This is my A2 Music Video Evaluation.

1. Jamie Mears

2. In what ways does your media product use, develop or challenge
forms and conventions of real media projects?
As a group, we researched many different types of media products of this context that are already in circulation.
We researched and analyzed different music genres until we ultimately decided to pick the music genre “Post-Hardcore”.
We researched many existing music videos, to help us gain valuable knowledge of the codes and conventions of
the music genre we picked.
The existing product that I feel convinced us to pick this genre was “Violet – Perspectives”, this is because we liked
the performance based factors of the video, and I feel this is what most influenced us within choosing which type of shots to
shoot and use.
We tried to recreate a certain shot, that we liked from Violet’s music video, it is of the main singer/guitarist’s
silhouette against a white wall, we thought that would be a great way to end the music video as we were having trouble
finding an appropriate way to end it that wouldn’t be seen as too cheesy or “mainstream”.
However we couldn’t replicate other shots from the Violet music video, as the equipment we had to hand wasn’t
close to the amount of high end instruments and other musical equipment the band was using in the video. So we had to try
a minimalist feel by only have a stool in a small room with a microphone and a stand. I felt this was effective as it portrayed
a small sad atmosphere instead of a big band setting like violets video.
Our completely media project uses the common codes and conventions of a “Post-Hardcore” music video. For
example, we tried to portray sadness and depression by making our actor look sad and act emotionally hurt while playing
the guitar.
Depression and sadness are extremely common for a song and music video like this, so we knew we followed the
codes correctly. This can be seen in certain music videos such as the original music video “Your Guardian Angel by Red
Jumpsuit Apparatus”.

3. How effective is the combination of your main product and
ancillary tasks?
Having completed research into my music genre, and by using my own knowledge on
the genre, I feel I was extremely able to make two ancillary tasks for my product.
Being a fan of the post-hardcore genre myself, I have a lot of experience of finding and
looking at each CD cover that my favorite bands create, so that gave me a better idea of what
to include on my CD cover, such as common things as track listings and the name of the artist
and other hidden material.
I choose to make a CD Cover pack, and a poster for my product. I did this by
participating in a photo shoot for my band, and I then created a typical band CD cover (Of the
band posing) and edited it on Photoshop.
From my audience feedback I have received, I feel that I have successfully created
products that fit the post-hardcore genre. These products together, (The ancillary tasks and
the main music video) appeals greatly to my target audience, so I feel that my product is
successful.

4. What have you learned from your audience feedback?
I learned valuable information, and I gained improvements that I should
make on my product that I wouldn’t of thought of, which I fell has made my
product better. For example, (See previous blog post for Video) I interviewed a
member of my target audience, and he suggested to make the video less
performance based, and to add some narrative based footage in product. So when
I completed this improvement, I feel it looked better, as it made my video look
more depressing, which is the mood I was going for.
I felt I had to make those changes to the product, because in order to keep
my target audience happy and watching my video, I should follow what they like
and expect from the music genre.
I also felt, putting the video on YouTube and other video sharing
networks I could access more audience and gain more feedback that I could
use for my product.
Interviewing a
member of my
target audience.

5. What kind of media institution might distribute your media product
and why?
I think a institution like MTV Music Channel would
distribute my product to the public, as it is quite a mainstream
music channel which plays a variety of music songs and videos to
it’s viewers.
However, A smaller institution like Kerrang! would be more
likely to distribute my product as the main target audience’s that
my song is based on is almost the same audience as Kerrang
targets.
Therefore my product would reach more of my target
audience as they would be more likely to be viewing that channel
rather than a mainstream channel like MTV.

6. How did you use media technologies in the construction and
research, planning and evaluation stages?
In the construction of the research, planning and evaluation stages, I used many media
technologies to gather as much information as I could to complete the task to the best of my ability.
In the construction area, I used many different software's, including Final cut Pro, Logic
Express and iMovie. This was because I wanted to get the best editing effects and cuts, so I used two
editing software's so I could get “The best of both worlds”, in an editing sense.
I used Logic Express to record my own version of the song. I recorded vocals and guitar, and
I mixed and mastered them myself to create the finished product which I used in my music video.
In the research and planning area of my production I used the internet mainly to find
secondary research from sources I could trust. I also used websites such as Google, YouTube and
Vimeo, to find existing products and technology research. (See previous Blog Post). I used a blogging
website called “Blogger” to present all of my research and creations which I had previously used for
my preliminary and my as work. I used Slideshare to present and embed all of my documents on
blogger, which would make it easier for the examiner to mark the work, as it is all in one place.
I used software’s in the Microsoft Office package, for example, Word, Excel and PowerPoint
to create the documents I have used within my research and planning.
In my evaluation stage of this product, I once again used the Microsoft office package to
present my evaluation in PowerPoint. Throughout the whole production I felt comfortable using
these software packages, this is because I have used them extensively throughout my school years.

7. Looking back at your preliminary task, what do you feel you have
learnt in the progression for it to the full product?
From making my preliminary, I feel I have gotten more fluent with certain technologies and
hardware. For example, I have more knowledge on the editing software “Final Cut Pro” than I did
before, and that has allowed me, in my view to create and edit a much better project, by using
effects and special filters.
I feel I have got better at storyboarding. My storyboards are more detailed and more
accurate compared to the ones I made with my preliminary. Since my preliminary I feel I have got
better with such things as continuity editing and such film rules as the 180 degree rule.
I feel I have also progressed from my AS opening sequence, as from the examiners feedback
last year, I made improvements to my lighting in my music video. I used appropriate light sources
where necessary to keep my product from looking dark and gloomy. I have also progressed with
holding the camera steady and doing free-hand camera shots and movements, this allowed me to
recreate certain shots I liked from other music videos I researched.
I feel I have also learnt to place the subject in appropriate shots and how to structure my
mise en scene correctly. This is shown, in my A2 Music video. For example, on the verse “Pull my
strings just for a thrill”, I feel I placed my subject and panned around him correctly.