1. Evaluation Question 4
How did you use new technologies in
the construction and research,
planning and evaluation stages?

2. Construction
• We used a DSLR to take shots of potential filming locations,
which gave us options when considering what location gave
us the best representation.
• Furthermore, the camera we used to film the entire video,
providing a professionalism to the piece.
• iMovie used to construct and shape the final
• product, egs of specific cuts etc...
• used soundtrack combined with specific visual scenes to flesh
out the message we wanted to create.
• This gave the video a deeper meaning, in comparison to
conventional hip-hop videos, subverting Laura Mulvey’s theory
of visual pleasure and the male gaze.

3. Construction
• We also manipulated images on Photoshop, in preparation for the
final print products.
• The internet was vital to research successful digipaks and magazine
adverts, prompting us on what to include and what a successful
advert and digipak looks like. Examples included the Gorillaz and
Mumford and Sons.
• In relation to the specific genre we created a video for, I researched
the likes of Jay-Z which gave me information that was genre
specific.
• Fireworks was used to then construct the final products, using the
previous manipulated images to shape the print products.
• combined new technologies of internet (research) and Fireworks
(designing product) to produce the magazine advert.

4. Research
• The internet was used to search conventions of music videos and
hip-hop video more precisely, gives us a better idea of things to
include in the video and a basis/foundation to build on.
• We used prezis/powerpoints to present ideas and construct
analyses of lyrics.
• Scanned initial ideas for digipaks and adverts.
• Still images for the front cover of digipak as well as drawings of
ours provided initial concepts for us to develop.
• Audience research was filmed on a flip camera talking about the
artist (J.Cole) and there expectations in a video by him.

5. Research
• We looked at social networking sites such as Facebook
and Twitter to find out about J.Cole's following and the
age group of his fans. This gave us a better idea of who
we should target the video at.
• Practiced green screen, seeing what effect that
• could possibly have on our idea.
• On Blog, presented it using different digital technologies,
such as Prezis, powerpoints and mind maps.
+Positive of this is that we can present all of our work on
one program easily

6. Planning
• We constructed a timetable for the group to know when filming
would commence. Scanned and blogged.
• We constructed a mood board combining the different attitudes and
images of Aine's hobbies and lifestyle choices.
• When planning, we created a storyboard and then turned into an
animatic to get an idea of what the video would look like if it were to
be filmed as it was there on. From there, made changes to improve
the aesthetic and narrative.
• Drew up initial ideas for digipaks, which were scanned and blogged.
From there, turned the four ideas into one final design, combining
elements from all designs

7. Evaluation
•We used social networking sites such as Twitter and Facebook
to promote the music video, therefore the video could reach a
wider audience in a short space of time.
•In addition to this, we included links to YouTube from the blog
so that the video is easily accessible.