Evaluation Question 4 - Jodie Turini

Evaluation Question 3 pt 2 - Jodie Turini

Evaluation Question 3 pt 1 - Jodie Turini

Rough Transcript: 

We decided to pick a song by the ‘Jungle Doctors’ as we felt the indie-rock genre is very popular at the moment and we could work well with their song ‘Late.’ We began researching into their existing audience demographic to get a better idea of who we would be appealing to.

We went onto their Facebook and Twitter pages to see the ages of the people they had following them. From this, we decided our music video would focus on a female target audience females around the age range of 15-24. We also watched live performances of the band on YouTube to see what their crowds were typically like. To further our research we explored more well-known indie-rock bands to gain inspiration, these included; Arctic Monkeys, The Kooks and The Stroke. We noticed a common trend in all their videos, the lack of a long narrative. They tend to steer clear of a long narrative as they revolve their videos more around them actually playing of the instruments. This is something we felt we needed to incorporate into our music video.

Before we finalised any storyboards or ideas we went to our target audience and asked their views on indie-rock and what they enjoyed listening to. This allowed us to see if an indie-rock genre would appeal to our target audience, from the research we found males were almost interested in indie-rock, this extended our target audience further.

Once we had finished filming and began putting together a rough cut we went back to our audience and asked for feedback. 90% of the feedback said that they didn’t understand the link between the narrative and the band shots, the band were not in the narrative and therefore it became confusing and disengaging. Another comment said that the scenes shot in the park looked unprofessional and rushed with no structure; overall the feedback was very negative. Unsure of what to do we all sat in a group and spoke of our options, we understood what the audience were saying and even agreed with them ourselves. We tried to stay positive and came up with a whole new idea for a different song, but still by the Jungle Doctors, already we were much more positive and felt it would work well with our genre. Not wanting to make the same mistake again we asked members of our audience before we began filming again what they thought of it, all the feedback was much more positive.

Once we had finished filming the music video for the second time, and had finished the postproduction stage, we presented the first draft of our music video to a number of people within our target audience age group. We asked people in groups of two so that others would be influenced in a big group of people and produced unreliable data.

In relation to our print products, audience feedback was vital. We produced a magazine advert and a digipack, however without constructive criticism from our audience they wouldn’t look how they look today. For example, the outside of our digipak was originally black and white, our audience feedback came back and said that they felt it looked dull and not eye catching enough, we changed it back to colour and found the feedback was very positive. Also, some people said that they couldn’t see the synergistic link between our magazine advert and digipak, we acted on this by editing both images side by side with the same filters, so that they looked linked.

We presented our magazine advert draft to members of our target audience and we attained a number of useful criticisms. For example, we were told our texts were too varied in colours and we should stick to a theme of colours and focus the attention on the picture and title instead. As a result of our audience feedback, we were able to note down the elements our audience had told us didn’t work, and what they felt would work better. We found that our draft was a good base and from the feedback we were able to make a few changes and move around the texts to create a more professional and eye catching advert.

Another example of where audience feedback has been essential is through our digipak, including what image to use but also what font to use. In the same way as the magazine we produced a digipak draft. After showing a group of people, we were informed the font wasn’t easy to read and the red colouring looked out of place. We took these criticisms and went away to plan a second draft. We showed another group of people and they found it really looked like an indie-rock digipak, the front cover was eye-catching and the angle of the camera gave the picture an edgy. We were pleased with our audience feedback upon our second attempt and overall liked how it looked.

In conclusion, initial research into our target audience age of the Jungle Doctors band, and our audience feedback upon our video and print products played a vital role in shaping our final work. As a group we were able to alter our drafts, to create a final piece of sustainable work that our audience could enjoy. This was important to us because our main aim of this project was to present our audience with something they like. We took on board all our negatives and positives as we valued the opinion of our audience. 

Evaluation Question 2 - Jodie Turini

How effective is the combination of your main and ancillary texts?

We created three products for the Jungle Doctors, this included a music video for their popular song “Late”, a complete digipak featuring two lyric booklets and finally a magazine advert to promote their album. 

Throughout the development of the products I felt it was important to create a sense of 'synergy.' The word synergy means: 'the interaction or cooperation of two or more organisations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.' From researching into synergy I noted that it was key we ensured that all our products interlinked but also have a sense of individualism.

HOW ARE THE MAIN AND ANCILLARY TEXTS CONNECTED?

Synergy between the main and ancillary texts was produced through aligning all the products with the indie-rock genre. A clear connection with all our products is the focus on the band, using images of the band emphasised the indie-rock genre through their fashion, facial expressions and youthful appearance. The focal point of the main text (music video) is the band, from the performance shots, where they showcase their raw talents and then in the narrative we wanted the audience to get to know the bands individual personalities, which is evident when they are seen messing around and being typical boys. As the main text is all about the band we carried on this focus in our ancillary text by using visually stimulating pictures for both the digipak and the magazine advert.

The kooks' album - 'Inside in / inside out'

Digipak:

Magazine advert: 

'The Kooks' use a similar colour scheme, creating continuity and synergy with their products. The colour scheme of black, white and red follow the genre of indie-rock, simple, dark but effective; the indie-rock genre is more about the music and talent than the design and exaggerate visuals. The image used by the kooks is the same for the digipak and their magazine advert. These are perfect examples of how synergy has been used to promote their products.

Creation of the digipak

In order to make our digipak & advert look convincing and professional we researched various real digipaks from the indie-rock genre, we took inspiration from the following:

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Pcs from Jodie Turini

When taking photos for our digipak we soon realised we didn’t want a constructed picture, we wanted to capture natural shots of the band. In order to do this while filming we took stills in every location we film at, we positioned the band in front of a nice backdrop and told them to wait there for several minutes just talking. The effect of this was group shots of the band being themselves, pulling natural facial expressions and creating an edgy indie photograph.

Here is a selection of pictures we took as potential digipak front cover shots: 

The digipak cover photo was taken on a bridge, overlooking The Serpentine in Hyde Park, an iconic London landmark. As our band are part of the indie-rock genre we felt that using a background of locations such as the London eye or Piccadilly circus may give the impression of a pop genre culture, due to the bright vibrant lighting. 

The still image used was taken on set when filming part of the narration for the video. We felt Hyde Park was recognisable but with editing could look edgy and ‘cool.’ By using Hyde Park for our music video, digipak and magazine advert it adds to the synergy of the products and their interrelation. 

INSIDE DIGIPAK

The digipak follows a theme of the outdoors and nature, as well as, pictures of the band. In order to make our digipak unique we used the technique of lowing the contrast on the images, resulting in a faded appearance.

For our band message we choose a still taken from filming, the image was captured when the band were in place for a time-lapse, so they were unaware we were taking pictures, we felt that this added to our natural image. Also, in the background is Oxford Street, showing busy London and the famous London buses, this adds to the mise-en-scene, as well as, acting as synergy with our music video. 

BAND MESSAGE

When choosing images for our lyric booklet feature we felt that another image of the band may distract from the focus on the song and the lyrics. Therefore, we used images that were taken on locations we visited during filming, by using images of the sunset and London road I feel it gives off an urban, indie vibe. 

LYRIC BOOKS

Synergy between the digipak and the video was formed through using imagery, we found that a large majority of the digipaks we looked at different have pictures of the band on every page. For this reason we chose to use pictures of the locations we shot at for the digipak, therefore, we used a London street and a sunset, we felt this set a unique and indie tone to the digipak, as well as, tying it into the music video. 

Eval 2 from Jodie Turini

MEETING THE BRIEF

The task in hand was to product a promotional package for the album and therefore it was vital to create a synergistic element between the music video and our two ancillary products. The idea of synergy within the marketing and promotion of the band is key to a successful reception of the band’s music which is the main focus of the promotional package. For example if people are visually stimulated by the magazine advert then they are more likely to view this music video and then proceed to buy the album/digipak because all three products feature synergistic elements which created the initial interest. In conclusion, the use of synergy between the products and there interrelationship will enable the successful marketing and in turn sale of the album which is the main aim of the promotional package. 

Our media products:

OUR PRODUCTS OVERALL

Overall, as I look back on our products as a whole I am very pleased with the outcome, I think our group successfully worked together and were able to produce high quality, professional products. I would argue that we created a strong synergistic element between the products as they all intertwine with each other. I feel our video is my favourite product, due to the effort, time and numerous re-filming of scenes we went through until we finally felt it had reached the standard we had set for ourselves. 

During the product of our video we had several setbacks, including; a change of song and new video idea after receiving audience feedback that our narrative and song clashed greatly, we changed our idea. Keeping positive we came up with a new idea and went to London and filmed until the late in the evening, going all around central London in the freezing cold, with all our equipment. We then spent several sessions after school trying to capture our band shots. After more audience feedback and reviewing the footage ourselves we felt they band shots didn’t look as professional as we hoped for, therefore, we arranged more filming time and enlisted the help of another friend to play the drums, as well as, changing the lead singer and location. Finally, we reached the final moments of editing when we lost all our editing and footage; after no luck it dawn on us that we may have to re-film and edit the entire video, which slightly broke us as a group, all we could do was hope. Thankfully, we were able to restore the editing and footage and the video was saved! When watching back the video and seeing the journey that led us to the final product I feel a great sense of achievement. As a group we continued to work together and remained dedicated to making completely our product to the highest standard, for that reason I feel out of all three products our music video is my favourite product.

Our music video:

Evaluation Question 1 - Jodie Turini

evaluation 1 from Jodie Turini

Final Digipak Net

Final Magazine Advert

Audience Feedback - Print Products (Group)

Jungle Doctors - Late (Music Video) // A2 Media

Research & Planning: Net Products Audience Feedback (David)

Research: Audience Feedback - Magazine Advert (Group)

Magazine Advert Options

Research: Audience Feedback - Magazine Advert (Jodie)

Magazine Rough Copy (Jodie)

Our magazine advert follows the theme of other indie boy band, focusing on a natural picture with a minimal background; including different font styles & sizes, with reviews and rating in small. 

       Groups from Jodie Turini

Research & Planning: Magazine Image Research (Jodie)

While filming the music video we took various stills of the band in all the locations we visited, this enabled us to have a great deal of choice when designing our digipak and magazine advert. 

                             

We attempted to use the same image from the digipak onto our magazine but due to it being a close up landscape shot, we could not crop it in order for it to be the standard image size of a magazine. As seen in the examples below, all of them are portrait in order to ensure they fit in the magazine; also, they have a small colour scheme and contain vibrant colours. 

Following gold/black/white theme, strong bold colours on a black background.
Includes reviews, praising the album. The focus is on Ellie's picture and face, drawing all attention to her. 

Focus is on the name of the band, selling their name in white strip, in contrast to the dark background colour.
The cover follows a faded colour look, and it doesn't include a picture of the actual album. 

A simple, old fashion design, using the same text throughout the logo.
Individual pictures of the band, making all the focus on them, their setting reflects their genre of indie rock. 

MAGAZINE CHOSEN IMAGE

Why we chose this image?

- Can be cropped to become portrait

- Sun is shining on their faces (natural spotlight)

- The band are pulling natural faces, it doesn't look staged

- The setting of outside reflects our music video

- Vibrant colours (background) 

Research & Planning: Album Magazine Advert Analysis (Jodie)

Research maga from Jodie Turini

Research & Planning: Fonts - Magazine (Jodie)

FONTS FOR 'Debut Album Out June 13th'

The first text of 'STENCIL' was chosen as it is bold, stands out and differs for the other texts used therefore making it more diverse and adds variety. The use of white text next to the NME review causes it to further draw attention for the audience.

Research & Planning: Magazine Audience Feedback (Jodie)

Construction Post: Magazine Advert Editing (Jodie)

Construction Post: Editing (Jodie & Ciara)