A2 media evaluation

A2 MEDIA
EVALUATION QUESTIONS
1-4
JODHI TAYLOR

Q1. In what ways does your media product use, develop or challenge forms and
conventions of real media products?
You will need to carry out both PRIMARY and SECONDARY research

1. Analyse a variety of related media texts
2. Use a variety of sources i.e. websites, journals ECT.

MUSIC VIDEO
The initial thing I did, after choosing to create a music video and the related Ancillary
products, was to research existing media products that are similar to those that I must
create. This included existing music videos ,C.D album covers and magazine
advertisements for album releases.

First of all, I researched genre related Music videos to see what forms and conventions are
stereotypically used. These videos included both stop animation and videos that have been filmed, as
these are the devices which I wanted to include in my Music video. These videos, or style models
acted as a basis for which I have used certain conventions which I believed to be effective and
developed others in order to appeal to my target audience.


MUSIC VIDEO
Basic Idea for music Video
Music Video
For my music video, I am using a mix of both filming, which will be done with a Camcorder, and
Stop Animation, which will be done with a Stills Camera.

Filmed-Basic Story line
The basic Storyline of my music Video is about two characters who have fallen out due to one the
characters naivety, which refers well to the title of the song. However the cause of the argument is
about one of the friends relationship problems. I have chosen to incorporate this within the
storyline of my music video as I believe it relates well to my target audience meaning that due to
my audience's relatively young age and because of this their rather inexperience of relationships, I
believe that they may have experienced a similar scenario.
Stop Animation-Basic Idea
For the final product I am creating, I want the instrument itself to be the main part when using stop
animation. This technique of making the instrument and the lyrics within the song as the main part
of the video or in my case the main part of my stop animation segment, can also be seen in the
music video "little Lion Man" by Mumford and Sons. By doing this, it will also portray what is being
played/used in the music itself. However, this piano will not be a real one in quite a lot of the
segments. The influence for this came from watching the stop-animation video, "Her morning
glory“ as that video also uses objects to look like other things. As the Female artist playing the
"piano" will be the main part of this Video, I have also decided that I will incorporate changes of
nail vanish colour and the words of particularly significant lyrics onto the fingers of the artist. This
will be done using Stop animation. I have also decided that in order to make my Video more
visually appealing, I will move objects on the board of the piano that are relevant to the lyrics. This
again will be done using stop animation.


MUSIC VIDEO
Like directors of music Videos, I have planned my music
Video. I have done this as it informs me of what to do
meaning it I easier to create and has a sense of continuousy
and professionalism.

In my planning I have created a plan for the settings of my
music video yet also a script for my music video. This again
is a convention that professional music video directors use
in order to effectively create a video as they know exactly
where and what is happening within the video.


MUSIC VIDEO

Q1. Stop Animation
I have used stop animation in certain parts of my music video as I believe it is an effective and visually appealing
tool to use. Also the benefits of using this is that you can create visual effects that cannot be done easily when
filming as a result of the time it would take and the use of certain equipment that is needed to perfect the visual
effect.

Here are a two clips from the stop animation video “Her morning
glory” which I found to be my most effective style model. In both
these clips household objects are used to create a different visual
effect.
In the first clip, pillows are used to create the visual effect of the
main character walking down stairs
In the second, socks are used to create the appearance of fish, and 1 2
to reinforce the visual effect of the main character being under
water.

I have also used this kind of visual trickery In my music video which can be seen in scene 2.
I have done this, much like my style model, by creating the visual effect of a piano playing by it’s
self. This was done by firstly creating a “piano “out of household objects, then placing brightly
coloured paper onto different “keys.”

However unlike my style model, I have made the house hold objects more visually similar to the
objects they are meant to portray. I have done this as in my style model, the visual effect is not
always clear yet for my music video, I wanted the audience to recognise instantly what was
happening in the video as a result of the visual effect.

Q1. Stop Animation Style Model

A close-up of the object is used and Here are a few shots from the The Indie/ Alternative genre of this video
the object is usually positioned in the stop animation video “Lost can be seen through the use of “low
centre of the shot. things.” The images show an budget” and quirky visual appeal as a result
object (scissors ) moving across of the everyday household objects that are
the floor using a stills camera. used..

Much like my style model, I have made I have made the shot look as “low
I have used a still camera to take
sure the object was in the centre of budget” and quirky as possible to
images of a toy guitar moving across
the frame and used a close-up of the appeal to my target genre and
a “Piano.” Yet also the visual effect of
image. This is so my audience can audience. I have tried to do this by
someone playing the “piano.” By
clearly see exactly what is happening using Incident light which was a
putting these together, I am left with
within the shot. I have also taken result of when this was shot
a sequence which visually appears to
these images at eye level so when it is (daylight-afternoon) I have also used
be filmed.
watched by my audience , they have house-hold objects much like my
the visual effect of playing the piano style model to use this “low budget”
themselves and quirky visual appeal.

Q1. FILMED
In my Music Video I have also incorporated some filmed scenes. I have done this to give my Video some sense
chronological story line, instead of a series of random actions which occurs in most stop animation Videos. I
believe that by doing this, it will be more visually interesting for my audience to watch and therefore the Video
is more likely to keep the attention of my viewer.
Yet before I began filming for my Music Video, I viewed and analysed existing products.

Here are two analysed shots from the music video “little Lion Man”
by Mumford and Sons. From this I discovered that not only does
this video use a lot of shots which incorporates the instruments
that were used in the creation of this song, yet also these shots are
of the members within the band playing the instruments

Q1. FILMED
To portray the genre of both the music and the sub-culture of my audience , I have viewed other existing media
products to see how they used Mise en Scene to do this.

Q1. Sound
Creating the Music 1. Adele- Chasing pavements
In creating my music Positives
I have chosen this song as it is a well known and as far as I am aware due to
video, and the required asking numerous music lovers, it is also a well liked song. I also believe this will
ancillary products, the first be a good song to use as it contains lyrics that that could be easily turned into
thing I need to do is choose a some sort of story board for my music video.
song that will accompany my Negatives
product. Yet though this will However though according to those I have asked who assured me it was a well
liked song, the negatives of this song is that it would be quit difficult to cover.
be an original cover of the Also though it is not a necessity this song is not of the Indie/alternative genre.
chosen song it needs to meet
the following criteria.
Firstly, the song needs to be 2. The kooks-Naive
one that can could be Positives
covered well I have chosen this song as again it well known and according to audience
questionnaire it is also well liked. I also believe that due to the structure of the
Secondly, Though not a
song which is very repetitive, stop animation would work well. Also any positive
necessarily, the song should of this song is that it is already of a indie/alternative genre.
preferably be one that is of Negatives
the Indie/ Alternative genre. The negatives of using this song is that although it is already of the indie/
Thirdly, a song which has alternative genre which is a positive, the lyrics of the song do not portray an
obvious storyboard for filming.
lyrics which can convey some
sort of storyboard for my
music video.
However in terms of my 3. Damien Rice- 9 crimes
ancillary products, the title of Positives
the song I am using will be I have chosen this song as I believe the lyrics of such will transfer well into a story
used throughout e.g. on the board for filming. Yet also i believe that it will work well with stop animation.
Negatives
back an cover of my C.D yet However according to my audience questionnaire hardly anyone had ever heard
also on my magazine this song which is not ideal. More so, though the genre of this song is alternative I
advertisement. believe it will be quite difficult to do an original cover which will convey my target
audience

Q1. Sound
Final song choice
For the song that I will create an original cover of and use throughout my
ancillary products and Music Video, I have chosen Naive by the popular
Indie band The Kooks. I have chosen this rather then the other two possible
song chooses as I believe firstly, that I will be able to create an effective
original cover which will be enjoyed by my target audience. Yet also I
believe that due to the structure of the song which is very repetitive, it will
work effectively with stop animation.

To Find the these songs taht I had to choose between I have
used Youtube.

Q1. C.D COVER Front
Firstly before creating my C.D Front and Back, I have researched existing media products in order to create mine whilst using and
changing conventions that are used in such products. I have found this useful as it enables me to create a product that has the realism
of existing products yet also the it has enabled me to discover certain techniques that I can use in order to appeal to my target
audience.

Q1. C.D COVER Front
Main Image
The main image itself is of a handmade "piano" that
was used originally in my Music Video. My
influences for using this idea came from both, the
stop animation video "Her morning glory" which
uses household items to create different objects, by
doing this, a kind of foolery directed toward the
audience occurs yet also a kind of “low budget and
quirky feel is achieved which is typical of the Indie/
alternative genre. Another influence came from the
album cover of "blur" who also used images from
their music videos.
However, my main influence for using the "piano"
on the front of my album cover came from viewing
"the kooks" album cover. This is because they have
used instruments on the front of their album
cover, that were used to create their music. I have
also done this as I believe that by doing so, it gives
the audience insight on what type of genre and
ensemble the music contained within the album is.

Font
The font on this image is colourful and clear. From
this I believe that my album cover will portray the
youthful age of my audience, yet can also be easily
read and understood by the viewer. My main
Similar to my product, I have used a black and “The drums” the artist on the back of the
influence for doing this came from white photo of
album cover. cover which also uses a “hand made/written”
album However in my image, Which is a slightly over the shoulder cut-in of the artist
playing a piano, the artist’s face is not visible. I have done this to reinforce the mystery that I
title which could portray the youthfulness of their
wanted to surround the artist and therefore incline my audience to want to know more about
audience.
the particular artist

Q1. C.D COVER Front Editing
My original front cover which
can be seen below has been
Mise en scene edited not only to attract by
For the front of my C.D cover, I have used target audience whom according
a checked shirt as the background. From to my questionnaire believe that
this it could be said that it is a piece of the appearance of such products
stereotypical indie clothing which can be is important in terms of if it is to
easily recognised by my target audience. be consumed or not. I have done
Also the shirt which because of the this by using fade at the top of
colour stereotypically has a more the image on a program called
masculine portrayal however due to the photo shop. More so, I have also
fact that the artist is female and the added a record label and a
colour pink is used in the font, This record distributer logo. By doing
album also appeals to females within my this I believe it gives my product
target audience. More so , I have I have a sense of brand identity.
also used font within the product that
resembles and co-exists with the hand
made and inexpensive appeal of the
indie fashion culture which again refers
to the genre of my products. This was
achieved by using brightly coloured
(much resembling the font used on
Blur’s front cover)pieces of paper.

Q1. C.D COVER Back
Main Image
I have used a photo of the artist playing a piano for
the main image of my album back. I believe this is
effective as it means that my audience are able to
identify the instruments that have been used yet also
the type of ensemble of the music. My inspiration for
incorporating an image of the instruments used came
from viewing “the Kooks” album cover which also
uses this.

I have made the main image black and white as I
think as a result of this my cover appears more
artistic. This is also used on the back of “the drums”
album making the band appear moody- a typical
stereotype of the attitude of a student aged
person, yet also somewhat artistic and mysterious

Devices
I have also incorporated conventions that are
frequently used on album cover backs. Which
includes a piece of text where the collaborators of the
album are “Thanked” making the band/artist appear
humble and likeable. I have also incorporated a
barcode, track listing, band website and track times to
make the back of my album appear more
professional. This can also be seen on the cover back
of "Blur’s” album.

Q1. C.D COVER Back
Editing
My original front cover ,which can be
seen on the left, has been edited not
only to attract by target audience whom
according to my questionnaire believe
that the appearance of such products is
important in terms of if it is to be
consumed or not. I have done this by
Changing the font at the top of the
album back yet also the font on the song
listing on a program called Photo Shop. I
have done this as I believe that by using
this particular font it makes my product
look more visual attractive . More so, I
have also added a record label and a
record distributer logo. By doing this I
believe it gives my product a sense of
brand identity. More so I have also
inserted a website which can be seen not
only as an example of multi media yet
also an example of technological
convergence.

Q1. C.D COVER and back Colour scheme
For the colour scheme of my album
cover, I have used bright colours on the
front of the album to make it visually
attractive and eye-catching. My
inspiration for doing this came from
viewing the album cover of “blur”
which also uses this. However I have
used a main image that incorporates
darker colours which makes the title of
the album the main visual focus, and
also makes the main image stand out. I
did this because I believe the tile of
the album cover by “Blur” though
easily visible, is not the main focus of
the album, which I wanted the title of
my album to be.

Colour scheme
For the colour scheme of my album
cover, I have used a black background.
I have done this in order for the band
name and track listings, which is
written in a bright red font, to stand
out. My inspiration for doing this
came from viewing “the drums”
album cover. This is because I felt that
the mono-chrome background and
white font did not work well as it is
quite unclear and therefore difficult to
read.

Q1. Magazine
Advertisement

Q2. How effective is the combination of your main product and ancillary texts?

Branding Colours schemes, Fonts, and recognisable logos

I believe that the combination of my ancillary products is
quite effective.
This is because I have used the same red font, and style for the
name of the band I have used. Therefore I believe that when this
text is viewed my audience, The band I have used will also be
recognised.
In my Ancillary products, I have included the same handwritten
front for the title of the album. Because of this I believe I have
created a kind of text related logo that when viewed will be
instantly associated with band I have used.
I have also used the same colour scheme through out my
products. This can be seen in both the colour that are used within
the album title, yet also on the keys of the “piano” that is used in
my Magazine Advertisement. I believe that by doing this it does
not only create a sense of continuity throughout my work, yet
also creates some form of colour based brand identity.

Q2. Audience and Genre
Throughout my Ancillary products, I have tried to Was the audience being addressed throughout your
be consistent when addressing my Target products?
audience, yet I also tried to clearly incorporate
the genre the genre of my products Is the Genre clearly recognisable across all products?

In my product, I have tried to appeal to the age of my
audience which is those aged 16-21 and therefore most
probable students.
I have done this by using a font that reflects the useful age of
my audience as a result of the bright and handwritten font
that was used throughout my products.

I have also tried to make the genre of my products clearly
recognisable throughout my products.
I have done this by fir using a handmade “piano” which
conveys the “low budget” and quirky appearance that is
favoured by the Indie/ Alternative sub-culture and genre.
This is also evident in the use of the handwritten album title
which I have use d throughout my Ancillary products.

I have also tried to convey the genre of my products
throughout by using a n item of clothing, which is
stereotypically thought of as being part of the
Indie/alternative sub culture/genre.
I have used this item of clothing both, for the background
of my album cover front, yet it can be also seen on the
character in my music video.

Q2. Institutions
Research

Research -Record Labels and Brand Identity
In the music industry, a record label is a brand and a trademark associated with the
marketing of music recordings and music videos. Most commonly, a record label is
the company that manages such bands and trademarks, coordinates the production,
manufacture, distribution, marketing and promotion, and enforcement of copyright
protection of sound recordings and music videos; conducts talent scouting and development
of new artists ("artists and repertoire" orA&R); and maintains contracts with recording
artists and their managers. The term "record label" derives from the circular label in the
center of a Vinyl record which prominently displays the manufacturer's name, along with
other information.

These labels include both localized, independent music labels which are stereotypically
Indie, or they could be part of a large international media group.
However, for my media product, it will be "funded" by an independent label which
corresponds well with the indie/ alternative genre I have chosen to represent.
History
According to many, the first true indie record is generally considered to be the Spiral
Scratch EP released by The Buzzcocks in 1977, on their own Manchester based New
Hormones label. However there was a political significance to the Indie movement as it
revolutionized the music industry, meaning that many bands that were not seen as
"sellable" or did not gain the approval of music business establishments could release music.

Examples of Indie Labels
Popular Indie Labels today include labels such as Rocket Girl who manage artists such as;
Kennedy Green

Q2. Institutions

My Media Product
For my media product I am using an Independent label to "manage" the artist I am
using. I have decided to do this as I believe it corresponds well with the Indie/ alternative
genre I am representing. Also because it is an independent label it will appear more
credible and cool. This is because Independent labels are normally associated with a kind
of "for the love of music alone" stigma whilst major record labels are normally plagued
with a portrayal that is more like "for the love of money" stereotype. Again much like
the title of the song I have chosen. the record label logo will be current throughout my
products.

Chosen record Label and Distributor
Diversity records is a new independent record label that was created in 2003. However
though the music they produce is mainly dance and techno they also produce music of an
alternative/Indie genre

The music distributor I have decided to use, and who's logo along with the record label I
am using will be present throughout my ancillary products, is HMV. I have decided to
use this as though it is a mainstream distributor, according to those I have asked, it is the
most popular non-online place to purchase music which includes that of an indie/
alternative genre.

Q3. What have you learnt from audience feedback?
To get a basic understanding of who my target audience are I have created a questionnaire.

The questions I asked included the I have also created a questionnaire to identify how existing media
following; products, similar to what I am creating, will influence and effect my
How old are you? target audience. From this I will know what to include and how to
To get a basic idea of the age group of make my products appeal to my target audience.
my audience
What is your favourite music genre?
To identify what genre of music my Results of Questionnaire
target audience favoured the most and
therefore what genre I would base my
main product and ancillary products
upon
 Does the Music video affect your
opinion of both the song and artist?
To understand if my final product will
affect my target audience's opinion on
both the artist I have used and the music
piece I have used-the importance of
creating a music video that will be
enjoyed by my target audience
Does the appearance of an album
cover influence you to buy the album?
To realise if my target audience will be
more inclined to buy an album
depending upon the appearance of the
album cover.

Target audience- Profile
Age
From my questionnaire, I have discovered that the majority of my
audience are between the ages of 16 and 23. From this, it is most likely
that my audience are students.
Gender
I have also discovered that my audience are both male and
female, meaning that my product must appeal to both genders.
Genre
Also, it can be seen from my audience responses that the music genre
that was favoured my audience was Indie/Alternative. This music genre
also coordinates well with the age of my audience as these genres of
music are stereotypically thought of as being favoured mainly by both this
particular age group, yet also students.
Media technologies
Though the majority of those who took part in my questionnaire watched
music videos using a television, some also stated that they used mobile
phones and the internet to watch music videos. From this, it can be
understood how a new “online” audience are now also watching music
videos due to new technologies such as the internet and mobile phone
applications.
Opinions
Most of the people who took part in my questionnaire agreed that the
appearance of the video and album cover, did effect there opinion of the
artist yet also of the song Itself. Also over 60% of those who took part
felt that they were more likely to the music of an artist depending on the
appearance of the album itself, yet also how well they believe the video
relates to the song itself.

How my audience research influenced the construction of my Products
C.D COVER
Visual appearance-Mise en scene
FRONT
For the front of my C.D album I have included an image of a piano. However, for the
background of the image I have used the checked shirt yet again. I have done
this, not only to create a sence of continuity throughout my products, yet also as it is
again, an item of clothing that is stereotypically thought of as being part of the
Indie/alternative sub-culture and genre.

The piano that I have used originally in my music video yet also on the front of the
album cover is hand made. I believe this again coordinates well with the “low
budget” and quirkiness visual appeal of the alternative/ indie music genre.

C.D COVER
Visual appearance-Mise en scene
BACK
For my album cover, I have used the band name “The favorites” I have done
this as not only do most bands of the Indie/Alternative music genre have
chosen names that include the word the, yet also as the word “Favourite” is
spelt incorrectly, it also relates to the stereotypical quirkiness that is favoured
by this sub culture and music genre.

For the back of my album cover, I have used a colourful and handwritten album title. I have
done this to convey the youthful age of my target audience. I have also incorporated the
bands/artists website to appeal to the new media technologies that are used by my audience.


MAGAZINE ADVERTISEMENT
Visual Appearance-Mise en scene

Again I have used an image of a
“piano” as the main visual in my
magazine advertisement. I have
done this as I believe it relates to
the stereotypical quirkiness
favoured by those who enjoy
the Indie/Alternative music
genre and sub-culture.

I have incorporated bright colours in my magazine advertisement to not only
create a kind of colour based trademark that can be associated with the
artist/band I have used, yet to also portray the generally youthful age of my
target audience.

Product feedback from target audience

Q4. How did you use Media technologies in the
construction, research, planning and evaluation?
I will answer this question by splitting it into the following four sections

Construction

Research

Planning

Evaluation

Construction

Research

Planning

A2 media evaluation

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