critical refelection

1. How do your products use or challenge conventionsandhow do they representsocial groups or issue?
Conventionsinmediaare termedaspossible expectedwaysinwhichcodesare organizedinaparticular
product.These can be furtherclassifiedintotwotypeswhichconsistof technical conventions(mise-en-
scene,editing,sound) andgenre convention(storyideology).
In orderto be able to identifymyaudience IensuredthatIam fullyaware regardingthe conventionsof
my chosengenre whichisclassical pop.Bydoingthis in-depthresearchIwasable to note downall the
importantfactorsregardingthe genre providingme withacleardirectionandguidance toworktowards
these conventions.Afterall the votesourmusicvideowasbasedonaudience preference thatwas
performance aswell asnarrative basedwhere the synopsisisrevolvedaroundlife of awidow girl and
the struggle she findsadjustingherself inthe societybeingphysicallyharassed;conventionallywomenin
our societyare representedasa weakgendercomparedtomenhavinga dominantrole.
To construct the musicvideo locationisconsideredasone of the biggestelementas it’sthe base of a
mise enscene,settingupthe genre andcreatingan atmosphere representingthe audienceaboutthe
era of the musicvideo.

2. The codesand conventionsinourmusicvideohave beenimpliedbyunderstandingthe audienceand
theirtake on classical popmusicvideos.Howeverthisconventionhasbeenchallengedinthe narrative
whenthe conceptischangedof the girl whenshe seekslove andpeace whenherhusbandpassesaway.

3. How do the elementsofyour production work togetherto create a sense of‘branding’?
Brandingisa vital elementafterworkingonthe audience profilinganddistributionprocess.Elements
usedinthe productionphase are combinedtogethertodevelopasense of brandingfor the product
designed.Tobe recognizedinthe currentmarketindustrybeinga aheadof the existingcompetitorsitis
importantthatbrandingisstrong and givenconcentration.
To carry outbrandingwe matchedthe suitable colorpalette themethatcould goalongthe following
aspectssuch as the digi-pack, the website andthe musicvideo ensuringall three hadsome sortof
similaritywithone another.
A website wasdevelopedtopromote the artistandaftera thoroughresearchwe chose the best
available software.Website isalso aneasypromotional tool thatcanbe usedto update everything
regardingthe artistitself alongwithinteractionsandaudience feedbackcanbe posted. The colortone
we wentfordesigningourwebsite was vibrantandcolorful basedongenre alongwithpromotingthe
artistupcomingalbum‘Rangrezawhichmeanscolor. The reasonwe wentwithdarktheme was quite
challengingasmostlyclassical popsingerwebsitesconsistof dull colors.

4. As the backgroundincludedalotof colorsas itcan benwe usedblackcolorfor all our texttomake sure
it iswell incorporatedandvisibletothe audience.The CD andfront coveralsohad a splashof colors in
the middle toensure everythinggoeswiththe same codesandconventionsasusedinwebsite.
Merchandisingisanimportantfactor whenitcomesto brandingandpromotingthe product.Our
website includedasectionof store where customizedmugsandplatesof artistwhere displayedto
purchase.We alsoaddedsectionof events,musicandcontactwhichallowsthe audience tostaytuned
aboutthe latesteventsandlistentothe songsinstantlyasreleased.

6. How do your products engage with the audience and how would they be distributedas real media
products?
Identifyingthe righttargetaudience isavital aspectof mediatextensuringthatthe choice thatisbeing
made inorder to produce the product/service isof goodqualitychoice.Itisimportantthatwhatever
kindof mediatextisbeingproducescanbe easilydecodedbythe audience otherwise itwillbe failed.To
ensure thiswe carriedoutnumeroussurveyssortingoutintermsof demographicsandpsychographics
of ourtarget audience.The protagonistforthismusicvideowasaged19 yearsoldas it will be
representedwithinthe categoryof ourtarget audience.The targetaudience forourmusicvideo willbe
mostlyfemale belongingfromthe age of 18-25 year old.
Alongwithall thisthe mediatextthatwasbeingproducedsuchas inour website sectionof event,
updatesandstore page wasaddedthat gave fansthe accessto purchase mugs/platesof the artistand
listentolatestsongsinstantlyatthe page.

11. Aftercarryingout surveysaccordingtoresultsthe mostwidelyusedsocial mediaplatformisYouTube
that indicateduswhere touploadthe musicvideo.Onbasisof customerspreference itwasalsohelped
knowingthatmajorityof the targetaudience favorednarrative basedbackgroundwithclassicpop
genre.The locationsetupwasin‘Haveli’whichaplace isbuiltaccordingto oldstyle revolvingaround
Mughal architecture reflectingandcoordinatingwellwiththe protagonistclothesall combiningtogether
producinga perfect-fit
For the distributionprocessourteamhave designedarecordlabel knownasTaj Mahal whichissymbol
of love. We usedititdepictsourideato a certainvery well.Itschangingcolouralsoshowedthe changes
inwomenlife afterherhusband’s death.

12. Q4) How didyou integrate digital technologies:software,hardware and online inthis project?
Technologiesplayedagreatrole inthe productiondistributionandexhibitionof ourmusicvideo.Many
varioustechnologieswereusedandwe were verymuchdependentonthem.
In orderto capture a HD qualitygraphicsinour musicvideowe usedDSLR.Exploringwithitwasan
exceptionalexperience aswe were nowgettingabetterholdof it andbecomingaware of its interactive
features.Itwasalsousedas the photoshootof our artistfor our musicvideowasalsocapturedwithit.A
tripodstandwas usedto have goodstabledclipnotonlyinthe tsk butalso helpedusinthe camera
movement.
Beside alotof brainstormingandresearchwiththe helpof internetwe were able toengage inbigger
platform.We alsoexploredandgainedinspirationandwaslateruploadedonYoutube formarketing
and distribution.

13. SurveyMonkey we made our questionnaire forourmusicvideosurveywhichwasthensharedonsocial
mediasitessothat itcouldbe filledaccordingtotheirchoice.
Facebookwasusedinsharingor questionnairewe made onsurveymoneyaswell asitwasusedfor call
for auditionsandmuchmore.
The Internetwasalsoveryuseful forcreatingpresentationsonwebsiteslike Prezi,VismeEtc.
‘WEEBLY’was the website thatIusedforuploadingall of myworkon my blogand keepitupdated.With
the helpof its featuresIwasable to organizeditbetter
MicrosoftWord was alsousedto make presentationspre mockshotde-visioningandmuchmore

14. Adobe Photoshopasoftware whichwe earlierusedtoinourpremilnarytaskandthenon AS level.It
helpedinmakingourdigi packlookcreative andwiththe helpof itwe were able to carve a new niche.
Adobe Premierwasusedforeditingthe musicvideowhichhelpusingivingourmusicvideoa
professionallook.