The document discusses the evaluation of a media project creating a music video for the fictional girl band "Scarlett Divas". It examines how the music video fits conventions of the R&B genre while challenging some, such as portraying the women in more sophisticated clothing with control over men. Feedback was received from the target audience which led to faster pacing, especially in the chorus. New media technologies were used in researching, constructing through editing software, and evaluating the project by gathering feedback on social media.

1. NO SCRUBS
Evaluation

2. 1 . I N W H A T WA Y S D O E S Y O U R M E D I A
PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?
Our media product fits many
conventions of a real girl-band
R&B music video including
many close-ups, costume
changes and a variety of mise-
en-scene elements including a
bar and a limousine. These are
typical for this genre of music
and also shows the
sophistication of the girl band.

3. Although our music video uses some of the
conventions for a real R&B music video, we
do challenge some of them. Many girls in
R&B music videos wear very provocative
clothing, whereas the girls in our video wear
more sophisticated clothing. The girls are very
much in control of the men featured in the
music video, showing their power and
independence. We decided to subvert the
male gaze by having the female gaze.

4. In relation to Goodwin’s theory, some of our lyrics match the
visuals such as the lines ‘of his best friend’s ride’ and ‘trying to
holla at me’.
From research, I found that many videos use
particular colours in their videos. Our main
colours used in the video are black, white and red.
Black and white are also used as the background
colours in some of the video. We also use leopard
print to show that the girls have a fierce side and
this is used a lot through the video and was also
used on my digi-pack and poster.
A very common convention of R&B music videos is to have very fast cuts.
We have used this in our video as our song is quite fast-paced; especially the
rap. This keeps the video more exciting for the audience and also matches the
beat of the music.

5. 2 . H OW E F F E C T I V E I S T H E
C O M B I N AT I O N O F YO U R M A I N
P RO D U C T A N D A N C I L L A RY T E X T S ?
I feel that the main product along with my
digipack and poster are a good combination
to show the genre of music and the style of
the girl band. The element of leopard print
from our clothing is kept to show the fierce
side to the band. I also used crystals to
show the glamorous side of the girls. The
colours black white and red are the main
colours which are also the main colours
within the video.

6. DIGIPACK

7. POSTER
The digipack is very recognizable from the poster
and therefore will be easy for people to find when
they are looking for the digipack. The black and
white effect on the photo makes the logo and
release information very bright and bold, again
using black white and red, keeping the leopard
print element.
The i-Tunes, HMV, amazon and ‘Scarlett Divas’ web
address is appealing to many people using the
option of ordering the digipack online. The
Scarlett Divas web address is also promoting the
band.

8. 3 . W H AT H AV E YO U L E A R N E D
F RO M YO U R AU D I E N C E
F E E D BAC K ?
We received audience feedback from 17 and 18 year olds with the
majority of them female which was very helpful as this is 'Scarlett
Diva's' target audience.
The first time they viewed our video, we got many positive
comments. They liked the outfit changes and they felt that the
colours worked well.
They also felt that the mise-en-scene worked well with the ideology
of the band. One piece of constructive criticism that we received
was that the whole video needed to be as fast-paced as the rap.
They said that the chorus especially needed to be faster-paced. We
then went back to our video and added more cuts into our video,
especially the chorus. After viewing our video for a second time, we
received a lot of positive feedback. They especially enjoyed the
still images at the beginning of our video.
However, they were unsure about the end of the video.

9. ONLINE FEEDBACK
We posted our video on
Facebook, Twitter and YouTube
to receive feedback. We had
many likes on the video on
Facebook as well as 161 views
on YouTube.

10. 4 . H OW D I D YO U U S E N E W M E D I A
TECHNOLOGIES IN THE CONSTRUCTION
AND RESEARCH, PLANNING AND
E VA L UA T I O N S T A G E S ?
I first used new media
technologies to research
other music
videos,digipacks and posters
in order to analyse them. I
also used it to research
music video directors. It
also allowed me to find out
facts about music videos
and research record labels.

11. CONSTRUCTION
When constructing the music video, we
used new media technologies in order to
edit the video. We used Final Cut Pro. This
programme enabled us to add the music,
add effects including split screens, and cut
it to the music. It also made it easy to
make sure that the lip syncing was in time.
I also used Photoshop in order to design
my digipack and poster which enabled me
to edit photos, and add effects.

12. EVALUATION
Finally, I used new media technologies in
order to get feedback for my evaluation. I
used Facebook, Twitter and YouTube to
post my video on and get feedback. This
was effective as it allowed more people to
give feedback as many people within our
target audience use these social networking
sites.