Full Evaluation of Coursework

8/7/2019 Full Evaluation of Coursework

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Zaibaa Diwan

Advanced Portfolio in media:

Coursework Evaluation


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This is my evaluation..

My name is Zaibaa Diwan. I worked in a group of

three alongside Saliah Idris and Jessica Duxbury, to

create a music video, a DigiPak and an album Poster.


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Question 1: Part A. Video Evaluation.


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As a Group we decided to focus our music video on a genre which is

incorporates two popular genres and combines them to make one. Wedecided to focus on the fusion genre of Dance and R&B. We looked at artists

who have music of this genre for inspiration. Such as the following artists:

Lady Gaga

Usher Chris Brown


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1. Identify the main genre ofyour

music video.


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We looked at the music videos of these artists and also others and we came

up with numerous ideas for our own music video and of what we wanted it tobe like. Our main ideas came from videos like Just Dance I Got A Feeling

as initially we wanted to create a fairly upbeat and dance-y music video.


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2. Identify the key conventions of a

music video using a real example that

inspired you to illustrate these features


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Relationship between the lyrics and the visuals

Where are my Keys, Ive lost my

phone

I love this record baby.


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I see you babe

I know that you want me babe

(I know)


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Relationship between the music and the visuals

Faster pace,

fast visuals

Slower pace, slow visuals


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Faster pace,Fast visuals

Slower pace,Slow visuals


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Has close ups of artist/artists


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Reference to voyeurism

We see her getting ready,

Before the party.

We see him opening the

gum wrapper


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See him preparing

himself before goingTo the party


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3. How our music video has similar

features.


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Both show a Pre-Party scene.

Lady Gaga Just

Dance

Usher Dj Got UsFalling In Love Again


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Both videos show dance scenes, as does ours.

Lady Gaga JustDance

Usher Dj Got Us

Falling In Love Again


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4.How is our video different?


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In order to make our video

different we decided to

create a party environment

where drinking alcohol isntglamorised like it is in other

music videos. In our video

we did not have any drinks

shown, in order to make it

suitable for our audience

and also for a younger

audience if they were to

watch it.


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We didnt have any scenes

of a sexual nature in our

music video. Despite the fact

that there are scenes wherethe narratives romance

being depicted , it is created

through the artist simply

being flirtatious rather than

doing anything sexual.


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We didnt show any chaotic

or violent scenes. We didthis so that our video

doesnt have any sort of

negative influence on our

audience.


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5.Identify the secondary Genre What

Genre did you use?


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Dance

R&B


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In our video you see the

artist entering the party.We see this kind of

scene in many dance

videos e.g. in a Black

Eyed Peas video.

Black Eyed Peas

The Time (Dirty Bit)


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We also see conventions

of R&B in our video withregards to the fact that

we see the artist talking

to his love interest in

attempts to try and woo

her.


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6.KeyFeatures


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DanceWhen thinking about the dance

aspect of our video we looked

at Lady Gagas Just Danceand Black Eyed Peas The

Time(Dirty Bit). We looked at

these videos as they are quite

typical of dance videos. We see

people dancing and close upsof the artist dancing and

performing.

When looking at these videosand others we found that most

have a Pre-Party scene.


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R&BWe have medium and close

up shots of our artistsinging to his love interest.

We did this as it is quite

typical of an R&B videos.

Another thing which adds

to this is the fact thattheyre in different

locations.


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Dance

Most of the dance scenes

in our music video are shot

in medium and close up

shots. This made the room

look more filled and also it

shows the party go-ersenjoying themselves and

having a good time.


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8.How its different.


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R&B

In our music videos there arent any scenes of a

sexual nature. Theres no vulgarity at all. We did this

because we wanted it so that the audience could

watch the video without feeling uneasy due to

anything which may make them feel uncomfortable.


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Dance

In most dance videos where there is a party scene we

usually see a house or other venue completely

trashed. We decided it was best not to incorporate

this kind of chaotic behaviour in our video as we

didnt want to promote this kind of behaviour.


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Album Covers..

As a group we were required to

design and create an album cover. We

decided our album would have a Sky

theme to relate it to the album name.

We decided to stick to the typical

conventions of R&B and Dance album

covers in order to reflect the genres

through the album art as well as our

video.


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Similarities and differences

We used both

Dance and R&B to

create our album

(DigiPak).

Inside 1Front

I

nside 2 Back


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Capital letters

to flag the

artists name

and the album

a typical

feature of analbum cover,

especially withR&B and

Dance albums.

Consistent sky

theme followed

from the front cover

to the back.

However the themealters slightly to

depict different

party lights, making

the hybrid genre

more obvious.


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Having close up images of

the artists is typical of

album panels as it makes

the viewer feel acloseness to the artist. As

the artist is supposed to

be a newly discoveredartist it would be

important for him to have

these shots taken of himas it would benefit him


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Because the name of

our album is Skys the

Limit using the sky

theme makes the panels

consistent. Also thepanel has incorporated

party lights into thus

showing that the album

is a mix between R&B

and Dance

Having names of the

songs on the album is a

typical yet obvious

element of album backpanels. Using the same

font as the front coverkept the album

consistent.


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Having a close up image of

the artist shows the artist

is established in the media.

The single use of colourmakes the album name

stand out. The two differentfonts used suggest the

artist heading in a new

direction with his music.

Listing the songs on

the back is typical of

any album cover. This

is one of the mostimportant and

essential componentsof the album


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Another look at the artists

gives the viewer more to think

about in regards to the albumand its songs and possible themeanings behind them. We

have also done this as he is

supposedly a new artist the

exposure is beneficial to him

as well as stars who have

already been established.

The fact that the artists name

isnt written on the covershows the star is well

established. The close up

enhances the fact that theartist isn't new to the media.The colours used are vibrant

and make the cover stand outwell in contrast to the artists

soft and delicate make up.

The lettering is quite subtle

despite the fact that it is in

capitals.


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Conventions of albums.

Writing is written in capitals and

occupies the corner of the cover which

is empty making the writing stand outagainst that plain patch.

The image of the artist dominates

the album cover, taking up mostof the space. This particular

image shows the artist has an

attitude and is quite rebellious.


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The album cover is quite

plain in contrast to

others but it is still quite

creative. It shows the

artists personality andhis originality.

He is represented by his

silhouette which stands out

very well against the whiteand baby yellow background.


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PosterTo advertise the album we

created a magazine pull-out

poster.

The artists name is in

bold capitals so thathis name stands out

and to make him

known.

The backgroundof the poster

keeps up with the

sky theme of thealbum as well as

incorporating the

party lights ,thus making the

genre of the

album known tothe audience.

Direct mode of

address, the imageof the artists holds

its gaze with the

viewerThe name of the album is in the

same font as it is on the album

cover thus keeping it consistent

and also it is in a colour which

stands out well against the

background.


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Q2: How effective is the combination of

the main product and ancillary tasks?


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Branding

A brand is a particular make of a product thus making it unique. A brand

means it becomes known, this works with artists/bands.

Chris Brown has made himself knownthrough the font in which his name is

written on most of his albums.


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The Heartagram and H.I.M

H.I.M is a rock band which is well known because of

its symbol; theHeartagram.

The symbol is used in their videos,

albums and on their website.Therefore this has lead to the

symbol being well known to fans ofalternative music.


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Our Own Branding

For our brand image we tried to do something similar by having

the same font & background for the album and poster as fontswork as an element of branding for the Dance and R&B genres.


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Feedback on branding

Our attempts of font branding, and skybranding was ineffective . People noticed the

repeated font and background however many

suggested that a stronger more obvious/

noticeable symbol/image should have beenused.


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Q3: What have you learnt from your

audience feedback?


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Our Target Audience was 15- early 20s

We wanted to create a video for this

audience without showing anything

which could influence our audience in a

negative way.


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Initial Audience Feedback

GRASS


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GRASS

Gender: typical audience is mixed, however a female audience is the kind

which our product is most likely to attract due to our artist being male.

Race: our product is for every race as the music genre is populareverywhere with people of the specified age. Therefore there would be a

large amount of people drawn to this product.

Age: to the ages of 15-20s as these are typically the ages of those who like

to have a good time and socialise and would be most likely to hear this music

in places where social interaction between peers would take place e.g.

clubs, ice rink etc.Special Interests: People who are socially active and more likely to be out

having s good time and partying, but not drinking.

Socio Economic Status: most likely to still be in education couldHigh

School,College or University, may have weekend/part-time jobs to fund

social life.


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We decided to give our artist a clean-cut Goody-Goody image as we

didnt want to promote negative behaviour such as binge drinking. Wedid this through our DigiPak and our music video.


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Appealing to our Audience..


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From my findings the audience were almost equally aware of both Dance

and R&B artists.However as other members of my group obtained from

their results that R&B artists were better known we dressed our artists inan R&B style.


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Final Feedback

Video Feedback


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Video Feedback.

http://www.youtube.com/watch?v=RMs0koKPEf

8&feature=related

Audience feedback received via mail


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Audience feedback received via mail

and questionnaire.

30 people were asked the same set of questions. I used a large sample

in order to gain more perspective on our product.

Most common answer of each question:

Yes its typical of its genre- It shows the artist singing on his own as

well as with the female character of the story.

The coloured scenes show that its a party scene very well; the

colours are vibrant and make the video look really good.

Its got really busy shots which emphasise the concept of the party.

Pace of editing is good it keeps up with the music.More variety in locations used.

Moderate pace it fit with what the viewers see.A mix of dance and R&B has a good beat and smooth lyrics.

Reflection


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Reflection

When receiving feedback on our music video a couple of responses were

that better costumes were needed i.e. brighter clothing. This highlighted

exactly how important costume is to viewers and how it can bring down the

overall response to a video if it isnt what the audience expects or if it isnt

quite on par with the audiences standards.

The same thing can be said for responses commenting that more locations

are needed in the video. It just shows that people like to see different

locations

If I was to re-make the music video I think I would most definitely make sure

I use more locations and choose better costumes for my cast.


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Q4: How did you use media technologies

in the construction, research, planning

and evaluation stages?

T h l g U d


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Technology Used:

1. MotionCamera

2. FinalCut Express3. Adobe Photoshop

4. Youtube (video research)

5. Blogger

6. Brusheezy.com7. Google

8. Scribd

M i Vid


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Music VideoUsing Final Cut Express we

created our final music video. I

used theCut tool in order tosynchronise the audio and the

visuals. I used the Effects bar

and the fade tool in order to

add effects and manipulate

colour of the visuals.

Final Cut Express Screenshot


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The Cut Tool used to cut footage.


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Footage and audio were placed on timelines like this. On these timelines footage is edited


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Photoshop


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Photoshop


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From Brusheezy.com we got the cloud and sky

brush effects which we used on our backgrounds.

R h


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Research


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Youtube was a useful resource as it gave us

access to music videos and also it helped ussee how popular our music video was when

we finished it.


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In order to organise power points Id created I used Scribd to embed

them onto our blog.

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