Evaluation of the First Ident

The ident I created consists of a basketball being repeatedly bounced against a dull, brick wall. However, at the end the ball rolls along the floor until it comes to a stop, then the logo for the ident appears. The logo is approximately 17 seconds long and the colours that have been used are abstract ones. I changed the contrast, brightness and the saturation of the picture to create a distorted colour effect. The music that plays is Syn Cole - Miami 82 (Avicii Edit) because I feel like it links well with the ident.

To make the logo successful, we tried to use various design features. For example, composition was used when the logo was introduced near the end of the ident. The logo came into the middle of the screen and slowly appeared so it would capture the audience’s attention. Also tempo was used to make the ident relate to the age range of which I was targeting. By having a faster tempo, it makes the whole ident look more interesting and exciting.

The ident was made by simply setting up a camera on a tripod in a certain position and then I proceeded by bouncing the play against this brick wall. After this was completed, I edited the footage on Adobe Premier. Adding the music and making it fit with the footage but also I added effects and transitions to it in order to make this ident look effective did this. 

I believe my ident is different to ‘real’ idents that have been seen on TV because the colours that have been used are abstract but also the concept of bouncing the ball against a brick wall is different because many idents are set in real life scenarios. For instance, one Channel 4 ident is set in a busy motorway in America.

The strengths of my ident are the fact that the idea is different to many ‘real’ ones and it shows originality. Furthermore, the music is another strength because it is upbeat and interesting and this makes the ident come across as fun and exciting. The third strength is the design of the logo and how it appears to on the screen.

I would change the location of the ident because it would look so much better if the basketball were being aimed at a hoop because it would look more realistic and entertaining. Another thing that I would change is the colours that have been used because they look unrealistic and childish. The last thing that I would change is the camera angle. The current ident has one fixed camera angle but the ident would look more captivating if there were various camera angles.

Conventions of a Music Video

1) The artist appeared throughout the video. 2) The song was the soundtrack to the whole video and when the song started, the music video started and when it finished, so did the video. 3) Lip-synching was used throughout by the singer as he followed the lyrics. 4) The artist performed throughout the video and he was dancing and also gesturing. In addition, the band in the background are playing a range of instruments. 5) Various locations were used in this video and they usually changed with the different verses. 6) The singers costume didn't change in the video as he was only in one location. 7) It is difficult to tell whether this music video was set in a studio or not because it is mainly set in a basement but some aspects of the video could have been set in a studio. 8) A narrative is not clear to my understanding in this music video. 9) The only camera movement that was dominant in this music video was tracking. This is when the camera moves closer or further away from the stimulus. 10) Close-ups were used in this video to identify the lip-synching, extreme close ups were used to show cutaways and mid/long shots were used to highlight the singer performing. 11) Different camera angles were used; high angles and low angles. This is used to portray different emotions. 12) Each location had a range of shot types. For instance, mid shots, long shots and close ups. This creates a dynamic and energetic feel for the audience. 13) The editing of the video was cut to the beat and it had a lot of montage editing. 14) A slow motion effect was used to create a slick, classy feel to the music video. 15) The video was based around the concept of the people dreaming that one day they will be successful. 16) The main singer was making constant eye contact with the camera and therefore the audience.

Conventions of a Music Video

1) The artist appeared throughout the video.

2) The song is the soundtrack of the music video, it started and ended when the music began and finished.

3) The artist was lip-synching to the song throughout the video.

4) The artist was performing, through gesturing and subtle dancing.

5) The music video had different locations but they were not as obvious as other music videos are.

6) The costumes varied throughout and when the location changed the costumes changed as well.

7) The whole video was filmed in a studio and this was clear because the background was always changing.

8) The video didn't follow a narrative.

9) The camera movements were limited, in fact, I believe there wasn't any.

10) Whenever the artist was lip-synching, close ups were used and when the artist was performing, mid shots and long shots were used.

11) High angles and low angles were used to create various interpretations.

12) The range of shot types were limited. For instance, the camera angle used the most was a mid shot or a long shot. The camera angle was always face-on with the artist and never behind him.

13) The editing was cut to the beat of the song but to me, it was very clear to understand.

14) Slow motion was used in various places and this was used to create a slick, classy feel.

15) A concept wasn't clear to follow in this music video.

16) When there was lip-synching, the artist would make eye contact with the camera and therefore the audience.