Katerina Angelides HNC Creative Media

 Planning I believe the planning aspect of my production is very strong, before producing anything I first researched and analysed 3 different music videos whilst linking them back to both the theorist Andrew Goodwin and Carol Vernallis. I analysed all music videos to the best of my abilities by analysing the meaning behind the lyrics, how they link the lyrics to the video, how they have used editing in the videos, how they linked to their genres and how the video represents the artists brand image. As well as this to make the planning aspect of my video meticulous I have analyses the lyrics of my own song and wrote next to it what shots I could use in each situation to either illustrate, amplify or juxtapose the lyrics of the song. I have also analysed the codes and conventions of music videos within the indie/rock genre in order to find out what mise-en-scene of indie/rock videos is as well as shot types most commonly used. Once I had analysed all media texts thoroughly, I create...

 Throughout the editing process of the music video I have kept a log detailing the different editing techniques I have implemented throughout the music video. This log references what I have done and where, why I have used the specific editing technique, what issues I found whilst editing the footage together and finally how I believed I could have improved upon.  Jump Cut When the lyrics "when you've had a few" plays a jump cut is used in which bottles appear to help illustrate the lyrics for the audience whilst adding some comedic effect by amplifying the idea of drinking by exaggerating how much alcohol the character has drank. I believe the jump cut works well here and links to Vernallis' theory on music videos in which she suggests conventionally jump cuts are used in videos as a short way of transferring information to the audience in a fashion which is both engaging and clear.  Cutting With The Lyrics Throughout the video I have made sure the frames in the vide...

 Gannt Chart  I have created a Gannt chart in order to plan out my the production/planning/editing/evaluating of the production. I have made sure to space everything out and give myself realistic timescales to finish each and every task. The tasks have been split into different sections in order to keep it organised and to show a better visual representation of which tasks should be started first. The first section is planning, I have put this first as you must plan a video before you can produce it, the planning section contains all the tasks which I believe relate to planning for example, analysing music videos, researching music videos theories, analysing the song I want to produce and create all relevant documents such as storyboards. The next section is productions, the sections contains all actions I must take in relation to shooting the video for example, finding equipment, actors and props needed, shooting the video, watching footage back and shooting more footage if n...

Introduction Carol Vernallis is a theorist who's work "The Kindest Cut" explores the difference in editing style used in film and music video production. The theorist mentions continuity, editing, meaning, sound and visuals and their relationship. The four main categories the theorist looks into include camera (positioning, movement and framing), editing, narrative and Diegesis (the world created in a music video). Narrative Vernallis suggests in her article (C., Vernallis, 2011) that a music video is a visual response to the music. She also suggests there is not necessarily a balance between performance and narrative. The theorist suggests the narrative in music video can sometimes remain incomplete, the narrative is partial or fragmented this could be primarily because of the time constraints in a music video. Vernallis suggests the structure of a music video can seem disjointed, as in music videos they usually do not contain much continuity this can make the piece seem...

Planning  I have decided to conduct a second focus group as I felt as though the data gathered in the first focus group was inconclusive. This time I want to focus on planning out what the specific goal in mind for the questionnaire is and I want to have structured questions in place to help the participants form a well thought out response which will actually help me improve the product. As I am father along in the production stages of my product, I will not be using the focus group as a basis to gather ideas but instead to make improvements to the product I am already making. This focus group will act sort of like a beta test for  the video. In order to find participants for the focus groups I will be sending out posts and direct messages in online groups dedicated to the Arctic Monkeys, I am doing this as they are already fans of the band therefore they can offer me feedback which is most valuable as they are the target audience for the product. I will be showing them a dra...

 Introduction Andrew Goodwin's music video theory states that every music video consists of 8 key principals. all of which I will analyse individually using example music videos to evidence the truth in the theory. I have analysed Goodwin's book "Dancing In The Distraction Factory" in order to inform my own music video production process.  Links Between the Music and the Visuals In Goodwin's book "Dancing in the Distraction Factory" he theorises that there is a distinct link between the music and the visuals of a song. This is mainly in regards to the beat; if a song is very upbeat like "Locked Out Of Heaven" (Mars, B., 2012) the visuals will represent the upbeat nature of the song, this can be done by providing visuals of people dancing to indicate to the audience that it is an upbeat party anthem. The beat can similarly affect the editing style, when as song has a slow tempo such as "Take Me To Church" (Hozier, 2014) the cuts in the...

Why am I making a Questionnaire? I am creating a questionnaire to gather data on my target audience in order to determine what sort of music video I should create for my chosen song. The goal of the questionnaire is to find out what the bands audiences' demographics and psychographics consist of. By finding out who our target audience is, we can try to tailor a production towards them. The questionnaire will also find out what style of video the audience prefer (narrative, stadium performance, studio performance, location, conceptual/experimental). ​  Sample / Distribution Method I have chose to distribute my questionnaire using the social media sites, Facebook and Instagram, I will be sharing my questionnaire with fan pages for the arctic monkeys in order to gather a sample of people who are interested with the music to try and find out what they would be looking for in a music video. Using the questionnaire I can find out more about the demographics and psychographics of my audie...

 Using Microsoft Teams the HNC group was able to set up a focus group meeting in which we pitched our music video to each other and offered each other feedback in order to improve our ideas. We each spent around 15 minutes talking about our individual ideas and offered our honest opinions. I believe this was a valuable research method, the sample of people within the focus group was effective as all the individuals are currently studying music video production therefore, everyone has an interest in what is going on and were able to offer feedback which can greatly improve the production. The goal of the meeting was to pitch our ideas and find ways to improve them, we was successful at achieving this goal, I believe one way in which we could have improved the pitch was to have pre-prepared questions ready to ask each other about the production in order to offer a chance to gather better more in depth research. Below I have attached a recording of our pitch meeting as evidence. ...

 What is a Focus Group? A focus group is a research method which is used to gather data through group interaction (B2B International, Accessed 2021). The group will be compromised of a small number of participants who have been carefully selected to discuss a specific topic. Generally, a focus group should have 8-10 participants, if there are too many people this can limit the ability to get ideas from all participants, having 8-10 people means you get a mix of different ideas and perspectives without it becoming to difficult to manage (Lotich, P., 2011). Focus Group surveys are a qualitative research method which can be either done by a market research company which recruits participants or nowadays online forums and chat platforms are used to conduct focus groups (Ghelber, A., 2020) .Focus groups are commonly used to gauge opinion and gather information from users about products, services and features before they have been developed (Experience UX, Accessed 2021). The participant...

Purpose of Commission Fruit Bowl Tech a start up tech communications company have a new product to release, a web and mobile based app which allows for people to collaborate globally on creating a family tree allowing people to communicate with relatives across the globe. The software allows a person to create pages about relatives both alive and deceased in order to create connections worldwide with long lost relatives, it allows you to share documents, stories and images so that you can document your life and your families. As you connect with relatives your family tree grows showing you how you may be connected with so many people without even knowing. The app also offers a private chat function in order to allow family members to reconnect with each other in private. Fruit Bowl Tech has commissioned us to produce a promotional advertisement which portrays the brand as "friendly, approachable and essential". The promotional content must have an interlinked visual style wit...