Welcome to My Blog

Hello, this is a blog that contains all of the research and planning, as well as final versions, for the making of our music video for Daft Punk's Around the World. As well as the video, you will find everything that has gone into the production of our magazine ads and digipak. Links lists and a search function have been provided at the side of the blog for easy navigation.

Enjoy the blog,
Andy.

Final Cut

Here is the final cut of our music video for Daft Punk's 'Around the World'.

Rough Cuts

• Rough Cut Five
• Rough Cut Four
• Rough Cut Three
• Rough Cut Two
• Rough Cut One

Final Magazine Adverts

Main Magazine Advert

Teaser Magazine Advert

WL - Final Digipak Design

Here is the final design for the digipak incorporating photos from the viral campaign. I used a combination of After Effects and Photoshop to finish the digipak with various tools and effects from each program which have been detailed earlier in my blog. You can also find previous drafts on my blog including a layout and the original concept design.

Evaluation Question 1

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

Evaluation Question 2

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

• It is unusual for one company to produce all 3 media texts as we have. Will usually be produced by 3 different companies.
• A company to design and produce the packaging (e.g. Wewow); a company to design the magazine ad (e.g. Project 11); a company to produce the music video (e.g. Epik Music Videos) etc.
• Target audience:
• Core: 15-24 – most common audience for electro house genre; clubs and festivals most common audience 18-24.
• Secondary: Tweenage (aspirational) & 25-40+ (original audience).
• While products were primarily targeted at core audience, secondary audience was also considered e.g. no reference to drinking, drug taking or sex at any point – vid could be played pre-watershed.
• Age of actors/characters reflect core audience.
• Distribution of digipak would be online, such as on Amazon and Play.com, to reflect the buying habits of modern, younger audience.
• Also in stores to be more accessible to an older audience as well as younger audience.
• Music vid would be exhibited both on YouTube on the Daft Punk Vevo channel and music video channels such as MTV. This would allow it to reach a large audience.
•  Mag ad would be placed in magazines appealing to core target audience such as Mixmag. http://issuu.com/mixmagfashion/docs/mm_mediapack_2012_03/10.
• We used social media sites Facebook at Twitter to connect with our audience, sharing our development of products and asking for feedback.
• We used this audience feedback to check that our audience liked our media products and thought that they worked together well.
• Products linked by viral ad campaign – used QR code

Combination of Texts

• Same 'Daft Font' used between magazine ad and digipak
• All three products linked by our viral ad campaign – a QR code was used on the magazine ad that linked to the competition page and Photoshopped images of our magazine ad in different countries were included in the music video and on the digipak
• The traveller (main character) in the video was represented on the magazine ad
• Screenshots of 'Daft Punk' performing from in our video are featured on the front and inside panel of the digipak
• There is a similar colour scheme between the magazine ad and the digipak, as they both incorporate 'earthy' colours along with a dark element to contrast
• The magazine ads purpose is to sell the digipak (as well as the tour), so the digipak is clearly promoted on the magazine ad

Evaluation Question 3

What have you learned from your audience feedback?

Evaluation Question 4

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

Blogger

• Track our progress.
• Share all of our videos.
• Post video shoot updates.
• Post podcasts.
• Post vodcasts.
• Show our research into existing ancillary texts, the genre and the act.
• Links lists.
• RSS feeds from other websites.
• Hyperlinks within the text to external related links.
• Image captions.
• Embedding files.

YouTube

• Post rough cuts and final cut.
• Post vodcasts.
• Used for Evaluation Question 1.
• Annotations tool.
• Thumbs Up/Down (used for audience feedback).
• Comments (used for audience feedback).
• View other music videos to study conventions.
• Allows people to subscribe to us and us to subscribe to channels of interest.
• View count.
• Had individual YouTube channels and a company channel.

Twitter

• Follow Daft Punk and related 'tweeters'.
• Tweet our rough cuts and questionnaires for audience feedback.

Facebook

• Share rough cuts and final music video to allow friends to comment on the video with suggestions and comments.
• Communication with group members using Facebook Chat and Messaging.

Skype

• Used to communicate with group to organise dates and share research and planning.

HD Cameras

• Previously used mini-DV SD cameras but HD cameras offer many benefits.
• Uploads to Final Cut Pro X faster as SD cards are used.
• Respond better to light.
• Better at filming moving footage.
• Much better picture quality.
• Footage is already split up when uploaded.

Final Cut Pro X

• Used to edit our music video.
• Previously used iMovie and Final Cut Express but Final Cut Pro X offers many benefits.
• Automatically renders.
• Lots of tools and presets to help us achieve our desired effect.

GarageBand

• Used to record podcasts.

VideoBooth

• Used to record vodcasts with the built in iSight function.

DivShare

• Used to upload podcasts.
• Able to embed the podcasts to post on Blogger.

Scribd

• Used to embed word documents such as our treatment.

Adobe After Effects

• Used for creating some vodcasts.
• Used for a few of the viral campaign images.

Photoshop Elements 6

• Used to create the digipak.

Photoshop CS6

• Used to create the magazine advert.
• Used to create some of the viral campaign images.

Prezi

• Used to create an interactive and interesting powerpoint presentation, used in Evaluation Question  3.

This extensive combination of new media technologies were all essential to creating what we have now. In the past, it would have been very difficult to produce and share what we did, but with O'Reilly's Web 2.0 our role as a passive consumer has changed to being an active producer. Technologies such as Blogger, YouTube and Facebook have played a vital role in the distribution of our products and have helped us to receive feedback and responses to our media products.

TC - Daft Punk Final Cut Feedback

After screening our music video to a group of 25 male and female pupils aged 14 to 15 I gathered some responses and feedback and comments about the overall video and specific scenes/element.

• 75% of a class would have been encouraged to buy track after watching the video
• Different reading were to be expected but many of the group gave our preferred reading of, tickets being handed out for a gig or concert then showing the gig at the end.

We asked for some positive and negative point:

Positive: costume for the traveller was effective in setting him apart, The visual effects used really fitted the music video e.g the colour altering. Bike sequence was good the rewinding and jump cuts, not overusing the changing colour and effects. Layers, reflection shot, biker tricks was all good, tapping opening sequence and Live performance footage.Changing clothes was good but could have been improved if it were in another shop in charity shop.

Negative: Skateboard sequence didn't fit should have been filmed in a more open space, Bike sequence was confusing it was very fast.

Age appeal: Track choice was good, Skateboarding didn't fit or appeal to this age range, The SPFX were 'current' and appealed to us, the use of the car and public transport.


We asked about individual scene....

Charity shop scene 25 to 30% thought is was a good scene and fitted, a similare percentage were neutral in response and the remainder of the group disliked it.

WL - Revised Digipak Design

WL - Draft 4 Digipak

Here is the 4th draft of the digipak. This was going to be the final design but we tweaked it to incorporate performance footage.

WL - The Viral Competition

We are currently running a competition which binds the digipak poster and video. The competition asks for fans to photograph the poster in any location they choose for a chance for it to be featured in the music video ending sequence and in a 'Remix' version of the digipak to be released at a later date. The poster used viraly spreads and gains internet and world coverage through the fans themselves. The QR code on the posters are links to the competition post on Quack Cuts Blog explaining the competition and how to enter.

Audience Feedback from School Teachers

This feedback comes by email from school teachers, all within our upper secondary target audience age range:

"Classic piece of music to use and one which is sure to have a resurgence in popularity after their recent success. 

It was a good video, not quite as good as the original but very good nonetheless!

I liked the attempt and nod to the daft punk helmets and the variety of sort of story line that ran through it. Odd addition to go into Sue Ryder to collect some clothes but hey, it was pretty random and made me laugh. The fast paced pictures and action kept my interest to see what was coming up next and the mix of light, snow, 'nightclub' added different sides to the video. A great video all round I thought. 

I had no idea that Will Lennard was so good on a skateboard.

Hope this helps the lads. I thought it looked pretty professional so have no real criticisms."

"I think it's really good and enjoyed it a lot. I wish I had the vocab or skills to comment on it!

I enjoyed the variety of transitions and effects and thought it was very interesting to watch and that the narrative held together but the details of the music and genre are beyond my ken.

I liked the hand beat and cuts at the beginning!

I'll watch it again though and show my group."

"I watched yesterday and showed to tutees today.  So impressed by the work and professionalism, can't even imagine the hours that have gone into it. 

My favourite part - tapping gloved hand or possibly Hitchcockian fade from wheel to wheel.

least favourite (and apparently everyone says this) - skater boy - looks clumsy and out of place with the style of the rest of the piece."

(via Mr Burrowes) "I am in awe of your students. Well done!"

"Definitely catchy! I thought this was great - well done."

Evidence of Directing

A video to show the directing in the making of our music video.

AK & WL - Viral Campaign Pictures

Here are the pictures with our magazine ad projected onto them from various locations around the world. This will be used in the digipak and as the closer for our final cut.

Boston, MA, USA



Canada



Egypt



Hong Kong



Newcastle



New York



Rome (wasn't built in a day)



Venice

Rough Cut Five Audience Feedback

We received some new audience feedback for our latest rough cut. We got this both in video and podcast form.

Rough Cut Five

We have made a few changes to our previous rough cut, most notably the addition of performance footage. This was filmed with me and Tom dressed as Daft Punk.

Rough Cut Four Audience Feedback

We went out to get some thoughts on our latest rough cut.

We will consider this feedback in how we approach our next rough cut.

Rough Cut Four

We now have a complete rough cut. It needs changing but we have shot new footage and added to the last rough cut. We will seek further audience feedback to help us decide how this needs altering.

Rough Cut Three Audience Feedback

Having benefited so much from previous audience feedback in person, we decided to continue with this approach and ask a few 17 and 18 year olds what they thought of our latest cut. Again, we got some very helpful feedback.

Rough Cut Three

Since the previous rough cut we have added some new footage and made some alterations. Although it does still not cover the entire length of the song, it is getting towards a full cut stage.

Main Mag Ad v.6

Without 'metal' text:

With 'metal' text:

Main Magazine Ad v.5

Podcast 8

This is a podcast.

Summary of the Conventions of Magazine Ads

Artist Logos

Artists Logo

The artists logo is one of the most important informational aspects of a magazine ad. It usually comes near the top third of the advert and will either take up most of the width of the page, or take up roughly half of the page and be placed at the left side.

Album Names

Album Name

The album name is an important piece of information for buyers to know. This is usually shown just below the artist logo in a smaller font. I was surprised to see that some adverts, such as one from The Offspring and one from Machine Head, completely omitted this information and even on adverts that did have the album name printed, it wasn't as prominent as I would have suspected. I presume this is for a few reasons. Firstly, due to technology, just by searching for the artists name on Amazon, iTunes or other similar stores, or by visiting the artists website, the album name would be very easy to find. Secondly, the album will often be recognised by the artwork (which I will mention in the next sub-category) so mentioning the name isn't completely necessary. Finally, today artists make most of their money by tours and so it is the artist that is predominantly being promoted and not the album.

Linked Artwork

Artwork of Advert and Digipak Linked

The artwork of a magazine advert will very often be an expanded version of the digipak artwork, or will at least have an element in both that is the same. This makes the album/digipak easily recognisable to people who have seen the advert.

Digipak Cover

Digipak Covers on Magazine Ads

If the artwork of the magazine ad and digipak cover aren't connected, it is likely that the digipak will be shown in the ad. This will either be just the cover or, less frequently, a full product shot with the digipak opened and the disks shown. 

Reviews

Reviews may be shown for the album, although this isn't too common. These reviews will usually come from magazines, newspapers or other media forms in which the primary audience is similar to that of the audience for the artist being promoted.

Website Address

Website Addresses

A web address for the band is usually located towards the bottom of an advert and will be small and discrete but still easy to read. While this used to include the full address, including 'www.' at the start, nowadays it is more likely to just seen the domain and not have 'www.' included.

Release Date

A release date is quite important information and is given on approximately half of the magazine ads that I have looked at. It will either give the date or say 'Out Now'. I presume that those that don't give the date have already been released, but I'm not completely sure of this.

Tour Information

Tour Information

This is only occasionally included on an advert for a digipak. Obviously an artist has to have an upcoming tour for the information to be given, but even those that do rarely include it. Generally, as already mentioned, acts make most of their money through tours rather than album/single sales, which is a trend that has only come abouts in recent years due to the shift in buying habbits and the introduction and increase in illegal file sharing. Perhaps in the future including tour information will be more common to accommodate for this change in the industry.

Record Label Logos

Record Label Logo

The record label's logo will be shown on almost all magazine ads. It will usually only take a very small space and be located at the bottom of the page, either directly in the centre or in one of the corners.

Product Information

Product Information

This is most likely to be found on adverts for albums that aren't just standard CDs. There will usually be a special promotional aspect to them: '20th Anniversary Edition' or 'Includes Live Tour DVD' etc. are commonly mentioned. Occasionally though some songs from the album might be listed. This will usually be a song previously released as a single or a couple of the 'best' songs from the album.

TC - Challenges of Organisation

When organising our shoots and company we naturally encountered difficulties in organising each other and our tasks. We decided to divide up the tasks equally between us but still give each other feedback and of course there were group tasks and cross over. Andy Mainly focused on the Poster, Will on the digipak and Myself on the Music video (editing). We each provided input for the creation of each product.

We had difficulty in organising the group as we all had extra curricular and out of school commitments. This meant on some occasions filming would be done without one group member and this would change meaning everyone filmed at one time pr another. We had some difficulty organising this which was resolved by contacting each other over the internet using Skype or Facebook group chat.

We also had some difficulty managing props and equipment. We tried to have at least 2 cameras at each shoot to speed things up and cover more in the time we had but this also meant organising who was to bring the cameras and tripod as well as the costume and posters needed for each scene. We overcame this by dividing up the equipment between us. Subsequently if one of us were not able to film one day a camera or worse, a costume item would be missing this lead us to thoroughly plan each shoot and what was needed in advance so that the best filming was possible.

WL - Digipak Codes and Conventions Summary

Front Cover:
The first and most obvious convention of the digipak's I have looked at is the title of the album and the artists name on the front pannel. There will normally be an image on the front of the digpak dipicting the artist or a concept image which relates to the centre. We normally see a specific colour scheme all the way through the design of the digipak relating to the front cover. An example of this is in the Daft Punk's album 'Human after all'. The front cover will often use bright or contrasting colour in order to make the digipak stand out. In 'Buscare' bright reds and yellows contrast against a black and white image of the artist. On some digipaks we also see a sticker which will give information about hit singles within the album or bonus features such as a dvd or live footage.

Back:
On the spine of the digipak we once again see the artist name and the album name, however sometimes just the album name. We will also often see logos for record labels contributing to the album as well as a CD identification number. On the back of the digipak there will be an image which almost always relates to the front of the digipak or the ongoing theme throughout. A track listing will be displayed on the back sometime with the lenght of the tracks and track number. On the bottom of the back pannel we will see information in copyright often smaller and in a different font to the rest of the album. We are also likley to see a bar code as well as the contributing record companies at bottom right or left hand corner. We may also see information such as the bands website or the artisrs social networking sites.

Inside:
On the inside pannels we are likley to see more background images relating to the theme throughout. There will often be details such as song lyrics however due to our chosen genres minimalistic lyrics this is normally not the case for the genre specific deconstructions. We are likley to see the people who played the intruments during each song and anybody who contributed to the song such as the producer. There maybe behind the scenes pictures from tours of the band and in some cases all we see on the inside of the digipak. There are also details on the CD including the recording companys, the name of the album and the CD number.

WL - Digipak Audience Feedback

I went around the 6th form centre and asked people questions about the different versions of the digipaks i've made. 

I asked the people questions such as which design they prefered, why they liked the different designs and whether the design would appeal to the target audience. 

First I showed them the original design idea with the suitcase. People liked the simplicity of the design and the embossed text effect as well as the globe in the centre. They also liked the details on the back of the digipak and the record labels logo. However, they said they would have prefered for the text on the back to be clearer and to possibly change the fonts in the pack. They also said that the bolts on the front of the original image obscured some of the text. When asked whether they thought it would stand out to the targeted audience they said yes as the font is clearly recognisable however people thought the design could have been more eye catching.

 When asked about the new design they said they liked the 3d effect on the text. Also the use of original images and look that it was projected onto the scene from the video. They also liked the shadows and the right eye catching font. They also liked the different font and said the track listings where clearer than the previous design. They also liked the framing of the shot on the back cover that is in keeping with the narrative enigma. When asked whether they thought it would appeal to the target audience in comparison to the other design they said it would be more likley to stand out in a record shop and would still be recognisable as a daft punk album due to the font. People also liked the fact it gave them more of an idea of the content of the music video.

WL - New Digipak Design

On the new digipak design we can see the title of the album and name of the band. On the next draft I am adding a sticker to the front of the cover to follow convention. On the spine there is the name of the album as well as the virgin records logo as seen on a lot of digipaks. The back cover features a track listing as well as copyright information and record logo. I still need to add a dvd listing as well as a barcode. 

WL - DP Media Appearances And Our Target Audience

Daft Punk have appeared all over the media in recent years with a few notable examples which we can apply to our target audience. 

DJ HERO:

Daft Punk In DJ Hero

The game DJ Hero featured Daft Punk who provided exclusive mixes for the game and featured in the game itself with their own venue. This would help to appeal to our secondary aspiring target audience of 12+ years old. Younger teens who like dance music but are too young to go to clubs or festivals. This game would help them to experience what it's like to be a DJ without actually going to a party or club. 


SIMPSONS:

Simpsons Appearance

Another Example which appeals to this audience as well as an older audience is the Daft Punk appearance in the Simpsons. The Simpsons appeals to males and females of a variety of ages. The show will appeal to a younger audience with some of the more slap stick comedy involved. An older audience however will understand more of the references in the show and more of the featured characters. This helps to reinforce both of our secondary audiences we have chosen as well as the primary audience. 

Pizza Hut:

Pizza Hut

A good example of an advert which appeals to our primary target audience is the recent pizza hut advert. The song 'Technologic' was used with the lyrics changed to reference the pizza company instead of the original lyrics. This is a good way to get people to watch the original song as well as making a catchy advert. This advert is likely to appeal to students as well as other people in the 15-24 age bracket we chose for the primary audience. This age group often are more likely to order take out food rather than going through the effort to cook for themselves. The advert also offers 50% of orders which is ideal for young people who do not have much money. 



Daft Coke:

Metallic Daft Coke Bottles

In 2011 Coca Cola also distributed limited edition Daft Punk Coke Bottle in France named 'Daft Coke'. These bottles have now become collectors items to certain people. This is a good example of a wide audience appeal as Coca Cola is popular with all age ranges as well genders all around the world. This appeals to all of our selected target audiences primary and secondary.  

• DJ Hero - Appeal to teenagers and aspiring secondary audience
• Simpsons - Appeals to all our target audiences male and female 
• Pizza Hut - Appeals to our primary target audience
• Coke - Appeals to all our target audiences around the world 

As you can see here Daft Punks appearances directly reflect our target audiences which we have chosen.