Final Promotional Package

Evaluation - Question 1: In what ways does your media product use, develop or challenge formsand conventions of real media products?

When choosing my music video I decided to choose the song Smoke by the indie folk band Daughter. The band is not typically mainstream and the song does not already have an established music video. From watching various indie folk music videos during the research stage of my music video, I took inspiration from narrative and abstract based music videos from artists such as Edward Sharpe And The Magnetic Zeros and Lucy Rose. I felt that the song I chose followed the indie folk genre perfectly as in places the song is fast paced but also shows depth and has many layers within the song. Allowing me to represent the indie folk genre with similar ideas presented in these music videos I watched which also have the same target audience as my music video.

 

Originally, I planned to make a all narrative video where ‘Smoke’ could be represented the same for everyone however the more I planned the making of the video I felt that it lacked a abstract feel to it and I also found that the song didn't particularly fit a performance music video in the form of dance sequences or performance pieces with the use of instruments. I also felt these type of conventions where more typical in the pop genre with choreographed dancing and rock music with the use of electric guitars and drums. By not using these within my music video, it has made my music video more conventional.

Typically a convention of music videos within the indie folk genre is that the music video is quite simplistic in terms of the music video narrative and the way that is presented. Within this genre, there are also typically elements of youth/innocence allowing the audience to relate to the protagonists. For example, Featherstone by The Paper Kites attempts to portray youth through the use of the children running around which essentially gives connotations of freedom and recklessness. I think this was important to represent this in my music video with the use of the smoke freely moving having the same type of reckless feelings as otherwise it wouldn't be as conventional. 

Although, I felt it was important to appeal to a larger target audience by using different characters of various ages and different backgrounds however from gaining audience feedback they concluded that typically the indie folk genre features more females then males. 
To appeal to the conventions of this genre, I also ensured that the protagonists costumes matched those within the genre for example a white dress within this genre is typically used to connote innocence.This dress also gives connotations of calmness and will often be seen in a simplistic nature scene which is conventional to this genre. I also was quite unconventional int he choices of my music video, as I went the opposite of a conventional indie folk music video and used dark colours to show the longing that my actress felt. 

I also did not allow the artist of the song to feature within the music video, further making my music video less conventional, as within the indie folk genre more recently artist having been featuring a video for each of their new songs on a album only relating when they are all placed together. As this is quite the latest thing to happen,I felt that my artist didn't have to feature within the music video heavily and instead could use another actress to feature, however after making the video I feel some of my target audience may be confused by this approach to making the music video.

To recreate the nature scenes conventionally seen within this genre I chose two main locations to film my music video. One being Oakroad Playing Fields and Hessle Foreshore as this enabled a vast amount of space to create a variety of different action shots as well as they allowed me to film lots of tree shots and allowed me to incorporate different elements of the location in one film shoot. For example, both locations had a park, a pond and a forest meaning I could capture most of my filming in one sitting. 

However, because Hessle Foreshore is quite a long distance away from my house, I mainly only had access to Oakroad Playing Fields because it took quite a while to shoot my scenes and if I needed to refilm the shots it would be difficult to quickly go back to Hessle Foreshore to film. Although the nature scenes do not feature heavily in the music video, I felt that I should incorporate theme somehow to be conventional like a typical indie folk music video. 

My music video challenges many of the indie folk genre conventions as it focuses more on the actress rather then the nature elements. By doing this it breaks the idea that the artist is more interested in making the music rather then being featured themselves which is quite typically heard of in the indie folk genre. Also as my music video is in black and white it would typically be seen as more mainstream to use his effect on a music video however according to some of my target audience they feel it adds to the sobering 'mood' of the video. 

Evaluation- Question 2: How effective is the combination of your main product and ancillarytexts?

When initially deciding how I wanted to present my ancillary texts, I knew that in order for the CD cover and website to look professional but also successful, I had to create a house style making them relate to one another as websites and digipaks are usually used to advertise the music video, therefore meaning that the audience will be able to identify the CD/website if they have already seen the website/CD. When filming my video I ensured that I took still images from the footage such as the trees and the water so that I could create cohesion between the music video and the ancillary texts. For example, I ensured that the same white lace dress was featured in the music video and on my ancillary texts although the main artist is not featured in the music video. 

When initially creating my digipak I looked at existing products that reflected the indie folk genre and found that the majority combined unusual and intriguing imagery. From this knowledge I gained from research, I knew I had to ensure that my ancillary texts incorporated these ideas but also ensured that they was based around my main product which is mainly narrative based and incorporated various parts of ideology of the indie folk genre. I also found when researching the genre of indie folk that these type of genres heavily focus on nature and earth and have natural aspects for their music videos and their other promotions. As well as this, I found that these promotional products also feature minimalistic illustrations and simplistic to gain the readers attention. The websites follow the same pattern and combined with digipaks they usually are imaginative incorporating earthly colourings such as brown, green and white. To recreate this look with my promotional products, I took images of my artist on a field near my house and edited her and the setting so that they blended nicely together, This combined with my music video which is heavily focused on overlayered shots and nature and simplistic it's I feel that my three products blend well although the artist does not feature in the music video. 

One way of continuing continuity throughout my media products was by using the same double exposure style shots and incorporating them within my music video. By using these types of

shots within my ancillary texts it created a ghostly atmosphere and matched the melancholy of the music video through the use of the brown/dark colourings and the use of the field setting gave an eerie feel to my edited images. I created these images by changing the opacity of the images from 100% to around 43% ensuring that all images where used.

 When creating my ancillary texts, I ensured that I took plenty of images photoshoot one and photoshoot two  of the talent that featured in my music video to make sure that I had continuity straight away. By making sure I took several images I didn’t want my artist to be in the same position every time otherwise I wouldn’t have many different ideas for what to use on my ancillary texts.

After sorting through the images that I felt could be used on my digipak and website, I began to edit the images using Adobe Photoshop CS5 and the free editing software GIMP to make sure that I could adapt them to fit in with the indie folk genre and appeal to my target audience. For the main image on my website I decided to use this image of my artist looking into the distance.

I chose this image as I believed it looked as though my artist was longing for something or determined which I felt continued the theme of what my music video is aiming to achieve, therefore linking the website and the music video together. I also felt that it was up to my target audience own interpretations of the image to decide what we’re happening in the image.

The next stage of production was to experiment with different font styles for my digipak, as well as deciding on different artist/album names which I thought showed how my ancillary texts had developed from my initial ideas. I tried several times positioning the text in different places and in different font styles to make my digipak look the most effective with the positioning not making the digipak too cluttered or not blend well. Originally, I wasn’t sure whether to include the artists name/ album name on the digipak front cover because I believed that it would overpower the main image. However, I realised that it was essential so that my target audience would be able to identify Luna as an artist and without it, it wouldn’t be as conventional. I also decided it would be best to include this after gaining audience feedback suggesting I still included it and that it would make my product look more realistic.

Eventually after much research, I decided to name my artist ‘Luna’ as I felt it reflected the indie folk conventions of nature and simplicity. I also felt that by naming my artist Luna it related to its meaning of moon and would be a great feature to include on the digipak making my artist more memorable and realistic. I named the album ‘Whisper’ because I felt that it would relate to the indie folk genre which is conventionally known as being acoustic ‘quiet’ music. I also believed that by naming the album Whisper as I felt that the word whisper has connotations of secrets and lies which also links to friendship and betrayal. By naming the album this, it flows with the music video which central focus is of losing yourself or something, Once applying the artists name and album name to the digipak and website, I thought that it made both my promotional products look quite effective and realistic. 

Focusing on the back of the digipak, I included the artist’s website/record label information for the audience to be able to search her website and contact her management team.

I then decided to create the website with the information of naming the artist Luna and the album name Whisper so that the audience would be able to use web 2.o and interact with the artist and keep up to date with headline news. I then decided on the website to include a iTunes button on my website so that the audience could instantly access my artists music via the iTunes link.

  I then also decided to add a small image of my album cover onto my website so that it would be possible for the target audience to familiarize themselves with the digipak on the website and it is also quite conventional to have digipaks featured on the website. This also serves the purpose if they haven’t already seen the digipak and wish to purchase it. I also believed that my including the digipak album on the website it ensured that the target audience would be able to connect the digipak and website together making it easier for them to purchase the album.

Overall, I wanted to make sure that all my three products linked in the form of the ideology I was trying

to create with the natural scenery behind my model in the images I have used. I also felt by having my model in a natural setting it would represent the simplistic natural convention that is found in indie folk music. By creating a simplistic music video with simplistic designed digipak and website they flow well together.                                                                                                                                                    

 To further create my digipak, I decided to use the main image of my digipak to create a base theme for what I wanted within my digipak. I also thought that incorporating the same colour brown which has connotations of earthy nature which links perfectly with the indie folk genre.

I experimented with different layers of my images on the digipak template using GIMP as well as different styles of font and the positioning of the text. By using the trees image I had taken, I changed the opacity of the images so that I got a overlaying effect which was commented on as being unconventional from my audience feedback. This created a transparent effect matching the front cover of the digipak.

I found creating the digipak was difficult as I had to ensure that all my images matched a d linked together effectively so that as a whole the digipak linked together. As well as this I had to make sure that my digipak worked effectively as a whole with the website so to does this I used the same colour theme (dark browns and overlays) which I thought worked effectively actually and used this over the two pieces to achieve this style.

Evaluation- Question 3: How did you use media technologies in the construction and research,planning and evaluation stages?

I used my Nikon Coolpix L820 camera when taking images for my ancillary texts. I used this camera as I was comfortable with using it and knew what different settings on the camera could create better quality images. I also used this camera as it was easily accessible so it was possible to take my ancillary text images whenever I needed to. Although, the camera could produce some very high quality shots, sometimes I had to re take the shots making it uncomfortable for my talent to stay in the same position all the time. However, by using this camera it was possible to take lots of images with higher quality shots making me overall happy with how my images turned out. I also used my 16GB memory card to ensure that I could take as many images as i needed without the need to delete images or be afraid of not having enough memory to store the images on my camera.

To create the majority of my audience feedback videos and record small sections of video for my blog, I have used my iPad Mini because it was also accessible when i needed to film small videos and because it was possible for me to edit the small videos on the i-device using the iMovie programme allowing me to upload it straight away to the Blogger App after I had edited the videos so that they was small enough files to upload. I also used my iPad during the construction of my ancillary texts as I screenshot the iTunes album design so that it was possible for me to see what my product would look like in a real life setting.

Development Of My Ancillary Texts From Editing The Initial Images Used

During the evaluation stages when gaining feedback I also used social networking sites such as Instagram and Twitter to gain comments on what people thought of my final promotional package. 

I used Twitter to upload my final promotional package and shared it via Instagram so that more of the target audience would see it. 

Although I do not have many followers I used popular hashtags to allow my target audience to find my images and music video ensuring that it reaches a greater target audience. By doing this I am appealing to my target audience who when researched seem to use social networking sites the most and will typically have Twitter/ Instagram. 

Question 4: What Have You Learned From Your Audience feedback?

At the beginning of creating my advanced portfolio I initially had another music video in mind to create for my promotional package but from gaining feedback from close friends who listen to the indie folk genre they didnt particularly like the concept of my video and felt like it wouldnt effectively be conveyed the meaning of the music video. This was my first inital audience feedback and after this I learnt that I should in fact make conscious decisions with the target audience in mind. As I had already filmed sections of the original music video, I felt that it was wasted so instead made it into a montage of the clips already shot and placed it on my artists website making the website look more realistic. From this I found that my audience actually quite liked the video featured on the website and believed it was quite conventional to see this on music websites. 

After making a draft of my first music video and presenting it to my teacher, I found that the majority of the video had to be refilmed and was not presentable, the ony way to progress was to start again. The only problem with this is that the actress initially used was unreliable and could not commit to refilling meaning at such a sort space of time I would have to step in a refilmed the video By myself altering the music video to a more abstract piece. 

After collecting my audio feedback from my target audience  after finishing my music I decided to present it via GoAnimate due to the majority of my target audience not wanting to be featured on video. I also gained feedback from using social networking sites such as Instagram (uploaded ancillary texts and featured 15 seconds of music video) and from Facebook I gained further feedback on my promotional campaign which I believed was quite effective as I opened my products up to a wider range then just my target audience. By also making 10 people complete a written question I felt that it was quite effective as they where anonymous meaning they could put honest opinions about my music video and ancillary texts.

I thought it was also important to not gain feedback from my talent who was featured in the music video as I felt may have been biased or focused on her own performance rather then analyse the video and the ancillary texts.

After making my music video, I decided to use written questionnaires and ask individuals who I didn't particularly know or knew what genre of music they preferred and ask them to give me some feedback for my music video. I then asked them to fill out the seven question and collected 10 answers in total.

When I asked the question ‘What genre do you think my music video and ancillary texts would represent and why do you think this?’ the majority of them felt that I was representing the indie/alternative/folk genre which suggests to me that it was clear that to them they felt my music video and ancillary texts was in the genre that I wanted to appeal to.

I then lead on to asking if they could identify the target audience of my products with 100% of them saying they believed it was target at teenagers showing that I managed to make it clear that I wanted to appeal to the teenage market. 

I asked the 10 volunteers if they 'thought my promotional products related to one another? if yes why and if not why not?' and all 10 believed my promotional products related to one another followed by feedback such as 'all feature the brown/white/black colour theme and this is also reinforced with the use of the white dress often seen in the/ancillary texts. This shows to me that the consumers believed that i linked all of the promotional package together effectively with the use of the key elements (colour schemes, nature theme etc) By effectively linking the three products together, it means that if my product was to be promoted in a real life setting it would have potential to be sold as if the audience hear the song, view the video they will be more persuaded to buy the album/ visit the website as they are all interlinked with one another. 

From gaining this feedback, I have learnt that the majority of my target audience believed that my video fit the conventions of a indie folk music video with its nature themes running through the music video which is a typical convention within this sort of genre. However,t hey also believed my music video was unconventional in the sense that it had a more of abstract feel to it and that it was in black and white contrasting with the brown/white digipak/website, I also learnt that my ancillary texts wasn't as effective as the same artists didn't feature in the music video and the ancillary texts confusing some of my target audience. 

I particularly liked the comment made by Emily Benstead which suggested that the mirrored images acted like my talents mental torment which I didnt actually think of when creating my music video. However I like how this came across as it shows that my music video cna be intepreted differently.

From the audience feedback, I have learnt that potentially I could have made the narrative a lot stronger and clearer to the audience on what was actually happening in the video however I felt that it was supposed to be more of a abstract piece so was pretty subjective. I also found that I should of used a better quality camera so that the music video overall looked a lot cleaner and worked more smoothly. I also found that I could of used more locations showing the protagonists looking more lost. By not using more locations and showing more footage of the actress in different locations, the narrative is sometimes lost within the music video meaning the song potentially doesn’t have as much depth to it as I would of liked. 

Personally, I feel that my video also lacked in narrative like the audience has suggested and that it could have been edited more to the beat. Varying the styles of fast edits and slower edits. One of my target audience also suggested this and said that I could of made my artist appear more at a lost cause and wanting to be free, I also agree with this statement and although in my original edit I did feature more scenes of my artist looking lost and longing to be something greater I felt that it didn't look as effective with too many ‘mourn’ scenes so took them out of my next edits.

From the audience feedback, I have learnt that to improve on my ancillary texts I should of varied the images on the pull out section of my digipak- as a couple of my target audience suggested that the images were too similar and that the felt I could have varied them a lot more. I also agree with this statement and only realised that the images where similar once I had completed the final digipak. However, like I suggested in the analysis of my digipak, the talent could be looking back on her past/ looking towards her future in the two images leaving it open to interpretation from my target audience. But, this would be something I could reconsider to improve on my digipak so that it connected more with my target audience effectively.

To improve on my website, a couple of my audience felt it was quite plain and simplistic which was contrasted with the comments which suggested that as it was simplistic it was more effective. However, I also felt that the website could be made less plain and effective by adding more buttons or someway the target audience could interact with the artist more via messaging or contact buttons. I also felt that I could of added more clearly that it was a website for a music artist as I felt that it didn't really present itself clearly that it was a website for a artist. Even though after researching several indie folk artists websites I found that they was quite simplistic and didn't really featured music on the homepage only when the audience searched further around the website they would find specific areas for music. I also felt that I should of made it more aware that the audience could interact with the artist via Facebook and Twitter as this would of opened opportunities for my artist to be more publicly known as it would of opened more platforms in the media for them to get involved in and keep the audience up to date with latest releases and dates etc. As well as this, I felt that the buttons for the social networking sites could have been larger and more clearly presented (maybe at the top of the website?) although I did not want to clutter the website as from personal experience as a consumer of music I do not like to go on music websites that are over cluttered and instead prefer simplistic and clearly presented information.

From my online poll originally conducted once first researching my audience, I have found that more of target audience would be female and that this fit what I expected from my audience. This is clear through the audience profile I originally created on Prezi shown above: showing that my target audience are well connected via web 2.0 with their music and are very aware of different social media platforms such as Youtube, Twitter and Tumblr where my video could be viewed by the public therefore being able to watch my music video on various websites and on different devices such as their laptops, mobile phones and tablets. 

From the YouTube statistics sections I have found that the majority of my target audience do watch music videos via a tablet which is clear from how 53% of my music videos views come from a tablet whereas 44% come from a computer showing how my target audience would music prefer a handheld device to view videos. 

Below is my original target audience questionnaire gaining information about what my target audience preferences and dislikes are allowing me to adapt my music video to their needs as the consumer. This was also useful and I have learnt how to properly adapt my video to appeal to the audience making my music video more liked by the consumer resulting in it becoming more successful. I also thought that by asking a consumer of my target genre what they thought of my music video and ancillary texts it would give me a true reflection of what they thought worked well with my music video and what didnt work too well. 

To summarize from my audience feedback I have learnt that I should:

• Make my ancillary texts more appealing my changing the colours from the colour brown to a more eye catching colour 

• Whilst editing ensure that there is a greater focus on the narrative rather then trying to appeal to the target audience by using nature and forest scenes which is conventional in the indie folk genre

• Do not be repetitive with the video clips i have used previously in the music video, to overcome this I could of shot more footage during the filming process. 
• Make smoke scenes more effective