NO SCRUBS

Evaluation

1 . I N W H AT WAY S D O E S Y O U R M E D I A P R O D U C T U S E , D E V E L O P O R

C H A L L E N G E F O R M S A N D C O N V E N T I O N S O F R E A L M E D I A

P R O D U C T S ?

Our media product fits

many conventions of a real

girl-band R&B music video

including many close-ups,

costume changes and a

variety of mise-en-scene

elements including a bar

and a limousine. These are

typical for this genre of

music and also shows the

sophistication of the girl

band.

Although our music video uses some of

the conventions for a real R&B music

video, we do challenge some of them.

Many girls in R&B music videos wear

very provocative clothing, whereas the

girls in our video wear more

sophisticated clothing. The girls are

very much in control of the men

featured in the music video, showing

their power and independence. We

decided to subvert the male gaze by

having the female gaze.

In relation to Goodwin’s theory, some of our lyrics

match the visuals such as the lines ‘of his best friend’s

ride’ and ‘trying to holla at me’.

From research, I found that many videos use particular colours in their videos. Our main colours used in the video are black, white and red. Black and white are also used as the background colours in some of the video. We also use leopard print to show that the girls have a fierce side and this is used a lot through the video and was also used on my digi-pack and poster.

A very common convention of R&B music videos is to have very fast cuts. We have used this in our video as our song is quite fast-paced; especially the rap. This keeps the video more exciting for the audience and also matches the beat of the music.

2. HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN

PRODUCT AND ANCILLARY TEXTS?

I feel that the main product along with

my digipack and poster are a good

combination to show the genre of music

and the style of the girl band. The

element of leopard print from our

clothing is kept to show the fierce side to

the band. I also used crystals to show

the glamorous side of the girls. The

colours black white and red are the main

colours which are also the main colours

within the video.

DIGIPACK

POSTERThe digipack is very recognizable from the poster and therefore will be easy for people to find when they are looking for the digipack. The black and white effect on the photo makes the logo and release information very bright and bold, again using black white and red, keeping the leopard print element. The i-Tunes, HMV, amazon and ‘Scarlett Divas’ web address is appealing to many people using theoption of ordering the digipack online. The Scarlett Divas web address is also promoting the band.

3. WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE

FEEDBACK?We received audience feedback from 17 and 18 year

olds  with the majority of them female which was very

helpful as this is 'Scarlett Diva's' target audience.

The first time they viewed our video, we got many

positive comments. They liked the outfit changes and

they felt that the colours worked well.

They also felt that the mise-en-scene worked well with

the ideology of the band. One piece of constructive

criticism that we received was  that the whole video

needed to be as fast-paced as the rap. They said that

the chorus especially needed to be faster-paced. We

then went back to our video and added more cuts into

our video, especially the chorus. After viewing our

video for a second time, we received a lot of positive

feedback. They especially enjoyed the still images at

the beginning of our video.

However, they were unsure about the end of the video.

We posted our video on

Facebook, Twitter and

YouTube to receive

feedback. We had many

likes on the video on

Facebook as well as 161

views on YouTube.

ONLINE FEEDBACK 

4 . H O W D I D Y O U U S E N E W M E D I A T E C H N O L O G I E S I N T H E

C O N S T R U C T I O N A N D R E S E A R C H , P L A N N I N G A N D E VA LUAT I O N S TA G E S ?

I first used new media

technologies to research

other music

videos,digipacks and

posters in order to

analyse them. I also used

it to research music video

directors. It also allowed

me to find out facts about

music videos and

research record labels. 

CONSTRUCTIONWhen constructing the music video,

we used new media technologies in

order to edit the video. We used Final

Cut Pro. This programme enabled us

to add the music, add effects including

split screens, and cut it to the music.

It also made it easy to make sure that

the lip syncing was in time. I also used

Photoshop in order to design my

digipack and poster which enabled me

to edit photos, and add effects.

EVALUATIONFinally, I used new media

technologies in order to get

feedback for my evaluation. I

used Facebook, Twitter and

YouTube to post my video on and

get feedback. This was effective

as it allowed more people to give

feedback as many people within

our target audience use these

social networking sites.