Final Music video


How did you use media technologies in the research, planning, construction and evaluation stages?

Throughout my A2 media studies project and course i have been developing my self and my skills. Being introduced to new media technologies, methods and other things. One of the new websites and technology that we was introduced to was the word press website. Using this website had its many advantages and disadvantages. Also, i learned how to properly use Photoshop to help me generate products for my group in the tasks we was set.

Word press was the main new technology due to the reason it being a different way to post work and blog. I was able to quickly adjust to the style of posting on the word press website. The whole layout of the website was totally different o the previous blogging website that we use to post on which was blogger. the first problem that me and my group came across was that we was not able to post images on the website due to the website blocking images being uploaded. So we was able to over-come the problem by using a external image upload website to post our images instead of straight upload using the word press up loader.

The research we conducted was various things that we used different categories to split it all up. First of all, the main thing was to look at the major theories in the music video field and to study them on how we can use this theories learn from them and use them with our own video. Our groups main theory that we decided to use was the Andrew Goodwin theory how the producer is able to make the audience see the video instead of just listening, how they can get a better meaning behind the music, how the video’s link in with the music. Seeing the sound was the major concern that we had, we wanted to make sure that the music could be visualized, the music was alive. Thought beats was what we decided that would be excellent to use. The other aspect of Andrew Goodwin theory that we want to use and make our music video based around is the star image. Making the main singer the main focus point of the music video. We made sure that the star image is portrayed through what ever products and ancillary text that we created based around the project. we made sure that the image of the star was everywhere to make sure that the main focus was the main star himself. The research from this was conducted using YouTube and other sources. For the star image we looked at Justin Timber lake how in his videos and his other products like websites and CD covers he is the main focus

The Digi pack research was conducted by getting various existing Digi packs. the whole idea of a Digi pack was foreign to me at the time because i have never came across one. So the first thing was to conduct research about what a Digi pack was and what the main purchase of the Digi-pack was. The main thing i had to see was how a Digi pack is different o a normal CD case which i conducted a post about. After using Google and other websites i came to a conclusion about Digi packs and what they are needed for and not needed for. Google is the best type of technology for research which can be used. I simply used word press to post the research that i conducted on the Digi packs.

The genre research that we conducted was based around a popular genre that we decided to do, and we decided to find a independent artist whose song we could use to generate a music video. Then we decided to use Google drive which was new to me so one of my group members who was familiar with it created a questionnaire we used to research about what the audience want.

Only a small amount of technology was used when we decided to create our initial ideas. We simply used paper to plan our characters, locations and music itself.  We used a map generator which was fairly new to us to create  a mind map of our initial ideas to show that we have put together a bunch of ideas for our project that we have in front of us.

A focus group was conducted to find out more about the audience and the potential fans think of the ideas we have about our music. Our original idea was to create a video of the focus group but due to lack of equipment we decided to go with audio only focus group which we used by recording on a iPad. The quality was fine and it was the first time transferring from iPad to a computer. To get the files from the phone to the computer we had to make sure that the video was uploaded onto drop-box which is a software which i was not familiar with before the course. Drop box is simply a software where you can place items and access from any device, or computer. That is how we decided to retrieve the audio that we recorded from the phone onto the computer.

Not much technology was used when creating the story boards. The only technology we used throughout the process of storyboards was the simply process of printing out the template of the storyboard that we created for our storyboard then scanning in the storyboard once we had created a storyboard. Due to being regular uses of printers and scanners this was not new to me and nothing new was learnt during this process.

The pitch was the part of the course where we used a decent amount of technology, some new and some old. The first thing we had to do was to create a power point on what our pitch is, just overall creating a pitch. PowerPoint is fairly common to people. After creating a power point we had to transfer the power point from our computers using a USB to the main computer. Where we then used a projector to project the power point onto the main board, which then we presented by recording with an HD iPad. After recording with the iPad we had to do the same process as the audio from the focus from to put it onto the computer, Drop box.

For our coresspondence we made sure that we kept all the contact digital to make sure we was using all the technology as we could and with the most effect. To see more of that view the following;

For the construction of our video we used the program by Sony, Sony Vegas pro 11. This was a more effective software than the standard software that the school uses Premier Pro.  With this software we simply imported all the clips that we recorded and placed them into the software. From there we could simply edit the video, this was a difficult task because due to our plans we decided to cut the videos on the beat so it flows with the song. This was a difficult task because any variations would ruin the whole video.

You can see the basic layout of the software above in the image, you can see that the right hand side it shows you a preview of the video that you are creating. Then you can see on the left hand side where all the clips have been imported into. From there you can simply drag and drop the clip onto the timeline. The timeline is at the bottom of the page. This timeline shows all the clips that are being used for the video, you can see that they have been cut and edited to suit our video.  Using the timeline we cut the videos to match the beat and put in various effects using that also.

The Digi pack we created was done by using Photoshop Cc. The latest version of Photoshop. Photoshop is a software which I had not used before, so I had to learn more using tutorials and other videos and books. This software us to create a Digi pack by simply using the tools in the software to generate it. We simply, cropped, cut and layered various images and text to get our final image.


For the evaluations I was given various questions to answer about my year and the project. One of the first questioned which I used to evaluate my project was “How effective is the combination of your main product and ancillary text?” For this evaluation I looked at the magazines, and other products that I created and how they linked in with the main music video that my group created. This was a good evaluation task because it allowed me to think about how everything was linked together. For this I used Prezi to present the evaluation question, I used it to create a creative presentation which I embedded into the blog.

The second question that I answered was “What have you learned from your audience feedback?”. This was a question that had me thinking because it required me to put on paper how the questionnaires and other research that we conducted from the audience helped us decide. For this I decided to look at the results from the questionnaire to figure out how the audience helped us. This I  kept as an written text with various images to illustrate what I  am talking about.


From AS to A2 there was many developments that enhanced my skills are abilities. I think that from AS to A2 we decided to use a different editing program which a skill I  learnt because I  had to effectively edit using the software I  had just learnt about. Photoshop was a software I  had already used but not in that much detail. So I  had to learn more about the software to do things which I  usually could not like adding various effects and using different functions.


What have you learned from your audience feedback?

Below is the video of us interviewing one of the possible target audience. The questions were purely based around the ancillary text and the music video.

Just a single opinion was not enough for our group so we decided that we had to widen our reach and generate a questionnaire that we would be able to use to receive feedback from the possible future audience of our music video. Google Drive was used to generate the form and the database where the results went.

Below is the questionnaire we generated;


And here is the feedback;

Does the video suit the R&B genre?

Do the two secondary products match with the music video?

Do the two ancillary products suit the R&B genre?

Is that star image evident?

Did you enjoy the music video?

Do you believe the digipak is well made?

Do you believe the posters homepage design is well made?

How would you improve the music video?

How would you improve the posters & digipak?

Yes, as there is a lot of urban environments Yeah, the star is shown throughout all of them The digipak has urban tiles but the poster seems too professional Yes, he is featured a lot throughout the video and in the digipak and poster. Yes It is okay Yes You could possibly have more lip syncingscenes in the urban areas The poster needs to have more R&B-based features
yes – there are lots ofstar clipswhich is used in more r&b yes – the star is seen through all kinda – the poster doesn’t seem to match yes – he’s seen a lot It was okay Yes It is okay too many studio scenes – makes it a bit boring digipak is okay, poster needs more grungy effects
Yeah – there are a lot of urban scenes and fighting – makes it violent Yeah – they maintain the same star Yeah – the use of dark colours and graffiti suit it Yeah – he’s seen throughout all the things Yes Yes It is okay Maybe have more urban scenes Digipak is fine. But make the poster have more urban features (like graffiti) similar to the digipak
kind of, star is present a lot and there are little fighting scenes yes as the guy is the same in all and colours are similar kind of, the digipak is fine but the poster doesn’t really suit yes he can be seen in everything Yes Yes Yes more fighting. maybe girls like in some videos make the poster have graffiti font and styling
Yes – urban scenes and clips of near fighting Yes So and so – the poster is a bit off Yes – see him in all the promotional things Yes Yes Yes Less studio scenes, they’re boring Make the poster more R&B-based
Yes – graffiti and stuff Yes – but only because of the star. The twopromotional productskinda match Yeah, colours and such. Especially the graffiti on the digipak Yeah, he’s in everything a lot Yes Yes Yes Have some stuff that allows for text to show the consistent font They’re fine
Yeah, but could be better Kind of. Only because of the guy Yes Yes, he’s in all Yes Yes Yes Maybe have more fighting These are okay
Yes, does suit pretty well Only on the basis of the main singer Kinda but the poster does not really Yeah, as you can see the main singer in everything Yes Yes It is okay I think it does not need improving I think they do not need improving
Yeah Yeah Yeah Yeah Yes Yes Yes More street scenes Don’t need improving
Yeah. But weirdly there was no idolised women Yeah. But only with the presence of the main guy Yeah. poster however is arguable as it really doesn’t look R&Bish Yeah. He can been seen a lot Yes Yes It is okay Maybe symbolise women to get guys interested as it’s pretty boring Make the poster more R&Bish

To make the questionnaire fair we made sure that our questionnaire was given out to equal amount of female and male at the certain age. Our main audience for the song was teenagers from around the age of 14-19.  We made sure that the questionnaires was being given out to the right people. We switched up the aged and the genders to generate different opinions and see if there was different opinions on the ideas.

The first question was based around the RNB genre and if it portrayed it. the question as whether the music video suit the genre. The responses we got were that the genre was portrayed fine within the music video and it suited it fine. However, when doing the questionnaire we noticed that one of the people said it sort of did not because of the small pushing and shoving scene which they said that was useless. They suggested that the star is most of the time present in the R’N’B genre and having that scene was not correct fitting. Apart from that one individual the rest of the answers checked out fine.

The next question was whether the secondary products match with the music video and star. Looking at the video response and questionnaire response we can see that most of the people suggested that the products do match the music video due to the fact that the start is present throughout all the of the products we have created. This means that the posterand the Digi pack was successful at portraying the star how we wanted. The interview individual said that they all match because of the styling and colors throughout the poster. However, on the online questionnaire you can see that the individuals said that the only reason that it links was because of the presence of the main singer not because of the styling and colors. This means that if we could do that again we would have to involve various styles to portray the star.

The next question was whether the secondary products, the ancillary products matched the genre of RNB. The response from the interviewee suggests that the Digi pack portrayed the genre R’N’B well due to the fact that two of the covers had graffiti on it which is a very urban factor, which allot of RNB and rap music have. Also, the interviewee suggested the the dark grey colors that we used int he Digi pack portrayed RNB due to it giving a urban feel to the Digi pack and the singer. This shows that the Digi pack was successful at generating a link within the genre due to its styling and colors. However, the interviewee suggests that the poster does not show RNb because there are not actually any urban aspects to the poster, meaning it is too professional. The questionnaire takers also suggested the poster did not convey the genre properly however the Digi pack was able to successfully due to the various dark colors and the graffiti on the panels.

The next question was whether the star is obvious and evident throughout the music video and the secondary products. As you can see from the response from the interview he said that the start is evident due to him being shown throughout the music video and the secondary products, the poster and the Digi pack which is a good factor because the star must be evident in all R’n’B genre music because they tend to focus on them mainly. Also, the audience suggested that the star was also evident throughout the secondary products, the poster and the Digi pack which shows that we was able to successfully use the Andrew Goodwin theory to our advantage which was to have a single individual the main focus of something.

Pie 1

The next question was whether the Digi pack was able to focus on the star and whether it was well made. Looking at the video response  you can see that the individual thinks that the Digi pack was well made because it helps promote the start successfully. This is good because the Digi pack and the poster are all promotional products which can be used for the publicity of the star. The individual who took the questionnaire also agreed.

The final question was how the music video could be changed and improved. Most of the audience suggested the the main let down was that there was too much studio scenes which made it look less urban and that  we could have added more scenery and the city to give it a urban feel to convey RNB. They decided also that we needed to add more streets and different time of the day to give it a urban environment effect which would be graffiti and other  things.  Also, we asked the audience how they would change the Digi pack and the poster to improve them. They said they would add more grungy effects, graffiti styling on the poster with various urban style d colors to give it a street feel and make sure that the singer is portrayed through the environmental view of the poster and the style. I think that if we could do the Digi pack and the poster again we could include various graffiti features to give it more of a an RNB feature to allow the singer to be portrayed properly throughout the secondary products.


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

For my media project, we decided to make a music video which we made using the Sony Vegas pro software. We made a digi pack and a magazine cover. These were the main ancillary products that we created when we decided to advertise the music video and bring up its publicity. The products are relative to the current styles and conventions of music due to its various styles and colouring that we used.

For the Digi pack we decided to make sure that the Digi pack had a urban feel to it to make sure that it looked more R’N’B than any other genre. For the Digi pack we made sure that the colouring were dark, and dull to give it a urban feel. The colours we used on the Digi pack were greys and whites. These colours are commonly used throughout the music industry to give their products urban feels. From the image below  you can see that most of the urban artists keep their Digi pack covers in dull covers. We conformed the the typical conventions of media by making sure that the Digi pack we create has the same impact and conforms with the typical rnb covers.  As you can see from the two images below, they are both similar in the way they present the colours and the text. The text gives both of the covers a urban feel .This is because we wanted to conform to the typical media conventions to link it with the current products.

Moving on, to get a feel of what the audience like and what the most popular genre was we decided to place a questionnaire which the audience could answer. As we received the answers back the r’n’b genre was clearly on top. To help me get a better view of what the current products of r’n’b music are like I decided to go on-line and check existing music videos to get a feel of the genre. From the research I conducted I was able to find out that the r’n’b genre focuses on the star image allot, making sure that the main star is always in the lens of the camera and he/she is always the main focus of the music videos. Our video conformed to this, because we looked at what the current products was doing and we conformed to the music videos by making sure that our main star was always in the shot and he was the main focus of the music video. Due to this main focus on the star, we was able to successfully portray and convey the star image in the music video to make sure that the audience are aware of the main focus, and who the star is. Not only did we conform the music video, we decided to switch it up and challenge the convention by having a montage and various clips of different locations and people to make it link in with the song. we challenged the typical conventions by making sure that not only the star was inside the music video and we added more people to give a different feel to the music video.

Another way we decided to challenge the typical conventions of music videos was to go against the Laura mulvey theory of the male gaze. This theory states that the main focus in a music video of males is the women and their physical structures. In our music video we decided to challenge this statement by making sure that we can show that music videos and any other products can be interesting and can be focuses of males not just female. We made this to challenge the typical thoughts and stereotypes. On the other hand the music video conformed to the typical styling of the music videos of r’n’b by having various clips together and in a fast pace. This is a typical convention of rnb song and music videos to keep the audience entertained.

Star image

Our main focus was to promote the star through various styles, themes and the star  image to keep the star relevant through all documents. We made sure that we kept the graffiti/grunge style consistent throughout the all the products that we created, meaning the Digi pack and the poster and the music video, to create a sense of symbolism like Rihanna how she uses a ‘R’ in all her albums or other products.


Font is a an important feature when it comes to the star image. To make sure that we kept the font same throughout the secondary products and the music video. We made sure that we the same font style through every document that we create to keep the start image running throughout every product and make the star the main focus.

The images below show that my team has made sure that we keep the font style the sizes consistent to keep the star image rolling throughout all our products. The font can be seen the same throughout all the images below.



To create a symbol for the star we made sure that we get inspiration from current stars for example, Eminem and Rihanna which use the first letter of their name for the logo and the various graphics of their products. this allows the singer to be recognizable by a symbol instead of a actual name.


Logo2 2 1


Below shows his presence in the Digi pack:

Having the star’s image on the cover is good because ti allows the Digi pack to be easily recognizable, for example if a potential customer walks past they will notice straight away that this album is by Tyler Simpson. The first image is the current day Tyler Simpson which is good because it is on the front cover which will allow the customers know what they are about to purchase. The second image is on the back with the background of Tyler Simpson his history so the picture of his early days we thought would be the most reasonable choice.

3 Star2