This document summarizes the evaluation of a media product created by the author. It discusses how the media product uses and develops conventions of real music videos through considerations of audience, representation, genre, narrative and the use of mirrors as a theme. The effectiveness of combining the main music video with ancillary texts like magazine ads and a digipack is also assessed. Details are provided about the research, planning and use of technology in creating the media product, including the camera and editing software used.

1. A2 EVALUTION
• In whatwaysdoesyour mediaproductuse,developorchallenge formsandconventionsof a
real mediaproduct?
• How effective isthe combinationof yourmainproductancillarytexts?
• What have youlearntfrom youraudience feedback?
• How did youuse mediatechnologiesinthe constructionandresearch,planningand
evaluationstages?
1. In whatwaysdoesyour mediaproductuse,developorchallenge formsand
conventionsof areal mediaproduct?
As part of my mediacourse Iam requiredtolearnagreat deal aboutformsand convention
of real mediaproducts,Ihad to conductmy ownresearchon thistopicwhenconstructing
my musicvideoandcreatingthe artillerytasks,howeverthiswasnotverynew to me as it
had beenexploredthoroughlyinthe postmodernside of mycourse,whichactuallyproved
to be helpful increatingmyreal mediaproducts.Wheninmyproductionstage of the music
videoIneededtoconsideraudience,representation,genre andnarrative asall these things
will contribute tomakingmymusicvideoasprofessional asIneeditto be.Thinkingabout
your audience isof vital importance becausethe appearance of yourmusicvideoneedtobe
visuallypleasingtomychosentargetaudience thisbringsusto the genre andhow thiswill
be just as crucial as bothgenre and the audience are verysimilarbecause myaudience of
interestedinacertaingenre andthat iswhoI needto appeal to.Representationalsoneed
to be consideredbecause howIrepresentmyartistor my musicvideowill shapethe music
videosmeaninggivingthe audience aclearunderstandingaboutwhatgoingonin the music
video.The narrative isprobablythe mostimportantaspectinmymusicvideobecause my
videoismainlynarrative based,othere needstobe some kindof storyline,whichthere is,
my musicvideoisabouta teenage girl struggle withherlife,she isfindingithardtokeepup
withsociety’sexpectations.Image isveryimportantaspart of my narrative because the
meaningbehindthe musicvideoisthatimage isn’talwayseverything.Ihave conveyedthis
message throughthe use of mirrors,throughoutmymusicvideothere are all typesof
differentmirrorsusedthisistoreflectthe performersstrugglewithkeepingupwithher
image.Typicallyaudience,representation,genre andnarrative are whatmostreal media
productsconsiderastheyare all conventions.myMymusicvideodevelopsconventionsof a
musicvideobyapplyingtotheorist,Ibelieve thatAndrew Goodwin’slistof the 5
conventionsof musicvideosare includedinmymusicvideoespeciallythe ideathatthe
musicvideoandthe lyricsare verysimilarthisisthe case withmymusic video,thisisseen
whenthe lyricsare “I wishI didn’tkissthe mirrorwhenI’mon myown”,I have placedand a
mirrorin frontof the camera withthe lyricswrittenonthem, thisissymbolicof the image
and lookingperfect.Goodwin’stheorythatthe visualsaswell the musiclinkingcanalsobe
appliedtomymusicvideo,thisiswithregardto the pace and speedof the musicvideo,this
isbecause as the musicreachesitsclimax as doesthe pace of mymusic video,sothe faster
the lyricsgetthe fasterthe transactionfromone clipto anotheralsogetsand the fasterthe
movementsof myperformeralsogets.

2. Goodwin alsopurposed5aspectsthat musicvideo’sshouldconsistof andthese are,
thoughtsbeatsseeingthe sound,Narrativeandperformance,the performerbeing
presentedasa star,relationsof visualstosongand the technical aspectsof the video.My
musicvideodefiantlyconformstothe firstaspect,thatbeingthatthe thoughtsbeatthe
sound,thisisthe cease because the lyricshave deepmeaningandwill the audiencewith
somethingtothinkabout,ratherthanjust a loadof wordsputtogether.The second aspect
ischallenged,asItwas myintensiontomake the performeraslessof a ‘star’as possible
because Iwantedthe audience toconnectwithherperformance andnotfeel like it’sjustan
act she isputtingup.Narrative andperformance isbasicallywhatmymusicvideois,the
narrative part issatisfiedbecausethe wholemusicvideoisastoryof a younggirlsstruggle
withlife andthisisperformedbythe same personwhoissinging.The technical partisalso
satisfied,because the use of technology isusedtocreate meaningwithinthe musicvideo
e.g.the movementof the cameraand the way certainscenesare editedare all usedto
construct some sortof deepermeaningforexample,whenthe performerisindespairthe
editsfromthe scene transitioningtothe nextare fadedslowlytosignifythe performers
despairandendlessstruggle.Misenscene isalsoanotherwayto construct meaning,
throughwhat the performeriswearingthe audience instantlyknow whatgenre the music
videowill be.The performeriswearingthe same clothingthroughoutthe wholemusic
video,thisillustratesherstruggletomove onthisalsochallengesconventionsof areal music
videobecause normallyinall musicvideoandnotjustmygenre there isalwaysa change in
clothingfromscene toscene,andher clothingare of dark coloursand displayadark side to
the character. The editingof mymusicvideoalsocontributestothe developingonthe
conventionsof amusicvideo,throughthe waythatI have editedthismusicvideoI have
createdmeaningaswell ascreatedsomethingforthe audience tothinkaboutafter
watchingit.
Withregards to myDigipack,I have mostlyconformedtothe setof conventionstoalso
create meaningandadd value tothe musicvideo.
2. All the mediaproduct’s thatwill be createdall differinthe rolestheyplay,the music
videowill be the mainproductandthe ancillarytaskswill fulfil the purposeof advertising
the musicvideoaswell asartist.increatingthese media product’s i hadtokeepmany
aspectsconsistent,these includebasicthingslikethe font,colouring,imagesetc.indoing
thisit will create asense of brandidentity,helpingthe audience todifferentiate.
The song that I have chosenisTeenIdle fromMarina andthe diamonds,thiswaspreferred
overothersong ideasthatI had because ithada lotof deepmeaningandIfeltlike Icould
make a videotoit. The song isinitiallyaboutagirl who regretsherteenage yearsandwishes
she had beenfreerandhadn’tbeensostricton herself.The purpose increatingthismusic
videowasto deliveramessage tothe audience thattheydon’thave to relyontheirimage
and appearance togrow,the metanarrative here isgrowth. The whole ideaaroundthe
musicvideoisaboutthe hope to grow as a personandnot to dwell onthe past.The theme
of growthisexploredthroughoutmymusicvideothroughthe use of plantsandother
objectsthatconnotes growth. Anothertheme thatis constantly exploredthroughoutmy

3. musicvideoisonesappearance and image,thisisdone throughthe use of mirrors,many
differentkindsof mirrorsare usedinthe makingof the musicvideo.
The purpose of the magazine advertsis toadvertise the CDas well asthe songand the artist.
The main image usedforthisisan image of a plantinfrontof a blank background,allowing
the audience toconcentrate onthe plant,the plantis alsolinkingwiththe name of the
albumwhichisgrowth,the original name of the albumwas Electra heartbut i feltlike i
neededtochange itto Growth because the wordrelatedbacktothe musicvideoindothis
to keepthe taskscombinationeffective. The mainimage isnotof the artiststhisisbecause i
feltlike tostickto the genre i had to take the attentionawayfromthe artist and place light
on the theme thatwas beingdisplayedinthe album.there wereotheraspectthati also
managedto stick to, these beingthingslike the colouringthroughoutbothtasksas well as
the fontthat was used,these are majorthingsthatneedto be referredtobecause they
make up the whole image of all mymediaproductsputtogethermakingthe combinationof
all my taskseffective.
the otherancillarytaskthat i neededtocomplete wasadigipack,i feel thatthe digipacksare
mainlypurchasedbythe fans and those whoare dedicatedthisespeciallyappliestoour
currentday as albumsare commonlypurchasedonline. The mainimage aswell asthe font
and the colouringhave beenkeptthe same throughoutthistaskalsoagainmakingthe
combinationof all mytaskseffective.
4- As part of my advancedportfolioIcreatedamusic videopriortocreatingthismusicvideo
I had to do researchandplanning.The researchstage requiredme tolookatmany already
existingsimilarprofessionalproductssuchas……digipackand magazine adverts,Ichose
these because it’ssame genre.AswellasdoingthisIalso lookedinto,anytheoristthat
wouldhelpme make mymusicvideomake more sense andhave some sortof structure,
these includedAndrew Goodwin,todorveandLevi Strauss.Inadditiontoall thisI also
analysedthoroughlyapreviousstudent’swork,thishelpedme intermof understandingthe
structure of musicvideosforexamplehow the cameraissupposedtobe positionedandthe
overall plotof the musicvideo.Andall these thingscontribute tothe genre of the music
video.All the knowledge thatIgainedfromthisresearchalsoassistedme inunderstanding
whattypesof technologiesIwouldneedandwhatwouldbe bestsuitable inconstructingmy
musicvideo. All thisresearchhasallowedme todecide whatkindof toolsIwouldfurther
needinmypost productionstage.One thingIknew forsure is that I wasgoingto use Adobe
premiere CS6,asthiswouldensure thatmymusic videocame outas professionalaspossible
,thisisalsowhat mostmediastudentsusedtoedittheirmusicvideosandIfinditto be
appropriate todo use it.
Withoutthe use of the technologythatIwas presentedwith,the makingof thismusicvideo
wouldnothave beenpossible,the camerathatI wasgivenprovedtodo a verygood jobas it
shotmy musicvideojusthowI wanteditto,the final outcome of all the scenesthatI had
shotwere all professionallookingandtomy standard,the camera I usedwas…….It wasa
veryeasycamera to carry aroundand filmwithbecause itwasverylightinweight.The
camera hadmany waysin whichyoucouldchange the settingtobe satisfiedwithwhatever

4. youfeel isbetterforyourmusicvideo,forexample there isasettingthatgoersbythe name
of ISOthisallowsyourmusicvideotobe a certainway and we were toldthatwe had to keep
it at 100 at all times,andthisiswhat I didto ensure thatmymusicvideocame out as
professionalaspossible,there wasalsoasettingcalledthe aperture,thisiswherethe light
wouldcome inthroughthe lensand I keptthisa t a low also because Ifeltlike if Iwantedit
to be brightI couldjust change itin the editingprocess.Iwasalsorequiredtochange the
lenshere andthere because,the mainlensthatwas usingdidn’tallow me tozoominif I
wanted,soI had anotherlensthatI alsousedto ensure thatI had the outcome thatI
wantedwhenfilmingmymusicvideo,howeveritdidprove difficultif Iwantedtouse the
firstlensandzoomin, insteadIjusthad to physicallymoveforwardif Iwantedtogetcloser
to the action.