The document summarizes a media production project evaluating a music video. It discusses how the video conforms to conventions of the genre through elements like synchronized editing and lip syncing. It also challenges some conventions through the use of handheld camerawork. New media technologies like Adobe Photoshop and Premiere Pro were used for image editing, adding effects, and assembling the final video. Research and planning was presented using tools like PowerPoint and Blogger.

1. Evaluation Melissa Robertson Hayley Meaney Alice McLaughlin

2. In what ways does your media product use, develop or challenge forms and conventions of real media products? Our media product conforms with the conventions of a typical music video within our chosen genre. Some conventions that illustrate this in our video include; Synchronised editing in time with the track for example we have used stop gap animation at the beginning with the different coloured cups that change colour in time with the track Also when the artist is sat on the steps we edited the video so that she changes places with the beat of the music

3. lip syncing in various parts of the video making it look more authentic We have made the overall look of the video aesthetically pleasing with the use of bright colours and romantic, feminine and whimsical settings that are appropriate to the style of song.

4. Disjointed narrative, the video doesn’t start in an order and switches from scene to scene. It doesn’t follow a specific storyline We have promoted the artist by using a variety of different of shots including close ups, she is wearing different outfits and the audience is able to emphasise with her as she is shown to be facing typical problems and issues related to females. In almost every shot the artist is making eye contact.

5. Challenging conventions In parts of our video we purposely wanted the effect of a home made video, and so we decided to use the effect of a hand held camera. This is not something that is usually seen in professional videos as they are usually sleek with a professional finish. We have used it at the start of the video on the chalk board which gives it a grainy unprofessional effect. We have also used a handheld camera when the artist is on the swing, this was used to create rhythm and a sense of fun, we purposely wanted the effect that the artist was filming the action at that time.

6. How did you use new media technologies in the construction and research, planning and evaluation stages? Adobe Photoshop We used Photoshop to produce our print work. I am fairly familiar with this program as having experience to using it in my AS media studies coursework. The use of digital photography enabled me to analyse and make use of different camera angles making sure the lighting was suitable.

7. Photoshop allowed me to applied a colour overlay onto the title. The black and white text stands out against the background. I have used a different effect and applied a stroke around the main heading. This emphasises the text as the white line contrasts against the black.

8. Photoshop allowed me to use the magic wand tool. I was able to select an area of an image based on its colour. When you click an area in an image with the magic wand, all areas which are a similar colour are selected. You can specify various options to determine the exact selection. We used a digital camera for our print work where we took images of the artist. A video camera was also used, we had to use representation and make sure that the angles and lighting were suitable for the genre of the video.

9. Adobe Premiere Pro We used the effect of a cross dissolve over two shots. This allowed one frame to gradually fade out whilst fading into another clip. In parts of the video we have also shortened the duration so that the speed of shots is increased. These effects give variation to the framing.

10. Blogger Blogger allowed us to upload our work electronically. This shows that we are capable of using a variety of different media technologies. We displayed our work in an easily accessible and creative way. For example we used Power point presentations to display our planning and research