1. Evaluation Question 1:
In what ways does your media product use, develop
or challenge forms and conventions of real media
products?

2. Music Video
Mise-en-scene:
Costume
The costume I had chosen for my artist was the typical casual look that is seen often in Ellie Goulding’s videos.
This a convention that I chose to stick to as it meant that I had more freedom with outfit choice and was able to
keep it simple but effective.
As seen in the two images above I have taken costume inspiration from the ‘Your Song’ video as a
section of my video was based on a similar shot idea. It was a basic jacket and leggings look and
this was used throughout the video. My costume did not always keep to continuity as the studio
shots aren’t the same costume as the shots seen in the narrative shots. However, this could be
argued that they needed to be different to show the difference in the two locations and to show that
the narrative was in fact the story being told by the studio shots, the costume allowed this difference
to be shown.

3. Music Video
Mise-en-scene:
Props
In the genre I have chosen you tend not to use many or even any props within the video. In my video I do not
use any props as I felt that they weren’t necessary. Ellie Goulding doesn’t always use props but when she does
they are simple musical instruments such as a tambourine (as seen in the image below).

4. Music Video
Mise-en-scene:
Location and Weather
The inspiration for where I completed my filming came from two videos by Ellie Goulding her self and this
allowed me to keep to her and the genres conventions. The first location is a studio location and this was
inspired by the video for her song ‘Lights’.
The second location I chose was based on her video for ‘Your Song’. I felt that this location would fit
in with my new set of ideas and be able to represent the narrative side of my video. The weather in
these shots wasn’t how I would have liked it but it did give the effect I wanted it to. It would have
been better had it been less windy and a bit more sun.

5. Music Video
Camera Techniques:
Shots
I used a range of shots within my video, these were things such as close ups and wide shots ect. I was also able
to use different camera movements within my video as well, for example during the studio shots I was able to
pan the camera from left to right across the artist to get the effect of her coming and going. I feel that the best
shot I was able to achieve was the half faced shots. I was able to get these for both the studio setting and the
narrative setting. These both gave different types of lighting but were effective in putting detail onto the artists
face. Similar shots can be seen within the artists videos as well. Especially the studio inspired shots from the
video for ‘Lights’
I was able to achieve this type of shot by, first in the studio, using the lighting to only light one side of her face
and then, in the narrative location, shooting the shot at an angle so that the light is only really seen on one
side of her face.

6. Music Video
Camera Techniques:
I used a few different techniques within my footage such as in the studio setting I did a pan shot where I moved the
camera from left to right across the artist whilst she was singing. This allowed me to cut this up and place it in the
correct position to match it up to the song lyrics for lip synching.
For the each of the different settings I had still and shaky shots. During the studio shots I had used a tripod in
order to get the still studio/performance look I wanted. However, when I was doing the narrative shots I didn’t use
the tripod because I wanted to get the conventional narrative look that you get in songs such as Ellie Goulding’s
‘Your Song’.

7. Music Video
Editing Techniques:
The pace and beat of the song are two of the most important parts of my editing because as a conventions of
most music videos, the cut of the shot tends to be on the beat or done by the pace of the music. So for example, if
the pace of the song is fast then the shots will be cut at a quicker pace. The beat and lines of the song tend to also
be a good indication of when to change a shot as well. Ellie Goulding’s ‘Lights’ was what I used as my inspiration
for when to cut shots and change locations. This is because the conventions and some of the locations were
similar to mine.
This cuts to  This
This cuts to  This

8. Music Video
Editing Techniques:
Lip Synching
One of the other major editing technique I had to use was getting the lip synching at the correct time. This meant I
had to match the artist up with the line they were singing in the music. This makes the video look more
professional.

9. Music Video
Representation:
The general representation of a female artist in the pop/dance genre is they are
shown to have a lot of energy and to be bubbly. The are shown to dance
around a lot in a studio form of performance and then during narratives it then
depends on the story behind the narrative. This can be shown in videos such
as:
Ellie Goulding – Lights
Florence and the Machine – Rabbit Heart
Rihanna – We Found Love

10. Music Video
Links between the visuals and lyrics:
Creating links between the lyrics and the visuals was difficult and is not typically seen in an Ellie Goulding video.
As I used a studio performance to parts of the song, creating a link or actions to go with the lyrics wasn’t as easy,
this is because the lyrics didn’t allow this to happen. During the narrative I was able to portray the artists emotions
and this again wasn’t easy to link into the lyrics but was easy to put actions too. A video that also does this type of
thing is Ellie Goulding’s ‘Your Song’.
This isn’t something that is typical of this type of video but is often seen in my artists videos. The videos and artists
for this genre normally create a story that goes with the lyrics to the video and uses the visuals to portray the
meaning behind the lyrics.

11. Music Video
Target Audience:
The typical audience for music in this genre, dance/pop, is young teens to adults in their late 20’s. They also
tend to be a stronger female audience, rather than a stronger male audience. The evidence for this can be
seen in things such as social network sites such as the likes the artist has on Facebook ect. However, with
the way I have filmed my video and how it is presented I would still have the gender typical audience but the
age for my audience may decrease to the younger end. So this would be younger teens to younger adults.

12. Digipak
Design Conventions:
The front cover of an album will an image of
the band or an image that relates and is
seen as a convention of the band. It will also
have the name of the album and artist.
This panel can
contain a few
things. So there
isn’t really a
convention.
However, the
typical things
seen can be;
Thank you’s, a
quote, lyrics or
even the track
listing if it isn’t
on the back
cover.
The typical back cover for a
digipak has these conventions:
• A list of the tracks
• An image or pattern related
to the rest of the digipak.
• A barcode (for sale
purposes).
• Record company and copy
right information.
• Record company and
publisher logos.
This panel is
typically the side in
which the CD is
placed. This can be
in the forms of
things as seen in
the image or even
just a pocket.
This panel is conventionally an image of the band.

13. Digipak
My Final Design:
This inside cover is the CD panel and I have decided to use a place
holder rather than the pocket. I also used another image of the location
of the images.
I have the
conventions of a
typical back
cover:
• A list of the
tracks
• An image or
pattern
related to the
rest of the
digipak.
• A barcode
• Record
company
and copy
right
information
and logos.
As one of the conventions I
have used a quote from the
lyrics for this inside panel.
The background is an image
of the artist that is continued
from the other images seen
on the digipak and the
magazine cover.
My front cover has an
image of the artist, their
name and then the
album name. These are
all conventions I have
kept to and something
that most artists do.

14. Magazine
My Final Design:
For my magazine I have used and challenged
conventions of an advert for a digipak in my chosen
genre.
I have kept to the conventions by things such as:
• Having an image of the album and or the artist.
• The ‘Including’ for telling the audience what
tracks are on the album that they may know.
• Adding in the record label logos.
• There is the URL for the artists official website.
I have gone against this by:
• Having and advertising the tour at the same
time. So this includes all the tour dates as well
and where the artist is at that date.
• I have also added in where the album can be
bought so I put in the amazon logo.