The student researched music videos in various genres to inform their main project of creating a dubstep music video. They analyzed elements like lighting, shots, and themes that were common across popular music videos. Feedback from their target audience of 16-25 year olds in South London confirmed dubstep as the best genre. They created original photographs for their project and modified them based on feedback. Two ancillary projects were also created, applying lessons learned from reviewing professional models and receiving audience feedback.

1. A2 MEDIA STUDIES ADVANCED PORTFOLIO RESEARCH & PLANNING CENTRE NO: 11049 ST FRANCIS XAVIER COLLEGE

2. My names is: Christianah (30018615)

3. My main portfolio project is: Music Video with 2 ancillary projects: CD Cover Design Advertisement

4. The genre(s) of my main project is: Genre – Dubstep/ Electropop Target audience - males and females, ages 16 – 25. Katy B – On A Mission

5. So I have researched as follows: My job was to research the genre, and the common elements of a music video. I did this by researching the latest music videos at present via the MTV website and noting down some of the best features within them. http://www.mtv.co.uk/music/charts/official-uk-singles-chart Cheryl Cole – Promise This Will.I.,Am ft Nicki Minaj – Check It Out Cee Lo Green - Forget You Bruno Mars –Just The Way You Are Alexis Jordan - Happiness Nelly – Just A Dream

6. What I learned from this was….. All the videos had cuts, fades, and cutaway shots In every video the artist/actors connected with the audience by looking at the camera as if they were singing at the audience Each video had a constant theme/feel to it Some videos had a change of location and mise en scene, whilst others stayed and at one location. Many of the shots changed in sync with the beat of the song, this happened more often in faster songs In faster songs there were a range of fast cuts, jump shots… In slower songs there were more close up shots and fades. The videos of the song provides connotations that can be associated with the title Lighting of the video was always kept the same so e.g if there was a blue hint in the lighting it was constant throughout the video

7. So I have researched as follows: After researching different music videos from different genres, a particular style of music stood out to me more than other and this was called “Dubstep”. I then looked into music videos under the genre dubstep and viewed the foloowing: http://www.youtube.com/watch?v=ioUE_5wpg_E Drama - is a film genre that depends mostly on in-depth development of realistic characters

8. What I learned from this was….. Although when doing our audience research not many people were interested in Dubstep we found Dubstep vidoes gripping, and as if we had a lot to work with than most of the other music genres . They shared elements such as: The main character was usually the voice over. They used a lot of ‘real shots’ for example on the street or in their house. Making film easier for us. It was realistic and made sense, many films today are made to be made, but many of the trailers I watched showed films which had meaning and purpose. They used a lot more high key lighting depending on the situation They also us a lot of fades and long shots, to show the overall picture of what was going on. Many used point of view shots, as most of these films was about the main character and how everything around them effected them.

9. Elements we will use: We will use a lot of low key lighting We will use a voice over to narrate. A montage of fast clips, to get in as much information as possible A specific clip of each main character to establish who he or she is. A interesting opening shot, preferably a time lapse establishing shot to keep the audience We will also keep a British film theme, so our audience can connect with the film better. interested. What is ‘keeping the British theme’. This is when we keep elements of British film in our teaser trailer. For example we will have shots of typical British culture, children in school uniform, red buses, our open shot will be of London city. We want people watching to recognize the surroundings of the tease trailer. We are not going to try to Americanize/ glamorize our film. We are going to keep it real and near to the truth. We know it is more likely to appeal to our target audience and as our film is between a Thriller and a drama we don’t want to loose the Drama side by getting caught up in our imagination.

10. For my main project…. the target audience is: Target audience - males and females, ages 16 – 25, who listen to urban music, perhaps live in the south of London, and of a working class background. and here is how I arrived at this conclusion: We already knew that our chosen target audience would be teenagers aged between 16- 24 as this is the same category we fall into, making it easier for us to produce a video based on what people of our age would find interesting. As Dubstep is a type of urban music, we believed that our video would most attract people living in the South of London as this is where urban music is most preferred by young people compared to and area like west London. The fact that we believe that our target audience would be from a working class background is due to the view that those living in the South of London are usually of working class rather than middle or higher class.

11. Target Audience Here is an image of how I imagine a typical member of my target audience. Tend to shave their hair into weird styles Fans of boots such as the worker boot or dr martens Tops are usually baggy shirts and t-shirts Trousers are usually ripped shorts/hotpants or plain or patterned leggings Make up usually involves applying lipstick colours such as red or pink

12. What I learned from audience feedback about planning my main task The majority of our target audience aged 16-24 prefered 'Dubstep' music as they found that it is was different and contempary then any other type of music of date. Most important of all 'Dubstep' is a new genre of music that doesnt really have an established or a particular feel or view to it, making it easier for us to work with our connotations and build our own ideas surrounding it. This is then gave us the conformation that Dubstep would be the best genre of music. Our audinece also preferred us to stuck to the costume of an real Dubstep fan as changing it would contribute in preventing the audience from connecting to the video.

13. Here are 4 original photographs for the newspaper or storyboard……

14. I modified each photograph; here is the original next to the final version: Raw 1 Final 1 Here is how I changed the photograph and why

15. And the second one: Raw 2 Final 2 Here is how I changed the photograph and why

16. And the third one: Raw 3 Final 3 Here is how I changed the photograph and why

17. And the last one: Raw 4 Final 4 Here is how I changed the photograph and why

18. What I learned from audience feedback about my main task

19. Professional Model 1 for Ancillary 1 Model 1 What I have learned

20. Professional Model 2 for Ancillary 1 Model 2 What I have learned

21. This is my ancillary task 1 (print or hyperlink) This is how it appeals to target audience

22. This is how key concepts link main task and ancillary task 1 Narrative Genre Representation

23. What I learned from audience feedback about ancillary task 1

24. Professional Model 1 for Ancillary 2 Model 1 What I have learned

25. Professional Model 1 for Ancillary 2 Model 1 What I have learned

26. This is my ancillary project 2 (print or hyperlink) This is how it appeals to target audience

27. This is how key concepts link main task, ancillary tasks 1 and 2 Narrative Genre Representation

28. What I learned from audience feedback about ancillary task 2

29. Changes made in the re-draft of main task

30. Changes made in the re-draft of ancillary task 1

31. Changes made in the re-draft of ancillary task 2

32. How my 3 products work together to appeal to target audience Target audience (reception theory) Generic characteristics Narrative structure Representational issues (gender, age, etc)

33. Links back to evaluation and blog Insert hyperlinks