Over the last decade or so, the introduction of the term 'cloud computing' (see link for explanation) has had a great impact on media, meaning that computers and the internet are replacing the old style of book format.
Research
The internet is an endless source of information and considering the brief for the A2 part of the course is to successfully produce a music video of an unsigned band, and create a digipack and advertisement to match. The internet was invaluable in researching similar bands, aspects of black music history and its impact upon the music industry.
My media blog was an enormous aid in creating a 'live' effective portfolio into the A2 part of the media studies course. it enabled me to create a visualisation of my ideas and get prompt feedback, advising me on other research areas to look at.
Research is so important for the second year as you have to be able to actively identify the 'generic rules' for each genre. So research was vital in creating a successful music video, with an effective Digipack and Advertisement. Luckily for me I have been in contact with an artist called Kaneo Rees for a number of years through, at first Bebo and then more recently Facebook, he is an independent artist; and is affiliated with 'Taylor Gang' this is Wiz Khalifa's musical clique and I had already heard their music and was enthusiastic about it . I used sites such as YouTube, and google to listen to my artists music for free. I also used a program called Spotify; which is similar to iTunes but it streams music instead of downloading it.
By using google I was able to expand my research, whether it was magazine related, video related etc. Just at the click of a finger I was able to get hundreds of pages of information on the artist, and learn more about Kaneo's influence. When I had chosen the track 'I Can't Do This Anymore', I then started to research similar artists and because the artist can experiment with a mix of genre's I had to be disciplined. Collating this information would have been harder without the use of Blogger, it is a an example of cloud computing and means that its
Post production, I wanted to see if my music video had audience appeal. I used websites such as Facebook to collect information and share it with over 500 people instantly. Something which prior to the age of the internet could not have been achieved. I got fantastic feedback when I shared it over Facebook, with the target audience's liking it; because the majority of my friend group was the 16-25 demographic. I also got my mum, dad and younger sister to share it, to see how their generation responded.
The feedback again was good with one person commenting on it saying 'wow'; this surprised me as i had not targeted this demographic in my research. However what really astounded me was that after two weeks of it being on youtube, I learned that eight random people had shared it, commenting on how fantastic it was.
Planning
Planning is another factor in the success of a good production; in terms of both digipack and advert and the music video. Fortunately now in the age of technology we have the ability to capture ideas immediately and review them instantly. This benefit meant that I knew whether I needed to reshoot; to achieve the result I wanted. Also as it was on a mobile, I was able to instantly upload it to my blog via the 3G internet service now available.
Television and video technology is now such a big part of the internet, people from anywhere are able to access the materials they need for free most of the time.
As I was studying R&B, a genre that has recently been gaining more and more exposure; so the mainstreams pay much attention to it, via radio e.g Radio 1xtra. Channel AKA and Flava on Sky was a vital resource for identifying generic rules and concepts within the urban genres. As channel that plays UK Hip Hop and Grime music back to back all day; in one sitting, I was able to pick up concepts straight away. From this I was able to craft an idea on how to challenge and develop the genre by focusing on the lyrics. The music channel did it a large part of the work for me.
Construction
You have to complete a music video and create an advert and digipack from scratch; this means using loads of media technologies. Software was was never a big barrier for me as my music video wasn't shot in the highest High Definition (1080i), meaning the school computers were sufficient enough to support the format in which I had shot my footage in. I choose to use Final Cut Pro an editing program designed by Apple to edit my video. Final Cut Pro is a fantastic program and helped me scroll through hours of footage through the features it posses. The browser is a fantastic feature because it allows you to scroll through your video files in minutes, this was an essential for me because I had an extremely large of data to catalogue and edit. It also poses two screen's which allow you to see the video in 'raw' and then in finished; and allows multiple functions in order to crop and edit between screens. This feature would have been so important if my video was continuously full of lip syncing.
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