1. Evaluation

2. Music Video Evaluation
Representation of the Artist
There is a mixture of the bands downtime and
performance throughout my music video. During the
start of the video you can see the band setting up and
socialising before they start playing. This is typical of
several existing music videos, it can be seen during
the start of „Arctic Monkeys – Teddy Picker‟
(http://www.youtube.com/watch?v=2A2XBoxtcUA&ob
=av2e) . Fans who have seen this already existing
music video will be able to relate to my music video
because of this opening link.
As the video progresses the band start to perform like
in and typical music video and this carries on for the
duration of the song. There are more elements of the
band „carrying on‟ and relaxing during the slower
instrumental parts of the song which can also be seen
in existing music videos.
This all links into Goodwin's theory that certain music
genres such as this one (indie rock) have certain
images or style.

3. Links Between Visual and Track
There are some clear links between my visual shots and
the „Reckoning‟ (the track). The lead singer, during the
chorus sings, “This is a day of reckoning, I do what I
want, because I can”. This links well with one of the final
shots of the video when all that is left of the figure being
chased is his jacket, he is running away because he can
and because it is his day of reckoning against the
mainstream (the figure chasing him). It shows that he has
disappeared out of existence as it is hard not to be
associated with the mainstream in the 21st century. All the
way through the narrative the figure is being chased and
at points is nearly caught. This can be seen especially in
the handheld chasing shot where he is being caught up
by the other figure.
Ironically, in the band performance the band are shown to
be having a good time and enjoying themselves as any
other band would do, it shows a lighter side to the music
where things are almost care free and enjoyable rather
than overly serious.

4. Setting/Location
There are two locations throughout the whole
video. The narrative performance of my video
was shot in a wooded area in East Stanley, it
was the idea place to get the chase shots I
needed where I wouldn‟t have to shoot around
the public walking through as it is a quiet area.
However, some of the shots in the narrative are
in narrow alleys and so had to be in a more build
up area but there are still bushes and plants in
the alleys and so helps the continuity of the
narrative of my video.
The band performance element of my video was
shot in the practice rooms at Tanfield-Lea
industrial estate, I wanted to capture the shots I
needed in the practice rooms rather than
watching them perform live on stage as I got a
more intimate view of the band as they relax
more during a practice than playing live. Because
of the location it again links in with existing music
videos from bands like „The Arctic Monkeys‟ and
„The Libertines‟ where band downtime is shown
(http://www.youtube.com/watch?v=jLYsIESNtUc
&feature=relmfu).

5. Clothing/ Style
When it cam to filming I just asked the band (The
Notice) to dress as they would for a practice session
or a gig to keep that genuine look about the band.
This would help them feel like it was just a normal
session and they don‟t have to act and make it look
„robotic‟.
As for the narrative performance within my music
video I told my two actors that one would be
represent the mainstream and one would represent
a part of the indie movement being chased. They are
dressed similarly because I wanted to highlight the
fact that there is very little difference between the
indie movement and mainstream movement when it
comes to clothing. Their music tastes may differ but
these days indie clothing is moving into the
mainstream and I believe the two actors I have
capture this brilliantly.

6. Camerawork
My camerawork throughout the video is vital as I
needed a good range of shots to show my skills with a
camera off. This range of shots was also needed
because of the amount of cutting involved in this video.
I did not just want the same shots appearing over and
over again. The shots I used included
 Wide shots.
 Long shots.
 Close ups.
 Handheld shots.
The camera work came together really well and all the
shots slot together like a jigsaw. I drew my inspiration
for all of these quick cuts from „The Beastie Boys‟
music video „Sabotage‟ where the cuts are quick and
on the beat of the drums and a range of shots are
used right from mid shots to handheld shots.

7. How Narrative/Genre is Indicated
The narrative is indicated through the lyrics of the
song, “This is a day of reckoning”. This is the
indie‟s (the one being chased) day of reckoning
and he‟s trying to escape from the mainstream.
Between the chase shots there are clips of the
band playing and the singer singing the lyrics
which shows us the genre of this video being
indie rock which is basically the mainstream in
today‟s music industry.
As the guitar is fading and slowing down at the
end of the song and the figure disappears and all
that is left of him is his jacket. Again as the song
has slowed down so has the figure being chased
so he thinks he is in the clear when he is caught
this makes links to Goodwin‟s theory that the
tempo of music represents what is going on in
the video.

8. Special Effects/Editing
The editing is incredibly important in my music
video. The quick tempo means my editing has to be
quick cuts of just a few seconds each. There are
very little special effects in my music video because
the editing is so quick that jump cuts are the most
effective cuts to use in my video.
I have used a slow motion clip in several parts of
my video where the song slows down to help put
emphasis on the fact that the song has slowed
down again linking to Goodwin‟s theory on the
music matching the track.
At the end of my music video I hade added a fade
to black clip as the song fades out again matching
the song with Goodwin‟s theory. The fade out also
helps make the disappearance of the actor being
chased mysterious giving my video an eerie edge.

9. Digipack/Magazine

10. Representation of Artist
Because The Notice are an indie rock band, I
wanted to create something original which is not
really seen when making adverts and digi packs.
I thought if I created something which looked
drawn and only used a few actual photographic
images then it helps give the band this original
feel and so would attract a wider audience.
I also wanted to give them a mysterious sort of
edge which is why it is also so simple and
stripped back. This means there isn‟t a lot going
on in either piece which gives the impression the
band are focused and know what they want to so
they have a clear direction which the audience
can see.

11. Mise – en – Scene of Images
The Mise – en Scene of the two images I have
taken is also quite simple. The signs help show
that the album intends to take you in a certain
direction and the fact that the figure looks quite
small walking into the distance which gives a
sense of loneliness. Also on the inside photo
the landscape is quite grey in comparison to the
front cover which has a lot of sky in it
suggesting positive connotations. This all helps
create this journey the target audience will go
on with the band.

12. Costumes and props
Linking the photos to the music video, the person I
have used is wearing similar clothes to those in
the video. This is to show continuity with the
genre and show that all 3 pieces work together
effectively.
The denim jacket and dark jeans are a very indie
rock look and so links to the musical genre and
the character being chased in my music video.
The addition of the guitar helps link in with the
band and represents them on a journey through
the album with the listeners.

13. Use of Font and Style/Written Context
I have used the same font – Ariel Black –
throughout the magazine advert and digi pack.
It is all about continuity for keeping the
audience interested in them and also to give
both products a professional feel. After looking
into magazine adverts and digi packs which
already exist I found they kept this continuity
because they didn‟t want to upset their target
audiences with a change.
The track listings also follow a clear direction
starting with „Reckoning‟ and finishing with
„Going Gone‟. Not many albums do this and so I
wanted to create a unique album which would
again draw audiences in.

14. Music Genre/How my advert suggests it
My magazine advert suggests the musical genre in
a few different ways. The simple set up of the
advert relates to the indie rock theme as it is
stripped back and original. There is not a lot
going on in the advert and so it shows a clear
focus to it that can be linked to the band again.
There is only one piece of colour on the advert as
well which could resemble the band or the
person viewing the advert. The fork in the road is
a decision the listener has to make as to what to
do.
The magazine reviews also add a realistic edge to
the advert and because I have used „NME‟ and
„Q‟ they are linked with indie rock bands to help
emphasize the genre of The Notice.

15. Music Genre/ how my digipack suggests it
My digi pack also suggests the indie rock music
genre as it is not like many of the mainstream
album cases you get in the existing market. Like
the magazine advert it is stripped back and
simple and so has a very clear message.
In this case the message is that everyone is on a
journey and that we arrive at our destinations at
different times. But the band are on this journey
with the listener. The clothing of the figure is also
a big giveaway as it is like the clothing in the
music video and represents indie rock and also a
by-gone era of the music industry with links to
punk and grunge.
The drawings are simple and give the impression
they have been done by hand which is the
impression I wanted to give as if this is artwork
the band have drawn themselves which is a very
indie thing to do.

16. Layout/Special Effects
The layout of both pieces is standard for that of a
magazine advert and digi pack, after my
research I came to the conclusion that the layout
of existing products works and so there is no
need to change it. A masthead followed up by
sub headings and then the actual track listings
all work together nicely in a good format.
As for special effects, I created most of the
drawings on Adobe Photoshop but kept them
quite simple so they looked as if they had been
drawn on. I used the pencil tool and the brush
tool ad well as the lines for making the
signposts.
As for the photos, they needed very little in the way
of editing because I took then late on in the day
when the light was dropping to get the effect I
wanted. However I did use the lighting tool a bit
to drop the light of the picture on the inside of my
digi pack to give it that gloomy sort of feeling to it
which links to the track names.