Evaluation - Question 4

In my planning and research I used various media technologies including:

• Youtube
• Blogger
• Microsoft Word
• Microsoft Powerpoint
• Social Medias
• iMovie
• Adobe Premier/Photoshop

To begin my research into existing music videos I used platforms such as YouTube and google to collect information. Both are particularly useful tools as I was able to watch music videos from different music artists - Beyoncé in particular - on YouTube and then research further into the semiotics of the video and the branding of the artist on google. I collected this information on Microsoft word, analysing my findings through essays and then presenting them digitally on my blog – CharlotteDaleA2Media.blogspot.com. The benefit of these platforms is that information is readily available and accessible at any time anywhere. This is a recent development as in previous decades information was only available through traditional sources for example textbooks, or TV channels. The technological development enabled my research to be more proficient and therefore aids me when constructing my own music video. Similarly, Web 2.0 allows consumers to be active online rather than passively taking in information. This benefitted me as I was able to collect information from more sources and opinions from a wider range of people.

Throughout the early stages of developing my music video idea I conducted a lot of research and planning which I used blogger to present. For me, blogger acted as an online diary tracking the progression of my ideas from the initial idea, to the production and now evaluation. The benefit of blogger is that it is online and therefore accessible anywhere at any time. It is also extremely easy to use and enables me to embed videos and images to my research making it more proficient. To create a more varied range of research I also presented some of my research in PowerPoint format such as my research titled “Beyoncé – Brand or Artist?” This gave me the opportunity to try different technologies as a method of formatting and enabled me to combine images with my research for extra depth. 

Social medias were also crucial media technologies in both planning, and production. Firstly, as part of my planning I used social media to research into Beyoncé and explored how she engaged with fans, advertised her products, and how different audiences reacted to her. A headline which developed during this period was her announcement of being pregnant with twins which was particularly useful for my research as she used Facebook and Instagram to share the news and create a ‘media’ frenzy. Social media was also used as part of my audience feedback as I used the platform twitter to distribute a questionnaire relating to my music video to the potential target audience. Finally, I incorporated social media into my music video and had a shot which used Instagram to display the effect such new platforms can have on a person’s own self-image and worth. Therefore, through using social media throughout the process of producing a music video an artist, I learnt how important it is within media and people’s lives and how it can both positively and negatively affect society.

Arguably the most crucial media technologies in the entire process were my video editing tools iMovie and Adobe Premiere Pro. I chose to use both tools in conjunction with each other when editing as they offer similar features however Adobe Premiere is more advanced and thus I find it more confusing to work with. Therefore, to overcome this I did all my simple editing for both my music video and evaluation Question1 on iMovie which allowed me to do simple cuts, add transitions, add colour filters and add text to my chorus images. I then transferred the first draft of editing into adobe premiere to add more details.

Similarly, another adobe product which I used was Adobe Photoshop which aided the creation of my print products. I hadn’t previously used this tool and therefore found it tricky to work at first but it was crucial in ensuring that my print products were high quality and to the right dimensions. Photoshop is a newer technological development and when mastered enables professionals to morph and edit photos into seamless designs. This is highly topical to the theme of my music video as often images we see in the media are edited to look ideal as opposed to real. Therefore, when using Photoshop, I had this in mind to ensure that I made my products remained simple and realistic and not overly polished and professional which would take away from the message of my video.

To conclude, media technologies are ever-developing and expanding allowing creators and media professionals to accomplish and create innovative videos, images and design. When creating my three media products I tried to explore as many different technologies as possible to understand how professionals work to create real media products. I am pleased with the outcome of using all the different products and believe my skills have developed significantly through doing so.

Evaluation - Question 3

Question 3 Evaluation - A2 media from CharlDale

Evaluation - Question 2

Script - Evaluation Question 2

Script : How effective is the combination of your main product and ancillary texts?

The combination of my main product and ancillary texts is effective because all 3 products incorporate similar elements.

Firstly a prominent image from my music video which is repeated in the magazine advert is the signs held up by the featured characters in my music video chorus. I chose to replicate this in my magazine advert by displaying the protagonist holding up a sign which displays the advert information – for example the album name, featured songs, and a short album review. By continuing the same imagery through my products, it makes the advert more recognisable to the audience and is an example of synergy.

Synergy is especially important for new artists as it contributes to their branding. Through having all products interlinked by a common theme or branding, audiences can build an image and understanding of the artist helping them to become more known and thus build their profile. An example of this I found through my research was Jessie J who in her early career used the same image and pose throughout her products. The black wig and close-up of her face with an edgy expression is used on both her first album cover and the single for Who You Are. The album image is also used on her first tour advertisement and on a magazine advert all of which an audience will begin to recognise. As this is a format used by many up-and-coming and successful artists, I chose to replicate this idea in my own products. As you can see, my music video and magazine advert closely replicate each other, and the album cover below follows the ‘innocent and hidden’ theme.

Secondly, I have also applied a filter over my footage in the music video making colours more muted. I have replicated this by adding the same filter to my digipak images making all the products consistent. If I were to have used a much brighter colour scheme for my digipak images it could’ve changed the audience’ perception of the artist. This links with how I’ve branded my artist as to make the branding effective, the same themes need to be followed throughout the products. I aimed to make my artist relatable and to an extent innocent. If I’d have used a bright and striking colour scheme for any of my products, it may create the perception that she is more outrageous and edgy, thus changing the branding.

Throughout all 3 of my products, I also followed the codes and conventions of the different texts. In my music video, I ensured the format of the video (e.g. the length and style) replicated a real music video, in my advert I featured elements such as a bold title, an industry review, and album cover image that would all be seen on legitimate music advertisements, and my digipak followed the size measurements and included elements such as a track listing and barcode that would be seen on a real CD digipak. It is important that codes and conventions are followed to ensure that the products replicate real products and maintain professionalism and authenticity. In order to do this however, I had to conduct research into all 3 texts and took inspiration from existing examples.  For example, on the inside panels of my digipak, I featured lyrics from the single Pretty Hurts in a bold text and displayed them in the corners of the panel images. This is inspired by Lana Del Rey’s Honeymoon Album digipak which when analysed I noticed that all the images had a similar theme and lyrics were displayed subtly on each panel. By following an idea taken from an existing media text, it makes my product seem more genuine and that it could exist within the real market.

My main product and ancillary texts were also effectively combined through the connotations used throughout. A significant connotation is the mystery of both the protagonist and the so-called characters in my music video. In the music video, the chorus features people from around the world holding up signs displaying a criticism about themselves which covers their faces. This adds an element of mystery as mystery as the characters are ultimately anonymous with the audience not knowing their name or stories – all that is revealed is their flaws. This follows the self-image theme of the video by connoting the idea that they are defined by their flaw and are hiding themselves because of it. Similarly, in the digipak images, the protagonists face on all panels is not able to be seen. This continues the mysterious imagery and almost creates an innocence perception to the audience as there is a lack of over-confidence branded by many current artists. From my research, the only other big and mainstream artist that has a similar branding is Sia. Sia is notorious for hiding her face both in music videos, performances and public appearances. This creates a secrecy, intriguing audiences but also adds sincerity to her music as it is about the sound as opposed to her identity and image. As previously stated, I continued the branding of my artist throughout my products, this is also done by Sia who’s album ‘1000 forms of fear’ has a bold image of her wig. The album cover is simple but the image instantly makes it recognizable as a Sia album.

Another connotation that follows through the different media texts is the enigma included in the music video when you see the protagonist running. It isn’t made clear in the music video exactly why she is running, some may connote it as trying to run away from her problems, others may see it as a method she is using to achieve beauty, perhaps losing weight that society says she needs to? However, if we follow the first idea of her running away from her problems, it could lead us to the images used in the digipak. The two images of the inside panels, show the protagonist inside what appears to be an art museum and outside on a gate in the middle of the night. The back panel also shows the protagonists feet stood in what could be interpreted as a train station. Therefore, an audience could create the idea that these locations is where the protagonist was trying to run to. Giving such enigma, helps the audience engage with the products as they can create their own narrative for the character and even view it relating it back to their own lives.

To conclude, the combination of my main product and ancillary texts is effective because the outlined reasons show how I have maintained imagery and conventions that builds a strong brand for my artist. It is this branding that brings the products together into a single marketing campaign and helps audiences associate the products to the artist. As explained this is particularly important for up-and-coming artists who need to build an audience and get their name known. I think my products follow the codes and conventions enough to make them authentic to the texts and effective if they were to be real products.

Evaluation - Question 1

Pretty Hurts Music Video - Final Edit

As my music video is for a copywrited audio track, to upload the video to youtube the audio track must been removed or edited. Below is two versions of the music video, the first with no audio and the second features the video with low quality audio.


Music Video Edit - No audio track




Music Video with Lower Quality Audio Track

Digipak Production and Final Product

After researching into existing digipaks for artists such as Lana Del Rey I began to plan the production of my own. I decided to have a four panel digipak as I thought this would be equally as effective as a six panel example but will enable me to keep up to date with my music video production schedule. All the photos included in the digipak were taken by either myself or my actor in order to avoid copyright infringement, which is a potential risk if I were to source images online.

The final photos I planned to use are shown below:

After I had chosen these pictures, I uploaded them onto a free website tool called 'Canva.com.' I had already created the album cover prior to this using the same tool and so decided to use the same layout for the other panels to make the overall digipak consistent. The website allows you to upload photos into pre-designed layouts and then resize photos, add filters, and insert your own text. I chose to add a filter muting the colours to each image and then for my inside covers added lyrics in a subtle white font from the song Pretty Hurts. Similarly, I used the text tool to add the song listing to my back panel. A screenshot from the process is shown below.

After I had created all the panels for my digipak, I downloaded a four-panel digipak template online and opened it into Adobe Photoshop. The template allowed me to ensure that the dimensions of my digipak, replicated the true measurements of real products. This makes the final product more authentic. In photoshop, I also inserted featured from real album digipaks such as a barcode and artist acknowledgements to the back panel.The template is shown below.

My Final Digipak design: