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

3. In what ways does your media product use, develop or challenge forms and conventions of
real media products?
Our pop rock music video conforms to some of the key codes and conventions of real music
videos, including genre characteristics such as the performance element, which is typical of
rock band videos, and there are many examples of this in real media products today. Bands
like Paramore, war paint and many other bands that we looked into at the start of our work
all have that performance element.

4. The use of narrative in our video, although filming it in a documentary style format it was a
narrative of how the song came about and getting ready to go to the gig. This is a typical
music video trait to have a narrative running through the video and I think we have done this
in a different way by choosing to use the documentary style footage. Footage filmed by the
individuals in the band just creates that home comfort feeling for the target audience and
allow them to get a sense of personalized insight into the bands home life, which will give
comfort.
We have used different types of cinematography and camera angles, which are very
important in the video as this is what catches the audience attention and enhances the
codes and conventions effectively. In the performance part we have included: long shots to
establish the setting and in this case it was the gig and also to see the band as a whole, close
up shots of band members and the instruments (guitar, bass, drums) this is to establish the
image and the rock vibe from the instruments. We used Low angle shots so we could look
down on the camera and show an attitude that rock bands have.

5. We didn’t use relationship between the lyrics and visuals, so this could be seen to challenge
codes and conventions but we did however have a relationship between the music and
visuals, each cut was on the beat our video was fast paced in order to fit in with the music.
There was no notions of looking or any voyeurism that Andrew Goodwin’s theory talks about
as that was not the image we were trying to achieve we wanted a fun rock vibe but didn’t
want to be portrayed as provocative in anyway.
We ensured that the mise-en-scene within our video was effective and achieved our
goals, firstly the naturalistic costumes in the home footage surrounded by all the home
comforts of everyday life, to show how the band is just like everyone else living everyday life
that they are down to earth however there is that fun rock band element to them as well. In
the performance stage of the music video we have ensured our costumes are that of a more
dressed up type, our hairs are done differently and our make-up is natural but red lipstick to
enhance the rock look. Instruments on the stage, the way they are set up on the stage and the
set up of the surroundings is made to look like a gig I think we have done this effectively
through lighting and camera angles mise-en scene and framing.

6. In addition to the music video created by the group we also had to produce a digi-pack
individually for the band Dragon fly which of course had to tie in with the codes and
conventions used in our main product. I managed to achieve and effective digi pack for
the Dragonfly album to fit in with the music video and also a poster to promote the bands
CD.

7. How effective is the
combination of
your main product
and ancillary
texts?.....

8. For our coursework we have created a music video as our main text as well as posters and
digi-packs as the ancillary texts used to promote the band, music video and album. The use
of the ancillary texts in combination with our music video is also effective to promote our
band, as they Are all equally as girly but edgy as each other and work effectively together to
promote our girly/rock, fun, laid back image.
We have upheld the consistency of all the types of media texts created, we have done this so
that each texts portrays the same amount of effectiveness that our music video was made
for it adds additional purpose to the creation of the music video by promoting it and
portraying us as a real band, giving Dragonfly a more respectful image and loyalty to the
target audience.
The use of font within the ancillary texts are also consistent, using the same typography for
both the posters and the digipack is effective because it creates a more professional look for
it to all be the same, whereas if they were different it would be confusing for the audience as
audiences like to see one distinctive font that they can recognize to be a brand straight away.
For example Coca-Cola use that same font that we recognize to be coca cola without
hesitation worldwide.
How effective is the combination of your main product and ancillary texts?.....

9. The location of the ancillary texts is relevantly used within both texts. We organised a photo
shoot for the band in a location were it is full of natural light, whereby we could experiment
with different shots and photos to use in our digi pack and posters. We purposely shot these
pictures in a different location and didn’t just extract screen shots or still images from our
music video as we wanted to show variety in our band, it was effective as although the
location was different the codes and conventions were still consistent so it showed that we
was willing to go the extra mile and infuse new ideas in relevance to our bands image, rather
that to take the easy, less time consuming root of copying images from the music video.
Within the photo shoot every detail was considered, from the costumes we wore to the
locations and lighting. We took a first photo shoot prior to the second photo shoot that we
decided didn’t fit in with our band image as the location was all wrong as there was many
distractions and things such as cars being in the background one minute and not there the
next therefore we decided to re shoot and payed particular attention to the type of location.
Which was Danson Park in the end as it is full of natural lighting and is just the perfect
background for the shoot. Another element that proved to be unsuccessful in the first photo
shoot was the bands costume. It was too “normal” and didn’t really give us an image for
example casually dressed but not standing out from the crowd therefore we again considered
our costume in great detail within the next photo shoot. Ensuring that we each had an
element of our costume that was distinct to each artist.

10. In our successful shoot we took all natural shots instead of staged cheesy shots to show our
fun natural side, which related to our music video as we shot natural home footage so it
linked in well. Also the natural shots portrayed how we are a fun girl band who are not trying
to be sexualized to appeal to a male audience and that we in fact are just trying to be
ourselves and appeal to our niche target audience.
When creating the ancillary texts we’ve used images that have been edited with quite high
contrast showing our fun bubbly energetic vibe that we want to share with the audience we
have also edited black and white shots to express our rock edgy look as well. Both high
contrast and black and white are not only used in our ancillary texts but also in our music
video showing a direct link to the editing and intentions.
These pictures from our photo shoot were carefully selected for our digi pack. And I think we
have achieved a well recognizable image for the band

11. What have you
learned from
your audience
feedback?....

12. Audience feedback has made a big impact on the final product of our work. In the
beginning stages when we had to plan our idea for the music video, we created a pitch for
the idea and pitched it to the class and teachers in our media department. This was
extremely beneficial to us as the feedback we received helped us come to the decision to
change our whole idea as our original idea was perhaps to ambitious and not fitting in with
the genre as much as it should of.
the points we received from everyone in the class we really appreciated it as helped us
develop on the good points and change the bad points before it was too late. We came to
realize that there is a lot to learn from audience feedback as who knows what the target
audience wants more than the people in the target audience?

13. We continued to use audience feedback to our benefit when we created a questionnaire
asking our targeted audience which font they preferred in order to establish which one
would fit our genre most effectively. When we collected the result in it was clear to see that
one font in particular took up most of the votes and we therefore made a unanimous
decision to include that type on our digi packs and posters. We had originally chosen three
fonts that we liked and could not choose between them so resulting in audience feedback
not only helped us come to a final decision but also helped us learn more about our target
audiences likes and dislikes which is interesting to use in the rest of our work.
DRAGONFLY
THIS WAS THE WINNING FONT !

14. Social network sites are that of great importance to our audience feedback as the type of
audience we attract are people who would be on social networking sites regularly. With
this in mind and in need of some feedback on our music video we posted our first draft on
Facebook for constructive criticism. It was clear to see from the comments that a lot of
people liked it however there was also comments from media students in other schools
and friends who commented with constructive criticism most of it was just small minor
thing that we needed to improve or work on which we of course took on board and
edited/developed on in order to achieve a final music video that we could be proud of and
our target audience would enjoy.

15. After the final piece was finished we uploaded it to YouTube which is a social networking
site were anyone can leave a comment in contrast to Facebook were the majority of people
are friends or family. Having people who don’t know you watch your video is a good way of
retrieving feedback, as they may not be as hesitant as friends and people we know to give
us criticism. We had a lot of views of our c=video and it was in the end a success after
making small changes that needed to be done.
I have learnt a lot from audience feedback and I believe it has helped us a great deal in the
development of our work without it we would have created something that we THINK our
target audience would like but with the help of audience feedback we are now confident
that we have made the video and KNOW the target audience will like it.

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

17. At the very beginning stage of the whole process we of course had to research and plan.
With the media technologies avail bile to us I today it was perhaps a big relief when having
to create a music video. The different media technologies we used included. YouTube for
example, which was extremely useful in helping us to research different bands with the
same genre as us in order to find inspiration. We used YouTube to look at music videos from
bands like Paramore an all girl indie rock band who genre is the same as ours, by doing this
we was able to analyse the music video and establish the key codes and conventions needed
to make a successful music video of this genre.
We could also use this and Google to establish a rock pop sort of image by looking at
pictures and videos of people that fit the genre. Also involved in planning we used Final cut
pro to create an animatic for our music video this was very useful to help us gain a vision for
our music video it is useful to have a storyboard but animatic help you put each shot in
[perspective and therefore helping you decide on camera angles and shot perhaps before
you shoot in order to speed up the process and push success first time.

18. Photoshop is another excellent technology. Without Photoshop we wouldn’t have no
digi pack or poster so it was clearly a excellent use of technology it helped us create
the digi packs as we had to edit the photos first in order to appeal, we then have to
place them all in an effective digipack style, we had to create a
barcode, logo, typography over the digi pack and by using Photoshop this, made the
whole process so much easier. It gave us a taste of how real digi pack and posters and
all types of media are created.
Using PowerPoint to write this evaluation is an media technology that helps add a bit
more excitement than just a written essay.
And finally Final cut pro on the apple macs which was the main technology we used to
edit the whole music video together we used a vast amount of effects, colour
correction, slow motion and a lot more we had to include a lot of cuts as our video is fast
paced and in order for it to fit into to song each shot had to be cut exactly on time.
Sometimes final cut pro was a challenge as the apple macs like to just close now and
then so it did take white a long time however we are pleased with the result and
recognize that our use of technology has helped us result in a good final product.