The document provides a media evaluation of a music video, CD cover, and advert created by the author's group. It answers 4 key questions: 1) How the project used conventions of real media products. They analyzed music videos and incorporated conventions like location shots and character portrayals. 2) How effective the music video, CD cover, and advert were together. 3) What was learned from audience feedback via surveys and social media, which helped understand how to improve. 4) What new media technologies were used for construction, research, planning and evaluation such as software for video editing.

1. MEDIA EVALUATION
Joshua Lewis

2. Introduction
In our group of 3 we created a Music video, a CD cover and an advert for it.
In this media evaluation I am going to answer 4 key questions
- In what ways does your media product use, develop or challenge forms and conventions of real media products?
We had to research into different music videos and different types of genre’s and analyse the conventions used in
each of those music videos that makes it appeal to certain audiences. We were then told to make a decision
about what conventions we were going to use in our own music video
- How effective is the combination of your main product and ancillary texts?
This question will look at the synergy of our three final products
- What have you learnt from your audience feedback?
The whole point of researching conventions in a music videos and their different genre’s is to appeal to the audience,
we want to make a video that the audience feel they can relate to. Audience feedback is essential to help
understand what we done right and were we could improve.
- How did you use new media technologies in construction, research, planning and evaluation stages?
I will look at the different hardware and software used in creating our music video.

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

4. Marketing aims and beginning stages
As a class, we analysed different music video’s from different genre’s. In
particular we analysed the ‘Runaway Love’ music video by Ludacris and
Mary J. Blige. We analysed how different conventions were used to portray
different characters in this video and how they were used to send a
message across that the audience can either relate to or empathise with.
After picking up on different techniques we decided what kind of music
video we was going to make and drew up a story board of the location and
the different shots in the music video. We also appointed different positions
within the group for example the camera man, the director etc.

5. How we used conventions of real
media products

6. How you used the conventions of a real media
product
Smartz produced a song called Londons burning, which was recorded just after the riots
on the topic of the riots. We felt it was only appropriate to shoot the music video in
central london around the westminister and picadilly area. In devlin’s london city
video he has filmed all the people walking in a night out in london ad sped up the
footage to create a blurry effect of how busy the night life is. We have aimed for this
in our shot at Piccadilly in Smartz’s music video. Devlin has also used one of the
main tourist attractions in london which is the london eye and so have we using a
similar shot creating the impression that Smartz is just a small human in a big city.
The view of big ben from different angles was important for this video, the lighting has
been caught effectively to show how beautiful london can be. In Wileys never be your
woman video Emeli Sande is seen to be standing on a rooftop in deep thought, we
have also used this convention in our shot Smartz across the river from Big Ben.

7. How do you use conventions of a real media
product

8. How you used the conventions of a real media
product
• In our video we have used the dissolve effect to change shots a numerous amount of times. This
makes changing from different shots smoother. We have chosen carefully where we used it in
our video for example when smartz is talking about sirens we dissolved the police and
ambulance sirens into the video briefly with footage we got from recording at oxford circus. I
discovered this technique used in many Drake videos. Also in Usher’s ‘Burn’ video when he is
talking about his girl it has a faded shot of her walking out of the room. I also noticed that some
shots change to go with the tempo of the instrumental for example the drums in Drake’s ‘I’m on
one’. We used this technique at some points in our video changing the shot after every one of
Smartz’s lines in the song.

9. How you used conventions of a real media product
We noticed in some official music videos the Artists put the
title of the song and the artist or the music group they are
representing. The logo on our video will stick in the
audiences minds so if they see it again they will recognise
it instantly and watch more products from this Artist. From
the logo we have dissolved in the clips from the London
riots so it makes the audience realise that ‘London’s
burning’ in the title is referring to the riots.

10. What have you learnt from
your audience feedback?
Question Three

11. Audience feedback
Audience feedback is essential for helping to understand whether the conventions you
used within your music video was successful and what you can do to improve on them
Techniques used for gaining audience feedback
-Survey monkey
We created a survey on www.surveymonkey.com with the following questions
Do you like the music video?
Do you think the video is representative of other music videos?
What music channels do you think the music video would be on?
Do you think the Imagery in the video match the lyrics in the song?
Does the video make you want to research in to more of the artists work?
-Facebook/Twitter
We posted the video on facebook to gain response from people we know as to whether
they like the music video or not and how we can improve

12. Do you like the music video?

13. Do you think this is representative of a real music video

14. What music channel do you think it would be
shown on?

15. Do you think the imagery
matches the lyrics?

16. Does the video make you want to listen to more
stuff from the artist

17. How we can improve on our
product
Apart from evidently needing a better quality HD camera, there are other
techniques we could have used better to bring out the best in this video
-Camera handling
In some points in our music video the camera is shaky which makes it look
unprofessional. There is also raindrops on the camera lens which could have
been wiped off. Steady handling of the camera can ensure all shots come out
clear as possible
-Lighting
In some of the shots particularly the one across the river from Big Ben and the
houses of parliament, there is not enough lighting on Smartz’s face to see the
words he is mouthing, a headlight on the camera would prevent this from
happening.