TASK 4:OUR DIRECTORS COMMENTARY

Rough Script
Open with an iconic wipe, fitting to the time period.
The dresses you can see where sourced were ordered of the internet from a small shop in Camden called Vivienne of Holloway, as you can see this costumes also represent the old-fashioned style and were essential for believability.
We used green screen screen for the police line ups as it would have been difficult to create are own believable background, creating authenticy.
In pre production we looked at other media such as footage from the film Chicago and other music videos by female stars such as- Christina Aguilera’s Candy man, and Lady GaGa’s Bad romance.
We cross uot three different several different setting in the video, giving a story line.
In the editing process we sorted our footage into the different locations e.g, club, prison and dance break. This allowed us to easily pick the best footage and made the process of editing a lot quicker and easier.
We used shots from the day in the digi pack and poster bring a sense of consistency between all three products. We also kept the same colour themes in all products, red and black.
We shot the video on a Sony HD camera which organised each take into its own file, making the editing process a lot easier especially when sorting the footage in to the separate bins. We shot a large amount of footage which gave us a lot of choice and room to be picky on the selected clips in the final video.
Throughout the editing of the dance sequence and other aspects of the video we used feet markers, allowing us to have snappier cuts on the beat as well as syncing the footage to the song.
After the couples dance section we wanted to end on footage of the band showing their unity as well as reinforcing their identity.
We brought Sabrina back from the front to show that they are all equal, to make up for Sabrina being at the end of the thrust we placed her further back when the girls are behind the prison bars, reinforcing their equal parts and USP’s as cheeky dangerous and flirtatious girls, appealing to both men and women.

TASK 3: what have you learned from your audience feedback

Class discussion on audience:
“Audience Engagement” describes how an audience interacts with a media text. Different people react in a different way to the same text. “Audience expectations” are the advance ideas an audience may have about a text. This particularly applies to genre pieces. Don’t forget that producers often play with or deliberately shatter audience expectations. “Audience knowledge/foreknowledge” refers to the definite information (rather than the vague expectations)which an audience brings to a media product. “Audience identification” is the way in which audiences feel themselves connected to a particular media text, in that they feel it directly expresses their attitude or lifestyle (diversion, personal relationships, personal identity). “Audience placement” refers to the range of strategies media producers use to directly target a particular audience and make them fell that the media text is specially “for them”. “Audience research” says measuring an audience is very important to all media institutions.

Theory Bank

Roland Barthes:
Meeting and breaking audience expectation
Audience foreknowledge
Audiences expectations

Katz and Blumler:
Uses and gratifications
What viewing use are our marketing products to our target audience
Diversion- entertainment
Surveillance
Personal Relationships
Personal Identity

Stuart Hall:
Assessing the success of our product
Preferred reading
Negotional reading
Abherant reading to access how well the constructed elements of our products have communicated the star image of our band

What have you learned from your audience feedback????
Our Target audience
The Hunky Dories appeal to a wide demographic who are all probably upper middle class. They appeal to both men and women as they are sexually arousing, appealing to the men and women want to be like them. They can also appeal to an elderly audience, who recognise the familiar era and enjoy feeling contemporary again. The typical fan , young and old may art galleries, vintage boutiques and stores, possibly be a fan of Portobello market. They would be interested in British culture, as well as musicals and enjoy visiting the theatre. The Hunky Dories fans would listen to music in the same genre and close genres such as swing, jazz, classical and pop. They would listen to music from the same era that inspired the music of The Hunky Dories. Again a typical fan might watch media product from the World War II era, as well as current day media product that replicates this same era.

The JICNARS scale

 A - higher management/ administration/ professional

 B - middle management/ administration/ professional

 C1 - supervisory/ clerical/ junior management

 C2 - skilled manual

 D - semi and unskilled manual

 E - subsistence income/ pensioners/ widows/ casual labour/ unemployed


What have you learned from your?

We sourced feedback from social networking sites such as facebook as well as from youtube on the hurtwoodhousemedia channel - http://www.youtube.com/user/hurtwoodhousemedia#p/c/A803B90DD113DD0D/9/PAbFPiQefcc





In order to discover some specific feedback we created a questionnaire on www.surveymonkey.com which we distributed virally, to fine-tune our results.
We then constructed a focus group of our target audience.

Click on this link to see the survey- http://www.surveymonkey.com/s/P6KWMGM

This allowed us to analyse how effective our construction was at activating audiences expectations or exploring their foreknowledge. On a more academic and intellectual level we wanted to identify what our target audience used our promo, digi pack and poster for. What made it essential to the individual? Asking questions on various points in video- star image, if they are organic and authentic, does it match the genre? Would it convince them to buy or download an albums worth of songs? Do they read a serious message? Do they look genuine to you?
This questionnaire allowed us to be critical of our own work and think about areas that we could have improved on or developed.

From the questionaire feeback one thing that came back that we found interesting was that a number of people when looking at the digi pack thought that the genre was country and western and that the dresses confirmed this. This may be due to the manner in which Sabrina is holding her dress. What was clear was that all the surveyed people agreed that the girls were attractive either wanting to be them or be with them due to there sexy rebellious natures seen in the video.

TASK 2: How effective is the combination oy your main product and ancillary texts

According to Richard Dyers theory, star image it is constructed from a range of materials. In order to construct The Hunky Dories ‘star image’ I used a range of mediums including a Pop promo, digi pack and poster.

* See blog post on Richar Dyer's theory for more information

They are young and attractive- Appealing to both men and women. Women want to be them men want to be with them. The girls performance in the video is entertaining- They have Good rhythm and look like they are having fun- shows they have talent and are enjoyable to watch.

They are original and unique through their old-fashioned style/genre, inspired by the likes of The Andrews Sisters, the burlesque circuit, Bob Fosseand musicals such as Chicago. The Hunky Dories style has always remained the same and they have struggled to get noticed in the past few year, as they are appealing to a niche market.. However Their style is slowly working its way to the modern day through many areas in the entertainment industry and the media- for example the recent film release of Burlesque starring, two singer superstars, cher and Christina Aguilera. Their jazz/showgirl style is evident in both the music video and Digi Pack and poster.

A Paradox has been created between the band and the audience. The Hunky dories do this through direct address in the video, digi pack and poster. This is when a band member makes direct eye contact with the camera. There is then an incoherent relationship created between the artist and the fan. We used this to tease are audience in the video, having close ups with eye contact makes the audience feel wanted by the stars, when the camera pulls back to wide the audience are pulled away making them want more intimacy with the girls.

· The Hunky Dories take songs and make them their own. Cover songs are extremely popular today and often can be more successful than original versions. The Hunky Dories take the 2003 released song, crazy in love by Beyonce and makes it into both a classic and modern interpretation. The original genre for this song is r&b featuring rap star Jay-z. The video is all about stardom and Beyonce’s attractiveness, sex appeal but lacks narrative. The Hunky Dories take the contemporary sound, which is fast, has a heavy beat, has artificial computerised backing, which is suited for dance and clubs, and turns it into a completely different product. Using instruments such as the violinS, varying the pace and making the lyrics sound elegant and sophisticated.

· They have an appeal to the elder generation, who recognise there jazz style- makes elder audience feel contemporary and excited about today’s music. The poster would definitely catch the attention of an elder audience member through its recognisable images such as the red glossy curtain and silver microphones, it would bring back fond memories, ultimately bringing interest to the stars and their other products.

I dressed them in 50’s style dresses- This is always there alto ego bought from shops such as Vivien of Holloway- http://www.vivienofholloway.com/ this makes them look classy and sophisticated and fits with the era they specialise in. Even though they are dressed in a modest fashion they still come across as sexy through there characters, body language and facial expression. The dresses feature on all three products, the digi pack, video and poster bring coherency.

KARIS BEFORE AND AFTER

SABRINA BEFORE AND AFTER

NICO BEFORE AND AFTER

We featured a large amount of feminine touch in the video-Slender fingers and nicely painted nails are often used in advertisements, making objects desirable whilst at he same time being nurturing- the use of this in our video adds sexual pleasure and makes the stars seductive in a subtle way. This can be seen even in the way they hold their microphones on the poster and in the video.

· The girls are involved in rebellious actions in the video- killing 3 men and being sent to prison. This is somewhat like a sexual fantasy and female viewers admire their courageous behavior. Men also find this arousing as they are badly behaved women. They are made interesting and people will be keen to keep an eye out on there up and coming work. This dangerous side seen in their video is also presented on their digi pack, I was inspired by the opening titles of Casino Royal and created abstract red and black images such as guns, roses and hearts.

TASK 1: In what ways do your media products use, develp or challenge forms and conventions of real media products?

1. RHYTHMIC MONTAGE- FRAGMENTED STYLE

2. REPRESENTATION OF STARS USP- SEXUAL MAGNETISM

3. VISUALLY STYLISH- ARTISTIC- MISE EN SCENE

4. CONSPICUOUS LIGHTING AND CINEMATOGRAPHY

5. INNTER-CUTTING

6. DIRECT ADDRESS

THE DIGI PACK AND POSTER

THIS IS THE FRONT COVER OF THE DIGI PACK. WE USE A PHOTO TAKEN ON THE DAY OF THE SHOOT FROM A SECTION TOWARD THE END OF THE VIDEO. THE POSITIONING OF THE GIRLS AND THEIR RELATIVE SIZE (GOFFMAN) SHOWS THAT SABRINA (CENTER) IS THE LEAD SINGER. WE EDITED THE BRIGHTNESS OF THE IMAGE, FOR EXAMPLE LIFTING THE SHADOWS FROM SABRINA'S FACE AND ADDING SHADOW ONTO THE CURTAIN GIVING IT DEPTH TO GIVE HER A SENCE OF EXTRA BRIGHTNESS WE ADDED THE CIRCLE WIPE EFFECT QUITE LATE ON IN THE PROCESS AS WE FELT THE FRONT COVER WAS LACKING SOMETHING AND NO LONGER FITTED WITH THE INLAYS AND BACK COVER. WE CREATED THE BRAND LOGO FOR THE "HUNKY DORIES" AND IT HAS BEEN USED THROUGHOUT OUR TEXTS, ON THE POSTER AND ON INLAYS OF THE DIGI PACK. WE ADDED A SHADOW BEHIND IT TO GIVE IT A THEATRICAL EFFECT- A FURTHER SPOT LIGHT EFFECT.

THE NEXT IMAGE IS AN INLAY THAT IS PLACED UNDER THE CD HOLDER. WE USED DIFFERENT SHOTS FROM THE DAY, SOME OF PERFORMANCE, SOME INFORMAL, GIVING THE AUDIENCE AN IDEA OF WHAT WENT ON BEHIND THE SENCES. TO MAKE THIS I TOOK A PICTURE OF A ROW OF FOUR PINK HEARTS FROM THE INTERNET THAT WERE SURROUNDED BY A BLACK BACKGROUND AND REMOVED THERE CENTER I THEN MADE DUPLICATES AND MADE SEVERAL LINES ALTERNATING THE LINES BY ROTATING THEM 180 DEGREES. I THEN USED THE LASSO TOOL TO INSERT SOME IMAGES AND PLACED THEM UNDERNEATH THE TEMPLATE. AFTER THIS I ADJUSTED THE BRIGHTNESS AND CONTRAST LEVEL AND THIS IS WHAT I TURNED OUT WITH! I AM EXTREMELY HAPPY WITH THE RESULT. AS YOU CAN PROBABLY SEE, THERE IS STARTING TO BE A RECURRING THEME IN OUR PRODUCTS... BLACK AND RED! WE FELT THESE COLOURS REPRESENTED THE THEME WELL, BEING DANGEROUS, DEADLY, SEXY AS WELL AS REPRESENTING THE WORLD OF PERFORMANCE AND THEATRE. WHILST MAKING THE DIGI-PACK I WAS INSPIRED BY THE OPENING TITLE OF THE JAMES BOND FILM, CASINO ROYAL. IN THIS FOOTAGE THEY USED THE IMAGES ON CARDS (SPADES, HEARTS DIAMONDS AND CLUBS) AND MIXED IT WITH GUNS AND VIOLENCE. THEY CREATED VISUAL PATTERNS TO A GREAT EFFECT. I AGAIN USED THE STENCIL OF A HEART FOR THE SECOND INLAY AND CREATED AN ABSTRACT PATTERN BY LAYERING AND ROTATING THEM. I ALSO ADJUSTED THE TRANSPARENCY TO GIVE IT AN EXTRA LEVEL. TO THE RIGHT OF THE INLAY YOU CAN SEE A TARGET THIS LINKS WITH THE NARRATIVE OF THE VIDEO OF MURDER AND THE ROSE REPRESENTS THE LUST AND LOVE THAT MAKES THESE GIRLS SO "CRAZY IN LOVE". AT THE BOTTOM OF THE INLAY I ADDED SOME OFFICIAL INFORMATION ABOUT THE SONGWRITERS AND PRODUCER. I DID THIS IN A SMALL WHITE FONT SO THAT IT COULD BE READ UP AGAINST THE BLACK BACKGROUND BUT DID NOT DISTRACT FROM THE IMAGE. THIS IS A CLIP FROM THE OPENING OF CASINO ROYAL THAT I USED AS MY INSPIRATION. FOR OUR THIRD INLAY I TOOK A PHOTOGRAPH OF A ROSE- LINKING TO THE LAST INLAY- I ADJUSTED THE COLOUR BALANCE AND BRIGHTNESS, GIVING IT DEPTH AND BEAUTY. I THEN COPIED THE SHAPE AND DUPLICATED BUT INSTEAD OF KEEPING IT THE SAME IMAGE I GAVE EACH ONE A BLOCK COLOUR GETTING DARKER, AND DARKER THE FURTHER BACK IT WAS. I ALSO ROTATED EACH ONE - A FURTHER DISTANCE EACH TIME- MAKING A VISUALLY PLEASING ABSTRACT IMAGE, WHICH FEELS SOMEWHAT 3-DIMENSIONAL. I MADE THIS INLAY INTO PERSONAL THANK-YOU PAGE FROM THE HUNKY DORIES. AS AN AUDIENCE WE LIKE TO DISCOVER RELATIONSHIPS AND STORIES ABOUT OUR IDOLS, SO THIS WOULD BE A NICE TUCH FOR A FAN. THIS IS MY FINAL INLAY. FIRSTLY I SPLIT THE PAGE INTO TWO COLOURED SECTIONS, BLACK AND RED- SOMEWHAT LIKE MY SECOND INLAY. I THEN TOOK AN IMAGE OF A MAN SHAPED TARGET AND PLACED IT ONTOP OF THE BACKGROUND. TO CARRY ON THE STYLE OF THE ALBUM I GAVE IT AN UPSIDE DOWN OPPOSITE FEEL AND SPLIT THE FIGURE, HAVING THE TOP PART OF THE TARGET BLACK ON THE RED BACKGROUND AND THE BOTTOM PART RED ON THE BALCK BACKGROUND. I CHOOSE THIS IMAGE AS IT LINKED TO THE STAR IMAGE OF THE HUNKY DORIES BEING REBELLIOUS MURDERERS WHO HAVE CONTROL OVER MEN AND WHOULD NOT BE UNDERESTIMATED. THIS ILAYS SOLE PURPOSE IS TO PROMOTE THE HUNKY DORIES WEBSITE TO CONTINUE WITH THE CONFUSING BACKWARDS STYLE I PLACED THE WEBSITE UPSIDE DOWN. THIS MAY AMUSE THE CONSUMER AND MAKE THEM WANT TO SE WHAT THE WEBSITE HAS TO OFFER. THIS IS THE BACK COVER TO THE DIGI PACK. I FOLLOWED ON WITH THE ORIGINAL METHODS I HAVE USED THROUGHOUT. CONTINUING THE BALCK AND RED THEME ALONG WITH THE USE OF ROTATION AND TRANSPARENCY. I ALSO USED MORE IMAGES OF HEARTS, HOWEVER I ADDED SOME NEW IMAGES TO THE BACK COVER SUCH AS A REVOLVER, REPRESENTING THE SEDUCTIVE MURDERERS. I WAS INSPIRED BY IMAGE OF ANDY WARHOL, WHICH DEPICTED WHAT IS CONSIDER A MASCULINE OBJECT OF A GUN BUT EXPLORED WITH A FEMININE TOUCH THROUGH COLOURS. HE ALSO USED ANGLES TO MAKE HIS WORK LOOK ABSTRACT. PERHAPS WORK LIKE THIS ALSO INSPIRED THE OPENING SEQUENCE OF CASINO ROYAL. I ALSO USED A SIMILAR STENCIL TO THAT OF MY FIRST INLAY BUT USED ANOTHER FEMININE IMAGE, A BUTTERFLY I BLENDED THE TONES ON THE STENCIL MAKING IT ALMOST IMMPOSSIBLE TO DEPICT THE BUTTERFLIES. NEXT I ADDED THE SONG TITLES ON THE ALBUM, I USED WHITE FONT THAT HAS BEEN USED THROUGHOUT AS WELL AS THE HUNKY DORES OWN PERSONAL LOGO'S FONT. I ROTATED TRACKS 6-10 LINKING IT TO THE UPSIDE DOWN BACK TO FRONT METHOD FOUND THROUGHOUT THE DIGI PACKI. FINALLY I MOVED ON TO THE LAST FINISHING TOUCHES, ADDING A BAR CODE, THIR RECORD LABEL AND THE INSTITUTIONAL INFORMATION. THIS FORMS A STRONG CONTRACT WITH THE AUDIENCE ( DUDLEY ANDREW). THE UNIVERSAL LABEL IS A PROMISE OF QUALITY, IT DOES LOTS FOR THE AUDIENCE'S EXPECTATIONSAND NARROWS DOWN THE GENRE FOR THE BUYING PUBLIC. tHUS ARTWORK HAS BEEN DESIGNED TO BE PUT ON ITUNES AS WELL AS OTHER ONLINE DIGITAL DOWNLOAD SITES.

ANDY WARHOL- GUN- 1981

a POSTER IS A VERY IMPORTANT MARKETING TOOL, IT IS AN ADVERT THAT WILL GO IN LOTS OF DIFFERENT MAGAZINES AND IDENTIFY THE BAND WITH A LIVE EXPERIENCE. tHE ABILITY TO PLAY LIVE IS WHAT SELLS SINGLES AND ALBUMS IN THE CURRENT MARKET. AS THE RECOR LABEL WE HOPE TO MAKE MORE MONEY OUT OF LIVE PERFORMANCES THAN WE WOULD OUT OF DOWNLOAD SALES. IT INFORMS THE AUDIENCE OF WHERE AND WHEN THEY CAN SEE LIVE PERFOMANCES. BELOW IS THE HUNKY DORIES POSTER AS YOU CAN SEE IT IS THE SAME IMAGE THAT IS SEEN ON THE FRONT COVER, WHICH WILL MAKE A CONNECTION FOR OUR AUDIENCE.ON THE POSTER WE HAVE ADVERTISED THAT THE ALBUM IS "OUT NOW" HOWEVER THE FINISHING TOUCH OF THE CIRCLE SWIPE ON THE ALBUM HAD NOT BEEN ADDED WHILST MAKING THE POSTER SO IT IS MISSING. THE ALBUM WAS PLACED AT A DAINTY ANGLE MAKING IT STAND OUT. UNLIKE THE FRONT COVER WE CHANGED THE LEVELS AND PLACE "THE HUNKY DORIES" LOGO BEHIND SABRINA'S HEAD, THIS BRINGS VISUAL PLEASURE AND MAKES SABRINA LOOK LIKE SHE IS POPPING OUT OF THE POSTER. WE LOWERED THE LIGHTING IN THE BACKGROUND MAKING SABRINA AND THE ALBUM STAND OUT. AT THE TOP OF THE POSTER IT SAYS "UNIVERSAL PRESENTS" SHOWING THEY ARE ON A BUG LABEL, WHICH ATTRACTS PEOPLE AS IT MAKES THEM THINK THAT THEY MUST HAVE TALENT AND BE SUCCESSFUL TO BE PART OF SUCH A BIG LABEL. LAST BUT NO MEANS LEAST, THE MOST IMPORTANT ELEMENT OF THE POSTER WAS ADDED, THE TOUR DATES, THE POSTER WORKS AS AN ADVERTISEMENT. EVEN THOUGH THE DATES ARE IN A SMALL- TO MEDIUM SIZE FONT IT DOES NOT MATTER AS IT IS THE IMAGE AND THE BOLD WRITING THAT DRAWS PEOPLE IN. TO MUCH VISIBLE INFORMATION SCARES PEOPLE AWAY AS THEY DO NOT WANT TO SPEND TIME READING POINTS THAT ARE NOT NECESSARY.

THE FINAL POP PROMO PRODUCT