Evaluation Draft

1. Following the alt-rock and grunge genre conventions I put the performance parts
of my video into black and white, this was to establish a transition from the
performance parts of the video to the narrative parts of the video, as the
narrative clips were kept in colour but mainly used dulled, washed out colours.
The narrative parts of the video use a basic suburban setting, which matches the
storyline of the narrative, to give a realistic and “gritty” appearance similarly to
most alt-rock and grunge videos.
The narrative challenges the typical genre conventions through the setting
towards the end of the video, as it beaches are not a common setting for alt-rock
and grunge videos, this is done as it matches the more positive conclusion in the
lyrics, this also challenges the genre forms.
On all media products related to my video, the advert, Digipak and record label
logo, I have used the same font and colour scheme in order to create a brand
identity. Using the same colour-palette and fonts in my media products makes all
of the band’s products recogniseable.
The first audience feedback I gathered was on the song I was using, I showed
people of various ages and genders the song, there was a more positive response
from younger people and one older person said, “It’s definitely a band for
younger people.” This helped me work out my target age group, aiming my
products at teenagers and young adults.
Along with this I received feedback on what people would like to see in the video,
what they expected from the genre and what they would find interesting,
although some of the suggestions did not match my personal view of what the
video should be, it was an insight into how different people interpreted the alt-
rock genre, once again it mostly relied on ages differences, one person who was
older suggested seeing one actor play all of the band member parts in the video
giving something of a humorous tone, whereas younger people agreed with my
idea of a more serious concept.
Along with ideas for my video my audience feedback research helped me find
bands of the same genre to study for genre conventions and ideas, as suggested
by people who listened to the song I was using and saw my ideas for the videos.
I used a Wix page to present my work as I had existing knowledge of how to use
this program but still had the opportunity to further my experience with using
this, it featured ways to include images, videos and text and ways of embedding
different pieces of work such from websites such as Slideshare, which is another
website I used to help present my work and back up my work.
I also set up a YouTube channel for the band, making it look like an actual band
channel, which I could use to present work and save any ideas for influences on
the video and tutorials for the construction of the video and Digipak.
Pinterest was a useful website where I could find and collate ideas for the video
and Digipak, and share them easily with the actors so they knew what they
would have to do and wear in the video and any photoshoots.
I used Messenger as a way to contact the actors working on the video, I created a
group chat for the music video so I could arrange filming times and plan
costumes.

2. Photoshop was used to construct the recording label logo, Digipak design and the
advert, I could use different tools in Photoshop to experiment with different
designs for my products and I eventually found a way to give all my media
products a form of brand identity, using a similar colour palette, font and theme
of what imagery is used.
The construction of the video was done through Final Cut Pro, I found YouTube
videos to learn different editing techniques however Final Cut Pro was easy to
navigate and learn how to use quickly.