Sunday, 16 April 2017

Welcome To My Blog!

This is my Music Video blog where I have posted all my coursework and my journey throughout A2. 

This year for my A2 Media Studies I have worked on creating a promo package which includes a music video, website and a digipak. I have learnt new things about the media industry and I can analyze a wide variety of music videos using Andrew Goodwin, Baudrillard and Stuart Hall and many other theoretical conventions. I have created a visually interesting and professional music video which has been a challenging process especially as I worked solo for this project. I acquired several new skills including how to make my own website and I made a digipak using Photoshop to its fullest potential. I feel I have improved a lot from AS to A2 media, and this has enabled me to describe my journey through the development, research and planning of my A2 coursework. I have shown the transition of all three products on this blog and the final outcomes that I have formed. 

Last year, my experience of making a film opening for AS media was a very intriguing time as I learnt many things about how different conventions work in films. From doing AS media I used several skills that improved over the year. I was able to improve my camera skills and achieve interesting panning shots. I also improved on my team work and learnt that communication is key in group work. Here is a link to my Film Opening which I hope will show the progress I have made since then. 

Thank you and I hope you enjoy viewing my work.  

Final Cut

This is my finalised version of my Music Video. I have added in any relevant effects from Final Cut Pro and I have changed slight parts of the music video to match up with the music properly and I have added in a 'sepia' filter over the narrative and added more composition for the male DJ. 

Audience Feedback 
- Singer looks convincing to the audience - lip syncing is done well 
- Effects are interesting and different throughout 
- Green screen really helps the music video to look like an EDM genre video 
- Narrative could've been filmed better - camera shaky - locations aren't that visually appealing 

My Comments 
- I agree with the narrative part - I could've filmed some better footage of the couple although I think the locations worked well 
- I also agree that the green screen really helped to improve my music video and give an EDM vibe to the audience 
- I think I could've made the clapping part match up more to the music 
- Some of the DJ's play at certain parts where the music is not as instrumental. 

FINAL Digipak

I've added on a 'exclusive tracks' sticker on the front of my digipak cover and than put the last 3 songs as exclusive since the artists' have not made any newer music than what I have already put in the track listing. 

Final Website

For my website, I decided to change a lot of the colour schemes as the yellow and black I thought did not reflect my music video. I changed the backgrounds of each page to a photo of the singer in the layered effect. I also changed the font colour to a lighter blue. 


For the next page I had the background a different photo and I think it works better than the graffiti wall that I had before. 

The black and the blue are much more of a EDM type colour than the yelllow and black which was too 'in your face'. This also gives the website a more modern feel and many EDM digipak's or websites have brighter and more pastel type colours. 

I might change the layout of this page because I want it to stand out. 

For this page I really like the photos being all together but I might also put on a filter over the photos to make them look less dark. 

I also added the Instagram feed to the photo's part so that the audience can follow the singer's Instagram and also to see photos that are behind the scenes only shown on the Instagram. 

For this page I will be changing the font to the blue one that I chose instead of the yellow. 

EDM Websites Examples 

Here's an example of Zedd - DJ's website

Zedd's website is quite plain but the colours are white and a bright green colour. He has not attempted to make his website very appealing to an audience but it has the information needed. 

For Calvin Harris, his website seems to have a theme of black and white but with greens and blues as well. I lie that his background image is slightly grainy which gives it an interesting effect. 

This is also a very plain and minimalist website as the colours are white and red and there isn't anything that pops out to the audience. 

This is a minimalist layout and at the top there are only social media links and no other tabs to click on. 

Whereas this website is much more interactive and has all the top links at the bottom with the social media on the side. As for the colours, they are bright and look like neon lights.

Evaluation Q1a. Conventions

"In what ways does your media product use, develop or challenge forms and conventions of real media products?"

In this VODCAST I have talked about the genre conventions that the EDM genre use in their music videos. I talk about the performance within my music and a dance routine which many fans will be able to copy. I also talk about the DJ's and how they used real instruments to create verisimilitude to my audience. I mention the costumes of my singer and the DJ's who wear quite trendy clothing. Another part of the EDM genre is the editing which I used a lot of for my singer to emphasize certain parts of emotions that the singer is going through. I added a couple for the narrative as that gives the video an interesting story and attracts further young audiences to watch. Lastly I talk about how I added a social media element to attract audiences and to also get people to follow my singer on his social media accounts. 

As for the website and the digipak that I made, they are conventional to the genre of EDM as they colours for the website are similar to those of the music video. The digipak has the an image from the music video which I used for the front panel of my album and than the other panels are from different parts of the music video where I used layering on greenscreen. For further information click on this [Link] to read my post on my digipak. 

I have also made a VODCAST on EDM digipak examples before and also shown how I used photoshop to edit and create my own digipak. Here is my VODCAST that I made on EDM digipak conventions which I changed using different artists and examples. 

In this Prezi I have gone over the intertextuality and inspiration used when creating my music video. On the first slide I have written about my music video idea and how I have used Andrew Goodwin's theory on genre characteristics, and that some EDM videos have a performance and a narrative. On the second slide I have written about my inspiration which I took from many EDM music videos from compilation of artists. In the third slide I have written about how the original music video for the song I chose inspired me for the performance part of my own music video. In the next slide number 4, I have written about music videos that I was inspired by for my performance and certain parts of a Justin Bieber video with interesting camera angles and dancing. In the 5th slide I have written about the choreography which I made up using several dance tutorials on YouTube and one specific dancer on YouTube called Matt Stefanina. The next slide number 6 I have written about Justin Bieber's live performance aiding me in more dance routine ideas for my singer. 

In slide 7, I wrote about the narrative part of my music video and how I had decided to use a couple as the main story. The inspiration was Charlie Puth's music video with singer Selena Gomez. In slide 8 I have written about the DJ's and the Jacku music video which inspired me for a convincing performance. In the 9th slide I wrote about how I have used Todorov's narrative theory in which he believes in a structure of a narrative. Another theorist that relates to my inspiration is Baudrillard who coined the term 'simulacra' believes that within a text is a representation of a representation and that it is harder for any video to become original as everything seems to be taken from a variety of different videos, films and books. This heavily relates to my music video as I have used inspiration from a combination of music videos and dance tutorials.


How does your product represent social groups or issues?
Interview style 
- Age 
- Gender 
- Sexuality 
- Ethnicity 
- Binary Opposites 

Interviewer: Hello everyone! So in today’s show we are going to be chatting to a music video director Riona Drangsfeldt and her main star ‘Justin Bieber’! Welcome!

Interviewer: So what inspired you when creating your music video?

Director:  I did a lot of research on a variety of different music videos and artists. I used the codes and conventions of music videos by Andrew Goodwin so that my music video would create verisimilitude when viewed by an audience.  
Together, Justin and I looked into several DJs that he wanted to collaborate with and we agreed on JackU, which we both thought would be able to create music that would convey the message he wanted to get across to his fans.

Interviewer: And from your music video I see that the main performers are a combination of males and females. So who is the audience you are aiming this video at?

Director: my target audience are 14 to 22 years old females and males and then my secondary audience is 14 to 11 years old.

Justin Bieber: Yeah, I wanted to aim this mainly at my fan base which are mostly teen girls and for JackU they wanted to aim it at older teenagers so together we all decided these were the best age groups.

Interviewer: Ah! Very nice, another thing which I found to be interesting was that the DJ’s and you Justin, seem older, do you think that creates an issue for the younger audiences?

Director: The age I chose for my performer was in his 20's as I thought that if the singer is older it will attract an older audience of teenagers and young adults to watch the music video. As well as his much younger audience. The male DJ that I chose was around 20 years old an adult. I decided to have my DJ young as many of the recent EDM artists are young males. A few examples of young DJ's are Martin Garrix who is a Dutch DJ, who came out with a tune called 'Animals' that became rapidly trendy in 2013. He was only 17 years old but using the same idea of the DJ's being young and therefore creating a role model figure for teenagers to aspire to become. 

Interviewer: And Justin Bieber, being a young male did you feel that the audience, mostly females would watch you’re new music video especially since you took a few months off? You don’t think they would’ve forgotten about you?

Justin Bieber:  male artists seem to still dominate the genres of music like EDM, Rock, Rap and Hip Hop. And Riona and I looked at the theorist Laura Mulvey who believes that the male gaze is an important part of films and music videos. As the main protagonist is a male singer, the female gaze would apply as females would maybe find the performer to be attractive and also since my fan base has become bigger I know a lot of them would watch my new music video and they’ve been really supportive in my decision to become a respected artist.

Interviewer: Well I know I was very excited to see you’re music video and many of the fans here at the studio are very overwhelmed to see you. In this music video you seem to show more of a softer side, why did you decide to show more emotion?

Justin Bieber: I was going through some rough patches in my life and I wanted to convey to my fans that although I have been in the spotlight for a long time I’m still just an ordinary person who goes through the same things that some of these young teens will/will have been going through.

Interviewer: And Riona any reason why you chose to signify this softer side and how you chose it?

Director: For the gender, being a non-Caucasian male would be stereotyped as performing in a more hip-hop to rap style. But with EDM music there is no specific person that can't fit in to the EDM vibe. Another stereotype of a non-Caucasian male is that they would be aggressive and very expressive in their views of society whereas my performer was very expressive in his singing and conveyed many emotions throughout the video. Thus showing a softer side to himself and a more exposed self to the world. A theorist that relates to this is 'Levi Strauss's 'Binary Opposition' in which the male vs female would come into the fact that I decided to choose a male solo artist rather than a female solo artist. And as a female director, I had to consider a few choices in how I could represent my main protagonist. I wanted to make sure it was unconventional to an audience.

Interviewer: That’s very interesting! And so with the DJs how did that work out? Since in the music video you Justin are always filmed alone and not together with the DJs? Why is that?

Justin Bieber: Yeah umm the DJ’s were both on some solo tours so that we decided it was going to be easier to try and film everything separately. Although Diplo and I were at the same green screen studio for some shoots we otherwise filmed  everything separately.

Interviewer: Did you Riona, have any concerns about how the DJ’s would be represented? Especially as we don’t usually see females in the EDM genre.

Director: Well no I had for the gender of my DJ's  decided to have both a male and female DJ. I wanted to use a duo with a female DJ to express the idea to my audience that there are female DJ's and that being a DJ does not have to be something that men are only good at. Using Levi-Strauss's binary oppositions, the male vs female would come in but as working together not as opposites.

Interviewer: and how do you think your music video will relate to your audience?

Director: Using the uses and gratifications theory, I can deduce that my audience would be able to relate to the couples situation as they are young and also the singer is going through a break up which I’m sure many teens will have gone through a similar situation in their lifetime. 

Evaluation Q2. BRANDING

How do the elements of your production work together to create a sense of branding?

Target Audience: 14 years old to 22 years old, both females and males 
Secondary Audience: 11 years old to 14 years old  

In this prezi presentation are several examples of branding by EDM artists and I have put several different pictures of each brand of the artists and their websites, videos, digipaks and more. I have also added some further information on my own brand. 

In this prezi I have written about several examples of branding from a few EDM artists and then I have written about how my own branding was created using greenscreen editing and layering. 


How do your products engage with the audience?

Target Audience: 14 years old to 22 years old, females and males 
Secondary Audience: 11 years old to 14 years old females and males 

In this PowToon I wrote about how each of my products engage with my audience. I start off with my music video and my lyric video which using the uses and gratifications theory I know my audience would watch my music video for several reasons. In the next section I wrote about my website and social media elements which using David Gauntlett's web 2.0 my audience will be able to interact with the 'singer' using Instagram, Facebook or Twitter. 
In the next section I wrote about my research by making a quiz for my audiences and trying to get a specific audience type. In this last section I wrote about my digipak and how I received many likes from Instagram and people who gave me verbal feedback. 

Audience for Justin Bieber and JackU

Justin Bieber has been on a variety of magazine covers from when he first started out to today. As he has grown older he has been featured on magazines aimed at men aged 18 years old and much older. Whereas more female magazines are aimed at younger teens aged 12 to 18 years old. 

As for JackU they are on a few magazine covers but mostly as separate artists then together. Also Diplo is seen as also being in the DJ group 'Major Lazer' which is also a collaboration group of musicians. These magazines are aimed at young teens from ages 16 to 19 years old and the primary audience would be 20 and above.

Evaluation Q3b. DISTRIBUTION

How would they be distributed as real media products?

Powered by emaze
In this presentation, I have written about the Big Three in the music industry and which one JackU would be signed to. I also write about how distribution works and how I would distribute the digipak and music video for JackU. I have mentioned digital distribution and how digitalization has disrupted the music industry. I breifly write about the BBFC and how my music video has safe content and nothing that would rate it older then 18. I have mentioned Atlantic records and how they would be the local distributors and then Warner would be the global distributors. 

Another important part of the music industry is the physical sales. Physical media sales dropped to a large extent. CDs and other physical media have dropped due to the quality of sound and the easy to use streaming services2.9 million records sold in the past 6 months in 2012, record stores are doing well, sales have raised to 14% from 2012. Vinyls are more popular with a younger audience especially since they have become a fashionable trend to have one.  


Evaluation Q4. Technology

Youtuber Video - Haul video

For my music video I used a lot of different technologies and different websites and softwares. For my production I used my canon camera 1300D, and my tripod TnB, lastly I used a GoPro 4 which was a new experience for me. And I also went to a green screen studio to film some scenes there. I also borrowed a green screen for filming the phone scene at the start of my music video. I also used several SD cards and memory sticks for transferring clips onto different computers. 

Websites I used: - blogging on my journey from AS to A2 and uploading my coursework and any notes that I make from class which are always helpful for exam revision. - helped to create my website for my artists - using a template I picked I was able to customize it and making it into my own website with added photos, videos, music and tour dates. I even made merchandise for my artists and added social media links. - very helpful to find inspiration for my Music Video and also to download music. I was also able to make some playlists on EDM music videos and watching other A Level music videos. - downloading music, for my Music video and useful for using in VODCASTs. - Making PODCASTs about my journey and talking about how I updated my music video, website and digipak. - easy to find fonts for my digipak and can be downloaded and used for the merchandise or the branding for my singer. - great way to help revise media terminology and definitions for the exam. - downloading videos from YouTube to a video format MP4 or MP3. - getting the lyrics so that my singer could lip sync and so that I could analyse it. - quiz site I used to help me find an audience for both Justin Bieber and Skrillex and Diplo. - a site that is helpful for making a creative presentation - another site that is great for making presentations. 

Software I used: 

Final Cut Pro X - software I used for my MV very easy to use after AS and I could experiment with more effects . 

iMovie - making simple VODCASTs 

Photoshop - for my digipak, I used this software which was very interesting to use and experiment with. 

 Movie Maker - for quick simple vodcasts 

Microsoft Office PowerPoint - also for vodcast making 

On my BLOG

On my blog you will find some posts on editing and showing how I experimented with different effects and techniques for both my digipak and for my music video. 


Sample scene 3 and experimental editing [LINK]

Experimental editing 2 [LINK]

Editing experiments 3 [LINK]

Digipak Experimenting 1 [LINK]

Digipak Experimenting 2 [LINK]

Digipak Experimenting 3 [LINK]

Digipak Final Rough draft [LINK]

VODCAST on digipaks - has a short time lapse of me creating my final digipak using Photoshop. [LINK

Here is my VODCAST on EDM Digipak covers 2. [LINK]

Monday, 10 April 2017

Social Media - Post Updates - April

Here are the recent posts I have made mostly about all my finished products, website, digipak and Final Cut. As you can see there is a much better sense of branding as all the products have similar colours. 

Saturday, 8 April 2017

VODCAST on EDM digipaks 2

This is my second VODCAST on conventions of a EDM digipak. I have gone over the same topics as the last one but using different artists and similar to my own digipak cover. 

Friday, 7 April 2017

Evidence of Directing

Here is a compilation of footage from filming my Music Video where I am directing my 'cast' to do different things. 

When I was directing my singer we tried and tested several dance movements after looking at how Justin Bieber dances to this song and were inspired to try similar moves. 
For the couple, I told them whether they had to walk or hold hands but they were immediately very natural on screenFor the DJ's I told them to pretend to play the keyboard or to move the controls like a DJ. 
Most of the directing I did was to help indicate what exactly the 'cast' had to do and also sometimes during the practice shoots I would direct and also let the 'cast' find what suits them best. 

Wednesday, 5 April 2017

EDM Digipak/CD covers VODCAST

In this VODCAST I talk about the EDM genre conventions for the digipak and what the front covers look like in order to help me create my own digipak using the similar colours that fit the genre. I used examples from EDM artists such as Avicii, Skrillex, Zedd and Gallants, David Guetta and Alan Walker. All of whom are popular in the EDM industry. 

Saturday, 1 April 2017

Book Review Notes: Censorship - Julian Petley

I have recently been reading Julian Petley's book on Censorship which I have found to be very relevant to my coursework and exam revision. In his book he discusses a variety of different kinds of censorship in the media, including journalists who are targeted, the press in England and other parts of the world, censorship in films and the cinema. Each chapter gave a detailed account of various situations where censorship is used. 

- Derek Jones defines censorship as "a variety of processes...formal and informal, overt and covert, conscious and unconscious, by which restrictions are imposed on the collection, display, dissemination and exchange of information, opinions, ideas ad imaginative expression". 
- Most effective form of censorship consists in preventing contentions material from ever being produced in the first place. 
- Licensing - a system by which the authorities give permission to certain bodies to operate in the marketplace, and is meant to ensure that only works which are produced and/or approved by these organisations are allowed into circulation. 
- Differences between the US and the UK licensing systems for films/videos/DVDs 
- Licensees have been forced to take account of changing public tastes and standards. 
- The British System of licensing films concludes that it is in fact less independent of the state then is generally supposed, while the US system suggests that, the last analysis, it represents a form of economic censorship
- American film makers do not have to submit themselves to the licensing process (as they do in Britain), but if they refuse, they may find it impossible or extremely difficult to get their films shown in mainstream cinemas or sold/rented by major DVD chains. 
- Market Censorship - narrows the range of the media content on offer, elevates entertainment over info, treats audiences as consumers rather than citizens. 
- And puts too much power in media owners and encourages close relationships with the government and media corporations.