Evaluation SummaryLauren Bailey

Question 1. In what ways does your media product use, develop or challenge forms and conventions of real media products? Generally we decided to follow forms and conventions of real media products rather than to challenge or reject them as we wanted to ensure we created a successful music video. We also wanted our genre of music to be obvious through the accommodation of codes and conventions for the genre, and wanted to fulfill what was expected of that genre. The main convention we followed was the utilisation of lip-synching throughout the music video. We did this as we wanted to include elements of performance , as well as narrative to give our music video a dual-themed approach. As our own target audience we also decided that these were the types of music videos we liked best, and when conducting audience research, found that this was the most popular style of video.

We followed conventional use of lip-synching and adopted the dual-themed narrative and performance based music video as this was most popular with our core target audience.

We also decided to follow more specific conventions typical of the genre we were working in. For example, we decided to adopt low-key lighting and dark settings, as this was in keeping with the Indie-rock genre. For example, when conducting research we looked at music videos, such as Biblical by Biffy Clyro and Bastilles- Of the Night. These both featured dark locations, and also presented a rather dark preferred reading. We took inspiration from this, as we noticed this was a key convention of indie-rock videos, whereby a deeper/hidden meaning was leading the narrative storyline. We decided we too wanted to do this in our own video in order to make the music video more appealing to our core target audience. The videos also featured conventional mise-en-scene, for example, costume. The band members in the Biblical video are wearing black skinny jeans and leather jackets. We also wanted to emanate this rock-chick look for our artist- dressing her in leather, velvet and other stylish materials, which would both appeal to our target audience, as well as follow indie-rock genre conventions.

We took inspiration for mise-en-scene from Biffy Clyro and The 1975, who adopted dark locations and conventional indie-rock costume.

We also followed conventions of both our ancillary tasks (the album digipak and website homepage) in order to successfully attract our core target audience. For example, the digipak contained images of our artist, as well as a barcode and logo. Our website homepage included a sliding banner of pictures, links to social media sites and information regarding our artist. By following conventions of the form we were able to create a professional, realistic ancillary task.We followed conventions of album digipaks and websites.

Question 2. How effective is the combination of your main product and ancillary texts? I believe our media package, as a whole, has been very successful in complimenting each individual product. For example, by creating a house style we made it obvious to our audience that all our media products were linked, and created synergy between products. By using similar colours, images and fonts on all products it was obvious to our audience that they were all linked- indicated by the fact that 16/20 participants stated that it was obvious our media products were linked in an audience feedback survey. In our main product we used many of the same fashions and locations that were seen in our ancillary tasks. For example, we incorporated images of London both in our video (clips of London), as well on our album digipak (the CD cover of city lights in London).

We made sure it was obvious to our target audience that our products were linked- e.g. the incorporation of photography of London in the video as well as on the album digipak.

Our ancillary tasks aim to compliment our main media product, and by adopting a similar house style our artists brand identity is easily recognisable. On our website homepage we included links to YouTube and social networking sites, which would encourage audiences to listen to our artists music, and therefore, promote our main product. When researching real media texts we saw that this was heavily utilised. For example, The 1975s website had links to social media, as well as various different platforms on which they could access their music- reinforcing the aim of such ancillary tasks in working as a promotional tool for the artist/band. Our ancillary tasks provide extra information about our artist, and create interest in her musical styling- they provide the basis for our artists image, which is reinforced by our music video. Our ancillary tasks capture the essence of an indie-rock artist and links with the identity struggles of the music video.

We made sure links to social media and places to buy the artists music were clear, following conventions of the website homepage.

For the front cover of our album digipak we took inspiration from London Grammars album If You Wait. We liked the use of mixed colours and blurring, and thought it was interesting that little was revealed about the music. We thought the logo we had created was iconic, and was used on all our media products, creating synergy. When creating the ancillary tasks we wanted to bring in elements of our music video so that the audience will be able to remember what they have seen and recognise who the artist is. Overall I believe that not only do the music video and ancillary tasks work together but they compliment one another also. They clearly show genre, style and selling point with the use of colour, font and photography.We took inspiration to create a blurred effect from London Grammar.

Question 3. What have you learned from your audience feedback?Our audience feedback has been particularly important this year in making sure that we attract our core target audience and appeal to their stylistic preferences. We learned from our audience feedback what the strengths and weaknesses were of both our ancillary tasks and main product, and on how we could improve upon this. Our audience feedback was generally positive, and taught us that our main product and ancillary tasks looked professional and fitted our chosen genre. This was important to us as we spent a lot of time researching real media products in order to follow codes and conventions of the genre.

Our audience feedback indicated that they thought our album digipak and website homepage were professional and fitted the Indie-Rock genre.

We found that positive comments varied from the successful lip-syncing and also the styling of our artist. Our audience feedback also told us that the narrative of the music video was clear to our target audience, indicated by the fact that their responses to an audience feedback survey highlighted key themes within the video e.g.. Of happiness and identity. Our audience feedback therefore told us that we had been successful in conveying our preferred reading. However, there was one participant surveyed who didnt know what the video was about, and felt that they didnt understand anything about our artist. This concerned us as this was vital to us, however, we realised that this may be based more on personal preference and interpretation than based on how successful our media product had been. Collecting audience feedback throughout our coursework enabled us to make sure we improved upon any elements of the music video and ancillary tasks our target audience thought were not to a sufficient standard.

One participant surveyed was particularly harsh towards our media package- however, we decided to appreciate differences in opinion and personal preference.

Gaining comments from our teachers and peers meant we were able to improve our media coursework, and by getting feedback after these improvements we were able to see if we had been successful in making these adjustments. For example, on our individual draft album digipaks, one common comment was that the writing on the digipak was not clear due to the colour and font size. When creating our overall album digipak we made sure the text was easy to read by using striking colours, clearer fonts and plain backgrounds. We then collected feedback on this, and the comments highlighted upon the fact that the text was more legible. This is just one example of how audience feedback taught us what worked well and on how to improve on existing media products.

We made our fonts clear and legible, as audience feedback indicated the draft lacked clarity.

Question 4. How did you use media technologies in the construction and research, planning and evaluation stages?Media technologies enabled us to create our main product and ancillary tasks and therefore played a vital role in our coursework. In the research and planning stages of our coursework we used Web 2.0 (YouTube) to learn about conventions of the Indie-rock genre. This enabled us with a better understanding of the codes we needed to follow, challenge and develop in order to create a successful media package. The planning stage of the coursework meant we had to use sites such as Wordle and DaFont in order to establish a brand identity and house style for our artist.

We researched real media texts using YouTube and created our house style through DaFont and Wordle.

Wordpress was also another blogging website that was of vital importance to us during the planning stage as we kept up-to-date blog posts and video diaries in order to track our progress and to develop our initial ideas. During the construction stage of our coursework the main media technology we used was digital cameras and editing software, e.g. Final Cut Pro and iMovie. We used these not only for the video but also for the ancillary tasks (album digipak), which allowed us to edit photographs of our artist and create the digipak itself. The editing software also enabled us to make use of a black and white filter and fade to colour in the music video and allowed us to create effective lip-synching, by putting the song to our artists lip-synching and editing it in time with the song, in order to make it look professional and realistic. At the evaluation stage of our coursework, Apple Macs and Apple computers were a vital source of technology as we used programs such as iMovie to film and edit answers to our evaluation questions.

Some of the media technologies that were vital to us during the planning and construction stages of our media coursework.

For example, recording voice overs required this media technology, and we were able to insert images and clips from videos into our answers in order to visually inform our audience of the process of creating our media package. We also used more complex media technologies this year compared to AS. For example, we had to use Photoshop (an image editing software) and Wix (a website making site). These were completely new to us and so we had to learn how to use these technologies effectively. We decided to turn to the internet for advice on how to use these technologies, watching self-help guides. This required us to be more independent than last year and to have more confidence in our abilities as media students. We used complex media technologies which required self-teaching, increasing our confidence and independence.