I have used a range of different technologies to help me during the construction and research, planning and evaluation stages of making my music video.
When making my digipack and advert I used a Nikon D60 DSLR camera to take pictures, which I then edited in Adobe Photoshop.I found the cameras very useful as they take very good quality photos and have a variety of settings. For example I used the shallow depth setting when taking some of the pictures, for example, the back cover, to achieve sharp images in the foreground and blurred ones in the background. I think this looks really effective and interesting and fits in well with the genre of music I chose.
I felt using Photoshop was very effective when it came to editing my advert and digipack, using the numerous different effects made my print work look much more effective and individual which is what I wanted as it fits with the genre. For example I used the smudge tool when editing the picture on the inside right of the digipack, this gives the effect of making my actor look bolder against the background, it also connotes and unusual, indie style. Another technique I used was making parts of the picture in black and white and parts in colour, for example on the back cover, this was very easily achieved and is very typical of the genre I was working in, I also think that it looks very effective and eye catching. I also used some of the effects available on Photoshop such as the distortion or the artistic brush filters, these create very visually interesting effects the images and are also quite typical of the genre. I found all of these technique and effects very useful when creating my digipack and very easy to use.
I used Facebook to get feedback on my digipack and advert, I created a group and added members of my target audience so I could get feedback from specific people. Then I uploaded my digipack and advert and people in the group commented on them. I found this very useful as it was an easy way to get feedback from my target audience, if I had not used Facebook then I would have had to go out and find members of my target audience and show them my print work, this would have been very time consuming and would have limited the amount of people who I could have got information from.I also used a website called Deviant Art, this is a site that is used to specifically show artwork, I uploaded my pictures to this site and people left comments in a very similar way to the Facebook group.
When it came to filming my video I used a Panasonic HD DV camera, I found this camera very useful as it was easy to use and manoeuvre and offered some features that where useful when filming, for example the zoom feature made it easier to get some of the shots I needed because it allowed me to place the camera in a more appropriate place then choose the correct angle I needed afterwards.
I edited my music video in Adobe Premiere Pro. I find using Premiere Pro very effect when editing videos as it is fairly easy to use and makes it much easier to manipulate the video. It also has lots of different effects that I think really helped me when making my music video. For example I used the ghosting effect to make my video more surreal and to give the audience a more clear idea that the main character is a ghost. I also made my video black and white in places to create a sad, indie feel to it, this was very easily achieved in Premiere Pro. I also changed the duration of the footage, speeding it up to create a time lapse effect and put some of my shots in reverse to create a backwards filming effect, this was very easily done in Premiere Pro and made my video look much more effective and fit in with the indie genre better.
When I had finished my video I uploaded it to YouTube, this was an easy process and was very useful, it made it possible for people to see my video and leave feedback on it, it also made it easier to embed the video into my blog and put a link to it in my Facebook group. This means I can get feedback from my target audience (the people I added to the group) and the general public (people leaving comments on YouTube.)I have used Blogger throughout the entire process of researching, making and evaluation my work. It was been an easy, effective and time saving way to document what I have done and to have all my work in one place that I can access easily and refer to at any time made it much easier to complete this project.
If I had been able to use different technologies I would have been able to make my filming and editing a bit smoother and more professional, for example I would have liked to have been able to use a camera dolly to get some shot where the camera was moving. I wouldn't change too much however because my video is indie music it works well that it looks slightly rough and quite low budget. The main thing that would have improved my film is if I had had more time filming and editing, then I would have been able to make it look slightly less rough.
One theory concerning technology is technological determinism. This is the theory that presumes that a society's technology drives the development of it's social structure and cultural values. I think to an extent this is true, modern technology plays a big part in determining the different genres of music through social networking sites and sites like YouTube. I feel that the technology that I had available was a major factor in determining what I could and couldn't do when filming my video, I feel that the choice I made for my music video where based on what I knew I could achieve from the technology that was available to me. However I am still happy with what I managed to create.
I think there is a strong relationship between creativity and new media technology. I think one of the most difficult things about being creative is that new media technology has made it very difficult to be original when being creative because nearly everything has been done before in some form. It also allows people to judge other people work easily and very critically over the internet. However it has been very help when creating an audience profile and getting feedback on my work. If I couldn't have used new technologies in my work I would not have been able to get as much feedback, I would have had to go out and ask people individually, which would have been very time consuming and I wouldn't have been able to get as much feedback as I did. Media 2.0 technologies have been very useful when it come to communicating with my target audience, using Facebook means that I can control who I speak to and get responses from to a specific audience. It also means that I can ask questions whenever I want and the people in the group can answer them whenever they want so I didn't need to arrange a time where we were both free so we could meet. Overall it has been very useful for conducting research and receiving feedback on my work. It also allowed me to respond to comments made and pushed me in new directions with my work. I also used technology to contact my artist to ask permission to use the song I chose, I sent them an email via their official website
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