The document discusses the creation of a music video and promotional materials for Ed Sheeran's song "Lego House." To appeal to both pop and alternative music fans, the creator combined conventions from both genres in the music video. Close-ups and lip syncing were used to appeal to pop fans, while a dark, emotional tone and isolated shooting location appealed to alternative fans. Feedback was gathered from surveys to understand the target audience. The advertising and album packaging used consistent colors, fonts, and emotions to clearly connect the pieces and create a brand identity. Audience feedback helped determine genre conventions and expectations to ensure the work would attract the intended viewers.

1. 1) In what ways does your media product use,develop or challenge forms and conventions
of real media production?
For my media product i have decided to create a music video and promotional material for
ed sheeran's first number one single lego house from his first album Plus. when looking at
some of the key conventions of media such as genre it is slightly difficult to place Ed sheeran
in one genre due to his unique style of both alternative and pop he is placed into a subgenre
called alt-pop. When we look at Ed's fans they are mostly split into two groups the first being
people who mostly like pop music and the others who are more into alternative due to this it
was a challenge when creating my product as i have to not only be unique but appeal to both
types of genres and people. To solve this problem i looked at pop artist and looking at the
conventions of their genre the main artist i looked at was Amy Winehouse, when watching i
would take note of the conventions of her music videos and genre. After this looked at the
alternative genre of bands such as Panic at the disco and Kings of leon, i would also take
notes on their genre conventions. After i had all my notes i would then use them notes with
my others to help influence my design for my music video. But to make sure my products
where not just copy and pastes of other artist videos mashed together i took the information i
had on both genre conventions and then followed some with my own creative design and
ideas but others i would challenge and go against to make my music video stand out and be
different from the crowed. For the three areas of my product; music video, advert and digipak
i looked at different areas to look at the different ways genre conventions are used to attract
and pull that genres audience.
Music video
In order to create my media product to a industry and effective standard i have had to use,
challenge and develop may different forms of real media conventions. To analysis my own
work to see the conventions i have use challenge and developed i have looked at the
theory's from Andrew Goodwin and applied it to my own work i then will compare this to the
music videos i have previously done in my research stage of my product. In Andrew
Goodwin's Theory his points are broken into multiple areas the first of these being music
videos demonstrate genre characteristics, an example of this stage performances in metal
videos or dance routines for a boy band music video it is things which the audience of that
genre expect to see. As my chosen artist is both pop and alternative it was difficult to try and
apply both of these genre characteristics in my music video as pop music videos are more
up beat and normally are shot in public with a lot of people or public present, whereas
alternative music videos are more emotional and the artist is more alone and secluded. As
you can see both of these genres are polar opposites when it comes to what their audience
are expecting to see in the music video. Because of this i had to sit down and think what i
was going to do to solve this issue in the end i analysis some key elements about these
genres and then i took this information to make a unique and different design with both
genre characteristics. For example i looked at music videos for both genre the first being
Kings of leon for the alternative and looked at what you see in there music videos like types
of shots, is there more close up in emotional songs or is there always shots of the full band
doing something in the video. After this i looked at amy winehouse video and looked for
genre conventions so i could combine them with the other conventions of my other genre to
make my music video correctly and pleasing to both sides. But when i did this i thought i
should appeal to the side with the great audience as it will be easier to help my video gain
attention and success.Firstly i looked at which had a larger audience and after my survey
and my own research pop came out with the larger audience, because i wanted my product
to be as popular as possible i created my product with more pop genre conventions to

2. appeal more to the larger audience. Although i still wanted my music video to be more
alternative in style when i was shooting to make my video more unique, because i wanted
this and i choose to have more pop conventions my music video was going to come out as a
hybrid of the two genres. The key thing i had to make sure was the video didn't just become
a mess which the two genres audience couldn't follow. One pop convention which i did
adhere to was close ups of the artist and a lot of lip sync but when shooting i made sure that
my music video was shot not only in black and white but was more emotional and had more
of a darker edge to it. This was to make sure i am still applying conventions of both genres to
my music video and appealing to the maximum audience i could. The next rule in Andrew
Goodwin's theory states that there is a relationship between music and visuals, the lyrics are
a represented by the image. My song is it over all very emotional and about love because of
this i wanted to further the message and the deeper message hidden in the song by
expressing them through the visuals. The first example of this is the full video was placed
into black and white to help amplify the overall message in the lyrics of sadness. One key
convention of music video is there is no strong structure like other forms of media such as
film, this media the editing is a lot more broken and elliptical when compared to the linear
editing style of film. I have followed and developed this in my music video as i have used this
broken editing style to help show my narrative but i al;so have used my own editing
techniques to develop the editing style to my own creative idea. Another example of this is
after every deeply emotional lyric i would have a close up of my actor look regretful and sad
to coincide with the emotion in the music video. I have followed this rule throughout my work
as it is key for my video to go hand in hand with the lyrics to help capture the audience
emotions and key the interested in the video. The next rule stated by andrew goodwin is
there is a relationship between music and visuals, in my music video i have followed this
rule as the slow emotional overtone of the music is complimented by the visuals of the music
video. As the overall tone of sadness is complemented by the black and white visuals and
the lack of anything happy throughout the music video.The next rule states that the demands
of the record label will include the need for a lot of close up of the artist or artists to future
develop their motifs which will recur across all their work. I have developed this rule by not
only following it by having a uniques style through all of my work and having many different
close ups of my lead actor but complained both my creative idea with different close up
shots to develop a style for my artist. When creating my product i wanted to have unique
style which not only appealed to my audience but stood out, i had to ensure that i had many
close up as it was a convention of my genre and i also had to create an understand of my
artist with the audience. This was very important to ensure my work was different but still
followed contention. One of the last rule states that there is frequently a notion of looking, i
challenge this rule as this is not present throughout my music video. I did not just the notion
of looking as it didn't go with my over all idea and them/ also did work with my music. The
area i shot was the beach as it helped me to show my idea of isolation, a stage performance
of mirrors wouldn't work with the shots and would stand out to pull the audience from the
idea of the video. The final rule states that there are often intertextual references such as
film tv programmes and other music videos. In my music video there is not intertextual
referes to any other form of media this is both by accident and purpose i shot everything in a
lonely area to avoid anyone or anything to break this idea of isolating. Although it doesn't
have these refers it still applies to my audience as i have followed all conventions and my
feedback confirms that i have appealed to the audience i originally set out to appeal to.
Looking at the conventions of music videos and the theories applied to it my video has both

3. challenged and developed all of them to ensure my video is different but also still a music
video.
Advert/digipak
When i was creating my advert and digipak i used the conventions of my genre and of the
advert and digipak itself to ensure their success i also used my own unique design to make
them stand out and grab the viewer's attention. Through all of my advert there is many
similar things which have been used through the other pieces of my work to help having
continuity. I have used photos of the same area as the shooting of my video has taken place
to help the audience connect the advert to the video and know what they're going to see
when they want the video. Many adverts of the same genre as mine have images of the
artist i have avoided doing this to make my advert stand out although convention would tell
me to have an image of my artist i wanted to pull my audience on their interest. This could
be effective to help pull in my audience but if my artist was more popular i would have
gained more of an audience using his image. When i was creating my music video i followed
the convention of my genre and digipak as i have used images of images of my artist and
the scene to pull my audience in and to help my overall digipak successful. Doing this i have
had to restricted the unique design i original wanted to go with. I thought the design wouldn't
work as well as following connections i didn't use it. I also used the same font throughout
the digipak and advert to help connect the advert and the album, although i did make some
changes on the digipak to ensure it looks appealing to my audience. When comparing my
advert and digipak to others of the same genre my advert is very different as i do not have
light texts or images of the artist this is because i want to be different and follow conventions
of my other genre alternative. When looking at my digipak i have followed the conventions of
my first genre of pop as you can see due to the images of my artist and the more brighter
colours when compared to my advert and video.
Q2) How effective is the combination of your main product and the ancillary text.?
When creating my main product and my ancillary text i need to make sure someone could
look at all three and see a clear connection. The best way for me to do this was to create a
brand identity by using the same colours, having the same overall emotion and setting in all
three of my products. Firstly i need to create a brand identity with between my video, my
advert and digipak i started to do this by make sure the colour scheme in all three of my
productions where the same orange black and white. I selected these colour as my artist is
well known for his ginger hair and as thas the colours are near twins, the use of it thought all
my products would be really good at combining all my work together and the prebuilt
automatic recognition of the colour ginger and ed sheeran to my work. I also use white and
black to contrast in my video for my overall sad emotion and black and white in my digipak
and advert to express the emotion in the video with the sad expression in the gloomy advert
and digipak this help connect the three materials as one. Colour recognition is very key in
success as it helps distinguish your brand from others. In all my products i used powerfull
shots of simitrie or scenery to help push the emotion in all three products but also to show
that the emotions and design are the same throughout each. When a viewer sees all three
they can link the colours and the design together and understand that they are all linked and
connected. My overall idea was to show the hidden emotion in the song by shooting the
video in more of an alternative style as it would allow me to express the emotion better then
shooting my video in a pop setting and style. I used this style throughout all three pieces as i
wanted the audience to connect them and also to let the audience see the advert and get a
light understanding of the video and what the album layout would be like. This is useful as
my target audience for my design and layout will see the design on the advert and be able to

4. think about what my video is going to be like and push them more to go watch it. In the
alternative shooting style i could be more dark and close up on my models to see the raw
emotion and this was key to get my initial idea of showing hidden emotion and also creating
a brand recognition combined with the other elements throughout all three elements of my
product. Overall when i look back at my finished product i am happy to say that i believe i
have successfully used all my methods to create a brand which a viewer could see and
know what its and be able to connect one piece of my work to the other. Proof of this is when
showing my advert and digipak to classmates and other people they could see the emotion i
was trying to express within and they also could see the emotion in my music video. When
asked if they would connect these three pieces of work together in design and emotions they
said yes, thus proving i have created a brand identity between my works. Although when
looking at the feed back i have received on my music video people were able to
automatically see the emotion in the video and one person even understood why i had shot
in this way to push this certain emotion. Although these people had not seen the other two
areas of my work they were successful in finding the same emotion of them in the music
video they also have an understanding of why i have designed in such a way to bring that
emotion out in all stages of my work. Due to the fact people can understand in both sections
of my work why i have done something what what is trying to suggest and also recognise the
emotion and design choice is is apparent that both pieces of work are connected and an
another audience member could do the same when trying to connect them on these
forementioned grounds. I believe my finish product has met up with all my original
expectations i had and all my desires i wished to for fill by the end of the creative process
over looking my work i believe there is nothing more i could have done or added to create a
greater or stronger brand identity between all three pieces.
Q3)What have you learned from your audience feedback?
I have learnt that when creating my products from the earliest stages up until the end
feedback was very important and pivotal in my finished products being successful in not only
being up to s industry standard but be effected in there job, for instance the promotional
material being able to appeal to my audience. In all steps of my total construction of my
products i have taken audience feedback into consideration three key times which helped
me push my creative process in the correct direction. The first time i asked for audience
feedback was when i was creating my understanding of my target audience which would be
key in creating a music video and promotional material which is successful. The ways i
gained this feedback was through me asking friend and classmate's a set questions of what
is there gender,age,genre of music they like, how long they listen, do they like music
video,why do they like music videos, what do the expect to see in their genre videos. After i
gained this information from my friends and classmates i took note and recorded my findings
of the most popular genre what they expect to see and more. I then took my questions and
place them in a survey and sent it out to the internet to get feedback, this information was
then collected and combined with my previously noted information to get an understanding
of my audience. Without out this information i wouldn't understand the average age of my
audience what is the ratio of males to females and what they expect to see in their chosen
genre music videos, and without this i couldn't create my music video or promotional
material to suit my audience thus creating a video which doesn't appeal to its audience
making all of my production a fail. This type of information was what allowed me to create a
audience profile which was key in understand how/why and what i should do to make my
music video and promo material attract the audience of my genre. The information i received
in this first step of feedback showed me that my audience is mostly men with a favour toward

5. the pop genre but also the alternative genre aswell, with this i complained conventions of
both genres such as the close ups of the singer to create a link in the audience's mind with
the music and the singer(brand recognition /pop genre) and the isolated and moody shooting
and overall theme of not understood of alternative. The next key thing i learned was that my
audience does watch music videos to see the artist/ band but not for long around one to two
hours per day. Because of this i knew that i needed to show my model(artist) greatly
throughout the video so the audience who do come to see the artist would use that one to
two hours watching my video as the artist is shown more than say another video. Making
sure my audience is seeing my music video although the way is key in it being successful
thus it is key i do anything i can to make sure they do such as more artist on screen.
Although i knew my audience wanted to see the artist in the music video i didnt add him on
the promo material to allow the emotional overlayer i placed on top complaint with the
viewers curiosity to pull my audience in as i thought it would be more effective. Lastly when
creating my video i decided to use a male model to be more appealing to my more male
audience as i believe they will be able to connect with the male leads emotional issues. The
next audience feedback i was give was when asking for my friend and classmates feedback
on the rough cuts on my promotional material and music video, this information was very
important in the mid stages of my creative process as i was able to see what was working at
what wasn't. This feedback allowed me to change remove or add elements to my products to
make them more appealing to my target audience. When i asked for feedback i would take
notes on what was said from each person and then go through each note and make edits to
the material if i thought the feedback was grounded in fact or correct. Although i did not let
this control my creative process as i change what i thought was correct with the feedback
and nothing else. Without this feedback i could have made huge errors in design choice
which made it into my final product which could cause huge issue with the effectiveness of
my product. Final my last feedback was on my finished product where i got classmates and
the internet to give me feedback on what they though out the finished product. This was
important to see if i had achieved my goal of creative a music video for my chosen genre
and also that it appeals to my target audience. The feed back from my classmates was
useful as i was able to see if the music video flows and works to make my music video
successful when uploaded, it also allowed me to see if i needed to make any last min
changes to the products. The feedback from my audience on youtube key in me understand
that my target audience enjoyed my music video and that it had appealed to them as
theorists. With the feedback i gained it is clear to state that my target audience not only likes
my video they enjoy it due to this i have achieved my original goal of creating the successful
music video for a chosen genre. I am happy with my final product but if i was to do it again i
would have gained more feedback more regularly to make sure i am staying appealing to my
audience, my final product did its job but i could have always tried to do more to make it
more appealing to my audience thus making it more effective
Q4)How did you use media technologies in the construction,research, planning and
evaluation stages?.
Overview
Throughout every stage of the three products media technologies have been key in making
sure my final product is created, everything from the initial ideas all the way to the evaluation
without media technologies i wouldn't have been able to create i wouldn't have been able to
my finished product or do my creative process.
The first key media technologies which helped me throughout all processes was those who
helped with storage and with presentation of work, these were web2 blogger, google

6. docs,drive and slid. Firstly one of the most important pieces of technologies was Web2
blogger, throughout my creative process i have used this website to frame all of my work and
place it in the public eye. Without this i couldn't create the layout for the process, such as
starting on the beginning of my journey at reasearch and finishing at evaluation blogger was
key in placing all of my finished work in its different media presentation forms in one place
for the examiner. This website gave me the ability to save all of my work online instead of a
hard disc storage device this not only allowed my work to be accessed from multiple
locations to increase my workflow it also allowed me to ensure my work was with me at all
times.It has also allowed me to present my work in different forms of media and place them
on one space via embedding, Although some elements were difficult to learn at first without
the key tool of displaying my work i wouldn't have been able to start or finish my work in a
convenient and easy fashion.
Next area which helped me greatly was google and its multiple services provides, all of
these have been key in many elements of my work but i will focus on the storage
implications of google drive and my work. I have used google drive throughout my work to
ensure any unfinished or finished work is with my wherever i go. This is done due to google
drives online storage capabilities. Without this i wouldn't have been able to take my work
with my home without carrying a storage device which one may loss. This ability to storage
and save my work online has been key in the progress of my work and the process of
making my work as it has allowed me to ensure my work it ready to be completed or
uploaded to my blog whenever. Google docs and slides have been very useful in the writing
and presenting my work as they not only show data and information quickly and cleanly they
allow me to embed my work cleanly on my blog from an location not forcing me to work on
my coursework in the confines of the college hours. Google docs has been used throughout
many elements of my work to take notes and to write out research to then present them on
my blog or other forms of media such as popplet and prezzie.
Research and planning
When looking at the research elements of my work i was able to find key information on my
target audience due to the media technologies i used or looked at such as surveymonkey
and google form. Although is my former coursework i used surveymonkey to collect key
information on my audience i chose to use google forms due to a few key important features
such as the easy creation and sharing system google has implemented for its users. Using
these features i was able to create an easy to answer survey so as i could understand my
audience , this was one of the most important steps of my production as it allowed me to
build and design my creative idea for my product to my audience without this i would have
not been able to make my product effectively and would have overall failed in my original
purpose of creating an effective music video and advertisements for it. Throughout the
research and planning stages of my creative process they key media technologies i have
used are Web2 bases programme/website such Prezi, Popplet and thinglink for presentation
of my work. One of the most used presentation methods i have used through my research
and planning stages was popplet, this website allows me to display my research in a flow
chart with images and other media to help show the overall idea of my research which one
would understand better than simple text. The website then allows me to share my work and
then embed that work on my blog making my work not only stand out better but show my
understand of different forms of media on my blog. This has been very important in ensuring
my final work is not only shown on my blog but in a very easy to read and understand via
these new methods of presentation. Another presentation method i have used is prezi this
has allowed me explain my information to my reader in a very orginised slide system this

7. allows me to show my reader information step by step and explain what this mean. I was
able to show the reasoning behind my work such as genre conventions why i should use
them and how i am going to pull my viewer in. This method was useful when displaying my
research on genre and music video as i can show the audience what areas of my research
mean i should do this and that in my own final product. This ability to display my information
in this way was not only useful but easy as the prezi could be set up in minutes and be
played from on click of a button allowing the reader to sit back and read as the program
automatically goes through each slide. This present method was useful when placed on to
my blog as it allowed me to show long and detailed information quickly and cleanly to my
reader, without this i wouldn't have been able to show my research in an easy method
without skipping detail. Finally one of the last presentation method i have used is think link
this allows me to take large information and place points on an image which the audience
can click on and get bite size information on areas on a image. This was very useful when i
wanted to show where my analysis was focusing on without having to write to expressly
state to my audience. I used this greatly throughout my advert analysis as i could explain
myself a lot easier to my reader. When placed on to my blog my audience could get quick
analysis on key areas of my work without having to read long text, this was very important to
make sure my blog was stylish but also efficient. Over all i have used many different forms of
media technologies to ensure the detailed research is shown on my blogger to the reader
effectively but in greater ways other than just simple text, i have been able to use different
forms of media tech to ensure my blog will stand out and show my media technology
understanding.
Construction
Music video
Although i have used blogger to show all my written work and the creative process of my
music video, i have used youtube to upload and storage the rough and final edits of my
music video. I have done this due to the large audience on youtube, the easy upload and
embed features of the site and due to the fact blogger has no video upload feature. Using
youtube i was able to upload my work for others to view and give me important feedback on,
due to this site i was able to know what worked and what didn't with my work. From this
feedback i was able to change and adapt my product to better suit my audience and ensure
its success. Without this i wouldn't have been able to gain more feedback on my work and
improve it accordingly something which is important to my overall success. Youtube also
allowed me to be able to ensure my video was in high quality and not only video but audio
this ensured realist feedback to my work other sites may not show my work in such good
quality. Once i had gained feedback and improved my video thanks to the comments from
youtube i was able to easily embed my final video on my blog this was important so easily
display my final product. For future feedback and to see if my original aim of targeting my
music video to my genre had worked.
One of the main physical piece of media tech i have used is the canon d700 with a 55mm
lens with this camera i have been able to capture every piece of footage which ended up in
my final product or in the creative process, with this technology i have been able to capture
the product it is easy to say it was a very important element in my creative process as
without i would have any work. I also used this camera with a tripod to help gain more steady
shots this is important when creating my video as it gives the audience a more smooth
viewing watchtime. To gain all the shots i have wanted for my music video i have had to use
this lens at many different heights and distance to ensure the shots come out effectively and
right. Overall the lense and camera were very important in the process of filming and taking

8. shots for my work, without it i would have been able to do any of my work. The storage
system on this camera was also very key as the easy to use and upload on the SD cards
allowed me to quickly get my work into my editing software and begin the editing stages of
my work.
Final cut pro
From the moment i have captured all of my footage i have used final cut pro to edit all of it
together to create my music video, without it and the effects built in i wouldn't have my
finished music video. From the beginning i laid my footage into the editing software and was
able to aline everything together in the order i wanted to and place the music below, i could
then match up my lip sync with the music and began to edit deeply easily. In every stage i
was able to have control of every element to ensure my work was appealing to my audience
as possible and also to make sure my work followed my creative idea. After i had one rough
cut i then uploaded that cut to youtube to show how my video has changed adapted over
time to improve. I then used the feedback from the comments section from youtube to
improve my work. I repeated this process multiple times using final cut every time to ensure
my video was improving every time without this software i wouldn't have been able to have
constant control over my work and have instant access to my work making it easy to edit and
evolve over time. Final cut has been very important to my work as it has allowed me to edit
and design my video to the best of by ability. In this stage i needed to ensure my work was
following the feedback to make sure my edits were improving and making my video more
appealing to my work. On the final stage of my product i looked over my final edit to ensure i
had imported from every other edit and followed all given feedback to make my work as
appealing to my audience. Final cut has been used greatly to bring my work to life and
ensure it is the best of my ability without the software i do not believe my work would have
been to the standards it is now without the software i have used.
My Ancillary text
Throughout my Ancillary text creation media technology has been key to the success of
them in the job of attracting my audience to my music video. Firstly looking at my advert from
my music video i used many different forms of media technology to ensure the advert was
professional and worked effectively. At the start i used photoshop c6 to begin the creative
process of making and effective advert, after reviewing my research on my blog i began to
place images i had taken on the canon d700 to get a feeling of how the layout show look to
be as appealing as possible. After this i used Web2 on the website dafont to select fonts
which would work well for my genre on my advert after finding them i would then install them
through my mac onto photoshop and begin to place them down. After this i did a couple of
edits to find the most effective and then continue to edit on photoshop till i had a final design
which i would show to my classmates to get their feedback and what could work better and
what they liked. I took this information in and compared it with my research on my audience
and genre to ensure my work was targeted correctly. Once this was done i exported my final
edit from photoshop and uploaded them to my blog so my reader could see my final advert
which i would used to attract my audience to my main piece of work the music video.
Without photoshop i would have been able to edit any of my work together and present
different edits to ensure my work was as effective as possible for my audience . as you can
see photoshop has been key in my adverts design and production. The use of different
website such as blogger and dafont have helped my advert be seen on my blog and helped
me use genre correct fonts to be as appealing to my audience. Next looking at my digipak
photoshop and other web based media technologies have been key in the production and
success of my digipak. At the beginning of my creative process i looked at the research i

9. have gained on my blog and begin to edit my digipak with colours and other elements my
audience would be expecting on the digipak. Although this was very rough it was key to
seeing where i wanted to place everything and get everything perfect photoshop was key in
this being achieved. After i had rough edits one i then placed images i had taken in their
correct places to attract my audience , these images were taken on another media
technology the canon d700. Without this great camera with its 55m lens i would have been
able to capture the powerful images i have to bring my audience into my work. After this
stage i went onto dafont and looked for more fonts which would be appealing to my audience
after i had downloaded them onto the mac i installed them onto photoshop and began the
placement of the titles and other important text. Without the fonts from this website i would
have been able to ensure my work was as attractive to my audience as possible. After this i
took my edit s and found the best looking and most appealing and gained feedback from my
classmates to then find the positives and negatives to that design to ensure and effective
digipak. After i had my final edit i exported my work from photoshop and uploaded it to my
blog so my work could be viewed fully. Without the media technologies i have mentioned
through such as photoshop,web2 and the mac computer i would have been able to create
my advert and digipak and then present it to my target audience via my blog.
Evaluation
When creating my evaluation there was a lot less media used when compared to my other
work as i only needed to do was write my work on google doc then apply it to the
aforementioned presentation methods such as prezi and popplet after that apply my work to
my blog. most of my answers were displayed in different methods this was to ensure my
work was all shown differently ways some which ensured the important information was
shown first. I have also used a pinterest board to for my fourth question to show the reader
images and bite sized information this was useful to allow the reader to see the software or
tool as they are reading about them. Overall my evaluation needs to be presented in an easy
and professional manner to make sure that it is easy to read and also quick something which
i have achieved due to the presentation methods i have used. Without them i believe my
work would have been long and more boring for my audience to read and more importantly
wouldn't take advantage of my media technology knowledge i have gained over my AS and
A2 course.