The document provides details about a music video project for a punk band called Middle Finger Salute. It discusses: 1) The original group members and changes made when one member left. 2) The target audience of white British males aged 16-25 and genre research informing the project. 3) Conventions used in the music video like a focus on the lead singer and mixing black and white and color footage. 4) Ancillary tasks like the CD cover and advertisement that maintained the brand's black and white with color theme.

1. Advanced Portfolio: Evaluation

3. The genre of our music video is punk/rock/indie. The conventions that we used were the use of the band in the video and the use of the band performance in the video. Here is a pie chart to show the favourite genres of music from our audience feedback it is clear punk isn’t the most popular genre so we are appealing to a niche market. We also followed the typical conventions of focusing on the lead singer with several close ups of him and many shots focusing on him singing. It was vital to use some of the typical elements in the video as the product does still need to look like a music video. I think we did do something different in the sense that we made the footage very jumpy to give the video another layer so in a sense it was not just a band performance and it entertained the viewer. As well as this used the desaturate effect to put the video into black and white as we mixed the video up with black and white and colour throughout. This was used again to give the audience something different as the audience want something that is “the same, but different” – G.Burton. We also decided against including a narrative in the video as we wanted to break the usual conventions of a music video as the punk image is about breaking conventions, we knew that if we were to create a video that was just a band performance without a narrative we would have to entertain the viewer with some other techniques and that is why we decided to use the black and white filters and create the jumpy effect to entertain the viewer.

4. One of my main inspirations for this video was the Arctic Monkeys video for “I bet that you look good on the dancefloor” http://www.youtube.com/watch?v=Xm69M3jtZl4 A video with a simple band performance. We were confident that this technique would work and entertain the viewer after being told several times that a narrative would probably be needed we stuck with our decision and in the audience feedback we got some very positive responses about the use of editing in the video and nobody commented on the lack if a narrative which shows that the video worked well without a narrative.

5. I felt the ancillary tasks followed the requirements of an advertisement and a CD cover in some ways. For example the CD cover had the name of the band on and the name of the album with the track listings on the back of the CD. Here are a few slides showing how the ancillary tasks are following conventions.

6. Brief Analysis of ancillary tasks. Daniel Sutton.

7. BAND NAME. TYPICAL CONVENTION OF CD COVERS ALBUM NAME. A TYPICAL CONVENTION OF ALBUM/ CD COVERS TRACKLISTINGS ARE A VERY TYPICAL FEATURE OF CD COVERS. THE USE OF A QUIRKY CARTOON IMAGE OF A PINK GORILLA TO SHOW THE REBELION IN THE PUNK GENRE AND THE HUMOUR AS TGHE GORILLA IS WEARING SUN GLASSES. SIMILAR TO GREENDAY – AMERICAN IDIOT. WE USED PHOTOSHOP TO CREATE A BLACK AND WHITE BACKGROUND WITH COLOUR IN THE FOREGROUND. THIS IS A BIG FEATURE IN THE BRAND IMAGE THAT WE CREATED FOR THE BAND. THE USE OF THE CARTOON IMAGE WHICH LINKS TO THE FRONT COVER OF THE CD FRONT AND BACK COVER

8. INSIDE SHEETS FOR THE CD WE HAVE CREATED A PAGE FOR THE PULL OUT WHICH TELLS YOU THE NAMES OF THE BAND MEMBERS AND THEIR PARTICULAR ROLE IN THE BAND. I WAS INSPIRED BY THE STROKES ALBUM – IS THIS IT. WE HAVE USED AN EFFECT ON PHOTOSHOP TO REDUCE THE CONTRAST TO SHOW ONLY THE BRIGHTEST COLOURS. THIS LINKS TO OUR BRAND IMAGE OF BLACK AND WHITE WITH COLOUR WE HAVE SHOWN THE BRIGHT COLOURS AND BALCK AND WHITE HERE AGAIN TO LINK TO THE BRAND IMAGE OF BLACK AND WHITE WITH COLOUR. BY MAKING THE BAND MEMBERS BLACK AND WHITE AND THE INSTRUMENTS COLOUR WITH LAYERING ON PHOTOSHOP WE HAVE CREATED A DEFINED BRAND IMAGE OFBLACK AND WHITE WITH COLOUR.

9. ADVERTISEMENT FOR A MAGAZINE SHORTEND VERSION OF THE BANDS NAME. TO LET THE RERADER SEE WHAT IT IS ABOUT. THE USE OF THE BLACK AND WHITE WITH COLOUR BRAND IMAGE. THE USE OF A PICTURE OF THE ALBUM COVER IS A GENERIC CONVENTION OF CD ADVERTISEMENTS ANOTHER GENERIC CONVENTION OF CD ADVERTISEMENTS IS THE USE OF A SHOPS NAME WHERE THE CD WILL BE ON SALE. IF THE AUDIENCE KNOW WHERE TO BUY IT FROM THE SALES WILL BE HIGHER TELLING THE READER THAT THE ALBUM IS AVAILABLE TO BUY NOW. TO HOPEFULLY INCREASE SALES. THE NAME OF THE ALBUM IS SHOWN TO MAKE PEOPLE AWARE OF IT. CARTOON BRAND IMAGE IS CONTINUED FROM THE ALBUM COVER.

11. Our logo is a ‘pop art’ pink gorilla that I drew the outline of then scanned it into photo shop until we found the most suitable colours that fitted into our brand image I think that the gorilla fitted into our brand image because it is rebelling against usual album covers and we have used the bright colours on a contrasting background. The humour off the gorilla wearing sunglasses to show the band does not take the music really seriously and they just enjoy the music and have fun.

12. We maintained a brand image throughout the products by using the black and white with colour theme our music video consistently switched from being in colour to black and white and vice versa.