1. For my Media Studies A2 project I had to create a music video with a digipack to
promote it. I have learnt a lot about website design throughout my whole A2 course,
and would enjoy making it.. The unsigned artist band chosen was “new conscience”,
with the song titled ‘Start again’. The song’s narrative is about heartbreaking, and the
fall outs and obstacles that come along the way. Typical audience who are younger
enjoy these ‘love’ songs as they can relate to songs for themselves. We did have a few
ups and downs when we were planning the music video. Initially, the planning was up
to standard but filming went took some time due to the weather conditions slowed
down the process and gave us less time to edit.
For our music video we used some ideas that would work well with our target
audience therefore we had actors around the age of the target audience in question and
this could also help them to relate to and enjoy the music video. This is a conventional
aspect used in many music videos, as is the popular combination of a narrative and
performance clip used in many modern rock music videos. We had both a storyline
and a band performing as most rock videos have these features.. The narrative of the
music video had a good use of flashbacks, which suggests to the audience that the
narrative is changing, and the good times in the past the couple faced have changed
and that in the end he sees his girl with another guy. I found that consistency
throughout the media products during my A2 course was absolutely crucial in order to
allow the audience to recognise the media product. By posting my video on social
networking sites and YouTube, I received very critical and honest feedback especially
from the ages of my target audience. Some of the comments I received I didn’t agree
with initially, for example one person didn’t quite understand the storyline because of
the double role that was played in the beginning therefore to challenge this I put
myself in the position considering I had never seen the music video before, in order to
try and understand it without having known the intended storyline. I found that it was
quite complicated therefore I do understand why the viewer was confused. However
on the other hand many people said that it looked very good and looked professional.
I am pleased with the music video and that it was consistent and impacted the
audience in a good way. There are some improvements that I would have made but I
am pleased with the video and thought it was quite eye catching with the variety of
shots that were used. I also feel that I have learnt how to adapt to several programs,
and learn how to use them throughout this project of making the rock music video.
Looking at all the work I have produced in the A2 course It is quite hard to put into
words how much I have learnt about music videos and target audience. We were also
quite successful in promoting the video and we posted it up on a networking sight
Facebook which provided us with the audience opinions on out final music video.
Overall I also felt as if I used the conventions well and the final result seemed
appealing and very professional to my target audience. I feel that conveying the right
thing to the audience is important for the success of the media product and I have
achieved this.

2. WHAT HAVE U LEARNT FROM AUDINCE FEEDBACK?
For my A2 media coursework we produced a music video of a rock genre. My
planned target audience was both male and female. My audience feedback has taught
me that i must identify my products, before publishing them. At first, I had the idea
that I wanted to make my video somewhat unusual and interesting. I decided to
achieve this by featuring scenes of a double role which is unusual for a rock video.
The majority of my target audience find that videos are difficult to relate to because of
their amplification of reality. That being said, it can’t be ignored that quite a lot of my
audience find videos easy to relate to.
I used different ways to see what my audience thought of my finished product. I
uploaded it on youtube.com which can be viewed around the world. Another idea I
had to collect audience feedback was to upload the music video to Facebook and get
people of my target audience to comment on what they think. Instead of asking
specific questions I asked people to comment on their like sand dislikes and if any
improvements or changes would have made the music video better.
1st person: I liked the music video and the content was good and interesting. It’s not
everything that you would expect which is effective because it gives it abit of a
difference.The video suits the genre of rock and the visuals match with the use of
guitars which makes it more eye catching. Everything flows really nicely and there
was a good use of visuals and shots used. It sticks to the conventions of a rock music
video however I do feel that there could have been an improvement with the shots
used for the band and would have been better with more of a variety.
2nd person: The music video was different in the sense that there was a use of a double
role. The character was seen happy and depressed in the same shot and the use of
fading adds effect to this.. The miming was done really well done and there was good
variety of shots used and the stoyline of the music video is gripping however it
doesn’t make it clear what happens in the end to the male character.
Things to Improve:
• Some of the lip syncing was off with the music with one of the
characters.
• The storyline could have been made less confusing if without
the double roles in the beginning.
• One of the actors in the band were better than the others at
lip syncing
• The video would have been more effective with faster editing
shots.
From uploading it onto Facebook it helped me realise that my audience feedback did
better than I expected. Most people said they wouldn’t change anything about it
however there were a few people who felt that making a few improvements would
make the music video perfect. I also gathered a lot of feedback and achieved more
views than I expected from my target audience and I am extremely pleased. From my
audience feedback I have learnt it is the most important thing to consider before
creating the music video therefore I did a questionnaire before the making of the

3. video which gave me a better understanding of who my target audience is and gave
me an idea of what they want from my media product. Through the questionnaire
when I got my results back I learnt a lot and improved on my ideas.
Also after showing the same audience my final product I felt as if I accpomished their
desires however there were some aspects that could have been changed such as the lip
syncing of one of the band members etc..
My audience feedback has shown me that, overall, I’ve chosen a music video that
meets most needs and wants

4. Conventions.
I was influenced and inspired by music videos that I watched which have used a
number of original ideas and scenes. My media product challenges forms and
conventions in real life music videos of rock genre. I have developed them much
more by allowing my piece to have many similarities to real life professional music
videos instead of creating my own type of genre in a music video format. I have also
developed the idea of lip syncing to add to another of the conventions of editing to the
beat. I have used the music video conventions of syncing to words to the movement of
the singers lips.
I wanted to make sure that my video was not predictable in any bit of the storyline
that we had. Most music videos from the same genre had a lot of creative imagination
and shots used were very dark and fast pace. For our music video we followed this
use of mise en scene by using light to convey meaning and add an overall tone for
example the green screen of the band playing had specific lighting pointing towards
the main characters to make them stand out. The music video i produced use the
conventions of real life music videos, CD digipacks. We decided to use the colour
‘sepia’ for the storyline. Our music video has taken ideas from other videos I
analysed and gave us a wide understanding of the costume, locations and the props
that we could use. My target audience are used to the conventions of the video and
there is a huge focus on the storyline of the music video. The band on the other hand
will not be used under this ‘sepia’ effect so here I have balanced using conventions
and non conventions . The music videos that I analysed from a variety include ones
which are not in ‘sepia’ and ones which do not have a storyline, but only the band
performing however adding a storyline to our video made it more catchy and
matched to the lyrics of the song ‘start again’. The bands digipack front cover reflects
those already on sale. It features the bands name at the front similar to the ones we
analysed in digipack research, The inside of the CD package features common
conventions like the tracks name etc.. The bands myspace also uses many conventions
but also develops on them. It features things that would usually be expected such as
discovery, biography and live gigs.
I have emphasised the location and emotions and artist by using conventions of a
variety and different type of shots such as long and medium close ups. I have also
developed the conventions of flashbacks in my own music video but to make it more
creative me added a double role which makes the music video unusual and different
as most music videos of rock genre goes not feature this.

5. Media technologies
As we are all familiar with Photoshop due to AS media studies we used it to produce
our CD package when doing research and planning, the most common media
technology we used was the internet which gave us an option of different sites such as
YouTube that offered me music videos that can be used to analyse using Microsoft
word. During this process I also used blogger to present the work and research
electronically. We presented everything we did including the research and planning
schedule on to the blog and this shows I am therefore capable of using different
technologies. During the planning of the music video we used different software
programmes however we initially started looking at ideas in our media lesson which
we wrote on paper then we transferred our ideas on to Microsoft word. This helped
us to keep the work tidy and made it easier to distribute the notes we had written. We
also used Microsoft word to type up the script, actors, costumes, location, props and
an analysis of the mis en scene. After a few lessons of discussing our storyline and
theme we finally came up with an idea and the internet helped us find more ideas. We
used Google.com which helped us with information of our genre. After a few weeks of
research it was time to start planning for the music video. Again the internet was our
primary source of information and all the information we gathered we uploaded it to
our blog on Blogger.com. For the production we used a still digital camera with the
use of some professional lighting to give us that extra edge (The restaurant scene).
We also used the green screen room for the band performances which made the music
video effective overall. Another piece of equipment used was the tripod to steady the
camera and create smooth footage. We made a few errors during the filming and we
cut them scenes out (eg park scene) however we learnt many new things aswell
during this process and the end result was satisfied. As soon as we finished all the
filming we set out to the editing room to edit. Although there were some limitations
such as the amount of zoom overall the footage was good quality. The editing
software we used allowed us to lengthen and shorten clips and it also allowed us to
delete any unwanted footage as well as edit the lighting and colour.

6. Conclusion
In conclusion I feel that our products have achieved its purpose. The music video has
demonstrated aspects such as selecting mis-en-scene like the colour and lighting and
using sound with moving images effectively. We used the storyline as well as the band
performance to make the music video more interesting and catchy. The digipack we
produced shows conventions of real life products with two different fonts and an
image of a shattered heart and a skull in between. Their Myspace combines text,
image and video as well as the names of the band members, performance shots from
live gigs and further relevant information. The audience feedback shows that they
were pleased with the final product and would purchase it if it was in a shop. We used
a wide range of media technologies in the research and planning of the coursework.
Our primary source of information and overall as a group(me, Priya, Julian, Ramin)
we were happy with what we produced however if we had more time we would have
experimented more effects to make the music video more unique. We were pleased
with our final product and achieved the original aims.

7. Ancillary
The combination of my music video with my ancillary tasks I personally thought was
very effective, in the sense of using the technique of consistency. I found that
consistency throughout the media products during my A2 course was absolutely
crucial in order to allow the audience to recognise the media product.I believe that the
combination of the main product and the ancillary texts is good! I spent a lot of time
linking all the products together which is quite visible. Once we completed the
product I thought it would be appropriate to make a digipack and a magazine advert
to promote the music video. The digipack features similar material and the picture of
the band links back to the video itself. The digipack and the magazine advert go very
well together. For the digipack we listed the name of the songs but as well as minimal
information away about the band and this is a breakaway from the conventions of
rock CD covers. I believe from the research I did some bands have done something
similar with their products. The name of the band is written in a large font across the
middle. Similarly most famous bands want their name and logos to be widely known
and this can only be possible if they spread their conventions across their product.
For our magazine advert we used a picture of the band and once again we have
repeated the black and white colour scheme. I believe that from the whole music
video and the ancillary products the strongest from the pieces was the final completed
music video as most of the comments were positive and finally as I observe and look
at the CD digipack I feel that the image fits with the type of music and the genre
(rock). The ancillary texts reflect all aspects of the final production and they both
represent the target audience and genre. I thought it was very important that they both
portrayed the same message to audiences