Sade used various media technologies throughout the research, planning, construction, and evaluation of her music video project. She researched music video conventions on YouTube but avoided Wikipedia due to reliability issues. During planning, she tested shots on phones and edited footage on Final Cut Pro. To construct the video and accompanying materials, she edited footage and added effects on Final Cut Pro and edited images on Fireworks. For evaluation, she gathered audience feedback in person, on YouTube, and through Excel charts.

1. Evaluation Question 4
How did you use media technologies in the
construction, research, planning and evaluation
stages?
By Sade Mtowa

2. Research
 When it came to understanding the conventions of a music video we had
to do much research ourselves, to ensure that we have the information
that we needed. Not only did we learn in the class room but we also used
technological alternatives to further our understanding. For example, we
would use web sites like YouTube and avoid others like Wikipedia.
 These resources helped to expand out research ensuring the chances that
our own music videos would be up to standard. Also that they would make
sense and relate to what makes a successful music video, because it has
the power to make or break a song.

3. Research: YouTube
●
The number one technological resource I believed provided the most
information was YouTube. I think this because it is a huge media platform
for music videos today. Using YouTube I was able to find clear examples
of the different types of music videos; narrative, concept and
performance. By being able to see how each of them are presented, it
help to clarify what type of music video worked best for my group. We
were able to see which type of music video we can apply the best of our
efforts, and truly capture the theme of the song that we wanted to do.

4. Research: YouTube
 Another way YouTube contributed to our research was that we were able
to find Pop-up music videos. These are a series of music videos that would
have mini pop-ups on the side, which deconstructed the videos
themselves. The information in these videos included facts about the set
and why certain props were used. It also included background information
of the artist, directors, etc. This re-enforced how everything that is a part of
a music video is important, regardless of how small it is. E.g. in my music
video, whether or not I wear high heeled shoes or not can affect the
audiences opinion of me and what they think I represent.

5. Research: Wikipedia
However, when it came to our research there were some websites that we
avoid because they are unreliable. One of those websites was Wikipedia.
The reason why I didn't use this site as a resource was because the
information on there usually comes from an anonymous person. This leaves
the door open for anyone from anywhere to put of random information
that may not be accurate, or completely wrong. This already makes it very
discouraging as a resources, what adds on to it is that you have to cross-
reference. This means more time is wasted on having to find other reliable
websites and compare them. As the saying goes “Time is money”.

6. Research: Purpose
 The point of doing this research was to understand what makes a music
video, before making a video. This is key because to make a successful
music video it needs to attract the target audience, be relatable and
have repeatability.

7. Research: Other References
 During our research our teacher was also able to find some articles we
were able to access on the schools media Wordpress. These articles
included “Dancing in the destruction factory”, that looked at the different
theories surrounding music videos. These theories included how different
critics viewed music videos. Marcus sees them as pornographic, while Fry
& Fry views them as adverts. The article also also looked at the ideas of
meta-narrative and Star persona. Another article we had access to was
“Sound and Vision”, In this article the theories of co modification, visual
schizophrenia and the postmodern disappearance of reality, (turning
people into anything without it making sense),

8. Planning: Filming
 When it came to filming out music video we had a verity of options that
we could choose from. With having different options of cameras it opened
the door to achieving many different angles. For example, with an iPhone,
their cameras are so advanced and so clear that it is possible to make
high quality videos. Then of course we have professional Nikon or Canon
cameras, that take the quality of filming further. Another benefit of having
different technological devices is you can do test shots on the go. My
group used our phones to film on location if we wanted to see what a
certain shot looks like. We did this for both our lip syncing task and testing
our choreography. After filming our lip syncing we were able to see who
would be best singing the different verses. With the choreography we were
able to see if it would fit the music video, before filming it.
 https://www.youtube.com/watch?v=9BZGPYKoA3A
 https://www.youtube.com/watch?v=6O2VWaDlTkQ

9. Planning: Filming Continued
 During our filming we were fortunate to have our own Nikon camera
(Mahaliah Meriales). This was helpful because we didn't have to fight for
the class camera. That allowed use to plan our filming ahead of time and
when it worked for us.
 Also during filming, we would film a scene an upload them onto the Mac
computers at school. Then piece by piece we would edit what we filmed
on Final Cut Pro. This contributed to saving us time because we would be
able to pick out anything which needed to be re-filmed. This way we were
able to avoid the problem of having filmed everything and the different
shots didn't match, or having to re-film after so long.

10. Planning: Digipak & Advert
●
For our digipak and advert we used our camera phones at first to take a
couple of test shots. This gave us the chance to create models of what
we wanted for our digipak, because it made sure that they matched the
shared the ideology of independence.
●
After creating the ideal models (Storm Thorgerson), we then set up a
separate time to do a formal photoshoot. Even though we had a fixed
idea, we still took a verity of pictures to ensure we had verity. That way at
lest if we were to change our mind we didn't have to start from scratch
again.

11. Construction: Editing Music Video
 This is where we became the most familiar with the technology that was
used to edit our work. For our music video the editing software that was
used was Final Cut Pro. This was the most time consuming so we wanted to
make sure that we didn't waste any time. That is why we researched how
to create different effects. If we were not able to work it out ourselves,
then we would asked for help from either our teacher, or the tech guy
(Michael). However, we would stay to see what they are doing so that way
we could learn for ourselves for reference later on.
 Even thought our video was not so technologically advanced, where
there was a special effects, we wanted it to stand out. For example we
had both a split screen and a mirror effect. To learn how to use them
correctly, there were a number of videos on YouTube, which taught use
how to create these effects on Final Cut Pro.

12. Construction: Editing Music Video
Continued
 While piecing together our work, Final Cut pro was very helpful in taking
our work that extra step. It brought use closer to the vision we had for our
music video with the basic editing effects that it had. For example, when
adjusting the colour of shots, we had control over the contrast, brightness,
etc. As well as that we were able to add filters to make the shots stand out
even more. A good example of this can be seen at the beginning of our
music video with the shadow shots. Even though it was originally filmed
that way, we added the affects of strips over top. That made it look as if
we were dancing in front of blinds. We also added a TV fuzz affect to
make it look as if the audience was tuning into our song.
 This was significant because it played on the idea of visual schizophrenia,
where shots are just edited a certain way because it looked cool. That way
we increased the repeatability of the video, because it's amusing to look
at.

13. Construction: Editing Advert & Digipak
 For both our advert and digipak, because we wanted to keep that
consistency/them we used the same software to edit them. That software
was Fireworks CS6.
 This was a very detailed editing software because we were able to 'fix' the
smallest of things. For example, anywhere there was discolouration or
blemishes we were able to use the blur affect. To be accurate, we were
able to chose the exact brush needed and zoom in directly to where the
problem was.
 For colour, not only were there contrast and brightness effects, there was
also the transfer of colours. For example, we we took the pictures we had
red lipstick on but because the picture was black and white you couldn't
see it. Luckily our title was a nice dark red, from it we were able to click on
it and chose what shade of red we wanted. Then we applied it onto the
lips to make it match. It was the small things that made the largest
difference.

14. Evaluation: Audience Feedback
 Audience feedback was very important when it came to our coursework.
For us we didn't wait till the very end to get their opinion. For each of our
promo packages we would 'pitch' our idea before going ahead with the
plan, because that way we went into our work knowing what our
audience wanted. Then from that we would build on our packages. Then
again for each draft that was made we would ask for at least a handful of
people their opinion on it.
 For example, during the editing process off our digipak and advert we
would have the images open on Fireworks CS6, so that way if there were
any significant areas that needed to be fixed, we did it there and then
and showed the result.
 For our music video after uploading it onto YouTube the comment section
was there for people to feel free to leave their opinion of the video. Along
side that we went around asking both males and females on how they felt
about a girl power music video. In general the enjoyed it however, there

15. Evaluation: Audience Feedback
Continued
 Finally after collecting the data of peoples opinions via person, YouTube or
Facebook, it was put onto excel.
 Excel was to make different pie charts tho help create a visual for the
success of the music video.
 If you know what you are doing it is easy to used but if not it took a while to
find where everything was.