C:\Users\Hannah\Documents\Music%20 Video%20 Evaluation[1]

$Page 1: C:\Users\Hannah\Documents\Music%20 Video%20 Evaluation[1]$
Music Video Evaluation

Hannah Thorne, Ashley Beattie and Amy Newton

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

products?• Our video uses some professional conventions of music videos.

Conventions such as lip syncing, we did this because it proves to the public that they are the singer. We also used slight choreography that is also used in professional music videos, for example “Haven’t met you yet” by Michael Buble. We have also used a story line within our video; moreover this convention can be seen in professional videos such as Beyonce’s music video “If I were a boy”. My group also included the convention of different locations in our music video, locations such as high streets and parks so younger viewers could relate to these settings. However, we have not included music conventions such as band performances as it is only one singer in our video and the song does not feature accompanying musicians.

Michael Buble- ‘Haven’t met you yet’ Beyonce- ‘If I were a boy

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

products?• We have also decided not to use formal dance routines

displayed in professional performances, such as Michael Jackson’s thriller as we knew this convention did not fit the genre of music. Also we did not shoot in a studio as we wanted to create a day out, so it would not have been effective using a studio as the setting would not be realistic. Because we did not use a studio, lighting was naturalistic but limited. The natural light gave a sweet and non-Hollywood feel and gave the impression that the performer was on a date. We have also challenged the conventions of music videos by using photographs as shots rather then filmed shots. We did this as it gave the audience the impression that the two performers in the video are on a date and are being playful with each other.

Michael Jackson- ‘Thriller’

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

• Whilst in production, we had to take into consideration the purpose of ancillary tasks and why they exist in the media. Their purpose is firstly the magazine advert is used to give reminders to the audience that this artist is releasing new music, or to spark an interest or introduce new music artists or perhaps to raise awareness for the singer new music. Our ancillary tasks effectively combine with our main product by displaying Aleks in a laid back and naturalistic way. This is portrayed by the image used on our magazine advert, which displays Aleks in a casual way in everyday locations such as shopping high streets and parks. We chose to use this location so the audience could relate to Aleks and fee relaxed and comfortable whilst looking at the advert, thus selling more copies of the album as Aleks would come across as appealing to the public if they can relate to him.

CD Cover


• The font we used was black and white, classy and stylistic. We chose this because the italics and style of font a suggests of the genre of music. Also his clothes we chose for him to wear in the advert, which was the black and white suit, completed the mise-en-scene of swing music as well as the microphone we chose for props. This whole image compliments the mise-en-scene of jazz and swing music, which would appeal to an older audience as they grew up with this genre of music. We chose the locations because we knew it would appeal to our younger female target audiences as the street look would make young people associate the location, the shop front gate, with their weekends. Also we presented the Aleks as laid back, very naturalistic, clean-cut and the type of male who was the boy next door. Therefore, this image makes him suitable for a wider range of female audiences, if he is illustrated this way.

Magazine advert


• Moving on, a digipack would be made rather then having the listener downloads the song or album is because it satisfies customers or fans of that artist, who collect hard copies of music. Also with the use of a digipack, it gives a professional image of the artist which the listener buys. Another reason why a digipack is used is because it gets across their sense of style to the viewer/listener. Also, with the info booklet inside, it makes the buyer feel as if they are getting more for their money when they buy hard copies of music. Our digipack is very similar to our magazine advert as we wanted to display a connection between the two so the audience could easily identify the advert with the digipack. We chose the same colour font and style as this emphasised the connection between the two products. Also we used the same locations and similar locations as it complimented the connection between the two again.

Michael Buble – ‘Call me irresponsible


• We chose not to use different ideas or concepts for the digipack and advert as when we looked at professional examples, they their products seemed to have this flow of a chosen concept whether it was their colour scheme or images, professional ideas such as Ellie Goulding’s new album concept where they have this concept of glitter and the single image of the artist. We decided no to have an information booklet inside as we felt it would distract the buyer from the images on the digipack, we did this because we felt that the artist and the music was the most important thing as a digipack. Also, we chose for some of our images to be shown in black and white as we thought this would add a classier feel to the digipack and when looking at other jazz albums such as Michael Buble’s album ‘Call me irresponsible’.

Ellie Goulding magazine and advert concept

What have you learned from your audience feedback• Criteria for success in our group is to have our production finished, which we

achieved, also it was to a very sweet, laidback and enjoyable music video for a wide group of female audience aimed from 14-40+. From our audience feedback; we have learned that our overall production was successful, however there are a few aspects our music video that was unsuccessful or could have been improved. Firstly, the audience enjoyed the series of photographs posing as shots. We came up with this idea from earlier feedback when the audience suggested that we needed to give the feeling that the two actors were on a date, so we came up with the idea of pictures as it gave a fun sense and a day out idea. They pointed out that these playful shots gave a sense that the performer and the actor were on a date. They also commented on the continuity of the music video, they mentioned that the pace flowed well which was also praised in previous feedback. We also learned that the happy, sweet and laidback emotion was put across well so we achieved success in that perspective. Positive audience feedback also mentioned that the walking away shots worked well and there was excellent use of tracking shots. However we learned there were jump cuts which the audience said were too sharp and we could’ve improved this sequence of shots by adding a wider variety of different shots. Audience feedback also suggested that lip syncing was generally done well, however there were a few shots when the timing was slightly off. This was commented on in previous feedback; however it could not be remedied due to lack of time for filming. The audience commented that the shot sizes needed changing so they fit the screen, so this was easily corrected with the use of digital technology.

An example of one of the photo shots

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

• It can be argued that without modern media technologies such as the internet, professional productions such as music videos could not be done. When looking back at how modern media technologies helped us with our project, we realised that we would still be able to produce a music video, but no in the time we have done. Firstly, media technologies in planning gave our group major assistance. When in the planning stages of our production, the internet was a big help in organising and getting inspiration. For instance, when we wanted to look for professional examples of various productions, such digipack, magazine adverts and music videos, we turned to internet websites such as You Tube and Google to research professional music videos and adverts. With these examples, we were able to gain motivation and then planned our project.

Evidence of planning: Our blog which we used for

planning


• Also, with the help of our blog, we were able to schedule filming and get organised, so this dramatically aided our project and minimised time. The animatic also helped us greatly with our planning, it helped us to see whether the shots went with the pace of the, if there were not enough shots, if we could achieve the style or not and also helped us plan our music video. This helped us with our planning because it gave us a rough idea of our music video concept and helped us determine if we would have to redraw a new animatic. With media technologies helping with the construction of this project would have to be the digital editing. This enabled us to cut and add shots without having to start filming or editing again. Also it helped when it came to audience feedback as we were just able to correct bad elements of the music video.


• We were also able to make our video more technological with different effects, transitions and use of colour, which would not have been available to us without digital editing. Also, audio technology aided our project as we were able to edit the song of our choice so we did not have to film as much because of unnecessary instrumentals. When it came to our ancillary tasks, media technology such as Photoshop was able to help our production. This is because we took many images in front of shops with the gates down, so we were able to edit out inappropriate graffiti and adjust lighting without having to retake the series of pictures again.