The document discusses the production of a music video by Scarlett Divas for their song "No Scrubs". It covers various aspects of production including research, planning, filming, editing, and evaluation. New media technologies played an important role throughout the process, from initial research online to editing the final video using software like Photoshop and Final Cut Pro. Audience feedback was positive and helped improve the video, especially by adding more cuts during the chorus. The combination of the video and ancillary materials like the poster and album art created a unified brand identity for the girl band.

1. MEDIA EVALUATION
Scarlett Divas
No Scrubs

2. 1. IN WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?
Our music video is an example of an expected R&B girl band representation.
It holds many similarities including location and mise-en-scene; using a
limousine and a bar as well as many costume changes.

3. 1. IN WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?
It may be expected from an audience that a
R&B girl band contain a dance routine
especially to the chorus which is what we have
added in our music video. This dance routine
also holds a relationship between the lyrics and
visuals; “…best friends ride, trying to holler at
me”. These actions of the band should be
easily recognized by the audience and they are
purposely done in order to accentuate the lyric
meaning. Furthermore, the lyric is of how the
man trying to get the attention of the girl
would act so one could suggest how the
actions of the girls mock and ridicule the man;
this could then suggest how dominant the girls
are being in the video which is the bands
ideology. This develops the idea of girl R&B
bands being independent as Destiny’s Child
began this and now Scarlett Diva’s are making
it more obvious in current music.

4. 1. IN WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?
In the beginning of the music video we used
extreme close ups of the band members for the
notion of looking. This introduction
encourages the audience to may question who
they are before they are introduced.
Furthermore, the pretty eyes, red lips, curvy
figure and high heels show the femininity of
the girl band.
Another convention our music video uses is
cuts to the beat. There are many cuts after a
beat or lyric to give the video a fast pace and
vary the many locations and shots.

5. 1. IN WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?
Even though most conventions are similar to other R&B videos there are two
things that challenge the conventions; costume and the men. When
researching, many girl bands had flesh out looking sexy however we did not
want this for our girl band. We wanted our band to be a good influence over
the modern day audience by wearing fashionable but sophisticated outfits. As
the rap part of the song seemed more fierce and aggressive we decided that
that girl band member have both men beside her showing she is control of
them both. We did not get the chance to have them half – naked (female gaze)
which is what we wanted but it still shows the dominance over men.

6. 2. HOW EFFECTIVE IS THE
COMBINATION OF YOUR MAIN
PRODUCT AND ANCILLARY TEXTS?

7. 2. HOW EFFECTIVE IS THE
COMBINATION OF YOUR MAIN
PRODUCT AND ANCILLARY TEXTS?
An audience would recognize the 4 main colours
used throughout the video; red, black, white and
leopard. We wanted to use these four colours
together because of how they stand out bold but
also represent the band. Red and leopard
represent the confident and fierce side of the
band and white and black represent the
sophistication of the band. It is very subtle but
with the red dresses the band wear diamond
jewellery to show the glamorous side also. As
you can see we have added it on the poster and
digipak to create a frame/border. It is classy and
also makes the band members look very
important. Again with the italic and bold
typography being contrasts it shows the band as
dominant as well as sophisticated also.
I believe the audience would recognize and like
the image and ideology we have created as it is
unified. Furthermore, the fashion statement and
accessories used are on trend which is what a
modern day girl band should be.

8. 3. WHAT HAVE YOU LEARNED FROM
YOUR AUDIENCE FEEDBACK?
To get audience feedback we asked our peers who are 17/18 years old (within the
demographics of our target audience) and predominately females. We received
excellent comments from them all including how they loved the multiple costume
changes and where there are a lot of shots of the girl band it is very conventional.
They also commented on how well it was all shot in particular the red dresses on
the black background. Moreover, they liked the beginning static shots of how only
a small body part was revealed of the band.
Before we showed this final piece, there were comments beforehand of how the
chorus did not contain enough cuts to the rest of the video. Therefore we went
back to editing and put in many more cuts in the chorus. This definitely made it
look much better especially being cut to the beat of the song. We received minor
criticism on how it ended as it was not great enough. We took this on board and
tried different shots with the band ending with laughter, however we still preferred
our last pose.

9. 3. WHAT HAVE YOU LEARNED FROM
YOUR AUDIENCE FEEDBACK?
When we posted our video on Facebook
we received positive responses and
many “Likes”. In particular one person
said that they loved the miming to the
rap as the syncing was correct. We
assumed because 16 people liked our
video on Facebook, they liked the video
as whole including the band itself and
the concept.
As we posted our video on YouTube
also we noticed that 145 people viewed
our video. Whether they liked it or not it
may have appealed to them seeing a new
girl band.

10. 4. HOW DID YOU USE NEW MEDIA
TECHNOLOGIES IN THE CONSTRUCTION
AND RESEARCH, PLANNING AND
EVALUATION STAGES?
When researching and planning I used
the internet to gather a lot of
information. I used Google to research
and also Wikipedia to find out statistics
and information about music directors
and bands. Of course when researching
I used YouTube a lot to analyze music
videos.
To present my research I used Prezi
and Slide Share to make it look much
more interesting and also be much
more interactive to look at. I also
used Prezi to present planning ideas
for our music video.

11. 4. HOW DID YOU USE NEW MEDIA
TECHNOLOGIES IN THE CONSTRUCTION
AND RESEARCH, PLANNING AND
EVALUATION STAGES?
In the construction of editing the music video and creating the Poster and Digipak, I
used Photoshop and Final Cut Pro. They’re both very good for using different effects
and enhancements on the footage and photos we had. Final Cut Pro especially was
very helpful to use as we had many lyrics and cutting to the song was very easy and
quick.

12. 4. HOW DID YOU USE NEW MEDIA
TECHNOLOGIES IN THE CONSTRUCTION
AND RESEARCH, PLANNING AND
EVALUATION STAGES?
When filming our music video we
downloaded the song from iTunes
and used our phones when filming
so the lip syncing was correct. We
also had to download it and import
it on Final Cut Pro so we could edit
against the right one. When
downloading it we had to make sure
we downloaded the song with the
rap as that was the “No Scrubs” we
were filming.
Furthermore, we also used our
phones as well as our Blackberry
calendars to put our filming
schedules in. Lastly, we used a
HDMI flip camera to film our
footage as well as DSLR camera to
take our photos. Both these devices
are very good at capturing what we
wanted.