The student used various media technologies in the production of a music video. During pre-production, they researched conventions of different music genres using YouTube and Last.fm. A Canon video camera presented challenges while filming. Final Cut Pro was used to edit, where the student added transitions and sped up clips. Photoshop was used to design the website and digipak. Class feedback on the rough cut helped improve the narrative. Audience feedback praised the camera work, editing, and random cuts but noted the storyline could be clearer.

1. Music video production.
Evaluation.

2. 1)In what ways does you video use develop or challenge
forms and convections of real media products.

3. As a group, we did a lot of research into other music videos of the same genre (R n B, folk and indie music). This was to help
us see what the typical conventions there are for our chosen genre and to get influence for our music video production. We
also made a marketing aims profile before making each product. This allowed us to get ideas of how we could be selling and
promoting our products successfully.
Our finished music video uses some convections of the R n B genre but also challenges some. We chose to use the structure
of a R n B/rock video – where there's a band performance and an underlying narratives. The main influence of how our
video is set came from the scouting for girls video – “Elvis aint dead”. We were influenced by mainly the band setting and
lighting. Just like the scouting for girls video, our video is set in a stage(church stage) and we used similar props – the
keyboard, the microphone etc. We wanted to copy the style of lighting with candles but it was impossible as it of high risk
and a fire hazard. The narrative style is similar – as we used a narrative and actors that is totally different from the band
performance.
As well as using some of the convention
of the the R n B genre, we also challenged
some of the convection - in the sense that
there is less clips of the performance and
the narrative out ways the performance
which is quite unusual for an R n B video.

4. The tone and pace of our music video was also influenced majorly by skylar grey “invisible”
music. In the sense that slow paced and has a eerie atmosphere which is what aimed to achieve.
Our camera work and visual style was mostly influenced by “Lana Del Rey`s video game music
video. For instance, the shot of the pigeons, clouds and boat in our music video was done to look
like some of the Lana Del Rey`s video. Also, the fact that some of the shots are not in synch with
the music - (the music is slow paced and some of the shot are normal paced) – this was an effect
that we wanted to create too and we achieved that in the couple`s fight scene – the actors
actions where a little bit faster than the music pace. We chose to this because we did not want to
follow all the convections of an R n B video.

5. website-my digipack is quite conventional as it has the masthead/title at the top of
the website with the artist name at the top right. The colours would challenge the
normal conventions of an R n B as I've used dull colours (grey, black and white) to
reflect the mood of the song. The webpage of my website is layed out like gary
jules one but with just with dull/dark colours.
I will add pictures of my finished website when it is complet.

6. Digipack.
My digipak uses and develops the convention of folk music genre. Just like the website I've only
used dull/dark colours to create link between the two – this then reflects the mood of our music
video. My digipak is in a montage which was influenced by the Beatles album cover.
I will ad pictures of my digipaks when I've finished making it.

7. 2)How effective is the combination
of your product(video) and the
ancillary text (digigpak and
homepage.

8. The digipak and website are currently still in the process of been made but already there are
are links.
Website:
I`m currently making the home page of the website in photoshop and have decided to make
the main home page monotone – just black and white which would reflect the mood
atmosphere of the main music video. I've planned to make the masthead a photo-
montage of different inanimate objects or a montage of different long exposure
picture, this would link it visualy to our finished music video as our music video focuses on
different montages of life – specifically couples.
Space for screen grabs/shot of website.

9. Links between music video, website and digipak.
To make my audience familiar with the digipak and website I`ve included some similar characteristics to
make it relate. digipak is not finished yet but there are already clear links between my digipak and
website. Firstly, I've stuck to the black and white main colour just like I did with the website. Also, I've
decided to use a different photo-montage (just like I did with the website but a different one), this in turn
reflects the idea of a montage that's in the music video.
I've also used the same font to write the name of the band in both the website and the digipak and is
placed in a similar position in both – the top right. This is a normal convection in music video website. I
think this is successful as the audience would be able to visually link the digiak and website because of
the link between the photo-montage masthead in the website and the photo-montage background in the
website – this would help them link the promotional material to the idea of a montage in the music
video.
The digipack challenges the normal convections of a R n B and video and uses more convections from the
folk music genre – the front and back cover does not include the picture of the advert. This is quite
similar to the original album cover for Gary Jules “mad world”.
• space for screen shots.

10. How did you use media technology
in the construction and research
planning and evaluation.

11. • During the pre and post production aspects of creating our music video, I have
used a variety of media technology.
• Pre-production.
 wordpress – throughout pre and post production we`ve used wordpress to
document all our work which includes, research, planning and production. I`ve also
used slideshare to embed powerpoints to my wordpress account. For thus i had to
set up an account to be able to use it for sharing purposes.
 Internet for research purpose – I majorly used the internet to research similar
music video. I used youtube to watch and compare videos which helped us to make
a descision on what genre of music to use. We also used last fm online listening
(http://www.last.fm/music/Lana%2520del%2520Rey?ac=lana%20del ) to search for
artist and to easily find similar artist as it has a link that directs you to similar artists
to the one you`ve searched for.

12. • Production and post-production.
 Video cameras- we used cannon video camera for all the filming. This was quite
challenging as none of had used one before. At first we`re filming and overwriting
what we already filmed because we tried to watch back what we had filmed and
forgot to fast-forward it. When we filmed the band scene (lip-synching) we took
out the micro-phone from the camera to act as a micro-phone for the singer –
unbeknown to us that it was actually the sound recorder. When we started editing
we realised that all the scenes of the lead singer had no sound. This made making
his singing in synch with the actual song almost impossible.
 Final cut pro – we used final cut pro to edit. We all had impute in the editing and
we all too turns in logging and capturing the clips we need. I added some of the
transitions like the cross dissolve between the shot of the birds and the fast cloud.
I also sped up the shot of cloud by increasing the speed from a 100% to 200% -
thus compressing it from a five minute clip to a less that 20 seconds. I also added
mild filters to some of the clips i.e. I reduced the contrast in the clips of the birds
and the clouds.

13.  Final cut pro – we used final cut pro to edit. We all had impute in the editing
and we all too turns in logging and capturing the clips we need. I added some of
the transitions like the cross dissolve between the shot of the birds and the fast
cloud. I also sped up the shot of cloud by increasing the speed from a 100% to
200% - thus compressing it from a five minute clip to a less that 20 seconds. I
also added mild filters to some of the clips i.e. I reduced the contrast in the clips
of the birds and the clouds.

14.  Photoshop - having used Photoshop before, I was quite familiar with most of the
features. I`ve used photoshop to make the background/layout for my the website
and to add pictures and the masthead to the website, I will develop this further in
dreamweaver and add html and links. I have also used Photoshop to make the
digipak by adding and editing pictures to fit into the montage of photos and to
design the font. I've also used dafont.com to get fonts that I've used in my digipak.
Space for screen shots from photoshop
 Dreamweaver -

15. What have you learned from you
audience feedback?

16. • Class feedback – our finished music video was played in class and we received some
feedback from out peers. Getting audience feedback helped us improve our rough cut – as
we were told that our narrative was not clear – with this we decided to do some more filming
to help our audience understand the narrative. Audience feedback also helped to know the
success of our final cut as – the main comments given where:
 The camera work was good: to be specific they said the camera work on the scenes with the
first couple was good and the setting was specifically good and they liked the fact that we had
a variety of shots from different angle.
 Editing is efficient and anchors the genre/style of music – they commented on the editing and
favoured our editing of the shots. Although they said we could have used less transitions as it
was not needed. I agree with this and would remove some of the “fade in fade out”
transition effects if I was giving another chance to correct the editing.
 The random cut out scene makes the music video more interesting and adds to the montage –
I also agree with this and would had more random shots if I could to fit into the montage.
 The story line could have been more clearer – this true and evident in the music video. If I was
to film again I would add in more couples to make the montage more effective and I would
keep the actions in the scenes simple so that is understandable to everyone and not just
those of our target audience. The storyline is not clear because the actors where too shy to
act out some of the scenes that we intended to shoot. If I had more time, I would do some
more filming to make up for it.

17. Video of audience feedback.
• i`m still collecting audience feedback ( by filming).