1. By Elsa

2. Thorough research was done which consisted of the
history and evolution of music videos before the
creation of our own music video, this allowed me
to become aware of popular and modern
techniques used in creating media products which
helped me use, develop and/or challenge forms
and conventions of existing media products. I have
analysed previous media products such as Music
videos from The Vaccines to gain an
understanding of how their products used,
developed or challenged the forms and
conventions of ‘real media products’.

3. I believe my music video follows Simon Firth’s theory of ‘conceptual music videos’. This is briefly where
a music video follows no linear structure and relies on a poetic form, usually something ambiguous;
for example in my music video, the leading female performs many facial gestures which can be seen
with various denotations such as biting her lip, which could leave the audience with contrasting
thoughts, which also interlink which the lyrics playing simultaneously; this briefly follows Andrew
Goodwin’s Music Video theory which states that there is a relationship between lyrics and visuals, as
the lyrics can be represented by an image.
For example, throughout the music video, many of the gestures seen from the leading female seem to
follow most of the lyrics which are said such “She’s only 17 so she’s probably not ready”
This shows a close-up shot of the leading female expressing naivety and insecurity with the gesture of
having her hands interlinked.
Music Video Theory (Simon Firth, Andrew Goodwin)

4. The first initial idea of our music video did not go to plan due to the technological
problems we encountered. So before deciding upon a storyline for our music video,
we looked at already-existing media products such as ‘Blurred Lines’ by Robin
Thicke and Pharrel. From this we decided to shoot the entire music video in front of
a ‘green screen’, the idea was to make the green screen appear completely white,
symbolising purity and also to make the video simplistic; this allows the audience to
focus more on the performance and the lyrics rather than the background images
and surroundings. Unfortunately again, this did not go to plan as of technical
difficulties and we were having issues changing the green screen completely white,
and as we were under time constraints we had to improvise therefore we came to
the conclusions of using a variety of different effects, such as colour variation to
add emphasis to certain visuals.
We wanted to portray the lyrics of the song in a conceptual video, just as it was in
‘Blurred Lines’ but we decided to also include elements of performance; so instead
of the storyline following a clear linear form, we wanted to create a feeling of being
seduced by using a variety of differing camera shots/angles which is also true in
‘Blurred Lines’ that helps symbolise sexual connotations and themes of love,
romance and sex. An example of the sexual connotations seen in our video are the
close-up shots of the leading female doing gestures, such as winking and lip biting,
which can be seen as teasing.

5. The combination of my promotional packages and the media
product itself are very effective, this is because we have kept a
consistent theme throughout our packaging in both the poster
and digipack. Analysing previous media products for a similar
audience made us decide to do this as we realised the
effectiveness of the consistency used which can potentially form
or retain brand.
for example;
 Font – We have used the same style and font size on both our
poster and ‘digipack’, this is done in order so that each product
will attract and retain the target audience.
 Colour- The colour scheme is also consistent, for the same
reasons, we have kept the text in the same colour throughout.
 Image- We kept the same image on both poster and digipack this
yet again is so that the fans are able to recognise the band.

6. This is the ‘digipack’ and the poster we designed along with the
music video and shows how the image, font and colour scheme is
consistent.
The font style is consistent on both products and is kept at the same size
across the two promotional packages, which is capitalized and bold in order
to grab the audiences attention, easily allowing them to recognise the band;
thus why they work effectively together.

7. In order to help us come to a conclusion about our poster, we
completed an audience survey, we questioned the audience about
the attractiveness of the two poster ideas we had. Comments about
the two posters and the pie chart are below.
•‘I really like the black and white poster because its different to other posters therefore I’m
attracted to its individuality’ – Laura Rozario 18
•‘The colour poster is really attractive because it really stands out by the bright colours
making it automatically more attractive’ – Karen Jones 17
•‘Black and white stands out to me because of the different shots in the poster that gives me
a lot to look at and have a better idea of what is going on’- Brisilda Hoxha 17
•‘I really like the black and white poster because there are loads of different pictures
therefore I roughly know what is going on and what the poster is about’ – Chloe Sign 18
•‘The colour poster appears very mysterious just by looking at the instruments you get an
idea of what sort of music it is, this leaves you thinking’ – Katie Hall 18

8. By doing this survey and getting our audiences feedback and
opinions was really helpful because this way we are able to
know what are audience are interested in and what they want
to see in a poster, which helped us easily decided between the
two seen below Therefore we are directly reaching our target
audience.

9. To gather feedback on the productions the group
designed questionnaires and questioned individuals.
This was done in order to see if our understanding of the
target audience was effective, especially in reaching the
right demographic.
We used these method of research because it is
qualative and also quantative as we was able to gather
opinions and numerical data. We chose to distribute the
questionnaires wisely across a certain age group which
we believe was hitting our target audience, but also to
AS media students who understand the generic concepts
behind productions who could provide us with
constructive criticizm

10. This question was vital to how our
products appealed to our target
audience and gave us helpful feedback
on whether any changes were needed.
We decided to ask out target audience
if they thought the font was suitable for
them and the genre it was
representing. We also asked what
improvements they would like too see
and this was helpful because it
underlined any urgent changes within
our products.
The visuals are an important part of our
product appealing to the intended
target audience therefore we decided
that it would be beneficial to gain an
understanding of whether or not the
images were visually appealing; as this
would also underline changes. Again we
offered our target the audice the
change to suggest any improvement to
the products.
We asked our target audience what
they like and dislike about the
products, some of th comments can be
seen on the next slide.

11. What are the strengths of our music video?
“Although there is no narrative, the lyrics and visuals work really well together as they enhance the symbolism of the
video” Lisa Jones 17
o“The pace of the video from shot to shot seems snappy and quick which is very effective because it matches the rhythm
of the song and has a very jolly and bubbly vibe which keeps the audience engaged”
o“The gestures performed by the girl playing the leading role work really well being played correspondingly with the
lyrics” Seannon Chambers 18
o“The variety of effects used in the video enhances the Genre and reflects upon the band being represented, such as the
black and white effect that is unique and adds an element of individuality; I feel this is one of the biggest strengths of the
video” Dominika Ciach 18
o“The random special effects that have been used add a playful element to the video which works well with the song as
the song itself has a playful atmosphere” Jordy Jeremiah Link 19
o“When actors make eye contact with their audience it makes them feel more engaged and involved, this is very effective
as it is done more than once throughout the video” Micheal Baker 18
o“The variety of camera angles are used effectively and reflect upon the faced-paced rhythm that the song provides, this
intrigued me a lot and was very entertaining” Adam Moorhouse 17
o“The roles are suited and played confidently by the actors, especially the lead girl who is the main focus of the video.”
Klod Memaj 20
o“The naturalism of the video is very effective as the actors do not seem as though they are acting and look very casual.”
Markus Balogun 19
Our audience seemed to like the fact how our change in shots were in-sync with the rhythm of the song and how the
visuals kept up with the melody, this is believed to keep the audience engaged and interested. Secondly, the impact of the
variety of effects we used were also commented on due to how well it suited the genre and reflected upon the band
being represented. The effects were also said to add a “jolly and bubbly vibe” to the whole experience of the video, which
is believed to have kept the audience entertained. Lastly, the act to ‘break the wall’ was commented on and was said to
have engaged the audience more and have made them feel more involved which is seen to be effective. We are really
proud that our target audience noticed some of the intended elements we used within our video.

12. What are the weaknesses of our music video?
o“The camera does not always seem very focused which can be rather
distracting” Seannon Chambers 18
o“The visuals seem a bit out-of-sync with the lyrics when Jake [male singer] is
singing but it is only slightly noticeable” Klod Memaj 20
o“In some camera angles it is obvious that the video has been filmed using a
green screen because certain shots expose some parts of the room” Lisa Jones 17
o“The lip-syncing is not very effective as sometimes it seems a bit out of time
with the melody of the song”
o“I could not notice any weaknesses with the video” Adam Moorhouse 17
The main weakness we found was with the lip-syncing. A number of times we
checked through our video on the program we used, which was Sony Vegas, and
we did not notice any problems with the lip-syncing at the time. Which made me
believe it could have been a technical fault that has occurred during uploading
the product to YouTube due to the size and resolution settings.
Another weakness we came across was due to the fact some parts of the room
were exposed and could be seen in various shots in the background. This mainly
was due to the limitation in facilities and technological equipment we had access
too. We tried a number of times to crop out some frames without ruining the
video and having to repeat scenes. Also we tried covering the room as much as
we could with green so it would not be exposed during recording but we soon
came to a limit. If better facilities and software was used we could have
overcome these issues, also if we had access to better and more equipment we
would have also been able to avoid some of these issues.

13. Conclusion from feedback
In conclusion, our production was greatly influenced and supported by the
thorough audience research which helped to make it as suitable as we
possibly could to satisfy the intended target audience’s needs. Firstly, due to
the seductive connotations that can be seen throughout the video, we
believed the video had to be appropriate for the target audience’s age range;
therefore the group decided to check with a larger audience to see if they
thought it would be appropriate, given the age of the intended audience.
Changes would have been necessary if we received negative feedback but to
our benefit, the audience thought it was appropriate. Secondly, many
changes were made to our poster to effectively reach the thoughts and
feelings of the target audience; this could not have been done if we did not
ask our audience for both positive and negative feedback on all aspects of
out production. We designed both our poster and digipack correspondingly
using the feedback gathered from our target audience in hope to satisfy
them; we believed this was important for the video to be appropriate and
suite the intended audience. After gathering feedback various times from
our target audience on the weaknesses of our project we did our best to edit
the factors contributing towards them to ensure the video satisfied the
wants and needs of the target audience. Actions such as re-filming, cropping
and using many special effects were taken in order to better the noticeable
weaknesses.

14. Another way we gathered opinions from our target
audience was questioning over a social networking
site; we encouraged people falling roughly into the
age range of 16-18 to comment their opinion of the
video in general.

15. We used various different media technologies in the construction and research
planning and the evaluation stages.
Research & Planning
A Computer
Sony Vegas Editing Software
2 Video camera’s

16. To begin our research we mainly used the internet to get some research
about the history of music this was to help us get a better understand of how
music videos evolved and progressed throughout the years. YouTube proved
to be very helpful during our research stages we were able to research
different music videos and genres, to help us get different ideas from current
music videos.

17. We also created a ‘Preliminary task’, to create Preliminary task we had to find a music
video that we could replicate to do this we used YouTube to find our music video, this
then involved us using our cameras to film our preliminary task and Sony Vegas to
edit. The preliminary task was helpful when editing lip syncing; it taught us how to
edit on Sony Vegas by adding the music in the background in order for it to match the
lip syncing. The internet proved to be very useful when looking at the codes and
convections of music videos, This way I was able to broaden my knowledge on
specific genres such as indie/rock, So that I am able to have a better understand of
the genre I am working with.

18. The internet was helpful when researching different poster and digipack for music
video we were able to see different variety of digipack to help us gather some ideas
for our own posters and digipack, not only did it give us idea but it also helped us see
how posters and digipack have changed over the years and see the importance of
posters and digipack for a music video.

19. We used our video cameras for research to film our audience so that we get a better
idea of what our audience would like to see in our music video, we then used Sony
Vegas to edit the clips together so it’s a continuous clip, by doing this I was able to
learn different skills on Sony Vegas which would prove to be helpful in my final piece.
YouTube also came in handy because in order for me to upload the clip to my blog I
firstly had to upload the clip on to YouTube.
Construction
Throughout the process of constructing our music video we used many different
technologies such as;
2 Video cameras
A computer
YouTube
Sony Vegas
A green Screen
Photoshop
We used out video cameras to film our clips so that we could put them on Sony Vegas
and edit our music video. This was all filmed in front of a Green Screen so that during
our editing process we could change the colour of the back ground and edit the
background to what we desire.

20. Sony Vegas:
Sony Vegas is a editing programme where you can edit clips to create your own video,
Sony Vegas had proved to be very successful as a high population use the software to
create basic video clips. Sony Vegas allows you to edit clips by joining clips together to
create a continuous clips or even crop clips and add special effects. Sony Vegas had a
special effect called ‘Medi FX’ with this option you are able to alter the colours to
making it dark or light, We chose to make ours quite dark so that it gives a black and
white effect to the video. Sony Vegas allowed us to use special effects such as shapes
in our music video to create special effect and focus on a certain part of the clip not
only that we was able to play around with the effects and create double sin the music
video.

21. We have come across some errors and difficulties during the
construction process this was mainly down to our facilities such
as our camera were slightly blurry and not the best image, This
problem was a little difficult to overcome as these were the only
facilities we had available to us. During the Editing process our
computer did crash a lot of times which made it difficult when
you have unsaved work therefore to overcome this problem we
were able to speak to the media technician and make use of this
computer which has a newer version of Sony Vegas which was
very helpful because we were able to get produce better and
quick quality of work.

22. Photoshop
Photoshop was mainly used to create the posters not the poster itself but we
explored with the image adding different colour to the picture to make it more
appealing and attractive to the audience. Was a little difficult to use but yet again
YouTube came in very handy when watching demos to learn different skills on
Photoshop.

23. YouTube
YouTube proved to be very helpful during every stage of creating a music video we
have done a lot of research on YouTube such as researching different video from our
chosen band ‘ The vaccines’ and different genres not only that we found that If you
are new to Sony Vegas or are unaware of how things work, just like i and my partner
Gabby we used YouTube for help, This way we was able to watch a demo of how to
use certain effects on Sony Vegas this proved to be very helpful because we was able
to learn new skills and make use of them in our music video.
YouTube allowed us to uploads our own videos so that we could get feedback and
uploads these videos to our blog.

24. Over all I believe we have made good use of the technologies
we have had available to us and tried to get the best out of all
the equipment and programmes we have used. I am personally
happy with the outcome, as we used our limited facilities to
best advantages as we could.