This document summarizes the student's advanced portfolio evaluation project. It discusses how their music video challenged conventions of the genre by using a virtual TV studio setting. It analyzes how the video reinforced the political lyrics through visuals of protests and Tony Blair. Feedback indicated that audiences appreciated the unconventional style and how it matched the message. The student learned how to use new software like Adobe Premier Pro and the virtual studio, as well as creating a blog on Ning.

1. Advanced Portfolio EvaluationJordanna Moore

2. In what ways does your media product use, develop or challenge forms and conventions of real media products?Our music video challenged the codes and conventions of a typical Indie/Folk music video because it was filmed it in a virtual tv studio, using green screen. You would not usually see this type of setting for an Indie/Folk genre video. Normally for an Indie/Folk band or artist they would film something like a live performance video in a studio or a warehouse with the artist or band playing acoustically as the main focus. This is because it suits that particular genre. The video clips at the bottom show the divergence between the two examples.Our video was therefore unconventional as we used a virtual tv studio to film our video. The reason for this was so that we could amplify the political style of the song. The artist is supposedly reading , or in this case singing the news and he is talking about the war and Tony Blair.City and Colour – Waiting. Typical Indie/Folk Video.Our Music Video

3. Andrew Goodwin’s TheoriesUsing Andrew Goodwin’s theory I analysed our video:In the music video ‘Enough is Enough’ there is a clear relationship between the lyrics and the visuals. The first link you will immediately notice would be the lip sync, the artist, Joe Potter is singing the lyrics in time with the music. Another point would be when the artist sings about the war and Tony Blair, there are pictures in the video of protests and Tony Blair, to enforce the very political genre of the song. In my music video the visuals really amplify the lyrics and really enforce the lyrics in the song.There is also a clear relationship between the music and the visuals as the video cuts are in time with the beat of the song. Our video also has references to voyeurism as it has screens within screens. And also has shots of the artist when he doesn’t know that he is being filmed. For example when he is having his make up done.

4. How did you use media technologies in the construction and research, planning and evaluation stages?For the research section of my project I used programs such as Internet Explorer, the sites I used were mainly Wikipedia, YouTube and Social Networking sites such as Ning. I also used email services such as GoogleMail and Myspace to communicate with my artist; my primary search engine for the duration of the project was Google. Other sites that I used during my planning process were Issuu, to convert my word documents into book type files so they could be uploaded to my Ning. Survey Monkey was another site I used during the planning process as I constructed a questionnaire aimed at my target audience to help me with the production of my music video project. I also used SlideShare when uploading my PowerPoint presentations to my Ning, SlideShare converted my videos giving me an embed code so that I could upload it to my Ning.

5. When presenting my research I used programs such as PowerPoint and Word Documents, I chose to use Microsoft Word when writing up my treatments and proposals to the band. This was because they were ideal, especially for writing the treatment, however when presenting the proposal to my artist it maybe would have been more beneficial to use PowerPoint. I used PowerPoint mainly for my research projects, simply because it was the easiest program to use, the downside was that using PowerPoint’s becomes very dull when reading through and very repetitive. Without these technologies my research project would have been very difficult, especially without the access of the Internet.For the production process of my project I used Adobe Premier Pro for the editing of my music video footage and Photoshop for the designing of my Digipak and Magazine Advert.

6. What have you learned from your audience feedback?To gather my audience feedback I designed a questionnaire using SurveyMonkey then sent it to all my friends via Facebook who answered the questionnaire after watching the music video.One of the main points that came up was that people liked how we used the pictures of Tony Blair and the protests to enforce the lyrics and the message of the song which were all based on a political theme.A lot of people picked up on how they liked that our video was unconventional, they liked the way that we had used a completely different style for our video using the virtual tv studio, compared to the typical Indie/Folk music video.

7. Learning CurvesMy biggest learning curves for this project would be learning how to use the virtual studio. Before I was told about this I had no idea that we would be able to produce something like this. Using Adobe Premier Pro and Photoshop was also a big step as I have only ever used Photoshop once before. I found Adobe Premier a lot harder to use than Photoshop as I had never used this editing software before and found it very hard to get the hang of.Ning was also new to me as I had never used this website before. I had to learn how to convert and upload all my work to the social networking site to create a blog of my work.