Evaluation Question 4 - Guidance

4) How did you use new media technologies in the construction, research, planning and evaluation stage?

Just what presentation technique you use is up to you, but you get marked for creative use of IT.
A short film - with you hosting a 'How to make music video' teaching guide/tutorial
Xtranormal - write up a conversation and animate it using this online software.

Question 4
by: Fenderbaum

Post it note video

First Attempt at a Post-It Presentation from nick on Vimeo.

- To answer this question you must show the examiner you're aware of the technologies you have used, how they helped you and what impact they had on the process.
- Each time you mention a technology use a specific example from your process/product to back up your point.
- A good point to make is how many of these technologies work well together - for example: You took digital camera footage uploaded it into Final Cut, edited, exported it, uploaded it to youtube, embedded it onto your blog and then were able to get feedback from your audience. So a combinaton of the technologies allowed you to get feedback on your rough cut.

Here's a list of some of the stuff you used.

Planning and Research
Blogger - a working document
Enables you embed videos, imagines and documentation.
Acts as a diary to record the creative process and production.
Is accessible via the net and by multiple people - so good for group work and working from home

Digital camera
Good for performing audience research and interviewing target audience - easy to edit and upload

Facebook/Social Media
Communicating with the artist
Communicating with team members
Helping with audience research/surveys

Researching for inspirations, codes and conventions of music videos
Upload own work for peer and audience feedback

Digital cameras
Capturing the footage
Slo-motion effect
Small and light - good for camera movement
Easy to upload

Final Cut Express
Editing - creating narrative and implementing the convention of music video
Colour correction
Improving the raw footage

Different technologies allow you express ideas and convery information  in more than just pure academic text. Allows you to be creative.

Screen capture to take stills from videos
Blogger/Powerpoint - for displaying texts and images 

Prezi - allows for a presentation that has a good mix of text and images
Annotate images

Final Cut Express
Digital voice records - allows for DVD style directors commentary.


Evaluation Question 2 - Guidance

Question 2
How effective is the combination of your main and ancillary texts?

The format for the presentation for this response is Prezi – mainly as it allows you to include video and images in an interesting way and then annotate and write about them.

Things to think about when answering the question

1) Do the products look they are part of the same promotional package (remember – music videos are their to promote an act). So they have consistency in terms of:

- representation of the star
- use of genre (how conventional is it)
- use of iconography and imagery
- use of style and colour
- Location and mise-en-scene
- intertextuality

2) Explain why your mag advert works well in terms of promoting your digipak.

3) Consider how EFFECTIVE your whole package is (video+digipak+advert) in appealing to the TARGET AUDIENCE you identified in your planning and research. Just why do you think your product would be of interest to them.
Is it similar to other products? Are there representations that they can identify or aspire to? Is it conventional/unconventional/quirky/interesting/safe etc.

Suggested resources to gather
Significant stills from you video
Your anicillary texts
Inspiraction for you ancillary texts
Photos from digipak photo-shoot
Research into fonts
Close-ups on specific parts of your designs



Evaluation Question 3 - Guidance

3) What have you learned from your audience feedback?

In the marking scheme it says you must demonstrate 'understanding of the significance of audience feedback' - and this is your chance.

You should have had the following feedback from your audience:

1) Feedback on the track in terms of what genre is it, what target audience they believed it was for and what they would expect from a video.

2) Feedback on the rough cut from your class members and numerous other people you should have asked.

3) Feedback on your digipak and advert design.

Here you have an opportunity to reflect on it, evaluate it, talk about how useful it was.

Suggestions on how to answer this:

Look back on your audience feedback and write notes on what was given - write down interesting or specific phrases.

What was useful?
What came up consistently?
What feedback helped you creatively?
Can you give examples from your final video that prove you acted upon audience feedback?
Was there any feedback that you ignored - why did you ignore that?
Was there some particular feedback that was more useful than other bits? Why?
Just how useful was the audience feedback?
Do you think it is necessary for the creative process?

Write up a response using appropriate media terminology, making reference to specific examples from your feedback and products to back up your points

This response will be your script for you commentary. On average people speak at about 130-150 words per minute - so if you make your response about 500 words that will make your commentary around 3 minutes or so.

Make this speech into a camera or a digital recording device, bring it into Final Cut and then illustrate your words with whatever you deem appropriate:
Clips from you rough cut/final version.
Evidence of the audience feedback - clips from interviews, screenshots of text
Clips or screenshots from real media products.

Some example ideas for a response:

The feedback on what genre the track was interesting as our initial thoughts was that it was clearly an indie-pop track however, other classed it as simply pop or even easy listening. Despite this we still based our video on the conventions of indie-pop rather than anything else...

A consistent criticism of the rough cut was that there was a lack of camera movement throughout the video [SHOW CLIP OR ROUGH CUT]. One bit of feedback from XXX stated that 'the camera is too static and doesn't match the tempo of the track' [SHOW SCREENSHOT OF TEXT]. On reflection we agreed with this particuarly in middle section of the track. Because of this we planning and carried out a re-shoot to purposely bring more movement to the shots of the band - specifically this zoom into the lead singers face and almost POV from the top of the fret board. [SHOW THESE PARTICULAR CLIPS] It added variety to the video and helped .....


Evaluation Questions

G324 Evaluation Tasks


Look here for guidance on how to answer all the questions: G324musicvideo.posterous.com


Below are the 4 questions you need to answer for your coursework Evaluation. The task for Question 3 should be done in your group. The other tasks are individual. When you have completed the tasks post all 4 onto the ONE POST and tag it with YOUR NAME.



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

Task: Select 10 stills/ images from your Music Video and the 2 ancillary tasks. Annotate each one of them in Photoshop or Powerpoint to indicate which conventions you have used at which point.


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

Task: Create a Prezi which makes clear links between your 3 products.





Q3: What have you learned from your audience feedback?

Task: Create a director’s commentary which includes clips from the music video and ancillary tasks, as well as vox-pop presentations of audience feedback.



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

Task: Create a video presentation which discusses the technologies you used at each stage of the project. This video needs to be different from the Director’s commentary in terms of its presentation and content ie. Presented as a ‘How to use…’/ Teaching (in character?) style of video that could then be used as a future teaching aid. Look at blog for other ideas.




Evaluation Question 1 - Guidance

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

Task: Select 10 stills/ images from your Music Video and the 2 ancillary tasks. Annotate each one of them in Photoshop or Powerpoint to indicate which conventions you have used at which point.

This is asking to you to discuss how conventional your music video is compared to real media products.

You've been asked to select 10 stills to back up your points.

This is how I recommend you structure your response:

You should how already done a Goodwin analysis of a video for your blog. Goodwin's theory tries to identify elements that conventional music videos have.

1. There is a relationship between the lyrics and visuals, with the visuals illustrating, amplifying or contradicting the lyrics.

2. There is a relationship between the music and visuals, with the visual illustrating, amplifying or contradicting the lyrics.

3. Genres are complex and diverse in terms of music video style and iconography.

4. Record companies will demand a lot of close-ups of their star/performers.

5. Voyeurism

6. There are likely to be intertextual references to other music videos, TV shows, books, movies, games etc.

Look here for any help with the terms but you should be familiar with them by now.

Don't worry about number 3, but use the other 5 points to start your response.

So you've got five covered and five left. Use these other five to compare your music video from others in your genre. Again - you should have analysed the codes and conventions of other music videos from your genre so should have a number of points from this research.

If you are still struggling to come up five more look at Carol Vernallis' analysis of what aspects make up a conventional music video.



1. Goodwin states that conventional music video there is a relationship between the lyrics and visuals, with the visuals illustrating, amplifying or contradicting the lyrics. Our music video has a direct relationship between the music and the visuals. The lyrics involve a one friend telling another what girls are single and about their specific characteristics. Our music video then has a visual representation of the girl mentioned. For example to illustrate the line "Laura well she likes the lads got three kids with three different Dads" - we have a picture of said Laura which is then obscured by three pictures of babies popping up. The use of the same image of the baby help amplify the idea of having many kids and adds a comic effect.

A similar idea of illustrating characteristics of types of girls can be seen in Jay Z's Girls, Girls, Girls. As he raps 'I got this Spanish chica, she don't like me to roam, So she call me cabron plus marricon, Said she likes to cook rice so she likes me home' - this is illustrated with a kitchen setting, a woman cooking rice.