Evaluation Video’s


April 26, 2011. Emma Polden, Natasha Walters, Sabina White, Shanice Chapman. Leave a comment.

Individual Evaluation- Sabina White

1) In what ways does your media product use, develop or challenge forms and conventions of real media products?

When beginning the process of producing my music video myself and my group decided to first look at established music video forms and conventions. The first video I analysed and derived inspiration from was Maroon 5’s video for ‘Makes Me Wonder’ which was surprising considering the genre of this track differed from that of our chosen piece but I found this video effective and entertaining which is obviously the desired effect I want the audience to have when watching our music video. The combination of the strong visual and lyrical relationships a result of a series of close ups in the video enhanced the meaning of the words being sung and made the concept of the video easier for me, and the audience, to grasp. After observing how successful this technique is I hoped to use it in our coursework but our track contains few lyrics; the repetition of the title ‘Rescue Me’ are the only lyrics in the track. Although when Natasha is transported into the different dance world we encouraged her to look stressed/confused therefore emphasising her desire to be ‘rescued’- we showed this lyrical and visual relationship through numerous close ups of Natasha. Goodwin has a six point analysis theory for music videos from Dancing in the Distraction Factory and through this lyrical and visual relationship  and close ups of the protagonist we are conforming to one of these points. The next video I looked at was ‘Lost’ by the artist Michael Buble, again the genre contrasts to that of our chosen track which is considered a dance track but initially we were intending to go with an acoustic piece our friend had presented us with so a lot of our preparation took into consideration the possibility we would go down the route of a ballad style.

Our video is conceptual and the idea is that the box prop used in all the scenes and different locations transports our protagonist Natasha to numerous contrasting dance locations; ballroom, hiphop, ballet and a club scene. Though we were concerned that this concept would be difficult for an audience to grasp from a 3 minute piece our feedback showed otherwise. Creating a conceptual video, we felt, offered us many opportunities to conform or oppose the genre conventions of a Dance video as the idea of the transporting box offered any location or scenario. For instance the inclusion of the strobe lighting (style) and club scene is a location choice and element of mis-en-scene that is associated with the dance genre. Our ancillary texts include colour schemes and styles that further emphasise our choice of music. The choice of costumes challenged the conventions of real media products, especially in the ballroom scene as it is rare for a dance video to contain this style of costume but we felt fitted in with our groups plot line and emphasised the diversity in the different styles of dance. Although this varying from the ‘norm’ for this genre can actually be seen as a genre convention in itself as we an see it in numerous other music videos of this genre, such as Kanye West’s video ‘Runaway’ which is also the video’s element of intertextuality as it is after viewing his video that we gained inspiration from and filmed our ballet scene.

2) How effective is the combination of your main product and ancillary texts?

In all of our ancillary products we used some form of branding that make them recognisable to one another and when looking at them all collectively they all have similar themes, for example the colour scheme in both our digipak and magazine advert is the same. I found, after having particular input in the production of the digipak that its creation was quite difficult and as a result of our lack of experience regarding photoshop we made numerous drafts to achieve our desired effect;

The first draft I made was very plain and only involved a lasso-ed image of Natasha. I found the editing of it quite hard as you had to be very particular and ensure that the images matched so her facial features were balanced. To cut the two individual images out and join them together I used the magnetic lasso tool and them pasted the images together and saved it as one single imageAs our ideas progressed we started to form a significant style for both the CD cover and the Advert that make them identifiable to our brand. Our final pieces for both the digipak and magazine advert followed a purple style with strobe lighting on a darker background with separate pictures of Natasha as the main focus, both can be recognised as for the same brand of Lipgloss Productions. Both the central images we used, despite being different have the same colour tint to them, which again is a purple colour which we hope will appeal to both the males and females of our target audience.

As you can see from draft one we had yet to decide on the background of the CD cover and only on what the central focus would be and as a result one idea that was brought forward was that we could use an alley way as a background as the alley way in our video is essential as it is there that video begins and starts. At this point we had yet to decide which alley way we would actually use from those available locally so found a copyright free image off the internet and used that as a background. The text we used for the title we chose to be a purple colour because we felt it appealed to both genders and due to the fact its quite a bright and vibrant colour matched the tone of the music.

Our fourth draft defiantly began to look significantly more professional in comparison to the other drafts. We continued the colour scheme of purple text/font and furthered this with the purple, shaped border on the right side of the CD cover which we felt made the cover more interesting and again the colour made the image not very gender specific, it appealed to all. The black background not only enhanced the colours in the text and border, making them more eye-catching but gave the overall product a more professional look.

There are not many branding elements involved in our video as none of the trademark characteristics, for example the colour scheme evident in our digipak and magazine advert, that are associated with Lipgloss Productions are present for numerous reasons; for example we couldn’t have the protagonist wear clothes in the colour of our colour scheme Natasha changes her outfits throughout the piece to emphasise the diversity in the different dance scenes. As is evident from observing the two ancillary texts when combined, they work well together and are identifiable to one another due to their similar characteristics but how well do they work with our main product? This is harder to compare as obviously our whole 3 minute video cannot be compared to a CD cover and poster, unless we use specific still shots. But the image we used in our CD cover is Natasha dressed in the costume she wears at both the beginning and the end of our music video, the point when we gage the audience’s interest and end the video thus will be the most memorable to the audience therefore should be easily recognisable that the video and CD cover are related. Furthermore the colour scheme of a background increases the professionalism of our brand and is therefore included in all ancillary products and the purple allows for no gender isolation, it appeals to all.

Our digipak’s use of bright on dark colours is a dance genre convention for its CD covers and the use of the shapes that imitate the effects of strobe lighting as a background piece further emphasises the dance genre through following these conventions. For instance we saw this eye-catching technique used in CD’s covers for ‘The Black Eyed Peas’ singles who also attract just the target audience we are hoping to appeal to. The font used for the title is contemporary and up to date which will appeal to the audience that would be listening to the genre of music. We have also used this font for the magazine advert and is, again, in the style of disco signs and flashing lights and therefore conforms to the genre conventions and also increases the brands conformity to conventions too.

3)What have you learned from your audience feedback?

One of our first actions when creating our music video was to try to establish a demographic, an audience whose needs we would try to meet and as a result make our music video more entertaining. Through websites as ‘Find Your Tribe’ , our own questionnaires which we presented to our friends and colleagues, and research into music channels we were able to establish a demographic and audience profile, which we have presented on the blog.  Audience research showed us that channels such as MTV Dance and Smash Hits both reached our demographic and had high ratings (for instance MTV Dance has 571,000 TV sets tuned in every week) and therefore we chose would be ideal to broadcast on. This was also included in our audience profiling that our fictional character ‘Lola’ would watch these channels.

Several weeks into the production of our video we carried out a quiz that we asked some classmates and members of our sixth form to fill out for us to establish how our video was being received by members of our demographic and target audience. One concern we had during the editing was that the concept of the video was quite hard to grasp as we couldn’t explain it through the lyrical and visual relationship as there is only was line of lyrics repeated in the video and visual we, as a group, found it easy to understand but worried this was because we created it. Although the audience feedback showed us that 9 people out of the 9 who participated in our questionnaire were able to understand the concept thus eliminated this concern for us.

Another element of concern that plagued while filming was that, because we had originally been considering filming for an acoustic piece during the research stages, it was not obviously a dance video and did not conform to many of the conventions. Again the audience feedback showed us that, according to the participants, the “dancing scenes and club location” explained to the viewers the style of music.

After enquiring about the logistics and minor details of the video we asked more general questions. We received very positive feedback for the general questions asking about the entertainment value of our video. Questions 5, 7 and 10 ask about if our video fits the genre conventions of the dance style, if the song lends itself well to the concept of the video and if the song ‘Rescue Me’ is a likeable track and all three questions received positive 9 out of 9 results. We did want to discover if there were any parts of the video that the audience didn’t receive well or felt were unnecessary so question 15 posed “Overall, what was your least favourite aspect of our branding/music video?” and the majority of the participants highlighted the ballet scene as their least liked scene in the piece. As a result we evaluated the scene after the audience feedback and found that the choreography for this scene could be considered the least realistic in comparison with the other scenes and the shots don’t flow as well as wed hoped but after realising the problem we proceeded in trying to correct these faults in the video by spending a few hours after school editing. We used different shots of Natasha’s dancing and made them shorter using more camera angles so the best clips of the dance were used.

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

In regards to the construction, research and planning stages of our coursework our school equipment meant we had few limitations. When approaching the research and planning stages we were able to use search engines and websites to gather more information about video production and genre conventions and we used social networking sites such as ‘My Space’ and ‘Facebook’ to try to uncover any artist that were not mainstream or signed. We also used ‘You Tube’ when looking at other artist’s music videos for inspiration and ideas.

When producing we had a Canon digital camera to work with which had; automatic and manual focus; exposure and wide-screen capability; on camera mic and a trip pod which ensured that while filming we could tilt and pan and a Nikon D40 camera to take stills while filming. When filming the ballroom scene we decided to experiment slightly and try to include some shots using a dolly and we filmed around the two dancers while they were performing. But after looking back on the shots in the editing stages we felt unsatisfied with them as they were very shaky and unbalanced, we’re not sure whether this was a result of the flooring of the location we  were filming in, simply human error or a combination of the two. One significant problem we had on shoot was when filming the last scene of Natasha’s return to the ‘normal world’ from the ‘dance world’ when she re-enters the alley. On this particular day we walked from our school to location only to find that we had forgotten the piece of equipment that holds the camera to the tripod so as a result had to film the majority of our shots handheld which as a result came out very shaky. One of the things we did lack and at the point of preparation had hoped to have access to was strobe lighting, as one common genre convention for our genre type was to include a disco scene, we still have included this scene but instead of strobe lighting we used a stand alone green filter light that we manually turned on and off which seemed to have the same effect. While editing our filming to prepare a final cut we used Apple’s Final Cut Pro Express. Using this software was quite complex but we all had practice at the use of markers and music inclusion from previous project and practice tasks our teacher has set. The creation of the digipak and magazine advert was done on Adobe photoshop. It took us a while to master the edit suite controls and techniques after some time adjusting to the new software. Photoshop enabled us to do a lot more in regards to the digipak/magazine advert compared to the software that was accessible to us at home but again it did take us a while to adapt to the change.

March 31, 2011. Sabina White. Leave a comment.

Draft Idea Pictures for Our CD Cover and Magazine Advert

These are draft images that we had developed to use in our CD cover and in our magazine advert. We experimented with photoshop as we wanted to portray the different dance costumes she had to wear in our music video.
We thought it would be successful if we tried to match everything together so the audience would know if they saw the magazine advert and CD cover, that they would recognise that the imagery and colour codes are from “Bo – Rescue Me” music video. 

March 31, 2011. Emma Polden, Natasha Walters, Sabina White, Shanice Chapman. Leave a comment.

Cd cover and Advert design idea


March 29, 2011. Emma Polden, Natasha Walters, Sabina White, Shanice Chapman. Leave a comment.

Individual Evaluation Work.

Shanice Chapman
Word count: 2000 approx.

Q1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

I believe that our music video does in ways develop and follow the conventions of real media products such as the idea of having dance in a hip hop/club music genre is demonstrated in other music video’s such as The Black Eyed Peas “Rock Your Body”and Flo Rida ft. David Guetta “Club Can’t Handle Me”.

However in other ways it is different as it follows more of a conceptual video.

Additionally, the use of continuity editing is another way we follow conventions such as the use of eye-line match and the use of 180o rule. . Goodwin’s analysis of “Visual relationships” to the music is what we mainly aimed for in our editing, for example, like “Rock your body” by BEP’s, they changed camera shot quite often in the time of the beat to make it a visual relationship.

Also, the way we filmed all our shots to follow each movement the main protagonist did smoothly, make it look more realistic.

This is my editing excerise which I first used as a practice before we edited our final piece.

The mise-en-scene in some cases did follow the conventions such as the club scene however as we wanted to experiment with the genre and the music track, we thought it would be more interesting to change locations in the music video to match the particular dance style at each different point in the song.
Our narrative format along with some concept driven structure to our music video establishes forms and conventions of this particular genre as the narrative side is that the main character is taken to a variety of different specific places related to the dance style chosen.  There is always a different male character in each different location to dance with her as we thought it would make the music video more interesting and give it the concept of how young adults meet at clubs and dance together but we thought “Why only at clubs? Why not in other dance styles?” so we discussed it and decided it would be more interesting and the concept of how couples should not just do dancing at clubs and meet but in other styles of dance. This is some ways, challenges conventions as most music videos tend to locate their videos in clubs whereas we’ve gone for a different approach.
The concept driven structure to our music video consists of the idea that the box takes her back and forth to these different dance locations/fantasy dance land in the club scene where all the dancers are masked to show a concept that the protagonist is being “Rescued” by these male characters and that she shouldn’t stay in this world as it’s a fantasy and is not real.
We follow her throughout the video as she experiences dancing in different styles. Regarding audience positioning, the audience are asked to put themselves in the position of Bo, the artist so that they can sympathise with her. The audience are meant to sympathise with her as she doesn’t know what’s happening and why she has been brought into this dancing world. In the club scene, the audience are particularly encouraged to feel empathy for her as she is forced to dance with people who are masked and are scaring her so much she has to run away.

The audience are being allowed to witness her experiences and emotions as this links in with the beat of the track and the particular lyrics used “Rescue me”.  The impact it leaves on the audience is the feeling to let go of your fears and the dance land is a way to show the characters true emotions of dancing.
Other elements we built into our scrip including our use of particular camera techniques such as the use of close ups to establish a relationship between our target audience and the artist.

Our music video’s forms and conventions indicate that we have been influenced by other music videos with the idea of dance and that there is a male and female role of young adults meeting and dancing together. However, other influences came from ourselves and what we thought would be interesting and different which has proven to be effective as it has achieved these aspects.

Q2. How effective is the combination of your main product and ancillary texts?

I have adapted well to the principles of branding in our work so that people will recognise if they see a product of ours, they will who made it and created. Our brand image is simply the protagonist in our music video who is the artist of the song “Bo”. The name, design and matching symbols used in our music video are branding elements we have developed as a way for people to recognise us and know who we are.

This is my first idea of our branding image. She is split into four sections, each section different from the other like she is in the dance world. She is in different costumes which are used in the music video. However the skin colour and the division of the lines was not very authentic so we decided perhaps just divide her into two.

This was our second development of dividing her into two however, again the skin colour is different.

This is our third idea with a background and title included just to research different ideas. The background is from the underpass scene in the music video. However, we felt that both the background and the title were not very eye catching and needed a more effective and colourful branding image.

This is our fourth development research which has become better and more appealing. This idea was the one before our final design and like our previous idea, it still did not contain that “Wow” factor we wanted.

This is our final front cover design for our branding image which is similar not only in our music video, but also on our magazine advert too. As you can see, it has a tint of purple which is our colour code used throughout all our developments and we are very happy with the outcome.

The use of technical, symbolic and cultural codes used to those of our ancillary products such as bar codes are shown on our digipak.
The style of presentation is the same throughout in our advert and the digipak. Colour codes used such as the purple and pink are continuous in our project.

Also, the imagery of the artist in her unique costumes is used in our magazine advert and digipak so the audience can familiarise this with the music video if they see them for example, in a shop. We choice the particular image of the female character in her different costumes because we wanted the audience to remember us and those particular connotations. The background imagery is connected throughout the poster and digipak as we wanted the background to look like lights from the club scene in our music video so it looks like the club scene behind the main character in our two products.

Regarding intertextuality, our digipak does use forms and conventions that have influenced us by other digipak designs such as like the ones shown on our blog by the black eyed peas as we follow their idea of showing the artist as it will help sell the product.

Our magazine advert similarly follows forms and conventions through our chose of colours and fonts for example “Clubland”
in the advert as it stands out and follow conventions related to our particular music genre that our music is.

Regarding intertextuality, the use of these forms and conventions have been influenced as our chose of imagery is similar to the magazine advert on our blog of Dizee Rascal as he stands in the advert also in Goodwin’s analysis of the star is the main selling point.

Q3. What have you learned from your audience feedback?

Our target audience profile was mainly teenagers, young adults, mixed gender/ethnicity. We decided on this target audience profile dempgraphic because it fitted with our music tracks genre rather than Jazz or Folk music. Bands like the Black Eyed Peas and Flo Rida use the same genre as we did so the same target audience profile would be very similar. After people filled out our surveys after watching our final music video, we looked at our completed magazine advert and our CD digipak, we sat down and looked at the results which were overall pleased with! Our target audience research about our music video preferences showed that they particularly liked the mise-en-scene used and the narrative story in our music video. We found that there wasn’t a particular issue in the music video that our audience did not like.

With the narrative aspect of the artists being an influence to people around them to dance, has inspired us from the beginning that we wanted some idea like this in our music video.

Elements that we have used to build our music video as a way to appeal to our target audience where things such as encouraging the audience to identify with particular characters, such as the protagonist, Bo.

Also, the variety of camera techniques will aid to entertain our particular target audience as we have recognised that they prefer to have different views in a music video.

Additionally, the mise-en-scene used has this same effect of keeping the audience interested as again, there is a variety of settings, costumes and props used so there is always something new to look at. The most important script development used to appeal to our target audience is our editing styles. As we have decided to use beats in the music track as a way to cut between different shots, this increases the pace and always keeps the audience on edge and maintains their awareness and attention.
Taking on board my understanding and expectations shown above, the feedback of our music video was very positive. People who filled out the surveys enjoyed concepts of our narrative (the fantasy world), our use of variety in camera techniques, our continuity editing which fitted with the music beat and finally, the use of mise-en-scene of our numerous costumes/settings/lighting and so on. These have all been main factors as to how our music video has been successful.

Therefore, I feel that technically and aesthetically, I feel our end products do meet the OCR brief and are successful and stands up well against professional products, even though it’s different and unique. It consists of the genre’s essential ingredient which is dancing and having fun and I do believe it is a must-see again video as it is remember able. Along with this effect, it encourages the audience to go out and buy the digipak or download the album as it catch’s people’s eyes and it’s attractive. I believe it is something that would be ideally promoted by a major record label for widespread release as our audience believe this particular music track would be used in clubs where there will be dancing or n general use such as the radio as it is catchy due to the beat and influential. I think our music video’s particular USP is that it is unique, different from other music videos that have the same music genre as we do and also, that it explores a variety of emotions whilst being entertaining and sticks with conventions. I don’t think it would provide some lucrative opportunities for spin-off merchandising as it is only a single and not quite up to that standard.

Q4. How did you use new media technologies in the research, planning, construction and evaluation stages?

Overall productions such as using the internet search engine (Google), websites (picnix), were used for research where all quite easy to obtain information and images from used in our project. Additionally, YouTube was another site which aided our research with music video inspirations and animatics we looked at in order to help us establish a first draft of our music video.

Finally, word press was quite tricky at first to use as it was new to us however once we understood how and where to put posts and layout it out effectively, it was a lot easier. We were able to upload pictures in a particular way and change font and colours of the text in our blog.

We used a Canon digital camera/Nikon D40 with automatic or manual focus/exposure and wide screen capability, plus on camera mic in taking photos of our progress and filming. Additionally, we gained a new tripod which was used safely and securely to help us pan and tilt angles with control. We had some difficulty in the ball room scene as we thought we did not have enough close-ups for this particular scene, therefore, we had to re-film.

We also had trouble with blurring and white balance of the camera. However once our teacher taught and discussed with me the ways to prevent this, everything was fine. Our tripod control was easy and successful.

We used Apple’s Final Cut Pro Express and Adobe Photoshop in editing and personally I mastered the use of these programmes with control and although we did not use transitions or special effects, I used continuity editing as we felt this would be more suited to our music video.

At first, we were shocked at how complicated this editing programme was however we soon got the hang of it and realised it was not complicated at all. This different equipment enhanced the overall appearance and enhanced the graphics used in the music video and digipak/magazine advert.

Photoshop was tricky software to get used to also however again once we were taught where and how to place images and layers etc, it was easy to use these new techniques and have an effective outcome.

March 22, 2011. Shanice Chapman. Leave a comment.

individual evaluation task

Question One – In what ways does your media product use develop or challenge forms and conventions of real media products?

 Our music video falls into the Dance genre category. The music video my group have produced is a heavily conceptual video. It follows a story of a fantasy world based around the concept of dance. This follows the dance conventions as many dance music vdieo follow a conceptual style. This may be because dance music is normally a simple beat with few lyrics, so the video makes up for this simplicitywith a complicated concept.

An example of another music video like this is Black Eyed Peas ‘boom boom pow’. The lyrics are simplistic but the concept of the video has complicated features, like robots and out of the ordinary creatures.


However, the style of dance we have used in the video deviates from a usual dance music video. This is because we don’t just include hip hop dance, we have also incorporated ballet and ballroom dance into our dance fantasy. For example, Flo Rida’s video of ‘club can’t handle’ uses only hip hop dancing.

The Ballroom Scene


The Ballet Scene


  Question Two –  How effective is the combination of your main products and ancillary texts?

For our product as a whole we made sure our brading was a priority for our product. We made sure that our branding was prominant, so our product was unique and noticeable, and also the audience become familiar with the product. We decided to construct some draft ideas of the digipak and magazine advert so we could form our final branding from a cumination of all the drafts. In fact, our final branding ideas were very different to our first drafts.

This is one of our earlier drafts. We chose this writing because we thoguht it was distinctive. We were planning on using the same writing and image as part of our magazine advert. However, after conducting more reseach into digipaks, we felt that the background was not iconic enough as a branding tool and didn’t fit in as well as we had first thought.

We decided on our next draft, we would change the background, to make the brading simpler. However, we have made it unique with the pattern so the audience remember the design. However, we felt that the font of the title needed to stand out more and fit in with the dance music genre.

we did further drafts that included the ‘half and half’picture of the protagonist. We felt that becuase of the differences of the skin colour in the two pictures, the picture would look less authentic. So we deliberated and finally chose one image to use for the magazine advert and the digipak foreground. We felt that something was needed in the background (especially in the magazine advert. And then we found this image and decided to make it into a silouette, to use as the background..

We further developed this idea of a foreground and back ground image and we also decided to use these same images as the CD front/back cover. These picture were made into ‘branding images’ as they would be the images that the product is known for.

We decided to use the font ‘CLUBLAND’ for our final piece because we thought this would be unique and current, so would be good for the branding of our product. This font appears throughout the digipak and in the magazine advert.

The final magazine advert and digipak link in well with the music video. For example the mise-en-scene is the same in terms of cotume of the protagonist. The magazine advert has her pictured in her ballroom scene advert and the digipak has her pictured in her underpass scene advert. The background representing spotlights reflect the club scene lighting. This is important because it shows how the music video and advertising link very closely together, and therefore how effective branding will be.


 Question Three – What have you learnt from your audience feedback?

Ou target audience profile was a young adults, both male and female (mainly female) who are interested in the dance/club scene. We decided this because we felt that the dance and club scene was mainly aimed at young adults and thats where our song will be mainly broadcast. We found that through our target audience research, our target liked dance msuic videos compared to music such as classical and folk. We did independant and group research about dance music videos and found that Black Eyed Peas videos appealsed to us as they are heavily conceptual. These music videos appeal to our target audience. So, we constructed a unique concept based video to appeal to our target audience. In addition, we only included young people in our music video, so the target audience could relate to the characters in the video.

Our final audience feedback was very positive from the music video digipak design and advert, which was very pleasing! In regards to our music video, all of the audience understood the concept of the video and enjoyed the unique concept of the video. The audience also liked the different costumes and in the video and one person said in the questionnaire that they most liked the costumes because they made the videos mise-en-scene more authentic. We had positive feedback from our digipak design too. The audience liked the colours and thought the use of shadow and illuminating of the pictures was effective. In bothe the digipak and the magazine advert, the audiences like the font ‘clubland’ and thought it fitted in well with the dance music genre conventions. The audience thought that the magazine advert fitted well to a dance music video but was individual at the same time.

   The final CD Cover  (front)


The final Magazine advert


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

In the overall production of our music video, we used a variety of different media technologies. To research the ‘dance’ music genre, we used Wikipedia and other websites found on Google, to find out the history behind dance music. This was very useful as it gave us a detailed insight into where and when dance music originated. It also allowed us to research dance music forms and conventions that we did not previously know. In addition, to find a song to use for our music video, we searched ccmixter.org.  This website has a variety of copyright free tracks on it that students can use for media purposes.  Although the process of sifting through tracks was time consuming, in the end we found an artist called Bo with a track called ‘rescue me’. Through this website we contacted Bo to ask for permission to use his track for our music video. To further research the music video genre, we used ‘You Tube’ and watched music video channels on television, for example, MTV (MTV dance) and VIVA. We researched artist like the black eyed peas and Cascada, to see how their dance music videos were presented. To present the research and planning section, we used a blogging website called wordpress.com. At first, we had some technical issues with placing uploaded pictures, but after some playing around with the settings on the website, these problems were overcome. As part of our research, every member of the group conducted individual research on findyourtribe.com. this website was used to find out what type of group you were part of, and therefore what kind of music we would listen to. We came out with similar ‘tribal’ results and we felt that the tribes we were categorised into would listen to the genre of music and watch dance music video. This was accurate as we all like the dance music video genre. This helped the overall making of the video, as we all knew a fair amount about the genre of music, this website confirmed that. many

To film our music video, we used a Cannon digital camera and also a tripod with safe setup, pan and tilt controls. We also used a NIkonD40 (automatic and manual focus/exposure) to take some photos for the blog. Overall, we didn’t have problems with the cannon digital camera. However, we did find that some of our close-ups were out of focus in some parts of the music video, so we had to re-film these shots using the correct focus. We found the NIkonD40 very easy to use and did not struggle to take good photos for the blog.

We used Apple’s Final Cut Pro Express to edit our music video. As we used a different editing package for our AS coursework, the first couple of times using the package was hard to get accustomed to. However, we gradually got used to the editing package and didn’t find many issues with it. We were very lucky to work on widescreen apple computers which gave us a feel for what the music video would look like on a television screen.

Our Digipak and magazine advert was produced on Adobe Photoshop and we used the NIkonD40 to take photos for these products. As a group, we felt that using Photoshop was very challenging as there are lots of different controls to learn and get used to. In the end, we used various Photoshop help websites in order to decide which controls were necessary at certain times. We were very happy with our final piece from Photoshop.

Working on our magazine advert on photoshop


March 21, 2011. Natasha Walters. Leave a comment.

Individual Evaluation Work- Emma Polden

Question One

In what ways does your media product use develop or challenge forms and conventions of real media products?

Our music video is a dance video which follows a narrative structure. This deviates from the usual genre conventions of a dance video which are usually concept driven. We realised that we must still ensure our target audience would enjoy our video and therefore we have kept some of the usual conventions in order for the audience to relate to them. An example of a conventional technique we used was our club scene. We used the drama block in our school which is a dark room and used some bright coloured green lights to add the the club scene effect. We seen a similar idea in Drake’s music video forever as well as many other dance videos. We also ensured we based our whole video around dancing which is very conventional to the genre rather than doing a performance based video. Nonetheless, we deviated from the norm here as we used many different dance types in our video. Inspiration for this came from Arctic Monkeys video Brianstorm

and Kanye Wests video Runaway

as they have used different dances to the type of music they are performing.

We have used quick paced editing throughout our video in order to make the fact we have used unconventional dances more conventional. For example this technique can be seen in Daft Punk’s video Around the World. We have used many close-ups, in our club scene in particular.

This makes the viewer feel more encaptsulated in the video as they feel like they are viewing the video from the protagonists point of view. The mise-en-scene of our costumes both deviate and conform to the conventional codes of a dance music video. The costumes used for our hip hop and club scenes conform to the dance genre.

We have included these costumes so that our audience can recognise these conventions and appreciate our video. However, the costumes we have used for our ballroom and ballet scenes do not conform to usual dance videos.

The reason we have done this is to have a bit of difference rather than completely copying the conventions to make our video stand out from others.

The concept and structure of our music video follows the narrative structure of a girl entering a box and finding herself in different dance underworlds. Although this hasnt been completely copied, we have got intertextuality from ‘Alice in Wonderland’. Intertextuality is one of Goodwins six point analysis theory for music videos from Dancing in the Distraction Factory. This is different from other videos in the dance genre as something like this hasnt been done before. We therefore believe our video has the individuality factor. Most of our ideas however came from ourselves as we began with simple ideas and progressed into our final dance video. We also have intertextuality from Black Swan due to our use of ballet dancers. Another of his points is a link between the lyrics and the music. There aren’t many lyrics in our song so the focus is on the musicality. We thought of using the lyrics rescue me as a theme throughout where each level a man has to rescue our protagonist. The final point which is apparent in our music video is the relationship between the music and the visuals. This is apparent due to the simple fact that the dancers will be dancing to the music.

Question Two

How effective is the combination of your main products and ancillary texts?

Our video we have created has a clear dance theme to it. Due to the different styles of dances, costumes and settings used throughout. The brand regarding that of our music video is simply bright colours and dancing costumes which we have used throughout our products for effect.

In terms of our digipak, we have followed through on many branding elements from our music video in order to create an identity for our specific product. For example the front of our digipak has a picture of our main dancer wearing the outfit she wears during our underpass scene.

However, before we got to our final idea for our digipak, we went through many stages and we had many ideas we weren’t pleased with. We started with the idea of having Natasha’s face split from different scenes. It looked like this:

It took a very long time to link up the face exactly from the different pictures, however it did look nice. We then added a background to the picture on photoshop by creating another layer. We added text and then used the brush tool to create the patterns down the side.

We still felt it looked too plain however and thought it didn’t fit well enough with the genre conventions. We decided here to get some intertextuality and therefore looked at digipaks in this genre. I looked at different digipaks already used for example Hadouken’s music for an accelerated culture.

As you can see the CD has very bright colours and stands out a lot and we liked this about it. We also looked at Daft Punk as he uses lots of geometric shapes to add to the techo dance feel to the music. We liked this idea and used it through the triangular shapes in the background. These triangles can also be seen on Hadouken’s digipak and this is when we decided that our digipak idea needed to be different in order to fit in with the genre conventions.

Therefore for our final digipak, we then followed through on some of the conventions as well as ensuring that our digipak links in well with our film.

We have followed through on branding elements from our music video in order to create an identity for our specific product. For example the front of our digipak has a picture of our main dancer wearing the outfit she wears during our underpass scene. This therefore links to our music video as she is wearing the same outfit. Furthermore, we have used a silhouette taken from a picture we took during our club scene and we have copied this picture from the inside left of our digipak to the back to ensure that it all links together nicely.

Our song is a house, club style of music and therefore our music video links primarily to the dance genre. In the background of all of our digipak we have copied the theme of colours triangles behind our pictures. It looks like lights shining down on them and is paralleled to our club scene giving the effect of strobe lighting. This is conventional as most house and dance tracks use strobe lighting and therefore this links in well with the genre. Our digipak is very colourful with the picture having a pink tint over it. This adds to the digipak as it is bright and conventional to the genre. The text we have used is called Clubland and is used in club and house tracks and therefore this fitted very well with the conventions.

We have used very similar branding elements from the digipak to the magazine advert. The use of the triangles in the background to look like strobe lighting has been used again in our advert. Furthermore we have used the silhouette in the background which links in with our music video and our digipak. We have used a different picture of our main dancer on the front of our advert wearing the outfit from the ballet scene but her facial expression is the same as from the digipak.

The reason we did this is because we wanted it to look different but still follow the same theme being tinted pink also. Again this follows some of the forms and conventions of other dance adverts with the bright colours, large fonts and the geometric shapes much like that of Daft Punk’s soundtrack designs for the film tron. We believe this is very effective as it allows the dance genre audiences to recognise key features however with the use of the ballet dancer on the front it adds some more interest to it making them more likely to be interested in our product.

However, before we got to this stage we again had many drafts of our advert. I scanned my first individual idea for our poster onto the computer:

However, the colours weren’t bright enough and paint proved not advanced enough and that’s when we moved onto Photoshop.We never used photoshop before so we found this to be the most difficult element of our project to master. Our first draft therefore is very simplistic

All we did for this poster was a simple white background, we inserted a picture and put it on top of a shape we had created. The font was a simple font already available on the Photoshop programme. We decided therefore that our poster needed more in order for it to stand out and the main character needed to be bigger so we created this:

With this one we simply inserted a larger picture into photoshop and added a few more shapes round the bottom and the top. The font was still the original from the Photoshop programme. However, we still felt there was something missing so we decided to start from scratch this time however with a black background. Now knowing how to use photoshop better, it was easier for us to get started. We used the internet for some step by step guides and came up with our final idea.

Question Three

What have you learnt from your audience feedback?

In order to find out our target audience for our music video, we did a lot of background research and got a lot of audience feedback from our ideas. The first thing we did was create a questionnaire with our first few ideas and see which ones worked. We discovered that the use of a club scene was popular with 100% of the people we gave our questionnaire to deciding that we should include it. We also discovered that it wasn’t crucial for us to have our artist present as only 50% thought it was needed and therefore we decided against it. Close-ups of the artist is a point from Goodwin’s six point analysis theory from Dancing in the Distraction Factory, however, we believed that our video has enough of his other points to remain enough like a music video and therefore we left this element out. The rest of our questions helped us to discover what else to do also : https://lipglossproductions.wordpress.com/2010/10/31/audience-feedback-from-our-questionnaires-2/.

We then collected what we had discovered from this research and created an animatic from the findings. We then showed an audience the animatic and we got good feedback from it with many saying that we needn’t change anything about it. We did however have to make the concept of the box more clear and we worked on this for our final video.

Once this was done, we thought about what kind of channels our music video would suit. We chose MTV Base, MTV Dance, Clubland, Smash Hits and KISS.  We created an audience profile for what we found our suitable audience would be like https://lipglossproductions.wordpress.com/2010/10/31/audience-profile/

From all of our research, we found that the target audience for our music video is teenagers from around 16-25 interested in the dance, house music genre. Music wise it will appeal to mainly boys however our video really aims at girls also by having our main character as a female they can easily relate to. It doesn’t appeal to a specific ethnicity only people interested in the type of music. We decided on this target audience as we this is the kind of music played at parties and clubs so younger people can relate to it. We based our video around the idea of dance with different types throughout and used fast pace editing to add to the club feel of our video also to appeal to the audience who like upbeat music and videos. In order to spread our target audience to girls we used a girl as our main character who they can easily relate to being around the age of the target audience. Furthermore the boys we used in it were of a similar age also. The audience is positioned as if they are involved in the music video going from scene to scene to help them feel involved and encapsulated in our video. This adds to the impact as they can feel like they can get involved in the music and dance along which is what they want to do.

After editing all of our music video and creating a vibrant digipak and poster, we decided we needed more audience feedback to ensure that we our work was the best it possibly coud be. We created another questionnaire and allowed a group of non media students to watch our video, look at our digipak and poster and tell us their honest opinions. Our digipak, music video and our film were all kept along the same theme with bright colours and dancing as the main theme. Therefore the feedback which came back from our audience feedback was good as they said our advert and digipak fitted well with not only the music video but the genre also. Therefore it would appeal to them and make them more likely to choose to buy our song. The feedback was generally very good, the only problem we found was the ballet scene where the mise-en-scene of the location wasn’t very effective, nonetheless, they said it wasn’t a huge problem and so we decided we would keep it.


Our digipak and advert has brightly coloured triangles behind the picture which add to the geometric feel of our products. This links to dance videos by artists such as Daft Punk. They also look like spotlights toward our main character showing her to be most important. These spotlights are similar to the ones seen in our club scene and what would be seen in real life also therefore adding a lot of effect.

We have used some similar conventions like this to ensure it appeals to our target audience as they like to see similarities. However we have experimented with different dance types in order to add interest. It was a risk but I believe this makes our video stand out amongst and against professional products as it has the interesting element as well as keeping some genre codes apparent to enable the audience to relate to the video. Our digipak and magazine are both very aesthetically pleasing with the bright colours that they would most definitely stand out.

Question Four

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

We used the internet a lot throughout our overall production. We went on search engines such as google and searched ‘dance genre’ and ‘the acoustic genre’ to find out what kind of conventions each genre included and found pctures which are associated with it. We used paint to create mood boards where we had all our ideas to choose which genre we preferred.

We then used Microsoft Office PowerPoint and created a slide show of both ideas so our audience could choose which genre they preferred also.


Once we had decided that we wanted to go with our dance genre idea, we decided that we didn’t want to go overly conventional and we began looking at YouTube videos such as ‘Runaway- Kanye West’ who alter the boundaries of their genre and we liked the use of different dances in it. We found the internet very easy to research things like this.

We also used the internet to create our blog. The website wordpress.com was very simple to use and we had little problms changing the backgrounds.

To film our music video we used a Canon HV30.

We had used the same camera in our AS year so things were very easy to remember and filming we felt went well. However when we looked back at some of the footage, it was out of focus and as a result we had to go back but this time make sure the automatic focus was on when we did some close-up shots such as that of our sign ‘let the music take control’.

To edit our film we used Apple’s Final Cut Pro Express on our school computers. This was a new software for us as in our AS year we didn’t have Apple computers. It therefore took us a bit longer to work out how to do simple things such as add in transitions, however we worked it out and discovered they were more similar than we first thought. The only real problems we had was ensuring we had enough footage to link all our film together without any jumps In fact we have two mistakes in our film, one Tasha’s hair changes and the second the ballroom boys top button keeps opening and closing throughout the footage. However, there wasn’t much we could do about that when we discovered in our late stage but we believe we edited it well enough to keep it looking as fluid as possible.

For the production of our digipak and magazine advert we took pictures using a Nikon D40 stills camera

and used the editing facility Adobe CS5 Photoshop.

Photoshop was new to us as we didn’t have to use it in our AS year. Therefore this was probably the hardest element for us. Nonetheless we gradually became more capable at using the software and came up with our first idea which looked like this:

We thought it was rather plain however it was good for our first ever try on photoshop. We used the internet for some step by step guides and came up with our final idea which looks like this:

We found out that you could insert a font from another website so we downloaded a new text called ‘clubland’ from a website called http://www.urbanfonts.com and added it into our photoshop texts as none of the conventional ones really fitted with our music video theme. We also tinted the main character pink as we believed it looked nicer this way. With another picture on the background layer it added texture to our advert. Using shape tools we created many different layers of shapes which looked like spotlights and this is how we finally came up with our final piece.

With our digipak, we had the same development process on photoshop. However we had created the advert already and therefore the changing of our draft into our final digipak was easy as we copied most of the ideas for our poster in order for them to fit well together. We went from this:

To this:

Although it was hard to use photoshop, we never found any large problems and therefore the creation of our work proved quite simple to complete once our idea was clear.

March 21, 2011. Emma Polden. Leave a comment.

More audience research

In order to complete our evaluation in the next few weeks, we have to do our final piece of audience research. We have gathered current A2 and AS media students and other sixth form students together to watch our music video and see our final magazine advert and our digipak design.

We have made this questionnaire to give them to see what they think!

1. Do you think it is a good dance music video? _____

2. Do you understand the concept of the music video? _____

3. If so, explain the concept in a couple of sentences.

4. Do you think the pace of the editing reflects the pace of the song? _____

5. Do you like the song ‘rescue me’? _____

6. Do you think the song lends itself well to the concept of the music video? _____

7. Do you like the colour scheme of the poster design and the digipak? _____

8. Do you think the poser looks authentic? _____

9. Do you think he digipak looks authentic? _____

10. Do you think the music video fits the ‘dance’ music video genre? _____

11. If answered yes, what characteristic does the video posess to fit this genre? _________________________

12. Does the digipak and poster fit with the music video? _____

13. Do you think the costumes portray the different types of dnce included in the music video? _____

14. Overall, what was your favourite aspect of our branding/music video? ________________________________

15. Overall, what was your least favourite aspect of our branding/music video?

February 6, 2011. Emma Polden, Natasha Walters, Sabina White, Shanice Chapman. Leave a comment.

3rd Feb – Editing and Magazine Poster Finished.

After talking to our teacher and staying behind in lessons, we have finally completed the editing of our music video and the design of our magazine poster!
After watching through a rough cut of our music video, we decided as a group to tweak a few shots which didn’t seem to show continuity and also some shots we felt need to be replaced such as a dark close up in the last scene with the hip hop dancing was removed and replaced.
Also with our magazine poster, we looked at our rough idea again and discussed as a group and with our teacher what we could do to make it a bit more interesting and to follow the connotations of our sound tracks genre. We fiddled with photoshop and the font for the texts and it came together perfectly. We tweaked the font into a style called “Clubland” and added a better colour co-ordination to match with the rest of our work.
We are happy with our completed work and will discuss our achievements and what we would change/improve in our evaluation.

February 3, 2011. Emma Polden, Natasha Walters, Sabina White, Shanice Chapman. 1 comment.


After editing our video and looking over the footage we’d recorded we felt that a day of re-filming was necessary due to numerous results, for example in the ballroom scene there was a considerable lack of close-ups. On Wednesday the 26th we began re-filming for the ballroom scene and to ensure contingency watched over the video and noted down what would need to be brought along on our shoot, the most important things we had to remember to try to remain the same were the costumes, so Tasha and Sean brought in the exact outfits they wore on the day and styled their hair the same. We obviously also brought the box along as this has been present and an ongoing theme in all our scenes. The day went quite well and  the filming undisturbed and filmed many close ups of the protagonists which we edited in the next day during the lesson.

February 1, 2011. Emma Polden, Natasha Walters, Sabina White, Shanice Chapman. Leave a comment.

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