1. Evaluation Question 2
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 we made could be easily recognised as having a connection through
the use of things such as
colours, designs and
characters from the music
video.
Regarding the music
video it was set in London
Soho at night, knowing
that there would be
bright multi-coloured
lights we decided to use
this as a key component
in our music video, symbolising the culture of the night life of London and its
resemblance to a concrete jungle.
We also used the main
character of the music video
to help promote brand image
by including him in most
scenes and having him have a
unique clothing style of
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.
Our music video also includes the brand of night time as the majority of the
shots were taken at night which connotes a more adult themed music video
and the feeling of uncertainty.

2. Another component of the music video which 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.
With the Digipak we decided to build on the brands that we developed in the
music video, such as incorporating the concrete jungle theme by using an
image of a big grey building being lit up with a bright light with trees in the
foreground, giving the connotation of a
concrete jungle with the towering
building having a link to trees that you
would find in a normal jungle. We also
included 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
shelves and improve the star image of the artist.
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 and
incorporating aspects of the music video in the design.
Regarding the magazine advert we included the brand elements that were
present in both the music video and the digipak. A large image of the main
character was included in order to further promote the main character of the

3. music video. The main character is seen positioned on a street late at night
which follows the brand we have of the night life of a city.
Regarding the forms and conventions of
magazine adverts it can be seen that we used a
lot of them in our magazine advert 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
established 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
and therefore stand. We did this to help
establish our brand with a unique style
for our magazine advert.
From the forms and conventions that we
did use it can be seen that our magazine
advert has been influenced by other
magazine adverts by artists such as
‘Gwen Stefani’ and other rap and grime adverts
Q3. What have you learned from your audience feedback?
From our initial target 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 Dub step and grime music genre
showed that it was male dominated and our questionnaire confirmed that
Grime was the most popular music genre. By carrying out a questionnaire we

4. learnt that our music video had to be narrative driven though a large amount
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 it and that we needed to use a
song that had a fast upbeat tempo as that reflected the current music taste.
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.
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 to in depth and hard to
follow. We also learnt
out that in order to
attract the most
amounts of people to
our video it 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.
In order to create a music video that would appeal to our target audience we
incorporated aspects of what we
found out in the questionnaires.
Firstly we decided on having the
main character wear a hoodie,
as we knew that hoodies are
often related to youth and crime

5. culture, an aspect, which relates to the song we used. We also used the
convention of colours as we had the main 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.
Such as excessive drinking and
drug taking and we get to see
the ramifications of his actions.
We also decided to have the
audience positioned from the
main characters point of view
as we 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.
With the Mise-en-scene we tried to
make it as realistic as possible as our
target audience likes to see realism
portrayed in music videos. So we 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. 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.

6. 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 my expectations. My questionnaire involved fifteen
people all of whom were part of my target audience, and I asked them sixteen
questions 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 nearly half 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.
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.
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

7. 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.
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
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.
Q4 How did you use new media technologies in the research, planning,
construction and evaluation stages?
When I started the project I began by researching and planning my music
video. In order to research the genre of Dub step I used websites such as
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

8. 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 the software
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 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.
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

9. 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 also carried out all of the editing, so I had to learn to use the editing software
Final Cut Pro. In my music video 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 merge two shots together in order to create the effect that
someone has disappeared in mid-air.
When I had to create the Magazine advert for my music video I used a Cannon
EO1000D DLSR 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 Blogger techniques such as how to change the background
and design of my blog, in order for it to match the theme of my music video.
Also I learnt how to upload videos to blogger which saved me time, rather than
having to upload it to YouTube.