I do believe this is my final post! I have included my FINAL products for your enjoyment :)

hope you enjoy the blog!

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

Throughout the research and planning stages to the construction of my music video I have been using different forms of media technology from platforms such as YouTube, aiding in researching similar products, to utilising iMovie during the final part of constructing our music video.

Research
Being able to access a diverse selection of technologies was a great aid during the research stages of my project. Having access to television was useful as I could watch the music channels my target audience would watch, MTV2 or Q for example, to enable me to decipher what makes a popular, enjoyable music video. This process however was lengthy as not all music videos were appropriate for my chosen genre, alternative, and that is where the use of the internet and YouTube came in. This meant I could narrow my search to quickly access videos that were specific to what I was looking for and being able to pause them meant that I could easily analyse different still frames. The internet, Google especially, also meant that I had a vast amount of knowledge at my fingertips thus when doing research into different genres, directors, artists, record labels, theories and images I could compile a significant amount of relevant information, furthermore it was readily available to me whenever I needed extra information or to verify something. The use of the blog was also valuable as it meant I could constantly update it from pretty much anywhere - my phone, school laptop, library computer, for example - when I found something interesting instead of being restricted to where my scrapbook was located.

Planning

Jamendo, a copyright free website helped considerably with our planning as we were able to search through it using the useful tags people had attached to different artists so we could easily locate bands within our genre. Then using the music sampler we could listen to the tracks till we found a song that matched our criteria. We could then download it for free to iTunes and upload it to iMovie so when we came to constructing our video we knew the time space we needed to fill. Access to a video camera also meant that we could film in different settings and lighting to see which would potentially compliment our music video best before we made a final choice and based the rest of our decisions around it. This was a useful time efficient method as it meant on the day of filming we already had an idea of what would look good thus avoiding wasting memory on the camera. When planning my ancillary tasks having the use of a digital camera was helpful as it meant that I could take a selection of pictures before selecting the one(s) that would best fit in with the conventions I had earlier researched. What was also useful was the options on the camera as it meant I could use natural lighting or flash to achieve different results. Another technology which was useful in this aspect was my unlimited access to Photoshop which made it easy for me to devise a selection of possible choices thus enhancing my planning as I could develop ideas as I got response from my audience feedback ensuring that my products would appeal to my target audience .

Construction
To begin with the construction process we used a video camera along with lighting equipment to film the footage for our music video. Due to the lighting being quite low in some of our shots we had to use the night mode function. Also in order to create a realistic party atmosphere we used an iPod and speakers to play music with a similar beat to our song for our cast to dance to. Once we had obtained the footage we uploaded it to iMovie in order for us to being editing it. We used the effect 'Romantic' in order to create a slightly blurred 'beer goggles' effect and due to the fact we could select all of our clips at once we could apply it efficiently however due to the varying light in different clips we had to alter the brightness, contrast and saturation levels individually to make sure each clip looked as effective as possible. Throughout the editing we were backing up our work on an external hard drive however we encountered a difficulty with this piece of technology. After transferring some work from one Mac to another via the external hard drive we found that when trying to open it our files could not be located. To overcome this we used the yahoo forum and Mac help page to work out how we could rectify this problem and after simply renaming a folder we had our work back!

What have you learnt from your audience feedback?

To gather a range of response from my target audience I used both open and closed questions as I could turn closed questions into graphs to clearly show for example which image was preferred whereas closed questions could be used for the audience to give detailed responses to questions which asked their opinion.

Firstly we outlined our target audience as this was easier than attempting to appease a much wider demographic. We decided they would be around the age of 15-25, typically middle class yet from both genders so we had to make sure our products would satisfy all. We did this mainly by using an attractive protagonist whom males would 'benefit from' watching whilst females may idolise her and we used a cast of similar age range with a scenario they could perhaps relate to.

We asked questions concerning the music video during the planning stages thus the audience feedback heavily shaped our final product. We needed to ensure that our product would satisfy our target audience so we asked them questions such as what their preferred narrative would be and what aspects attract them to a music video in the first place. The results we got were that the majority of our audience would prefer a realistic storyline, preferably including a romantic theme. Due to this we scrapped our original idea, which was to do an animated piece, and replaced it with the storyline they recommended (which we have now) thus ensuring that we are meeting the needs of our target audience. We also cut the time of the song down as our target audience stated that much longer than 4 minutes and they would lose concentration.

Again, whilst planning the digipak I decided to ask my target audience questions to enable them to influence my final design. I learnt the picture is what attracted them the most and so I made sure my image was vibrant and eye catching to engage the audience, as well as the aesthetics I also learnt that my target audience preferred a digipak with 4 panels as it tended to include bonus material yet there was not 'too much going on' so it still appeared relatively simple yet striking. These responses also matched my research and so I was able to create a product including what my target audience had specified which adhered to the conventions aiding in its effectiveness.

In contrast to the other two products I asked questions after I had designed two alternate magazine adverts allowing my target audience to pick one they preferred and then comment on how they thought I could improve it. I did this as my research showed that many bands in the alternative genre replicated the image used on their digipak which meant that I was already certain that they would not oppose it but I still offered them an alternate advert to make sure I was meeting their needs as much as possible. The results showed that I was right as they did prefer the advert with the same image as on the digipak but they were also able to give me constructive criticism for example many believed that the image needed to be bigger to eliminate some white space.

Audience feedback had a significant impact on all of my final products as throughout construction I was aware of how important it was for my products to meet their needs as they would be the ones I needed to attract. It is the audience who dictated which type of storyline they would enjoy most and the way in which they would like to see it presented as well as alerting me to what aspects of a digipak and magazine advert would attract them and encourage them to buy it. This level of input in my products also allowed them to engage with it as they felt they had been a part of the process, which indeed they had.

How effective is the combination of your main products and ancillary tasks?

To create synergy between the products thus making them easily identifiable to the audience there are certain features I have included throughout which I will now discuss.

The most prominent feature I feel is the use of the protagonist. To make the combination effective I used the female protagonist; Claudia, clearly identifiable by her mask, not only in the music video but also on the front of the digipak and magazine advert. This means that those who have viewed the advert for example will be able to make a link if they watch the music video and in turn will then be able to recognise the digipak, theoretically increasing revenue and creating a typical image for the band for fans to be able to instantly identify. It was also for this reason that the target audience voted for that particular image on the magazine advert.

The image used on the front of the digipak and magazine advert are identical allowing for the audience to make a direct link between the two. This technique I found was common within my genre thus my use of it is conforming to the conventions of an alternative bands marketing technique. I also used a long shot on the two ancillary tasks as this shot was often used in my music video to place emphasis upon the mise-en-scene and costumes rather than emotions. I did this to create an association between the products thus increasing the effectiveness as the similarities help increase the impact the products have upon the audience.

The colour yellow used in the ancillary tasks was due to the fact it has connotations of happiness, the name of the band, and also being a bright vibrant colour not only does it attract attention but it also provokes feelings also apparent in love. To mirror this in the music video the effect 'romantic' was applied as well as the use of low lighting which has connotations of romance. This reflects upon the narrative of the music video and the song's lyrics as the male is 'chasing' the object of his desire and in the ancillary tasks the fact the rabbit is positioned on a bike once again reflects the idea of pursuit. This creates a common theme through all 3 of the products.

Although the font 'John Handy LET' was used in both the ancillary tasks due to the limited choice on iMovie the music video has a different font yet both are effective in their own rights. The font used on the music video is what is likely to be used on MTV2, the channel we designed our music video for thus it is what our target audience would expect to see whereas the font used on the ancillary task is reflective of handwriting creating a personal feel which is common in our genre as I found in my research. It also is the bands 'signature' font which means it will become recognisable to fans if present on a selection of their advertising and merchandise.

The reason I feel the combination of the music video, digipak and advertisement is effective is due to the features I have picked out and replicated across the three products in order to create synergy and an image fans would instantly recognise. Some features can easily be identified throughout the products such as the use of colour and fonts whereas others hold connotations such as the image used on the ancillary tasks which reflects the narrative within the song present in the music video yet does not openly specify this. Through the use of these common features an effective combination has been formed allowing the audience to instantly relate the products to 'Happiness'.

I showed approximately 30 people my two advertisements and asked them which one they preferred, their reason and how I could improve it. These were some of my responses:

Taking into consideration what people have said I have taken aboard their comments and my final product lokos like this...

Based on the decisions I made last week I have spent this week creating two possible magazine adverts which I will upload and explain my choices. Both adverts are relatively the same, the only difference being the picture and colour scheme

• I chose a black background with white writing as this is the typical colour scheme of the adverts I have analysed thus the advert is adhering to the conventions of an 'alternative' advert.
• I chose the images on the front as they correlate with the music video and the digipak for the mask was worn by the protagonist in the music video, the snap shot is on the reverse of the digipak and the lipstick kiss in on one of the inside panels.
• They layout of the text on the magazine advert is heavily influenced by Florence and the Machine's as I have included the crucial information exhibited on hers.
• The style of font is the bands 'signature' font making it recognisable as theirs.
• The image does not appear on the front of the digipak which is challenging conventions however the images do appear on the digipak either on the back or the inside.

• The colour scheme of yellow and black correlates with the colour scheme on the digipak thus creating synergy between the two products. Despite this it is challenging conventions as most are normally a more mundane colour such as black.
• The image on the front is also the image presented on the front of the digipak, this is also present on other adverts of the alternative genre therefore it is adhering to the conventions.
• Again the information is influenced by Florence and the Machine.

I will now ask a selection of people which design they prefer and why and that will become my chosen magazine advert, I will also take into account any constructive criticism and alter the design as seen fit.

Decisions, decisions, decisions...

• After looking at the magazine adverts from artists of a similar genre I have decided that my advert should be simple yet striking, like my digipak.
• I also observed that the adverts I have studied use the same image on the advert that is on the front of their digipak and so maybe I should replicate this technique thus creating synergy as well as following conventions.
• Another idea I'm considering is instead of using yellow as the background I may use black as many alternative magazine adverts use mundane colouring rather than something as vibrant as yellow.
• I think the font I use will be the font used on the digipak so that it creates a signature look fans will instantly recognise.
• The information on the adverts is also quite sparse so I think I will include only the crucial information such as when it's released, where you can buy it, what it's called...

I have annotated three magazine adverts so that I can get a good idea of what I should be presenting in my own magazine advert.

Our second ancillary task is to design a magazine advert for our digipak. In order to prepare for this I have begun to look at magazine adverts of bands with a similar sound to ours and have picked out similar features.

These are the typical snippets of information found on magazine adverts:

• The artists/band name
• Title of the album
• Title of hit singles
• Release Date
• Bonus material eg bonus DVD
• A website link eg myspace.com
• Reviews eg NME, Q, The Guardian
• Outlets where it can be purchased eg MHV
• Tour dates

Therefore I should try to make sure that I include the majority of this information on my magazine advert.

After taking into consideration all of my different ideas I have created my Digipak! I have uploaded it for your enjoyment.

The reasons for my choices

• I choose the colour yellow as my background colour because it has connotations of happiness - the name of the band.
• It was also common in album covers of my chosen genre such as Hard-Fi - Stars of CCTV and New Young Pony Club - Ice Cream. <- This album cover also inspired me to use the little blue box on the front advertising what the album has to offer
• The font looks scribbled and hand drawn as it makes it appear more simple and personal
• Album covers I looked at which also used this technique were Florence and the Machine - Lungs and Larrikin Love - The Freedom Spark.
• The protagonist, our Claudia rabbit, is the main focus of the album cover as I thought it would create synergy between the album and the promotional video.
• Many album covers tend to have the band/artist on the front eg Meiko -Meiko and Regina Spektor - Begin to Hope. We don't have an actual band so I improvised and used the protagonist of our music video.
• I decided to have 12 track listings with slightly odd titles so 'Look At That Rabbit Go! wasn't incongruous.
• 12 tracks is common in a lot of albums within the alternative genre eg Maximo Park -Quicken the Heart and Kate Nash - Made of Bricks
• The film strip on the inside cover creates synergy between the promotional video and the album and the lipstick kiss was added because I though a plain yellow background looked a little boring.