The document discusses the creation of a music video and promotional materials for Ed Sheeran's song "Lego House." To appeal to both pop and alternative music fans, the creator analyzed conventions of both genres from artists like Amy Winehouse and Kings of Leon. They incorporated conventions from both genres, like close-ups and lip syncing from pop and emotional shots and a darker tone from alternative. Feedback was gathered at various stages to help shape the work to the target audience and ensure the video, advertisement, and album packaging formed a cohesive brand identity through consistent colors, emotions, and styles. Viewers were able to connect the emotions and intentions across the different pieces, showing the brand identity was successfully established.

1. 1) In what ways does your media product use,develop or challenge forms and conventions
of real media production?
For my media product i have decided to create a music video and promotional material for
ed sheeran's first number one single lego house from his first album Plus. when looking at
some of the key conventions of media such as genre it is slightly difficult to place Ed sheeran
in one genre due to his unique style of both alternative and pop he is placed into a subgenre
called alt-pop. When we look at Ed's fans they are mostly split into two groups the first being
people who mostly like pop music and the others who are more into alternative due to this it
was a challenge when creating my product as i have to not only be unique but appeal to both
types of genres and people. To solve this problem i looked at pop artist and looking at the
conventions of their genre the main artist i looked at was Amy Winehouse, when watching i
would take note of the conventions of her music videos and genre. After this looked at the
alternative genre of bands such as Panic at the disco and Kings of leon, i would also take
notes on their genre conventions. After i had all my notes i would then use them notes with
my others to help influence my design for my music video. But to make sure my products
where not just copy and pastes of other artist videos mashed together i took the information i
had on both genre conventions and then followed some with my own creative design and
ideas but others i would challenge and go against to make my music video stand out and be
different from the crowed. For the three areas of my product; music video, advert and digipak
i looked at different areas to look at the different ways genre conventions are used to attract
and pull that genres audience.
Music video
In order to create my media product to a industry and effective standard i have had to use,
challenge and develop may different forms of real media conventions. To analysis my own
work to see the conventions i have use challenge and developed i have looked at the
theory's from Andrew Goodwin and applied it to my own work i then will compare this to the
music videos i have previously done in my research stage of my product. In Andrew
Goodwin's Theory his points are broken into multiple areas the first of these being music
videos demonstrate genre characteristics, an example of this stage performances in metal
videos or dance routines for a boy band music video it is things which the audience of that
genre expect to see. As my chosen artist is both pop and alternative it was difficult to try and
apply both of these genre characteristics in my music video as pop music videos are more
up beat and normally are shot in public with a lot of people or public present, whereas
alternative music videos are more emotional and the artist is more alone and secluded. As
you can see both of these genres are polar opposites when it comes to what their audience
are expecting to see in the music video. Because of this i had to sit down and think what i
was going to do to solve this issue in the end i analysis some key elements about these
genres and then i took this information to make a unique and different design with both
genre characteristics. For example i looked at music videos for both genre the first being
Kings of leon for the alternative and looked at what you see in there music videos like types
of shots, is there more close up in emotional songs or is there always shots of the full band
doing something in the video. After this i looked at amy winehouse video and looked for
genre conventions so i could combine them with the other conventions of my other genre to
make my music video correctly and pleasing to both sides. But when i did this i thought i
should appeal to the side with the great audience as it will be easier to help my video gain
attention and success.Firstly i looked at which had a larger audience and after my survey
and my own research pop came out with the larger audience, because i wanted my product
to be as popular as possible i created my product with more pop genre conventions to

2. appeal more to the larger audience. Although i still wanted my music video to be more
alternative in style when i was shooting to make my video more unique, because i wanted
this and i choose to have more pop conventions my music video was going to come out as a
hybrid of the two genres. The key thing i had to make sure was the video didn't just become
a mess which the two genres audience couldn't follow. One pop convention which i did
adhere to was close ups of the artist and a lot of lip sync but when shooting i made sure that
my music video was shot not only in black and white but was more emotional and had more
of a darker edge to it. This was to make sure i am still applying conventions of both genres to
my music video and appealing to the maximum audience i could.
Q2) How effective is the combination of your main product and the ancillary text.?
When creating my main product and my ancillary text i need to make sure someone could
look at all three and see a clear connection. The best way for me to do this was to create a
brand identity by using the same colours, having the same overall emotion and setting in all
three of my products. Firstly i need to create a brand identity with between my video, my
advert and digipak i started to do this by make sure the colour scheme in all three of my
productions where the same orange black and white. I selected these colour as my artist is
well known for his ginger hair and as thas the colours are near twins, the use of it thought all
my products would be really good at combining all my work together and the prebuilt
automatic recognition of the colour ginger and ed sheeran to my work. I also use white and
black to contrast in my video for my overall sad emotion and black and white in my digipak
and advert to express the emotion in the video with the sad expression in the gloomy advert
and digipak this help connect the three materials as one. Colour recognition is very key in
success as it helps distinguish your brand from others. In all my products i used powerfull
shots of simitrie or scenery to help push the emotion in all three products but also to show
that the emotions and design are the same throughout each. When a viewer sees all three
they can link the colours and the design together and understand that they are all linked and
connected. My overall idea was to show the hidden emotion in the song by shooting the
video in more of an alternative style as it would allow me to express the emotion better then
shooting my video in a pop setting and style. I used this style throughout all three pieces as i
wanted the audience to connect them and also to let the audience see the advert and get a
light understanding of the video and what the album layout would be like. This is useful as
my target audience for my design and layout will see the design on the advert and be able to
think about what my video is going to be like and push them more to go watch it. In the
alternative shooting style i could be more dark and close up on my models to see the raw
emotion and this was key to get my initial idea of showing hidden emotion and also creating
a brand recognition combined with the other elements throughout all three elements of my
product. Overall when i look back at my finished product i am happy to say that i believe i
have successfully used all my methods to create a brand which a viewer could see and
know what its and be able to connect one piece of my work to the other. Proof of this is when
showing my advert and digipak to classmates and other people they could see the emotion i
was trying to express within and they also could see the emotion in my music video. When
asked if they would connect these three pieces of work together in design and emotions they
said yes, thus proving i have created a brand identity between my works. Although when
looking at the feed back i have received on my music video people were able to
automatically see the emotion in the video and one person even understood why i had shot
in this way to push this certain emotion. Although these people had not seen the other two
areas of my work they were successful in finding the same emotion of them in the music

3. video they also have an understanding of why i have designed in such a way to bring that
emotion out in all stages of my work. Due to the fact people can understand in both sections
of my work why i have done something what what is trying to suggest and also recognise the
emotion and design choice is is apparent that both pieces of work are connected and an
another audience member could do the same when trying to connect them on these
forementioned grounds. I believe my finish product has met up with all my original
expectations i had and all my desires i wished to for fill by the end of the creative process
over looking my work i believe there is nothing more i could have done or added to create a
greater or stronger brand identity between all three pieces.
Q3)What have you learned from your audience feedback?
I have learnt that when creating my products from the earliest stages up until the end
feedback was very important and pivotal in my finished products being successful in not only
being up to s industry standard but be effected in there job, for instance the promotional
material being able to appeal to my audience. In all steps of my total construction of my
products i have taken audience feedback into consideration three key times which helped
me push my creative process in the correct direction. The first time i asked for audience
feedback was when i was creating my understanding of my target audience which would be
key in creating a music video and promotional material which is successful. The ways i
gained this feedback was through me asking friend and classmate's a set questions of what
is there gender,age,genre of music they like, how long they listen, do they like music
video,why do they like music videos, what do the expect to see in their genre videos. After i
gained this information from my friends and classmates i took note and recorded my findings
of the most popular genre what they expect to see and more. I then took my questions and
place them in a survey and sent it out to the internet to get feedback, this information was
then collected and combined with my previously noted information to get an understanding
of my audience. Without out this information i wouldn't understand the average age of my
audience what is the ratio of males to females and what they expect to see in their chosen
genre music videos, and without this i couldn't create my music video or promotional
material to suit my audience thus creating a video which doesn't appeal to its audience
making all of my production a fail. This type of information was what allowed me to create a
audience profile which was key in understand how/why and what i should do to make my
music video and promo material attract the audience of my genre. The information i received
in this first step of feedback showed me that my audience is mostly men with a favour toward
the pop genre but also the alternative genre aswell, with this i complained conventions of
both genres such as the close ups of the singer to create a link in the audience's mind with
the music and the singer(brand recognition /pop genre) and the isolated and moody shooting
and overall theme of not understood of alternative. The next key thing i learned was that my
audience does watch music videos to see the artist/ band but not for long around one to two
hours per day. Because of this i knew that i needed to show my model(artist) greatly
throughout the video so the audience who do come to see the artist would use that one to
two hours watching my video as the artist is shown more than say another video. Making
sure my audience is seeing my music video although the way is key in it being successful
thus it is key i do anything i can to make sure they do such as more artist on screen.
Although i knew my audience wanted to see the artist in the music video i didnt add him on
the promo material to allow the emotional overlayer i placed on top complaint with the
viewers curiosity to pull my audience in as i thought it would be more effective. Lastly when
creating my video i decided to use a male model to be more appealing to my more male

4. audience as i believe they will be able to connect with the male leads emotional issues. The
next audience feedback i was give was when asking for my friend and classmates feedback
on the rough cuts on my promotional material and music video, this information was very
important in the mid stages of my creative process as i was able to see what was working at
what wasn't. This feedback allowed me to change remove or add elements to my products to
make them more appealing to my target audience. When i asked for feedback i would take
notes on what was said from each person and then go through each note and make edits to
the material if i thought the feedback was grounded in fact or correct. Although i did not let
this control my creative process as i change what i thought was correct with the feedback
and nothing else. Without this feedback i could have made huge errors in design choice
which made it into my final product which could cause huge issue with the effectiveness of
my product. Final my last feedback was on my finished product where i got classmates and
the internet to give me feedback on what they though out the finished product. This was
important to see if i had achieved my goal of creative a music video for my chosen genre
and also that it appeals to my target audience. The feed back from my classmates was
useful as i was able to see if the music video flows and works to make my music video
successful when uploaded, it also allowed me to see if i needed to make any last min
changes to the products. The feedback from my audience on youtube key in me understand
that my target audience enjoyed my music video and that it had appealed to them as
theorists. With the feedback i gained it is clear to state that my target audience not only likes
my video they enjoy it due to this i have achieved my original goal of creating the successful
music video for a chosen genre. I am happy with my final product but if i was to do it again i
would have gained more feedback more regularly to make sure i am staying appealing to my
audience, my final product did its job but i could have always tried to do more to make it
more appealing to my audience thus making it more effective