ANCILLARY TASK - Digipak (Front Cover Selection)

Storyboard

I hand drew this storyboard and then filmed each 'shot'. I then compiled it together, added the names of the shots and added voice-over when necessary to describe how a scene will play out.


Storyboard from Holly Jones on Vimeo.

What have I learnt?

• I now have a clear plan of how the music video will play out.
• With this plan I can sort out which scenes to film first.
• Now that my idea has been formally recorded on paper I can see that I may need more shots to fill the length of the song. I could add more artist shots or shots of the characters building the rocket.

Music and Filming Permissions

It is very important to ask for permission to use an existing media text due to laws of copyrighting. This is to avoid being found guilty of copyright infringement. In this context, the record label of a particular artist need to be contacted if someone were to use the artist's song in such things as fan-made videos.

I accessed Owl City's official website for contact details. The website gave two email addresses to refer to. One was for fans and the other for business. As Owl City and Universal Republic Records are very big names, I knew it'd be very difficult to get in contact with them. I sent emails to both addresses twice to ensure my emails weren't over-looked. I changed the formality of my email depending on where I was sending it. For the business address I used a very formal tone (see above) whereas for the fan address I slipped in phrases such as 'one of your biggest fans' and 'I love all of Adam Young's side projects' to express my passion for the artist's music. Unfortunately, I recieved no emails back. I also sent a message via Facebook to Adam Young's official Facebook page. Once again, I did not recieve a reply.

In terms of filming I needed to use a field on top of the hill near my house. This land is owned by a farmer. I visited his farm and asked if I could build a cardboard rocket and film on his field. I told him I would clean up everything once I had finished. He said I could use it as long as his cows were not occupying it.

Stuart Hall

Stuart Hall is a cultural theorist who was born in Jamaica but has lived and worked in Britain since 1951. Stuart Hall is one of the main supporters of the reception theory. The reception theory takes into account reader's responses to literature and emphasises on how readers interpret the messages within.

Audience Readings - Examples from Supersize Me Documentary

Preferred reading - Audience accept and agree with the media producer's ideas and messages.

"I dislike fast food companies for their influence over obesity in America. The text shows horrific images of the public and these stats and figures have made the issue seem more threatening."

Negotiated reading - Agreeing partially with the message of the text but other aspects can be debated.

"I want something to be done over obesity in American but I am not ready to give up fast food. This media text makes me feel guilty about what I eat by showing me these statistics and figures, however I wont be swayed until it becomes real for me."

Oppositional reading - Disagreeing with the ideas and message of a text.

"I disagree that fast food companies such as McDonald's are the main influence on obesity in America and I will continue eating at fast food restaurants. The documentary has taken a very biased view and omitted the positive sides to fast food companies."

Audience Readings - My music video

Preferred reading

"Due to the optimistic atmosphere surrounding this music video, it gives the impression that kids should be taught to embrace exploration and imagination if they are to successfully inherit this expanding world and the surrounding Universe."

Negotiated reading

"The characters within the music video seem very care-free and happy. This is a good view on childhood, however I would question how long this peace would last when today's children learn about the issues and restraints within our world."

Oppositional reading

"The characters within this music video seem to spend a lot of their time constructing useless ideas and inventions that would no doubt be shot down within the real world of today. It seems highly far-fetched and wishful."

What I have learnt?

• As with the majority of people who create media texts, I would like for my audience to accept the preferred reading. This way, Owl City's music would be more understood and thus boosting the popularity. This is the aim of the promotional music video after all.
• I should accept that some audience's may have different readings from the preferred one. If they do not find positivity within the promotional video then they will not be the suitable audience for Owl City's music.