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1. Name: Immy Murphy
Candidate number: 3357
Critical Evaluation
The brief was to create a media campaign for a new artist/band called ‘Sametime’with a song called
‘Moving on.’ I will be writing on how we created four different media products in our campaign.
Within this we are evaluating our products in how they represent social groups and issues, How the
elements of our production work together to create a sense of branding, how we used our products
to engage with our audiences; and finally, how our research informed our products and the way we
used and challenged conventions. We finally attempted to complete all these products such as social
media, a digipak, and a social media page.
In our music video we represented gender and race in a very counter typical way. We wanted to
clearly represent diversity, and started this by researching videos of bands, in which we discovered
lots of diverse types, such as one direction which are a very stereotypical classic heterosexual white
boy band, and we wanted to do completely opposite to that. For example, in a stereotypical band,
there is usually a male bass guitarist; however, in our video we used a girl; and secondly, we had a
clear diversity of race within the band; by having two black members, and two white members. This
portrayed what we wanted the viewers to see which was diversity, and we did this using costume;
for example, we wanted to have this diversity, but we did not want our black members to stand out
and make it look too staged; so, we had all our band members dressed in similar clothing, which was
baggy, comfortably fitted, and relaxed. We then also wanted to not fit the stereotype of having a
dominated male boy band, to use the classic, dark blues, blacks, and boisterous colours; son we
decided to use pink and bright colours, which created a mood rather than generalizing it. Finally,

2. when editing we also shared the screen time between the band members, to make sure our lead
singer was not the whole focus
On the other hand. We also represented a very stereotypical heterosexual relationship, which shows
the rocky up and downs of the relationship of a young woman and man. We found this would work
well as well as having the diversity as it allows the younger audience, we were aiming for to relate
and see the highs and lows of relationships. We did this through specific scenes, for example, we had
our two actors playing the couple to have a dinner date in which it turns into an argument in which
ends in the woman throwing a glass of water over the man and him then storming off. We filmed
this with blue dim lighting to cause a silhouette effect however still allowing the audience to be able
to see their facial expressions. Whereas at the end of the music video; our final scene was the couple
to be in an art gallery, where the man who is a photographer; shows the girl the photos he took of
her. Within this scene we created a much more stereotypical loving romantic moment, in which our
male actor had his arm wrapped around the girl's shoulder to signify their relationship in this video
ended on a happy note. I feel as if we achieved this stereotypical relationship we wanted especially
through our use of romance, fights and the typical things that take place in a relationship.

3. My intention across my campaign was to appeal to the lifestyles and attractions of the target
audience by understanding the creative ideas that are now popular in today's generation. As a group
we have chosen to reflect the edgy band demographic through the way of how they have been
designed to provide the needs of the audience for example the need to feel part of the artists
community of followers. The use of the cardo font, created on the digipak and website design which
is also reflected in the social medias used which allow for the artist and followers to be part of the
same community and relate and connect both things together. Following on, the use of social media

4. will allow the audience to have the instant gratification of being in touch with the artists movements
and releases making them feel special and unique. This all feeds into theorist Richard Dyer’s Star
persona where the star is the commodity which is then sold to the consumer.
Furthermore, a way we used our branding was to make sure our social media, digipak, and video
together, we did this by giving our band a clear personality which gives our audience something to
relate to. We did this with lighting colour techniques. For example, we kept the same sort of colours
throughout such as warm yellows, oranges, and pinks, which also matched to our digipak which was
also vibrant and bright. We also related our lyrics to the digipak and the video. For example, on the
chorus words “Let's go back in time” We had flashbacks of our lead singer going back in time with his
girlfriend and then on the digipak we related this with having a clock in silhouette in the background
of the album cover, we finally linked this to our Instagram (social media) within the captions by
counting down the days till album release. By doing this we created a theme throughout our
campaign of bright colours, theme of time and happiness and edgy vibes to the band; this will
hopefully conclude in the band becoming recognisable and help it grow to a larger audience.

5. Our music video portrayed a relationship between a man and
woman; who go through their difficulties of their relationship,
and the audience can see the good and the Bads of
relationships; which is very stereotypically easy for our
audience to relate to. Providing scenes with the couple
arguing, the couple loved up whilst also having this warm band
moments in the middle with using diverse colours from when Hes with the girl, such as pinks, yellows
and oranges creating this utopian effect for the audience to relate to. Audiences may watch this and
take pleasure in the relatable scenes that provide the normal things that go on in young couples lives
in the real world. They can understand the relatable lyrics about ‘moving on, from love, when we were
young.’ Our social media page continues to explore the relationship with the man being a
photographer of the woman and we illustrated this by uploading pictures that he ‘took of her’ with
her under golden heavenly lighting; implying to the consumers that she is his eutopia. Our social media
also follows the band, and them having fun, messing about, and practicing, we also uploaded behind
the scenes, letting the audience visualise how our video was created.
The digipak engages our target demographic of this cool vibey band that are very chilled out and have
a clear essence of fun. Within our Album cover we featured a message from the band to their fans,
using colloquial language such as ‘hi timers...!” This would give the consumers a sense that the band

6. was directly communicating with them, making them feel as though they had a personal relationship
with the band and become more obsessed. The back cover of the digipak, as well as other posts on
the social media pages, offer a more formal and informative tone, giving audiences much needed
essential information such as access to social media pages, record label information, Song titles. This
information is important as it helps to push audiences to access the right sites online, and social media
websites, increasing their profit and therefore leading to increasing their profit.

7. In my analysis of real pop videos, as well as reading the theories of theorists like Goodwin, the genre
we wanted to create a fun pop video. We typically created through use of warm colours for lighting,
fast paced editing, fun movement around the space, and some sexualised movement of women. We
wanted our artist to be quite mainstream and popular but also have an edge, so we decided to
conform to many of these conventions by having our lead singer dancing around the space;
particularly in the chorus when the band were supporting him, he was dressed in laid back,
comfortable however stylish clothing; with many wide shots of him dancing and grooving around the
set space. We replicated this stylish, cool imagery in the digipak. However, unlike the related videos
by artists such as One Direction, or Two door cinema; we did not feature certain things such as dimmed
out lighting and haze as we wanted to create a warm effect rather than an eerier one more like artists

8. like Lana Del Ray. We had a completely white set, with some bright warm lighting such as pinks,
oranges and yellows which made it feel more fun and warmer, rather than dark and eerie. We
deliberately chose to be conventional in this respect because we wanted our video to be relatable and
as Theorist Steve Neal says audiences quite like the idea of repetition and relatable genres that are
easy to work out, as it makes it a fun feeling and an easy watch.
In social media posts by real artists such as Two door Cinema Club, we found that a lot of indie/pop
artists often post images of themselves on tour, hanging out with the bands, or video updates on when
their new songs are released or when they are going to go on tour. We felt that it is important in the
marketing materials for an artist to have a clear genre portrayed as this then sets expectations for an
audience. So, we featured posts of our band practising in their relaxed garage sort of room, we posted
pictures from when they are going on tour and posted pictures of them having fun on set and the bts
of the shoot day for moving on. With us having the band conventional chorus bit where they are
messing about the space, with warm lighting and having lots of jokes; we wanted something to
contradict this which we did through including a photographer in a development studio in dark red
lighting, hardly being able to see Fabians face; and this created a more unconventional feel for the
video, as It was much more dark, eerie, and less like the typical music videos we had found in our
analysis. We felt this communicated a suitably more unconventional pop tone to the band, as well as
creating a relatable and more fun feeling in the chorus moments with the whole band.

9. In conclusion, we succeeded in certain areas, but could have improved in other areas. I think we
could of made our social media and digipak much more creative, as I feel it did not completely reach
what we wanted to create; however I do think we created a both unconventional and conventional
music video; which is known to be difficult, however we achieved this through the work we put in

10. such as our research into pop bands and then taking stereotypical and counter typical aspects and
including both in our video.