The document discusses a music video called "Rum and Redbull" created by the author. It uses forms and conventions of real music videos, such as including shots of an actress lip syncing and dancing to attract viewers. However, it also challenges conventions by not using many dancers and instead focusing on everyday people partying. Feedback on the video and ancillary materials like the magazine ad and digipak was positive overall. Viewers felt it was unique and stood out from other commercial videos. The author also discusses the research, planning, filming, editing and evaluation process, and how new media technologies like YouTube, editing software, and online sharing platforms were used.

1. Q1- In what ways does your media product use, develop or challenge forms and
conventions of real media products?
Our music video is called Rum and Redbull. The
genre of the music comes from Dancehall and also
Caribbean music.
Nonetheless, our narrative set-up and constitution
follow the traditional forms and conventions of
perception motivated music videos by ignoring the
narrative component. The only change to this is that
we have included a DJ to set up and link all the
scenes and shots together as to not bore the
audience and keep them focused on the video. As a further variation to the concept driven music
videos we have included a shot of a performer lip-syncing the lyrics, which is very stereotypical of
music videos. We also took quite a voyeuristic approach a propos one of our actresses, who shows
her legs and dances to attract the male gaze. (Mulvey 1975)
Our music video did not use a crowd of sexy female dancers as we didn’t want to make a
stereotypical dancehall music video. Instead, we focused on everyday people getting drunk on Rum
& Redbull and generally having a good time as we felt that most of the audience can relate and
connect with the characters in the music video.
All the way through, the main focus in our video is not just on the men but the girls as well and how
smashed they are becoming. This is a popular convention for our sub-genre because many dancehall
music videos give more attention to the women rather than the men, Beenie Man ft. Camar
Jamaican Party / DanceHall Nuh Dead Yet is an example of this. Typically, in our video we use many
extreme close ups, not only of the characters, but also the products Rum and Redbull.
Our camerawork follows the predictable technical codes by using variety of shots and unique angles
to depict a sense of personal connection between the audience and characters. We used long shots
to establish scenes and close up/mid shots to mark the characters and show their enjoyment of the
party. We achieved this by using many short and quick takes to keep our video fast paced and
perplexing, connoting that everyone is getting more intoxicated with every mouthful of Rum and
Redbull they take. Our plan was to place the audience in a position where they could identify with
the characters, as well as keeping up with the pace and intercutting of the scenes which allowed us
to create an entertaining atmosphere for everyone. We also used point of view shots to place the

2. audience in the characters position which made it even more amusing because it was as if they were
there taking place in everything that’s happening.
The editing we used follows the conventional style of music video editing, with it having transitions
being straight cuts between the beats of the music as we felt that this could allow the visuals to
work with the music. The whole of the track has a fast pace to it and is so energetic therefore we
didn’t add much slow transitions as this wouldn’t work with the music. We wanted to institute the
mood of the music as soon as possible by having a party as the opening to the music video as this
would allow the audience to establish the main motive for the rest of our music video.
Q2- How effective is the combination of your main product and ancillary texts?
I felt that the arrangement of our music video and its ancillary texts worked together as we learnt
the key elements of branding such as; brand personality and brand position. We put these elements
to use in order to make our product look as professional as possible. In the video we tried to
separate ourselves from what was existed already in the current movement of music videos, by not
featuring any lip synching or lots of female dancers. In that case we decided to do the exact same
with our ancillary texts. So, after a lot of drafts and deliberation, we decided that we wanted simple
yet powerful designs for our digipak and poster.
We also decided to have the Jamaican flag colours (red, yellow, green) throughout all our ancillary
texts as this made a clear link between the artist (Beenie Man) and our products (Rum and Redbull).
The use of this also helped keep a clear relative between all the products and so there is a
persistence of the mood from the music video to the digipak and magazine advert; the bright colours
match the fast paced and lively music video. Throughout all our products we have used a key logo
which is the bat as this represents rum. This is also the logo of Bacardi rum, and by using this we
have instantly made this our identity and put it on all of our products so everyone knows that they
are all linked.

3. Our digipak follows several traditional forms and conventions of other digipak’s for example it has
the name of the artist, song, a theme, price and lyrics on the inner sleeve which you can find inside
the digipak. Many artists choose not to have their picture on their digipak or album so we didn’t feel
as if this would be an important factor, as we wanted to concentrate more on selling the song and
music video rather than the artist. We decided to use the ‘splat’ on every side of our digipak as we
all agreed that it looked like someone had just opened a can of Redbull and it splattered
everywhere, linking into scenes of cans being opened in the music video. At first I thought it looked
as if somebody had spilt paint but then I realised that with it being related to the Redbull can it fit in
more with our whole theme of our digipak’s.
Promotion was an extremely important part of our ideas regarding the magazine advert. We had
decided that by using a snap shot of a character from the music video, people would be able to make
the connection between the image on the magazine and our music video; as a result of this would
attract a lot more attention to the audience and they would be more liable to watch our music
video. As a group we thought that having our Michael Jackson look-alike as the front cover would
bring a lot of attention from our target audience as he was famous and easy to recognise.
Accordingly this would catch the viewer’s eye and they would be more intrigued to watch the video.
Our magazine advertisement follows customary forms and conventions by showing the name of the
artist, song and also a release date. These are all important towards promotion as they let the
audience know all the details. We felt it was important to keep a sense of continuity so when the
audience see magazine advert and the digipak, they will be able to recognise that the two ancillary
texts come from the same music video.
Q3- What have you learned from your audience feedback?
From our initial research stages we learned that our target audience would mostly be males and
females aged from around 13 – 25yrs. This was mostly because Dancehall hasn’t been around as
long as other genres of music and has only been receiving mainstream success since the 1980’s. Our
research also indicated that particular ethnicities would be irrelevant as the sound appealed to

4. everyone we surveyed, however I was not amazed to get a lot of good feedback from
Caribbean/African people as Beenie man comes from Jamaica and Dancehall does originate from
there. Our target audience research showed us exactly what kind of music our target audience
generally enjoyed more and what they liked and disliked about music videos. For example we found
out that their favourite genre of music is RnB and they preferred fast paced songs to slow melodies.
After doing some intricate research we then tried to create a music video that would appeal to our
target age range and to help us achieve this, we used a mixture of actors that were in the same age
range and also of different ethnicities so it would appeal to everybody. This endorsed us to form a
link between the target audience and characters which also gave our music video a whimsical side as
we aimed to try and get the audience to laugh at the fact that similar crazy things happen to them
when they are drunk. In our script development, we incorporated the use of lots of particular
camera techniques for example; close up shots and point of view shots were used to place the
audience within the situation. This was extremely helpful as it authorized us to incorporate actions
of the characters with particular camera techniques to accentuate a particular mood that we all
wanted to focus on.
There was a lot of positive feedback with a lot of people saying that our video was much better than
expected and was definitely unique as they had never seen a music video without a defined
performer lip-synching the words. The audience also said that they would watch more music videos
with a concept like ours because of the fact that it was so different and stood out amongst lots of
other commercial music videos. With regards to our main product a few people have said that our
non linear/multi strand narrative was a tad confusing and that they also didn’t understand what was
going on until we explained the narrative to them. This was disappointing as we one of our key plans
was to get the narrative across effectively yet we were unable to fulfil it.
Everyone was equally as stunned with our ancillary
products as they liked how we had made a clear link
between our products and would definitely be
interested in purchasing the video after seeing how
professional our magazine advert and digipak designs
looked. We all felt that our end products successfully
met the OCR brief as we were able to methodically
follow as well as challenge forms and conventions,
whilst maintaining creativity.
Example of a Digipak.

5. Q4- How did you use new media technologies in the research, planning, construction and
evaluation stages?
The majority of research was achieved by gathering information via the internet and search
directories such as Google and Youtube. Using Google was much easier to use rather than any other
search engine because it provided us with relevant images and useful information. It was also much
easier to use because when searching for a particular product or artist, it would list thousands of
websites and images within a matter of seconds. Another exceptionally good new media technology
that we used was Youtube (www.youtube.com ) which especially helped me with my similar textual
analysis because all I had to do was type in the artists name or song and it came up with lots of
videos regarding what I typed in the search bar. I then selected a music video that I wanted to
analyse on Youtube.
For the filming of our music video, we used the Canon XM-2
Camcorder. To get the best out of this digital tape camera, we
needed to the basics of how to use this camcorder such as know how
to set up several controls like how to insert and play back a tape,
how to adjust the white balance so our recordings would be clear in
each location and also how to zoom in and out which was quite
useful in our close up shots. We learned how to use used manual
focus, which allowed us to capture clear shots from different
distances with the option of pulling focus when required. We also
used the Canon’s manual exposure adjustment for when our DJ is
dancing in his studio.
During the editing stage, the editor used Apple’s Final Cut Pro. Most of the techniques that were
required had already been learnt during our AS thriller film opening sequence project that we had
done the year before so the editor was pretty familiar with it all. We were able to effectively use the
log and capture feature whilst playing back our tape though the external video tape player. Another
technology we used in the construction stage was Adobe Photoshop for our print production. This
software wasn’t new to me as I study photography therefore I am quite familiar with all the tools
and the software itself which made the digipak production easier for me as I was able to use lots of
different tools (the crop and blur tool) successfully to manipulate the inner sleeve to exactly how we
wanted it.
Generally, we had to upload all our work on to Blogger. However, I used Slideshare most of the time
as this was a lot easier and quicker to upload documents and pictures all at one go and would also
keep the layout of the document intact.