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.

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