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Evaluation Audio Commentary

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Evaluation (add photos too)

Throughout the production of my music video, many aspects of pre and post production were discussed and addressed to make our music video final and realistic as possible. Meaning such things as codes and convention that were changed and developed due to our genre. Other products other then the music video itself and how they complement to music video but also address different matters as well. Making sure our product was suited for the audiences viewing and interest by asking them directly about our product, but also use it to our advantage. But also using other technology(ies) within our research in the production process. All of these aspects have helped our journey to develop our finalised product to its best.

Within the whole production process of the music video, existing and previous products had a big impact on our ideas, whether it was the digipack, the advert or of the music video itself. Codes and conventions, of a certain genre were made clear after the track was chosen.

Researching and analysing similar music videos within the same genre bracket gave us an overview on what stereotypical codes and conventions were used in which we could use and develop within our production. Things such as similar imagery that were used, narratives that were told, repeated techniques within different music videos used by different artist/bands. All of which showed that aspects of the same genre used similar techniques. I analysed the band 'Slipknot' as it had a clear connection to my 'bands' genre bases but furthermore they were different, as the band 'Rabbit Pudding'. One key idea we used within our production which furthermore went onto the band star image or iconography of the band was the gas mask. Very similar to the Slipknot band as this iconography is well know for their band. This icon was key within our production as it was used within all the aspects of all our final products. Within Slipknot's music videos, especially 'Vermillion', when females are used, they are shown as innocent and submissive. Following the lines of Propp's theory of the damsel in distress perhaps. Especially in comparison to how the band itself are portrayed. This typical status of female opposed to male representation is used within many music videos, continuing out of our genre category.

Our contextual reference of Alice In Wonderland is an example of other media that use this representation of female characters. We researched both Alice In Wonderland films, the Tim Burton inspired film seemed more relevant to our vision for our music video as the dark and eeriness of this version of this famous story connects well with techniques used within different media typical for our genre. Tim Burton's is well-know for challenging original text and adding his own touch to this media which inspired us to do so within our narrative. The well known innocent character of Alice within our music video, was subverted as this stereotype of this fairy tale character was changed into a more demonic one. Challenging this representation of this famous character, putting our own twist onto this particular character.

As we had a narrative based contextual reference, we felt it was needed to continue this with the type of music video we would produce. This also is slightly challenging the typical codes and conventions of music videos within our genre. Performance is a prominent style of music video within our genre. We felt it was unnecessary to follow this trend as our band itself are very different in comparison to other bands. As narrative based videos within our genre are uncommon, this could benefit the star image of our band as this would stand out in comparison to similar bands. Within most of the digipacks I analysed, the star image of the band was used or created for that particular album or the band/ artist itself. Such as within 'Marilyn Manson's' album designs, his star image is consistent by using himself on the main design. With this, we wanted to create our own star image, to make our band recognisable, promoting the band. We felt that a female character could be a potential star image for our band, incorporated with or just the gas mask, as these we the prominent ideas throughout our whole production. Within this element of the task we went along with codes and conventions of other digipacks within our genre of very dark and eerie colour scheme, as the use of different tones of the same colour is also commonly used. A very monotone design was suited for the target audiences expectations of a digipack but we included our own individuality, making it iconic and recognisable for our audience. The imagery itself is very different as it is a hand drawn piece, this is very different from other digipacks as the designs are more editorial photography based. Most of the researched designs were very layered and detailed, giving it character but also achieving the eerie feel, disfiguring the subject. These techniques inspired our design and further more into our advert design. Within the research we found it very common that bands would use similar colour schemes, typography designs from that specific digipack, the band itself for star image purposes or even the same imagery from the digipack itself which they would be promoting. As this marketing technique was frequently used we felt it was right to use a combined design from the digipack for our advert as this would make it clear to the audience of what our intentions of the advert were.    

Within the development of our music video, we felt that it was necessary to have a clear connection between the video and our ancillary product. This is so that the audience could recognise the band but also represent them.
The main concept of a digipack and advert is to promote the band. This is done by selected stylistic decisions to maximise the bands identity for the target audience. The target audience would influence the style in which is suitable but also maybe stereotypical that would promote our band further. The most common decision is to have a running theme or style link between each product. That being the digipack and poster, but also could be furthermore into merchandise.
With our digipack, it had to be different from our music video the we produced. This was because the digipack includes other tracks and not just the music video track. Within our research, a dark and very monochrome theme was used within different digipacks within our genre. Therefore we thought it was necessary to take this stylistic convention as it would seem suitable for our target audience.
As the front cover of the main ancillary product of the digipack has been hand drawn, it therefore makes our digipack look original and adds a personal touch style for our band. The main aspect we were going for was the gas mask theme. This allowed the digipack to be connected to the specific song we produce the music video for, but also could be the bases of an iconography for the band. As a gas mark is a connection to war, this creates a distressing atmosphere with the iconography the gas mask brings but furthermore, makes the viewer question why the female is wearing one. Placing this metaphorical on a female makes more subverted and eerie for the viewer. Therefore, meeting some of the main stylistic techniques digipacks within our genre plan to achieve. Furthermore, the gas mask creates stylistic enigma codes suited for this genre ad the identity of the female is hidden. The eyes are the only connection the viewer has with the female, although other features are hidden, the eye can tell so much.Within the design, the glass on the gas mask are broken or shattered. This could mean that there is no barrier between what the viewer can see within her eye but furthermore question the force in which broken the glass. Questioning the female as she is being portrayed as innocent and weak as she appears trapped within the mask, imprisoned perhaps.  
As the design is hand drawn, we could incorporate elements to the design such as the rabbit ears, therefore making a connection to the bands name 'RabbitPudding'. Also, items such as the toy block within the drawn characters hair gives a childlike feel to the design. Furtermore, this particular item along with others, represents a clear connection to some of the tracks on the digipack but also a connect to the band itself. Using the same design on the poster as the digipack makes a clear connection between the two items. The poster however has been developed with other designs within the digipack. This would suggest that the audience would recognise this combination of the digipack designs, supporting the promotion in which this would create. Furthermore other elements such as the typography used for the advert, is the same in which is used within the digipack. This therefore is the iconography of the bands name, creating a star image of the band which would be frequently used in future designs. Throught the typography itself give a certain disturbed and eerie look as the type is disjointed and distorted. This would add to the atmosphere the stylistic theme we would see within existing products within our genre which would grab the interest of our target audience.

Audience feedback is a key stage in a production that will advance our piece, amending it to the needs of a audience. We show cased our production that we produced at a 'rough cut' stage, so that the viewer can see what direction we would be going with our product. From this we can discover what a selected audience of a wide range, would think of our music video in comparison to existing music videos within our genre but furthermore, the personal taste in response to our music video. To get feedback we created a questionnaire to hand out to our audience. Within this questionnaire the questions were phrased  in a certain manner and  the use of specific style of questions, using open-ended and closed questions. Additionally asking for positive criticism or response to their answers to our advantage. From the questions the audience could then focus on aspects asked within the questions, looking into sections of the video that we might have missed that could benefit the promotion and enjoyment of our music video. Within out questionnaire we only got a  few responses that were detailed enough to make slight changes within our music video. Furthermore, if we gathered audience feedback from viewers that were more into our target audience range, their views  and responses would have been more beneficial for our production.
From this we then sought other opportunities to receive a wider audience feedback range, and uploaded our video onto 'Youtube'. From this, the general public, allowing not just a selected few, but potentially hundreds, even thousands of responses, were this vast audience were able to view and choose to respond to our music video. The possibility of this was vast as this enlightened problems, as 'youtube' is a competitive website, it would be hard for our video to get recognised, let alone get feedback from. From uploading it to youtube, it got a surprising amount of views and some comments considering the chances. Although the comments were not constructive, we did get positive feedback on the entertainment factor of our music video. From these sources of audience feedback, the questionnaire appeared more constructive and beneficial.



Within the whole process of the production of our music video, various media technologies were used to advance all the stages of production. Whether it was pre or post production, construction and research, planning and the evaluation process. Within the research and planning stages, the main technology resource that appeared to be very useful was the blog. With this, all of our group were able to communicate and work together to advance all of our work to a high standard, trusting a building each others judgement and ideas to piece together what we have finally produced. Many applications on the blog website such as in bedding 'youtube' video, image formats, website links and much more, which made the research and presentational aspect of our work to a high standard.
Within pre production, we were able to access high tech cameras which were high accessible for our use, which recorded in the much need format of HD quality. From this this we had access to such software as Final Cut Pro, which allowed a vast amount of choice and effects to make our music video appear more professional. This is an advance from last year as were used iMovie to produce our Thriller opening Sequence. With i Movie, it was very limited in the effects and professional look we were hoping for for our music video. As this technology and software was now available to use, through trial and error to develop and use different techniques and effects we produced a final outcome. Effects such as echo that would not have been achieve by using iMovie as the effect were very basic in comparison to Final Cut Pro. More advance techniques such as colour isolation that was used within a key sequence within our music video was only possible using Final Cut Pro. This is an example of how advanced this professional software is as we later found out it is used within the post production in the industry.
Within the ancillary task, Adobe Photoshop was used to create layered designs that would look stylistic in comparison to existing products within the research process of the production. This could only be achieve through the use of Photoshop. Some elements of the production was not reliant on technology. The main design for our ancillary task was hand drawn, this give a personal element to the project but also is less time consuming as a drawing to that quality digitally rendered would not have been achieved. When the drawing was finished it was then scanned in and further edited on Photoshop to develop the drawing so that it would be suitable within the digipack and advert design. With the ability of layering feature on Photoshop, imagery could be developed easily and make the conventions of the genre we had for our digipack that much easier as to distort the image. A clear example of this is the invert of the main design from the front cover. With this we made an innocent looking image/ drawing more distorted and disturbed. This complements the idea of schizophrenia or binary opposition that we planned for this character. This therefore then connects to a stereotypical situation within our genres interest.
As members of our group had previous experience and use with the advance software that was available to use. We then used this to our advantage so that we had the knowledge to do advance techniques and produce a high and professional standard whole production piece.
Furthermore we are going to produce an 'Audio Commentary Evaluation'.

Final Product

Additional Elements

Additional elements were added to our advert to make it appear professional but also similar to typical adverts within our target audience.


The digipack cover that we produced seemed to be a necessity within our design of our advert. The composition of the preview digipack would have to be clear and notice so that the digipack can be recognised and therefore being promoted.

The complement this, we added the itunes logo, this was to show that the album can be easily accessed by  more modern techniques of downloading music. This shows that our band is media zavi but also well know to be on iTunes, a worldwide company, widening the target audience. Within our specific advert, we inverted this to makes the logo more legible as the chosen background was dark. Therefor the logo how it is on the right, wouldn't advertise this fact.

As a common element to adverts within our genre weren't just to advertise the new upcoming/ released album, but also gig/ concert dates. Additionally adding the locations of specific gigs would be make the advert more authentic.

While designing the advert, we used a similar set of photoshop brushes that shows a clear connection to the digipack itself but also to add generic codes a conventions, such as blood splats, that were common in similar products within our genre.

Typography

Within our advert, typography was needed but also had to be suitable to the codes and conventions of our genre.

The typography used within our digipack would be used within the digipack design itself. This would therefore be the bands 'star image'. Within our design, it was need to invert the typography so that the typography itself would be visible within our design.

For the 'Out Now', we used a default font on the software photoshop but even this had to be chosen through a thought process. The type had to be legible to the viewer but also eye catching so that this would be an noticeable element to the design.

Main Design

For the main advert design, the main digipack cover would be used. This would connect to the specific album and furthermore, promoting the ablum by making it more recognisable.

Room was made at the bottom for addition elements that would make our advert more realistic.

At first we considered to add the album name 'Mad House' to make a clear promotion of this album. This was changed and taken out as within our research, the album name wasn't present on existing products. Also, by taking the album name out, the advert could be more varied and could be used for other promotions of the band other than the album itself, such as gigs ect.

As the advert looked very monochrome and dull, we decided to incorporated the inverted design, from the first flip page of the digipack, on top of the normal design. This could show the meaning behind this iconography character. This suggests that there could be two personalities to this character. This is going along the schizophrenia concept idea and furthermore could mean a good and evil side to this character.

This idea was successful and therefore we are going to use this idea within out advert design.

Existing Products (Advert including Album)

For the advert we had to look how other artists/ bands were promoting there new album/concert but also to see if there were any similar techniques within this genre.

Advert/ Poster Ideas

As we have now finished our  digipack design, we had to think about different concept that would promote my digipack but also the band itself, effectively.

The idea of using the rabbit within the digipack itself come to mind. This was because is has a clear connection to the name of the band but also, when the audience purchase the digipack, they will see the connection further.

A second idea of using the girl from the front cover of our digipack was the preferred idea and therefore this was chosen.
To develop this idea, we could incorporate the inverted design within the normal design.

Final Design

                Front Cover                          Track List (Back)                            First Flip Page

Net of the inside...

                  Left                                            CD Placement                                    Right

Addition Elements

Within the digipack design, we included additional elements to make the digipack appear as realistic as possible.
Such elements as a bar code was added. This adds realism to our digipack as all the designs of existing digipacks had this carefully composed on the album design.  To the left is the bar code we used, as you can see, it is a fake as the numbers go up in order.

Also to make our digipack authentic, the copy right logo but also an additional blurb was added. This was constructed by looking at different album 'blurbs' and creating our own with the required elements to address within this blurb. To the right is a screen shot of what we came up with and merged it with the 'copy right' logo.

An idea to make our digipack look professional was to add a different logo or sign to the back of the design. As we noticed that the digipacks/ albums from our genre had different production and recording logos within the design, we came up with our own. The Suffolk One Logo became a strong idea as it was original to our digipack. As the original logo is purple, we decided this did not fit within our design and therefore changed it to monochrome colours and in effect suited the digipack design.  This is shown on the right.

Inside pages

The have a key importance to the design of our digipack as it brings the design together and can convey interest. 

The 'rabbit' idea was very strong from the beginning, as it has a clear connection to the bands name. The way in which we would incorporate this rabbit into our design came into question. The idea of an anatomy of a rabbit came into mind as the skeleton of the rabbit could disturbed the viewer but also it could have a symbolic meaning. The image on the right was an influence for our design as the skeleton of the rabbit is on show but some elements such as the tonal on the ears, suggests the innocent rabbit is still there. The juxtaposition of the outline and tonal study on the rabbit is something we would like to produce. 

We considered this juxtaposition element a developed it, keeping with the idea of a tonal drawing, a second drawing, one of the anatomy of a rabbit, the other just a simple drawing of a normal looking rabbit. This could suggest a sense of good an evil and could be composed on either side. This furthermore could be consider as 'binary opposition', following the theme of the normal and inverted style girl on the previous flip page and front cover. These drawings which we scanned in are shown below.

   

To make the drawing more effective, we edited them by adding a 'threshold' filter, so that the lines and shading would be more harsh and creating contrast. This harsh contrast furthermore adds to the distrubed look we are going for with our digipack, as we did for our music video. All to suit the codes and conventions of our genre to our target audience.

For where the disk would be place, we had to come up with a design that would be quite generic but suited with the rest of the design. As before with the development of the background, a clock was used then which we really particularly liked. We considered the image that we used before and changed it but also made it more subtle to the design. Also we thought that the roundness of the clock face would complement the disk itself.

The clock face could also be the design on the disk itself so it seems apart of the whole design of the digipack. 

Additionally, similar photoshop brushed used within the front cover design will be used to create flow between the designs.

Typography

Typography elements within a design are very import and have to be considered and chosen carefully.

The name of the band 'Rabbit Pudding', from a typography element, would become important as it could potentially be the bands 'star image'. These are just some of the type faces we had considered to come to our final outcome. As you can see, they suit our genre and are stereotypically similar to other bands within our genre. 

From this we got to our final outcome. (bellow) Within our design we had to invert the image so that it would be noticeable and therefore recognisable to create a 'star image'. 

Addition typography such as the 'Mad Science' was also be important as the typography would be the iconography of this particular album.

Finally the blurb on the back of the digipack had to be thought out. This particular type face had to look professional as it contains important information. This also meant it has to be legible for the audience to read. As this text was incorporated with the 'copy right logo' as this text is about the copy right restrictions, we chose a similar text to the 'copy right logo' to make it clear the text is connected to the logo.

Track Listing

With the track listing we came up with a ripped paper idea. This was a random idea and turned our to be very successful within it purpose. We scanned a piece of ripped paper, roughly enough size for all the music tracks and scanned it in so we could further manipulate it. The track on the back of the digipack are actually from the website we got the original track from.  This was helpful as we did not have to make up our own songs but also makes the real band itself have a connection with the process of our work. The typography connects with the ripped paper design as the type face looks hand written. Following on from the main design, similar photoshop brushes would be use to connect this page with the front cover and the rest of the digipack as we plan to use these photoshop brushes within every design.

The finish product is below.

Front Cover and Flip Designs

For the front design of our digipack we decided to go forth with the mask idea, as this could become the particular digipacks iconography but also features from this design could become the bands star image. The image to the left is a drawing that one of the crew members drew to make our digipack original.

The main feature is of course the mask, this connects well with our specific music video but also could be a recurring iconography to other music videos that the band would produce in the future or apart of the star image of the band completely. Also the gas mask has been placed on a female, relating to the music video we produced but also suggests a vulnerability, as though she is trapped within the gas mask, this furthermore is portrayed by the hands held up against her face/ gas mask. This suggest that she wants to break free from this gas mask, breaking free from the effect the gas mask has on her. Other elements of the design emphases this entrapment, such as the wire connecting her to the gas mask from her left hand shoulder but also the barbed wire around her fingers. This continuing use of wire suggests a connection between two items which could have a metaphoric meaning. The use of barber wire is used within the hair of the female, suggests this item has evolved from the mask itself and slowly taking over the female. Other items have been placed within the hair to make a further connection, as these items connect well with the curtain elements of the design. Rabbit ears were included into the design, which connects well with the band name 'Rabbit Pudding', but also creates a sense of innocents to the drawing. A 'light bulb' was included, suggesting a scientific element, this therefore connects to the title that we have chosen for the digipack/album itself, 'Mad Science'. Furthermore a number cube was also placed in the females hair, this connects to one of the tracks on the album, 'Toyshop'. The iconography of this number cube however represents a more childlike nature, this suggests and emphasises an innocent side to the female character. Furthermore this could be connected to the two side personality idea, a sense of innocent vs evil, a form of binary opposition.

We scanned this drawing design and began the editing process. To the left is our final edited design which we would use for the front cover design. Adding additional elements such as the bands name and title of the digipack/album to the front cover design aswell.

Going along the idea of binary opposition, we edited the front cover design further by inverting it, giving  a slight distorting effect as opposed to the main design. This was perfect in representing an evil/ bad side to this female character, juxtaposed to the original design which now suggests a vulnerable/ innocent side.
This design will be used for our 'flip side'. Furthermore connecting to the meaning.

Changes/ Developments

As further research went on into different elements we wanted to apply to the background template. It appeared to be difficult for construct different items that were suitable with the chosen tea stained background. We came to a decision to change the background base colour into a more generic and more wide suited background which still had a dark and oddness to it.
This was changed to a monochrome style background thought changing the hue and saturation in the editing process, continuing experimenting with the clock face idea.  This monochrome theme suites digipack backgrounds of similar artists albums of our genre. This also connects with the low saturation technique we used within the colour correcting in the editing process of our music video which is also commonly used within music videos within our genre. Other idea elements were changed such as the blood. Although the idea seemed suitable and generic within our genre, the blood on our design was too bold. This made our digipack overall look tacky and amateur. This change and reasoning is also similar to the 'pie' idea as it looked out of place on our design.
The clock face idea we liked but we are considering making it more subtle and not as bold. This could be done by using a different image of a clock, maybe with more of the clock face, to compliment the disk shape.
We will now go further into incorporating a rabbit into the design of our digipack.