EVALUATION

FINAL VIDEO

Class Evaluation

The first showing of my video included a class of AS level students and my class of A2 level students, they each gave me a mark out of 40. I added these all together and divided by the amount of people who gave me a mark and this should accurately determine what I should get marked by the examiners

My average mark was 30/40

Which I am very pleased with, especially seeing as I worked on this on my own.

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

The technology i used included; iweb, imovie and photoshop. Iweb was interesting to use because it allowed you to create something from scratch and your imagination to flow, hoever it was easier to upload a picture to photoshop to create the effects needed and then move that to iweb as photoshop had more options to sucessfully edit a picture. imovie was a good way to edit my video as after a year of using it i am confident that i can produce a sucessful video on it. i sued the internet to research florence and the machine's website to get my insupiration, making sure to make links to her quirky style and theme. i also used her channel on youtube to watch her existing music videos and that of other, similar artists such as Paloma Faith to get an idea on what image, camera angles and shots i wanted to create. Youtube is where i uploaded my music video with a disclaimer to state that the music is in no way mine and have received feedback. Media 2.0 has enabled me to distribute my project to a wide audience. by uploading my video anyone searching for florence and the machine can watch it, they can also post their opinion below it. interacting with media is a huge advantage espeically for artists, it allows fans to give their feedback which in turn gives the artist a chance to change things their fans may not like which leads to maximum record sales and a successful career.

What have you learned from your audience feedback?

To gather audience feedback I gave a presentation to my class to describe what I was going to do and how, after I made my video I asked a person in my class to fill out an evaluation sheet. The issues raised in the presentation were that it may be too complicated. I solves this by adding titles to explain what is happening. Another issue raised was a part in the story where a woman hits a man over the head with a frying pan, there was a cocern this could cause humour where it was not intended. I then swapped the frying pan for a rolling pin; however the humour was still created. When looking at the finished product I decided it added character to the video and kept the shot. Another question raised was 'who are you going to gwet to play Florence? As they have to be confident.' I asked a friend of mine who is a dancer and has performed in numerous shows in London and around the country to play Florence. She is extremley confident and energetic. She also has red hair like Florence.

I agreed with all the audience feedback as the main problem during the process was the complication of the plot and if I were to do it again I would rethink the story and go with a much simpler idea. The final evaluation included comments such as 'The shots of Florence in a sureal land matches her image, it is chic. The mise-en-scene, clothes and makeup also matched this.' It was overall a very pleasing evaluation and the only critism was lighting toward the end in the narrative scenes was non existant and it was hard to see what was happening, i agreed with this and would change it had I had to do it again.

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

I have maintained a dark and mysterious image throughout my campaign. By keeping the mise-en-scene in the video dark and avant garde, by using darkyl lit pictures on my CD cover with a dark inside and by keeping the majority of the website black with brightly coloured pictures. To interlink my work, the CD covers are pictures taken on set, the back cover is the tree Florence danced infront of and the inside cover quotes the Bird Song lyrics 'tweet, tweet, tweet.' The website links are a variety of birds and the main picture is a tree. The purpose is that they all relate to another another to make it clear to the audience that it is all linked to the artist and have maximum impact. The purpose is also to sell the artist with a clear image that she is out of the ordinary and with reference to the song, not everything is what it seems.

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

Sticking to the conventions of a music video I have used fast paced cuts, most shots last under a second long and are transitioned in a clear cut to keep up with the pace of the song, short and snappy. In performance scenes the actor looks straight into the camera at the audience as in most video's which breaks a feeling of a forth wall and immediatley involves the audience. I have used a variety of different camera angles, lighting and locations to keep the audience's attention. With reference to Florence + theMachine's video 'Rabbit heart' which is set ni a forest, i set my video in a forest also, with intertextuality to give an opposite image. I also decoreated the tree in colourful baubals, ribbon, balloons, beads and confetty to give a surreal feeling. The balloons were also a reference to a scene in 'You got the love' which is Florence + the Machines biggest hit. The overall effect makes the video different and effective. it also gives a clear image of Florence + the machine so the audience can decide whether or not they like her.

This image gives an example of the different camera angles I used, you would not normally see the shot anywhere outside a music video.