Media Music Video Evaluation

Media Evaluation Music Video
Aman Dhillon

In what ways does your media product use, develop or
challenge forms and conventions of real media
products?
I have made a hybrid music video where I have used two different genres of music being urban uk grime and rap. This has allowed
me to research both codes conventions of both genres. My main focus was to create a freestyle video like the ones I have seen on
many popular YouTube channels over the years. These have been getting very popular as the hybrid of grime and rap is becoming
increasingly popular.
The song me and my artist have produced is about his personal life therefore it had to have
a calm feeling to it so when they made the beat they had this in mind. Also the video had to
show this also. This is why I kept the lighting and other aspects very low, I wanted to create
a relationship between the viewer and the artist, because Kameron (artist) is speaking about
his life troubles and what he does on a day to day basis I wanted it to be like he is talking
directly to the audience so even if they don’t like the music they are passively taking in
what he is saying.
This is why you can see the
music video is simple but yet
dark and you can catch what
he is saying and not be
distracted by a big music
video.

products?
• Mise En Scene - The mise en scene of my music video was very simple but yet very effective. It was shot
in a studio and this is why I called it a “studio freestyle” as a freestyle has changed a lot and now is known
as playing a beat and rapping over it. The mise en scene was very effective as he is talking to the audience
through the camera and saying his lyrics, the lyrics go with the music video because you can feel what he
is saying. He is also wearing dark colours and the lighting is very low, this is using the usual conventions of
normal uk urban grime music videos. The conventions of these music videos is that they are a dark theme
as the artists are talking about the struggles they are going through so it is not like the traditional rap
music videos where they are throwing money around and having a good time. This is how my mise en
scene challenged the conventions of a rap music video as most of the time these rappers can be talking
about something emotional but be in a strip club throwing money around. This is why I wanted to
combine the dark effect of the video and still have him talking about the struggles as well as good things in
his life, because I believe the audience will want to see this as they then can connect with the artists and
some can relate to the same struggles.
• Sound – I did not have any diegetic sound in there as I believe this was not necessary for the music video
I'm making. My music video does not look lip synced as in the grime music videos they are mainly playing
a beat and rapping over it with no lip syncing unless it is a high end music video as they want to talk
directly to the audience and I believe now the audience can tell when you are lip syncing and it would not
be effective. My target audience being mostly in the grime genre would also look at this as weird because
this would then not be a “freestyle”. The lyrics are conventional and goes with the grime and rap genre
being talking about the struggles they are going through in their everyday lives.

products?
• Camera – As you can see I have kept the same main camera angle throughout the music video, this is
because I wanted to keep it as a natural feeling and if I including to many different angles for this freestyle
music video it would off become to complicated. As I believe and from my audience research the grime
genre audience mainly want to hear the lyrics as well as see the artist and upon doing my research I have
seen many popular artist do music videos in studio but make it to complicated where the audience is just
looking and the video and not the lyrics so by doing a simple music video it allows the audience to focus
on what he is saying as it is a close up shot where he is looking at the camera talking directly to the
audience (breaking the 4th wall) and therefore it is more effective than having lots of different camera
angles.
• Editing – The editing of my music video was very difficult but yet very worth it. As Kameron uses a lot of
metaphors it allowed me to create something very well in my music video. When he says “flow so sick
send man to the doctors” by putting a quick Stethoscope picture while he says this is creates a sort of
humour to the music video and also if the audience didn’t catch the wordplay they will after they see the
picture, and as grime and rap is all about the person with the better wordplay I believe this would be very
effective and have not seen other music videos from this genre do this so will be something new for the
audience.

products?
• My digipack and magazine cover as you can see challenge the conventions of the real media
products as mostly in the urban Uk grime genre don’t release very detailed digipacks and this
is why I included a detailed digipack because I wanted to get it out of the genre that if you
make a unordinary digipack it is ok and to create a digipack on the artist instead of the
album, as it is Kamerons first album we needed to create an effective digipack that the
audience will see and automatically be attracted to. This is why on the front cover it contains
his initials a pen notepad and a roll up of weed. As weed is like a convention of the urban Uk
grime and rap scene I felt it would be effective to put it on the front cover as it is about the
artist. On the other pictures it contains a mic and lyrics from the songs in the album, this
gives the audience a feel of how he made the album and how he writes his own lyrics. Also
the back cover contains a picture of the artist that has been pixelated and also contains his
initials again. I wanted to have a different digipack then other artist as I believe to many are
going with album covers that have nothing to do with the artist and I believe these artists just
want to make money and have no feel for the actual music so therefore I challenged this and
made the album cover mainly focused on the artist as it is the first album by him therefore I
want the audience to feel like they have a connection with the artist.

products?
• My magazine cover as you can see is from the famous magazine XXL, this magazine mostly includes
upcoming rappers and gives them a detailed article about a new upcoming album, so by having XXL
recommendation on the advert it tells people that this artist is becoming increasingly popular therefore
the audience will check him out or listen to a few songs from the album to decide if they like it and want to
buy the album. I Including the photo from a event that me and my artist went to where he was performing
in front of a crowd and used 3 photos of when he was in this event with the mic in his hand. I wanted to
give the audience the feel of the sort of energy that my artist creates and by seeing him on the mic where
the audience can tell by the picture the energy is a lot was very effective. Also I included the picture of the
digipack on the magazine advert as I believe it was more effective for my audience to see the album so
they could easily identify the album when they see it in stores.
• This challenged the conventions of real media products because many uk artists don’t seek out for
American magazine interviews and adverts but I believe this is the most effective as if you get a big
audience from America then people will start to like in UK also because the artist is from the same country.
So by having an American advert it makes it effective for both the grime audience and the rap audience as
I needed to appeal to both types of audiences. I got this idea from my research by looking at a range of
adverts and the ones that caught your eye the most was the ones from XXL that contained a big picture of
the artist.

How effective is the combination of your main and
ancillary texts?
• I believe I have a strong connection between the digipack, magazine advert and my music
video. As I keep a constant synergy between all 3 to allow the audience to get a real feel of
the music and the artist as both go in hand, if you don’t like the artist you wont want to listen
to his music and if you don’t like the music then you wont like the artist. Therefore by doing a
lot of research of the popular artist in the grime and rap genre being Jay z and Skepta it
showed me that I need to keep a synergy throughout and this is why my digipack, music
video and advert have a dark theme throughout because my overall music video is about the
artist life and when listening to his album this would be the first song you would hear so you
can understand the struggles of the artist and what he has gone through.
• I didn't want to make it seem depressive which is why my magazine advert and digipack is not
a very dark colour only simple colours as the mood I believe is created by colours and colours
connote what the music is about so if I put bright colours the audience will expect a happy
song so if I put dark colours in my 3 ancillary texts it would connote to the audience that the
song is about something serious.

How effective is the combination of your main and
ancillary texts?
• I believe my ancillary texts are very effective and combine with each other but I would
improve my music video to go together with my digipack and magazine advert as the
audience mostly see the digipack and magazine advert before the music video so if I was to
add in anything to my music video I would maybe add a grey effect or a pixelated effect to go
with my digipack and add in more artists with Kameron to create a big synergy that it is not
just him but a lot of people in a team trying to tell you about the struggles of their personal
life's.
• The combination through all 3 is as you can see below they all go with each other well and
you wouldn’t expect one of them to be for a different type of media as they all contain a
picture of the artist so if the audience can not relate between the 3 the picture will tell them
that they are linked which is very effective for people who have physically not seen the artist
so they can get a image of him.

What have you learned from your audience feedback?
• I done audience feedback to allow me to know what to do better next time for making a
music video and overall to get the audience response to see if they enjoyed watching my
music video and what they think went well. By doing this it allows us to know what to carry
on doing for next time and what not to do in the future.
Here you can see that out of the people that
watched my music video the majority as
suspected was male, this is because I think grime
music and rap is more associated with the male
gender but still did have 1 females response.
Here as you can see my main audience is in the age
range of 16-18, as you have to be 18 to view the
video anyway as I believe it contains swearing in
this is why there is 0% for under 16. There is 40%
between 19-21 which is good as it means the older
generation are still listening to grime and rap but
only 10% over 21, so I believe they mainly stop
listening to these genres of music at 21 because it
seems “childish”

Here as you can see 80% thought the
video was good and 20% thought it was
outstanding, this tells me I have done a
good music video and my audience
think it is good. Not many people said it
was bad but this may be because they
like the overall genre and style of
music.
Here you can see I have a good job
on keeping the right codes and
conventions for my music video
genre as my audience feedback
shows me that 90% knew it was
grime and 10% thought rap. This is
good as I combined both to create
a hybrid but mostly the genre
would be grime due to the beat
being 140 bpm being grimes
platform.

As you can see the overall problem with
my video would be that it needs to be
longer which I agree with as it is only 2
minutes but as its more of freestyle
video it would be boring if it was longer
than 2 minutes but for future projects I
will consider making the videos longer
Here you can see the majority of audience feedback said
they liked how it was “filmed in the studio because it
was different from other artists” this is good because it
means I have the originality which will make more
people likely to view it and take an interest in it. Also
they also said they liked the camera and how by having
him rap in front of the camera it “breaks the 4th wall”
which is good because I am engaging with the audience
then and they feel like they are being directly spoken to.
Also they liked the dark light editing as it creates a grime
atmosphere as most of the grime shows everyone is
dressed in black or the lighting is black so kept with the
right conventions.

Here I asked the question what would they
add to the music video, I done this because
I wanted to find out what to add in to my
music video next time I do one. The main
answer was to make it longer and add
more people as this might of made more
interesting if the audience saw more
people in the video.
Here I wanted to ask if my audience liked
my digipack, to get their idea on my
digipack. This told me that 80% thought
by digipack was good that tells me the
audience like my product.

Here I wanted to ask the same
question for my magazine advert
and got the same response 80%
liked the magazine advert so this
tells me I have made a good
magazine advert
Here I wanted to find peoples opinion on
the artist being Kameron, I done this to find
out what the audience think of the artist by
seeing 3 different ancillary texts being the
digipack, magazine advert and music video.
The audience gave all positive opinions
which is very good as it means my artist is
doing good.

How did you use new media technologies in the
construction and research, planning and evaluation
stages?
I used a lot of media technologies to aid me in the research, planning, construction and
evaluation stage because I needed to use a lot of resources to make my music video the best I
could make it. These range of different platforms for research allowed me to explore my genre of
rap and grime in further detail and getting the codes and conventions correct.
Research
YouTube aided me a lot in the research stage due to the fact that many freestyle videos are put
on YouTube on a daily basis from people that haven't been signed, so this gave me an idea of
what to do because I don’t have a big budget to create a big music video but by using my
resources and surrounding YouTube helped me to create a music video and helped me get ideas
from other artists video. For example I watched Skeptas – nasty video
(https://www.youtube.com/watch?v=cKutTL_KLig&safe=active) and this was him sitting on a
chair rapping over a beat and was very effective and a lot of people liked the video as it felt
“dark” like his lyrics.
I used google mainly for the research stage as I wanted to get a different range
of ideas from the internet and combine them to create my own hybrid music
video that combines elements from rap and grime together. Google helped me
explore both the backgrounds to rap and grime and gave me the history of
how it has evolved which helped me a lot in the research stage because it
helped me choose my idea and keep the codes and conventions of the grime
genre.

stages?
I used a lot of media technologies to aid me in the research, planning, construction and
Research
I also used Twitter and Facebook in my research stage as I wanted to ask social media
what they wanted in the artist music video directly and uploaded my survey on there on
many grime forums so I get surveys from my target audience being grime and rap
audience as this would give me the best results and ideas on what to do.
Blogger helped me to track my previous work and to upload my
research work so I could go through it after all the research has
been done and start to plan. I also created surveys on blogger
and uploaded these to grime forums to get the best responses.

stages?
I used a lot of media technologies to aid me in the research, planning. Construction and
Planning
Blogger helped me to upload my work on it so I could change ideas of the planning
and combine my research with the planning to get a overall idea of what I want
my music video to look like. Also allowed me to upload storyboard, shooting
schedule, type of shots and general listing to aid me in the process of making a
music video.
Adobe premiere helped me a lot in my planning stage as after I
created my storyboard this allowed me to put the images in
premiere and see how it will look when all pieced together. This
helped me as after I done my first storyboard I put it together in
premiere and realised I didn’t like the idea and decided to change
it.

stages?
Construction
Adobe premiere helped me a lot in the construction stage as this was what I edited my
end video on and allowed me to add in effects and piece together my music video so it
looks professional. I have used this same program in AS so am familiar with the program
and the certain effects that you can use on there. But to do the effects I did not know
how to do I had to look at various tutorials online to show me what effects were the
most effective to use. I also used this to do the most important thing to my music video
as I needed to create a dark atmosphere and theme so by using colour correction it
allowed me to make my overall music video have a darker theme.
Here as you can see I used a very good handheld video recorder which
filmed In 720HD which was good as I wanted a HD video that looked
professional and have a high quality. This camera was very good and was
easy to use as I used the same camera last year in AS therefore I found it
easily accessible and easy to use.

stages?
Construction
I used Photoshop to create my digipack and magazine
advert and found it was very easy to use as I followed
certain tutorials online that helped me create a
professional magazine advert and digipack, at first I
found this program was hard to use but after I watched
the tutorials it was easy to follow and create the two
ancillary texts being my digipack and magazine advert.
Here I used a big light which my first shot was outside but decided to bring this into the studio
and turn most of the lights of in the studio and keep this bright light on as I wanted to keep a dark
atmosphere but still have some sort of light which was bright so I could also colour correct it
depending on how dark or light I wanted the music video.

stages?
Evaluation
For my evaluation stage I decided to use google forms to
create a survey for the audience feedback, by creating a
survey on here it creates graphs and charts for the responses
of my survey. I also used this last year for AS because it was
very effective and gave me a range of ways to compare
audience feedback
I also used PowerPoint for my evaluation stage
because I wanted to create a smooth PowerPoint
that goes through the different stages of my
planning, construction, research and evaluation.
I used screenshots from various stages in my
production and planning stage from adobe and
my blog to allow whoever is seeing my
evaluation to see what I done by pictures and
text.

Media Music Video Evaluation

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Media Music Video Evaluation

Similar to Media Music Video Evaluation (20)

Recently uploaded

Recently uploaded (20)

Media Music Video Evaluation