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Evaluation Dialogue In what ways does your media product use, develop and challenge forms and conventions of real media products? When I first started this project, I looked at a handful of successful music videos and compared them with a few ideologies and theories about music videos. After this, I agreed with many of these concepts and felt it paramount that I included some in my final music video. To start with, according to Diane Railton, my music video falls under the genre of ‘Live Performance’ as the video consists purely of the artists miming to the track. In Andrew Goodwin’s book ‘Dancing in the Distraction Factory’, he has some main codes and concepts that he feels are apparent in all music videos. One of these codes is that ‘there should be a relationship between the music and the visuals. As my music video is clearly categorised as a live performance, the main way that I could achieve this relationship was to make sure that if a particularly predominant part is being played by a band member then I made sure that the band member is in shot. For example when Mike, the lead guitarist is playing his solo, he is the only person on screen. I also could achieve this by using a panning shot for the chorus in contrast to the static shots of the band members during the rest of the song. I feel this links in with Andrew Goodwin’s theory because the change in shot falls perfectly for the change in sound with the chorus. Goodwin also said that there is a demand for close-ups of the artists. I believe this is to build a star image which in tern will massively help towards the success of the band. I have included close up shots of the band members in all three parts of the project (Music Video, Digipak and magazine advert) to reflect this concept. In contrast, my video challenges some media forms and conventions. For example Goodwin says that voyeurism is likely within music videos, this is mainly aimed at R&B/Hip Hop genres b applied to the indie rock genre of my video. My project also contrasts to real life codes in terms that there are no intertextual references anywhere in the 3 items. How affective is the combination of your main media product and ancillary texts?


Along with the music video, I created a digipak and a magazine advert to help promote the band and sell empire as a brand. It was very important that all three items complimented each other and were all clearly promoting the same product; Empire. At the beginning of my project, I decided on a clean-cut, minimalistic which I feel reflects the band personally and their sound. This type of style does not require huge amounts of time on Photoshop to create each item so I had to focus on how I was going to design each one to maximise impact of the item. I firstly decided on a colour scheme to do this. Last summer we got a new logo deigned for us which is shown on the opening slide of this evaluation, which is great because I didn’t have to waste time finding a font or design to fit around the band. The logo is a burgundy colour on a white background so straight away I have a minimalistic yet effective colour scheme I could use throughout the items. In terms of the digipak design, I wanted it to be very simple. Even more simple than it is now! This is because I felt that if I were to fill it with images and cool artwork, it would feel cheap and gimmicky. So I only added one image of the band in the inside cover of the digipak. This same image is used on the magazine advert so the two instantly have a relationship. I felt that, because the magazine advert is a larger space, that if I were to leave it empty but the band logo, it would feel too plain. Therefore I decided to add a strip of grey in the lower half which introduced a break from the white and burgundy background but in no means clashes with it. Looking back, I would’ve changed the images of the band members from a black and white image to a still from the music video as I feel the shots at the moment don’t engage the fans enough and don’t link as well as they could with the music video. What have you learnt from your audience feedback? Audience feedback has been of great importance through out this project. With the risk of sounding smug, the feedback has ensured me that the project has been a success. I regret not using surveys earlier on in the project which could have increased my knowledge of my target audience and what I could have done to taylor the music video to their expectations and demands. But from individual conversations with peers and fans, I learnt in the designing stages that my ideas for the design and look of the items weren’t as suited to the style of music I was using as I thought. Hence why initially I was looking at directors such as Spike Jonze for inspiration but my final video had little correlation to his work.


My post production survey on ‘Surveymonkey’ helped me to identify areas in which I could have improved on, such as adding a narrative or a wider variety of shots in the video as 40% of participants felt that the video was quite repetitive. How did you use new media technologies in the construction, research, planning and evaluation stages? Without media technologies, this project wouldn’t have left the pen and paper. It is of the upmost importance to use as much a possible to gain maximum inspiration within the planning stages of the project. Video sharing sites such as YouTube and Vimeo have millions of users that are constantly viewing new music videos. The great thing is that you chose to watch what you want to watch, thus instantly creating a target market to set in sites. I spent hours on YouTube searching through established music videos, trying to find inspiration or a video with a similar feel that I desired. This became a critical factor in shaping my final video as I came across Beady Eye’s video for ‘The Roller’ which I wouldn’t have normally watched but I viewed it and pick up the techniques of split screening throughout the video to add interest. I used Social networking sites such as Facebook and Twitter to contact the member of the band to discuss the video and even organise when to shoot the video! Without these social networking sites, distributing surveys and test footage would’ve been very time consuming and probably wouldn’t have had as large of a response. To be able to get quantative data back from peers in the research part of the project I used Survey Monkey, whereby I set up a survey and shared a link so people online can quickly take the survey. In terms of software I mainly used Final Cut Pro edit all of the test footage clips, rough edits and the final edit of the video. I found it a little challenging to get used to but with the aid of the internet, I had a vast source of tutorials of this software. This helped me overcome any hurdles in the edit and pick up tips to make for a more professional music video and to save valuable time and frustration.

Empire - Heartbeat Evaulation  

a2 evaulation

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