Evaluation

1. Evaluation
Antony Sibanda

2. Production Process Evaluation

3. My Products (Music video, CD Cover and Promotional Poster)

4. Research
One thing which worked well in my research was identifying an existing music video, CD cover and promotional
poster. Doing this taught me several layouts, styles and techniques used in posters, CD covers and music video.
After doing research on how other creators made their products it gave me inspiration to take things from their
products so I could make my own original products. An example of this is how I made the main title of my song
in the centre of my CD cover and in bold text like the album cover I analysed in Jaden smiths ‘SYRE’ cover.
Another thing which worked well in my research was my case studies. I did some in depth research on artists
styles and techniques in their similar products to what I made. This was effective as it informed me as to why
creators involve certain colour schemes , text fonts and layouts to give ideas and connotations to their
audience on their products. An example of how I was inspired by my case study on Jaden is how he keeps the
same colour scheme in blues, blacks, whites, yellows and oranges throughout my products to create my own
graffiti inspired and vibrant brand which I included in my music video, CD cover and promotional poster. I
thought that during my research it was important I got primary research as well as secondary which made me
do a questionnaire. The questionnaire informed me on things such as my target audience (16-18), what they
value in a CD cover (Symbolisation and meaning) and what they’re favourite type of music video styles are
(Concept music videos). I knew that this meant I needed to adopt these different ideas of products into mine
by involving plenty of youth activity to appeal to my audience, A variety of 3 personalities off fashion clothing
of myself in my CD cover for my audience to see and grasp the idea and have a concept of lots of variety and
diverse youths in the video to convey the idea of diversity in youth culture. After collecting all of my research it
then has helped I also did some research on marketing strategies used for promotional posters which
influenced my products in ways to make it more appealing towards my specific audience. An example of how I
did this is by involving bright colours, vibrancy and simplicity throughout my products as it will appeal to my
target audience the most. One thing which I needed to work on in my research was my bibliography as it wasn’t
detailed enough and needed to be formatted better. If I had included some links to the different sources it
could of benefited me so that I can easily get back to my sources of research.

5. Planning
One thing which worked really well in my planning was deciding on a style sheet colour scheme. The colours in
which I planned on black, white, yellow, blue and black I think well represented and showed connotation of the
idea of diverse and urban youth culture which I wanted to convey when I produced my music video, CD cover
and promotional poster. These colours are used frequently in graffiti which is included and one of the main
attractions of all of my products I made. Another thing which worked well when I was planning was designing
layouts for my promotional poster. By doing this it helped me way up the pros and cons of each layout in which
gave me a conclusion as to which layout I would end up using for my actual product. I ended up using the A4
layout of my poster which I thought would make the best out of the space on the page and be the most
appealing to my target audience. Creating a work plan for my production weeks was very important because it
meant that I knew what I was going to complete week by week to have my final products in time for the
deadline. One thing which I would need to improve on next time I'm planning would be to put more detail into
my health and safety assessment as it would of made me more aware of more dangers i could of faced when
out filming my music video.

6. Time Management
During my project I knew that my time management needed to be on point after my last project where I fell
behind which in the end may have been my disadvantage. I created a work plan in my planning which specified
what tasks I would set myself to do every week leading up to the deadline. I managed to stick up to date with
all of my powerpoint documents, filming and producing my projects according to my plan which was successful.
Something which really helped me to be organized and stay on top of my work load was the easter holidays. I
wanted to give myself extra time to edit my music video and create my print products during my 5 designated
weeks of production which meant I filmed and took my photos in the two weeks of easter. Having my FMP idea
bout capturing youth culture, I went out with several friends in the holidays to film them as it was a time where
everyone was free and available. I also spent the two weeks when I wasn’t filming working on my lyrics and
producing my track ready to edit when I went into college. Doing this then meant I could complete my album
cover and promotional poster within two weeks to have 3 weeks to begin my music video. I mainly spent the
third week of production putting my track and clips into premier pro without any edits. The fourth week of
production then involved me chopping up clips more and adding effects and transitions to make it more
exciting to look at. The fifth week of production then involved a little bit colour grading and fixing parts up. One
thing which I will do next time will be to complete all my documents and production a week or two earlier so
that I can get feedback and make much improved versions of my work.

7. Technical Qualities
When creating the song for my project I used a free software called audacity where I could record my vocals
over a beat and mix my vocals. I had to buy a microphone so that the quality of my voice was good enough and
also so you couldn’t hear the whole room in the background of my song. One thing which worked well when
recording my song was keeping it in time to the beat throughout. At some points of my song I overlapped
verses which worked really well to keep he song flowing. Using free software like audacity limited a lot of
things I could do when editing my voice and things sadly which meant the finished product wasn’t perfect. One
thing which I could improve for next time will be to record my vocals especially the chorus with a consistent
volume and quality as it differs making the beat sometimes overpower my voice. When producing my CD cover
for my song I used photoshop. The task consisted of me cutting out some photos of a graffiti wall and myself
wearing a variety of outfits which I took during the easter holidays and making my title text. One thing which
worked well when making my cover was making it nice and vibrant by bringing out the colours, making it more
appealing to the eye. To do this it involves mainly changing the brightness, contrast and saturation settings.
Using the effect of a vignette was also very useful. When producing the promotional poster for my music video
I used photoshop and it consisted of using photos, my CD cover and large text to make. One thing which
worked well when making my promotional poster was making the main assets stand out the most on the
poster. As my main attraction (the CD cover was situated in the centre of the poster, a vignette effect making
the background darker and the area around the cover lighter made it the first thing which my audience can see
which is effective as its bright colours will engage them. I also included a drop shadow on it and also the short
but simple text above and below it to make them stand out from the dark background. When producing my
Music video I used premier pro. Making it consisted of me filming lots of footage showcasing a variety of
different youth groups and individuals and also lip-syncing over my song I made. One thing which worked well
in my music video was my use of filters and effects on screen. Doing this made the music video more fun to
watch then just the original clips which matched with the genral happy atmosphere which the video included.
One thing which I could improve on next time will be to match my lip-sync up with the track slightly better and
cut to the beat more efficiently.

8. Aesthetic Qualities
I used multiple ways of conveying the idea of diversity like involving a large variety of people from different youth
backgrounds and aesthetics. I did this so that my audience would see the beauty in all senses of fashion rather than
see the toxic element of youth culture where people will judge people for being different from themselves. In parts of
my lip-syncing I involved a VHS effect which is seen as exciting to a youth audience as we are used to good camera
quality. This VHS very much differs from other parts of my music video with clearer and more modern quality which
conveys the idea of diversity even within the music video. The music video became way more exciting correlating to
the exciting beat of the song when I added some more effects and transitions to the video. Using a large variety of
transitions for small cuts turned the music video from being extremely dull and almost like a slideshow of videos to
something more exciting to watch and cool. The glitch effect was one which I thought worked very well especially for
the studio shots of my friends sat down showcasing their clothes. It worked well alongside the VHS effect and the
general camera glitch effects throughout to keep that aesthetic throughout. In my CD cover my idea to portray youth
culture was to involve a mainly graffiti style. Doing this gives off the idea to my audience that the song is also going to
be vibrant and lively. The cover is full of lots of vibrant and enhanced colours. This also gives off the connotations that
the song is going to be up beat and creative rather than slower and dull. As my song is named 'diversity' which is
displayed on the front of the cover, I wanted to include something on the over which shows that so that when my
audience see the cover they have an idea that the song is about diversity and youth culture. To do this I cut out
images of myself in three types of outfits which youths would categories. The tracksuit on the left would be seen as
'road', the outfit in the centre is quite '90s inspired' and the outfit I wore on the right is described as the 'soft boy'
look. When my target audience of youths see that they will grasp the idea of diverse youth cultures. In my poster I
wanted to include all of the same things as my CD cover as it is the main image of the poster however I thought as it is
a promotional poster which would be seen on social media or in public places, I needed to make It more engaging. My
poster has a vignette effect in which makes the corners of the poster darker giving the idea of mystery which intrigues
the audience. This effect on my audience happens alongside the vignette making my CD cover on the poster stand out
more to my audience. I also think that the vignette adds a dark feel to the poster which aesthetically makes the
products more exciting than just all bright colours.

9. Audience Appeal
My target audience is a general teenage and youth audience which means I needed to
make my products in a way which best applied to them. In my music video I made it
appeal to my audience through using a VHS effect. Although it is an old fashioned
camera thing, In the modern day a younger audience finds VHS effects amusing and
aesthetic because it is different. My music video is mainly shot around urban areas or
graffiti which are areas which associate with the general youth and youth culture. I
think that its important the audience can relate to a music video as it engages them as
it may involve something they find satisfying which is what keeps them image so
me involving areas and people teenagers are usually around will keep them engaged.
The video involved lots of variety of young people from different culture groups. This
means that my music video could be appealing to all groups of youth rather than just
one group making my target audience very large. My CD cover involves a mainly
graffiti and urban environment in which is usually associated with youths. I used a
graffiti text font which is abstract but readable and would appeal to my target
audience.

10. Peer
Feedback

11. Feedback 1 (Music Video)
What did you like about the product?
I liked the variety of different shot types and the variety of different locations.
It kept me entertained the whole way through as there was always something
different and interesting to look at. The VHS effect looked really nice and
worked well with the song. I also liked the zoom transitions and glitch effects
as they broke the video up nicely and worked really well with the style and
feel of the video and the soundtrack.
What improvements could have been made to the product?
One thing you could have done differently would be to add a few more text
graphics in the middle of the video to emphasise other bits of speech.

12. Feedback 2 (CD Cover)
• What did you like about the product?
I like the different styles of clothing duplicated next
to each other as it links well with diversity and we
can see the point of the product straight away. I
like the colours and the graffiti art.
What improvements could have been made to the
product?One thing you could have changed would
be toning the duplication and opacity down as it
can feel a bit too busy.

13. Feedback 3 (Promotional Poster)
• What did you like about the product?
I quite liked the dark vignette of the background as
it made me think of mystery
• What improvements could have been made to
the product?
I would make the text stand out more by maybe
changing the white to yellow

14. Peer Feedback Summary
• What do you agree with from your peer
feedback?
I agree that I could of included more of the yellow text
throughout the video to emphasis words more
consistantly.
• What do you disagree with from your peer
feedback?
• I feel as though the text was perfectly fine on my
promotional poster as it stood out from the
darker background