The Finished Product

Andrew Belle- Make it Without You

Here is our A2 Music video to Andrew Belle's song Make it Without You, presented on YouTube.


By Molly, Molly and Jess

Evaluation- How effective is the combination of your media product and ancillary texts?

We understand that the demand for this particular evaluation question is that, in order to answer how effective the combination of our products is, we need to be able to demonstrate synergy across all three: the music video, the poster advertisement and the digipack CD. We also need to show how the products will be identifiable to the audience, and demonstrate how our products meet the required and recognised conventions of the song's genre. 

After having finished the music video, it was necessary for us to create a series of products to correspond well with it; using the existing genre, conventions and ideas which we had created within the video.  We decided to use a medium close up shot of our actor posing as Andrew Belle for our poster. Based on our research of other artists of the same genre (seen in previous blog posts) such as Ben Howard and Ed Sheeran, we could see that this was a convention. The idea surrounding the poster was to market Belle as a person, as the face behind the music that is not always seen on the front cover of a CD. In addition, the use of a close up and strong eye contact increases the connexion between the artist and the audience, and is a factor which stimulates engagement.

(Our poster advertising Belle's tour)

With reference to Andrew Goodwin's theory of 'reoccuring motifs', we used the same actor featured in the video and print media. This links together the two pieces of media, as well as including Belle as an artist directly with his productions (as our actor is posing as Belle). This creates a sort of synergy between all of the productions, as the same person is recognisable throughout. 

(A still from the music video of the same actor, Lewis, acting as Andrew Belle in both the print and moving image media)

The images we chose for the front and back cover of our CD case were pivotal in creating links between the print media and the music video. The piano shots used in the video to connote Belle's own skill as an artist, instrumentalist, and song writer are mirrored in that of the print media. Furthermore, there is an effective link between our print media and Belle's existing media as the font and text layout that we have decided to use is very similar to his original artwork, an example of our conformation to conventions of real media. Also, the piano images work well together to correctly signify the genre of music of which Belle falls into. Furthermore, we decided that since Belle is still a relatively unknown artist, that a link between all of his print media would be essential to strong marketing and for him to be recognised by his audience, for example, through an abstract text layout on his CD covers.

(The front cover of our CD digipack)

(An example of Belle's existing album artwork)

(There is a sense of coherence created throughout our print media, in that the piano is used throughout to signify the genre)

We looked at other texts during our research, and how other up and coming musicians were marketing themselves. Namely, Lewis Watson seems to always market his albums with a sketch-like cover, creating a sense of synergy between all of them which makes his image recognisable to an audience. An abstract image is already a convention of the acoustic/folk genre, as we discovered in our research, but in addition, it is not uncommon for an artist's CD covers to all look relatively similar in order to create this likeness between them.

(An example of synergy across Lewis Watson's own real media)

In terms of the inside panels within our CD digipack link to the video itself, again creating an effective combination and link between the two. We have chosen to use still images taken from the video to use as backgrounds to the lyrics. This creates a direct link to the video for the main single on the album 'Make It Without You', and also provides a fluidity. The use of the pictures of the actors in their most iconic and emotive shots also add to the continuation of the genre and the key themes reflected in Belle's lyrics. So, with this in mind, we used the most emotive shot of Anne on her own to be the background for the 'Make It Without You' lyrics, as it links well with what Belle is singing about. 

(The still of Anne used as a background for lyrics)

Additionally, the other two images that we chose to use for our inside panels of the CD digipack were artistic and symbolic, furthering the themes of loss, love and nature reflected in the lyrcis, and as a convention of the genre. For example, the inside panel with the trees links to the pastoral setting and root of the genre, and also, the church windows further connote solitude and are slightly reminiscent of death. 

(The two symbolic images used as insret panels of our digipack)

Synergy of All Three Productions 

We were keen to ensure that there was clear synergy across all of our three media productions. We wanted each to echo the others, and for there to be distinctive links between them all which would aid to market Belle's music clearly and effectively to his demographic audience. We started realising this idea by using a black and white contrast across all of the productions. Being a clear convention of the acoustic/folk genre, we knew that this would signify the genre well, and using the same colour scheme across all of them would create this synergy. As previously stated, we chose to use black and white in the 'present day' parts of our video narrative to connote the solitude and sadness of which the song lyrics reflect on, and to continue these key themes coherently, we also used a range of black and white images throughout our CD digipack and poster too.

(The synergy of black and white across all of our productions)

Another way in which we effectively combined all of our media products was by the use of stills from the music video both in the CD digipack and in the advertisement for our video. We felt that in doing this, we created an effecitve link between the song (as the most popular single on the album), it's video, and the album. The image of Anne (our actress) that we have used has almost become an iconic image of the video and digipack, and in using it across all three productions, it has successfully become a recognisable image for the audience.






(The poster to advertise the music video, using the iconic image)






How are our products identifiable to the audience?  


As a reflection of all of the information given above, our products become identifiable to the audience through the use of synergy and recognisable use of the conventions to signify the genre clearly. For example, the consistent black and white colour scheme, the abstract album artwork, the cohesion of piano shots and images, as well as the continuing narrative and characters throughout.




Molly Masters

Finished Tour Posters

We thought it would be really interesting to create two posters instead of one. The main poster advertising Belle's tour is part of the specification for the Advanced Subsidiary course, but we also wanted to use the iconic image of Anne to market the video. As the single 'Make It Without You' is used in our video, we wanted this to be the namesake for the tour, as well as central to the marketing of Belle's CD. So, to further emphasise this synergy, we also created a poster to market the video itself.

(Our poster advertisement marketing Belle's tour) 

(Our poster advertising the video)

(This is our second poster to advertise the music video rather than the artist and their tour)

Evaluation Question: Audience Feedback on Ancillary Texts

In order to comply with the Advanced Subsidiary specification, we ensured that we had feedback for both our music video and the ancillary texts with it: the CD digipack, and the poster. Below is a link to a Slideshare document which transcribes an interview with three people who gave feedback on our texts. 

Feedback Analysis

1) What are your expectations of the acoustic/ folk genre?

From the responses to this question, we gathered that our audience's expectations are that of our existing ideas of the genre conventions. It seemed evident that the interviewees already had a clear idea in their heads of relative schemas of the genre, such as the colour schemes it was associated with. They also presumed that there would be a more abstract and less obvious cover to an acoustic/folk artist's CD cover. In turn, this meant for us that they would be able to easily relate our existing products as part of this genre.

2) Do our products conform to your expectations?

The interviewees all agreed that the products did indeed conform. This meant to us that our products would be easily recognisable as media texts, and the fact that they are not outlandish or too 'out there' means that the audience can distinguish them as part of the genre. To some, it may be their marketing goal to be different and to subvert and audience's expectations of the music or genre. However, in terms of Belle being a fairly unknown artist at the start of his career, we felt it valuable to conform to existing genres in order for him to be associated with the genre of music he is breaking into.

3) What do you think of the artist image?

The artist image was largely important for us to gain feedback on, as not only did we try to create a strong and engaging medium close up on the poster, but we had also used the same actor in our video too. After showing them the ancillary texts, the audience stated that the image was engaging due to the eye contact with the audience. They also thought that the colour scheme worked well with the natural colour of the image (red) to create something definitive and strong.

4) What do you think of the use of stills from the music video on the lyric sleeves?

After having seen the full CD digipack, we asked our interviewees what they thought of the images we had used as background for the lyrics. We decided to use stills from our video to create clear synergy between our products, and the interviewees agreed. One even asked as to whether the name sake of the album came from the video, to which the answer is yes, and said that this made a clear link and a reason for it to be so.

5) What are your opinions on the text layout and font of the CD?

We chose to present our text in a very abstract and unconventional way on the front cover of our CD digipack, purely because it conformed to the artistic sense of the genre, and created a link to Belle's existing media in the marketplace today. The interviewees said it was 'very creative' and made a very good point that because it is so abstract, it draws the audience in, having to make them look a little closer at the CD to read it. Also, the use of the same font all the way through the productions was obviously an effective use of synergy recognised by the audience.

6) What aspects of the texts are professional, like real media texts?

We sought to find out what our audience thought were the main definers of our ancillary texts which stood out as appearing just like any other media on the shelves today. The responses were very pleasing, the interviewees told us that the images that we had used were of a professional quality, and that the layout and structure of the CD made it look recognisable as a real media text (for example, the barcode and small print details).

7) All in all, do the texts reflect the genre correctly?

The main focus of the response to this question was the artistic feel to our products, and how that links in well to the existing genre conventions, making our texts recognisable as part of it, and also making them cohere as a trio. One comment in particular stood out for us, in that one interviewee said that 'its also unique, not just a copy of what's already out there'. This emphasized to us how we had achieved to create something professional and distinguishable as part of the correct genre, but also something entirely unique to Belle's own music.

Molly Masters

Link to Prezi: Combination of Media and Ancillary Texts

https://prezi.com/j8rkbluie-eb/edit/#4_95982358

Evaluation- How did you use media technologies in the construction and research, planning and evaluation?

We aimed to use a wide range of media technologies throughout the process of creating our media products. This was not only to produce a professional looking piece of work which was similar to the real media texts we consume in every day life, but also to maximise our own learning experience and to develop new skills and understanding of working with media technology. 

Construction

In order to construct our media products, we used a variety of specific technologies to create a piece of work which conformed to the conventions of real media, as well as looking genuine and believably professional. For example, we used Adobe Premier Pro to fully construct our video and realise our creative vision which we had planned out intricately in a series of mood boards,  storyboards and sketch book. Adobe Premier Pro allowed us to use cutting tools to ensure that the shots used fell on the beat of the music, a convention of real media we had realised during our research and decided that it was important to replicate in order to have a realistic product. We also used a cross fade to fuse the shots together in a more eloquent and softer manner, as opposed to fragmented and abrupt shot changes between narratives. In addition to this, Adobe Premier's effects allowed us to employ a slow motion effect to a 360 degree rotation shot used during the bridge of the song which produced more sympathy from the audience for the characters as it was a pivotal moment during the video whereby the two narratives came together as one.

Furthermore, another area of media technology used to construct our product was a Canon 600D DSLR camera (often used with a tripod). This camera in particular had multiple setting which were ideal for both our indoor and outdoor filming, as we used a contrast of home-like environments as well as pastoral settings for our narrative. The 18 megapixels within the camera's technology allowed us to produce clear and professional shots which were the correct light setting and environmental election (due to the 63 zone metering which ensures correct exposure in lighting conditions). A smaller piece of equipment, but nonetheless of great importance to the quality of our constructed video, was the tripod. It ensured that our shots were steady, and it was used in particular in producing more complex shots such as our arial shot of our actress packing a suitcase, as well as a medium shot from inside the wardrobe.

(An example of how the DSLR camera that we used was able to intricately pick out the light elements in the focus pull, such as the dew on the leaves) 

Additionally, we used Adobe Photoshop for both the CD cover and the poster for the print media aspects of our product. The text tools available on Photoshop allowed us to add in text, such as lyrics,  and move it around the chosen image for the most efficient and legible structure. Furthermore, the text tool was pivotal in creating our graphic 'cube' text design on the front cover of our CD case, a convention of Andrew Belle's existing media which we found during our research. What's more, we successfully learned how to heighten the contrast of some of our chosen images to create a more abstract photograph, again a convention of both the genre and Belle's own media.

(Our CD cover, the abstract text layout created via Photoshop)

We also attempted to use the blur and dodge tool on Photoshop to create a better quality image for our advertisement. When we changed the contrast of the image to black and white, the image of our actor appeared very grainy and not as good quality as we would have liked it to be presented as. Using the blur tool allowed us to create highlight in the image on dominant facial features, such as the cheekbones and the nose, and the dodge tool aided to create low-lights and contrast. However, when faced with the final product we were unsure that the photograph matched our aesthetic vision for the poster, and decided against using the edited version altogether. This use of media technology helped us to gain a broader understanding of image manipulation, however, we decided to stick with the original and unedited image for an overall better quality product.

(A copy of the black and white image we edited)

Furthermore, we used the site www.dafont.com to find a suitable and unique font for our digital media. The website boasts thousands of original and non-copyrighted fonts to download onto MacBook software. We tried to choose a simplistic font which would fit well with the conventions of the genre, and also would not take away from the images. We used Babueas New for the advertisement and the CD digipack to create a synergy and a likeness throughout all of the media.

(The back cover of our CD digipack, using the chosen font, as well as demonstrating the added layers).



Moreover, using the 'layers' tool on Photoshop was useful in terms of being able to move around the text and the additional images to create a professional looking back cover. For example, we selected the text as a whole layer and was able to move it around to match up with the far right hand third of the image (in terms of the Rule of Thirds). In addition, we were able to add new layers to the image, such as a barcode, a logo for a record label, and smaller titles such as a producer and rights. Using this media technology all helped to create a professional looking set of products which realised our aesthetic vision.


Selecting suitable software for the construction of the music video was essential to creating a professional and effective product. We chose to use Adobe Premier Pro on MacBook software in order to realise our creative vision. With over 2 hours of footage, Adobe Premier allowed us to watch the whole 'raw' sequence without having cropped or edited it yet, and we were able to then use the software to select the areas of footage we needed using the crop tool. Adobe Premier also allowed us to realise the convention of real media of cutting on the beat, something we were extremely eager to use in our music video, in which Belle's music had such a strong and definitive piano beat to cut on.

In order to further create our aesthetic ideas, we decided to fully utilise Adobe Premier's ability to manipulate the video footage. We used the black and white tool to change the overall visual contrast of the video, and (as previously stated in previous posts) were able to create a black and white effect on the present day parts of the narrative, and heightened colour for the flashbacks. In turn, these colour effects had an effect on our audience's reception of the video, as individuals commented that the black and white made the video more moving and emotive.

(Our use of black and white contrast, made possible by Adobe Premier Pro)

Additionally, we were able to use Adobe Premier's effect of the 'cross dissolve' to create a fluidity between shots. This was especially important for creating a difference between the narrative and the performance element, without it being too much of a drastic change in the eyes of our audience. The 'cross dissolve' enabled us to create a slow and faded movement between shots and cut sequencing, which also fitted well with the slow tempo of the song, and didn't disrupt the audience's existing schema of the video genre (being that of an emotive and slow song).

(An example of the cross dissolve in our video)

Adobe Premier Pro also allowed us to play around with the temporal relations of the video which we were creating. We had one long shot of the two females of the video embracing, and saw it as a particularly emotive shot which could be used at the bridge of the song. However, it wasn't as emotive as we would have liked for it to have been at it's current speed. This is where Adobe's time manipulation really came into play, and we were able to slow down the speed of the visual and create a slow-motion effect at the bridge of the song, which turned out to be exactly as we had imagined it to be, very heartfelt and moving.

(The long, 360 degree shot used in slow motion at the bridge of the song)

Research

The research that we carried out in order to understand conventions of real media texts and the genre of music of our song was extremely valuable. As previously seen on our A2 blog, we used social medias and video sites on the internet such as YouTube to locate music videos of typically alternative genres to establish the predominant shot types and eclectic narratives which varied in the media today (for example, Robbers by The 1975, and Notorious BIG). These particular artists were very different to that of Andrew Belle, but each gave us an understanding of the professional music productions existing on media platforms today, and the knowledge that we gained during the process was invaluable. For example, in watching 'Robbers', we were able to see how cutting on the beat of the music creates a more engaging pace for the audience which links the song well with the video.





(The 'Robbers' video for The 1975, shown on Vevo on YouTube)


We then focussed in on more applicable videos which were similar to Belle's own genre to understand the conventions of this media. We saw in videos by Tom Odell and Mumford and Sons that a strong performance element was key to the video in demonstrating the artist's talent. In a way, this convention comes from the very roots of the genre, as many of the acoustic folk artists circulating in the media today have all come from self-startup backgrounds, having a particular musical skill, be it piano or guitar. We knew from this research that in order to shed light on Belle's own skills as an artist, and to create a direct link to him in our video, we too needed to provide a small performance element that would not take away too much from the narrative.

(An example of a performance element included in an acoustic folk video, Mumford and Sons, Little Lion Man)

Furthermore, using Google Blogger to present our progress was an extremely useful piece of media technology, and it acted almost as a portfolio of our work. We were able to not only document our research and all of the images we had of evidence of our planning and development, but it was also an excellent way to document everything, a way of being able to look back on what we have done and our initial ideas. Also, as Blogger can be used from any computer under one login account, we created a group account so we could all put in equal amounts of effort towards the writing.

(A print screen of our live blog)



Planning


In terms of the planning we did towards our music video, we started with our preliminary. Getting to grips with the new media technologies available to us, and the various conventions of music media was vital to understanding where to start. We began by creating a lip-syncing video to try out how we could use the camera to capture the initial video and then edit the music to fit using Adobe Premier. Despite it's complexity, it was surprisingly easy to get on board with, but after deciding on our piece of music for our video and realising that lip syncing wasn't necessarily a given convention of the genre, we decided against using it.

(An example of on

We expanded our research and planning stage by trying to understand Belle as an artist. On visiting his online webpage (www.andrewbelle.com) we were able to collect more information on Belle as a person, as well as get an idea of his online presence. He displayed artistic images (mostly in black and white) both of himself and stills from his existing music videos. His website also included numerous social media links as well as information about upcoming and past tour dates. Gaining a wider understanding of Belle helped us to learn more about his place within the acoustic genre and about how he markets himself and his products.

(Andrew Belle's website page) 

Evaluation


Using a range of media technologies during the evaluation was key, as part of the specification states that a wide number should be used to display the information. We decided to present each of our evaluation questions with a lengthy and in depth blog post, each accompanied by another media technology such as a Prezi presentation or a video. We used Prezi twice to visually display our ideas for two of the evaluation questions, and it allowed us to present the information in a more creative medium. Additionally, we filmed a video response to our production and asked a small audience some questions for a focus group. We then uploaded this to Youtube and linked it to our Blogger posts to share with the remainder of our media portfolio.

(A screenshot from our focus group video)

(An example of one of our Prezi presentations)

We used an online software called Surveymonkey in order to create a questionnaire for feedback on our music video. It was relatively easy to construct, using tools to create drop down menus, multiple choice options, as well as text boxes to collect qualitative data (personal opinions from our audience). We decided to go for under ten questions to keep the questionnaire short and easy for our audience.

(Evidence of our Surveymonkey questionnaire)

We understood that the evaluation also needed to be reflecting upon the ancillary texts as well as the music video. In doing this, we used another media technology, Slideshare, to record the results of an interview between two of our media peers about the ancillary texts. Slideshare is very similar to Microsoft Powerpoint, but it is accessible via a Macbook online, which was very useful for us. We were able to present each response on a separate page.

(Our Slideshare document of audience feedback)

In terms of our post production evaluations, we used social media (namely Facebook) to share our Surveymonkey link to gain as many responses to the questionnaire as possible. As Surveymonkey produces anonymous results, it is unclear to us as to who responded after following the Facebook link and who responded by finding the survey at random. However, we were very pleased with the responses we got on Facebook, as many people commented praising our work and congratulating us on our progress.

(Our use of social media during post production)

Molly Masters