Pre Production
For the pre-production process I used various media technologies to not only prepare myself for filming the music video and the editing after but to research our artist.
We first used the internet. This allowed us to research into our artist more and understand what he is about, it also allowed us to research artists which we felt related to him in terms of music genre and brand image. To do this we used Google, allowing us to get to know him more, we used YouTube to watch any videos he has created in the past.
We also used various social networking sites, Like Facebook and Twitter. to understand our artist more. We were able to see how his fans keep involved with him and look at the various things he talks about to get to know his brand image and what direction we should go with in terms of the website and CD digipak.
To make sure we knew everything about our artist, we explored a relatively up and coming social site called Instagram. This is where people post a variety of images they have taken themselves. Here, we found Luke Higgins account and got an even clearer idea of what sort of character he is and what would be the best way to promote him in the campaign.
There were many images on his page which allowed us to get an idea of his character. From this, it was difficult to judge exactly what direction we should take with Luke but it supports all the information we found when researching him on the Internet and from the use of various other social networking sites. I decided to 'Follow' Luke because it allowed me to keep updated an involved with him, giving me a clearer idea of his persona and what sort of direction I could go with when creating the entire campaign.
Above is an image I found on his page recently, I chose to display this because it links in to our music video where we use a giant bear. This supports the fun and carefree character luke has in the video, proving and showing his fans that it all relates and links to each other.
We used a steadicam so that we could record our video in one shot, to make our video look professional and aesthetically pleasing would be by using this piece of technology. Due to this not being used in many music videos, it not only made ours unique but also very creative. The whole video looked excellent and smooth, not bumpy.
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We also used mobile phone technology and cameras. We an iPhone or a blackberry, this was so we were able to take images of any ideas we thought could contribute to our music video to emphasise the glamorous and classy feel to the video. We also used Final Cut Pro, this was when we filmed our storyboard animatic we were able to edit it together to replicate what the music video would look like as a finalised product. We overlaid a WAV audio piece of the song. This allowed us to edit in all the different shots, not only giving us an even clearer idea of the different scenes we wanted followed by each other and different shot types, but it also represents our progress from creating it to finishing it to the actual shoot day.
The camera allowed us to record the shoot day events. Recording and tracking out progress through out the day, and also trying to capture images that we may be able to use for the campaign.
Post Production
To make the campaign for our artist we created a CD digipak and website to go along with the music video.
To create the CD digipak I used the photo editing soft wares; Photoshop and Lightroom. I first edited the images that we were going to use on Lightroom, the reason for this was because I found it is a more developed and experience program for this use and I wanted to make sure that our images would look perfect and professional. We then created the digipak on photoshop, creating all the right dimensions and adding in any additional features like the bar code, writing about the copyright conditions or the artists label. These programmes allowed us to make sure that our product looked professional and aesthetically pleasing for the audience.
Below are a few screen grabs taken to display some of the steps taken in Photoshop to create the final digipak. We used the Rule of Thirds to make sure that one of the middle panels looked right and attractive. So I added rulers in photoshop, measuring how much one square needed to be and started to insert the right images to the right position. Photoshop is a digital tool where we can layer, add effects and manipulate an image.
We also used after affects to add in the use of fireworks and to light up Lukes face in some areas of the video due to poor lighting. This allows the audience to see Luke a bit clearer, we had to do this as the lighting was different in every room we shot in.
Below shows an image from this program, and a particular scene from the music video which seems to be quite dark. The programme was great to use and also allowed us to add in the use of fireworks at the end.
We also created a website using WIX, this allowed us to be creative and inventive with what direction we would take for Lukes Campaign.
Below are some screen grabs taken from our website, it displays our creative process in adding in different essentials to the website to make it more attractive to his audience.
We added in the use of music, allowing the audience to listen to some of his music. We also decided to inform his audience of the different tour dates he has, this way they are able to continue to engage with him and keep interested and involved.
We added in Luke's twitter feed, where himself and his fans talk about him. We also decided to put in the 'join in the conversation' so that when his fans go onto his website they are able to get involved and start an online community based around Luke. Making this a convergence.
Excellent I would screen grab some of th eprocess of constructing the CD digipak and the use of photoshop. This would complete the blogging o fthis post.
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