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Creative Critical Reflection 4

Below is a Piktochart of all of the technologies (Hardware, software and online) That we used in the creation of the music video, digipack and online website. Ranging from May 2018 way up until now. Here I discuss each and every technology that I used, as well as specific examples of them and an image providing a visual aid used for presenting and evidencing how each were used. I split up each technology into ‘Pre Production’, ‘On-Set Production’ and ‘Post Production’, then also ‘Digipack’ and ‘Website’ for easy viewing. Each creative technology is split up into a colour (Blue = Software, Orange = Hardware and Purple = Online) and in addition to this, given a shape based on the creative technology also. Each one of the creative technologies listed were crucial for creating or evidencing work done. Without them, our pieces wouldn’t have been as good or convenient as they were.

 

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Production Skills Evaluation 3

We as a group decided that we would do abstract pictures for our digipack, taking four photos from various distances, angles and compositions, and then photo shopping them all. We decided to start with filters, as shown below we used the ‘Colour Balance’ tool so we could play around with colour. As our genre was alternative rock, we decided to use reds, dark oranges, blacks and greys as those colours are conventional to the alternative rock genre.

 

 

We made sure that we used a range of media in order to make this digipack. To do this, we decided to use both Photoshop and InDesign with the former being used for any photo manipulation (As it was more advanced for photo manipulation than InDesign) And the latter for any text. As shown below we used a simplistic font with a black outline, and a big red x, as it was a reoccurring theme. It stuck with our colour scheme, and was also conventional to the genre of alternative rock. All the font editing was also done in InDesign, from shadowing to outlining, to making the x bigger and bolder.

I have learnt a lot of technical and transferable skills throughout the creation of this digipack. For example, in terms of technical skills I have learnt:

  • How to layer in Photoshop
  • How to add filters in Photoshop
  • How to liquify in Photoshop
  • How to use other basic tools in Photoshop
  • How to use filters on Photoshop

In contrast in terms of transferable skills I have learnt skills in:

  • Teamwork – Sometimes we would have to work together or compromise on elements of the magazine
  • Communication – It was vital to stay in touch with both of my team members at all time so we could work together on this
  • Organisation – It was important to store files in the right places, and be organised so that we all knew which posts to do and when

Above depicts the picture of the layers that we had used, all culminating in a highly advanced and highly complex picture. Below is a picture of the filter gallery. We decided to use it in our inside left and discography. Both technical skills that I have learnt since making the digipack.

 

 

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Feedback on Mock Up and Targets

To make sure that the audience can decode the messages that we have put into our media, we decided to make a “mock up” version, a practice of sorts, so that we can see if the audience can tell what genre we are going for, as well as what they would describe it as. When I asked them about genre, I told them to only put one answer. Out of the 20 people we asked:

  • 16 chose alternative rock (Our genre)
  • 2 chose rap
  • 1 chose electronic, and 1 chose classical

In terms of adjectives:

  • 16 chose edgy
  • 14 chose rebellious
  • 11 chose angry
  • 9 chose rough
  • 6 chose mysterious and hallucinogenic

In reflection, I do believe that people did decode our messages correctly, at an 80% success rate for the genre, and mixed for the adjectives, but mainly a good success rate. We will make sure that the colour scheme, fonts and imagery on the front cover is similar in an attempt to replicate these results, and possibly even improve upon our encoding, we will hopefully be able to create a very effective and well communicated digipack.

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Our Mission Statement

We have researched, and revised our target audience in preparation of making our mission statement. As shown in the image below, our target audience demographic consisted of:

  • Predominantly female
  • 25-39 Years Old
  • North East Born (UK demographic)
  • Left politically leaning
  • From rich backgrounds

 

Our mission statement:

Exile is the sole embodiment of modern Alt Rock – the combination of modern rap influenced by the likes of Jay-Z mixed with hardcore rock creates the perfect mix for a cult following. Exile aims to break down the stigmas of rock and rap with a cumbustion of the two – frontrunning the genre into mainstream popularity. Combining the street slang of underground rap, hardcore riffs of the world of Rock n’ Roll filled with the energy of a Punk rock meltdown – Exile embodies the redemption of the modern alt rock genre.

Call to action
We will want our target audience to view our band as tough, and hardened. To do this, we will brand them with with a dark and edgy colour palette full of reds, oranges, browns and blacks. We will interact with fans via social media, and really represent the bands ideologies through the use of the internet. We will link all of our social media’s and websites on most of our forms of advertisement. For example, on a Facebook, we would have our Instagram, Twitter and official website accounts linked.

The Competition:
To get our heads above other alt rock bands such as Green Day, Nirvana and Radiohead, we will make our album eye grabbing, and never be afraid to come out of our comfort zone. Though it is important to give the audiences their predictable pleasures to assure that it is not rejected, we must also be unconventional, and be different to lure in new fans. Maybe we will get an obscure image or colour on the cover, maybe we will create an interesting wacky design on the front.

Our USP:

As the band who made the ‘Faint’ song is already an established band, being ‘Linkin Park’. We will embrace the draw of the band, trying to replicate what made them so popular in the early 2000’s. ‘Linkin Park’ are established, and one of the pioneers of the alternative rock genre. We will play into this by changing it up just enough, but still trying to stay faithful to ‘Linkin Park’. We will do this by focusing on everyday life problems a lot of their fans will go through, such as social problems, health problems and mental problems, however present it in a grander scale, or in essence, presenting the audience with something ordinary, through an extraordinary source. Therefore conforming to Dyers theory of meta narrative.

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Production Skills Evaluation 2

It is time to edit our video, we have gone out and shot, and now it’s all post production. Though I have done a bit of video editing before, I would definitely say that this music video is the most edited piece I have done. My partners and I have put all of the clips in order of what we want, and have been putting filters and effects on the video, to make it really stand out, and to also fit into our genre of alternative rock. I looked online to see some psychedelic and dreamy effects I could use, something to really get the audience asking about what they just saw, and got inspired to use several different effects to keep things interesting. Specifically, ghosting/echo effects and glitch effects.

I found out that using a ‘wave warp’ for about one frame made a glitch effect. From there, I played around with the ‘Wave Type’, and found that ‘Noise’ gives the best effect, so we stuck with that. We changed around the height, width, direction and speed of the glitch to keep each and every type different, making a few stand out by holding them for a few frames. We used pinning too to make sure the lines didn’t go off of the screen. The picture above shows how we used ‘Key Frames’ to up the distortion of our glitch, and also the details on the warp effect. The effects are most common when our ‘Masked men’ characters come into frame, and make the already creepy characters have a bit more substance to them, and things going on.

Colour correction is also a massive part of being an editor, as colours sometimes can make an average shot incredible by upping ‘exposure’, ‘contrast’ and highlighting certain colours. We used this colour grading to provide highlight our genre, as when you think alt rock, you think of blacks, dark greys, reds, oranges, and other aggressive colours. Therefore, I heightened the blacks in the performance shots. As we had multiple shoots, I also had to warm some shots up, as the light was colder in our second shoot in comparison to the first. The colour grading also was used in our glitch effect, as some glitches had colours, most red, blue or green, tricking the eye and providing constant visual stimulus, there is not a second to blink during our narrative story.

 

 

 

 

 

 

 

 

 

 

 

We had an industry professional come into the school, and teach us some production skills. He helped us tremendously, and gave us some feedback of our piece. He said that he liked our piece, and ‘wave warp’ glitches, however did tell us that we needed to upgrade our file organisation, which we agreed needed work on. Thus, we decided to reorganise our files. In addition, he taught us how to create duplicates of our sequences, so that we could make improvements as and when we needed without destroying what we had already created. One of an editors main requirements is to be extremely organised, and so this is very important. An organised folder structure saves hours for editing.

 

Overall, I believe that my team and I have learnt vast amounts about premier pro and editing over the past few weeks. From editing to the beat, to folder organisation, to lip syncing and colour correction. I have learn a lot of effects that are really easy, yet effective, and overall I am very happy with all that I have learnt throughout the weeks. I really have developed as a media creator, and have added new, innovative and useful tools to my arsenal as a media student!

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Production Skills Evaluation 1

So far, I have learnt a lot about music video’s and how to make them, and even though already being a film student, and therefore already having a vast knowledge of camera angles, distances and composition and what they mean, I have still learn a lot of production skills throughout the learning process. For example:

  • How to edit to the beat
  • How music stars are represented in music videos
  • How to lip sync
  • How important both predicted pleasures, but also new challenging ideas are
  • How to organise files
  • How to have a split narrative, having multiple things happen at the same time
  • General Advanced editing techniques such as the echo, kaleidoscope, or strobe light

We have now gone out and filmed both our narrative and performance, with me being the cinematographer of the performance piece, and actor in the narrative. My team mates and I have equally shared the workload, and have made it easier on ourselves because of this. Therefore, not only have I learnt technical skills, but also skills in teamwork, communication and leadership, as a lot of the time we would have to divide work between us, whilst I do one task, they do another, and I would have to trust that they would get on and do it. Not to my surprise this has worked out well, and contributing with others has made it easier than what it would have otherwise been.

This is my most advanced and detailed edit out of anything that I have done before, dozens upon dozens of clips are being used, merged and split up here, and so I need to use a lot of different effects, transitions and filters. To add to this, a few shots aren’t of the best quality, however are very good, and so the picture at the bottom for example, shows how I have layered and adjustment layers (Another skill I have learnt) to make a clip more crisp, and look higher quality. Therefore, I personally believe that I have learnt vast amounts about not only the industry of music videos, but also how to effectively work in a group, and compromise, and have enhanced and added to my already decent knowledge of premier pro.