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  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 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 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.

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