Evaluation Task 4

Group Task Script:

Online research into target audience, narrative and star image:

 To determine who our target audience would be for our artist Dani, we created a survey using survey monkey. We asked questions to determine the demographics by asking their age and gender. From this, we found that our target audience would be both male and female aged 11-25 as they are a young audience and so therefore because Dani is a young pop artist, we thought she would appeal to these ages. We were then able to tailor our narrative to something that they would want to see and appeal to them. We used the internet to research into similar artists such as Louisa Johnson and we looked into their star images. From this, it was clear that these artists did not include the use of instruments in their music videos as it allows them to sell themselves, rather than their music and it also emphasises their synthetic pop nature. Therefore, in order to conform to these conventions, we would not include instruments in our music video. Additionally, from looking at music videos and photos, we saw that these artists wear very bold clothing which signifies their celebrity status. However, we wanted to make Dani seem relatable to her audiences and so we dressed her in everyday clothes such as jeans and a denim jacket but with bright red lipstick in order to emphasise the idea that she is still a synthetic artist. This shows that Danis star image is conventional.

 Filming your animatic - what you learnt from this:

 The storyboard was drawn out carefully using our initial ideas from our group discussions and focus group feedback, we then used our mobile phones to take photos of each frame of the storyboard and then edited this in time with the song. This helped us see how the music video would potentially pan out. After having completed the animatic, we took videos of our target audience giving feedback and concluded that we would need to add another narrative strand and shorten some of the shots in order to create an entertaining music video. The animatic helped us to visualise our music video and give us a good idea of what our finished product will look like.

Filming your music video - how you used the camera more creatively than at AS:

Our skills in camerawork this year demonstrated the way we had improved as we weren’t matching generic conventions and had more choice over the way we represented our artist. We used 2 adaptable lenses rather than last year when it was one fixed lens, and this enables us to make sure that the close ups were in high definition, so we could focus on the artist lip synching. The 50 mm close ups were effective for selling the artists star image of a rebellious pop artist Whereas the 18 mm lens for the wide shots enabled us to focus on the location where she sprays painted the walls which again enhanced her star image as rebellious. In addition, we also used whip pans which we couldn’t master last year which enabled us to match the fast energy of the song with the vibrancy of the fast-paced movement of the camera.

Editing - How you edited more creatively than at AS:

 Our music video required more advanced editing skills and enabled us to use after effects as well as demonstrate how our skills progressed in premiere pro. As we had more footage and were creating an artist’s image from scratch we had more freedom and therefore cut from performance and narrative element frequently. For example, we cut between different locations and different ways of our artist getting revenge. We made sure our song was cut to the beat on premiere pro and matched up the lip synching to the milli-second on the timeline to make sure our artist was in time with the song and make it look more professional. Additionally, in the studio footage, the backdrop was a green screen, which gave us the advantage to choose any background we wanted. In adobe after effects we inserted a graffiti background, which was relatable to our narrative. And helped sell our artist as being more rebellious. Overall as our music video was discontinuous and featured a wider range of shots and our editing skills were far more developed than last year as we had much more freedom in creating our

Music video Digipak and Website - How you created a cohesive package that ran along 3 different technologies:

We created a cohesive package by using a similar colour scheme on the website and on the digipak. The choice of the pink colour is effective as it helps to bring together the two products and make them easily identifiable as Dani’s products. The pink also allows us to target our audience effectively as it reinforces the idea that Dani is young and fun. The star image is created via these products through the clothing that Dani wears. On the Digipak Dani is wearing a denim jacket and, on the website, she is wearing a spray paint leather jacket, this reinforces her rebellious but relatable star image within the two products. Additionally, the font was also kept constant within the products, this will help Dani’s fans to establish a brand, making her products more cohesive and recognisable