The document provides details about the development stages of a music video and CD cover. It describes experimenting with different designs and taking inspiration from artists like Coldplay. The final products featured a robot shadow design with varied colors. Feedback indicated more locations should be included in the music video. Analysis of the project showed how technologies like Windows Movie Maker and PowerPoint were used for planning, while feedback was gathered through Word documents.

1. Music Video Evaluation
By James Cummings

2. CD Front Cover
Here is my development stages that I have gone through to get to my Final
product. What I have tried to do is create a simple but effective CD Cover, I have
looked at artists such as Coldplay, The script etc to gain inspiration for my CD
Cover.
What I have done is gone for a simple back ground but done a robot shadow kind
of thing with different colours to catch the eyes of my audience. This isn’t
something a normal artist does but that what I have tried to do and go
unconventional for my type of genre which is good because my song choice isn’t
normal so this way I also have a link between my music video and CD Cover
which I think the audience will really connect with.
Stage 1 Stage 2 Final Product

3. CD Cover Back
Here is my development stages that I have gone through to get to my Final
product. What I have tried to do is create a simple but effective Back CD Cover, I
have looked at artists such as Coldplay, The script etc to gain inspiration for my
Back CD Cover.
What I have done is gone for a simple back ground but done a robot shadow
kind of thing with different colours to catch the eyes of my audience. This isn’t
something a normal artist does but that what I have tried to do and go
unconventional for my type of genre which is good because my song choice isn’t
normal so this way I also have a link between my music video and Back CD
Cover which I think the audience will really connect with.
Stage 1 Stage 2 Final Product

4. Inspiration for CD
Cover
Here is some of the CD Covers I looked at to give me inspiration for the CD
Cover I made. For Coldplay I looked at the way they have used different
colours to create a figure, this is something I through looked really good every
though there isn’t something amazing but still stands out.
I also looked at them all for the type of background they have to make sure the
colour figure I am going to create works, I have gone for a natural green colour
which matches with mostly every colour to make the figure stand out. My
inspiration normally came from Coldplay however I have tried to go for a
larger scale than Coldplay.

5. Andrew Goodwin's
Theory
How to analyse a Music Video
Andrew Goodwin's theory is all about how to analyse a music video. Andrew
Goodwin identifies 5 Key aspects of any music video that we the
audience should look for when watching a music video.
8. Thought beats – seeing the sounds
9. Narrative and performances
10. The Star Image
11. Relation of visuals to song
12. Technical aspects of music video

6. Thought beats – seeing
the sounds
Andrew Goodwin’s Theory believes there is three stages that through beats -
seeing the sounds requires.
Step One: The first step is to looks at the music itself. We must take into account
the structure of the song. E.g. Intro, Verse, Pre-Chorus, Chorus etc.
Step Two: The second step is the Voice of the song. The voice of the singer is
extremely unique and can form a certain identity for the singer and can create
trademarks that work well with the stars image.
Step Three: Goodwin points out the artists mode of address. Many songs such
like Katy Perry “The one that got away” and Foo Fighters “Walk” can be seen as a
story and the artist is the storyteller. This makes the music video a two way
communication device, this way it tells us a story and a song.

7. Narrative and performances
Songs fail to give us the complete narrative.
When listening to a song we only tend to get the gist of the meaning of
the song and tend to make up are own idea of what the song is about by
what we are told.
Goodwin explains that music videos should ignore the common
narrative. This is because it is important in their role of advertising.
Music videos should coherent repeatability. Narrative and performance
work hand in hand it makes it easier for the audience to watch over and
over without losing interest.
The artist acting as both narrator & participants helps to increase
authenticity however the lip sync and other mimed actions remains the
heart of the music video. This means the audience needs to believe it’s
real.

8. The Star Image
Andrew Goodwin’s third key aspect is the star image, The star image is a virtual
aspect to any music video.
A Mega narrative which is a big story that will describe the star over a period of time
and his/hers development as well. It has an important part to play in a music video, I
think this is because it give the audience a person to connect with through the music
video and makes the video more interesting if you feel you know their past and
makes you believe you have gone through everything they have gone through with
them.

9. Relation of visuals to
song
There are three ways in which music videos work to
promote the song.
Illustrate – Music videos can use a set of images to illustrate the
meanings of lyrics and genre, this is the most common.
Amplify – This is similar to repeatability. Meanings and effects are
manipulated and constantly shown through the video and drummed into our
vision.
Disjuncture – This is where the meaning of the song is completely
ignored.

10. Technical aspects of
music video
Technical aspects hols the music video together through use of camera
work, movement, mise – on –scene, sound, editing etc.
Speed, camera movements, editing, cutting and post productions are all
forms of use of camera. Lighting and colours according to Andrew
Goodwin helps set the mood e.g. dark lighting will set a depressed,
upsetting scene. It also emphasising key moments of the song and
dramatic effects.
Mise-on-Scene, the settings of music videos is vital, it needs to look
authentic to attain professionalism. Beats, music videos cuts to go with
the beats or rhythm making the video more entertaining.

11. How my Music Video compares to
Andrew Goodwin's theory.
The star Image in my Music Video
Because I have three singers in my music video I have had to give each of
my singers a spot to shine in the music video. I have separated the song
so that each person get a chance to have a star image. Andrew Goodwin
believes that each music video has a star image and can create a story of
the star.
However, mine does really do that because we are just making fun of
something, this however is showing three guys having fun really. You
also don’t see the characters develop over time until the ending when
you see them all together at the end playing and ending the song.

12. In what way does your media product
use, develop or challenge forms and
conventions of real media products.
In my music video I have tried to challenge the normal conventions and also I
have tried to do a spoof of the normal white background boy band style that
every normal American band. I have not done the conventional approach and
moved from different scenes and seen loads of different people and over
exaggeration that story what my music video has done is done a spoof about
that all of that and just shown me, lee and Ryan having a laugh. This is
something that my target audience will hopefully connect with because they
have all thought of this but we are actually showing them what they have
thought of for years.
However, my Music video has also developed the normal conventions of a boy
band doing a music video that means something, my music video is showing a
story of three lads that find song funny, this is kind of following the convention
that a boy band again is telling their target audience a story.
I have also used conventions such as the same type of camera shots, and slow
motion shot which typical music videos of my genre use, I thought this is
important to use purely because I felt if I go too unconventional it make look to
cheesy or abit stupid and may put my target audience off.

13. How effective is the combination of your
main product and ancillary texts?
Products
On my media products such as CD Covers, Back of the CD Cover,
The actual CD and the poster. I have made sure that the name of
my band and the title of the album is one every single of them.
This makes all my products joined together.
All of these products have had the same type of theme green
background and colored figures. This is a theme that I have
wanted to continue the whole the way through the products.
For the fonts on my product I have tired to keep the same fonts
through most of my products this way I will be have a connection
all the way through to products and hopefully people notice.
The background of my products are all low lighting dark colours
I have done this for a reason and it is to make whatever else is
bright stand out more and make my products more eye catching.
The colour scheme I have really thought about and on all my
products such as CD Covers, CD Back Cover and the CD I have
kept the same background so it again make a connection through
the whole products.

14. How effective is the combination of your main
product and ancillary texts? Continued ......
Music Video
On my music video I have kept the location really in about three locations
only to the fact that on most American boy bands they normally stay in one
place so what I have tried to do is take the fun of it and do the same but do it
wrong. This is something that I think works.
At the beginning of the music video I have put the title and the name of the
song at the beginning. Most music videos do this it creates a link between all
of your products and helps the audience recognize the music video.

15. What have you learned from your
audience feedback?
Katie McDonald : “It’s funny but needs to be in more places”
Emma Bailey: “Made me laugh but needs more locations”
Ryan Bedson: “I like it just needs more things going on, but other than
that very funny”
Ryan Gittins: “Mostly in one place but yeah its good”
Most of my feed back from my friends and media class mates are that I
need more locations in my music video. During my music video I have
stayed in two – three locations but that is purely because I am trying to
make the fun out of the American music videos.
If I had more time I would probably research loads more American boy
band videos and probably trying to make my music video and a new
way of adding new clips to the music video and listen to my feedback.

16. How did you see media technologies in
the construction and research,
planning and evaluation stages?
I have used Windows 7 version of Windows movie maker. I have
chosen to use this program because I have experience on this
program and didn’t want to waste time getting use to the
program when I could use windows. This may not offer as much
as and iMac which other people may use but I found this easier
for me.
Windows Movie maker also was helpful for me when I was
creating a storyboard for my music video because you can set it
as a storyboard style which allows me to put pictures on there
and I can see easier how my music video would go and if it
would work I found this easier than writing it out or drawing it
out on paper.

17. How did you use media technologies in the
construction and research, planning and
evaluation stages? Continued …….
Other programs that I have used is Microsoft PowerPoint and Microsoft Word
which I used at different stages of the project. I used PowerPoint when I was
researching to create a PowerPoint showing my how I have got my inspiration
for most of my products.
I also used Microsoft Word to create questioners and used it to write down
feedback. Both were very useful through out my project.
I have also used firework to create all my products. I used this so I could create
Ancillary texts through out my work. I then also used fireworks to make things
bold and stand out.