The music video evaluates Erica Shine's song "When Will it End". It uses typical music video forms like a solo shot of the artist and narrative sequencing. However, the lighting differs from conventions. Close-ups focus on the artist throughout to follow the narrative and make her the main character. The story depicts female stereotypes of being emotional. Feedback found the editing was best but lighting could be improved, and it was more suitable for YouTube than major channels due to quality. The genre was correctly identified but could have been reinforced more.

1. Evaluation of My Music Video<br />My music video is ‘When Will it End’ By Erica Shine. <br />My music video uses the forms and conventions of real media products as it has a narrative sequence and a solo shot where the artist is focussed on. This is common within music videos and is what made me use the idea as it is typical of music videos in this genre. The lighting differences are not of the general forms and conventions with in music videos so this challenges it. The close-ups that are within my music video are also in use of the forms and conventions as this is within most video and is within mine as there is a focus on my artist and it follows her within the narrative sequence as well centring her and making it known that she is the most important character. The story of my music video (narrative) also conforms to the forms and conventions of real media products as it follows the ideas of how women are seen as emotional characters. This is specifically shown in the scene at the window and is typical of the female gender stereotype. <br />I think that my music video, my magazine advert and my Digipak work well together by showing a consistent theme throughout them which links to the genre stereo-types surrounding blues and pop. The song is very mellow and about love so I was able to use a darkened theme throughout to match the themes and lyrics of her songs, which are mainly about relationships. I used the black and white shots in my music video to convey the bad times as she would have seen them and the fighting through the pain idea. This was then moved onto the Digipak and magazine ad as it is the general theme of her album. And I have shown below the similarities and the consistency I have used to get this idea across throughout my texts. I had the use of grey to be added into my Digipak so that the colour scheme was kept. I think that although the colour scheme and theme throughout was held well on my project that the colour used in my magazine advert brightens up the whole thing and looks a lot nicer so should have been used on my digipak as well this would still keep the consistency as well. I also think I should have made the cover more eye-catching as this is the selling point of the digipak, along with this the inside of the case is plain which I think works well as it is the inside which is less important than the front cover. <br />285750952542005259525<br />This is the front and back of my Digipak which contains the themes colours. This is from my music video and all the narrative shots are Black & White. <br />I also kept a lot of pictures of the artist involved in both ancillary texts as there is a demand from the record company for lots of close-ups which I also used within my music video.<br />This close-up is from within my Digipak The close-ups of my artists is also shown in the advert magazine I made.My music video has close-up shots throughout the chorus and is focussed on within the narrative.<br />Using the artist largely in focus throughout my music video and ancillary texts has worked well meaning she is constantly in focus and shown as the main person however using a more artistic approach with other images could have been interesting to as this is sometimes related to the genre however I feel my products work well altogether.<br />I collected my audience feedback by using surveymonkey.com and sending out the questions to people within my target audience which is the general blues/pop genre. Throughout this I have learned a lot about how my video was perceived and why it was. Within in this feedback, a lot of information has been found on my music video. This will help me to evaluate my work not only by my point of view but also of audiences. For starters out of the people that did my survey 80% of people thought the best aspect of it was the Editing. I also found out that the thing that I could have improved on most was the lighting within my music video which 60% of people selected, I had also thought that my lighting needed to be improved in my narrative scenes as a most of it had been filmed at night and wasn't as clear or as a good quality as it could have been and this would have been something I would have changed if I had had more time on the project. Everybody who took my survey said they liked it however when asked where it would be likely to be shown everybody selected YouTube rather than main music channels, this shows that they thought it was good but not professional enough to be seen as an actual music video. I think that the issue with the lighting and quality of some shots let my video down a lot and contributes to the YouTube location. To be shown on the television and on music channels the shots would have needed to be a lot better quality as well as not having the amateur aspects shown within it such as the car in the window sequence which stops it looking as professional and the poor lighting as well.<br />Out of the people I surveyed 75% of people where able to select the correct genre that my music video had been aimed at which was shown by the song as well as the micro aspects of my music video, this was clearly taken as intended by the viewers and means that I have used the micro aspects of my video to create meaning well. However there are a few people who were unable to select the correct genre and chose ‘other’ instead this means that although it was generally clear I could have used more aspects to back up the genre and enforce the stereotypical quality’s of a blues/pop genre. My audience feedback has helped me as it has made me see the quality’s that my music video has as well as all its faults. I know that if I were to do another music video I would put more thought into the lighting a timing of my filming as well as the storyline and shots that I wanted to use so I could make the video higher quality then it is.<br />Throughout the making of my music video and ancillary texts I have used numerous media technologies including the construction, research, planning and my evaluation.<br /> <br />Research<br />Throughout my research I have used Word - to document my research and to take notes on important information needed. I have also used the internet to look up my artist, genre stereotypes and used YouTube to look at music video styles for ideas. <br />Planning <br />In my planning I have used internet web 2.0 to look at band sites and use social networking sites. This was to help me choose a band or artist. I also used Photoshop and word to help create my story board and to write out my proposal and treatment. I used slide share on the internet to upload the work I had done and used a HD Camera for my test footage. <br />Construction<br />In construction, again I used a HD Camera to film my footage and a tripod to help the quality of it. I also had to use a blue screen and additional equipment within the television studio to create effects. I used a media player so I was able to play the track and adobe premier to lip sync the shots. I also used Photoshop a little for the creation of the hearts and other parts. I had to use conversion cables to transfer the footage I had done and the internet aging to upload my footage onto slide share, Ning and YouTube. <br />Evaluation<br />For my evaluation I had to do a presentation and written version to upload to my Ning. For this I used power point and word to create the documents. The internet; YouTube, Slide Share and Ning and for my evaluation I used Survey monkey to make my survey and facebook to advertise it to the right genre.<br />Overall I think that I have done my project well and am quite happy with the way it had turned out however through every production new things are always learnt so there are some things I would have done differently to help make the shots and images I used to look more effective and more professional. I would have spent more time on planning as well if I had a chance to re-do this so that things were more planned and would have found it easier to keep to the deadlines I was given. I would have also liked to have worked with the unsigned artist herself as then I would have been able to learn how to work with others demands and this would have been harder to create something they would like and it also to be my work, I would have found it challenging but this would have been a good skill to have. I liked working independently on my project as it went I had creative control throughout my project. <br />