Waleed Butt created a music video for his song "GO AWN" and various ancillary materials including a magazine ad and digipak. He used a variety of media technologies in the construction, research, planning and evaluation of his project. In the construction stage, he used a DSLR camera, smartphone camera, and Adobe Premiere Elements for editing. Photoshop was used for the ancillary materials. Research was conducted mainly online using Google, YouTube, Wikipedia and his blog. Planning involved creating hand-drawn plans, storyboards in Word, photographing locations on a DSLR, and test footage in Windows Movie Maker. Audience feedback was gathered on social media.

1. Evaluation questions
WALEED BUTT

2. Brief
- Magazine Ad (Music Video) - Digipak (Music Video)

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

4. My album cover is very different then what I’ve shown in the video because I looked at
the video and I wanted the audience to remain with the feel at the same time but also
did not want to bore them so I showed the main dancer in the video performing and
having fun as a similarity to the song that the beat goes awn so it pretty much matches
with the whole scenario.

5. My opening scene was inspired by the stunt shown in Justin Bieber’s Boyfriend, But I changed the
scenario in mine I wanted it to look a bit more aggressive and realistic.
I used long shots in this particular scene and it turned out great.
The sound editing was quite tricky in this scene in order to show it in a realistic way I had to put
a couple of codes and conventions in mind, I used diegetic sound. Not much use of sound effects
just natural drifting
And a car squeaking sound , this convention is much used in RnB Songs.
This action sequence is actually playing before the song starts because I wanted it to be linked as
a story otherwise just the song starting would have been point less so the drifting takes place and
the songs starts playing after the Gun Shot.
Brief
Justin Bieber - Boyfriend Waleed Butt – GO AWN

6. The genre of the music featured in my music video is Rock and hip hop
the original video for the song and other music videos in this genre almost
always feature the band in the video, so we decided that we wanted to apply
this convention to our video as we had already come up with some creative
ideas for scenes featuring the characters/band members.
Most music videos feature 3 band members who run around and have their
own performances in various locations.
I decided that we wanted to use this as inspiration, furthermore one of my
band member performed a car stunt scene in the opening
we were doing typically 'boyish' things such as break dancing and car stunts
to attract a teenage audience. We challenged the conventions in this way as
a music video never starts with a car stunt so it shows the uniqueness of this
video.

7. The next scene shows the main artist doing rap in front of his car which was
idealized by Ali Gul Pir’s Song.
The artist is doing everything in a fast paced action so that the movement goes
along with the song, The camera
is not moving is at a still position and A Medium Shot has been taken.
Sayen To Sayen Song - Ali Gul Pir Waleed Butt – GO AWN

8. As you can see in this scene the editing played a very important role, The artist is doing
breakdance in front of his Mercedes Benz, The car had to be a Benz as I wanted to describe
the lavish lifestyle of the people in the video to match with the story of the song. I wanted
everything to be unique in my music video and to make all of it possible I had to focus on all
the codes and conventions, The shots had to be perfect and the editing was necessary
because otherwise the audience wont be impressed by just the breakdance so I added a little
extra touch to it. To make it more Suitable with my song

9. I chose 3 different artists in my video because I wanted
consistency in my video, the performances keeps the
audience interested and since each artist is exchanging
backgrounds; HEAVY represents the conventional Grey'
influence into the music style, with the rap 'hoody' appeal;
and Daniel represents the conventional idea of the Casual
artist/appeal, with the long breakdance moves,.
Changing locations with the genre is massively important
with my music video due to the unusual combination of
genre; however keeping the generic rules of the related
genre's (and Soul/Rock/Indie) was important.
So the use of props in my video although small is effective.

10. Question 2
How effective is the combination of your main product and
ancillary tasks?

11. The opening scene of my music video is different then what I’ve shown in the Magazine Ad
but I wanted the audience’s attention and since there is a lot of constant change of scenes
it was very difficult to show what the video is about in one single photo, So the best idea
was to show one of the best car in the Magazine Ad as a comparison that the video is big
budgeted and interesting.
I also didn’t want the audience to know what kind of scenes the video has. I wanted it to
be a first time watch so that’s why didn’t give much of anything in the magazine ad to
keep the
scenes seem interesting when people watch it the first time.
GO AWN (MUSIC VIDEO) GO AWN (Magazine Ad)

12. I decided to use two different photos for the digipak one was
also featured in the music video, I did that so that there
would be a relation between the two productions.
The Car Mercedes Benz has been an obvious point in both the
shots, I wanted it to be more evident in the digipak to attract
audience attention and convey what my music video genre is
at the same time.
I particularly chose these photos as in this scene of our music
video all of the band members take turns to sing a part of the
song, but the main character would be the one who’s dancing
and performing a breakdance throughout the video, I also
thought this would make the target audience more interested
in the video and the actual single.
The font I chose to use is quite similar to the handwriting of a
young person and the colours reflect what the main
character/lead singer is wearing in the photos and the music
video.

13. I decided to make the magazine advert look slightly different to the
digipak because I didn’t want the car to look exactly the same and
give the audience a boring feel , so I used a different filter for the
advert but kept the font the same as the digipak because I wanted
to make it look like it was the band’s logo.
I decided that for the digipak photos there would be no mode of
address as I wanted it to look as original as possible, but then we
decided to use the convention of using direct mode of address for
the magazine advert
.

14. A very strong aspect of my music video is how well I have used
location close up's and costume to signify the genre.
It occurred to me that if the 'selling point' of my video was
using lots of powerful close up's of the artists. Goodwin's
theory of 'reoccurring motifs' also informed my print
production.
For my digipak I choose to use an image of the lead dancer
because a lot of my shots in my music video are of HEAVY , I
took it with the car in the background; to strengthen a
consistent brand image between the music video and print
productions.
For my advertisement I was confused between both of the
characters to place in the shot, so I made good use of the car
in the video and showed it.

15.  The Car (Mercedes Benz) on the Magazine Ad is the
same parked in the background of the video
 Similar Location, Parking Lot
 Name Of the Director of the music video on the
Number Plate Of the car
 Name of song written in a stylish font , attracting
the same age group of audience that is targeted
before

16. Question 3
What have you learned from your audience feedback?

17. Audience research
 After creating each of my ancillary tasks, I uploaded them onto
Facebook to get some audience feedback and see if there were
any final changes to make.
 I also personally interviewed some members of my school who
were in the target age group.
 I watched a lot of music videos and came to know the tastes of
interests of my Target audience.

18. I took help from social networking sites for my Audience Feedback
I uploaded my video on social networking sites such as Facebook and allowed
people to like or share the video

19. For my Audience research which was used for the digipack and advert I
thought my feedback wasn't very good. This really puzzled me as I felt the
digipack and poster unit strongly represented the band. However I only
managed two out of five for how it reflects the genre.
The feedback seems to be quite the opposite of the music video, with this
time the Female demographic preferring it. This pattern seems unlikely
making it difficult to evaluate. There is a comment at the bottom which
states "uninteresting"; narcissism is often a big reason why a person likes
something. It is likely that the audience in this case was not able to
identify himself with the digipack; perhaps the ' influence was hard to
relate to. Or maybe he felt the generic style of the pack was un
effective, not connecting the roots of the music.
This shows that audiences are not always easily entertained through a
good use of generic features, and perhaps if I had used 'Extras' such as an
information booklet the feedback would have been more successful.

20. My Music video feedback was totally the opposite people appreciated the
performances of the artists throughout the video and how the editing gave a
plus point as the people liked it.
Audience feedback has been useful in understanding what different audiences
expect from each genre.
If I was to go back and change any aspect of my productions I would most likely
add a hologram and a booklet about the band to try to captivate the members
of the target audience which seem to find it more difficult to identify what the
video is about.
I would say from the positive feedback overall it was an effective package; with
the positive feedback outweighing the negative.
Both the music video and the digipack/advert appeal to not only the the
specific 'ideal audience's' associated with the genre, but also with the wider
'random relevant audiences'. This is good because an unsigned band needs as
much support as possible, so it needs a big audience.

21. Question 4
How did I use media technologies in the construction and
research, planning and evaluation stages?

22. Construction
 While filming, I used a Nikon DSLR camera to shoot some scenes and
also a Sky phone camera.
 I downloaded sound effects from YouTube and some I had to record
myself in real
 Adobe Premiere Elements was the editing software I used to put the
scenes all together.
 Photoshop was used for both the Digipak and Magazine Ad
 My fonts were sourced and downloaded from online font
database, dafont.co.uk.

23. • Before we started filming we made blogs on Blogger so
that we could update with any work involving the music
video we had done, including storyboards and locations
that we had decided to use Blogger helped me to create a
series of posts relating to the genre's. By scrolling through
you can depict where my influences come from. Research
in this unit was intriguing in understanding how to
challenge the generic conventions of other digipacks and
advertisements.
The internet is an endless source of information and considering the brief for
the A2 part of the course is to successfully produce a music video of an
unsigned band, and create a digi pak and advertisement to match.
The internet was amazing in playing in important role in researching similar
bands, aspects of music history.

24. • To edit my video, I used Final Cut Pro and adobe premiere elements.
• At first I found this software to be very challenging and difficult to
use, but after using it a few times I learned how to use it efficiently to
piece together our music video.
• To edit the photos I took for the ancillary tasks, I used Photoshop
and added different filters. As I had previously used Photoshop for
my AS project of creating a music magazine I was already familiar
with how to add filters and manipulate the image I chose.

25. Research
 I used google chrome as an internet browser and
did more than 90% of my research through it
 My initial research consisted of just looking at
music videos and I did that through the number.1
video search engine YouTube
 Wikipedia was very useful I searched on my genre
and got tons of music videos details
 Also, when using my blog (blogspot.com) I used
google images as a constant source when
uploading photos such as Digpak and shoot of my
video

26.  With the help of google I was able to expand my research, whether it was
magazine related, video related etc. Just at the click of a finger I was
able to get hundreds of pages of information on the band, and learn more
about other bands.
 When I had chosen the track, I then started to research similar artist's.
Because the band is a mix of genre's I had to be disciplined.
 By using blogger I was able to use the video, scanned images and music
video's for free in an online style document, this is not possible in any
other format. This allowed me to create an visualization in my posts of
different artists, and in my research bring together both the
Indie/Rock/Rap influence in with other influences.
 When researching into digi pak's and advertisements, this was more
difficult as the generic style of Rap can often be very offensive towards
women, and also the traditional' culture; so the majority of my digipack
was really inspired from a unique theme; however I did use sites such as
www.google.com as it’s the best search engine.

27. Planning
 To start with, my first plans were hand drawn on paper and so I used a scanner,
which then emailed me images of these plans so I could upload them straight
to my blog.
 The next stages of planning such as storyboards, were created in Microsoft
word and then uploaded to slide share in order to access them easily and in a
more pleasant way through my blog.
 Our next step was to find suitable locations and so as a team we searched our
local area and decided on three definite main locations and some possibilities
for other areas. To document this, I photographed the locations using a DSLR
camera and uploaded the best images to my blog.
 Also, while we searching for locations, I used this time to practise my filming
skills and also to do some test shots and so after this, I again used Windows
Movie Maker to edit and then uploaded the finished product to my blog.
 Paint was used to create for basic editing.
 I created a group on Facebook to plan and schedule filming and to get in
contact with the actors quickly and easily.