Evaluation Question 4 - How did you use new media technologies in the construction, research and planning and evaluation stages?

Our main new media hardware were cameras, both for video and photo shoots, and lighting equipment (including studio lights and portable lights). The software used in post production were mostly Adobe products (outlined in the Prezi), and Web 2.0 was crucial in our marketing campaigns; especially as we needed a fully integrated multi-platform marketing campaign; and evaluation stages.

The following summarises how each stage of this project made use of new media technologies.






The studio

We were lucky enough to have access to a fully equipped studio and received training on the lighting deck. All the performance shots are lit with studio lights that we decided on and set up ourselves.

Here, I am setting up the lighting for my solo shots

Here we could choose which lights we wanted to use, the intensity and also the colour. The lights could only be moved manually however, so it required at least 2 people collaborating at the same time to set up quickly and efficiently. The most effective preparation for shoots were when one of us controlled the lighting deck, and the other 3 Group 5 members moved the lights manually. It was also useful to actually use the camera to check if lighting looked good.

Without opportunities to use new media technologies or the relevant skills to use the equipment, the actual footage may not have been as we wanted it e.g. we may not have been able to get performance shots if we couldn't use the studio lighting. A fully narrative rock music video would not only be boring, but would also not fit the rock genre. Hence audience appeal would be reduced. In addition, if we did not use Web 2.0 for a fully integrated marketing campaign, such as the Facebook and Twitter pages, we would not have been able to raise awareness of our brand and artist prior to the music video release. New media technologies also enabled us to share the video and collect online audience feedback. Therefore it is crucial in every stage of our project.