Evaluation 1`

1. Evaluation Question 1 -
In what ways does your media
product use, develop or
challenge forms and
conventions of real media
products?
By Nancy, Joe and Josh

2. Content
After Midnight
• When researching how best to
construct and plan our music
video, we studied a lot of music
videos. However, we have decided
our research on the video ‘Bite My
Tongue’ by You Me At Six is the
best one to compare our video
to, to see how well we
use, develop and challenge the
forms and conventions of real You Me At Six
media products. We have chosen
to compare our video to this one
because we feel there is a strong
mix of similarities and differences
between the two videos.
Likewise, the song we used is a
cover by You Me At Six, so we are
keeping to the same band for
comparisons.

3. Content
• We decided on a mixture of Narrative and
Performance for the style of our music video.
We chose to mix these two styles as we felt it
would be the best way to appeal to our target
audience, whilst making sure we were
publicising our new band on the market. We
used a Narrative aspect in the video to give
our audience something to think about, a
storyline to follow. This is similar to real media This shot shows the band
products, which often use Narrative aspects in members on puppet strings
their videos for similar
reasons. For example, in the
video ‘Bite My Tongue’ by You
Me At Six, the Narrative
storyline is that of the band
members being on puppet
strings, controlled by the lead
One of the close-ups singer. As well as involving the
of our lead singer narrative aspect, this video Just one of many
close-ups of
also focuses a lot of attention YouMeAtSix lead
on the lead singer, as does our music video. singer, Josh
Francheschi

4. Content
• Close-up of one of the You Me At Six
guitarists, compared to one of our guitarist.
• We also chose to use a Performance aspect in our
video so as to make our target audience aware of
the new band we have released onto the market.
We used close ups of each of the four band
members, similar to the way that You Me At Six
have in their ‘Bite My Tongue’ video. Likewise, we
have also used more close-ups of our lead singer
than of other band members, as this stays in line
with regular conventions of rock music videos.
A close up of one
our guitarists
A close up of the You Me At
Six guitarist

5. Content
• The one main difference between our video and
the ‘Bite My Tongue’ video is the relationship
between the visuals and the lyrics. In their
video, there is very little relationship between the
visuals and the lyrics, with there being only 2 or 3
examples of where the lyrics match the visuals. Our
video, in contrast, has a much greater relationship
between the visuals and the lyrics, with the
storyline of the song shown through our visuals
much more frequently than in ‘Bite My Tongue.’

6. Location
• The song we used for our music video is
called ‘Poker Face’ and as a result, we
decided to use the theme of poker for our
music video. There was a lot of discussion in
our group about how best to achieve this This shot shows the
theme. We contemplated with the idea of poker table we
going into an actual casino and kindly created
requesting permission to film there.
However, at the time of filming, none of our
group was old enough to go into a casino
legally, so we scrapped that idea. We then
decided to create our own casino in the
school drama hall, and this is where the
majority of our video was shot. We got a
round table from the school common
room, covered it with a green table mat to
make it represent a poker table. We also This shot shows the
tried to get a few packs of cards and a few cards we used in our
sets of chips together to make it more shots
authentic.

7. Location
• Our fake ‘casino’ is where most of
our filming was done, although
we used a few different locations.
At the beginning of our
video, there is a shot of fast This is the shot of the cars
moving cars on a on the motorway
motorway, which is supposed to
show the characters travelling to
the casino. The next shots are of
the main character & lead singer
outside, walking towards the
casino, rolling and smoking a
cigarette. We chose to use Our shot of the
main character
smoking in our video to help keep outside
smoking
it in the rock genre.

8. Location
• Our video keeps in similar comparison
to other rock music videos, which
quite regularly only use the one
location. For example, in the
aforementioned ‘Bite My Tongue’
video, they only use one main
location, which is the building or
studio in which the band are
performing. Off of this room you have
the control room where the puppeteer
spends his time controlling the band.
We believe rock music videos only use This shot shows the control
a few locations because their videos room, and off of it the main room
are more focused on the music and used in the ‘Bite My Tongue’ video
the band than on the storyline. It also
helps them vary from pop music
videos, which often use lots of
locations.

9. Sounds and Visuals
• When we created our storyboard for our
video, we had most of the video down to
match the lyrics, especially in the verses.
However, in the production stages of
filming and post-production stages of
editing, we found it much harder to stick to
our storyboard in a way that kept the video
flowing. So in the end we decided to have a Then shot of the main
mix of matching visuals and non matching character laying down
visuals. There are certain lyrics in the song cards on the table
such as ‘play the cards with Spades to start’
where we match them to the visuals, as
you see the main character laying down a
set of spades on the table. Likewise, we
matched the lyrics ‘I'll play the one that's
on her heart’ to a visual of the camera
zooming onto our other main characters’
heart.
The shot which zooms
into our characters chest

10. Sounds and Visuals
• This is similar to the ‘Bite My
Tongue’ video in some ways
as when Francheschi sings ‘I
can’t hate the ones who
made me’ he points at
himself on the word ‘me’ and
One of the few times in the ‘Bite My
when Oli Sykes, a guest artist Tongue’ video where the visuals
match the lyrics
featuring in the song, sings
‘fuck you’ he holds up his
middle finger to the camera.

11. Sounds and Visuals
• We also tried to make sure we kept our shots cut to the
beat of the song, which took a lot of time and patience
in the editing stage. We thought this would help the
video to flow and would also stay within the
conventions of your typical rock music video.
However, we found when evaluating the ‘Bite My
Tongue’ video that that is not always the case. Possibly
due to the fast pace of the song, this video only cuts to
the beat during the verses, not during the chorus’. Of
course, it was not possible to cut every shot to the beat
of the song, especially with the effects that we added
in the editing process.

12. Sounds and Visuals
• This is another example of where our video
challenges the conventions of real media
products, as we decided to use several
different editing effects to shake up the video
a bit. When evaluating ‘Bite My Tongue,’ we
noticed that there are very few, if any, effects
used on the video. Most of the shots just cut
to the next shot with no real transitional
effects. By comparison, we have used
transitional effects quite regularly in our
video, for example in the previously
mentioned shot that zooms into our main
characters chest, the camera then zooms
back out into a different shot. We used this
effect to help lead the verse into the chorus
smoothly.
The shot which zooms
into our characters chest

13. Target Audience
• We decided the main target audience for
our video would be teenagers/young
adults, aged roughly 16-24, and not
gender specific. We decided it was
important as we were releasing a new
band into the industry that we paid a lot
of attention to attracting our target
audience. We felt the best way to do this
was to clearly show the genre of our
band through our song choice. By Lower Than Atlantis
choosing a song by another rock
band, You Me At Six, we would attract
fans of them, as well as fans of other Kids In Glass Houses
similar bands such as Kids In Glass
Houses and Lower Than Atlantis.

14. Target Audience
• We also chose to focus on the costumes of our
band, making sure that we kept to the
conventions of other bands videos. In this
case, we chose to keep the colours of our
costume plain and use only black and white, as
this kept in comparison with other rock videos.
We also chose to have our band members wear
black skinny jeans, very commonly worn among
our target audience, and white shirts with black
skinny ties. To differentiate the lead singer from Here you can see the undone
the band member, we chose to give him an bow tie on the main character
undone black bow tie instead of the skinny tie.
As well as differentiating him from the other
band members, this also helped show him as
the character in the Narrative part of our video
as well, as he looks like he would be fit in at a
fancy casino night. Having the bow tie undone
also helps show the characters casual attitude
throughout the video, which is what frustrates
the woman in the video.

15. Target Audience
We also helped target our audience by showing
several long shots and close up shots of the
Joe playing the guitar in our video
instruments used by our band members. Many
people we would be targeting may be musicians
themselves, or simply may enjoy playing
guitar/drums or singing. This is shown especially
well in the close-ups of Joe’s guitar and the long
solo done by Jake. By setting our video in a This shot shows
casino, we are also appealing to a slightly older Joe playing the
guitar in our
age group, maybe 24-30 year olds who may go video
to casinos on corporate nights out. The video
may appeal to them and help publicise the
band, which is the whole aim of the music
video.