Final evaluation
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Sunday, 15 May 2011
Group Digipack and Advert
As our project draws to a close we need to pick out which front cover, back cover, insides and advert best suits our music video. Each person in the group has created one so we asked people which ones they prefered. We presented a group, who have previously seen the video, which front cover they prefer and suits the video best. This is the front cover that won the majority vote:
This is the advert our target audience has picked:
And the CD insides they felt suited the video the most:
We presented the same group with the four back covers and this is the one they liked the most:
This is the advert our target audience has picked:
And the CD insides they felt suited the video the most:
They felt that this really suited the back cover.
My advert
I have my advert relatively simple like the ones I have conducted the research on. I used the graffiti theme that has been consistent in my project. For my advert I have used different pictures, I used InDesign to create my advert because it seemed easier and more appropriate. I have a HMV logo and a rating from Vibe magazine which is the biggest Hip Hop magazines which feautures HipHop a-listers. 
Analysing music adverts
Most adverts are just nice and simple; for example the Tynchy Stryder one below. He uses a simple picture and an uncomplicated colour scheme. The text is in green, white and yellow with some information on how to order.
50 Cent’s advert is also very creatively done and doesn’t look really complicated or over done. The text is in white and red on a picture of the artist; because the artist’s back is turned it doesn’t the text doesn’t cut of the mode of address
MY DIGIPACK AND ADVERT
These are the front cover I have made using Photoshop CS4. I really liked this picture because graffiti was the main theme in our project. I made it nice and simple like the CD covers I have annotated before. There is only the name of the artist, album name and a parental advisory on the front cover.
For my back cover, I had a list of the songs in his album, a simple picture again using graffiti and a barcode. Comparing it to other back covers it looked really good. 
Reasons for Locations
My first location was Liverpool Street, we went to a graffiti clad area and decided to shoot around those areas. Why graffiti? A lot of people wondered while we were shooting.
“The relationship between graffiti and hip-hop culture arises from the appearance of new and increasingly elaborate and pervasive forms of the practice in areas where other elements of hip hop were evolving as art forms, with a heavy overlap between those who wrote graffiti and those who practiced other elements of the culture.” http://en.wikipedia.org/wiki/Hip_hop
Graffiti writing is one of the pillars of Hip Hop so this is the main reason why we have decided to go down this road. Like the Hip Hop genre graffiti has negative connotations. Society sees it as defacing and anti social which some forms are but others are truly inspirational. This is the unique selling point of our video and digipack.
Another thing that kind of confused people is the reason in which I have filmed my artist performing to a camera. Before we started filming my group and the artist spoke a lot about his music, what it’s about and the message behind his song. Crucial’s song is about “Hip Hop in its purest form.” He makes fun subtly of Hip Hop artist who are in the industry for the wrong reasons. His song is called “Straight Up Hip Hop” and he is trying to get a point across to the audience. Superficial Hip Hop artist talk about money, women and wealth which under values the genre because Hip Hop is about freedom of speech. This is the message behind the camera on camera style. He uses a lot of sattire in his lyrics; this is his way of trying to get his message across to people. He tries to provoke thought when he is performing by being funny when talking about serious topics. So I thought this would be appropriate because he is mimicking and poking fun at artist who are in the game for all the wrong reasons.
Another part of our video consists of Crucial standing in front of a projector and showing pictures behind him. One of our Indicatives have inspired us to use it but we adapted it and made it differently. The pictures all have a powerful message behind them. Below are a couple of examples.
Editing
By now we had a lot of footage and we needed to piece it all together. First thing we needed to do was log and capture all our footage on Final Cut Pro and put it in a hard drive. 
This is one of our first print screens as you can see the scenes are really long and there is a lot of space. As I have mentioned before I was wanted to have a lot of fast edits in my video. That is because my artist at some points of his songs becomes more intense and I want the edits to be faster to reflect that and grab attention.
This is another print screen, the spaces are filled and I’ve started to put edits in.
This is my finals product, there are a lot of bits of footage on top of each other. This is the effect I was going for. The edits are short and fast in some places and a lot slower in others. I’m very happy with the finished product. This is the look I was trying to achieve.
Althought the editor in the group was Estella Ossei due to lack of experience of the editing suite and Final Cut Pro I took the primary role in editing. I have logged in thirty six hours of editing and I oversaw every step as I was the main person doing the editing.
How shooting went
1 shoot: We shot in many locations around Liverpool street. The lighting was natural, we had a lot of footage and because it was a cold day our hands froze and some bit were wobbly but it was fine because we had a lot of good material. We used two cameras and two tripods. We were unable to shoot in our first location, we needed a four second footage of our artist’s feet walking in a neon lit up zone, but we weren’t allowed to film there so we had to come up with something else.
2nd Shoot: We shot this in the TV Studio. We used lighting from projector and other lights from media department. We could have used back lighting to eliminate the shadows but we wanted the shadows because it made our artist look really big and tall. Two cameras and two tripods. There were times when the lighting would look terrible so we would have to cut out
3rd Shoot: This was shot in Beech room in College. We shot some bits and pieces. We used two cameras, two tripods and lights. Estella, was unable to come to this shoot. But there was three of us so it was fine.
4th shoot: This was done again in the TV Studio in College. I used natural lighting. I used two cameras and two tripods. One to film the other. By now I have learnt how to set up the cameras and tri pods faster, my group were busy so it was up to me to get all the necessary footage for this shoot.
Tape logs and Edit Decision List
Because we had a lot of tapes and a lot of footage this is a record of the clips me and Estella have decided to use while editing. We watched it over and eliminated the clips we didn't want because they were faulty and was filmed well. As a person who appreciated fine aesthetics I had to get rid of the ones that had terrible lighting, or shaky camera shots. We also allocated the right times they occus and which shots they are.
Shooting
We have shot on the above days as the dates on the call sheets say. The shooting went really well. We have had minor problems. On our first shoot, we walked around central and filmed while we walked but a police officer stopped us and asked us not to film in that area. In the TV Studio some of the problems we encountered was lack of time because of the high demand of the TV Studio and Beech. Lessons are also carried out in those rooms so it’s hard to get spare hours. Minor problems include tape breaking, this has happened in one occasion, a technician informed us that the tape has been squashed in some way so some footage was lost. This was fine because on the day we ran out of space on that tape and filmed the performance on another tape so we had a back-up.
These are pictures of the first day of shooting which was in Liverpool Street. It was a cold day so we were all wrapped up warm.
This is pictures of us on the second day of shooting in the TV Studio.
Marketing Aims
Marketing Aims: Cd Cover
Unique Selling Point: The CD cover will challenge Hip Hop stereotype. There will be no women, cars or jewellery on the front cover.
AIDA: I think the CD cover will be able to promote the song and artist really well. This will spark interest within the consumers and create the desire to want the CD and hopefully they will buy it.
Product: CD cover’s main aim is to tell the consumers at a first glance what the product is about and promote it.
Marketing Aims: Video
Target Consumer: The song contains strong language so minors can only watch the censored version. So the target consumers of my video will be 14- 25 year olds.
Unique Selling Point: The video is underground and audience will find it as different. I think it will be very unique because it’s a video that has a lot of art to it. The pictures in projection and the graffiti will be a unique selling point.
Attention/Awareness: The best way to raise awareness is to put the video up on Facebook and Youtube, Crucial is already established and I’m sure there will be a lot of feedback.
Interest: The visual graphics I think will really interest the audience.
Product: I think many people will be satisfied with the end product. I will try to make my video very interesting and have a deeper message to it because that is what the Hip Hop genre is about.
Promotion: I think the video will work really well in promoting my artist. Crucial is a talented performer and very ground-breaking and hopefully the video will capture that.
Marketing Vehicles (published February)
Potential of CD Cover as a marketing vehicle
CD Cover will help us to promote our music video further and target a much wider audience. Me and my group all made a CD cover and we chose the one we wanted to use. I think out CD cover looks very professional and it really talks to the audience and it sells the song.
The CD cover could also appeal to people who are fans of fine aesthetics which with any luck will encourage them to buy the CD. The people who see the CD cover might not even be fans of Hip Hop music but the cover is graffiti clad and sends mixed messages which might intrigue people.
Marketing Aims: Advert
Target Consumer: Our Advert will be aimed at teenagers and young adults, age could range from 15- 25 year olds. Our Advert really speaks the song, so I think it will intrigue people because it isn’t mainstream.
Unique Selling Point: Graffiti writing is one of the pillars of Hip Hop culture and the graffiti in the advert will entice people. I think that this is our main unique selling point, the really cool graffiti.
Attention/Awareness: There are many ways is which I can raise awareness. I could send the advert out to people and also put it up on Facebook and get feedback from my audience. Hopefully if they like it word of mouse will come to play and the advert will get a lot of attention.
Interest: The more people that become aware of my product the more interest it will generate. This will make them desire the CD and go out and buy it (Action).
Product: Is a an advert which will include a picture of Crucial and a colour scheme to go with the background.
Promotion: The advert will be available on networking sites such as Facebook and Myspace.
Call Sheet NO3 & NO4
Call Sheet .... No3
Date: Tuesday 11th January 2011
Location: Beech Studio, Stanmore College
Time: 1pm – 2pm
Cast: Artist: Crucial
Crew: Myself, Ariba and Warsan
Transport: In college, no unnecessary travel
Equipment: Two cameras, two tri-pods, lights
Outfit: Dark clothing, nice trainers
1pm- Set up Cameras and Tripods.
Artist position, and lights
1.15 Rehearse
1.20 Shoot
1.50 Pack up and return all equipment
Call Sheet ..... No4
Date: Wednesday 19th January 2011
Location: TV Studio
Time: 1pm – 2pm
Cast: Artist, Crucial
Crew: Myself
Transport: In college, no unnecessary travel
Equipment: Two cameras, two tri pod, lights
Commentary: Using call sheets were very effective. We email the artist a week before each shoot with the above call sheets and if confused and needs answering of a few questions our artist could email us back. This is very useful because we were a lot more organized this way.
Call
1pm- Set up Cameras and Tripods.
1.15 Rehearse
1.20 Shoot
1.50 Pack up and return all equipment
Risk Assessment NO 3 & 4
By now we have a lot of footage but we also need some bits and pieces so we have created another two risk assessments.
Risk Assessment for Shoot 3- Beech Studio, Stanmore College
Production persons involved: Nora (myself), Ariba Ahmed and Warsan Barquadle and artist, Crucial (Usman Mirza)
Hazard: Equipment
Nature of Risk: The big bulky equipment could be in the way and easily trip up crew and artist.
Preventative measures: We are going to rearrange the equipment in a neat order, we can avoid bumping into it.
Hazard: Loose wires in the studio
Nature of Risk: there are many wires in the Beech Studio, it’s very easy to confuse it with our equipment especially if we take out lights. It can also be a hazard because it’s very easy to trip over.
Preventative measures: We could tidy the room of all loose wires and equipment before we start to set up our own equipment.
Risk Assessment for Shoot 4: TV Studio, Stanmore College
Production persons involved: Myself
Hazard: Noise
Nature of risk: noise from next door may distract team members and more importantly the artists so we may not all work tot he best of our potential
Nature of risk: noise from next door may distract team members and more importantly the artists so we may not all work tot he best of our potential
Preventive measures: before we start shooting, inform the people next door so they don’t make unnecessary noise
Call Sheet NO & NO 2
CALL SHEET ......NO.1
Date: Saturday 20th November 2010
Location: INFRONT OF GRAFFITI WALL AND AROUND BROADGATE ESTATE SITES.Curtain Road / Around Broadgate Estate (both very nearby, 5mins walking distance)Curtain Road Hackney
EC2 LondonTime: 11.30am Saturday 27th November 2010
On Location: 12.00am Saturday 27th November 2010Sets: None
Artist: Crucial (Real name: Usman Mirza)
Crew: Myself, Ariba, Warsan, Estella
EC2 LondonTime: 11.30am Saturday 27th November 2010
On Location: 12.00am Saturday 27th November 2010Sets: None
Artist: Crucial (Real name: Usman Mirza)
Crew: Myself, Ariba, Warsan, Estella
Outfit: Nike/Addidas trainers, plain black jacket with a hood (not too baggy or too fitted), 2 thick silver rings (on either hand), plain black snood (around the neck in some scenes and over the head in others)Transport: Tube & Walking
Call Sheet .... No2
Date: Wednesday 9th December 2010
Location: TV Studio, Stanmore College
Unit Call: 12.00pm – 02.30pm
Cast: Artist: Crucial
Crew: Myself, Ariba Ahmed, Estella Ossei and Warsan Barqadle
Transport: In college, no unnecessary travel
Equipment: Two cameras, Lights, Two tri-pods
Outfit: Dark jumper and jeans, no glasses
12.00 Start setting up equipment
Set up lights
Artist costume
Turn on projectors
12.30 Lights and Camera check
12.40 Rehearse
12.50 Shoot
Commentary: Using call sheets were very effective. We email the artist a week before each shoot with the above call sheets and if confused and needs answering of a few questions our artist could email us back. This is very useful because we were a lot more organized this way.
Risk Assesment NO 1 and NO 2 (published novermber 2010)
Risk Assessment for shoot 1 - Location; Curtain Rd, London EC2 (Graffiti Wall)
Production/Person(s) involved:Me, Ariba Ahmed , Estella Ossei, Warsan Barqadle and our artist- Crucial (Usman Mirza).
& Estella's younger sister for extra assistance. On 20th November
& Estella's younger sister for extra assistance. On 20th November
Hazard: Cold temperatures
Nature of Risk: Due to such weather, the artist/staff members may fall ill. Also the artist may not be able to perform to the best of their ability because their too cold.
Preventive Measures: All members of staff/artist were told to wear appropriate clothes (warm.)
and were given hot drinks from nearest coffee shop to keep people on location warm.
and were given hot drinks from nearest coffee shop to keep people on location warm.
Hazard: The equipment
Nature of Risk: due to the equipment set up on the pavement the general public may trip over our equipment (this can lead to a lawsuit as this would known as negligence) (especially because we were set up on a pavement)
Preventive measures: we could prevent this by making plenty of space for people so as not to block their path.
Preventive measures: we could prevent this by making plenty of space for people so as not to block their path.
Hazard: The General Public
Nature of Risk: as we were shooting without any police/guard assistance we could have easily been targeted for theft due to our expensive equipment.
Preventive measures: we could prevent this by shooting in a safer area, maybe where police patrol regularly.
Hazard: Passing Cars
Hazard: Passing Cars
Nature of Risk: due to the hazard of passing cars, this could effects the recording of sound and could lengthen the time period of shooting.
Preventive measures: but there were traffic lights, we could wait until the cars are stopped. Or we could go to the site at a quieter time of day
Hazard: The General Public
Nature of Risk: Due to the location being in a public place we encountered many interruptions where we had to wait for the people to pass by to continue shooting. This can lead to prologue delays with staff and actors getting frustrated.
Preventive measures: There weren’t many ways in which we could prevent this, so we moved our equipment and camera cases to the side as not to make people uncomfortable on the pavement
Risk Assessment for shoot 2 - Location; TV Studio, Stanmore College (Projection scenes infront of white board)
Production/Person(s) involved: Ariba Ahmed (myself), Estella Ossei , Nora Bulale, Warsan Barqadle and our artist- Crucial (Usman Mirza). On 9th December
Hazard: Spotlight
Nature Of Risk: heat of spotlight could make the artists feel uncomfortable, this and the light hitting his eyes may cause damage and discomfort which will put his performance at a disadvantage
Prevention Measures: only leaving the spotlight on when necessary &
Nature Of Risk: heat of spotlight could make the artists feel uncomfortable, this and the light hitting his eyes may cause damage and discomfort which will put his performance at a disadvantage
Prevention Measures: only leaving the spotlight on when necessary &
having short, frequent breaks so no harm is caused to the artists and only leaving the spotlight
Hazard: Loose wires from the spotlight
Nature Of Risk Team members/Artist may trip over the wires (especially because it was slightly dark)
Nature Of Risk Team members/Artist may trip over the wires (especially because it was slightly dark)
Preventive measures: making sure everyone was aware of the wires and avoiding walking around there, not moving around or moving equipment around much until the main lights were on.
Hazard: Noise
Nature of risk: noise from next door may distract team members and more importantly the artists so we may not all work tot he best of our potential
Nature of risk: noise from next door may distract team members and more importantly the artists so we may not all work tot he best of our potential
Preventive measures: before we start shooting, inform the people next door so they don’t make unnecessary noise
Hazard: Food/drink
Nature of risk: Spillage of food/drink could damage equipment (especially because shooting would be done during lunch hours)
preventive measures: no food/drink would be allowed on set.
Nature of risk: Spillage of food/drink could damage equipment (especially because shooting would be done during lunch hours)
preventive measures: no food/drink would be allowed on set.
Commentary: I think the risk assessments was very useful. We were unaware of some of the implications when filming a music video. We have written up these risk assessments before we have gone out to shoot. We were aware of some dangers when me and the group have gone out to rehearse for a day and this helped us compile our risk assessment.
Storyboard (published november 2010)
“Storyboards are graphic organizers such as a series of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion.”
Storyboard
Commentary: This is the only draft of storyboard we have. It is a somewhat accurate visual, because we are planning to have a lot of edits in the video. We do not have another draft to compare it too.There are many pages because we have a lot of edits
Rehearsals
On the first Saturday of November me and my group took out camera lights, three cameras, three tripods and two reflectors. We went out to practice camera positioning, where we should put the tripods, and learn how to use the reflectors. We were successful with the camera, we learnt how to work it really well, we also learnt how to change the lights from bright to dark, and how to make use of it really well to get the results we intended.
The point of this day was to gain off the college, hands on experience of the equipment so that we are well prepared when we do start shooting. We have learnt how to change the focus, lighting of camera. We have learnt how best to put the camera on the tripod. We have failed to see sense of the reflector. We have placed it in front of light, on the side, moved around with it but we didn’t see it to make any difference so we decided we wouldn’t need a reflector when it comes down to it.
The point of this day was to gain off the college, hands on experience of the equipment so that we are well prepared when we do start shooting. We have learnt how to change the focus, lighting of camera. We have learnt how best to put the camera on the tripod. We have failed to see sense of the reflector. We have placed it in front of light, on the side, moved around with it but we didn’t see it to make any difference so we decided we wouldn’t need a reflector when it comes down to it.
Location Scouting (published october 2001)
We have come up with many locations for these. We though about going Kilburn, somewhere we could find a lot of great graffiti and we were recommended Liverpool Street. We went out to Liverpool street a week before we wanted to shoot out there and found some good places we could get our artist to perform.
We also wanted to use an indoor studio like place for the camera on camera performance sequence of our video as shown in Devlin’s song “Brainwashed”. For that we decided to use the Beech Studio. But because it was rarely unavailable due to classes being taken in the room we went for the TV Studio. The TV Studio also had a projector with a white screen so we used that room to shoot the projection scenes. The TV Studio was also rarely unavailable because people took classes, we also were unsure when our artist would be free so it might take a long time for us to get it done. Below is one of the location we have decided on.
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