The document summarizes how the media product used and developed conventions of real music videos. It analyzed videos by the band Kodaline to inform the narrative, camera work, mise-en-scene, and surreal elements of the produced video. Audience feedback was gathered through social media to gauge the video's reception. A variety of media technologies were used at different stages, including YouTube, Photoshop, Premier Pro, and blogs for research, planning, construction, and evaluation of the project.

1. Evaluation

2. In what ways does your media product use, develop or challenge
forms and conventions of real media products?
In my music video I used and developed forms and conventions of real media products. You can
see this from my planning stage as we decided to use the song ‘’Perfect World’’ by Kodaline
which is a indie rock/alternative rock band. There are many different forms and conventions of
indie/alternative music videos.
• Narrative
From my research I found that a lot of indie/alternative music videos tell a story which is usually
strange and mysterious. For example I found that Imagine dragons video to ‘radioactive’ was very
mysterious which included surreal animals in it and overall had a ‘odd’ feel about it. This video
also told a story and focused on one character throughout the video. Researching Kodaline videos
also backed up the fact most indie/alternative videos tell a story. Kodalines video for ‘All I want’
followed a character with a face disfigurement through his day to day life. From my interview i
conducted, I found that people believe too many music videos use ‘love stories’ which is why we
chose something different. The video of our chosen song Perfect World also tells a story which
focuses on 2 characters. There was also a link between visuals and lyrics (Andrew Goodwin -
There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting)).
The video showed the characters idea of their ‘perfect world’ . Analysing these videos helped me
plan our narrative for our video. We decided on a ‘story’ type video following one character (like
Kodaline’s ‘all I want’ video) with no band performance (the majority of Kodaline videos don’t
include the band performing). Also bands from the same genre such as bastille often have music
videos which don’t include the band performing. Our story was based on a character with
Agoraphobia (afraid of outdoors)

3. • Camera work
Like Imagine dragons and Bastille (bands of the same genre I researched) videos we focused a lot on
shots from behind the protagonist which I believe gave it a ‘mystery’ and ‘unsure’ feel. This is a way
in which my video uses the forms of a real music video.
Kodalines video for ‘perfect world’ also included shots from behind which followed the character as
he walked. We also used this in our video.
My Music Video: Real Music Videos:

4. • We also used similar sky shots in our video of Kodaline’s videos.
Our Video:
I decided that this shot made the character
feel isolated from the rest of the world and
alone. This is something we took and did
with our video as it also fits in with our
character and the story in our video.

5. • Mise en scene
The setting of our video was in fairly everyday places e.g a house/outside.
Kodaline also adopts this approach in their videos. For example they use
an office in ‘All I Want 'to show the characters day to day life.
Our costume was just ‘everyday clothes’. Which Kodaline again uses in their video.

6. How effective is the combination of your main
product and ancillary texts?
Synergy:
We used an image from our video for our digipak cover. The
audience can easily relate this image to the band Kodaline and
also the certain song and video. -

7. We also used the image for our poster as well. This
creates a link between each product and the audience can
easily relate it to Kodaline. We also used the same type of
colours in the image on our poster. We used photoshop to
help make the colours of the graffiti look brighter in our
digipak image. Doing this also has a link with the song
title ‘perfect world’ – the colours are bright/happy
colours. It also shows her walking out into the ‘’world’’.

8. Font:
We used the same type of font for our
digipak, poster and in our actual video -
making a link between the different
products whilst also creating an identity
for the band. The audience can relate to
kodaline when seeing this font. We also
had a theme of purple.

9. After researching Kodaline’s previous digipaks I found that
most of the images were outside and included aspects of
nature. We decided to carry on this theme and shot our
digipak cover outside with emphasis on the
brightness/colours of the outside world. We also focused on
‘nature’ in our video.
Although both set
outside, we went
against Kodalines
theme of the
characters being
in the distance
and we had ours
closer to the
camera – almost
as if we were
following her.

10. we also carried on the theme of nature and the outdoor setting with the back of our digipak.
We included a bar code
and their record label
logo just like Kodaline’s
and other bands real
products. We also used
similar aspects e.g.
sunset colours.

11. Cross Media convergence
We included the Kodaline
website on the poster –
overlapping technologies.
Like Kodaline, we copied their signature underlining of their title with
text underneath.

12. Surrealism/
Fantasy
Our VideoKodaline
We found Kodaline uses
surrealism a lot, including
one of their videos being in
cartoon. We took this idea
an included a scene of Alice
and wonderland playing on
the television. We kept up
this Alice in wonderland
theme throughout the video
as it gives a sense of
‘fantasy’. They also use
fantasy in their video for
‘perfect world’. We see what
a teenage couple see as
their idea of a ‘perfect
world’ even though the
scenes aren’t surreal. This is
something we took and
used when making our
characters idea of ‘fantasy’
which is for her to be
outside( as our story is
based on a character with
Agoraphobia).

13. Match on action
The theme of our video was fantasy vs. Reality.
We therefore included Alice in Wonderland in our video.
Our video concludes with the book at the bottom of the tree
where the character was previously sitting. This makes the
Audience wonder if she was ever there or it was all her fantasy
Inside the characters head. This ‘mystery’ theme again goes
With the forms of other music videos of the same genre.

14. What have you learned from your
audience feedback?
Using social networking sites such as Facebook and Twitter I embedded the link to
my video for my friends/followers to watch and share and also to give feedback.
Using the hash tag in my tweet
allows people who are obviously
interested in Kodaline to view the
video. When fans search
‘#Kodaline’ my music video will
appear. Also tagging the actual
band in the tweet will also help
the video get across to those
interested in Kodaline. People can
also share the video by
‘retweeting’ my tweet.
Sharing the video on Facebook allows friends
to watch and also share the video. Including
a thumbnail in my post helps grab the
audiences attention and gives them a
‘preview’ to our video. This is also the
picture we used for our digipak and poster.
Therefore fans could easily relate this
thumbnail to the band Kodaline and the
song/music video to perfect world.

15. At the moment, our video only had 80 views with
2 likes. We hope to get more views and feedback
in the future.
Youtube is a website in which our video can reach
a mass audience rather than just facebook
friends/twitter followers.

16. How did you use media technologies
in the construction and research,
planning and evaluation stages?
I used lots of different programs/websites to help research and plan and evaluate my
product:

17. • Research
I used YouTube to research and analyse existing Kodaline videos, videos
from my chosen genre and the actual video for my chosen song
‘Perfect World’. I looked at the comments from users and took into
account what they thought of the video. Google was another helpful search
engine to find images associated with the band. I used social networking sites such
as Facebook and twitter to look at Kodaline’s accounts and see what type of
band they are and to find out what their fans are interested in.
I also used twitter to ask permission to use their song from themselves
and record label. Again, I used Facebook to have group discussions with the rest
of my group on what song to choose and to arrange shooting days.
I used Surveymonkey.com to make a quick easy survey on music videos. I then shared this
on Facebook asking people to take part.
I used Tumblr and Flickr to find out what things are related to the indie/alternative rock genre. This helped me create a
mood board. It also helped me plan certain aspects of my video for example costume. Seeing the main character in
clothes related to the genre makes the target audience feel like they have a connection with the video and therefore
band.
Another website which was very useful and relevant was www.Kodaline.com as it had all the information about the band.
I then analysed the website to help me understand what the band is trying to achieve with their theme/font/sections.
This made me realise what I had to do in order to give our products the same feel or whether to go against this and have
the band sending out a different message about themselves.

18. • Research and Planning
o I used Blogger a lot throughout my research and planning as I wrote about my project as I went along. Blogger
was a useful site as it helped me keep track of my work as I progressed into the planning stage. Blogger
allowed me to imbed images (such as screenshots/band images/inspiration/digipak images) and videos
(YouTube videos such as interviews with the band/music videos/ final product) to show where I was getting
ideas from while I was planning my products.
o ‘Paint’ helped me crop screenshots and add images together and also to do a rough plan of our digipak.
o I used Microsoft word to make a shooting schedule – including the times/dates/equipment.
o I used my IPhone camera to take photos of our story boards and shot lists then embedded them onto my blog.
This was helpful as it is a simple way of getting this information on my blog.
o I used DaFont.com to look at different fonts which would be suitable for my digipak. This helped me get an
idea of what else I could include on my digipak and gave the band a ‘feel’. E.g. swirly writing would make the
band seem girly. In the end we went for a ‘robotic’ type of font which we included in our music video.
(synergy).

19. • Construction
We used a canon 600 D camera to film our video as well as using a tripod to make sure our footage was perfect.
We uploaded our footage onto a Mac. We used Adobe Photoshop and Premier pro to make our digipak and video.
On this we uploaded the footage, decided which were the best shots, added the song and added transitions. We
also made sure the song matched the action.
Photoshop helped us add text/edit the colours of our photos for our digipak.
We then used YouTube to upload our finished product. We also used Blogger to upload our finished Digipak.
I used PowerPoint and pain to create my evalution. I then uploaded it to slide share and embedded it on my blog.