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Band Promotion By : Michael Gumulya

Saturday, November 5, 2011


Band Promotion Unit Question: How does advertising manipulate our action?

Client : SUM 41 Time Allowed : 1 quarter Specification and Limitation: An Advertising Video 3 minutes long TV or Computer with Internet Connection is needed

Saturday, November 5, 2011


Introduction SUM 41 is a rising band coming from Canada. They are one of the best band out there, and they deserve more attention from people around the world. Their problem now is that they don’t have an advertising team to help them promote their band.

I’m going to help them promote their band for these few weeks. I’m going through a lot of stage to promote their band and it may take some time. From choosing which media I’m going to use to promote them so the advertising would work effectively, designing several kind of advertising and finally creating and producing the advertisement until it’s fully prepared to be published to the public

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AOI (Areas of Interaction) Human Ingenuity The area of interaction of this project is Human Ingenuity, because what we are going to do are going to have impact and effect on the society

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Client Interview Have you ever had a promotion for your band before? Yes, but it doesn’t go very well since we’re not experts on promoting Who is the target of this promotion? Mostly teenagers that listen to rock/alternative song, so our main target is teenagers What do you want the target of this promotion to see? We want them to see our kind of music and our expertise in musical instrument Saturday, November 5, 2011


What’s your expectations of this promotion? We want to be famous, and our main point of promoting our band is to be well known in the community and we’re sure when they know us, they will love us eventually What media do you want the promotion to be? We’re not an expert on advertising and promoting, the only thing we wanted is to show people who we are and our music How long do you expect this promotion to be ready? It shouldn’t take too long, the faster the better

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Client Interview Summary The band once had their band promotion but it doesn’t go very well and doesn’t get much attention, their goal is to be famous and well known in the community. From the interview, I now know that they wanted to promote their band by showing who they are, their talents and their music. They are talented but they need more attention, that’s why they need this promotion, when people know them, people will starting to like them. They didn’t mention their preference of promotion but their target is mostly teenagers so it would be the best to make something that teenagers can easily access.. the internet. Other than ease of access, we also try to make our promotion to last for a quite some time, and interesting enough so the target of this promotion will be interested to see the advertisement. The time of production is not rushed by what the band said in the interview session, but it shouldn’t take too long to create an advertisement Overall, the final product of the advertisement should be something simple, eye-catching, but fully showing something from the band that’s going to stay in the targets mind for quite some time.

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Brainstorming Eye Catching

Short

Showing What The Band is Capable Of

Band Promotion

Interesting for Teen

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Simple

Short Producing Time


Case Studies

Costumer

Teenagers and Adults

Teenagers

Any internet user

Form

Brochure

Advertising Video

Website

Aesthetics

Brief Info

Short Clip

Links with Info

Cost

Low Cost

Low Cost

Low Cost

Explaining The Band

Showing the Band’s Performances

Provide information on certain links for viewer to see and click when they want to

Simple

Complicated and will take a long time

Function Ease of Creation

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Easy and simple


Case Study Summary

From the case study, I looked at 3 different types of advertisement. I now know the pros and cons of these types of advertisement, and it helped me to choose which media is the most efficient (grabs more attention) and reachable for teenagers these days.

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Software iMovie

iMovie is a home-moviemaker from Apple. It allows us to create a movie clip easily with good quality. With iMovie, we are able to put songs, sound effects, photos, transitions and texts. Saturday, November 5, 2011


Summary of Researches I focused my researches mostly on mac-based movieediting softwares such as “Final Cut Express” and “iMovie”. My client is trying to grab as many attention they could possibly get with a short period of production. So I tried to find the simplest movie editing software that produces high-quality movie.

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Impacts on the Environment and Society Impacts on the environment When we create/make an advertisement, there are some medias that we could use such as: Movies, brochure, website and etc. And each of those have different impacts on the environment When we make brochure, most likely people will use paper. That have a very clear impact on trees and woods around us since paper is made from woods. When we are making movies, we would be sitting in front of a computer making the movie for hours, and the computer uses electricity, some people use fossil fuels for generating electricity, and burning the fossil fuels will put CO2 in the air, and that’s damaging the environment.

Impacts on the society For people who works in the entertainment industry, like bands, singer, dancer and etc. they need attention from people around them to be noticed, that’s why they create advertisement in many different ways. Now, technology advanced so fast and information could spread in seconds. So they’re trying to advertise themselves in order to get known in the public and starting from there, they will start their journey to a successful carrier. The impacts on the society from this is that they will like the band and they will start to buy their albums, listen to their songs and telling their friends about this band. Company gets more money, the band gets more money and fame. Saturday, November 5, 2011


Design Brief I will design and create an advertising video, and the process is going to go through the design cycle which is investigation, design, plan, create and evaluation. The first 3 steps of the design needed in order to produce the best advertisement video possible, from choosing the correct software, the time length, footage of the band’s performance to produce the best advertising video possible. The create stage will be done during both IT time and at home, to make it perfectly. After the video is done, it’s going to be evaluated, to see what could I do better next time and it’s going to be evaluated by my client before it’s ready to go public.

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Specification Title

Specifications

Form

I will be making an advertising video.

Software

iMovie is the best software so far. It’s very simple but offers a very good quality and editing tools

To test the software I’m going to use, I’m going to do some research and try to make short clips to see which software will be the best to use

Aesthetics

Videos are interesting and eye-catching

I’m going to have 6 possible designs and see which one is the most appealing

Target Audience

Our main target is teenagers. They access internet and TVs more frequently rather than kids and adults, and teenagers also listen to rock songs more that adults

I need to do some research and questions some of my friends to see their interest

Length

Around 3 minutes. Advertising video shouldn’t be too long because the audience will lose interest in the middle of the video.

I’ll ask my client about specific song that they want to use and how long is the song, so the movie will fit the song

Saturday, November 5, 2011

Test


The movie should show the band, the members, their music and their talent

I’ll look for some advertising video thatare available online and get some ideas for the designs

To advertise the target band, and make them famous

I’ll ask further questions to the band and ask them what do they want to achieve from this advertisement

It should cost as low as possible

I’ll do some research about the cost for putting videos online, from my experience it would always be free

Durability

Very durable, and can be duplicated/copied to prevent corruption by virus

I’ll test the movie to see if it works well without any lag or error. I’ll also copy the movie to several storage devices so that it’ll be safe and can be replaced when there’s some problems

Ease of Creation

Simple and takes little time

The ease of creation is based on the software

Function

Purpose

Cost

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Summary of Investigation The Client Interview allowed me to have some ideas and to make some specification about the video The case study of 3 different types of advertising gives me the idea of advertising and the advantages and disadvantages of each advertisement I do research on movie editing programs, and I found that iMovie is the simplest and easiest way to make a great movie Saturday, November 5, 2011


Works Cited "IMovie." Wikipedia, the Free Encyclopedia. Web. 30 Oct. 2011. <http://en.wikipedia.org/wiki/IMovie>. "List of Video Editing Software." Wikipedia, the Free Encyclopedia. Web. 30 Oct. 2011. <http://en.wikipedia.org/ wiki/List_of_video_editing_software>. "Sum 41." Wikipedia, the Free Encyclopedia. Web. 30 Oct. 2011. <http://en.wikipedia.org/wiki/Sum_41>.

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DESIGN

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Design 1: Website Pros: -Lots of Information Cons: -People might not open the page we want them to see

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Design 2: Website Pros: Good design/layout of website Simple Cons: Too little information

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Design 3: Poster Pros: -Eye-catching -Simple -Lots of Picture Cons: Thereâ&#x20AC;&#x2122;s no information about the bandâ&#x20AC;&#x2122;s detail

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Design 4: Brochure Pros: -Eye-catching Cons: Boring and people might not read it

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Design 5: Video Pros: -Eye-catching -Interesting -People could hear the song -See the band performs Cons: -Thereâ&#x20AC;&#x2122;s no detailed information

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Design 6: Interview Video Pros: -Detailed info -Thereâ&#x20AC;&#x2122;s the song Cons: -Boring for some people especially teens

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Evaluation Against Specification Specification

Design 1

Design 2

Design 3

Design 4

Design 5

Design 6

Software

X

X

Y

Y

Y

Y

Aesthatics

Y

Y

Y

X

Y

X

Target Audience

Y

Y

Y

X

Y

Y

Function

Y

Y

Y

Y

Y

Y

Cost

Y

Y

Y

Y

Y

Y

Purpose

Y

Y

Y

Y

Y

Y

Durability

Y

Y

X

X

Y

Y

Ease of Creation

X

X

Y

Y

Y

X

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Summary of Designs Design 1: This design is very good, lots of information. The only thing bad about a website is the time to make is long and there will be some info that we want the target to see but they will not see (most people especially teens don’t check every single links.) It will also take long time and it’s complicated to make websites, especially this website with a lots of information Design 2: This website is very simple, but it still has the weakness of a website that some info will not be shown/seen. And this design have less info in the homepage than the other website, which means less info will be seen when people open the website at first time. Design 3: The good side is that it has lots of picture and very interesting and eye-catching for teenagers. The bad side, the information there is too brief. Audience can’t see their performance and their songs. Design 4: Brochure is always good looking, but most people don’t read the short paragraph inside it especially teenagers, they just open the brochure and look through it, most teens don’t even bother opening the brochure. Design 5: The bad side is that there’s less information (biodata, biography and etc). The good side, people get to see their performance, the people and they are able to hear their songs through video, eye-catching too, our main target is teenagers and teenagers uses video sites like YouTube very much, and now, almost every teenagers uses youtube Design 6: This video will easily reach teenagers due to sites like YouTube. People get to know the band, they could see this video easily (Youtube) and hear their song. The bad side for an interview is that people get bored halfway.

Final Chosen Design: Design 5 Saturday, November 5, 2011


Final Chosen Design: Design 5

Design 5 have fits the band’s request perfectly. Promotional video worked effectively as it’s showing the band’s performance, song and the members. Since the target are teenager lots of information are useless and they might not be interested in watching. Teenagers also use YouTube everyday which makes it easier for videos to be seen.

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Peer Evaluation of Design Design 1 is the best for the advertisement because it contains all about the band, which includes the store for people to buy their albums. This design doesnâ&#x20AC;&#x2122;t need any credit for us to make this website and it might produce a lot of income. But too much information would be bad for other people.

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Evaluation Against Specification - Final Chosen Design Specification

Design 5

Comments

Software

Y

The software is provided and ready to use. The software is also very easy to use and it will create a good quality movie

Aesthatics

Y

The movie is very eye-catching, with footages of the band’s performances and rehearsals

Target Audience

Y

My client main target is teenagers and it’s very easy for video to reach teenagers these days with the help of YouTube and similar sites

Function

Y

It’s going to promote the band to public

Cost

Y

The cost of making video is almost none, there’s no printing cost or paper cost, and uploading it to YouTube is free

Purpose

Y

Our main targets are teenagers and this video is designed to attract them and make teenagers love the band

Durability

Y

Very durable, it’s easy to duplicate so we could have many backups if there’s virus

Ease of Creation

Y

Not too complicated but it does take some time

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PLAN

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Gantt Chart

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Step by Step

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Evaluation Of Plan - Was the plan was detailed enough and why? Yes. Because I give every step needed to make a video. - Could it be followed by someone else ? Yes, I tried to make it as detailed but also as simple as possible - Have I used all the resources available to me? Yes.

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CREATE

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Documented Evidence #1 Today is the first lesson to make the real advertisement. I decided to use iMovie since itâ&#x20AC;&#x2122;s the best and easiest way to make a video. I choose the theme of the video which is black and white so the video will look more vintage and it will fit the song. I did some importing today. I imported some video that I downloaded at home into iMovie so I can edit them. I also have downloaded the picture of the band newest album and their logo. I have made some of the opening and have put the audio into the video

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Documented Evidence #2 Today, I continued the making of the video. I have downloaded some other video and imported it to iMovie. I have put the movie together, and changed the color of the video into black and white based on the theme I chose. And I finished the opening part of the video Saturday, November 5, 2011


Documented Evidence #3 I made the introduction of the members today. I have put the name of each members some video / footage of each members. At home I downloaded some other footage, and some off stage footage (itâ&#x20AC;&#x2122;s designed to have an offstage section) and put them together in the movie Saturday, November 5, 2011


Documented Evidence #4 Today is just a normal day for me, I did basically the same thing in class : adding some videos. I didnâ&#x20AC;&#x2122;t finished it totally like I planned because I ran out of clips to put inside the movie. I turned off the volume of every clip (like shown in the picture) so only the background song could be heard. Saturday, November 5, 2011


Documented Evidence #5 In this lesson today, I finished editing the footages of Sum 41, and I basically done everything except for my own part for recording and giving comments of the band in the video. Thatâ&#x20AC;&#x2122;s why I left some blank parts and itâ&#x20AC;&#x2122;s going to be replaced with my own recording later I also edited the opening part, the logo of the band. I changed the transition and the movement of the logo Saturday, November 5, 2011


Documented Evidence #6 Today is not a very busy day for me. Since I got nothing left to do except for filming my parts, I decided to do some research about each members that will help me write short paragraph that I will say in the recording. I did the research around the members personal life, what are their achievements, and their basic information such as height, nationality, birthdate etc.

Saturday, November 5, 2011


Documented Evidence #7 Today I did something at home since itâ&#x20AC;&#x2122;s holiday. I did the research again about the members of the band And I wrote the some small paragraph. The paragraph is going to be used in the recording when I record me/ my friend talking about the band. Itâ&#x20AC;&#x2122;s not totally done yet. Saturday, November 5, 2011


Documented Evidence #8

In this lesson, I asked my friend about my advertising video and asked him to write a short comment. The purpose is too fix some parts, because sometimes we canâ&#x20AC;&#x2122;t see our mistake while other people could And this is his comment.

The video was good, the starting was awesome and the adjustment of sound is match, the music and the picture. Nice creation Saturday, November 5, 2011


Documented Evidence #9 In todayâ&#x20AC;&#x2122;s lesson, I finally starting to record my friends talking about what they think about each members. I recorded in class, inside the storage room so I could get a better and clearer voice. I asked Andre and Ardy to talk about Deryck Whibley and Steve Jocz I recorded the voice using my phone to get a nice and clear voice Saturday, November 5, 2011


Documented Evidence #10 This is the last day of making the video. I recorded the other parts on my own time. I asked Liam to do it and I do one part by myself. Today, I started combining all of the recording and put it inside the video I sended the voice recording from my phone to my laptop and put it into the clip so that it fits perfectly After Iâ&#x20AC;&#x2122;m done, I did one more thing thatâ&#x20AC;&#x2122;s very important, which is exporting the video from iMovie to .mov file. And now Iâ&#x20AC;&#x2122;m completely done

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Evaluation

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Evaluating My Performance at Each Stage of Design Cycle Investigation Investigation is the first step of the design cycle, it’s the most important stage so I that I will have in mind what to do to satisfy the client’s need. I did interview with my client and got some ideas on what products would be like and what’s the main purpose of this promotion, then I did brainstorming about different requirements my client made, I did a little research about softwares and case study on 3 different advertisement on 3 different media. Overall, I did put my effort in this stage to get the best product but I could do some more research on the software. Design The 6 different designs were made during this stage. All of them were based by the requirements made by my client. 2 of the designs were video, 2 were websites and 2 were printed media (example: magazine,brochure,etc..) I evaluated these designs using specification points which helped me to see which designs is the best and choose which one is the most appropriate design in the end. I explained why each designs are good and explained their flaws. I also ask my friend to fill the peer evaluation design to see which one is the best from my friend’s perspective. I think I do a good job on the design stage and use the time given in the class very effectively Plan I planned out the time and steps to follow later on during the creation of the movie. The step by step is very simple, and I tried to make it clear enough to follow without words. The gantt chart showed the time needed to make the movie. I could do a lot more in this stage in making the gantt chart because the time needed is actually far more than I have planned Create I wrote documented evidence for every lesson I had in school to show my progress of creating the video. Even though I wrote a lots of documented evidence, most of them are the same points because I need to do the same thing for each different part of the video (example: change color of the opening, change color of the last clip and etc.) The documented evidence shows how I used my time in class and what could I do better to use time more efficiently Evaluation The evaluation stage is used to evaluates my whole project and each process I went through. I didn’t put my peers opinion about my product, I should have done this and get more opinions to fix my work in the future. I also evaluated some improvements that I could make, and what’s good about my final product.

Saturday, November 5, 2011


Testing: Meet Specification Software

To test the software I’m going to use, I’m going to do some research and try to make short clips to see which software will be the best to use

Aesthetics

I’m going to have 6 possible designs and see which one is the most appealing

Target Audience

I need to do some research and questions some of my friends to see their interest

Length

I’ll ask my client about specific song that they want to use and how long is the song, so the movie will fit the song

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YES

iMovie is the right software to use, since Advertising Video doesn’t need much animation. iMovie are capable of putting music, voiceover, video color editor, and simple transitions which I think is more than enough.

YES

The final product is in black and white since I used different footage and it will look unofficial and cheap if I didn’t change the color of the video.

YES

Most teenagers will be interested in the video, especially the song. Videos are also very reachable to teenagers since they use Youtube and social networking sites a lot.

YES

The song used was around 3 minutes long and the video ended perfectly with the song. It’s not too long since every music video on youtube have length around that 3 minutes.


YES

I watched some videos online and my video also have the same function with most of them. The difference is that I have some friends opinion about each members. My video is showing all of the function I mentioned in the specification

YES

The purpose of this video is to make them famous, and this video will be able to take them there. Since video is very reachable for children, adults and mostly teens, so it’s very easy for everybody to see this video.

Cost

I’ll do some research about the cost for putting videos online, from my experience it would always be free

YES

The cost of making the video is very low, it only takes time and electricity but there are no major payment needed to make and upload the video online.

Durability

I’ll test the movie to see if it works well without any lag or error. I’ll also copy the movie to several storage devices so that it’ll be safe and can be replaced when there’s some problems

YES

No lagging is shown in the video. I also copied the video into some other storage devices for backup data.

Ease of Creation

The ease of creation is based on the software

YES

It’s quite simple to make the video. I can make the video and finished it on time so there’s not much difficulty is making this video.

Function

I’ll look for some advertising video that are available online and get some ideas for the designs

Purpose

I’ll ask further questions to the band and ask them what do they want to achieve from this advertisement

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Successful Points The most successful part of this project is the create stage. I finished the product on time and my client is loving the video.The video ended up like it was designed

Least Successful Points The least successful part of this project is the planning stage. I could have done a better step by step and showed more detail steps. I didn’t put steps like “Recording” “Voiceover” and etc.

Modification/Improvements Better Video Quality I could have done better on the color that I chose because I thought it might look better but it the end it looks monotone and will get boring after watching for several times.

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100 75 50 25 0 100 95 90 85 80

Client Feedback Region 1 Aesthatics

Is it interesting?

Color Choice

How It Shows The Band Target Audience

Structure

Effect to Band

Final Impression

Impact on Society and Environment This video is made to promote my client and they’re supposed to make them famous. If it’s uploaded and distributed to TV Channels, this video will allow people to know and learn something about this band and eventually the band will get famous. My product is a video and that means it doesn’t use paper. But making this video means more time to work on computer and that means more use of electricity. If the electricity is generated using coal fired plant then waste from the coal will give impact to our environment. Waste of coal is highly acidic and high in sulfur this will be harmful on fishes on the lake/river.

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Photo of Finished Product

Saturday, November 5, 2011

Band Promotion - Michael Gumulya  

design cycle for band promotion

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