Analogue refers to devices which utilise analogue signal to transmit and process information electronically, which is a continuous signal of information such as how AM and FM radio is transmitted. Digital refers to the utilisation of digital signals, which uses a series of wave pulses of signal or varying voltage electrical pulses, to create a sequence of 0s and 1s (‘offs’ and ‘ons’). Digital technology is the basis for; computers, mobile phones, modern video and still cameras, editing, Internet and email, MP3 and Ipod, modern radios, modern movie projectors (no longer film based) and most technological equipment ranging from hospitals to schools and transport.
The advantages of Digital over Analogue are; it is quicker, of higher quality, its cheaper, allows far more space for storage, allows for Proliferation (Sky TV’s 800+ channels over analogue TVs 5), it provides the opportunity for interactivity (two way signals using same medium), it makes convergence more widely available (combining different technologies such as TV and Internet). I used new media technologies extensively throughout the different stages of the music video, benefiting from a wide range of different technologies available which made my tasks easier (or in some cases, possible) than if I had tried to complete the tasks without the digital technology.
During the research and development stage, we used the Internet, which is an example of new media technology, copiously. We used the internet primarily for research purposes, to search for other existing songs that were in direct competition to our song and also pop videos for these songs and similar genre songs, the ability to stream media from the internet (using websites such as Youtube – which would not be possible with out digital technology) was very useful, as it meant we could watch videos for hundreds of videos without having to pay or even see the band directly. Whilst searching for locations for the shoot we used the internet to filter between potential choices with ease, and the access to a wide selection of high quality photographs allowed us to pick ones suitable for how we wanted to portray the band and video. The Internet also allowed for email, which allowed us to efficiently send ideas and images to other members of the group as well as liaise with the band. Digital technology, underpins the internet, which made our research quicker, easier and more thorough.
In the planning stage we performed a camera test, took pictures of a potential location, and then used some of these photos to design a story board. For all these tasks digital cameras were used, a Sony Z1 HD digital video camera mounted on a tripod for the camera test and a Nikon still camera to take photos of the location for planning purposes such as the storyboard. The compactness and high storage capacity of the Nikon still camera allowed many photos to be taken imitating the size and angles of several potential shots. Of much benefit was the ease and speed which the footage and videos could be transferred from device to computer, and subsequently into necessary software such as ‘Preview’ and ‘Final Cut Pro’, in history this would have been a very long tedious process. Another important part of the planning process is the creation of a call sheet, which needs to be sent to all involved on the shoot day prior to the shoot. This was constructed using Microsoft word, which in it’s self is digital technology along with the Mac Book on which it was designed. If desired ‘hyperlinks’ could be sent within the virtual document with direct links to web pages which may offer further necessary information, such as a link to ‘Google Maps’ with the directions of the location. The call sheet was then sent on mass to those who required it using email, with ease.
Construction – Shoot. For the shoot we used a Sony Z1 HD video camera, positioned on a wheel mounted tripod, which allowed us to turn in a smooth 360° motion. This would not have been possible with analogue technology. New media technology, has allowed for cameras to reduces in size by many times, whilst improving in quality and memory, this is due to digital. Digital footage can be stored on a tiny memory stick inside the camera, unlike the 35mm celluloid film on which it used to be imprinted on, therefore allowing for much more compact devices, without which our shoot would not have been possible as it required a very tight turning angle and needed much versatility. Digital technology also allowed for us to take precisely 147 shots, despite only 48 of these making the final cut (shooting ratio of 3:1), with the old celluloid camera, this would have been impractical as it would have taken up much more time and been very expensive for the film.
The use of the digital camera also made lighting easier, as they can operate with much less light than was previously possible, this was particularly important for shooting our video as the 360° nature made it impractical to have a large number of standing lights and we relied on over head spots. Despite not using it ourselves, new media technology has bought about the possibility for advanced special effects with the use of green/blue screening, this has revolutionised how we watch films. For example, the idea for James Cameron’s ‘Avatar’, pioneering in terms of special effects, came long before the film was made, this is due to the fact that the technology was not yet advanced enough to produce Cameron vision, however once digital technology had further developed it became possible to cope with the CGI necessary.
New media technology played a vital role in the post-production process due to the extensive use of post-production and editing software, to cut and manipulate our footage. ‘Color’ is a programme that allows for colour grading, to make colours sharper and the overall image clearer, this was not possible to do in as much detail before the age of digital technology. ‘Final Cut Pro’ is a far cry away from the old days of editing film footage. Editing used to be a long, tedious process of cutting reels of film at the exact points where ‘cuts’ would occur, and then gluing two succeeding pieces of film together. This required much patience and a large space. Now a similar process takes place, but in a virtual sense and on a much smaller and simpler scale, Footage is still sieved through, cut and placed accordingly on a time frame but the digital technology allow for real time play back of sequences including all the effects and transitions that can be applied, such as; edge wipes (used in abundance during the editing process of ‘This Little Kitty’) and dissolves. It also allowed for non-linear editing, as footage can be placed at the end, in the middle and filled in between in a non-linear fashion. Adobe AFX is post production software used to design complex effects, and is an example of new media technology, although we didn’t use this for the music video, I used this throughout the post production phase on my thriller in the AS year. The opening sequence features segments of a webpage, including a video blog element, coming together, to form a complete image. It then zooms in further until the video fills the screen. This required the use of layers, and the designing of virtual cameras which could be programmed to ‘navigate’ through the image over time, as well as using key frames to move individual layers (along X,Y,Z axis; left to right, up and down, forward and back) over time.
During the Distribution and Evaluation phase of the process, we used new media technology in the form of Youtube, a phenomenon that allows for our video to reach a mass audience. Pre-digital technology it would have been necessary to organise a screening and perhaps pay people to view our product in order to obtain feedback, where as Youtube allows for free upload of the video, and a potential audience of tens of millions, and it allows viewers to provide feecback with ease. Also instead of sending a hard copy of the video to those necessary to show it -whether its for TV consideration or other- for perhaps a high cost, it is possible to send a link to the video via email for free.
New media technology has revolutionised the whole process of a music video; cutting costs, saving time and producing more and better quality videos.
