Friday 6 May 2011

GLITTERKNIGHT Pop Promotinal Package Individual Evaluation

The pop promotion package we have created for the band GLITTERKNIGHT turned out has turned out more immaculate than i could have imagined. It was took a lot of energy and time, especially with only two of us in the group, and the fact that Ben and i Starred in the music video we were directing but with all that said, i would say we have created a cutting edge pop promotion to be proud of. From the video to the print work, all done to a great standard that has been created perfectly for our target audience.
In what ways does your media product use develop or challenge forms and conventions of real media products?
The primary and secondary research we completed at the beginning of this task made everything a lot less complicated when it came to compiling a perfect pop promo for our Electro/pop band. By researching bands of the same genre it helped us realize the codes and conventions we would have to incorporate not only to catch the eye of that same target audience, but to make our promotional package seem as realistic as possible. We started by analyzing a few pop promotions to get the idea and feel of the sort of project we would be creating. Closely analyzing elements such as their themes, ideologies, star quality of the band and how their print work linked to their music video.

I started by analyzing bands videos, just of the pop variety. Lady Gaga and
Maroon 5 and Paramore. All of which are popular artists at the time, meaning i could get a lot of information from their conventions and styling so i could see what they were doing right to be so popular worldwide. After analyzing their mise-en scene, cinematography and narrative lines i could see that they all had their own individual ways of creating the star image for themselves. When i realised how different they all were from one another it made me realise that we had to make our band stand out independently, as that was a main theme that ran throughout the three videos. Individuality from the artist. Of course i also gained knowledge of how they had chosen certain cinematographic shots to represent what they needed within their videos. Two of the videos analyzed ( Maroon 5 and paramore) linked their lyrics and song ideas to their video giving across a strong message of what the song was about. Whereas with lady gaga chose a different route of making a mini film almost of which not really relating to the lyrics in the song. Though she did use costume design to incorporate this slightly, the narration was the complete opposite. So with this new knowledge i created notes on the sort of themes, codes and conventions that we could possibly use with our band GLITTERKNIGHT, to make them different.

After using that secondary researched i realized though that information had
helped majority towards ideas of the promotional package, that they though they held the pop value that i also needed to analyze they didn't have the electro side that we also needed to incorporate for to help attract the genre specific audience. Ben and I realized that the band that seemed perfect for this were florence and the machine. Their look, their feel, their music and promotional package all seemed similar to the ideas that we wanted to portray through GLITTERKNIGHT. So I analyzed their promotional package and it was perfect. Some of our previous ideas cropping up within their promo package, giving us the impression we were on the right track to create the image for the band we wanted. The vibe that Florence gave out was immaculate. Throughout her videos and artwork you could really feel her love for music bursting from the seams. It was more indie quirk with a pop flair. But their quirkiness is what gives them their stand out value in the charts. The certainty and self -reliance are the kind of qualities that the band were full of. Creating the idea of being at one with themselves and music, positive ideas given out from them. This helps build their star image that is very important to a band, because thats what the audience craves.

When it came to Digipack and advertisement designs we realised straight away was the use of cohesive theme that ran throughout both print work. From using
the same band images or backgrounds or typefaces. Something that kept familiarity so the band becomes more like a brand. This method use to help boosts sales as when it comes to the audience they will remember certain elements of the bands promotion which will stick in their minds. It's all amazing promotional technique that you can only really notice when you analyze the packages. This was something we wanted to make sure we got right as though the video is an important part to the package, it would be nothing without the advertisement and a attractive CD package. We decided straight off that we would develop upon this idea and keep a linking theme throughout for this reason. Using the same image of the band and the out of focus (bokeh style) lighting as our choice as backdrop throughout all three pieces. A quirky piece of imagery that also attracts the eye.

The techniques observed helped us when it came to coming up with ideas of our own. We had already decided that we were going to use an ongoing theme of lights throughout the promotional package, as the album name and single were
called lights. And the lyrics throughout that single had major ideologies behind it that we wanted to represent. We also had wanted to use a forest scene for the narrative as it was a good background for the representations of fear and loneliness we the song portrays. This also enforced by the beauty we saw created by Florences video 'Dog days' and 'Cosmic Love' Both using forest set environments it helped us come to the conclusion that it was a good idea. From analyzing previous artists videos it helped us come to
grips with cinematography within music videos. Because our previous project last year was a opening to a movie which is very different to a music video. There is a lot more to establish in a lot less time so every shot used has to portray the ideas that we want, as the audience has less time to focus on a video with is worth only three to four minutes. We also gained knowledge of the styling aspect which is characterized through Mise - en - scene mainly. The gain of star image is what we needed. But as our genre is electro pop, it had to have a quirky twist.
Just like Florence. We decided on challenging the conventions here by using a pop styled image for the studio shoot, keeping it quite sophisticated and simplistic. With creams blacks and golds. But on the narrative shoot thats when the electro styled vibe really jumped out at the audience. Using the best of both worlds to create a challenged but equally as impacting image for our band.

The costume and styling all used from our own ideas of what we wanted the band to look like. One of the plus points of also being the band gave us completecontrol over the whole project so we could present ourselves in the way we thought best to give the band star quality. The out of focus fairy lights were half inspired by Florence's 'Cosmic love' video where the video opens straight away with the lights glimmering in the background with the use of mirrors to project this thoroughly throughout their set. Once again giving that quirky image that they are famous for. This also used within their advertisement and digipack proving that its an important quality to have, a running theme throughout all elements of a pop promotional package. We wanted to use the lights, like mentioned, for representation value as well as looking nice. We used the out of focus lights to give the dreamy atmosphere on the set creating
ideologies that were hidden within the lyrics. We wanted to visually represent the lyrics in this way. By using objects to represent feelings portrayed. The lights giving the sense of hope and realization of a safe place. While the camera giving the impression of being watched through a lens at all times, being judged at all angles. The running represents trying to escape the fears.


Our digipack and Advertisment were mainly originally thought up, we used the
bold glowing text because we thought to stand out from the lights already in the background we need the typeface to be more gold and make it seem like it was glowing out of the page. This effect created in photoshop. The styling of the band image on both the advertisement and digipack are relatable to the music video, wearing the same colour and styling. Blacks and blazers for ben and white and lace blouse/tops for mine. Polor oposite colours creating a bold independant image for the both us.

To conclude, we used and developed elements as well as challenging some of the typical pop promotion to keep the good elements that the audience relate to but also challenging them to help stand out creating an independent campaign for the band to be proud of.


How effective is the combination of your main product and the ancillary texts?
All three elements of our pop promotional package are important as a set to promote the artist but individually they have to be just as remarkable as if people were to see them in window displays or the music video on television each one has to be impressive enough to snatch the eye of the audience and entice them learn more on the artist.

After gaining all the research knowledge we needed on making a successful package, we could start to make our ideas a reality. The video is something i'm very proud of. Considering the lack of budget and some resources we found a way to make the video still creating striking visuals for the audience to enjoy. I believe the video worked well because we had a theme that ran through the whole shoot. This represented in the lighting, mise en scene, styling and location type. The lighting being most important as it relates so highly to the whole package. Using the out of focus fairy lights in the studio shoot linking with the flashing lights coming from the box in the narrative which is represents finding your safe place.

Cinematography and editing also became very important to music video. The cinematography help present the emotional aspect of the piece. Using high angle in the narrative creating a victimized image for Kira whilst she's running away. The tenseness of the situation also emphasized by the pans of kira running, followed by a pan of ben running after. Cinematography also very important when it came to the performance part of the video also. Use of close ups to gain focus on the artists, also mid-shots and two shots of the band performing to get good look at the styling efforts made (always important when it comes to a music video) The editing we used for cross fades and dissolves. To help continuity we used two cameras at a time placed in different positions so if we wanted another angle it would still look smoothly edited. We also use editing for interesting shots. For example how we placed two frames over one another to create an image of a camera over kiras face to link back the narrative to the bands performing set.

The styling of the band was very important to us, we wanted to create a star image that would be remembered by the audience. We kept with a general colour of white blacks and golds for the studio shoot, Ben and I wearing mostly opposite colours to present us with the own identity within the band. Expressing to the audience that we are individuals within the band. We kept the the video genre specific using electro/pop elements. Like the added quirk to our in the narrative, parallel to the ones in the studio shoot to link the electro world to the pop side we presented within the studio shots. The hair and makeup were completely different for both band members from the narrative and the performance, giving diversity, showing both sides of the artists. Also to help bring contrasted image of the band to keep it exciting for the audience.

The video theme had two basic elements to it. The narrative which was set in a woodland area and the performance that was set in the studio. The location for the narrative was very important to us. The woodland representing the feeling of being trapped and lost, hard to find your way out. Which is an idea we took from the lyrics of the music to visually represent 'I had a way then loosing it all on my own' The studio shots worked better than we could have planned, we going to green screen the image of the out of focus fairy lights behind us, but after testing this, it seemed too fake. So we decided to set up the shoot with the fairy lights and bluring them ourselves with the use of the depth of field with the camera. Which was worth the effort because it came out better than we could have hoped. Despite the challenge of being able to focus us in front of the blurred lights, which we then tackled by merging two frames of the video together. One of performance, the other a recording of out of focus lighting, placed on top which i think gives a more dramatic, eccentric look. The lights becoming a very specific feature used throughout the package.

I would say that the video is a good example of what a electro/pop image should be portrayed as. Using kitsch visuals with a pop flair to balance of the mixed genre. We tried to keep the pace of the video upbeat, using lots of cuts on the beat count to keep the visuals linked with music. We used this effect mainly on choruses to the lyrics 'calling calling calling me, I'm calling calling calling home' Each time on the calling we cut to a new image keeping up with the tempo of the song helping it remain enjoyable to the audience.

The CD design and advertisement worked out better than we planned. After analyzing the other promotional packages. We strongly agreed on the important factor of using cohesive themes throughout the two print work to turn our band into a brand so that we would make them more recognizable and thus in the long run accumulating more money for the band. We kept the theme running by using the same colour scheme, band image and typfaces.

The advertisement consisted of the bands image placed central and takes up most of the poster to keep the band the main item of the advertising campaign. After all its the band that we are selling so keeping them the focus point was easiest way of achieving this. The colour scheme is also kept the same as the music video. Golds, blacks and whites. All very bold colours when placed together. Also as done before keeping the artists in opposing colours separating them to give them their own star image. The next thing the eye gets attracted to is the band name, album name and release date. All in a bright and bold typeface. So that audiences know straight away who they are looking at and what they are potentially going to buy. We added in typical conventions of an advertising poster. For example the social networking sites for the band so that the audience can get a more in depth idea of the band and their album that they are promoting, also a good way of boosting sales. Also cleverly placing a five star rating from one of the most popular music magazines, rolling stones. Presenting an upscale reputation for the band starting them off immediately with positive press. We wanted the advertisement to stay quite simplistic, keeping it un-cluttered so that the center of attention remains on the band. Plus if someone is passing by and sees the advert, they only have a small amount of time to take in the information, which is why the vital points are in bold so can be printed in the minds of the onlookers. which is an effective selling technique.

The CD cover is a basic, more stripped down version of the Advertisement using an identical band image, background and typefaces, just with the added features of a Digipack. By doing this it's once again keeping the linking theme throughout all three elements. The out of focus lights which would stand out immensely on the CD racks. The bands image once again becoming the focus point relaying connotations of the importance of the band once more. The type face remaining the same font, almost becoming the Logo if speaking in branding terms. We made sure to add in the elements of a traditional CD package. The universal logo and copyright symbols. Also cleverly fitting in the 'bands thankyous' on the inside cover, so it seems that the band are taking a personal approach to their fans. Keeping a down to earth friendly image, creating a instantly likable approach to the band.

I would say as a whole package the three elements combined make a great promotional package for GLITTERKNIGHT. Keeping within the same themes creating the same ideologies about the band throughout the package. The vibe given out from the package is electro/pop dream. Keeping within the realms of the genre. Giving the band their distinctive and personal image, keeping them standing out from other bands of their genre. This cleverly done by using the album title Lights and running with that whole theme throughout the package. Something so simple given an extra pizzazz to create a brilliantly thought out link that becomes striking visual to the eye. Our target audience would pick up on the eccentric characteristics used within the video, CD and advertisement. With the use of all elements mentioned, mainly the use of kitsch ideas, which is what they are interested in, creating enjoyment for the audience and more sales for the band.


What have you learned from your audience feedback?

The typical audience we saw for GLITTERKNIGHT is a mixture, just like the genre - electro pop. The demographic doesn't have too much specificity due to the hybrid culture of the band. We are targeting men and women from the ages of late teens to early twenties. We set this type of target audience due to the particular mix of the genre of electro/pop. But they would be the eccentric type that challenge the typical socialization of gender roles. Also, from research we found this was the general outcome of the people interested in this genre. We also want to target an active audience who can read into our representations that the video portrays, Who have the same passion and love for music that the band holds. As the video has a woman in it, it could typically attract men with the male gaze. Though it's not the typical women in a music video, with myself being more conserved and not playing on sexuality for views. Which also gives the impression of the music importance. Genre usually attracts people who are generally into that music typing. Giving us a broader aspect of the kind of people who would enjoy GLITTERKNIGHT. We are similar to bands like Little Boots, Florence and the Machine. Indie and electro/pop bands. Websites like Last FM which streams constant music, but also features an option where you can access bands just like the ones you are listening to, this is the kind of way i can imagine being found through the link of other bands.

We found out that feedback is a very crucial element to creating a successful production piece. Every bit of feedback, good or bad, helps us in the process when it comes to improving the elements of our pop promotion. Most of the feedback received was positive when it came to our package. A few people perceived our video in a different way than intended. We had one piece feedback that commented we could make it more clear that ben was following me, so we did a few pick up shots and added them in to our final piece to make it clear for the audience what was happening. They thought our star image throughout the whole package kept to a cohesive theme and created a creative star image for our band members. Quirky yet pop filled at the same time. All elements that we want to get across to our audience via the package, which gave the impression we were on the right track of representing our genre and band. They enjoyed our use of cinematography repeating the fact the use of certain angles and shots, and how our continuity looked so smooth and structured.

The main theme of comments we were getting were about how they loved our out of focus fairy lights. They enjoyed how we used it throughout the whole theme of the production pieces (the print work) and that it worked really well to keep the promotional package original and distinctive. Something that would stand out in a shop window or in HMV. Also quirky enough to keep with the genre ideologies. That is a huge compliment because using such a small design idea of lights as a main theme was a risk as it could have come out looking boring or to repetitive. But to know that the audience responded to it in the way they did was a huge achievement for us. We asked them if our promotional package was really for sale if they would be interested and we had a unanimous yes! Which is a huge success rate.

It was a hard task for Ben and I as we were the band as well as producing the whole production package, we had a lot of work to get through between the two of us. But after hearing all the positive feedback we gained from it, it was worth all the hard work and time put into the work. From the my perspective looking through the bands eyes i'd say we did an amazing job in promoting the artist to the full extent. Using all the resources from other pop promotion packages. Keeping themes current throughout all three elements, creating a image that makes the band stand out from the rest.

With the video we made sure that the band were centered keeping their performance scenes to a maximum to always remind audiences that it is about them. The concept that the lyrics portraying in the song Lights i think we presented excellently through the visuals (cinematography). The narrative presenting this well with the props like the antique box representing home and Ben with his camera representing the outside world making you feel vulnerable as they look in at you. Which is the ideology we wanted to perceive from the start of our project. The same with the print ad. With the use of mise en scene, and the bold titles we got the image of the band just right. The quirkiness of the out of focus lights mixed with the sophistication of costume, hair and make up. Giving the perfect combination of pop and electro. Looking at it through the band eyes once more i would say that we got the styling perfectly for the genre. It reminds me of the pop promotion of Florence and the machine but with a individuality of the band.

It was hard looking at the project through fresh eyes, seeing as were were in the video and working on the video 24/7 So the feedback we had from the audience really helped open our eyes once more on certain things we had missed out and to include them into the final piece to make the best package we could possibly create.


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

New media has been vital to our process of our pop promotional package. During the research stage the internet has been a huge source of help when it has come to producing all three elements of our promotion. Starting with the help of one of the most major resources in the world, google. This was used in the beginning of the project to research different bands similar to our own to get the ideas of what sort of thing we were going to create. Youtube also helped with this to get an actual visual idea to help especially when it came to gaining ideas of the music video. Researching bands within the same genre and noting down their codes and conventions so we could get ideas of what we needed to start. This stage of our work were crucial to start a basis that we could build upon when it came to it.

When Ben and I were apart from each other we would use social networking to communicate with one another when it came to the planning process. Msn, Facebook and twitter. Sending ideas back and forth to keep an easy process communication helping the planning process quick and easy. We used Frame forge studio 2 to create a storyboard idea for our music video, it is a very detailed programme where you can chose different camera angles and costumes and location settings. Creating a more realistic storyboard to look back at to help when it comes to referencing back to ideas. Photoshop was also something we used within the planning process, creating different ideas for different types of Advertising and CD covers to get us used to using the equipment so we could be perfect at it when it came to making our final design. With the planning we also used stills from google image, flickr and polyvore to portray the visual ideas that we wanted to create. We pitched this using powerpoint presentation to the class, created like a moodboard to give ideas for feedback on whether we were heading in the right direction.

When it came to our video production we used a broad amount of new technologies to enhance the quality of the music video. We used a Sony Z1 HD , giving the finest, clearest quality to the shots. We used Bens IPhone LED light to create the illusion of the light coming out of the antique box. We also used bens IPad for sound playback for when we were recording, so we could listen to the recorded song on location shoots to sync movements with.We then started using the Apple Mac software, Final cut pro to edit and sync the footage filmed. Thanks to the enhancement of technology portable devices now have more use than just using a computer in a house or classroom. With Bens IPad we could research and edit on the move. Giving us a constant source of information and creative flow.

When it came to the print production we focused mainly using photoshop. Within photoshop you create lots of different layers and place them over one another to create a more flexible process. This makes the editing process a lot more efficient as if there is anything you want to delete it's easily done by just one layer instead of having to undo everything to the deletion point. We used the internet to get ideas of how to make our promotional package to the upmost best. By googling the phrase 'electro/pop' you get a range of results some of which can help with the themes and codes and conventions to use.

Within this evaluation I have used blogger.com which has been easy and simple to use. With using this we've had to learn extra elements like how to use certain codes to embed videos onto the blog. Inserting pictures to keep a high amount of visual ideas to keep the blog interesting and helping to present the ideas people to look at and understand what sort of themes we were going for visually instead of just trying to explain. By uploading presentations onto google docs we could then use an embed code to place it on the blog giving an easy way to present our pitch idea on the blog. But the new programe to use is Prezi. An online presentation programme. It was the first time i've ever used it and it was great to use. A simplistic way of getting ideas onto the internet, also creating a futurstic sleek presentation that looks very professional. Polyvore was a website used to create fashion collages. I used it to visually explain the ideas we wanted for our costume design in the video.

To conclude i am very proud of our pop promotional package. I have accumulated a lot of production knowledge since the start of our project. The importance of all three elements of a promotional package to boost artists sales. I have also Built up a lot of technological knowledge. Using new technologies i have never heard of before and using skills i learnt from last year when filming and developing upon them to make an even better production. I think that we have invented a great star image for the band GLITTERKNIGHT that would get them plenty of sales.







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