Final Media Products

Evaluation

Q1: In what ways does your media product use, develop or challenge forms and conventions of real media products?

For my A2 Advanced Media Portfolio, I chose to produce a music promo package for the song '9 Crimes' by Damien Rice. I took the original song, through the use of YouTube and YouTube Converter and formulated my own version of a narrative. I used the process of analysing the song lyrics to invent a narrative which made sense accordingly. 

In order to create my final products, I first had to go through many stages of planning and research. The creation of my music video required research into certain genres, target audiences and general conventions that allowed audiences to relate to what they were being shown. After creating my music video I also created a DigiPak including a six-panel album and a poster for my artist and which would, in reality, help to promote the products. 

In order to create a professional looking final product, I first needed to ensure that I had a full understanding of what was expected from a music video. I found that my research aided me in finding certain conventions which were the source of all audience expectations and used these as a way of deciding which conventions I wanted to incorporate in my own work. Within a music video, audiences would expect to see aspects such as a singer/artist, music, performance, lip sync, editing (usually rhythmic), narrative, cinematography, editing and mise-en-scene. For example, within the indie rock genre there would be common elements that would be seen by the consumers: low-key lighting, rural settings, performance elements from the artist parallel edited with scenes from a narrative and very little costume change. 

To understand this specific genre conventions in more depth, I looked at other artist music videos such as Damien Rice, Arctic Monkeys and The Killers.

Within my music video I tried to make my work look as aesthetically pleasing as possible and so I used my research to find conventions that I could follow to make the connection between the genre, the media text itself and my product.

In my research I found that the narrative is an extremely important factor in indie rock music videos. Therefore, in order to make sure I could devise an accurate narrative that related to the lyrics and would help the audience understand what was going on a lot more, I created a short lyric analysis.

In my music video, as well as the narrative I also had to take into account other elements of mise-en-scene and cinematography. In relation to the mise-en-scene, I dressed my artist in bland colours such as black, white and grey - this was because I wanted his clothes to reflect his life and the relationship he is currently in. I also chose not to use any make up or hair products in this video too as I wanted the artist to look as natural as possible, this is because this would enable him to look a lot more pale and run down in order to show the effect this relationship has had on both the male and female role. 

The settings in the music video are rural areas such as a normal quiet street and within the home of the artist. This is because it is conventional of indie rock music videos to use low-budget areas for their surroundings and so I used this convention to my advantage as it also keeps the focus solely on the artist. 

The lighting in my video is low-key. I chose to do this as the tone to the song and the narrative is sombre and I felt that the lighting being shown in this way would add weight to the idea of having a darker tone. I also used a filter on my music video as a way of darkening the outside clips and allowing there to be a specific effect on the audience as I wanted them to understand that this couple is in trouble and that the two individuals are struggling. 

Damien Rice - The Blower's Daughter

My Music Video

In terms of the DigiPak, I had to look at existing products in order to fully understand what it expected and which elements I need to include. After researching into other digipak's I had found what was important to incorporate. One aspect of a digipak that I noticed is that the fonts, colours and images all tend to link together across all media platforms in order to create continuity and familiarity for the audience. I also found that normally, digipaks within the specific indie rock genre have a certain look in relation to their colours. A lot of them use an array of browns, yellows and whites as their main colour, and so I used this in mine too. 

Existing Products

My DigiPak

Q2: How effective is the combination of your main products and ancillary texts?

For my digipak I chose to use the same colour schemes etc. to create a house style. I also used my artist on all of my products in order to link them all together. I decided to choose 'Sleep Don't Weep' as my album's title as it is a song lyric by Damien Rice which is incorporated within a song which is about forgiveness and believed it would fit well when considering themes of my music video. 

Audience Feedback

As I wanted audience feedback for my music video, I decided to send out the youtube link to my finish product to people within my target audience and asked them to comment on the lip sync, the genre, the editing, the camera shots, and what they thought that narrative was trying to portray. Below are some of the responses I received:

Overall I am extremely pleased with the responses I received as they easily recognised the genre and what they narrative was trying to tell them. They also commented on my camera angles and seemed to be pleased which means that the target audience as a whole is likely to be pleased with this too.

Therefore, I believe that this demonstrates that my products are effective as it portrays a clear message and also allows the target audience to make sense of the song whilst being aesthetically pleasing too.

Q3: What have you learned from your audience feedback?

After completing the final draft of my music video, I decided to share it with a select group of people from within my target audience. I did this by both sending them the link on YouTube and also screening the music video as a way of being able to see their initial reactions. Overall, I received a lot of positive feedback as some people had said they enjoyed the song a lot more with the narrative I had created and also that they liked how well the lip sync worked and that the filters did help illustrate the emotions of the artists.

In order to gain more audience feedback, I conducted a survey which I then shared on social media. Although I only got 4 responses, they were really positive and 3 out of 4 of the responses were from people within my target audience and so I believe these responses are extremely relevant. The responses I gained are as follows:

Overall I am really pleased with the responses I have received. They have all quickly and easily recognised the reasoning behind the narrative and effects I have used as well as being able to highlight the genre I have chosen to work with and its conventions. I believe that this demonstrates that my products are a success within my target audience, proving that I have successfully created realistic media products.

Q4: How did you use media technologies in the construction and research, planning and evaluating stages?

Music Video Edit 4