Evaluation Question 1

1. 1. In what ways does your music
promotional package use,
develop or challenge the forms
and conventions of existing
music video/promo packages?

2.  When considering my music video the video futures a narrative and a
storyline based on the lyrics from within the song. It was significant for
my video that before I began to film my video I had to analyse the
lyrics of the song ‘Good for you’ which I selected. Within the extract it
was essential that I created a theme which allowed me to create a
narrative story which represents friends, fun and memories. To do so I
would involve a number of camera techniques which would involve
pan shot, long shot etc also these techniques allow me to create my
video as narrative.

3.  When considering other professional videos they often contain a title of the selected video and
also contains who the artist is. This is shown when the videos are shown on channels such as
MTV. This is not just shown at the beginning but also at the end of the video. Firstly when
showing the title of the song at the beginning I displayed it discreetly in the corner while the
video has a different shot.
 An example of a music video which had quite a strong narrative would be Lady Gaga ‘Paparazzi’
which involves a short film clip which allows the video to be introduced before they actually
begin the song. By doing so it means that the viewers are able to see the reasons behind the
actions which are carried out on the video.

4.  When considering videos music videos heavily often rely on
montage editing. Due to the pace of the song will affect what
types of cuts at which people opt to use for example if the song
was a faster pace it would affect the cut from being a jump cut,
fast cut and what camera movement they opt for the scene. The
fact that ‘good for you’ is quite a fast paced sound it means that a
lot of my footage was sped up within my video. Also when
considering factors such as allowing factors to happen which
would fit with the beat of the song . An example of this would be
in my video when she turns the light on. A number of editing
factors would also be used to fill with the time of the song.

5.  By editing it allows me to show how the songs structure is.
To create a structures and to emphasise the realistic
musicians reals bands and artists often opt to use live
footage from shows or them personally being on tour. An
example of this would be shown to the right where Kanye
and Jay-Z use footage form there tour.
 This represents music videos which attempt to perform in
this case you are to see the artists perception of the event.

6. Conventions that I have used…
 When considering conventions of music videos you have to consider the genre of
music at which the video relates to song. My genre would be from the category
house music. Typically these are often performance and narrative based. So to
follow the stereotype and to entice the audience I decided to incorporate this
within my video which would make it more effective.
 Below and to the left show shots within my video and i attempted to change the
short when the beat changed within the video which made it more effective which
is a convention of the music video.
Close up
Over shoulder
Long shot High angle Move walk into shot

7.  Conventions when considering Digipak can vary significantly due to the fact that there are so many
ideas which are able to influence the image. As some opt to have very striking images which allow
the Digipaks to sell the artist. Another example would be that the Digipaks allow computers to rely
sorely on generated images.
 When considering the conventions of a digipak when researching I found that it included images,
Artist Name, Details of tracks, Track listing, Song produce, Song writer and Lyrics.
 When considering our Digipaks we opted to create a very simplistic Digipak and it would overall
represent the artist for who we created the video for. Another reason for the design and layout
would be that we believed that the conventions used would well in the real world. I did not include
some factors due to the fact that I personally believed that factors such as details on track as this
would hopefully entice them to buy the product and find out the details themselves. Another factor
to consider would be that it would take up a reasonable amount of room within Digipaks. Which
would overall take away the simplicity of the album which we planned.

8. DigiPaks – Conventions I Used
Front Back
Inside
BarcodeTrack List
Album Name
Artist Name
Producers
Artist name
Lyrics

9.  When considering the conventions when involving the Digipak advert it would
involve factors such as Artist Image, Image of the Digipak front cover, Album
name, Legal information, Information about release date. I carried over the
simplicity style when considering the advertising poster which fit to my house style
theme.
 By considering the advert by keeping it simple it therefore means that by spacing
out the text it would bring attention to the middle of the image which allows the
attention to the middle. Overall when summarizing the advert the only convention
which I did not include would be the legal information which would again be due
to the fact that it would take up room and also that would therefore take away the
effectiveness of the advert.

10. Digipak Advert Conventions
Album Cover
Album Name
Release Time
Professional
review
Production
company & Artist
name
Factors which
associated
with the music
video

11. Development of advertisement poster
 The advertisement poster was developed significantly for
example originally the text within the poster was fainter and also
smaller. After feedback from my target audience I made the text
bigger, bolder and brighter which created a focus for the advert.
 Another development came from the image itself for example
originally the poster did not contain the balloons. However after
showing the product to the public they suggest that by adding
the balloon it enables the public to see more of a link between
the poster and the video.

12. How I used my conventions will appeal to
my audience
 By me personally using these conventions it allows me to
appeal to my audience and this would therefore mean that they
can be engaged when considering the terms of the music
videos for my specific target audience. For the video to appeal
to my genre it would mean that I would have to follow a
number of stereotypes which would therefore appeal to the
target audience.
 House music videos often tend to have a lot of shots which set
the scene for example the house they are in or area they are
filming. This would be why within a few shots I showed the field
and where I filmed