An evaluation question for our A2 media coursework.

1. In what way does our media
product use, develop and
challenge forms and
conventions or real media
products?

2. Music video
To develop on this convention,
we kept the sound in some of our
shots in order to create a
narrative connection, making our
video more personal. However
we did not use the technique of
intertextuality because it did not
link to the narrative of our video
and fit the overall theme we were
trying to achieve.
Like Ezra’s video, we introduced
our main character (which is our
artist) at the beginning of our
video, making it clear she is the
singer which is further supported
by her lip-synching early on in the
video to show it is her song.
We developed on this technique, as we
used a close up shot of a trinket box at
the beginning of the video. This helped
us to introduce the mood and narrative of
our video. In the video, the artist is
looking through photos of past events,
her past memories which links with the
reminiscent tone and theme of the song
we chose.
We challenged this idea of using a
pan shot, so to highlight the
importance of a recurring object or
significant place in our video. To
achieve this we used a close up
shot to introduce the trinket box
and a long shot to highlight the
setting of the video.

3. Music video
We challenged this idea of the artist’s
name and song title appearing at the
same time, as we put the our artist’s
name in the shot before the title. We
decided to do this because we felt her
name was more important than the song,
as she is a new artist promoting her
music. It is important to predominantly
highlight the artist, so to give her more
exposure for any later music and to start
to create a fan base following.
We made the decision to include this artistic
technique in our music video by showing a shot of
two younger girls spinning around which faded into
a clip of the two older girls spinning whilst the lyrics
“As she spins and spins” is sung creating an audio
match, showing links between the lyrics and the
narrative.
By using the hand held camera technique in our video,
we are able to highlight our narrative, because the
actors that appeared in our video held the camera
whilst filming making the video more personal. Even
though our use of this technique was different,
representing a relationship rather than instability, both
techniques allowed the artists to connect with there
audience to feel they are part of the videos gaining a
rapport with the audience. This is specifically important
in our video as she is a new artist, this being her debut
single.
Through the use of the ‘Dry Heat’ filter in final cut pro, we were
able to develop on this notion of time creating time symbolism
within our work. This is because the filter represents the idea of a
flashback and therefore reflects the idea that parts of our narrative
are in the past and there is a time scheme and journey within the
video.

4. Music videoLike Jessie J’s video, our
establishing shot introduced our
narrative and artist as the first shot
that was shown was of the artist
looking through a trinket box. This
also happened before the music
started meaning the audience were
able to gain an understanding of
our video building an instant
rapport with the audience.
We chose to focus on one narrative, therefore
challenging this convention. We did this as we
feel that our audience would be able to relate to
the story and characters in it better if we
focused on one narrative. In some senses we
did use a dual narrative as even though they
were technically the same person, two different
narratives are coinciding in one narrative with
each in the video.
We used and developed on this
notion of using camera angles to
convey power. In a shot of the artist
lip-synching, we used a low angle,
medium shot, therefore highlight the
fact that she is the protagonist in our
narrative, meaning she is the most
significant character. However, when
the two friends are captured
together two shots were used,
showing that their friendship is equal
and there is no power struggle
between them.
Particularly in the dance shots, we have used
colour connotations. For example the two older
girls in our video wear white and light pink
dresses which represents youth linking to the
shots of the two younger girls which also appear
in our video.

5. Digipak
We used this
convention of using the
rule of thirds with a
simple background
therefore highlighting
the significance of the
artist. This is important
as, like Shawn Mendes,
this would be our artist's
debut album.
The idea of contrasting the
colours of the text with the
background was an
influence for our digipak. We
also made the artist’s name
bigger than the title of the
album as we felt that it was
more important to promote
the new artist than the
album.

6. Digipak
We used this typical convention of a
digipak in order for the album to be
bought, making the digipak a
purchasable and marketable item.
We decided not to use this idea on the
front cover, however we were able to
develop on this by creating a collage of
polaroid's on the inside of the digipak with
images of the artist and actors in the
music video. This created a more personal
feel, reinforcing the idea of the memories
of a friendship as well as behind the
scenes images. Therefore the audience
were able to relate to and connect with the
artist more easily.
As we placed the track list in the middle of the
back cover, we felt that we did not need to use
numbers before the titles of the song as it did not
fit with the image, therefore we were able to
challenge this convention.

7. Digipak
We wanted to challenge the
composition of this photograph,
as we felt that it was more
important for our artist to be the
main subject. Therefore we
chose to use a plain
background with a medium
shot of her making her the clear
focus. This is because,
although we felt that the setting
of our video was significant, we
were able to incorporate it into
the poster.
We used the idea of placing the track list in the middle
of the back cover as we felt this fit the composition of
the image. We also used the same font on the back as
we did on the front cover.

8. Digipaks
Within our own work,
we decided to replicate
and draw influence from
some
of the positioning of the
titles as we liked the
idea of changing the
positioning
of the text so that it
flows vertically instead
of horizontally. However
we did not mix the use
of horizontal and
vertical text within our
digipak this was
something that inspired
our poster instead.
We decided to use a literal metaphor
where we used a faded, almost whimsical
effect on the image, the idea of the faded
image linking to the idea that what they had
and ‘Alice’ is fading. This faded effect being something

9. Poster
We used this as we made
it clear who our artist was
as we used a similar
composition to the images
of Mumford and sons’
poster.
By using a background which both
reflected the genre and our music video
(the setting), we were able to develop on
this. We also altered the exposure and
added a filter to further convey the
meaning in our video.
We used this concept of including some of the
songs which are on the album but we decided
to only show the song for our music video on
our poster to also promote the artist’s debut
music video.
Developing on this
feature, we wrote
multiple reviews from
different prestigious
music establishments.
We did this to highlight
that our album is of a
good quality. This is
important for a debut
album and new artist as
discoverability is vital.

10. Poster
We challenged the
convention of this poster
as we felt the setting
was important to include
as it creates context and
therefore enforces a
clearer narrative.
We used this technique of
contrasting tones as we
intended for the key
information to stand out to
the viewers of this poster.
However, to fit with our
theme we wanted the
juxtaposition to be less
impactful; carrying a softer
overall outlook and
aesthetic.

11. Poster
The text glow and lens flare on this poster link to the video which is a
concept that we also used in our products. We have shown this by using
the same font in our video as we did for our digipak and poster therefore
creating continuity. We furthered on this by using a filter which linked to a
similar filter which we used in parts of our video.