2. VIDEO
Use: From our audience research, we discovered that bright and vibrant colours
appeal to the target audience. From this, we decided to use some plain colourful
backgrounds and also use backgrounds that are more interesting. We did this by
making flashing, multicoloured and moving backgrounds like the ones below. This
meant that we were following conventions by incorporating vibrant colours into our
video, as is a convention of pop music videos. We did this using the green screen
and backgrounds that we
created using powerpoint
backgrounds and some of the
backgrounds that are installed
onto iMovie.
3. VIDEO
Use: We chose to use the performance element of our video
as main parts of our video, considering we didn’t use a
narrative. We used different backgrounds, and different
props like microphones – to enforce the element of
performance – along with balloons, to make the video more
fun and lively and we included them in our dance scenes and
make them more lively also!
Performance, balloons, microphones and dance routines are
often seen in pop music videos.
4. VIDEO
Use: We used a modern representation of women as being strong, confident
and fun. We showed this by including clips of Yolanda performing and having
fun with friends and playing with balloons which backs up our representation.
5. VIDEO
Use: Goodwin’s theory; Goodwin theorises that music videos should follow a basic
few rules. Lots of close-ups of the artist by demands of the record label. Links
between lyrics and visuals, so we showed Yolanda performing, which also supports
the performance-based video concept. Genre characteristics like bright colours
and dance routines. Also, Yolanda is the centre of attention throughout the video
which supports voyeuristic treatment of women and
Yolanda looks at the camera the majority of the time,
which follows the direct gaze concept. Also, we created
iconography of the artist through her hair, which I kept
the same through all of my products.
6. VIDEO
Develop: From our audience feedback, we discovered that bright and vibrant
colours and backgrounds are appealing to the target audience. So as well as using
the different coloured, flashing and moving backgrounds, we made lyric
backgrounds using powerpoint and saving the slides as images. This supports
Goodwin’s theory as a link between lyrics and visuals.
We did this using green screen technology in order to
still have Yolanda dancing and singing in front of the
backgrounds.
7. VIDEO
Challenge: Originally, we planned to use a narrative in our video to follow
conventions. But after consideration, we decided that the song was so upbeat
and about living in the moment, that it would be better to challenge
conventions by not including a narrative and making the video as fun as
possible. Pop is a genre that is commonly kept to conventions, but we decided
that it is not inkeeping with the song. This meant that there was no love
interest in the video – as is common in pop music videos – to show that she
is young and is more about having fun.
8. DIGIPACK - OUTSIDE
Use: To create continuity between the digipack pages itself, I have used the same Use: Record label and
colours, backgrounds, and the artist looks the similar in all three images that she is used on. copyright information
This follows conventions because digipacks have to be continuous throughout products to always feature on the
make the products visually pleasing and by doing this, encouraging the product to be back cover, so I have
included this on mine to
bought. convention of
Use: A create realism. As does
digipack front covers is the tracklist, usually an
that they are to be filled image of the artist, and
with the artist in order the barcode. The
to promote them and barcode usually features
so that the artist will be in the bottom right
recognisable, therefore corner of the
digipack, so this is where
I have used a closeup
I placed mine.
of my artist, with only
two large pieces of text
to ensure that all the Use: It is extremely common in digipacks for the artist to be looking at
vital information – the camera for the front cover, so as to connect with the audience, and
artist and album name it also supports the male gaze theory, which widens the target audience.
– are seen. Along with The costume in digipacks is usually inkeeping with the theme of the
the side panel that rest of the products, so in order to follow this, I used the same outfit
reinforces this as is worn in the video and it looks colourful, bright and fun, much like
information, this panel the video. They also tend to wear little or no clothes, again supporting
would be seen if the the male gaze theory, and so I have followed this by having her wear a
digipack were to be on playsuit where a lot of her leg is exposed.
a shelf.
9. DIGIPACK - INSIDE
Use: the insert of a digipack will always be an image of the artist, it follows the same
theme as the rest of the digipack and it will be continuous with the video, the
digipack and the magazine advert.
Use: The actual disc I chose to make using photoshop, but with the intent of making
it look like it was covered in balloons which creates continuity with the video.
Use: The inside of the digipack is also continuous with the outside of the digipack
and with the video as well.
10. MAGAZINE ADVERT
Use: As a convention of magazine adverts, I included all the important
information needed for the target audience in order for them to encourage
them to purchase the product, including the release date, songs featured on
the album, and reviews.
Use: I used the same fonts and colours as my digipack and video and also the
same costume that is used in the video. I used pink because it
would appeal to the female target audience and blue could
appeal to the relatively smaller male target audience, but I
think the two colours both complement each other nicely and
they bring together the text and the costume well. I used the
same fonts on both products because it creates continuity
and also makes the products recognisable. The bold font
promotes the artists and contrasts well with the thin, sketched
effect of the thinner, smaller font.
11. DIGIPACK - OUTSIDE
Develop: Well known artists like Rihanna, Lady Gaga and Mariah Carey tend not to
follow conventions as much and prefer to use colours like black and white and
more sophisticated layouts, but due to the target audience I have decided not to
follow this and make it colourful, bright and fun, so that it would appeal to the
right target audience for the genre.
12. DIGIPACK - INSIDE
Develop: I have developed conventions by using balloons from the video in
my digipack. Usually on the disc is just writing stating the album and artist’s
name. However, I chose to
use something like Lady
Gaga’s disc by using something
recognisable from the video,
e.g. a lightning bolt, which is
her trademark. I chose to use
balloons which I used in the
video.
13. DIGIPACK - OUTSIDE
Challenge: Commonly in digipack front
covers, the artists poses are
sultry, mouth-slightly-open, looking at
the camera. For the target audience of
teenage girls who are the most likely to
listen to the video and be encouraged to
buy the digipack, I decided to challenge
this convention and use a picture of the
artist smiling at the camera because the
digipack is more fun, bright and playful
than the sophisticated, glamorous
images that are so commonly used on
digipacks that are aimed at a much wider
and slightly older target audience as well
as the younger ones. She is still looking
into the camera which follows
conventions of connecting with the
audience.
14. WHAT HAVE YOU LEARNED FROM
YOUR AUDIENCE FEEDBACK
Our audience feedback originally
formed our basic music video, it
allowed us to make our initial
decisions, basing them on the
people we would be aiming our
video at. This included majority
female teenagers. Basically from our
audience feedback, we knew how we wanted our video. Also from our final audience
feedback we learned that everything we originally discovered from our feedback was
what we included in our final video.
15. HOW EFFECTIVE IS THE COMBINATION OF
YOUR MAIN PRODUCT AND ANCILLARY TEXTS?
I created continuity between all 3 products by using the same fonts, layouts, outfits. I also
used the same colour scheme throughout by using bright colours, blues and pinks in
particular, which are predominantly used in the music video so I decided to put them on
the other two products. Also, I used the same outfits throughout all 3 products. I also
used balloons as a connecting prop between the video and the digipack.
16. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN
THE CONSTRUCTION OF YOUR MEDIA PRODUCTS?
Photoshop: I used photoshop in the construction of my
digipack and magazine advert, I used it to create my mock-ups
and then build my products on top of these. I found that
this was an easy program to use and it fit its purpose well.
Digital camera: I used a camera to take all raw images
for my digipack and magazine advert. I took enough so that I had a wide range of shots
and choices so that when it came to the actual construction I could alternate and
essentially try on different images around my layout.
Video camera: We used a video camera to film all of our video footage. We had a few
problems with using different cameras, and had to ensure that we used the same one
each time to avoid getting a blurred effect on some of the footage. This meant that we
had to refilm an entire hours work. We also used green screen technology so that we
could use different backgrounds and have versatile footage of Yolanda performing.
1001 free fonts: We used a website called ‘1001 fonts’ in order to download the fonts
that we wanted to use.
iMovie: We used iMovie to make our audience feedback and our video and this was easy
and quick to use. It was necessary in the construction of our videos and we used it to
edit the footage and put it all together.
17. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE
RESEARCH AND PLANNING OF YOUR MEDIA PRODUCTS?
Blogger: I used blogger in all stages of my work in order to display everything. Research and
planning, the finished products and evaluation are all displayed on the blog and this was an easy
website to use in order to do this.
Video camera: We used a video camera to film our audience research, which allowed us to make
all the initial decisions for our video. We also made our location shots video using the video
camera and also our preliminary video.
iMovie: We used iMovie to edit the videos of our audience feedback, location shots and
preliminary video.
PowerPoint: I used PowerPoint in the research and planning process during my music video
analysis. I found this an easy program to use and fit the purpose well.
Digital camera: We used a digital camera to take pictures of all the things we would need in the
video such as props, costume, cast, our original sketches of our digipacks, it was easy to use and
quick to download the images on the computer to upload them.
Prezi: Prezi is a website that allows you to make more advanced presentations than PowerPoint
and so I used this to analyse my digipack and my magazine advert. It was generally harder to use
than PowerPoint but the overall effect is much better and after a while it became easier to use.
Facebook: We used Facebook in the audience research part of research and planning. We set up a
Facebook group that meant we could post videos and ask the people who we added into the
group what they thought of our different ideas.
18. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN
THE EVALUATION OF YOUR MEDIA PRODUCTS?
PowerPoint: I used PowerPoint to create this presentation, it
meant that I could use different designs and easily present
images and text all together.
