Throughout the research and planning of our music video and its current processes, we have ensured that the theme has remained continuous throughout the all areas of the project, not only for our production itself, but the self designed promotional digi-pack which has been created of a high professional/institutional quality and equally mirrored our research that took place before production. We felt that the continuous standard was key to completing the project as a whole as well as reflecting the skills we have used throughout our production and promotional digi-pack through our overall research and planning.
Throughout the planning process and research statistics of our chosen song we came to the conclusion that our target audience should not only be suited to the genre of our music but also to the age of not just the genre of song, but also the content in which we would be putting into our works and who it would appeal to most, taking into account the influences we have made intertextual references to and the audience that the footage has appealed and been viewed by most. By doing this we have been given a clear idea of what we needed to include for our target audience, which in the end was decided upon the ages of 17-25 based purely on the genre and style of music we used for our production, taking into account the places it would most likely be played at/listened to.
Because we wanted to continue our occurring theme and mirror the majority of our research, we then wanted to ensure that our promotional digi-pack as well as our music video appealed to the correct target audience to ensure it was viewed upon as a successful well linked/recognised product.
To ensure that we did in fact create a consistent theme throughout our works, we forward planned prior to our production and ancillary tasks to make sure that whatever final outcome we produced, it would be a well-recognised production/product and would therefore maintain its professional well thought out theme and finish.
One of the simple links/ties we made between our promotional digi-pack and our music video was the use of characters. We ensured that the same main character was used throughout the production and our promotional digi-pack so that there was an instant iconic and recognizable feature to each areas of our work and was instantly viewed and recognised as a product of ‘I Need Air’.
When producing the ancillary task we wanted to make sure we reflected the techno genre that would not only be a benefit of our audience but also as a credit to our institutional record company. We found by doing this we have been able to give an instant insight as to what the institution is like and help it to become recognizable to those who are unfamiliar with the works of Magnetic Man.
Again even throughout our promotional digi-pack, we wanted to connote a consistent theme throughout, and really reflect the techno genre through our promotional products as we felt it was the appropriate way to project a professionally finished product throughout the various areas in our digi-pack.
The imagery used throughout our promotional digi-pack has been purposely chosen to become the image for our production and song of ‘I Need Air’. Unlike a lot of the imagery that has been used from the music video itself, these photos were taken throughout the process of filming and have purposely been modified/made to a high quality, not only for reasons for using the other imagery, but because as a promotional photo we felt that it needed to be of the highest quality and standard if it is going to become the image that will be most recognised from audiences worldwide.
The inspiration originally came from the worldwide phenomenon know as ‘Avatar’. We felt by making this as an intertextual reference and a clear iconic image for our promotional work, it would become something that audiences are instantly familiar with, and arguably viewed as an indexical representation, as it is something that is instantly recognised by those worldwide, now not only through the movie they know as ‘Avatar’ but for our promotional works/production.
Overall, we came to find that the combination of our production and promotional products were very successful. We feel that the ties between the two works have been very clear and we have maintained a consistent theme as well as mirror our planning and research prior to the tasks at hand. However, despite our achievements, we found that trying to find the clear definitions between characters and their importance to the narrative, very challenging in the processes of editing.
In spite of our difficulties we were still able to use this problem to our advantage when coming to the end of our production, as conveniently we were able to create the iconic and desired surreal effect towards the end of our video.
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