Evaluation Q4

Q4)
How did you use media technologies in the construction and research, planning and evaluation stages?


The planning and research stages of our project were very in depth and we used a range of different "media technologies" to collect the information and resources we needed. Firstly we needed to look at existing music videos that fell into our chosen genre (pop and R&B), the reason we chose this specific genre is because we wanted our video to be fun and up tempo, these are some of the words I would personally use to describe the genre, as being a pop and R&B fan myself I have encountered a variety of videos and songs. We used YouTube to search for certain songs we believed where a part of that specific genre and watched the whole clip before collecting the embed code and inserting the video link onto our blogs, each of us then analysed 2 videos and linked them to media conventions. Collecting the embed code was simple as it was available just underneath the video link and was transferred quickly and easily and because YouTube is a world renowned website we knew it was highly unlikely that viruses could be caused.
After completing that task we went onto analyse both digipak and advert examples, again from pop and R&B artists, this would help us with our future tasks of creating our own digipak and advert as we could get tips and be able to notice clearly the elements used throughout each. For example; artists name, song title, an image of some sort, record label e.t.c. To collect these images we used simply Google Images and it came up with a range of different ones for us to choose from so meant it wasn’t hard for us to separately analyse 2 each, the images were of a average size so the examiner can look at it clearly and notice each aspect we have talked about but also Google allows you to save the images free of charge, which was useful for us as the process of saving the image and adding it to our blogs to analyse was completed very quickly. However a downfall to this program was that some of the images had no relevance to our genre and meant we did have to take a lot of lesson time to search for specific digipak and adverts that would link to our work.
When it came to filling in things like; the treatment sheet and call sheets for each destination and risk assessment, we simply used Microsoft Word as it meant the work was presented in a more professional manner compared to hand written and was another use of media program to show on our blogs. When it came to filling out the call sheet our subject tutors gave us mock ups of what to fill in for each destination, however the treatment sheet and risk assessment was all our own doing, from scratch we added all the information which meant it was easier for us to understand and put into our own words but also if any spelling errors should occur then this would show up on Microsoft Word and give us suggestions of what we might have meant, this small element could result in our work being of a higher level so it’s critical that we do check our spelling and grammar. After writing up our answers we copied the documents across to our blogs.
The final technology we used through the research and planning stage was the Sony Hard Drive Camera, in which we used to film our audience research, it’s a small hand held camera and very easy to work with, the only settings we used when collecting our research was the play and stop buttons; play when we were recording a person’s answers to the question and stop when they had finished and we then moved onto another student before the same process was put into place again. In previous lessons I have had problems with the camera’s running out of battery after a certain time; however this one was fully charged and lasted the duration of our recordings. When finished we simply used a wire to attach the camera to the MAC before selecting the file and copying it into I Movie which is the program that allowed us to select the best clips and put them into place in sync, this is a more simple program to use compared to Final Cut (which we used for our music video) as it has less settings to concentrate on, but overall throughout the duration of our research and planning a variety of technologies where used and all at the highest ability to show off each group members skills.
When we had completed the research and planning section of our blog, we then moved onto the construction of the music video. This included posts from discussions in the group to how we had put adverts and digipak together and the final version of the music video. The equipment in which we used to film our music video consisted of a Sony Hard Drive camera; this allowed us to create a variety of different shots through the cameras features such as zooming in to create meat shots. For some scenes we connected the camera to a tripod to allow smooth and steady camera movements for example the use of whip pan in our frantic running scene. However a downfall that came with the camera was its lack of battery charge as when filming some scenes the camera's battery descended rapidly. Also for the beginning scenes we filmed the tripod was of an unsteady quality and this did interfere with our clips which we reported back to our subject tutor with so she could bare it in mind when it came to viewing these clips in our video.
When it came to uploading our footage we used I movie in order to change each of the clips to a .mov format so the quality would be at its highest and at a more professional standard, then opened each of the clips into Final Cut where we could watch them in full and decide which would be successful enough to be included in the actual music video itself, due to the extreme quality of this program it meant we could cut back to specific parts of the video and separate them from others if it meant making the whole video look rushed and unedited. This is also the program we used to add on various effects to our clips; the jerky screen movement of our main character during the couch scene, we added this effect because we thought that the scene looked slightly boring compared to the rest of the video and by adding the effect to each separate clip it made each one of them more eye catching and interesting to look at.
It had elements which included a razor, where you could cut off a small part of the clip that we may not have wanted to use due to “camera faults” or “focus of the characters” e.t.c this was a process that took a small amount of time, it was the rendering of the large clips that took the longest, especially when we added effects on top of the clips, Final Cut had to select the clip and change it to the new version but because of the large files we were compressing it sometimes meant half the lesson was taken up by just rendering, so for next time we know to cut down our clips into sections.
An element that our group especially found useful was the fact we could speed up the clips to as fast as we wanted, we also had the option to change the clip to backwards these both came into use because the whole video is about making her look disjointed and mental and by changing these small things the small clip can look completely different. We added these two effects on a group of clips towards the end of the video, they all made a montage and linked into together well.
The final main point that Final Cut has compared to any other program is the amount of space you can use to edit clips, we made around 5 layers of different clips so they didn’t get mixed up, but you have the option to keep adding layers when needed but also locking the layers so none of the clips involved can’t move when we were focusing on a specific one, because as we found out if you don’t lock each layer and you make changes to one it moves the rest of the clips out of place.
After fully completing our music video each of the posts that came with it were basically just updating our blogs so all written work was done on there, apart from the rough cuts which needed to be compressed into Quick Time before being added to You Tube, we then took the embed code and updated them to our blog. We created 3 of these and it showed how each time we had changed the video to make it better.

Then it went onto the ancillary tasks (Digipak and Advert), these were both completed in Photoshop, However we used a Nikon camera to capture the photo shoot we put together especially for these two projects. When finished we selected the best few images and added them to Photoshop, because we had used a leopard print reflection not much editing needed to be done to the images themselves, except from a slight amount of contrast to increase the amount of emphasis on the print, it was just the marketing points we needed to include. For example on the digipak; the artists name, song title, list of songs, copyright information, bar code and company logo. As for the digipak; artist’s name, song title, phone scanner, release date, company logo, opinions from magazines and websites. All of these elements where added using the text tool on Photoshop we just downloaded the fonts separately from a internet font website and added them into the font selection for us to choose (Werewolf and Katy Berry), The barcode and phone scanner were both copied from Google images and transferred in as a new layer and our company logo was created in a new tab and then also transferred. The process of adding everything in didn’t take long it was more positioning each of the layers that was fiddly especially on the digipak.
Overall Photoshop was a successful program to use as I believe it had all the appropriate settings we needed to create the digipak and advert in a professional way. However some groups may have struggled to use it because it is slightly complicated, but because I am a photography student I do understand most things. Both files needed to be changed to a jpg before adding them to our blogs for analysis.

Finally we had to create evaluations to go along with our video; there were 4 separate questions which we devised out into the group equally. We decided to try and create each question using a different technology to show the examiner how diverse we are. However the options where very limited, we had the choice of a Prezi, creating our own video, Power point or we came up with our own plan for this question by writing it on Microsoft word then creating either recordings using Screenr of me showing how to use each program or just collecting screen grabs. For question 1 we decided to create a video because it’s the longest and most detailed question and would take less time talking about it and adding in other elements rather than write everything down. For this we used the media studio which is available through college to film our video because it has a green screen which we transferred our video onto as it played in the background as we talked so that viewers would have something to look at and the video was more entertaining rather than us sat in the classroom talking into the camera. There was also a range of lights available and we had the use of the ICT assistant to work all the controls and add our video to the green screen, but also add our writing onto the auto queue and control the speed e.t.c to a level that we could all read comfortably, without he’s help we wouldn’t have completed the video in the lesson time as we would of had to work everything ourselves so it was a great help. After filming all of the parts, the ICT assistant transferred each of the files onto my art drive so I could access them instantly in the classroom to start editing the video together. We again used Final Cut to put the video together, as well as including our filming from the studio we over lapped our voices with clips from our music video that linked in to what we were talking about but also downloaded videos via YouTube and Zamzar where you add the web address and convert to mov and the file gets sent to your hotmail account, these videos were the ones we were influenced by and also used clips from them to compare with our own. The same rules applied for Final Cut as above.

When evaluating questions 2& 3 we decided to use Prezi and I did one and Sophie completed the other. Prezi is an online power point website in which you can add loads of sections of writing and images and then make a path which links them all together before showing it finally in a power point. It’s a very easy program to use as you can change the fonts to what suits you and also the background and font colours using theme wizard (which I kept in with our brand identity – purple and the font – white) you also write whatever amount you need and then alter the size of how the font is shown on screen, you can also rotate it so it’s more interesting to look at. However because my question was so detailed I kept my writing all straight on and tried to separate some of the writing to ensure it was understandable for all. The only bad thing about prezi is that it has no spell checker, so this was very time consuming for me to go through everything I had written to check for mistakes, it would have been so much easier if it changed them automatically.
Finally this is evaluation question 4 which I have completed on Microsoft Word because it’s slightly like bringing everything together, so I thought it would be way too long to include in a video and too much to write about in a prezi, so this is the next most professional way to go around presenting it. It is also a program which checks spelling so has saved me a lot of time, however just presenting the question like this would be seen as “boring” compared to the way we have presented the other 3 questions in the evaluation section. So after completing the written part I am either going to record step by step tutorials using the Screenr program on the internet in which you record yourself talking through exactly what you are doing on screen, for example I could be adding text to Photoshop, as well as showing them where you add text I will also be talking through it. However with only one lesson left to complete the evaluations I may have to resort to something less adventurous, screen grabs of me completing certain tasks, both will be easy to understand just the Screenr might be more interesting to watch.

Overall I think using a lot of different technologies through this coursework module has give me lots of confidence to try new things but also made me passionate about creating each piece of my work to the highest standard I can because I have the resources to do it, I just need the motivation and I hope throughout everything I have done it’s clearly shown.

Evaluation Question 1

evaluation question 3

Evaluation Q3 on Prezi

Evaluation Question 3

Q3) What have you learned from your audience feedback?

After creating our final draft for the music video we needed to collect a variety of feedback styles from a range of different people (some including our target audience) via social networking sites but also word of mouth. I was surprised at the high percentage of positive comments we received back because as a group there are parts of the video that we would re shoot and change if we had time, so because no one picked up on the smaller scenes that could have let us down it shows that they are not as problematic as assumed. The reason we decided to use the selection of social networking sites is because they have such a large amount of the population accessing them everyday and we thought that instead of just asking close friends to give opinions, opening it up for the general public to leave comments meant we would get truthful and reliable answers from different age ranges and also different genders, this shows we are not being biast by just collecting results from people we know who could only give us successful points because we know them, as a group we were open to any feedback (positive or negative) as it made us think about how things could be changed in the future if we had chance to re do this piece of coursework but also realistically how other people see our video, because some of the feedback we may agree with to an extent but the negative feedback we don’t understand can be used as a useful resource for us to give our own personal evaluation about. Using the Stuart Hall theory to help me comment on each individual feedback comment we received using media conventions and language will show that I have tried to express this specific evaluation analysis at the highest level and as well as using my own personal analysis I hope it’s put into a high grade boundary.

The first comment we received was from YouTube, the reason we posted our video onto this program is because we believed that anyone could view it and make their honest suggestions about the video as a whole. The first comment was from a male who said, “Pros – Lip syncing is good, mise en scene is also very good keeps the audience interested. Good use of props and costumes”
“Cons – One of the main scenes goes on for quite awhile (man running)” I agree with the fact that the lip syncing was successful as when filming each scene we took a copy of the track for our main character to mime with to make sure when editing every part would be in time. It shows that we kept the audience interested, which relates to the Goodwin theory as we created a different narrative with each of the outfits for example the tea party scene the main character looks very classy however the scene where she is positioned behind the metal bars she looks very casual and also quite rugged due to the holes in the clothes. The reason we created a large amount of scenes is because we wanted to show the audience how her personality changes through different characters and locations and it seemed to interest quite a lot of people we found through the positive feedback we also changed her outfits often to appeal to the male gaze theory and this is definitely a point that has been successful as many people have commented on her being exposed, however it was intentional. The con that he gave us is an element where I can see where he is coming from because when watching the video although there are a lot of cuts of him running up and down the long path it does keep running for some time however because we ran out of time filming the rest of the video we didn’t have any other clips to replace it with, however this criticism is useful as it links to some of my negative outlooks on the video.
The next comment was from a female who also commented through YouTube and because she is a current media student we believed she would pick up on what idea we were going with through the video. Her comment was “Very good lasses, looks very professional. Good job playing the part Emily!” although it’s a short comment it’s positive and I really appreciate the professional part because it means by using existing media conventions and following plans from our research we have created a similar type of video. I believe the main elements that relate to why it looks so professional is how confident our main character was as she took on the personality and cannibal type of character we wanted her portray perfectly but also the variety of shots we captured and the thought beats we have encountered which included a shot cut on each fast beat, this would make it more interesting to watch and could have been a point she was regarding too when she said professional.
The next piece of feedback was from a male who I didn’t know, whereas I knew the other two people who give us feedback I still wouldn’t class them as close friends so they are still being truthful without us influencing their judgements, however this unknown male said “This is pretty well done, good job! Great editing” our editing skills are being talked about once again here, although the previous comment only said “professional” the only reason it was seen in that light was due to the amount of editing we did to our video. When it came down to editing each clip we knew we wanted to make the layout exciting to keep the viewers interested and filters from the editing program brought out the technical side to me especially the superimposing part as I learnt how to lower and increase the opacity over one clip to make the level equal for the reveal of both clips through the first verse. Giving compliments like good job! and well done make me feel really proud that I have achieved such a strong final outcome and people appreciate the work that I have put in.
This comment is from a fellow media student who is in the year below us but personally sent me a direct message letting me know how good the video was so I asked her to leave her own comment on the video so we could use it as another use of feedback, to make it easier for her I also told her to post it on the YouTube account as Emily had only added a number of people to our Facebook page so she wouldn’t have been able to access that. Her comment was “This is such a good video! I really like the effort put into the costumes and the variety of different camera shots and angles. I like the speeded up parts that you have edited in too!” Overall I think this is another positive piece of feedback and she was one of the only people to pick up on the camera angles and shots, when filming the different scenes for this we made sure we took a couple of takes to the side of the characters in front of the characters, behind the characters, up close just to make sure we had alot of footage to work with when putting it all together just so the same angle of one clip was played continuously as attention would be lost. The reason we added the speeded up parts of the main character doing jolter head movements and weird body positions was to reflect on her “cannibalism” as she was hiding behind a normal teenage girl’s body and meant she couldn’t be the person she really hoped to be and through the video you can see how the anger builds up right until she lets go and “transforms” in the tea party scene, but adding a high level of speed to some clips would make the audience look again and again.
This feedback comment came from someone with the name Instant Win which meant it’s hard to determine which sex they are from, but that’s the interesting thing about feedback you don’t know who is going to comment. However they said the following “I liked the effects used when editing especially the superimposing, the lip syncing looks professional and the shots are cut to the beat of the music” The reason we added a superimposed part to our video is the fact that the main character wanted to eat the male character and he was running away from her down a long path but we slowed the running speed down so we could put a clip of her laughing at the entrance of the path so viewers may think she has already caught him and this fades in and out so you can see both characters clearly, however the chorus kicks in and you see him moving at normal speed the technique was used for editing purposes. I talked about the lip syncing previously as our character is a performing arts student she knows her rhythms and sense of beats through a song so she timed exactly when to come in, this was also important when cutting the clips to the beats as it meant fast paced editing hence the reason why we did lots of takes in one location because we knew most of them would get used at least once. Again a positive comment but what I have found out when analysing most of this feedback is it’s all very similar and about the same topics; Editing, Lip Sync and Mise En Scene.

We then went onto posting the video on Facebook in a private group and we received 3 different comments. Because the group was set to private it meant that we only added a certain number of people so chances are we would know them however we wanted the truth so we had something to work with. The first comment read “I like the way that different editing techniques have been used for example when you speed parts up”
The second read “Lip – Syncing is all on time so it looks professional. Some good transitions between shots like the fade one including the slow motion laugh. It’s an interesting video; it wouldn’t get boring after a few watches. Also it’s really scary, I like that.”
Finally the last comment read “I like the use of the fast paced editing and how it gives the video a greater effect overall, also how you used real life locations so that it is more realistic, however there are a few shaky hand movements ( but I didn’t think that was important because the video is so good!)”
The reason I have just quoted all of these comments rather than write about each one of them individually is because they all have similar meanings and I think each point can be spoken about as a whole. Editing is talked about alot they all seem to appreciate the speeded up parts which is good to know as there parts of the storyline which hopefully they have considered why we added them in because as well as entertaining viewers we want each of them to understand the storyline we have created. The fact someone commented on the fact that it wouldn’t get boring after a while brings in again Goodwin’s theory about keeping people interested at all times because I believe when watching it more and more the actual story unfolds. Although I am grateful for all the positive feedback getting criticism is more interesting as I get to give my own feedback on it. One person said the camera movements where shaky at times and this is a point that I 100% agree with and if we could go back and re shoot some scenes I would because it’s distracting but also lacks the professional quality of an actual music video.

I went onto ask people to comment on what they believe the storyline is behind our music video and exactly what they see when they are watching it. The reason I did this was to get more detailed explanations but also to link each of the comments I receive to the Stuart Hall theory. The first comment I received was via Facebook; “I believe that Emily has physiological issues throughout the video and she likes to eat people” this male does have some of the correct perceptions of the video as we wanted the audience to notice a change in her personality from looking and acting like a young girl to bringing out her vicious side and attacking the male characters and I think the reason he has mention physiological is because she is going mad through the video as she just wants to be a cannibal and doesn’t want to hide her identity any longer and she does transform in one of the end scenes, however the fact she likes eating people could be known just by the song title so I think that most people would notice that, linking this comment back to the Stuart Hall theory I think this comment links to the storyline to an extent which in he’s theory is called “Negotiated” Where the audience accepts, rejects, or refines elements of the text in light of previously held views, example neither agreeing or disagreeing with the political speech or being disinterested. The reason I believe this point is true is because he touches on her issues but doesn’t explain what about and how she confronts them, our aim is to make each viewer come up with a storyline and hope it’s the one that we created.

The second comment was given by a fellow media student who we believed would have the ability to use media terminology to a high standard. We again asked him what he thought the storyline behind the music video was he said, "I really enjoyed this piece of work as you can clearly see the storyline is about a young, attractive female who goes around eating boys. This shows you in the lyrics "i eat boys up" Lip syncing is consistent throughout the full music video. I really liked the effects used when editing, especially the superimposing. Overall I find the full video looks highly professional and very entertaining :)". The storyline that he believes to be true is that our main character likes to eat boys, also referring to her as being "attractive" means he has picked up on the "male gaze" theory which shows her wearing revealing outfits to attract the attention of male viewers. He believes that we have illustrated a link between the clips in our video and the lyrics in the song. The reason for this is because we wanted to make sure our music video was keeping in with the media conventions linked to a usual Ke$ha videos e.g revealing costumes, outrageous personality and confident about the characters she is playing which are some of the elements included in our own video. Linking this into the stuart hall theory it shows that the male got our "preferred" storyline of the video, which meant he interpreted it in the correct way.

Below is a chart/graph showing how many people have watched our video and what programs they have accessed it by.
You can see the graph at the top of the image with letters which are shown underneath and explain exactly what each of them stands for. I believe this is a useful way to look deeper into where the feedback has come from and when I go onto presenting this specific question I will go into more detail about how many people used the different programs and also analyse the graph to try and estimate the age range for each separate “letter” and also in the bottom corner you can also see where in the world our video is being watched the most and least, this will also be an element I can look deeper into when presenting this question in greater detail.




Overall the comments we received from the feedback have all been positive and any other points where constructive criticism and nothing to harsh, the reason I believe that is because most of the people watching have only picked up on the negative parts that we also agree with so we haven’t been offended or annoyed as we would change each of them parts ourselves with extra time. Now I just need to think exactly how I am going to present this question it’s either going to be through a video where I will talk about each comment in detail why it is shown behind me through the green screen along with our video to link to each comment as this might mean I add elements in that I maybe didn’t think about when writing this, or my other option is to create a prezi and talk about the comments in detail and what my overall opinion is on each of them, clips can be shown on this too but I just need to think about whether the prezi would be entertaining enough for the audiences to look at.

Final Video

Video Draft

This is one of the final edits of our video. Although this video could be submitted there are still parts of it which needs to be improved in order to boost our grade. We will come back and change these at a later date to make our video stronger and flow better.

Anamatic

Lyrics Breakdown

[verse 1]
Rawr! Rawr! 0.03 – 0.07 seconds
I have a heart, I swear I do 0.08 – 0.09 seconds
But just not, baby, when it comes to you 0.09 – 0.10 seconds
I get so hungry when you say you love me 0.11 – 0.12 seconds
Hush if you know what's good for you 0.13 – 0.14 seconds
I think you're hot, I think you're cool 0.15 – 0.16 seconds
You're the kind of guy I'd stalk in school 0.17 – 0.18 seconds
But now that I'm famous, you're up my anus 0.19 -0.20 seconds
Now I'm gonna eat you, fool! 0.21 - 0.22 seconds

In the first part of the video the camera will change from a tracking shot showing a deserted area with leaves blowing across the floor to an extreme long shot which will appear to be a dead body covered in blood on the floor, Emily will then be positioned over the body with her back to the camera and then turn round to face the camera (this is when the beginning of the song starts and she will say RAWR!) with blood all around her mouth suggesting that she has been attacking the body, a disorted and uneasy haze will be edited into the scene to add a slight horror element and make the audience feel uncomfortable. She will also be wearing white contacts to make her look as though she is slightly demented. The body, which viewers will assume has been attacked, will then be demanded by the main character to stand up while she circulates him with he’s gaze constantly upon her. Various gestures are used to show her dominating and enticing emotion for example clawing the male character and also sniffing him because she is a cannibal blood is the main element that she is attracted too in humans. The creepy theme of the video will be kept throughout the characters gestures being quick head to hand movements to make her look un human like. Then she will say the line “now I’m going to eat you fool” and at this part of the video it suddenly cuts to another scene. The next time you see the male character he will be running away.

[chorus]
I eat boys up 0.22 – 0.23 seconds
Breakfast and lunch 0.24 – 0.25 seconds
Then, when I'm thirsty, I drink their blood 0.26 – 0.29 seconds
Carnivore, animal, I am a cannibal 0.30 – 0.33 seconds
I eat boys up 0.34 – 0.35 seconds
You better run 0.36 – 0.37 seconds
I am cannibal! (Cannibal, cannibal, I am!) 0.38 – 0.44 seconds
I am cannibal! (Cannibal! I'll eat you up!) 0.45 – 0.51 seconds
I am cannibal! (Cannibal, cannibal, I am!) 0.52 – 0.58 seconds
I am cannibal! (Cannibal! I'll eat you up!) 0.59 – 1.05 seconds

This part of the song focuses on the main character in various positions while her mental stage takes over, she will be doing lots of distorted head movements and we will make each shot look like there tripping to make it look believable. There will also be various shots of different “victims” that the main character will have attacked. Eg strangled, drowned, eaten etc.
She is oblivious to the camera throughout the full video but the line “you better run” from the chorus she wants to include the audience as if they have entered her personal space and it’s spoken directly to them because she wants them to understand. Then the camera quickly diverts to the male character running away from the main character as he thinks he is now free, throughout the continuous I am cannibal! lyrics it will flip from the male character running away, then to the main character who is playing with the animal heart which she is really fond of which you can tell by the amount of shots we use showing her squeezing the blood onto herself and because its one element of a cannibal that is always linked so she begins to rub the blood into her body because she wants to remise the feeling. Then the camera skips back to the male character running away now looking behind him, as he is scared that she is coming after him.

[verse 2]
Whenever you tell me I'm pretty 1.07 – 1.08 seconds
That's when the hunger really hits me 1.08 – 1.09 seconds
Your little heart goes pitter patter 1.10 – 1.12 seconds
I want your liver on a platter 1.12 – 1.14 seconds
Use your finger to stir my tea 1.14 – 1.15 seconds
Then, for dessert, I'll suck your teeth 1.16 – 1.17 seconds
Be too sweet and you'll be a goner 1.18 – 1.19 seconds
Yep, I'll pull a Jeffrey Dahmer 1.20 – 1.21 seconds

This section of the video will be all about the main character in a
secluded place, this is where she feels free and can be herself. In this section she will be positioned behind metal bars, which will protect her from the outside world, various different distorted and disjointed positions will be used to make her look mental and out of control and make the audience feel uncomfortable while viewing because we are contradicting the conventions linked to a cannibal by using gestures telling them to come towards her they would obviously do the opposite as it wouldn’t be safe.

[chorus]
I eat boys up 1.21 – 1.23 seconds
Breakfast and lunch 1.23-1.24 seconds
Then, when I'm thirsty, I drink their blood 1.25 – 1.28 seconds
Carnivore, animal, I am a cannibal 1.29 – 1.32 seconds
I eat boys up 1.33 – 1.34 seconds
You better run 1.35 – 1.36 seconds
I am cannibal! (Cannibal, cannibal, I am!) 1.37 – 1.43 seconds
I am cannibal! (Cannibal! I'll eat you up!) 1.44 – 1.50 seconds
I am cannibal! (Cannibal, cannibal, I am!) 1.51 – 1.57 seconds
I am cannibal! (Cannibal! I'll eat you up!) 1.58 – 2.05 seconds

The main character will be crawling towards the camera with the victims following behind, she will have a sharp focus by walking to the beat and because she has already attacked them they will look slightly weak and disjointed to add to the scary element. They will then begin to run away in different directions away from her so she doesn’t catch up to them, what they don’t know is that she doesn’t have any intention of moving as she is reminiscing the time that she attacked them all so she will be rolling around the ground with blood fresh on her skin. A dance scene will then follow on from this section with them doing a “thriller” inspired dance routine. The main character however will be doing different moves compared to the backing dancers, as she is the most important person included in the video.

Oh-whoa-whoa-oh! 2.06 – 2.08 seconds
Oh-whoa-whoa-oh-oh! 2.09 - 2.12 seconds
Oh-whoa-whoa-oh! 2.13 – 2.16 seconds
Oh-whoa-whoa-oh-oh! 2.17 - 2.20 seconds
Oh-whoa-whoa-oh! 2.21 - 2.23 seconds
Oh-whoa-whoa-oh-oh! 2.24 - 2.27 seconds
Oh-whoa-whoa-oh! 2.28 – 2.31 seconds
Oh-whoa-whoa-oh-oh! 2.32 – 2.35 seconds

This part of the song will include various montage of the main character in the three different locations we have used, but it will be showing her having a good time by throwing her body around and creating disjointed effects through her body shapes but also sexual poses so that she still appeals to the male audience. This goes against the cannibal nature of the character and shows that she is just a normal girl behind it.

I am cannibal! (Cannibal, cannibal, I am!) 2.36 – 2.42 seconds
I am cannibal! (Cannibal! I'll eat you up!) 2.43 – 2.49 seconds
I am cannibal! (Cannibal, cannibal, I am!) 2.50 – 2.57 seconds
I am cannibal! (Cannibal! I'll eat you up!) 2.58 – 3.04 seconds

The dancers will again be included in this scene as they will be miming this section together before then picking her up showing that she is still the main focus and the dominating one.

I love you 3.06 – 3.07 seconds
I warned you 3.10 – 3.11 seconds
Rawr! 3.11 – 3.12 seconds

This scene will contain both the main character and the male character, there will mainly be close ups shots used as she is explaining each line of this verse write into he’s face so he understands and it will then suddenly flick to the main character clawing the screen on the final lyric “rawr” concluding the video.

Call Sheet 3 - Blackhall Rocks

Call sheet 3

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Call Sheet 2 - Hart to Haswell Walkway

Call sheet 2

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Call Sheet 1 - Hartlepool Sixth Form College

Call sheet 1

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Audience Research Video

Treatment Sheet

Treatment sheet

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Permission Request - RCA Records

Music Video Analysis

The sound at the beginning of this video is quite robotic and futuristic in the way that the singers voice has been manipulated to go very high pitched, this also could of been an overlay of many people's voices together but I believe the reason for this is because the band are situated in a lift but other than that I don't believe it has any relevance to the meaning of the song or video the band or director may have just decided to add a unique element to it. The rest of the beats of the song are exactly what you would normally associate with this type of band as most of there songs have an upbeat tempo which would be usually played in a club and get everyone dancing because of its catchy beat. A club is the main thing I do visualise when listening to this song and the only reason I think that is because of it's technological advancement which has been done through the editing stage makes it slightly different to what these girls normally done and means they are more up to date with the technology around today. Echoes are used a lot through the song to enhance each singers voice and make them stand out from the others in the band but also means they can expand there vocal chords in different ways rather than just singing verses, the usual echoes have been dragged out a lot longer to add again a futuristic element to the song and it works very well with the concept.

The narrative of this song is the most interesting out of every song I have analysed because its quite in depth and tells a real story that the band want to get across as the word notorious is linked to the media side of things and genuanly talked about by the general public, which is believed to be true. So each of the member of the band are trying to get the point across that they are "notorious" and go along with what the media say about them. There attitude is portrayed strongly also to show the meaning that whatever they say about them they dont care about. They are first shown in an elevator with smart office clothing on which shows a different side to them compared to their other videos this tells a story of them from day to night.

The dance moves are also very futuristic like the overall sound of the music with alot of pauses throughout to make them look more 3D and "in your face" but they work very well and the dance scene in the club on the top floor of the office is the best part of the video because it shows the girls each unique dance moves along with professional dancers how flew in from America especially. The lyrics and whole meaning of the song I don't believe are shown at all in the video, which means disjuncture is used as they are ignoring the song completely when creating the video. I believe the girls in the band has that star image in their fans eyes so they need to keep themselves popular by creating videos that many of the fans link to them, so although the video has no relevance to the actual meaning of the song, fans will still appreciate it because it's from one of their favorite bands and doing their usual dance routines and wearing the same sort of revealing clothing means they will find it more enjoyable and the song will stick with them because of how unique there style of video is.

Music Video Analysis

The sound element of the track is consistent throughout, but it doesn't make you think immediately about a type of music or genre but it's a very catchy tune and its very loud and dramatic which instantly means its going to be memorable for the viewers compared to a slower song which could take alot longer to sense the meaning of it or enjoy it as much. At the beginning of the video a soft wind sound is played showing the artist spinning around in a surreal looking place so makes viewers feel like they are in another world but also the video gives off a very positive effect because of the use of colours (pink and red) which are very girly and also the summery surroundings make the video very fun and enjoyable to many different audiences.

The chorus is when the beats really kick in as they get alot louder and faster and they also seem to jump around and repeat alot but this works well for the type of song the artist has created.
Also at the beginning of the video there is a montage of different camera angles and different scenes that the artist is in to make it more interesting to the eye and show the diversity in the editing techniques, although its not as outstanding as the rude boy video it still has elements that are up and beyond what average music videos intake such as the beautiful locations and the range of camera angles showing the beauty of the artist herself.

I believe the narrative of this music video is the artist portraying the fact that she is in a world on her own which is not a place you would usually link to being a setting for a song with such a strong message. The artist is saying that she wants someone who she maybe in a relationship with or thinks a lot about to make her feel like she is the only person he/she would think about in the world maybe by showing their love or affection and I think this is shown well throughout the video because she is the only person included in it so means she is the main focus and the different scenes she is shown in are very adventurous one scene showing her up in the clouds on a large swing gives the idea being up there she would be away from anyone else that could get involved in the experience between her and her lover. Also at the end of the video she is shown jumping around maybe even celebrating with a firework background giving the viewers the idea that she has accomplished what she intended to do and the meaning behind the ending could be if you want something from someone so much and you show them then you could have a positive ending.

By visualising the video the viewers would link it to Amplification because although some parts of the video link back to the lyrics other parts have no relevance at all which shows the director Anthony Mandler put he's own stamp on it and he's outlook on the video suggested he wanted to make the video as simple as possible but with exaggerated scenery to make her look like she's in a surreal place almost like "something from a postcard". The main lyrics that link to the video completely are "only girl in the world" while the artist is shown alone in this unreal place suggests she is the only one there which works really well.

The technical aspect of the video doesn't look like it would of had much editing done to it meaning it would change a lot of the recording footage like some of Rihanna's previous videos including Umbrella and Whos That Chick? Only girl had actually been filmed in those unreal landscapes and the artist did actually wear those outrageous outfits so all that would of needed to be considered in the editing stage of the video would of been clipping some parts of the video and adding them to the montage at the beginning as well as repeating parts of the video to go along side the fast paced beats of the songs catchy chorus. Also the extravagant fireworks at the end may have been added by editing or maybe just copied so they lasted a lot longer throughout the final scene also brightened so it caught the viewers eyes. Finally the recording team would of filmed each scene numerous times so the most important part of the editing technique would be finding the best recording and cropping it to fit exactly with the timing of the video, its a crucial part but the end result shows how much time and effort has to go into such a huge scale of a music video from such a well known artist like Rihanna.

Music Video Analysis

This music video is known as a distuncture because it totally ignores the meaning and the lyrics of the song and creates a video that has no relevence to any of it, but somehow this video works well and the techno tunes determine its high quality because of the artist's success. The video mainly features a man taking to the streets and at every chorus him breaking into a dance routine which is very unexpected but keeps the audience glued to see what is going to happen next. Also because the dance routine doesnt look highly choreographed it adds more of a fun factor to the video in the way that the actor who is the "main character" throughout doesn't take himself too seriously and is another reason why viewers will want to carry on watching.

The overall sound of the song is very "game console" in the way each beat is signified in a high pitched quality but for this reason viewers could think it was quite a childish kind of tune and something that this artist has never done before so have went agaisnt it wereas others could think it was good he was trying something different and enjoy the uniqueness of the song, half way through the beats start to get louder and faster and then it indicates a dance/rave kind of tune and features crowds in the video which tells the story about the actor dancing alone to the music throughout the video but then when linked to such a big crowd they are all enjoying it together, which makes me think that its going to be a dancefloor tune that is going to be remembered because its so distinctive.

Because Calvin Harris is a techno artist not many people who like for example death metal or folk music may have heard of him so because he is slightly low key to many artists he doesnt really portray that star image potential but because he's song creations are so broad and memorable to many he wouldnt be forgotton and he's outlook on he's videos show that he doesn't want to be one of those artists who fade into the background.

Music Video Analysis

This video has a very technical side to it in the way the entire video has been filmed against a green screen which includes all the varied sections of the video which have been projected on in the editing stage so means while filming the video the artist would of had to compremise with the limited amount of props and shots to work with, but with a direct link to the singers culture of the african kind it would of been easier for her to adapt to the situation because she has knowledge from her home town of Barbados and she will know different types of dances aswell as body language and facial expressions which automatically put agaisnt Rihanna's voice makes the audience think its the type of music people would "grind" too.

Because the artists voice is so strong with her homegrown accent its a element which makes the song alot better to understand and along with the use of cultural instruments such as bongo and steel drums and tambourines which are indicators of the African culture so they are definately sound beats that you can hear and immediately think of somewhere like Barbados or Jamaica and the sound side of the video is backed up with the amazing and colourful background throughout the video where the colours green red and yellow are used alot because they are seen as the offical colours of the Jamaican flag and they also symbolise along with the strong vibration of the drums, reggae music which is not something Rihanna has done before in her videos but this shows as an artist she likes to take risks.

The contexual knowledge i have of the song title "Rude Boy" is that it also originates from Jamaica so although the song title held alot of bad controversy in the UK because it was seen as very sexual and explicit, the artist may have wanted to go down them lines but it also could have been used because she wanted a song to work with that showed off how much she loved her culture and how bright and colourful it is which was shown by the green screen.

The camera angles vary throughout the video from meat shots of just the artist herself long shots to show the viewers the entire length of the video, although the shots may be basic of just the artist herself infront of a blank screen when filming the more experienced and complicated elements where involved in the editing stage when many different bright coloured animations for example the lion which is a exotic animal linked to places like africa so still keeping with the idea of the cultural meaning and the song title shown in many different designs and from different angles to keep the audience entertained throughout. The artist herself is shown in various ways also, mainly by a mirrored effect to show she is the "star of the show" and the brightly coloured kaleidoscope prints just give the overall final touch to the whole Jamacain scene of the video.

The Amplified visualisation of the video will be seen from the audience which means some aspects of the video link directly to the lyrics but the director of the video adds thier own personal touch which makes it unique and in this case its the quirkyness and "pop art" styled video created by Melina Matsoukas that has made the video become such a huge hit with all the artists fans and also meant she has created new fans who have seen a different side to her, this video is one of many for Rihanna that has kept up her amazing star image over the years.

Music Video Analysis

Throughout the video the sounds mainly stay the same with a sort of "drum and bass" effect to it, its also very deep which indicates more of a masculine side of the character the artist is portraying. choreography is the element that indicates a change in the sound which in this case is the louder bang of the bass drum for example the artist says "stomp, stomp" and each time its said the beat comes up.
Parts of the song also include some jumps and repetition of some lyrics "jjjj jessie j" which is to emphasize points which the audience will remember for example that is her name so whatever impact its had on them it will still be memorable.

At the beginning of the sequence a heartbeat is played which instantly makes you want to know whats going to happen in the rest of the video because its quite intense and with the dark location and the variation of shots showing a female playing cards and smoking shown in a montage which are normally elements linked to the male gender so makes the viewers suddenly realize the story behind the video which is how woman perceive the male generation. This is shown by the "punky" costume she is wearing and her manly gestures throughout the video example grabbing her "crotch" and the lyrics "pour me a beer" is showing exactly that she is trying to stereotype the male audience.

The star image of Jessie J is that she is an up and coming artist and she is a very independent and quirky character, in this video she looks rather disturbed shown mainly from the "meat"
shots her thick eye make up and her punk style of clothing suggest she's not a average looking singer and likes to be remembered for what she does.

Amplification is the way in which the video can be visualized because there is some direct links from the lyrics to the video for example when the artist says "grab my crotch" she does do that hand movement but some other parts of the video do not have any link to the actual lyrics at all so it means that the director has added their own personal touch to make it unique and make the viewers think on a more broader scale about what exactly the song is trying to get across.

Magazine Advert Analysis

There are many different elements that are included in alot of adverts whether it be for music or different products. They all include the name of the band or product that is being promoted as well as the album name if its music related Noah and The Whale (The First Days of Spring), pictures of the band or the product. Focusing on the product itself for example it's release date and if it was a c.d. the record label. Some adverts also include the price of the product they are trying to sell so viewers can then decide if they would be willing to pay it for that specific product. Especially linked to music advert, quotes from other record labels or press are included which gives there view on how good the c.d is and sometimes with a rating out of 10.
I believe this advert is quite calm looking with the pastel colours and also how natural the band look makes me think it's in the Indie category. The clothing to me indicates that because they are all wearing shirts and also holding a telescope gives them that individual look.
The images used in the advert relate to the album title really well for example the long grass and the blue skies link to spring really well, the amount of light poured into the advert also indicates the type of year to viewers.

The album name has been wrote in scroll writing to indicate there individual style again but the actual band name has been wrote in normal writing to show to the viewers there is more important things on the advert to look at rather than just the band name because people can already recognize them as a successful indie band. Also the reviews are kept at the top of the advert to make sure the attention is not took off the band.

The colours from the image and the text work really well together because the navy blue links well to the light blue sky because it really stands out. Although the colour of the text is slightly darker than the image it's still linked in well. Keeping the image at the bottom of the advert looks like they are looking up to the text and having the neutral sky as the background doesn't create a noisy atmosphere and means the information is made very clear.
The iconography that represent the band are probably the clothing that they are wearing, the slim line shirts and curly hair are elements that people link to the indie bands, although they have been stereotyped because of there image it is exactly right and means they can be easily recognised. Also the framing and lighting of the photo is linked to the iconography of the band because alot of light is going through to make the image alot brighter and makes the image look slightly distorted so you can only see there silhouettes so works really well.
Nothing involved in the advert signifies the band because it's only a album magazine advert and they are just trying to promote that, the camera that the lead singer is holding looks very old and works well with the background scenery.
The natural surroundings and relaxing atmosphere from the advert do say alot about the bands context of music because sometimes they are very folk in some of there songs which links well to the spring time because the sounds are very relaxing from the ukulele and the singers voices are very chilled out.
The potential target audience could be a variety of people, for example girls may be a large audience for this band because they are very attractive males so will be seen as a great band by many females. Also the main audience would be people who are interested in this type of music, also people who look like the band and are stereotyped because they would like to be seen as someone who looks like they are part of a band like Noah and The Whale.