Group Evaluation

Here is my group evaluation for mine and Kira's Promotional Package. My own, more in depth evaluation can be found at the top of my blog and Kira's can also be seen on her own blog. We wanted to really make good use of new media technologies in this group entry; You'll find a video commentary on our Package and Pop-Promo, Presentations and Prezis. Though we have provided backward/forward steps in our Prezis, feel free to pan and zoom around them yourself if you need a closer look at any information.

We shot and edited the video above using a Sony Z1 Camera and Final Cut Pro. Here, we discuss and evaluate how effective our Package has been, we explain why we have used some of the techniques we have, go through the research and planning process with you and elaborate on our choices throughout all stages of the Promotional Package production for our band, GLITTERKNIGHT.

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All three elements portray represents the star image perfectly. We achieved this mainly by making sure the full focus were on the band within all three elements of the pop production. Within the video we used close ups and zooms in between other shots to always pull focus back to GLITTERKNIGHT. In the CD cover and advertisement the image of the band is always centred within the print parts of production. Also by using a minuscule amount of elements of writing around the print media (keeping the important information for the audience.) to also keep the band at the core importance of the pop promotion.

All three parts of our production have kept genre specific, representing our electo/pop genre perfectly. We did this by presenting the electro and pop side to each part of our pop production using elements of each genre incorporated, using mise en scene, cinematography and design ideas. The knowledge we had gained from the research we gathered from other pop promotions of the same genre. By mixing the pop elements with the quirkiness of the electro pop. The styling for example in the studio shots the styling using opposite colours to give both of us our own identity. But at the same time a synchronised look and feel which is an aspect used in pop videos. Keeping the electro aspect in the styling in the narrative and also with themes like the contrast of the forest shots and the out of focus lights from the studio. Creating a Kitsch creative element to the piece.

The three elements combined make an amazing promotional package for GLITTERKNIGHT. We kept within the same themes creating the same ideologies about the band. Also giving the band a distinctive image keeping them standing out from other bands of the same genre. Creating higher popularity. This done by keeping the theme throughout the package, of the lights, type face and images of the band. Buy using eccentric ideas mixed with the pop elements we have created a promotional package that will catch the audiences eyes and create more sales for the band.

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Above, we explain how we have targeted our audience, the audience's reaction and feedback from our Print Material and Music Video and how things have changed since. Audience feedback is crucial to developing a pop promotion. As the audience are the people who will be viewing your pop promo, as you are enticing them to be interested in your band. They are the ones you have to impress. So by getting their input gives us the maximum ability to make it what the viewing public want.

We’ve received a lot of feedback from audiences throughout various stages of production which has been vital to knowing if we’re on the right track and keeping to our original plan. There’s been an overwhelmingly positive response to all three of our promotional materials; particularly the music video which we’ve screened in various locations including college, to friends, family and in public places. These sample audiences commented on how much they enjoyed the lights in the video and the entire conceptual aspect and said the way that it went with the lyrics was really effective. The editing was also called ‘professional’ and thought that it reflected the tone, pace and mood of the song really well, adding a new depth to the song. The effects we used during the edit such as layering shots on top of each-other was also received really well and we got quite a number of positive reactions from that.

They also really liked how our advertisement and DigiPack set had individuality of our own but still keeping what needed to be on them for example the copyright and company logos that would usually be seen. The fonts and images had hugely positive comments (mainly explained in the presentation) regarding how the same image of the band were used on each piece of print work and each time centered to create the attention to it. Giving the Overall they liked how the whole package came together in a recognizable way for the audience so they could relate all to one another. Also giving the band a star image and attention that is needed when creating a pop promotion. The type face they loved as it seemed as if it was glowing. By using special effects in photoshop to create this to make it stand out.

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In this Prezi, we explain our use of new media technologies we've used throughout every stage of our production and print work. New media technologies have allowed us to present our ideas perfectly through the use of a wide range of Software, Hardware and various Web Applications and have generally made the process not only easier, but a lot more fun!

We've used a lot of new media technology throughout every stage of our project from research to the final touches such as this evaluation. The fact that we documented everything we've done, all creative decisions, ideas and tests on Blogger meant that we could display everything in a really visual way, embedding video clips, Polyvore sets, presentations and music players directly into our blogs. This allows readers of the blog to gain a real understanding of the ideas we were writing about instead of having to imagine them from our words.

A massive range of software has been used to create, plan and manifest our promotional package into fruition too. We've done a lot of tests on Final Cut Pro such as checking out effects, chroma keying green screens, finding really nice/quirky effects and typefaces on Photoshop and using Frameforge to create really detailed/visual storyboards/shotlists.

My individual evaluation can be found here, where I address these issues in much more depth.

Group Evaluation by: Ben Halliday & Kira Knight

'Lights' by GLITTERKNIGHT

Here is the finished version of our pop promo for 'Lights' by GLITTERKNIGHT.

GLITTERKNIGHT Final Promotional Material

Please Click on images to expand/view High Quality.

Above is the promotional material for my group's band, GLITTERKNIGHT. The design is exactly, if not better, than what I envisioned when we started developing ideas for the Digipack and Print Advertisement and I'm thrilled with the finished product.

We've applied a lot of factors to these designs that we've learned along the way from the analysis of other band's promotional material such as a strong cohesive theme, building a star image, aesthetically positioned graphics and clear recognisable branding. We've used the same image of the band on both the CD Digipack and Print Advertisement so the two, with marketing in mind, are clearly linked and distinguishable to our audience. The size and positioning of the band on both digipack and print ad ensures this is the main focus to the audience and pushes the development of the star image we're trying to achieve. The costume styling for the cover strongly follows suit with the pop promotion for the lead song on the album entitled 'Lights' keeping consistent with the colour theme and the cultivation of star image, carefully directed towards our target audience (who have been defined earlier in the blog). Looking directly into the camera, the star image, similarly to other bands like us, detonates confidence and catches the eye of our potential audience.

As explained in a previous post, similar colours and graphics have been used to those in the video, again, strengthening the theme and directly referencing the visual elements (mise-en-scene) used in the Pop Promo - especially throughout the Digipack.

Aside from the album art, the remaining components of the Digipack is an really simplistic but concordant with the design concept as a whole. The graphics used on the insides make use of a reduced and simplified version of the cover's background that make text on the inner sleeve readable whilst keeping overall style in consideration. The back cover, contrastingly, features a much 'busier' version of the graphics on the front. The combination of the drop-shadow and outter glow on the track listing makes all text easily readable though which is the main priority; keeping everything practical. The typeface we've chosen to use throughout all promotional material is 'Futura' with a standard Photoshop outter glow blended into the colour of the white-golden text. 'Futura' was chosen as it fitted the criteria we stated in the treatment; we were looking for something really simplistic with a modern twist and easily distinguishable and readable for our audience. I think this typeface reflects these qualities really well and the styling (glow, colour) only compliment this.

Overall, I'm extremely happy with the result and as I mentioned, it exceeds my initial visualisation of the promotional material for GLITTERKNIGHT.

By Ben Halliday

Screening of 'Lights' Pop Promotion: Audience Feedback

The importance of screening our pop promotion to a sample audience is crucial for the success of our task. Without the knowledge of what are potential audience think of our production, we're left blind to some key factors we may need to change and with a set of fresh eyes viewing our piece, we can get an honest, unbiased opinion.

Kira and myself have held several screenings of our pop promotion in various stages. We've held them in college, in public places we both frequent and shown the video to friends, family and those who fit our target audience criteria. Overall, the response has been resoundingly positive.

From this research, we've found that people really enjoy our idea. We've had numerous comments telling us that our video displays an 80's edge which works really well with the music both lyrically and melodically. When asked, people also confirmed that our pop promo fits the codes and conventions of a pop video; "It reminds me of Little Boots - it really fits electronic sound of the music but also comes across as quite soft and innocent" we were told. This made us really happy as that quote really summed up what we were attempting to achieve with this. Some other feedback included that the way we took 'Lights' literally was a nice, subtle touch as it fitted in well with the lyrics and mood of the song; especially when the out of focus shots were featured (which were favoured by lot of the audience). Overall, the audience agreed that the music video showcased the band really well and the pace, mood and tone of the video fitted in nicely with the music.

We received some really helpful criticism during a few of the screenings which was what we were looking for. Someone commented on the fact that I was introduced into the video much too late, which, when was pointed out seemed completely obvious. Feedback such as that, from fresh eyes, is absolutely vital. We were also told that some more 'out of focus' shots (which the audience loved) could be introduced sooner in the video- and some more shots of the band posing.

Though the sample audience said the pace of the video suited the music, two people commented that more cuts in the chorus (especially when 'calling' is repeated three times) would make the video look more energetic which was excellent feedback that really helped shape our product.

Some technical feedback (mainly from our media class) included some affirmations about the cinematography used, especially in the narrative. They really liked the framing of shots - especially in the scene featuring the bridge. The editing was also commented on favourably. People really liked how we layered shots of the camera taking pictures over Kira and also how we layered the bokeh lights over shots of the band. We were told the editing looked quite professional which shocked us a bit (in a good way!) and that the overall style of our video really just 'spoke' the song.

After our screenings of the pop promo, we took all information on board and considered the constructive criticism of our sample audiences. We ended up slightly tweaking quite a number of parts that were commented on such as the introduction of myself at the start, more out of focus shots and posing. We included more close-ups of the band and made the pace slightly faster too which helped the tone of the video tremendously. I'm thankful to everyone we screened the video to and really grateful for their comments; I can't stress enough how important this task was so were able to tailor our video to our target audiences needs.

Post by Ben Halliday

List of Props, Costumes & Locations

This is my studio outfit a Topshop flowing lace cream top and black skirt. With a Metropark USA gunmetal angular necklace and red ring. The accessories are the only thing not following the colour scheme, just to give it a small quirky difference.

Ben is wearing an All-Saints blazer and a 'French Kissing' t-shirt. With Topman jeans and All-Saints bracelets. Once again minimal accesories just to give the outfit a pop whilst adding sophistication and simplicity.

The outside costumes were much different to the inside shoot. Ben and I both have different styled hair and the outfits are a lot more relaxed. As this part was the narrative we decided to make it more 'street wise' when it came to the outfits, things that anyone could wear down the street, for relatability. It's more casual but with a classy edge. Bens faux studded leather jacket and Allsaints scarf and t-shirt from LONG. Myself with a Topshop coat/blazer and skirt and blouse from ASOS.

We had minimal amount of props not many were needed for our narrative. The camera is a very important aspect of our video. It represents being followed and judged from the outside world. At one point it is faded into the studio shot to show the relation of the character being watched.

The box also has important relevance of the video. After being chased through the forest, the box I find represents purity and enlightenment in a sense. Finding a place you can feel safe in and un-judged. Which relates to the lyrics; 'Shining when I'm alone'.

These are a few shots of the outside location that we filmed at. It has a very warm autumn like feel to it. We tried to go as deep into the trees as we could making it a seem more frightening for me when I'm being chased . But doing it during the day also gives the portrayal of every day life; Wanting to escape the day to day struggles.

Group post by Kira Knight

Detailed Synopsis

As an extension of my initial synopsis for the 'Lights' pop promotion, here is an extended, more detailed and definitive version.

Our ideas have changed quite a bit since the first stab at a synopsis which is a good thing because I feel like everything's been thought out more realistically and the stylistics involved seem much more captivating than they previously were. Our ideas now are also much more within reach and thought through much more logically and work well.

The pop promotion will begin with the infamous out of focus lights panning around layered over footage of Kira and myself which gives an instant visual of the band and automatically builds a star image. Following this, Kira's verse kicks in shortly after the musical intro so naturally, the focus will begin on her in the studio with a range of shots edited in continuity. We will layer the out of focus lights on top of parts of this footage as well as shots of Kira posing to the camera to break her verse up slightly before transitioning into the narrative.

We will begin the narrative through the 'viewfinder' effect we filmed during the Christchurch park shots where we put the SLR camera's viewfinder against the lens of the DV Camera. Hard cuts of Kira walking will work with the pace of the song before the narrative really opens up into the story. The effect of the SLR camera will enforce the feeling of scrutiny and being watched and judged which is why we're going to move onto Kira running now, being followed by a panning shot before cutting to myself snapping pictures of her. This will fade back into the studio where the chorus approaches.

In the chorus, I'm then introduced to the piece in the studio using the same range of shots used in Kira's verse - a lot of different angles and shot types using continuity to merge them. During the chorus, the chase scene over the bridge will be featured, using hard cuts to the beat and lyrics of 'calling calling calling me home' which will add some pace to song and define the mood and tone.

In my verse, the cuts quicken slightly now in the studio shots and we're going to make much more use of the out of focus shots and layering - this is where the editing gets really interesting. Kira will also be seen in my verse, posing to the camera a few times as the bokeh lights layer over her face.

In the last chorus a breakdown of the song, we are reintroduced to the narrative, showing Kira getting increasingly distressed and hinting at the fact that I'm the one taking photographs of her in an enigmatic manner. The range of angles here strengthen the image that Kira's being watched and observed carefully before she runs and finds the box. While this is happening the pace will increase further using hard cuts that coincide with the beat but also follow continuity to the audience aren't left confused.

In the final chorus, the pace remains quite fast and we make use of the really energetic studio footage, featuring shots of just Kira and just myself but also shots where we're seen together. The out of focus lights and shots of us dancing completely out of focus can be seen here as we make our dramatic entry into the instrumental outro, finishing with Kira and myself posing to the camera. The piece will finish will the panning out of focus lights before the 'viewfinder' type shot returns from earlier. I can be seen making my way up the camera and peering in rather mysteriously (the lights from the studio can still be seen at this point) before I walk out of shot and everything fades to black.

This sounds rather confusing but the finished product, which we're shortly to start work on soon will illustrate everything I've just mentioned and will speak for itself; this is just final detailed description for Kira and I so we know which direction we're taking the video in. If it ends up looking like it does in my head (if that makes any sense) then I'll be absolutely ecstatic.

Updated Final Album Artwork and Promotional Material Idea

Please click images to expand

After critically looking at my ideas for the promotional material ideas I produced (which can be seen earlier in the blog), I wasn't happy with a few things so I decided to amend them to give us a better visual representation of what the final product could look like. I'm much happier with these and think something resembling the above would be really effective as they reflect what GLITTERKNIGHT is in terms of look and feel, is concordant with the music video and has the album cover and print ad are easily recognisable brand-wise to the consumer.

Firstly, and most visibily, I've changed the colour of my blazer. In my opinion, the grey against Kira's white white dress looked dull and and pulled the rest of the artwork down, making it look a bit dull. Now, the contrast between our outfits not only differentiates us but also makes the promotional material a bit bolder and brings out the colours in the background and text. Now, the colour scheme seems more thematic and is in line with the rest of the costumes we've used in the pop promo. It's just more visually appealing to the consumer now.

Secondly, the text on both, but most notably the magazine ad, is completely different. I felt as though the logos for 'GLITTERKNIGHT' and 'LIGHTS' looked very grainy; the colours and typography were just off. It didn't look very professional and wasn't visually appealing, nor did it represent the look and feel of the band very well. Now, the typography is plainer, but easily readable and the glow and wash of gold gives an accurately cohesive branding of the band. I've also added more information to the magazine ad. Now, a release date is featured and so is the record label logo. The fact that these were missing on the original ideas is a mystery; I don't know why I wouldn't include them on an advertisement for album! My mistake..!

Finally, the positioning of Kira and myself has changed on the album cover to the left hand side instead of the center of the cover. The angle that the photograph was taken and the position I was standing in at the time made the side look very flat and awkward. For some reason, Kira's hand look extremely large on that side too so these are against the side now. I think it looks so much better and more visually appealing to the consumer which is essentially the purpose of album covers and print ads- they need to work together and attract an audience.

I've also been playing around with colour in general with this final idea, intensifying some aspects and toning down others. Overall though, I'm extremely happy with this and think it would be in our interests to strongly consider a lot of aspects of this idea for our final finished promotional material.

If you want to view my original artwork and my comments on them (some of which still apply to the above ideas) then click here.

Post by Ben Halliday

Artwork revised by Kira Knight & Ben Halliday.