Research- New media being used

After researching institutional context, I have discovered that technology is constantly advancing to support new audiences. I have researched several new media technologies I will be using in my music video, using these new technologies is effective as we can ensure a professional final product and target our audience (aged 13- 21 most likely students who listen to indie/alternative music.)

iMovie:

"Maybe you want to throw together a few video clips. Maybe you have more time and want to fine-tune every edit. Or maybe you just want to flip through clips the way you flip through album covers in iTunes. iMovie lets you do it all — then share it all." This is an interesting quote which shows the process and engagement of audiences attraction to iMovie. I think iMovie will be effective for my music video because it allows users to create movies from a variety of file sources. The sources can include digital video cameras, DV-encoded movie files or a collection of pictures. The final result can be written to DVD, CD, DV camera or saved as a file.

iMovie will let me:

• Easily import footage from camcorders or digital cameras with video footage.
• Edit, share and organise my footage.
• Create files that include music, sound effects, themes, titles and transitions.
• Share my music video on the Internet form sources e.g YouTube or Mobile Me Gallery.

Overall I am really excited to use iMovie for it's high quality features especially editing which will help make my music video a success.


Sony A1E:

Another new media technology I will be using is the Sony A1E."Sony's smallest lightest yet professional HDV camera." "Boasting an incredibly small size, and providing HDV with the 1080i standard, the HVR-A1E offers a host of advanced features for professional use. Using technology such as CMOS means the HVR-A1E is an ultra-compact camcorder capable of providing HDV in full 1080 line resolution."

The Sony A1E will:

• Provide professional ability with the flexibility to choose any format that suits me and my group giving us a vast amount of effects.
• With it's wider Dynamic range and anti smear features I will achieve high quality shots.
• I will achieve high sensitivity and high speed.
• It also produces low noise making the actual production a lot more efficient.

I feel this new media technology will be very effective for my group particularly as it will heighten the quality of our music video making every shot accurate, it also has many effects including 'black and white' supporting our initial ideas and target audience tastes.

Photoshop:Me and my group are also using Photoshop an excellent new media technology which will enable us to achieve a professional Digipack and the magazine advert. As I am familiar with Photoshop from my AS coursework I can compare my AS magazine cover, understanding the success of the cover to it's target audience, this will enable me to improve and successfully target my magazine advert to out audience i.e indie/alternative genre of music aged between 13-21 most likely students. Posted below is my AS Magazine Cover made on the New Media technology Photoshop. Here is a screen shot of how I will use some of the tools in Photoshop: as you can see I am using the ‘lasso’ tool to change the colour of my background to orange.

Photoshop will allow me to:

• Explore the different ranges and effects available to support my music video style and target my audience.
• Achieve a professional effect.
• Create striking and eye catching results which will grab the target audience attention.

Below is a image of a tool bar for Photoshop, understanding all the tools for this software was important in producing an effective final advertisement.


Here is another screen shot using Photoshop reinforcing it's accessibility and popularity, this is important as we know we are using a professional new media technology.

Overall I think media technologies have developed at a fast pace. This benefites our music video as I feel it wouldn't be as effective if designed a couple of years ago as the target audience would have been completely different and my new media technologies wouldn't be available.