Director's commentary

Programs used during our production

Final cut pro is a licensed product allocated to us to contruct and eventually edit our adopted video. This specific software is used by professional artists and their large teams of cinematographers and certified editors but we retracted our experiences from AS media to conjuctionally edit our film and deliver a realistic hip hop music video.

The prgramme which we used during the design aspect of our album cover would be the much acclaimed Photoshop CS5. This programme allows the group to beneifit from its professional look and the enhancement of the individual tools which consistute on this specific software. It also allows us to add authenticity to our print based work therefore enhancing the realism of our work.

Blogger is an internet based software used to inform followers about the on goings of certain things for example a particular sport of even a celebrity. Blogger was a crucial tool which we used to inform our audiences on the progress we were making in our project. "Keep blogging guys". Blogs are usually maintained by an individual with regular entries on commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. However as a group, we wanted to each share our opinions and reveal to our audience any important occurrences, followed by detailed analysis into important aspects in our project. Blog can also be used a verb, meaning to maintain or add content to a blog.

Final Album Poster / Magazine Advert

Our final album poster/magazine advert exhibits the protagonist based at the bottom of some stairs which proceed onto a narrow bridge. We chose this particular image because the bridge represents the connection between Jacob's old life and his perpetual new lifestyle. Which conveys him being 'ON TO THE NEXT ONE'.

The poster also exhibits the many different ways our album can be purchased, for example via Apples Itunes, which is an established online music store set up to give music listeners the visual benefits of the beautiful art. This much acclaimed site will give our album worldwide recognition because we 'Cant be scared to fail, when i search of perfection'. Furthermore, we have allowed HMV to distribute our album because their much applauded niche style of marketing will allow our product to gross in the different sectors of that particular business.

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

Being specific about the technology used whilst filming our video we used many pieces of equipment. Similary to last year we used the exact digital camera, Canon legria fs306 and a tripod. The use of a tripod helped us hugely in the making due to the fact many angles we produced as the tripod allowed us to explore these with various heights as well. The advantages of using a digital camera consisted of it being easier to handle as they are very light weight and easy to use once shown in AS. This meant we could film steadily in any direction/angle we wanted with use of the tripod. We imported our footage from the camera onto the Apple Mac computers using a card reader, it took seconds to import. There were hardly any disadvantages to using the tripod and camera combination, as we had previous knowledge from AS. The only disadvantage that could be said is the tripod only goes to a certain height and so it was difficult to obtain footage from a high place.

Another aspect of technology we used was the studio which has a different range of expert cameras, JVC 3CC0. These cameras are extremely technical and so we had the help of a teacher as we began to use to them. We grew accustomed to the use of them and eventually learnt how to use them. They were extremely beneficial as they exerted an soft and thourough image and they were moveable, so we could put them in any position we desired to gain the shots we neeed. Jacob performed in the studio which reflects most modern day hip hop videos, as they all contain a performance which looks extremely professional. In the studio we had the choice of using green screen or a simple coloured background. We took advantage of both these offers and filmed using both the blank coloured and green screen so we had a lot of footage, and the choice of two. Green screening was a great facility as it allowed use to insert any image we wanted onto the screen with Jacob performing infront. We used images that were greatly associated with the lyrics, for example "bottles" we used a picture of a bottle and with "money" we used a selection of different notes. We also opted to use some of the footage filmed with a white blank screen. This contrasted with the black costume Jacob was wearing and this was indeed our idea. By using simple colours we are presenting the contrasts of life.

'CHOOSE ONE'

A green screening used was a Money background. This is used when the lyric "Make it stack" is being said. The money in the background is shows the money piling ontop of each other acsocaiting to the lyric. Money is however very sterotypical in this genre of hip hop music due to the fact it justifactes power and status. We tried to replicate this aspect in our video as it conveys jacob, the protagonists, moving 'On to the next one'.

'MAKE IT STACK'

'SO I SWITCHED GOLD BOTTLES ONTO THAT SPADE SH*T'

Our adaptability allowed us to experiment with different video footage in search of attaining the best outcome for our video. For example we would compare footage of Jacob's performance gathered on the Arndale rooftops to a whole performance shot against the green screen. This process revealed to us the benefits of using the green screen through its interchangeable background and adaptability to fit specific scenes.

We used the vision mixing desk which allowed us to cut and produce different angles between cameras. We

were at first unaware of how to use it because was of course new to us being the first time we used it. These features allowed us to explore and use a wide range of shots making our video imaginative and intriguing for others to watch. Once all the footage for our video had been obtained we had to go about editing it, using "Final Cut Pro" editing program. This was easy to use as we had used it in AS and so we had particular knowledge. However, we did in fact have to re-cap as we had forgotten some aspects such as changing the size of the shot or applying a specific effect. When our sharpness was attained, we began to experiment with the various amounts footage we had collected in search of something unique and original. For example the climax of our production consisted of various scenes which were specifically edited to every 2 beats to create an essence of montage editing.

3. What have you learnt from audience feedback?

The audience have been extremely helpful in giving us positive feedback yet also criticizing our video. We would always take negative opinions into account and improve them because due to the fact we produce our work for the audience and it is down to them on what they liked and disliked about the video. However, our editing was said to be precise and unique as it specifically relates to the beat of the music which allows the lip syncing to be as accurate as possible. In addition, the precise editing enhances the authenticity of the video and realism throughout. This enables people to be able to relate and understand clearly the context of the video.


We created feedback devices such as the survey produced to attain the public's views on the images they thought our album cover should exhibit and also another crucial feedback device we used was to construct an actual feedback video of our audience, in aim of obtaining first hand insight into what they thought about our video and how it could be improved.




"Its relevant to the narrative.."

This quote, as quoted by Kwame is specific to our production. It is beneficial that he picked up on the images and techniques used being relevant to the narrative as this was our made aim. This shows that the intentions we had for our audience has worked intentionally well and additionally in our favour due to the fact Jacob performed throughout the video conveying aspects of other Rap videos. What also helped this was the images associating with the lyrics themselves. This gives our production an illustrative narrative in that, the images complement the lyrics.

"I would use less green screen"

This was quoted by Kwame, being a media student himself picks an improvement to be made. If we were to remake the video we would take this advice into account due to the fact when using the white background as Jacob is performing this didn't work exceptionally well as we had to edit parts on photo shop.However We disagree slightly as using green screen did benefit our video in many ways such as using visuals in conjuction with the lyrics and also adds to the realism and authenticity of a hip hop video

The audience have proved to be a vital beneficiary to us during this project because they helped us delegate certain aspects of the production. For example the constructions of our album covers would not have been applicable were it not fort the audiences feedback on which images we should specifically combine in hope of obtaining the ideal combination which would appeal most to them.

The feedback we retracted out of our fellow media studies students proved to be vital because they highlighted they areas they would improve in our video and in or for our to "MOVE ONWARDS", we must use embrace the criticism and use it to further our productions qualities.

2. How effective is the combination of the main product ancillary texts?

During this project, our group deliberated on making all the elements of the assignment complimentary towards one another, which will enable the audience to make a clear judgments on the work we produced. Another reason as to why we wanted our work to be complimentary, was that from research into related posters and album covers, they always complimented one another and/or was related in some way. The relation between the two sometimes differed yet then again remained the same. For example, the poster for Jay Z's album complimented his poster in that both included the same picture of the three red strokes and white background. In my opinion this would be so the aduience can associate this image with Jay Z and will automatically consider and refer to Jay Z when they see it.

With all our panels, we tried to exhibit aspects of the Protagonist how ever little that would have been. Example the medium shot of Jacob, the main performer, on the album cover instantly reveals to the audience who the main star/performer is and also in a way entices them. In addition the back cover of our album reveals the protagonists turning his back on his old and blemished life style and is now 'Moving onward's, the only direction' , which is reinforced by panel exhibiting the trainers bearing the inscription of ' I move onwards' on them. That specific panel would also hold the disc. Furthermore the panel bearing the electronic device was intentionally deployed to support our intertextual approach. this approach entailed us to Incorporate aspects of modern day hip-hop/rap videos into our production with an aim of securing an essence of realism and authenticity for our video.


Additionally, in our poster and album cover, we used a constant same text style, for specific dialogue such as our adopted video "On To the Next One" this was specifically deployed to reinforce our video to our target audience. We interlinked all these elements and features in hope of delivering the overall theme of the Jacob's deprived life and lack of luxuries. This proved to be beneficial due to the feedback we obtained from a sample of our audience. Our main product consistently unveils the protagonist and enhances his status as the main performer. In addition this is replicated on our constructed album cover and magazine poster to once again reinforce the appeal the main performer has to our target audience. Furthermore the colouring schemes deployed in all three elements of our production were used to specifically convey the performers rich aspects, which was represented by a gold tint in the video. In contrast to the golden tint, we used a desaturated fade in specific scenes to exhibit the poor aspects of Jacob's life.

1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

As a group we didn't want to limit our knowledge nor research and only look at rap genre, so we looked at a broad range of music videos to gain a wider insight to the industry. By doing this we gained a certain inspiration from quite a few different videos. We looked at Ace Hood's "Hustle Hard" video and took inspiration from it, in that we wanted to create two contrasting ideas: poor and rich as he does in his.

We also looked at "The A Team" by Ed Sheeran and did actually compare it to "Telephone" by Lady Gaga. The comparisons shown how they were both opposing in that "Telephone" is brightly couloured connoting happiness and excitement yet "The A Team" present something totally different. It delivers a depressing performance which reflects negative aspects of life.

All three videos helped in the planning towards our production. It inspired us to actually combine all three of the themes, techniques and colours of all three. We based it upon the narrative of "Hustle Hard", used the dark colours to represent the negative (as seen in "The A Team") and then added colour to show the positive.

Our video did in fact break away from the conventions of everyday rap videos yet some aspects remained alike. The reason for us slightly breaking away is that most rap videos nowadays have no story they are just simply about money or girls and have no deeper meaning. And thus, we wanted to move away from this and give it much more person meaning to the individual and others. We did this by showing a person going from humble beginnings to better things through progression and determination, enduring a struggle to get where they are now. The way in which our video was similar regarding the conventions is many rap videos consist of a performance, Jay Z performs his song in his videos which is what we gave and presented.