EvaluationIn what ways does your media product use, develop or challenge the formsand conventions of real media products?The song we used for our music video was ‘’Rum and Red bull’’. Our genre for ourmusic video is dancehall. We start our music video by having a DJ in his boothannouncing the start of the song. This is similar to the video ‘’Dude’’ by Beenie Manas he also had the radio announcing the start of the song.In most dancehall videos the women are sexualised for the purpose of the malegaze. In popular dancehall video’s such as ‘Turn me on‘-Kevin little and ‘Gimme thelight’- Sean Paul the girls in the videos are dancing half naked around the leadsinger. We decided to use that style of presentation in our video but put a twist on itby having the male and female’s separate. Taking into consideration our youngesttarget audience (age range starting from 13 years old) we decided that it would betoo inappropriate to show a half naked woman so we dressed our dancer in a blacklacy top which is still sexy and appealing to the male gaze but still appropriate foryounger audience(Mulvey 1975). We also decided to place the male and femalesseparate. We had the girl dancing in one scene with the rum and redbull and theperformer in the other scene singing to song in a studio by himself this challenges theconventions of a dancehall video as you would not usually see this.In most dancehall video’s you will find big groups of people dancing with the mainperformer with a specific dance like the video ‘’ Willie bounce’’- Elephant Man.However since we decided to concentrate on the concept side of the video ratherthan the performance we decided to not add a big dance scene in there.
We used conventional camera work tracking shot of the messy pool table in theparty scene. This also works as an establishing shot of the scene showing of what tocome. The messy pool table is also a metaphor of our video as a whole as it showsthat the video is random, abstract and unique. A video that uses a tracking shot atthe beginning is ‘’Last Friday night’’- Katy Perry although this is not a dancehall songit is still a party song that is similar to our narrative. An unconventional shot we usedwas titling the camera as if it has fallen. This is not typical to dancehall videos as theylike to use simple shots.Whilst editing we added conventional effects like the mirror effect and we alsospeeded up some shots. Our shots were quick and snappy synchronising with themusic which matches most dancehall videos like ‘’Nuh Linga’’-Elephant Man.Regarding intertextuality, our graveyard scene with Michael Jackson was very similarto old black and white conventional silent movies like Charlie Chaplin and laureland hardy. The slapstick chase scene were Michael drops his hat is amusing aimingto get cheap laughs like the old silent movies. Intertexality is not a common thing indancehall video’s as they like to focus on the music and not the actual video asthey like people to dance along which is where the name ‘’dancehall’’ originatedfrom.2. How effective is the combination of your main product and ancillarytexts?I think the combination of our main product and ancillary texts is very effective aswe have a recurring theme in all of them. Seeing as Redbull is already a familiarbrand and Bacardi is the rum we used in our video the 2 main colours we chose torepresent rum and redbull are blue and red. We use these colours throughout ourvideo. We have the main character (the Dj) in a blue top, we have the writing at thebeginning and end in red, the writing that says’’ will dance for rum and redbull’’ inblue pen and more subtle items in blue or red. We tried very hard to get the image
of the redbull can and either a glass or bottle of rum imprinted into our audiencesmind. We decided to do it sublimely by having different CU (close up) shots of thecan and next to the glass. We want the audience to think of that image every timethey hear the words rum and redbull this is our brand identity. One of the charactersin our party scene wore a hoodie that said ‘’Jamaica’’ we did this intentionally toshow and remind people where the roots of dancehall came from. The uses of thecolours of the Jamaican flag are used mostly in existing dancehall videos. Wefurthered the use of the Jamaican flag by having it in our digipaks.In the process of coming up with brand idea’s we came up with the idea of usingthe colours of the Jamaican flag for our background in our digipaks and posters. Wethought this would stand out from the typical posters that already exist as it consistsof bright, vibrant colours but yet still simple and effective. For our magazine advert we placed a big picture of Michael Jackson in the centre. This is to attract a wide variety of audiences not only those who are a fan of dancehall but Michael Jackson fans also. The picture draws audiences in as Michael is gesturing to come closer. This is effective as it gives the audiences a sense of involvement. The 2 artist names are in the colour of red and blue following the colour scheme of our video. I think this poster is very effective as it gives you a lot of information about the video Magazine advert but yet leaving some elements to surprise the audience. Similarly the front and back cover have the same background colours. We decided to keep the front and back cover simple almost as a teaser to our video. The writing is in red, yellow and green following the colours of the Jamaican flag. Front and back cover
The inside sleeve is double sided. It has our brand identity of the can of redbull with a glass of rum and a heart over it. We decided to keep this simple .It also has the same Jamaican flag colour for the background. The other side has the Bacardi rum logo and the redbull logo. This was simple as well and is easily recognisable as rum and redbull. The digipak slip contains the lyrics of the song so you can sing along. It matches the other ancillary texts with the Jamaican background and it has the redbull logo in the centre. This is effective because when you’re reading the lyrics Digipak slip you still get the sense of the redbull.3. What have you learned from your audience feedback?After showing people our final cut of our music video, the most common feedbackwe got that it was confusing but very funny and enjoyable nonetheless. I learnt thatmaybe a crazy concept to match the crazy upbeat song was not such a good ideato a simple target audience. After explaining to the audience that the intentionaleffect the video had on them was the same effect they would get whilst drinkingrum and redbull they agreed that this was a very clever concept and very uniquealso. I learnt that the main characters were very funny and relatable to the ourtarget audience as they where round about the same age group and they also getup to the same kind of things. Showing our video to a fellow film maker he pointedout that some of the camera shots were not still this was due to a lack of a tripod insome shoots. From this i learnt to always carry the correct equipment to a shoot.
We posted the video on a social networking site and this is the response we got. The response we got after showing people our digpaks and magazine add was mainly positive. They loved the bright colours ‘’ it reminds me of my home time Jamaica. I would defiantly buy it just bylooking at the cover’’- Nelly Camberwell’s. The only critique we got was that thefonts in the different materials did not match. I learnt that when we are designingproducts such as those we should all work together and go with one set idea ratherthan working separately as we will end with completely different products whichdon’t match.Overall the feedback was very positive and I am very happy with it. However I feelas though if we had taken more time to plan the shoots we would have had moretime for the print production. I have also learnt how to compromise. Seeing as I wasthe editor in the group I was very worried that the shots the producer and directorwould give me would not be enough. So I would constantly remind them of whatthey need to do. This aggravated them and soon enough there was a divide in thegroup. I learnt to have a little faith in my team members.4. How did you use new media technologies in the construction andresearch, planning and evaluation stages?Using new media technologies was a big help in throughout the whole process.During the early stages of the project we used new media technologies for research.We scoured YouTube for a song to do a music video to. After finding the perfectsong we then continued to use search engines and websites such as Wikipedia tofind research for the codes and conventions of our genre. We then went on socialnetworking sites and also a website where you can upload questioners to in searchof our target audience.
Whilst filming we used a Cannon XM2 digital camera with automatic or manualfocus / exposure and widescreen capability, plus on-camera mic. This was a verygood camera as it was easy to carry and was very good quality. We used a tripod inmost scenes and also a Lilliput and redhead in the party scene to create a warmambience feel as though our camera woman mastered the camera very well andwas able to improvise new shots such as the tipping shot and also film in some crazyangles. A problem we faced whilst filming with equipment was a broken tripod, dueto this we had to set the camera on tables and chairs to get still shots or try and holdthe camera as steady as we could. The equipment enhanced our ideas by helpingus create new dynamic and abstract shots matching the theme of quirkinessthroughout our video. The camera also had a play back button. This helped us alotas we could see the errors in the shots whilst we were still at the scene shooting sowe could quickly re-shoot instead of having to wait till we got to the edit suite tothen realise we did not have the right shots.Having used final cut pro before i feel as though editing was the easiest part of thetask. Final cut pro is very simple to use and has very good effects. The main issue ihad whilst editing was the fact that we did not have the right shots i needed to editwith so i had to improvise some shots and also re-shoot some shots.
Photoshop proved to be very difficult whilst doing the print production as I was notvery familiar with it. After doing a workshop with one of our lectures I soon began toget the hang of it making it easier to do and producing exceptional digipacks.Whilst doing this evaluation i found that websites such as YouTube, twitter and facebook where most helpful as we could post our video on there and get audiencefeedback.