My final edition of my A2 media studies is complete.

1. Media evaluation
By Victoria-Louise Sweet

2. In what way does your
media product
challenge and develop
codes and conventions
of real media products?

3. • Once I had chosen the medium of a music video, I
found a non-copyrighted pop-punk song, then I had to
research the conventions of this medium and genre. I
did this by looking up real media on YouTube and
subverted, combined and used aspects of camera,
mise-en-scene, editing and sound to create my
product. Firstly I found that most music videos lip-
synced and inter-cutted between different locations.
Intercutting also known as cross-cutting increases the
pace as the music video develops which means the
pace usually starts off slow with few cuts to build up
tension but gradually shots become shorter and cuts
occur more frequently to create a climax so it then
slows down towards the end. This is because cutting
conventionally occurs on the beat and the pace of pop
punk songs speed up and then slow down gradually. In
addition I found that most Pop-punk music videos
were performance and narrative based such as;
Weezer’s “We are All on Drugs”, Avril Lavigne’s
“What the Hell” and Paramore’s “Only Exception” So
I transferred these editing techniques to my product.
This meant during the verses of the song my video
focused on the diegesis during the chorus and
concentrated on the band in the chorus due to the fact
this was a conventional structure to cross-cutting.
However, the same three music videos began with the
protagonist asleep which I challenged as mine begins
with establishing shots of a school.
What the Hell by Avril Lavigne
Only Exception by Paramore
We are All on Drugs by Weezer
left - performance section right - narrative section

4. • I mainly used the conventions from the
pop-punk band Blink 182s video “After
Midnight”. As seen below both my promo
and the real media starts with an
establishing shots. Moreover, I obtained
the inspiration from the plot from this
video as two young patients; a male and
female protagonist run away from the
antagonist nurses. However I adapted this
by changing the location from a youth
psychiatric ward to a school. Thus, the
students wore uniforms and the teacher
wore a suit so the mise-en-scene was also
developed. I also adapted the plot slightly
to fit the scenario as instead of the youths
playing with stethoscope, having a wheel
chair race and messing about with foam
alphabet pieces, the youths in my video
bunk a school detention, have a paint
fight and go and see the band Conquer the
Decade in a VIP concert (which is
revealed through the props of tickets).
This is because I wanted to represent age
as a convention of all media is to
represent an idea or belief.
Top - my product– bottom -Blink 182 After Midnight

5. • Narrative is the chain of events in a cause-effect
relationship, occurring in time. Therefore in my music video
the protagonists escape a detention. The detention is
connoted through the mis-en-scene e.g. the time on the
clock in the class room. The escape is cause the kids
wanting to go to see the band playing but they want to have
a paint fight first. The paint fight causes the teacher to find
them because if they had just left the school and gone
straight to the VIP concert then they would not have been
caught. However, this scene will engage the audience
because when I spoke to my peers in my media lessons this
was the idea that they liked the most. Another idea they did
not like that much was finding their school reports on the
teachers computer and deleting them but this was not very
creative because “After midnight” by blink 182’s project
pretty much does this with paper reports not electronic.
Therefore I aimed for the diegesis to be from the students
point of view to target my audience more easily. I think that
some older people may not like the plot or story that is
presented, but others will relate to it and feel nostalgic while
watching it for example I remember on last day of term at
my secondary school it was a tradition that the year 11s
stole the clocks to annoy the teachers. It turned out to be
quite irritating but funny because this was the time they did
mock exams so some teachers went to extreme lengths to
prevent us from taking the clocks such as locking them in a
cupboard until they needed it for a practise paper, even
though we intended to give them back eventually.

6. • To a certain extent my promo is a mixture of an unrestricted and
restricted narration because it is not necessarily factual like the
news but it still builds tension especially at the beginning with
the long establishing shots of the school because it mediates my
product as it excludes the introduction of characters for quite a
while. It also excludes a large amount of the antagonist chasing
the protagonists around the school because this is not engaging
and only a small minority of my audience will know the layout of
the . This is copied from “Little things” by Good Charlotte
because the layout of the school is not known to the audience.
However, I challenged conventions because although I excluded
the costume change, I used a title stating 2 hours had passed to
ensure continuity was maintained, unlike Avril Lavigne who
skips the costume change because of it’s lack of importance.
Therefore, they have been mediated as certain shots have not
been selected.
• Nevertheless, I followed a traditional linear narrative of
equilibrium (with the empty quiet and calm corridors) disruption
(detention or escaping the detention) conflict (paint fight or
getting caught) resolution (escaping the school) re-equilibrium
(going to see the band in a VIP concert). Therefore, it tries to
meet a resolution but the more traditional resolution would have
been for the antagonist to catch the protagonists like in Blink
182.’s After Midnight. Although I do not feel my audience
decode the flashbacks I had encoded a short backstory with the
use of the long establishing corridors. Even though I did not use
all 8 conventional character roles I did use a hero and villain
which helped move the narrative forward. Moreover I used
binary opposition such as good and evil or student and teacher to
make sense of the narrative.
• My survey told me that most of my audience was going to be
British at the beginning of the process I wanted to make sure I
used the cultural code. Thus most of my target market will have
similar ideologies because they were exposed to similar
experiences. What’s more, throughout the whole promo I used
the hermeneutic and the enigma code because the audience is left
questing; will the teacher ever catch the students? Or what
happens to the students when they go back to school? However,
these questions are answered by the end of the music video; the
students do not care due to their rebellion. Hence, although
tension is built an anti-climax causes a re-equilibrium in the end.
Top - my product– bottom row -Blink 182 After Midnight

7. • I also combined “Wake me up when September ends”
by Green Day with the rest of my research because
Green Day’s video had sections of diegetic sound at
the beginning and middle. Therefore, I combined this
with “What the Hell” by Avril Lavigne, Weezer “We
Are all on Drugs” and “Helena” by My chemical
romance which didn’t have any diegetic sound.
Hence, my product had some diegetic sound at the
beginning but the non diegetic score of the song like
most music videos was used throughout the rest of
the medium. Also the non diegetic ticking of the clock
was used to ensure the quality of the sound was
clearer to the audience. Moreover, it challenged
conventions because most music videos do not have
more than one non-diegetic score. Additionally, This
is due to the idea that most pop videos have a little
narrative section at the beginning of them for
example; “If I were a boy” by Beyoncé which is the
pop part of the sub-genre Pop-punk. So by combining
this with the black clothes the band is wearing in my
product it makes it more punk orientated because pop-
punk is an adaption of Rock. Many pop-punk bands
wear black or dark clothing e.g. My Chemical
Romance, Green day and Blink 182 because black
connotes death for example the Beatles wore black
suits in their music video “Hard Days Night” which is
iconic to the rock genre.
Helena by My
Chemical Romance
Weezer we are all on
Drugs
What the Hell by
Avril Lavigne
Wake me up when September ends by
Green Day
“If I were a boy” by Beyoncé “Hard Days Night” By
the Beatles

8. • I challenged the Pop-punk genre as many of these
songs were about war and featured this in their
music videos e.g. “When your Gone” by Avril
Lavigne, “Now” by Paramore and “Wake me up
when September ends” by Green Day. I also
challenged conventions from “What the Hell” by
Avril Lavigne, “We are All on Drugs” by Weezer,
and “Helena” by My Chemical Romance, because
the protagonist in the narrative section is usually
lead singer in the performance section.
• Thus, I copied conventions of the Pop-punk genre
again because none of them included a paint fight
but I came across the promo Bounce by The Cab
which is a hybrid of Pop rock, emo-pop, alternative
rock, and pop punk. As a result I combined this
with conventions of the pop video Let Go For
Tonight by Foxes to even out the rock elements of
the cab. The use of the prop of the paint
emphasised the stereotypical representation of age
which has different interpretations. The negative
rebellious teenagers with the positive wise adults,
or the negative serious and boring adults with the
positive, happy, athletic and free youths. What’s
more it will engage younger viewers because I
adapted my mise-en-scene by using younger actors
so will make it easier for the target market to relate
to my product.
When your Gone by Avril
Lavigne
Now by Paramore Wake me up when
September ends by
Green Day
Bounce by The
Cab
Let go for tonight
by Foxes
Lets hear it for the Vague
blur by Conquer the
Decade

9. • I used the convention of breaking the fourth wall which is
done in all music videos including mine making the media
postmodern because it blurred the lines between reality
and the media. Additionally, this was engaging because
the audience and the lead singer made eye contact. This
was obtained through close ups and mid shots of the lead
singer and long shots of the band which conveyed the
emotion of sadness. This is because the narrative of my
music video is about leaving school and going into the
real world of work which is conveyed through the lyrics
“They told me I’d be fine without my former life”. The
“They” refers to the teachers or antagonists, so implies
they are not “fine” as the band reflects on the protagonists
in the flashback diegesis. The idea, it is a flashback is
conveyed through the establishing shots of the empty
corridors at the beginning of the video. The fact, there
were more close ups of the lead singer than long shots of
the band portrayed the detail of emotion needed. This
camera technique is not used in just the pop punk genre
but also in a large amount of promos such as “Clint
Eastwood” by Gorillaz which is a Alternative rock hybrid.
• However I did challenge conventions of all music videos
to engage the audience more, for example I used a high to
low over the shoulder shot of the drums to make my video
more interesting for younger audiences which the video is
aimed at. I also unintentionally challenged music videos
because the props of microphones were not accessible and
these are used in all performance based music videos use.
However, I combined these ideas with a conventional
close up of the drummer and the mise-en-scene of props;
guitars and amps, to target a broader older audience who
prefer familiar shots from real media such as Blink 182’s
promo “After midnight”.
My media product is on the top row and Clint
Eastwood by Gorillaz is on the two on the left in the
2nd row. My promo is on the 3rd and After midnight
by Blink 128 is in the 4th row.

10. •While creating my product researching never
really stopped as I found the Pop-punk band
Good Charlotte who did a music video called
“little things” which was set in the location of a
school. Therefore, I unintentionally copied
conventions from this promo as depicted above
because I found this video after coming up with
my idea of youths rebelling. I developed this
because in America students do not wear
uniform like they do in the UK and because my
video was made in English setting I wanted to
subtly represent this stereotype of ethnicity. I
also copied the mise-en-scene of costumes
because both teachers are wearing suites.
Furthermore, I copied the sign of the school but
adapted the camera shot from a low to high shot
to a long establishing shot.
•What’s more I challenged conventions because I
decided to have a VIP concert with just the
protagonists instead of a concert with a crowd.
The pop-punk music videos ”What The Hell” by
Avril Lavigne “Little Things” by Good Charlotte
and “Only Exception” by Paramore all have
crowds watching the band. Although I wanted to
copy this convention because it was effective in
the real media, on a small budget actors were
difficult to organise as I did not pay anyone in
my video, like I would have in the real world of
work. However, I did manage to obtain the
conventional editing technique of eye line match.
This was adapted mainly from Paramore’s video
who were not performing in the concert scene of
“Only Exception” but the lead singer/female
protagonist was at a different concert with the
male antagonist, who wasn’t part of the band,
like my female and male protagonist who were at
the concert of the music videos song this
juxtaposing in Good Charlotte’s and Avril
Lavigne’s Video the bands were the protagonists
performing to a crowd of people.
Top row has print screens of my product and bottom
row little things by Good Charlotte
Only Exception by Paramore little things by Good Charlotte
What The Hell by Avril Lavigne
Lets hear it for the Vague blur by
Conquer the Decade

11. • I combined the mainstream clothing of
the green coat from the pop-punk music
video “Only exception” by Paramore
with the fans in the videos ”What The
Hell” by Avril Lavigne and “Little
Things” by Good Charlotte by having my
female protagonist wear a leather jacket
and my male protagonist wear a hoodie.
• I also copied the promo Helena by My
Chemical Romance as the band all wore
the same thing so were uniform. I tried to
copy this completely but did not have the
funding for the suits as in the real media
they all wore red ties, black or white
shirts and black suites with black shoes.
Therefore I combined the uniform idea
with blink 182’s music video “After
Midnight”, Paramore’s promo “Only
Exception” and Green Day’s “Wake me
up When September Ends” which all
have dark coloured clothes and told my
actors to wear black or dark coloured
shirts, trousers and shoes. In Addition I
copied the medium key light that was
used in all of the real media’s narrative
sections that I researched. Plus, I copied
the low key lighting from Green Day’s
promo “Wake me up When September
Ends” and Blink 182’s “After Midnight”
during the band section.
Helena by My
Chemical Romance
Wake me up when September
ends by Green Day
Blink 182 After
Midnight
Lets hear it for the Vague
blur by Conquer the Decade
Only exception by
Paramore
What The Hell by Avril
Lavigne
Little Things by
Good Charlotte
Lets hear it for the Vague
blur by Conquer the Decade

12. • Additionally, I challenged the make-up of the
pop-punk genre for example in the music videos
“Helena” by My Chemical Romance, “Wake me
up when September Ends” by Green Day, “What
the Hell” by Avril Lavigne and “Little Things” by
Good Charlotte the music artists all wear make
up. Whereas my product none of the band
members wear make up. This will enable
audiences to relate to my music video because
males do not normally wear make up.
• However, I copied conventions of the pop punk
genre because the promos “Wake me up when
September Ends” by Green Day and “After
Midnight” by Blink 182 both have two
protagonists who are not part of the band. What’s
more I adapted the natural make-up of the female
protagonist but copied the male protagonists
make-up. This is because in these two real media
the male protagonists did not wear any make up
and the female protagonists wear a little
foundation and mascara. This is similar to my
product as my male protagonist didn’t wear any
make-up and my female protagonists wore a little
eye liner, foundation and mascara like Avril
Lavigne in her music video “What the Hell”.
Thus, ensuring it fits into the pop-punk genre.
What The
Hell by
Avril
Lavigne
Little
Things by
Good
Charlotte
Wake me up
when September
ends by Green
Day
Helena by
My
Chemical
Romance
Wake me up when September ends
by Green Day
After Midnight by Blink 182
Lets hear it for the Vague blur
by Conquer the Decade – my
product on top row

13. • Furthermore, I challenged the
conventional tracking camera
movement which is used in quite a few
pop-punk music videos. I think it
probably would have been more
effective and conveyed the genre more
if I had copied it but I did not have a
the equipment of a dolly so I would
have had to make one which is quite
time consuming and did not think
about this early enough in pre-
production. Instead I used the
unconventional pan to try and obtain
the same effect.
• Nevertheless, another convention of
music videos in general is the still shot
which I used throughout my product.
For example the promos Helena by My
Chemical Romance, and Wake me up
when September ends by Green Day
both use still shots. In fact the music
videos above that conventionally use
tracking shots use some still shots as
well such as Only Exception by
Paramore and What The Hell by Avril
Lavigne.
what The Hell by
Avril Lavigne
Little Things by
Good Charlotte
Only Exception
by Paramore
Blink 182 After
Midnight
Helena by My
Chemical
Romance
Wake me up when
September ends by
Green Day
Only Exception by
Paramore
The Hell by
Avril Lavigne
Lets hear it for the Vague blur by Conquer the Decade – my product on top row

14. • I also challenged conventions of the pop-
punk because I used the editing technique
of dip to black at the end of my promo
which none of the music videos I
researched did. However, I wanted to
convey emotion and engage younger
audiences with interesting editing methods.
I reinforced this with the shot reverse shot
(SRS) editing tool because this enabled to
portray protagonists emotional reaction to
the music, this was of happiness because
they successfully got away from the
antagonist and were at a VIP only concert
which was emphasised through the sign on
the door.
• However, conventions of happy and
excited facial expressions, body language
of the fans were copied from pop-punk
promos such as ”What The Hell” by Avril
Lavigne “Little Things” by Good Charlotte
and “Only Exception”. Stereotypical
Relaxed and focused Facial expressions,
body language of the band were also
copied from the video After Midnight by
Blink 182 and Only Exception by
Paramore.
Lets hear it for the Vague blur by Conquer the Decade – my product
After midnight by
Blink 182 top row
What The Hell by
Avril Lavigne bottom
row
Lets hear it for the Vague blur
by Conquer the Decade top
row and Little Things by Good
Charlotte bottom row
Only Exception by
Paramore both rows

15. • Similarly, in my ancillary task I continued to copy,
combine and subvert conventions of real media. Firstly I
found that most digipaks and album adverts have the
band name and album name so I copied this vital
conventional language. Likewise, I combined
conventions of the pop – punk genre for my digipak
front cover. This is because I wanted to intrigue
audiences by allowing the band anonymity. Real media
such as the digipaks by the music artists Blink 182,
Paramore, Jimmy Eat World, Green Day, My Chemical
Romance, Motion City Soundtrack, Taking Back Sunday
and The Get Up Kids all obtain anonymity by not having
images of the band on the front cover. However, I
adapted this convention because I copied the skull from
the My Chemical Romance album cover to maintain the
anonymity of the band members by using the non
copyright images of skulls as masks. Thus this combined
it with albums by Avril Lavigne, Good Charlotte and
Weezer which have photographs of the artists on their
front covers. I achieved this by editing the skull to fit the
sizes of the faces of the band and adjusting the opacity
down to 70% so that their facial features are seen slightly
to create an edgy tone which matched the music.
Therefore, I challenged the conventional opacity of
images because the real media I have researched have
their images at 100%. In Addition, I used the
conventional layout of the bands positioning and camera
angle from Weezer and Good Charlotte. As the both the
real media and my front cover used a long shot of the
band and edited it with an eye line match.

16. • Additionally I copied the conventional graphic of splattered paint from
the Blink 182 album for my background. I did not know whether this
was a photo of real paint or a computerised photoshop of paint so I used
both. I did this to use synergy as well because it refers back to my
music video where they have a paint fight. Therefore this
conventionally strengthened the brand of my products. This is
conventional because Green Days CD front cover had an image of a
hand holding a heart shaped grenade which links firmly to their music
video due to the plot being about the protagonists being in love but
separated by war. Furthermore, this is the reason a large amount of
digipaks have photos of the music artists in them; to use synergy which
promotes the band. Nevertheless, I adapted the colour of the graphics
from pink and light blue to green and dark blue to combine my idea
with Weezer and connote masculinity to broaden my audience. This is
because when I researched the target audience of the Pop-Punk genre it
was directed mostly at females but I wanted to target my products to
both genders to enable higher sales and gain more profit.
• However, I challenged the font of the band name “Conquer the Decade”
and album name “Let’s Hear it for the Vague Blur” because I wanted it
to relate to the bands title itself. This is because the verb Conquer and
the noun decade are quite historic. Hence, I used the Rosewood font for
the band title and Charlesmagne Std because they both had an
antiquated feel to them. This relates to my music video because there is
a flashback as the band is reflecting on the past as they leave school.
This is due to the fact the band is going to university or the real world
of work and they are becoming nostalgic as they watch the younger
protagonists rebelling. On the other hand I copied conventions again
because I typed the font in big capital letters like real media e.g. Green
Day, Avril Lavigne, Motion City Soundtrack, Taking Back Sunday,
Good Charlotte and Jimmy Eat World. Nevertheless, I challenged the
conventions of the font again because Rosewood and Charlesmagne Std
are both Serif fonts which goes against the majority of the band names
in pop-punk real media I researched such as Green Day Avril Lavigne
Motion City Soundtrack, Taking Back Sunday, and Jimmy Eat World
because these all use San Serif fonts. Lastly, I used the conventional
bold font and I copied the size of the Album name as this is always
smaller than the band name in real media researched.
Wake me up
when September
ends by Green
Day

17. •Furthermore, I challenged conventions of the miss-en-scene as the costume
on the front cover because in real media such as Avril Lavigne’s, Good
Charlotte’s and Weezer’s digipak all wear the same style of clothing (which
I did copy as dark coloured clothing is conventional of the pop-punk genre)
but not the same as their music video. Hence, to use synergy the band on the
digipak is wearing exactly the same as what they are wearing in the music
video which strengthened the brand of my products. I Continued to
challenge conventions as both Good Charlotte and Avril Lavigne’s album
are wearing a bit of make up. Whereas, although it is difficult to tell behind
the skull like masks the band has no make up on. Moreover, I combined the
conventions of the use of props as in Weezers digipak there is a guitar, on
Good Charlotte’s album the is an old fashioned microphone and in Avril
Lavigne’s front cover there are no props used. Thus, I used no props in my
product.
•However, I challenged the conventional layout of real media which usually
has the album name under the band name. For example, the following
artists’ albums all follow this convention; My Chemical Romance, Avril
Lavigne, Taking Back Sunday and Green Day. However, I felt that it was
easier to see the Rosewood font at the bottom compared to the top because
the 2 photographed splatters of paint on the right landed at the heads of the
band members and I thought they looked like halos which was quite ironic
as they are rebellious youths. Due to the notion that I did not know how to
edit photographed spatters of paint and if I turned the background upside
down, I would loose the halos, I decided to keep the band name at the
bottom otherwise it would look too busy and unpleasant to the eye and the
album name in the top aligned to the right. These both had white
backgrounds and reinforced the ironic idea of the halos because white
connotes purity which contrasts the music video. What’s more the
conventional colour white was also copied from the pop-punk albums My
Chemical romance, Blink 182 and Avril Lavigne. Plus, I added the two
other splatters of paint with photoshop to add emphasis to the halo idea
because they were positioned behind the two other band members heads.
The positioning of the text was also adapted from the album The get up
Kids because instead of being at the bottom aligned to the left my product
has the album name aligned to the right at the top.

18. • Firstly, in the back cover of my digipak I used the conventional, bar code, track names and copyright conditions which are
from all real products. I also used the conventional band and album name which is repeated on the two spines of real
digipaks like the the record label logo which is also conventionally on the back of the of the CD cover and I developed by
combining the following logos:
• I developed it by copying the black and white colours but challenging it by adding red. I also copied the language;
“Backstreet” and combined it with “Credits”. I copied the serif font convention but challenged the italics font and adapted
the font to Myraid pro. I also copied the font as “back street” capital letters but I challenged them again because “credits”
is in lower case. I also copied the graphics because most of the real media I researched had a border around part or all of
the logo.
Paramore
Blink 182My Chemical Romance Green Day Avril Lavigne
Conquer the DecadeWeezer The Get Up Kids Taking Back Sunday
Jimmy Eat World

19. • However, I did copied the layout of the song tracks because
they are conventionally aligned to the right at the top. For
example Green Day, Blink 182, and Taking Back Sunday all
follow this convention as well. I adapted the image of
splattered paint from My Chemical Romance (The back of
the black parade conductor), The Get Up Kids (The candle
which is in front of the robots in the front cover) and green
day (The pin to the grenade on the front cover of the
digipak) to a paint splatter to make the brand consistent
throughout the digipak like real media does. However, I
challenged the convention of having photos on the back of
digipaks as Blink 182 and Avril Lavigne have photos of the
on the music artists. Plus, Taking Back Sunday and Jimmy
Eat World both have photos related to the front cover on the
back of the CD case. I also copied the positioning of the bar
code which is mostly aligned the left in real media texts
such as Green Day, Paramore, and My Chemical Romance.
Furthermore, I challenged the alignment of the copyright
conditions which are normally aligned to the left but in
Taking Back Sundays digipak they are aligned to the right
like my product and I haven’t used many conventions from
this pop punk product. Moreover, I copied the conventional
layout of the spines because both Green Day’s and
Paramore’s digipak starting from the bottom going to the top
there is the bands name, album name and record labels logo
facing inwards to the back cover which is like my product.
Paramore
My Chemical Romance Conquer the DecadeThe Get Up Kids
Blink 182Green Day Taking Back Sunday
Avril Lavigne Jimmy Eat World

20. • Furthermore, I copied the convention of the colour scheme
red, black and white from Green Day Avril Lavigne and My
Chemical Romance to make the track songs easier to read
compared to the splatters of paint which would have made it
too busy and not aesthetically pleasing. Whereas the white
and red font stands out against the black background.
• Moreover, I adapted the font which is the same as my album
name’s font; Charlesmagne Std. This is to keep the brand
consistent throughout the Digipak. This occurs in all pop-
punk real media I have researched but I adapted it to fit my
font as I did not copy these mediums font. I also developed
the San Serif font called Verdana for the copy right terms
and conditions.
• Nevertheless, I challenged the convention of language by
numbering tracks because the band only has 7 and I did not
want to emphasise this because it is not that many compared
to the Get Up Kids who have 14 this is not that many.
Therefore, people will be less likely to pay more for the
product because they are not getting much. What’s More I
copied conventional language by excluding the band or
album name on the back cover because most of my research
does this except Avril Lavigne which has both. I combined
and adapted the language of the copy write terms and
conditions from the Avril Lavigne and Green Day back
cover by changing the names. For example “Photograph by
Victoria-Louise” and “Executive Producers James Michie &
Simon Ford”. All digipaks also state something on the lines
of the following “unauthorised, copying, reproducing hiring,
public performance, broadcasting and lending is punishable
under federal law” like my product.
My Chemical
Romance
Green Day Avril Lavigne
Conquer the DecadeThe Get Up Kids

21. • Furthermore, I challenged conventional black CD
compartment and used the exact background of the
front cover which had splatters of paint on to
maintain the brand throughout my digipak.
• However, I copied the colours (black and white)
and language of the top right panel of the digipak
because all real media have band members names
here. I also added many thanks in smaller font
which is also conventional of the inside of a CD
case. I also used Charlesmagne Std and Verdana
font again to keep the brand consistent throughout
my product.
• I also adapted the images of the top right and left
of the digipak because they are usually band
members I used the same colours and graphics
(splattered paint) as the front cover to reinforce the
brand again.
CD Compartment - conventional
layout of top row middle of my
Digipak
Conventionally Top left of
my Digipak
Conventionally Top right
of my Digipak
Conventionally bottom left
of my Digipak
The images are it the right way up which
audiences would view the inside of the
digipak once it was folded and put in a
case

22. • Moreover, I adapted most of the
conventions to suit my products
advert because it is conventional to
have the band name, album name,
front cover of Digipak, record label
logo, what else can be bought e.g.
tickets, name of website or store
where the album and tickets can be
bought and release date. I combined
all of these conventions from the
album adverts from the pop-punk
bands Green Day, Paramore and
Blink 182. I conventionally used the
same font and colour scheme from
the digipak like Paramore to create
synergy.
Unfortunately I could not obtain the album
adverts for the albums I researched for the
digipak

23. • I think the combination of my main
product and ancillary texts were very
effective. This is because as stated
previously, I used paint as a prop in
my music video and graphic and
photograph on my front cover. I also
photographed the band members for
my front cover which was used in my
album advert. I used the same colour
scheme and fonts throughout my
digipak and album advert to create
synergy as well. The language was
also consistent throughout because I
named my music video Let’s Hear it
For the Vague Blur and put this as my
album name which was on the front
and back cover of my digipak and on
my album advert.
How effective was the combination of your
main product and ancillary texts?

24. What have you
learnt from your
audience
feedback?

25. • Firstly, gender was slightly biased as more males did my survey in
ratio to females which may effect my results. This is because more
than half of the people that did my survey were male and less than
half of the people that did my survey were female. This was lucky
because males were predominant in my promo so represented
stereotypes of gender. This is due to peoples perception and or
experiences in society that men a stronger and women are more
fragile. Therefore women need men to help them more. However, it
could be interpreted that females like boy bands more so my music
video will hopefully target both genders.
• What’s more, due to the fact that I posted the survey on Twitter,
Facebook and Blogger means that younger audiences were more
inclined to respond because this is the social medias target
audience. Fortunately young people are my target audience so
although it may be biased again I will obtain a clearer image of
what my target market thinks of my products. However, I was
surprised because 28% of the people who did my survey were 21 to
30 and I thought it would have been 11 to 20 because these are my
peers but this only obtained 20% I did ask my cousin to share it so
this makes sense as 21 to 30 is her age range. I also used the
representation of stereotypical gender throughout the promo
because youths are thought of as to be fast but delinquent whereas
older people are thought of as wise but weak. Hence as there are
still a large proportion of people doing my survey over the teenage
years, audiences could get offended.

26. • Nevertheless I was not surprised to see the
ethnicity results because I go to a school in
Buckinghamshire in England and live in the
Suburbs of London 60% was the most likely
outcome. This is the reason I used all white
people in my music video that and the fact that
is a convention of all the pop-punk music videos
I analysed. Therefore more people of White
British ethnicity should like the video.
• Plus, The occupation status wasn’t a surprise
either considering the age 21 to 30 means most
people would be in work which is great because
these are the people most likely to be in work
with the money to buy my products with unlike
the 26 students who may still get them as
presents. Even so there are more part time
employees who will have more money than the
students or are both part time workers and
students.

27. •Was the Music Video edited well?
•It was good but then the location confused me because they left the school
and then came back to the school - continuity there wouldn't be a VIP
concert in the school l and the kids wouldn't have gone back to the school if
they were in trouble with the teachers.
•What was your favourite section of the music video?
•The paint scene and the beginning bit and the band bit!!! ALL OF IT!!!
•What can be improved?
•The Verisimilitude I mean would a teacher really chase pupils round the
school? I think not! They would more likely call their parents who would
scream blue murder. Plus the paint scene needs more paint.
•The acting could have also been improved like when the guy ran through the
drama studio door towards the end he could have ran faster.
Most Common and Best
Answers

28. • I am quite happy with
my results 62% of the
104 people who took
my survey stated my
products were pop
punk. What’s more
93% said they
thought the brand was
consistent though out
which means I used
synergy well
throughout my
Digipak, music video
and album advert.

29. • Lastly, 14% said they were
engaged fully by the video.
Therefore, 86% were not fully
engaged. However 20% said it was
8/10 which is a lot more than the
small minority that said it was
1/10. Approximately 20% of the
people who took the survey
thought it was 1/10-5/10 and 53.3
thought my products were 6/10-
8/10 which suggests the majority
were engaged. However, because
the people who took the survey
were older they may not have been
as interested as intended.

30. Best and Most Common
Answers
What do you think went well in the Digipak and album advert?
The Skulls are cool
What do you think could have been better in the Digipak and album
advert?
The paint could have been splattered more evenly and the font could
have been clearer and bigger if the band members were made
smaller. This would have been more conventional.

31. • Should I want to sell my Digipak I would
do so on iTunes because surprisingly
46% said they would expect to find it
there I thought it would have the music
store which was not far off at 15%. I was
also shocked that not many people said
they would normally see album adverts
on billboards because I thought that
that’s the best place to promote my
album. Therefore, it just goes to show I
cannot just assume things I have to
research and check with my audience
first because the majority stated they
would these adverts in magazines and
posters. Nevertheless, I was not surprised
at all that nearly 3/4’s of the people that
took the survey said they watch their
music videos on YouTube because it is
free and its what I do.

32. How did you use new media
technologies in research,
planning, construction and
evaluation stages of the
project?

33. Research• I used new media technologies in my research, for example I looked up the pop-punk genre and different types of music
videos e.g. narrative, performance and concept based) with the help of the search engine Google. I then searched for real
media on YouTube and took notes on conventional mise-en-scene, camera angles, editing techniques and sound. I also
looked up different pop-punk digipaks and albums on Google images and took notes on conventional use of colour, images
(mise-en-scene), language, layout and font. All of which I recorded on Blogger by embedding the videos and importing
images, analyzing them in blog posts. This enabled me to see how synergy is used throughout the three products and
ensured I had a clear understanding of how to make my brand consistent throughout my project. Plus, by knowing what the
conventions were I was able to challenge, use and develop them in my products. I also used Wikipedia and media magazine
to learn more and do some further reading which widening my knowledge about theories used in media including the
following:
1.Narrative
2.Genre
3.Representation
4.Structuralism
5.Post-modernism
6.Meta-modernism

34. Planning
• While planning I used a variety of new media technologies to develop my project. For example, I used Google Docs to
create a form to find out more about my target market. I posted and tweeted this on Blogger, Facebook and Twitter and
asked my friends and family to fill it in. Next, I used a Microsoft Spread Sheet to create graphs and copied them to
Microsoft power point on a Dell computer to convey my data. After that I posted my PowerPoint on Slide Share which I
embedded into my blog.
• What’s more, I used a SLR digital camera which I had never used before to take photos of the 56 shots in my storyboard
and uploaded them to a MacBook Pro with Premier Pro to create an Animatic. Then I exported it to enable myself to upload
it to YouTube so I could embed it into my blog but then tweaked and improved it as I had not at first followed the
conventional structure of music videos i.e. I did not have the narrative scenes during the chorus and the band scenes during
the verses. Once I was happy with it I exported, uploaded and embedded again using the same media technologies.

35. Construction• During the construction process I continued to use more new media technologies. This is because I used a sony camera and
a tripod to film my music video. Firstly, I obtained my song from my Step Bother’s band who had uploaded it from
youtube so I converted it into an MP3 file and imported that to premier pro. I Then filmed the narrative and band sections
on different days to ensure my actors were not waiting around. Plus, I filmed each band member from two different camera
angles throughout the song to make sure I had more than enough footage to edit and would not have to reshoot much.
However, I did have to reshoot the lead singers close up. This was because I thought when shooting it first to have keep
continuity the drums and drummer had to be behind the lead sing but this was distracting and would not engage the
audience enough. Hence when I reshot it I made sure the lead singer made more eye contact with the camera, knew the
lines more and pronounced his words better because these were also issues.
• Unfortunately, on my first day of filming the room where all the equipment is kept was locked so I went to a different
room and obtained a lower quality camera. This meant if I used a better quality camera the next time I filmed the footage
would look different and continuity such as lighting would be effected negatively. This meant I had to keep using the
lower quality one to obtain a high verisimilitude. However, the files of the footage made my macbook slower because of
the poorer quality and editing with Premier pro more difficult. This is because I had to wait a really long time for the
footage to load so that it could start playing in the preview section and when I put it into the timeline it would flicker too
much to be lip synced in time. Thus, I rendered it which took a tedious amount of time. Once I left it rendering over night
for 8 hours. Nevertheless, I was very patient and managed to get there in the end with my music video finished. I also
edited the speed and duration of clips in order for them to fit in time with the song especially during the narrative section
because I was able to use fast motion which connoted that time went fast when they had fun compared to the slow long
clips at the beginning.

36. • Furthermore, for my ancillary task I used the SLR digital camera again to take photos of my band members individually
(so it was easier to edit later) with a green screen and the splatters of paint. I then imported them into Photoshop which I
had used in GCES art once but did not know how to use it very well. Therefore, I used a YouTube video to find out how
to get the green screen to change to the background I wanted. I learnt that I had to turn all photos or “backgrounds” into
“layers” drag one of the layers to tab you want it in and both layers appeared together. Making sure that the band member
was on top of the back ground of splattered paint I went to select and colour range and selected the green screens colour. I
then adjusted the fuzziness scale to my satisfaction and pressed ok. The band member was then selected so I clicked on
the add mask button and then selected the band members layer and went to image, adjustment and lastly invert i.e.
command I. I did this with each of my band members photos and added text, more shapes of splattered paint and changed
the opacity by clicking on auto-select and show transform controls of the non copy right skull image. I obtained this from
Google images and the opacity was adjusted from 100% to 70% so the audience can nearly see the bands facial features
which created an edgy tone which the music has. I also rotated layers by clicking on auto-select, show transform controls
and dragging the images and text 180 degrees.
Construction

37. Evaluation• I used various new media technologies for my evaluation because once all my products were
complete I exported my Digipak and Album advert as Jpeg files and imported them as images to my
blog. Then I exported my music video as a H264 HD YouTube file so I was able to upload it to
YouTube. Thus, people were able to feedback on my blog post and promo in the comments section
below.
• I also made another survey with Google Drive which I posted and tweeted on blogger, Facebook and
twitter again to obtain responses from friends and family. However, this could have been biased
because people that know me are likely to like my product because I made it but because Google
Drive allows the responses to be anonymous people can answer honestly. Nevertheless, I used
Google Drive again to create the pie charts which are in this powerpoint.
• Lastly, I made this PowerPoint with my new MacBook Pro which I purchased in the construction of
my product and I used the Keynote.