Final Evaluation

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

In order to make sure that our video task (promotional music video for a song) looked professional and of a high standard we decided that it would be best to use mainly conventional features that we found appeared in music videos that we researched during the pre-production stage similar to the target audience that our own video would appeal to. We felt that the easiest way to display how we both used and challenged conventions was to select several videos to compare our own music video, these videos most importantly being of a similar genre of music & target audience (indie/grime/electronic rock & 16-25 year olds). The videos we chose to compare our video to are:

You Me at Six - Kiss and Tell
You Me at Six - Gossip
Travie McCoy - We'll Be Alright
Hadouken! - Liquid Lives

To compare our video with the above we selected clips from each video, focusing on camerawork/angles, mise en scene, lighting and editing to compare and contrast with clips from our own. These similarities and differences can be seen in the videos below.

Comparision of Camera Shots/Angles

Comparison of Mise en Scene

Comparison of Editing

Comparison of Lighting and Sound

As it was important to our group to challenge/use media conventions within the video aspect of our coursework, we took the same approach when it came to producing our printed tasks. Similar to our video, we decided to use and challenge media forms and conventions to ensure that our finished product would look professional and appealed to the correct target audience. However, due the fact we were producing a CD Digipak (album cover, inside sleeve, back cover) and a magazine advertisement we thought that this would also allow our products to maintain an element of consistency with each other. In order to effectively display how our printed tasks use and challenge media forms and conventions we have created presentations using website Prezi comparing our own products to professional ones.

CD Digipak Front Cover Conventions on Prezi

CD Digipak Inside Sleeve Conventions on Prezi

CD Digipak Back Cover Conventions on Prezi

Magazine Advertisement Conventions on Prezi

2 - How effective is the product of your main product and ancillary tasks?

One of the main things we hoped to gain from ensuring that both our ancillary tasks and main task looked professional was that the products would be able to be easily related to each other - meaning that the target audience would be able to tell that the magazine advertisement was from the same people that produced the album artwork etc. This meant that we had maintain an element of consistency throughout the products to make them look professional. We achieved this by using the same font/theme/features in our video, magazine advertisement and CD digipak.

Combination Of Main Product & Ancillary Texts on Prezi

3 - What have you learned from your audience feedback?

A key part in ensuring that our product appealed to the correct target audience, was collecting audience feedback and feedback from our lecturers. We decided that by collecting feedback throughout the production process, we would benefit more as simply getting feedback at the end of production may mean that a large number of changes would be needed to suit their tastes. Therefore, by collecting feedback after each draft it ensured that should any changes need to be made, they could be done in simple stages rather than in one big chunk at the end of production.

Feedback from our lecturer

                     Magazine Advertisement                                                  CD Cover (part of Digipak)

We also sought feedback from our peers once the music video had been produced which can be seen written on post-it notes below. Pink notes were used to indicate positive comments and things they liked about our video whilst yellow notes were used to indicate criticisms and things they thought we could have did better. From the feedback we found that one of the most common things they liked about the video was the reverse effect used - they considered it to be unique. We also found that they found the handheld camerawork added to the realism of the video and linked to the theme we hoped to portray through the video (a party similar to the likes of Skins tv drama). When we received this feedback we were pleased at it showed our music video appealed to the correct target audience and achieved the desired effects we were hoping for from the camerawork, music etc.  However, we also received some common criticisms. These were mostly regarding the end of the video - people thought that the dialogue was unclear and the editing was not to the highest standard. We also found some people did not understand the plot completely which may have been due to the fact we had not been clear on this before we introduced the video. We also found that people thought that some scenes lasted too long. This was something in particular we agreed with. As we shot hours of footage, most of it was unusable, therefore we had to pick the best footage to fill out the video and simply use that due to time constraints and being unable to re-film the main part of the video as people were unavailable. The feedback notes can be seen below.

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

In the production of our Media Coursework we have used a variety of new technology in order to complete it. These technologies take the form of both software and hardware. For example, one of the most important pieces of hardware was a computer. As we needed it to access Blogger for the written aspect of our coursework and also to use the software Adobe Photoshop to complete our print tasks. The Videos and Prezi Presentations explain our usage in greater detail.

Blogger - Process of the entire project

Equipment - Computer, Camera and Tripod.

Equipment - Computer/Camera/Tripod on Prezi

Construction of printed tasks and music video

Gaining Feedback on our work

Gaining Feedback on Prezi

Overall Final Package - Music Video, Magazine Advertisement and CD Digipak

After completing all of the necessary research and planning, as well as amended drafts upon feedback of our work we have finished the final drafts for each of our products. Each of these can be seen below.

Music Video

Magazine Advertisement

CD Digipak - Front Cover, Inside Sleeve & Back Cover

Overall, myself and my group members are delighted with the outcome of our final products. We feel that each product is consistent with the theme we decided to use and more importantly are consistent with each other which allows the products to look professional. We feel we have met the project brief to a high standard.

Peer Feedback - Music Video Final Draft

In order to ensure that our product was appealing to the correct target audience we decided to conduct feedback for our video. We did this by showing our classmates our music video and asking them to write comments of what they liked/disliked about our music video which I will be analysing in further detail in my final evaluation.
The images of the feedback can be seen below.

However, we did feel that this was a relatively small number of people to receive feedback from, and may not contain a completely accurate sample to help use determine how successful and appealing our music video was to our target audience. To help us get a larger and therefore better sample of our target audience we decided to upload the video to Youtube and blogging site Tumblr.

Video uploaded to group member Cally's Youtube channel

Video posted onto my own blog on blogging site Tumblr.

We chose these websites as they are extremely well known, and are also very popular with our target audience. This would allow us to get a bigger amount of feedback from the correct target audience. The slight problem we encountered was that as the video had only recently been produced and uploaded, there has not been a large number of feedback given as it can take a long time for things to be circulated around the internet. Therefore, we felt it would be better to view the comments we had received so far. From what we had received we found that people liked the reverse editing used in the video and a good use of camera angles and shot types.



Music Video Second (Final) Draft

After receiving feedback from our peers from the first draft of our video we found that they liked the way that the clips had been placed together and the editing used. They also liked the narrative aspect that we applied to the video, their only criticism was the absence of a soundtrack or dialogue. However, this was to be added in the draft we were in the process of producing so this was irrelevant.

After creating the first draft of our video, and thus the narrative element we needed to then alter the video to produce our final draft. The most important thing we needed to do was to reverse it. To do so we uploaded the video into Adobe Premiere Pro and selected reverse speed. This changed the whole video around, so that the video would begin at the aftermath of the party, and end before the start of it. However, as the end of the video needs to be in the correct time format we simply added the original clips of the scenes of Cally and Nikki before the party complete with dialogue at the end of the party. After placing the clips together, we then uploaded the chosen soundtrack to the video - We Are Rockstars by Does It Offend You, Yeah?. The song was placed over the clips editing out any noise from the original clips, the song is also lowered on the parts where the dialogue is featured. The final draft of our music video can be see below.

Music Video First Draft

We wanted to storyline and scenes of our video to be played in reverse, with only the ending being in the correct time format. This meant that the events would be played backwards - the aftermath of the party would be shown first, then the main party and ending with the previous night before the party. However, before we could do this we needed to place all the clips we had filmed together to create a montage. The video below displays the clips in the correct order without any dialogue or music added.

The software we used to place the clips together was Adobe Premiere Pro, we firstly placed the clips in the correct time order and format to display the order of events. The story starts with group member Cally, knocking on the door of group member Nikki's front door trying to persuade her to have a quiet evening. The video then jumps to a montage-like series of scenes displaying the party. We felt the rapidness and short clips would help emphasise the chaotic atmosphere of the video. The story then goes to the group members falling out of the derelict building and going into a woodland area attempting to get home. We are very pleased with how well the video has initially turned out as the editing seems particularly smooth and continuous making it look professional

Music Video Shoot Recordings

Music Video Props and Equipment.

As we have chosen the theme of a party, which will need to be extremely controversial we need a large variety and number of props. The images below are from photography site weheartit.com depicting various party-type situations that contain several props that we could use in our own music video.

After looking at several images and videos we found that there were are number of props that were commonly used:

• Balloons
• Streamers
• Food
• Drink (alcohol)
• Costumes (fancy dress)
• Cigarettes
• Water Guns
• Confetti/Glitter

We decided to try and efind as many of these props as possible to include in our music video by using as little money as possible and via friends/family to save on costs. By using the props above we hope to make our music video look professional and conventional within our genre and to heighten the atmosphere in our video.

Music Video Chosen Location.

To decide what locations we wished to feature in our music video we looked at locations which would fit in with our genre of music and most importantly be suitable for the theme of the video. As the video would revolve around a party we thought that it would be best to film in a disused or derelict building, with some scenes shot in woodland areas, due to the plot of the video. However, as we may have encountered some problems with permission when filming in a disused building we changed our minds and thought it easier to simply film in a location we could easily gain access to. Such as a room of a group/family member or friend that would enable us to still create the look of a derelict environment. Below is an image of the location we used to film the 'indoor/party' scenes of the video.

The location shown is group member Cally's garage/outhouse building, however. None of the items within the image are used in the video. We felt that this location was ideal as it gave the appearance we wanted due to the bare walls and cement flooring, adding an element of abandonment. Also, due to there being changes in the amount of people featuring in the video this meant it would look less like a big party. However, the size of the room played to our advantage as the relatively large number of people compared to the size of the room meant that it still looked like a busy atmosphere. Below is an image we used to film the opening sequence of the party, which actually depicts the end of the party as the video is shown in reverse.

The location is where we orginally planned to film the scenes of the party, however as we could not gain access to it we decided to film the opening scenes from an angle which would make it look like group members Nikki and Cally were leaving the party - so that it seemed the rest of the video had in fact been filmed in the same place. The image below is the final location that we used in our music video.

The location is a woodland area situated near to where the disused building is located. This meant that we could easily film both scenes at the same time and helps create the illusion that the area is desolate and isolated rather than where they were actually filmed. The location also allowed us to display the time scale of the video, as the sky enables the audience to see that it is the morning after the party when the ending scene of the video can be seen which is at night. Below is the location of the final scenes, showing group member Nikki's house, being persuaded by Cally to go to the 'party'.

Full Storyboard and Shot Types

To ensure that we, and each of the cast members within our music video know what they are doing throughout the recording proccess we created a storyboard containing what/who will be featured in each shot along with camera angles, movements and shot types. This is very important as it will allow the recording process to be done as quickly and efficiently as possible, by avoiding any confusion between cast members and where/how the camera should be placed. It will also mean that we will be organised, knowing what props/actors need to be in each place at a particular time. The full storyboard can be seen below. 

For the purpose of the plan, we felt it would be easier to contain each shot that will be featured at the end and beginning of the video as this is where the narrative is. The middle (party scene) will be a variety of short, fast-paced clips similar to that of a montage, therefore we decided to only include a few of the shots that we would definitely like to include in the montage. Other clips will be used, however they will be based on the behaviour of the cast members at particular moments when we position the cameras in the correct position during filming.

Music Video Location Recce

Before filming our music video, we must ensure we have considered every aspect of health and safety by answering the recce questions.
Are there any potential hazards that could pose a potential health and safety risk where your music video will be taking place?
Due to the locations we will be filming in - woodland areas and abandoned places, there are several hazards that could present serious risks. For example, when filming in woods there will be objects such as rocks and branches which could present a trip hazard. Also, in the abandoned place there may be tripping hazards and dangerous items such as sharp objects.

What will you do to ensure these risks are minimised?
To ensure the risks are minimised in the woodland area we will choose a small area, that we will tidy should there be any rocks or broken branches lying around. For the abandoned places that we will film in we will clean the area first to get rid of any potential hazards using the appropriate methods.

Will the time of day/weather affect the outcome of the music video?
Due to part of our music video being filmed outdoors we need to make sure that it is not windy or raining - similar to the conditions of our photoshoot so that we do not damage the equipment and so we get the best conditions possible to allow us to shoot our video. However, we would like to film part of our video at a late part in the day which may not give us enough time to capture all of it in one day meaning we may have to spread the filming over several days.

Have you considered lighting? What about the problems of natural lighting? Will you need to use a flash?
Due to the time of day we will be filming we may need extra lighting for the location and the camera to make sure that everything will be visible enough in the scenes.

Do you need permission to record your music video in the location you have chosen?
As we are filming parts in woodland areas we will not need any permission. However, as we want to film parts in an abandoned area we will need to ensure that the area is in fact abandoned and is not anyones private property.

Are other people likely to be an issue for you?
For certain parts of our video we will be filming in public places so other people could walk past and cause an  issue for us. However, if this is the case we will simply choose another location or ask the people politely to move until we have finished filming.

Are you reliant on lifts/props/friends' equipment/models? How have you planned that these things will come together at the appointed time?
Our music video will be featuring a large number of people, to make sure that it looks proffesional. This means that we will have to get in contact with as many people as possible in order to arrange a suitable time that everyone is available to make. Our equipment will be property of the college so we will need permission from our lecturer before we can begin to record.

Location Ideas - Music Videos.

As the theme of our music video revolves around a party, the other members of my group and I decided to choose an urban location to film as it will add to the videos atmosphere. Below are some images similar to the location that we will choose.

We chose an abandoned, run down area to add to the atmosphere, as in our research we found that these areas are popular in TV shows such as Skins which is popular with out target audience. It may also allow them to find our music video more interesting and easier to relate to.

Time Management (5 Weeks Until Deadline)

As part of our A2 media studies coursework we were required to complete several posts relating to research, planning and inspiration to create the initial ideas for our music video, CD Digipak and Magazine advertisement. After we had looked carefully at the inspirational texts we had chosen we then created the flat plans for our products and the subsequent first drafts. In order to improve our products as much as possible we sought feedback from our peers and lecturers regarding our print tasks and made changes through several drafts. At this point in the course, we have successfully completed all aspects of our printed tasks. Therefore we have now begun the proccess of producing our music video.

With 5 weeks to go until the deadline we have completed the following tasks:

• The initial plot idea for our music video.
• The conventions we will try to include from our chosen genre of music.
• Costume/Make-up/Character ideas.
• Chosen Soundtrack.
• Rough draft of our storyboard and shot types.

The above tasks have provided us with sufficient planning to create our full storyboard and shot types to create our music video - which will be produced in the next five weeks. However, to ensure this is completed we must complete the following tasks:

• Decide on the final location/s for our music video.
• Complete the appropriate recce to ensure that all health and saftey issues are properly assessed to make sure everyone is safe.
• Choose and collect the props that we would include in our video.
• The shooting and filming of the music video.
• The editing of the music video and adding of the soundtrack.

Peer Feedback - Digipak & Magazine Advertisement (Final Drafts)

To make sure that we have created products that look both professional and appealing to our target audience we thought that it would be a good idea to seek feedback from our peers. As they themselves are members of our target audience. To get the feedback we desired we printed out our tasks and glued them onto large pieces of paper so that our peers would be able to write any comments and opinions they thought appropriate. We filmed their participation in the feedback which can be seen below.

However, the feedback given cannot be read on the video so to display the feedback in a way that can be easily read we took images of the pieces of paper. Which can be seem below.

Magazine Advertisement Fourth Draft

This is the fourth and final draft for our magazine advertisement. Although we were pleased with the third draft and orginally intended for that to be the final draft we felt it would be benefical if we reconsidered the design of the advertisement like we had done with the inside sleeve and front cover. Also, the departure of one of our group members meant that we had to res-shoot the photos and therefore change the image on the advertisement. After we had made the changes to maintain consistency we found that we were again very pleased with the draft and would use it as the finished product.

Inside Sleeve Second Draft

This is the finished second draft of our inside sleeve. Similar to the first drafts of our other products we were very pleased with the first outcomes, however, after recieving feedback from our lecturer and other factors we decided that changes needed to be made to the product. When we first completed the photoshoot for our first draft of the CD cover we did not consider taking the images for the inside sleeve at the same time, which turned out to be beneficial as we were able to use the same backdrop for these photos during the amended photoshoot. Once the images were taken we were then able to edit them to create more consistency with the front cover, particularly by giving them a vintage/dishevelled effect. We were then able to insert the images into the polaroids to complete the layout. However, we did have to make one significant change to the layout as one of our group members left which meant that we would only have three pictures rather than four, so we moved the other items around until we found a layout that we were happy with.

CD Cover Second Draft

Despite being very pleased with the first draft of our CD Cover after recieving feedback from our lecturer and peers we decided to make some changes based on the feedback that we were given. Our lecturer felt that the orginal image was not consistent with the theme of our product after we completed the other elements of our CD Digipak. She also felt that the image was not controversial enough so we decided to completely change it rather than simply change some elements. In order to remain some consistency with the rest of the digipak we used the background that features on both the back cover and inside sleeve.

Amended Photoshoot Front Cover and Inside Sleeve.

When we received feedback from our lecturer and several of our peers we found that many did not that that our images were controversial enough when they considered it with the theme of our music video/products and the genre of music that we had chosen. Our lecturer advised us to use more props such as cigarettes and alcohol to try and enhance the image. We decided to re-shoot the images and keep the same outdoor backdrop, but to change our body language and the usage of props to create a more controversial and consistent front cover. By this point we had also produced the flat plan for our inside sleeve we needed to take the images to feature on this.

Amended Front Cover Images

Inside Sleeve Tester Photographs

Inside Sleeve Photographs



 Final Chosen and Edited Images