1. Evaluation Question 1
In what ways does your media product use, develop or challenge
forms and conventions of real media products?
Our music video follows the forms and conventions of other Rap and Grime
videos in that it has a linear narrative structure intercut with someone lip-
syncing the song. However it starts to deviate when a second strand is added
to the narrative, in most other rap and grime videos the narrative is only based
around one character and their interactions while we have two.
The music video once again deviates from the forms and conventions of the
rap and grime music
genre when the main
character gets into a
fight and usually in
other videos the
conflicts are major and
often exaggerated, but
we based it more in
reality as it was
something petty thatescalated into something bigger something which is
relatable for most people.
We also see stereotypical views of the main character robbing someone
violently and having no remorse which is a convention used in a lot of rap and
grime, when someone
commits a crime with the
implications that it’s a good
thing like in artists such as
Cozy with his song
‘Destruction’ and Tempa T

2. ‘Swing’http://youtu.be/2GJL1Y2XVRc. The music video then deviates from the
forms and conventions of grime and rap when the main character shows
remorse for killing someone which we portrayed by having him break down
after he realises that he took a life while in other rap vids killing someone is
seen as a good thing such as in Crazy Titch’s song ‘Silencer Freestyle’ while our
character is more realistic.
For the drugs scenes we where influenced by the bandProgidyas it had a lot of
drugs and youth culture as well as other Professor Green videos as they were
based in estates and had same culture.
Regarding the Mise-en-scene we
also see the two
charactersdressed in black and
white that connotes a force of evil
and good something not really
seen in other videos as they
usually don’t have a story based
video where there are two major
characters.It is usually from the
side of the rapper as they are seen
as the one that has a desirable
lifestyle while in our music video
we have two different points of
views.
We see the main character take a large amount of drugs, which exaggerate the
character, this is convention used a lot in rap and grime it is used to make the
lifestyle of the artist to seem like an extreme version of what is portrayed in
the media in order to further promote themselves. Which is also seen in the
beginning when main characters drinks from a bottle of rum and we can see
that it is an excessive amount which is based on how modern youth culture is
portrayed in media and it can also be relatable as some young people do drink
before a night out we put this in the beginning as the music is still calm so it
helps to exaggerate the character as if the excessive amount is a norm for him.

3. However we later see the main character
feeling the effects of all his drug taking and
drinking as he vomits, this is not seen in
other Rap and Grime video's the
repercussions from the actions of the
people in music videos are never really
seen however in our music video we wanted a sense or realism in order for the
audience to relate more to the narrative.
Later in the video we see the
other characters face hidden
which connotes he is up to
no good is seen in a lot of the
media in their coverage of
riots and protests and how
they show people with masks
being violent a convention
used in Rap and Grime videos
as the covering of the face
also has links to gangs. Which
is further shown with the use of the knife which is a convention used in Rap
andGrime video's and in the media we see a lot of stabbings usually
involving young people so we used knife as it is makes the video seem more
realistic.
Through the use of camera angles we also followed the established forms and
conventions we Used a lot of wide shots to play on the jungle theme and the
estate is a concrete jungle with people packed together and we see that the
main character is from estate making the audience build their views on him
based on stereotypical views which is used in a lot of rap and grime vids such
as in Devlin’s ‘Young Guns’. We also see we see typical modern view of how
young people are portrayed we see the main character out of control and had
too much drink and drugs as seen in other vids like ‘Smack My Bitch up by
Prodigyhttp://youtu.be/ppGgGQX_O6wand we incorporated this to sow the
effects of over excess.

4. With reference to the lighting there is a lot of bright and vivid lights a
convention used when shooting in London to connote a feeling of nightlife and
make it seem seedy and cheap.We also see the character in an alley way
matched with the building of the music this is a convention used to connote
something bad is about to happen used in other media and also in films such
‘Friday 13th’so we used it as it would be recognizable for audience.
Evaluation Question 2
How effective is the combination of your main product and
ancillary texts
In order to create a successful music video, digipak and magazine
advertisement a brand identity was needed in order to link the three products
and make them unique and recognisable. We made sure to make all the
products is easily recognised as being connected through the use of
elements/signifiers such as colour, design, lights and characters from the music
video.
Regarding the music video
it was set in and around
London’s Soho at night,
knowing that there would
be bright multi-coloured
lights contrasting with
dark passageways. We
decided to use this as a
key component in our
music video, symbolising the culture of the night life of London and its
representation of a concrete jungle, this was carried through into the digipak
and magazine advert with the use of photos that symbolise London as a
concrete jungle by using an image of a tall grey building that’s been brightly
illuminated as well as an estate which had also been lit buy a collection of dull
yellow street lights.
We also used the main character of the music video to help promote our brand
image by including him in most scenes dressed in unique clothing style of

5. wearing all black and having a hood that covers most of his face in order to
symbolise death by having similar traits to the image of the Grim Reaper, for
example the similarities in the hood and the all black clothing. We included the
same image of the main character throughout all of our products and in the
digipak and magazine advert we made sure to cover his face in order to add
mystery to the character like in the music video and keep up the theme of the
main character being relatable to the Grim Reaper
Our music video also includes the brand image
of night timesettings connoting a more adult
themed music video and the feeling of
uncertainty. Something which he carried on in
our Digipak with all of the photographs used are
set at night and also with the magazine advert
which include photos that were taken at night.
Another component of the music video that
makes it unique and identifiable is the pool
scenes, by incorporating the pool scenes a lot
and as an integral part of the music video it
becomes memorable for the audience and makes our music video unique from
other Dub step music videos. This was carried onto the digipak design, as there
is an image of a pool table in order to create more of a connection between
the digipak and the music video.
We also the image of the main character in the digipak to further promote him
as the main focus of the music video, as a kind of mascot for the brand.
Our Digipak follows the forms and conventions of other digipaks with the use
of a large photo of the artist on the front
in order for
it to make
the digipak
easier to
recognise
and
identify on

6. shelves and improve the star image of the artist something which was shown
in the music video through the heavy use of the main character in the majority
of the scenes. We also followed the convention of having the same style and
colour throughout the whole digipak. The digipak was created based on a
variety of different digipak designs such as ones by ‘TinieTempah’ and other
rap and grime artists’ digipaks. This shows through the use of the photo of the
artist as well as centring of the text another form and convention we used
from analysing other digipaks such as the use of the parental advisory logo and
incorporating aspects of the music video in the design by adding in an image of
a pool table as well an image of a street sign in Soho
We followed the forms and conventions of magazine adverts, such as the use
of a review given on the music video as well as the inclusion of where the
digipak can be brought as these are important
components that must be present in every magazine
advert. However are digipak deviates from the norms
and conventions of
magazine adverts by using
a photo that is different
from the design on the
digipak. I decided not to
follow the normal
convention on this in order
to make the magazine advert purposely different
from other magazine adverts to make it stand out.
We did this to help establish our brand with a
unique style for our magazine advert.
Evaluation Question 3
What have you learned from your audience feedback?
From our initial audience research we found that our target audience would be
predominately male between the ages 15-20. We decided this would be our
target audience as the research into the Dub step and Grime music genre
showed that it was male dominated (60%) and our questionnaire confirmed
that Grime was the most popular music genre. By carrying out a questionnaire

7. we learnt that our music video had to be narrative driven. However20% of
people also liked performance driven music videos so we decided on a fusion
of the two. We also learnt that we could not use too many special effects as
people do not like to see too much of this.We have learnt that we needed to
use a song that had a fast upbeat tempo as that reflected the current music
taste for example Pitbull’s ‘International love’http://youtu.be/cgX-Q-EDFao.
From our questionnaire it was also learnt that a male artist would appeal more
to our target audience and that the race of the people involved in the music
video was not an important issue. We therefore incorporated both Black, Asian
and White ethnicity.
Our Questionnaires also
taught us what to avoid
when making a music
video in order to appeal to
our target audience. We
learnt that our target
audience do not like it
when the video is abstract
or the story gets too in
depth and hard to follow.
We also learnt that in
order to attract the target audience to our video would be best placed on
YouTube, as that is where the majority of our target audience watches music
videos. We also looked into rap
and grime music videos to see if
we could see any reoccurring
elements that appear in the
majority of them so that we
could include them and create a
successful music video.
So, all the aspects needed to be incorporated into are product. Firstly we
decided on having the main character wear a hoodie, as we knew that hoodies
are often related to youth and crime culture, an aspect, which relates to the
song we used. We also used the convention of colours as we had the main

8. character dressed in black while the other character the antagonist is seen
wearing white, which is a
convention used in many
other different medias and it
portrays in a very simplistic
way, a force of evil and good.
We decided to simplify
connotation of objects, as
that is what our target
audience likes to see in music videos.
Regarding the audience positioning we wanted the audience to put themselves
in the position of the main character as they follow him on a night out and
carry out some of the acts a lot of our target audience might this was shown to
have succeeded as the results from the audience feedback tells us that they
did understand the story and the
meaning behind it. Such acts include
excessive drinking and drug taking and
we get to see the ramifications of his
actions. We also get to see just how
much
of a
mental impact of killing someone has on
someone, something that is not really seen
in other music videos making our unique,
which we learnt that we succeeded in
portraying as our audience feedback
indicated that most people had the preferred reading when viewing that
scene. With the
16 Mise-en-scene we
14
12 tried to make it as
10 realistic as possible
8
6
Series1
as our target
4
2 audience likes to see
0
realism portrayed in
11. Did you think Yes No
the props in the music videos. So we
video were
realistic?

9. used a combination of camera angle and positioning to portray certain things
and make them look realistic. For example for the scene where the main
character flicks open a knife, we could not use a real knife as it would not be
safe, so we used a flick out comb that had a metal back that we faced toward
the camera so that all you could see is the glint of the metal, we learnt that this
was very effective as the audience feedback taught us that they felt that the
video looked professional and realistic. Another instance was the scene where
the main character vomits; we used vegetable soup mixed with flour in order
to get the right consistency and look which we learnt from the audience
feedback that they though it looked realistic.
Once my music video, digipak and magazine advert was completed I carried
out another questionnaire in order to get audience feedback and see how well
I succeeded in meeting our expectations. My questionnaire involved fifteen
people all of whom were part of my target audience, and I asked them sixteen
questions each gathering both quantitative and qualitative data.
From the questionnaire I found out that most of my target audience has the
preferred reading on my music video, where they were able to identify with
the main
character, and
understand
the emotions
we are trying
to portray for
example
when the
main
character
feels remorse
for killing someone and could see that the video could fit the genre of music
and looked professional. The target audience was also able to follow the story
and knew what was happening.
However we found that 48% of people believed that the characters were not
portrayed well, for example some thought that the main character was
portraying young men as being extremely violent and having a short temper,

10. while others felt that the main character was a bit reserved at times and
should have been acting more out of control. Some of our target audience also
suggested changes that could improve the video such as including more drug
scenes, from this I learned that in order to improve the video I would have to
make it more explicit and have scenes that would shock the audience.
Regarding the Digipak I found that most people would buy it as they felt it
looked professional and that its style represented the mood of the music video
and they said that this is beneficial for them because if they saw it in a shop
then the design would give them an idea of what to expect in the music video.
On the other hand even though the majority of people said they would buy the
digipak, a large amount of people said they would not buy it as they felt that
looked a bit cluttered and had too many themes going on all at once.
The magazine
advert was
received
generally well,
our target
audience felt
that it was
well
constructed,
for example
someone from the questionnaire felt that the photo of the main character was
done well as it made him look sinister. However some people felt that the
advert looked a bit empty and that something was missing from it, but they did
not know what, so I looked more into my research and I improved my
magazine advert by including aspects to make it look more professional such as
the inclusion of a review from a famous magazine and a famous musician.
Generally I believe that we produced some successful products. We made sure
to have one main theme that was present in all our products and our target
audience felt that are products matched the genre we were looking at. We also
managed to get 106 views of our video on YouTube and good reviews. I believe

11. that our products would be promoted by a widespread record label for major
release as I found from my audience feedback that most people were willing to
purchasing other Professor Green songs after viewing our music video. I also
feel as if it would be widely distributed based on the growth of popularity of
the Dub step and Grime music genre it recent times and just how well are
product were received with our target audience.
Evaluation Question 4
How did you use new media technologies in the research, planning,
construction and evaluation stages?
In order to research the genre of Dub step I used websites such as Google and
Wikipedia in order to look up the history of the Genre and find any important
details to include in my music video and Digipak. I also used websites such as
YouTube to analyse other music videos in my similar text analysis, YouTube
was helpful in that I could watch a variety of different music videos all in one
place and for free rather than buying each individual music video in a shop.
After completing my research into my target audience I used Microsoft Excel in
order to compile my data into easy to read graphs. This allowed my work to be
better presented and easier for me to look back on for relevant information.
For the Digipak and Magazine advert design I used search engines such as
Google images in order to find an example of other Magazine adverts and
Digipaks. I also used a search engine called ‘Tin eye’ which is a reverse image
search, it let me put in an image and then it would find where it came from;
this was helpful
in finding out
more information
into what I was
searching for
example when
finding out what
magazines the
advert I was
researching was
published in so

12. that I could find out the target audience of the advertisement.
During the planning stage I used a scanner for when I needed to input my
sketches of the storyboard into the computer as well as the sketches I did of
what I wanted my magazine advert to look like.
As the Director for my group I felt that it was my duty to learn how to use all
technologies involving the shooting of the music video, editing and the
creation of the Digipak and Magazine advert in order to better explain what I
wanted my group to
produce. I studied
the manual of the
camera we used the
Cannon compact HD
cameras. I learnt to
use many of its in
camera functions
such as controlling
the light settings and colour balance, which came in useful when we were
shooting night scenes. However we did encounter some problems with the
focusing of the camera, as the camera is has automatic focusing it had trouble
focusing when we was in a dark place which was a lot as we have many night
scenes. However we resolved this buy shooting a lot of the night scenes under
a street light or other bright source of light, which meant that the camera was
able to focus. I could of used the Cannon X2’s as they had an option that
allowed for a controlled focus however we chose not to use it as the Cannon
compact HD works better in the dark and we knew that the majority of our
scenes would be night scenes.
I also carried out all of the editing, so I had to learn to use the editing software
Final Cut Pro. At first I found that some of the scenes did not flow together
properly so I learnt how to use transitions such as fades and dissolves. I also
learnt how to juxtapose two shots in order to create the effect that someone
has disappeared in mid-air.

13. When I had to create the Magazine advert for my music video I used a Cannon
EO1100D
DLSRhttp://www.canon.co.uk/For_Home/Product_Finder/Cameras/Digital_SL
R/EOS_1100D/in order to take the photographs that would make up my
advert. When taking the photos I also used both tungsten light as well as
natural light. In order to construct the magazine advert completely I used the
software Adobe Photoshop CS5. I already had past experience with Adobe
Photoshop CS5 so I did not
have too much difficulty in
creating the Magazine
advert, however I did learn
some new techniques such
as changing the blending
options in order to make
the photographs blend into
each other rather than
overlap.
I also learnt some crucial
Blogger techniques such as how to change the background and design of my
blog, in order for it to match the theme of the song we were working on, I had
changed the background to a black colour as it complemented the theme of
darkness that we had in all our products. I also changed the design so that you
could see all the label clouds positioned to the right of the screen one under
each other; this made the blog easier to view and to navigate between
different posts. I also learnt how to upload videos to YouTube rather than
having to upload it to Blogger, this saved a lot of time and YouTube can
process videos a lot quicker so I can upload more work in a shorter space of
time while Blogger would sometimes take all day to upload a video or may not
even work.