1. Evaluation Q1
In what ways does your media product
use, develop or challenge forms and
conventions of real media products?

2. Here is the opening shot for our music
video. As you can see, there is yellow
dye falling into water. As a group, we
found this shot extremely effective and
different. Using this to open our music
video works well as straight away the
audience are intrigued; want to find out
more.
We found it very important that the
music relates to the visuals throughout
our music video. So, in this very first
shot when the ink separates into an
‘’M’’ shape as show in the still image
the music has a slow tempo beat. We
found this matched the ink shot very
well.
For this shot, we were influenced by this
YouTube clip. As a group, we found this video
extremely interesting and original. As we
wanted our music video to come across
original and slightly random we thought
using this idea would fit very well in our
music video.

3. Here is another still shot which was taken from the beginning of our music
video. As you can see, our star persona, Josh, is placed in the middle of the
camera shot with only his upper half of his body on show. Voyeurism is a very
important point to think about when making a music video. We thought a lot
about this. So as you can see in this shot we have shown our star rapping. We
want a variety of shots, some with Josh rapping to the camera and some him
seemingly unaware of the camera. Here, we have made josh rap to the camera.
Using this near the start of the music works well i find as it draws our audience
in; wanting to find out more.

4. With our music video, we wanted some of the lyrics to relate to what is seen on
camera; mise en scene. Above is an example of how we did this. As you can see
there is some interesting pattern which is on a huge piece of paper. Also you can
see a small flame , which is crossing the paper. To achieve this, we held the
patterned paper up close to the camera. We then added in the flame later on in
Photoshop by fading in two shots together. This clip relates to a certain lyric in
the song, ‘break lights’. Instead of using actual car lights, we wanted to think out-
side the box and thought what else we could to represent the word ‘light’ we
decided to use a flame produced by a lighter. This all helps attract our target
audience (teenage).

5. As we wanted our music to involve some ‘random’ and ‘quirky’ shots we found using the
idea shown above very effective. Here, we used the technique ‘stop motion’. As I
mentioned in the last slide, we wanted the lyrics to relate to the visuals. As shown
above there is a shark drawn on a piece of paper. There is part of the song where it
mentions a ‘great white’. So to make our video come across more interesting and
original we decided to use this fun technique.

6. Above is another shot of our star persona rapping. As the genre of our music
video is rap/hip-hop we wanted to obviously add some shots of our star
performing as this is one of the most common elements to a rap video. We
also found it important to focus on what our star was wearing/material
possessions. This is because we want our star to come across stylish , fresh,
cool and dressed what our target audience would be interested in.
For this shot, we zoomed in slowly on our star, to vary our shots. This would
help avoid our shots coming across repetitive.

7. Throughout our music video we found it very important to attempt to edit it to the beat.
Above is an example of how we did this. As you can see in this still shot , there is a girl in
the middle of dancing. To make this shot come across more interesting we used a yellow
gel which we put up to the camera. At this point, the song has an average beat; not too
rapid or slow. To match the visuals to the music we rewound the shot and sped it up very
slightly. This worked very well as now the girls dancing matches perfectly to the beat in
the background. By matching the visuals and music makes it a lot more enjoyable for the
our audience to watch as it comes across very professional.
The music is rather chilled out but also at a danceable tempo, so amongst our abstract
shots (linking to calm music) we also wanted to feature people dancing (as shown
above) and generally having a good time.

8. As we want our music video to be quite unconventional throughout, adding in some
abstract shots really worked well. This keeps our audience on their toes throughout.
Also, our abstract shots should add to the inspiring, uplifting message of the song.
Instead of just having our star rapping the whole time, we wanted to break it up a
bit by adding a variety of different interesting and original shots. Above is a clear
example of this. As you can see there is a broken egg in a glass jar. As I've said
before, relating the music to the visuals is very important, we have chosen to show
this a lot. In this particular shot the music is gradually building up (crescendo) until
it reaches a slight drop; greater beat. To emphasize this we have made the egg
slowly re-wind, so it comes across the egg is slowly lifting upwards. Then, when it
comes to the drop, the egg drops to the ground at a very fast and emphasized way.

9. Here, is another shot from our music video. I found that this particular shot worked
very well and came across quite random and interesting when watching. We have
used another ink shot as in the very first shot. By re-using an idea throughout a
music video it helps link everything together and come across a lot more tight and
professional. To emphasize the fact our genre is hip/hop and rap we wanted to use a
variety of different dance shots in. As you can see here, we are only shown the
persons feet dancing. This worked well as it breaks up the dance shots which makes it
more interesting when watching. To achieve this shot, we layered the two shots
together. As we want to relate the visuals to the music throughout, here we cut up
the dancing feet shot so once played it comes across it’s flashing at a very fast rate.

10. To make sure the shots of Josh rapping didn’t come across too repetitive we used a
variety of different camera angles when filming him. For example, above is a still
image of a particular moment in our music video when he is rapping. For this shot we
decided to hand hold the camera. As we wanted our shots of josh to come across in a
‘behind-the-scenes’ kind of manner, using a hand held shot helped us achieve this
greatly. For this shot we didn’t want Josh to look at the camera to make it come
across more natural. Also, for this shot we used a high angle shot. We found this very
useful as it shows our audience an overview of our star persona and shooting area
(behind-the-scene look)

11. The demands of the record label, and the selling of our artist is very important when
making a music video. To help achieve this, our star persona is dressed in his freshest
clothes, and acting in a very cool manner. This helps appeal to our target audience. As
you can see in this shot we have mainly focused on Josh’s top which is clearly a trendy
top and well known to many teenagers; our target audience. This all relates back to
our song as it has a very cool and hip feel to it when it’s being listened to.

12. MAGAZINE ADVERT:
Here is our magazine advert we produced
by using Photoshop. When making our
magazine advert it was very important
thinking about our target audience and
also how would it fit in with our music
video itself. As you can see our main
imagine is hand drawn. We thought that
by hand drawing our image, it would add
to the ‘quirkiness’ and ‘originality’. Also,
the person who is the main attention of
the magazine advert is young like our
target audience and our star persona.
This all links back to our music video.
Also, we thought that by using bold and
bright fonts would also be very useful
when attracting our target audience. This
is mainly because it’s simple, yet very
effective; simple is more. Also the font
isn’t very fancy; it comes across quite hip
and fresh.

13. DIGIPAK:
I find that our digipak relates to our music video greatly. This is due to a few
reasons. Firstly, the digipak comes across very random as there is a variety of
different, very random, images shown. I find that by using these fun and random
images will really draw in our target audience as the bright colours and
interesting pictures will stand out; very bold. As you know, our genre to our music
video is hip/hop and rap. By using these quirky and different images, i think that
it really emphasizes the fresh and cool side to rap.