Evaluation Video’s


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

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.

New deadlines

Our new deadline for our first draft edit is: 04/02/11

Our deadline for our digipack is: 11/02/11

Our deadline for our evaluation first draft is: 18/02/11

Our deadline for our final evaluation is: 11/03/11


We are very close to finishing out first edit for our music video and we are starting our evaluation next week. We still need to do work on our digipack but we are confident that we can make our deadline!


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

Ideas for the digipack

we have all played around with photoshop and other programs to each make ideas for the digipack.

we are still unsure which photo will be our key image for the cd cover and the magazine advert/poster.

This is an example of an early idea that we had. (combining images of multiple scenes in the music video.

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

Meeting-31 January

Over the last week we have been working non stop on our editing and our magazine cover. There have been many problems with the computers which has been slowing us down a lot. Our edit of our magazine cover got deleted so we had to start again on Monday 24th. Our original background was white but we changed it to black now so we like it a lot better anyway. Shanice did our drama block scene and that unfortunately wasnt saved on the computers either so today me and shanice are getting that done again in the hope that it will save this time. On Wednesday 26th we went out to refilm our ballroom scene with a lot more close-ups this time. Last thursday we put our new footage in and that section is complete. Once our final bit of footage is put in we will have our final cut complete. Our plan is for two of us to work on the magazine and two to work on the editing and we will have it complete before the end of the week. The CD cover wont take us long as we are just using the magazine but making it a smaller size for our CD so they match and compliment eachother.

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

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