Evaluation draft

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

Our genre of our product was hip hop, typically conventions of hip hop videos are focusing on the need to sell the artist. A video we analised was "Love the way you lie". In this music video this convention is used throughout, Eminem's video used parallel editing in the form that there was a present and a past from of Eminem the narrator (present) sings the chorus's along with Rhianna and the character from the story line (past Eminem) this enables him to gather as much screen as he can selling himself as the artist. Another convention is a the lyrics match the visuals. This is typically used to tell a story etc, in our music video we did this by pretending to smoke drugs as this references to drugs is in the song also we matched "looking on the internet looking for class's" visually along side the lyrics. We also found that parallel editing is used in many hip hop/rap music videos this gives them a chance to tell a story along side the lyrics but yet still give the artist the maximum amount of screen time as possible meeting the Goodwin's points. Voyeurism was kept to the bare minimum as we found inappropriate in our style of song, however typically this genre is well known to use voyeurism as a key point in the music video with lyrics based around them. So in this we found ourselves challenging the typical convention. Visual music was also a key part in many hip hop/rap music videos this also came into our video on many of our transitions and and editing to the beat. altogether I found we met typical conventions of hip hop videos although in some aspects such as voyeurism we did not find it as appropriate.

2) How effective is the combination of your Main Product and Ancillary texts?

Our aim was to create three products a music video, a digipack and a magazine advert we tried to bring them all together as one product with obvious selling techniques such as standing out from the shelves. Our promotional package links in with each other with the background from one of our scenes is our front cover for the digipack and magazine article. This matches colouring and the artist (hakan) Kanye West this would bring in the fans and draw attention to the products. The scene from the music video was a great peice of graphiti we found in camgridge using good eye cathing colours doing the job for us. But most importantly it was a very typical location for a hip hop genre again bringing hip hop fans attention to our product. We found that we achieved this well. we rated our product to a 15 as off the type of language and drug references in the song this was a slight hinderance as we had to try and keep our ancillary products clean so they were consumer friendly. The use of bright colours such as luminous greens and the graphiti background helped the product leap off the shelves.

3) What have you learned from audience feedback?

Our feedback played a key part in our media product. However our mid way rough cut feedback was not so helpful as the unfinished product was put to our peers we knew what we need to add and do as well as anyone else. Therefore we found the feedback was mostly obvious to us and wasn't really very constructive in our eyes. Although after this once we were coming to the end of the editing process we could see the style of song was restricting our editing variations and showing off skills we put this to our teacher which brought in the head of media Tanya we discussed our pro duct after viewing and there we were able to highlight some key issues which enabled us to let the sequence flow and not so dull with lots of jumping shots and editing to the beat we were able to get the storyline across in a sensible fashion without becoming dull or unstructured. Whereas class feedback at that early stage we found was more of a hindrance than helpful. We also created questionnaires and out them to our target audience (our age group with similar tastes) this was more convenient giving us some certain points to clean up and other things they found unnecessary. Altogether we found a more expert opinion was necessary at key stages of our editing process although our peers was also interesting to hear as they were the target audience.

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

Organisation in the planning and development stages was key using the 'blogger.com' helped us arganise and keep safe all of our work along side research on the internet this was the perfect interface to keep our planning as oposed to hand writing. For the editing process Final Cut Express was the software we developed our skills on. This program had been used before, for other projects although our skills were still limited. We found youtube tutorials were useful when we wanted to learn a new editing technique to seperate our work from others. We learnt to use new transitions and editing on the beat was essential in our music video. There was also times where we resorted to asking the teacher how to pull off certain effects such as when saul was lying on the bed with clara as she fades away. This was performed using two shots one with clara and saul on the bed and then another with saul in the exact same position but without clara we then faded the two shots together. This gave us a very effective clip that gave the impression of special effects! Photoshop for the ancillary tasks was at the same sort of stage as final cut as we had used it before but finished more confident on the programs that before the project. We also used youtube to find out how to put the text behind the head of our artist.(http://www.flickr.com/photos/saul_blake/5220648770/in/photostream/) this also helped give a more professional effect. Overall I found that we gained much more skill and confidence on the software.

Our Commentary

 

Evaluation

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

Our final media product uses many conventions of real media products. We used Eminem and Rhiannas 'Love the way you lie' video as inspiration, as it had a similar storyline. One convention we used was selling the artist. We did this by making sure the artist (me) had the most screen time and used many close-ups. Also, i was wearing Adidas clothing and a flat-peak hat. This matches the genre as it is seen as 'hip-'hop' clothing and would be seen being worn by many other hip-hop artists, for example Kayne West. This also links into Genre Characteristics as it is a common convention of real media products. We  tried to film the majority of our shots in 'hip-hop locations', so we found many different graffiti walls and decided to shoot infront of them. We thought this matched the genre characteristics as you would expect to see the same or something similar in other music videos of this genre.

Also, we used another of Goodwins Points. This was visual/lyrics. This is how what you see at the time matches what is being said on the audio. An example of one is when the lyric 'She had a lil weed and we get a lil high' is being said, our video changes to a shot of Clara smoking a fake spliff. We thought this would be effective and emphasize the drug reference. Another Goodwin Point is visual/music. We added this to our video by changing the camera shot to the beat of the song. We also thought this was effective because in this particular section, the beat is very noticeable and our editing goes very well with it.

A way we challenge a convention of a real media product, is that we have not used Voyeurism in our video. We all agreed that we did not think it would be appropriate as the song is about how Kayne West says how men use and take advantage of women, and how he wants to be different from the rest. Effectively, in our video we have 2 Kayne Wests. Me being the actual artist, and Saul being the narrative side. We thought this would be a good idea and believe that the audience would be able to understand this.  



2) How effective is the combination of your Main Product and Ancillary texts?

I believe the combination of our main product and ancillary texts are effective. We used stills from the music video to create both the digipack and magazine advert. We took a still shot in Final Cut Express of the artist (me) and is the main focus on both the texts. For the digipack, the front cover is a big image of me standing infront of a Graffiti wall. Again, this is another way how we sold the artist. On the back cover, the background was again a graffiti wall and on the foreground we showed:

• What is included in the digipack
• Quotes from newspapers
• Directors and Producers
• Stills from the video, both narrative and artist side
• Record label
• Price.

All of these are very important so we felt we had to include them. For example, the stills from the video are significant because it gives the viewer/audience a taste of what they would expect to see, and whether they would buy it or not. The quotes give the digipack a good impression and would promote it as it has been given good feedback and could potentially increase sales. For the magazine advert, we also used the above bulletpoints.

You can recognize all 3 of these products are all related and similar in at least one way or another. In all 3, there is the urban hip-hop background setting of the graffiti walls. This is a strong combination between them all and i think had worked really well. Another is the colours we have used. For the font on our magazine advert, we used one of the colours on my Adidas t-shirt to show how we colour co-ordinated it.

3) What have you learned from audience feedback?

We did not receive any feedback for our final product. However, we received helpful feedback for our rough cut version. It was given to us by other students in our class. They commented on both the good and bad points and we took these into account and worked on them for our final video. Also, the head of Media department gave us some feedback which we found very effective. She commented on the lack of camera shots and how we let certain clips run for too long without changing them, and also how there wasn't enough close-ups for us to 'sell the artist'. We all agreed this became very boring, and wanted to film a better variety of shots. After receiving this feedback we went away and filmed once again. The footage we captured was good, and there was enough to change to different locations when editing. Our new footage ranged from more close-ups and mid-shots, to long-shots and some more narrative footage. We were very happy with our new footage, and decided to make the shots the main part of our video to replace the old ones. The majority of it was me lip-syncing from a few different angles, and throughout the whole video, it keeps coming back to these shots. Also, we filmed in some new locations. Saul recommended the skate ramp in Arbury as it suits the hip-hop genre. This also features quite a bit in our video.
Another criticism we received was on how the lip-syncing wasn't up to scratch. On our Final Cut version, it wasn't too bad, but on the version the rest of the class saw, it had been compressed and the quality had been decreased. We believed this was the main reason for this, but we went back all through the video and improved it all. 
To help us with our Ancillary texts, we created a questionnaire to ask to the rest of our class. This included questions we needed to know the answer to, to help us design them. An example of one of the questions used is: "On the front cover of the Digipack, would you expect to see the Artist?" We found out that the people we asked would expect to see the Artist, as he is a solo artist and the main focus.

I believe the feedback we received was very helpful, and if nobody was to criticize our video, then it would be no where near as good. As a group, we are all more than happy with our final result. We all think it looks professional and mature.

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

In the research and planning stages of our media product, we mostly used the blog and the internet. This was a good way to put down ideas and plan ahead about what to do, as it is secure on the blog and uploads above all our other posts. This meant the information we posted was there for us to look back on easily and would not get lost, as opposed to hand writing it.

Our main computer software we used was Final Cut Express, alongside Adobe Photoshop. We used Final Cut to put together and edit the captured footage. We learnt many new advanced techniques to make what we edited look more professional and believe we did an excellent job in doing so. In my opinion, one of the best clips in the video is when Saul is standing by the roadside and traffic is speeding by. We had planned this before hand and knew exactly how we were going to do it. Saul just had to stand perfectly still on the spot whilst we filmed, and the cars drove past behind him. When editing it, all we had to do was speed up the clip to the appropriate speed. This took a few times as we wanted to get the perfect speed. Another idea we came up with was Saul laying down with Clara, and then Clara fading away. Again, we had planned this before hand and knew exactly how we were going to do it. We needed to film 2 shots, one with Saul laying with Clara, and the other with Saul in the exact same position but without Clara. All we needed to do is fade the second clip into the first whilst that fades out. We had problems doing this, so we had a little help from one of the Media technicians who quickly gave us advice in which we then corrected it.
We used Photoshop to create our Ancillary texts, the Digipack and the Magazine advert. All of us felt that our skills on Final Cut were much stronger than on Photoshop, so didn't really know where to start. We completed our Digipack first as we came up with more ideas for it. We used our feedback from our questionnaire and used a still shot of me being the main focus from our music video, and put it as the background. We did this for both the texts, but used a different picture.

Evaluation (Saul)

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

Our music video follows the genre of Hip Hop. We have successfully worked with and around the conventions of a real Hip Hop product. In a typical Hip Hop music video you would expect them to be set in an urban setting. We met this convention well by using the more urban looking areas of Cambridge. We used a Graffiti wall and a skate ramp for parts in our video. Another convention is 'selling the artist' this is also a Goodwin point. Our Kanye is Hakan and in the video we sell him very well as an artist by dressing him in expensive but urban looking clothing and jewellery. However the song 'Apologise' by Kanye West isn't a typical Hip Hop song. Instead of boasting about himself Kanye talks negatively about himself. In doing so, Kanye is sold as he comes across as honest. 

Throughout the making of our video we had a strong influence from a music video by Eminem. The song is called 'love the way you lie' and in the song there are 2 Eminems. There is the Eminem, in the present, singing about his story(narrator) There is also the Eminem acting out the story, in the past(narrative) This worked really well in our video and meant we could show our artist a lot without the video getting too boring for the audience.

In a typical hip hop video specific editing techniques like jump shoots are used. Moving shoots (pans, dolly shots etc) are also commonly used in typical Hip Hop videos. Because our song isn't typical to the hip hop genre and is much more mellow we have decided to change this convention. We have used the jump shoots regularly in our video but we, rarely, use moving shoots. This worked well to keep the video mellow.

One of the 'Goodwin' points is 'visual and lyrics'. In most music videos, not just hip hop videos, the lyrics match the lyrics. We decided to follow this common convention in our video. We only match the visual and lyrics when the video is in the narrative(the past). This is because the Narrator (Kanye West) is talking about what happened in the past.  We match the visuals and lyrics a number of times throughout the video. An example of this is when the song mentions weed we show Kanye and his girlfriend smoking.

When filming our video we used mainly natural lighting. We used natural lighting when outside to keep the setting purely urban. When indoors, in the bedroom, we used a couple of lamps to create strong contrasting shadows and to create a focus on what is important.  This worked well and meant the audiences eyes didn't wander. Nowadays Hip Hop videos are filmed in top class studios with top class lighting and equipment. Not only did we not have the funding to film in such top class studios but we thought it would be more fitting, to the song to keep it really urban. 

How effective is the combination of your main product and ancillary task?

For our ancillary task we created 2 things. We created a 'Digipak' and an advert for a Magazine. Both of which were completed to a high standard. The combination between the 'Digipak' the Advert and the video is superb. We very successfully managed to create 3 products which would stand out from a crowd and also be recognisable as 3 products of the same thing. 

We managed this through a number of ways. One of the things that helped us create a good combination was the colouring. We used the colours from Kanye's(Narrator) clothes to match the colour of the writing. This created a well colour coordinated set of products. The yellow is the main focus of the Magazine advert and comes from the Adidas logo on Kanye's t-shirt. For the 'Digipak' we used black as our focus colour. Kanye is wearing a black jacket and jeans. The font is in black and so is the spine of the Digipak.

The main thing that creates the strong combination between the three products is the setting. The video is set with urban backgrounds. With this in mind we decided to take the most typical urban images from our video. We then made them in to still shots and create backdrops for our 'Digipak' and advert. The typical backdrops we chose were the ones with graffiti. This worked really well and kept the products matched.

The final thing we did to make our products similar and combined is to have our artist on the front of each product. Kanye is pictured in front of the graffiti background and is the focus of each product. Not only does this sell the artist but it helps the audiences to know that the products are the same thing. Kanye is wearing the same expensive costume in all 3 products. This helps to let the audience know its the same song and video.

Our music video has the age rating of 15(due to the drug references and swearing). With this sort of rating we have a lot of freedom to put what we want on our product. However if we want our product to be successful on the high street we would need it to be store friendly. This is because there will be people younger than 15 walking around music shops etc. To avoid losing high street popularity and losing a mature and cool image we made sure our products kept cool and urban but also colourful and understandable for younger customers.

What have you learned from audience feedback?

Because of technically difficulties we were unable to get feedback on our final draft. We did get feedback on our 1st draft though. We got this feedback from a number of different people. Our Media teacher, the head of Media and all the students in our group. This range of feedback was very valuable to us in reaching our finished product. 

The main problem we found was the lack of variety in shots. There was also a problem with how long these shots went on. After this feedback we quickly decided to go on another shoot. This shoot was much more efficient as we knew exactly what it was we needed to film. We filmed a variety of different shots from different angles and shot types. We also found new settings like the skate ramp and park which now features a lot in our video. This made a big difference and meant we were able to have jump shots from place to place. 

Another thing that came up regularly in our feedback was the fact that the lip syncing in our video wasn't completely crisp. The main reason for this is because the video people watched was a compressed quality version. This meant that the video was very blurry and you couldn't clearly see the mouth of the singer. The 'Final Cut' version of the video is very different and there is not much that needs sorting out. Never the less there was still room for improvement and we spent over an hour perfecting this. Now when watching the video there is no point where it isn't matched.

Whilst in the process of making our music video we also came up with a questionnaire for other students to answer. The questionnaire consisted of questions that we wanted answers to. We did this because, even though our feedback was valuable, we needed answers to certain questions like, Would you expect to see the location on the front of a 'Digipak or Advert? From this we found out that consumers would like to see this but would prefer the artist to be the focus. We managed to fulfil this by having our setting in the background behind our artist on all our products. We also found out other bits of information like the types of fonts they resemble with Hip Hop culture.

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

We only used a few different types of software for all of our products. These are Final Cut and Photoshop. We also used other technologies like the blogger to plan, evaluate and research from start to finish.

Final Cut was the main piece of software we used in creating our music video. We used it to edit the footage that we captured. We also used it to add effects and match the lip syncing. The most interesting and technical effect we created and used was a person fade out. We got the idea from a music video by Ne-yo an American pop artist. At the end of Ne-yo's video the woman he is about to kiss disappears. We did the same thing with Kanye's girlfriend disappearing from the bed room. We got some help from a media technician as to the basic technical points and then carried out the procedure to create a really nice effect. Lip syncing became a very tedious job in our video due to the fact we were jumping from set to set, meaning a lot of shots had to be matched. We learnt a lot of handy time saving techniques like marking the selection and filming the whole song(meaning you only need to sync once) then chopping up the clip. I believe we used Final Cut to our full advantage and we learnt a lot from it.

Photoshop was the second piece of software we used to create our magazine advert and 'Digipak'. For our magazine advert we gained our first ideas from a magazine called 'Hip-Hop'. The magazine created a very technical format of its image and title. It managed to slot the title between the artist in the image and the background in the image. This is a very effective technique and we decided to use it. Using the image slice tool we created 2 layers of the original photo. The 1st layer is the background without the artist, this layer is 'sent to the back'. The 2nd layer is the cut out of the artist which we 'sent to the front'. We then put the name of our artist 'KANYE WEST in between the 2 layers. This technique is simple but effective. We didn't use this technique for the 'Digipak'. Instead we created a dvd('Digipak') case with well placed info an images. We used creactive fonts with attracting colours to make this product of a high standard.

Probably the most important of all the technologies we used, and are using, throughout the project is the blogger. The blogger is an online network where you can write up planning, research, ideas and anything of any interest to you or those involved with your project. It has proved very handy when planning. This is because you can be anywhere and still find out all of the details as to where, when, what(props), etc. This is as long as you have access to the internet. The main thing is you know where all of your work is if you need any help or information and there is no need for jotting stuff down in notebooks, which could easily be lost.  

answer to evaluations Questions

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

Our music video uses conventions of real music videos. Our genre is hip hop so we have followed typical conventions used by hip hop and rap artists, for example the main focus is on the artist. The video goes between narrative and the setting. The idea of doing it like this was inspired a lot by Eminem and Rihanna's music video, 'love the way you lie'. In this video it is flicking between Eminem and a couple acting out what the song is about. This is also the main idea behind our music video, as we thought it is an effective way of selling the artist but without making the video boring.

We also used a conventional setting, this being urban settings. For example, places with graffiti in the back ground and parks. As we were in Cambridge we could not do it to the extent we would have liked to as Cambridge is limited with places like this.  This setting is conventional as artists of the same style and genre use similar settings for their music videos. For example Rip Shop, 'A better day', also uses this style.

We also have Saul, the actor, wearing jewellery. In hip hop videos it is very conventional for people in the video to be wearing it. To make it more conventional we could have had Hakan, the rapper, wearing jewellery. Instead we had him in a flat peak, which is also conventional in music videos from our genre. It is often seen by the real artist of our song, Kanye West.

Our editing shows lots of conventions. We have used fast paced editing and the shots change to the beat of the music. We also used lots of the same shot but from different angles which is also a convention. It is done to make the videos more visually interesting. These editing techniques are used a lot in Eminem's video which was our main inspiration.

It is very conventional to have the visuals and lyrics matching. We used this a lot when we were showing the narrative side to the video. All of these shots are following what Kanye is singing about. For example, when he talks about a phone conversation, the audience see Saul on the phone.

In hip hop music videos there are usually more moving shots than still ones. We did try to add these in but due to the places we went to film, the ground was not smooth enough to make this work without the camera work looking bad. This is something we could have done to follow conventions more.

We also could have used Voyeurism in our video. This is something used by artists in music videos throughout many genres. Our original plan was to use voyeurism in the bedroom scenes, but in our final video these shots didn't work well. I think that although our song is from the hip hop genre, it is quite slow so it wasn't easy to get voyeuristic shots in the film.

2.  How effective is the combination of your main product and ancillary tasks?

I think the combination of our music video and ancillary task is very effective. There is a clear link between the video, magazine advert and digi pack cover. This is partly because the images used are stills taken from the video, so there is a running theme throughout. The colours used are also all matched with the main image used so they all have the same colour theme throughout.

We have also used similar lettering on the title, 'Kanye West, Apologise' on both ancillary tasks. This is, having them in big bold lettering, with one letter on each word in a different colour from the rest of the word. For example on our DVD cover we have 'Kanye' in black with a white Y, and we have 'West' in white with a black S. We all thought that this looks more eye catching, and having such a colourful background meant that it was hard to find a colour that showed up throughout the whole of the title. For example on our magazine advert we used the yellow used on Hakan’s t shirt but it did not all show up so having one letter in black meant we could still use it.

In the hip hop genre a convention that is used very often is selling the artist as in this genre the videos are mainly focused on the artists. In all three of these tasks our main aim is selling the artist. This means that we have made the artist appears lots in the video and he is also the main image on both the magazine advert and on the digi pack cover. This will make the artist more recognisable as all of his products feature him a lot. This is something that is always important for somebody to be famous and to sell the music they create well, which is what being in the music industry is all about.

We do not use voyeurism at all and although this is a convention of hip hop, in our video we do not use it, so it wouldn't be appropriate to start in the ancillary task. This means that none of our products use voyeurism.

Our ancillary tasks use lots of basic conventions, for example the digi pack cover and magazine advert both have quotes. We used quotes from newspapers and also ‘hip hop magazine’. Using a quote from this magazine will make the music more popular as people that listen to the hip hop genre will respect the opinion of this magazine. Our digi pack cover has special features and a star rating as well as quotes. These are both used a lot in digi pack covers and magazine adverts, making our ancillary task look very professional. It will also make the digi pack sell better as there is more to it than what can be watched just on the internet.

3. What have you learned from audience feedback?

We do not have audience feedback for our final product, however, after our first draft of a music video we had lots of feedback. This feedback was from a range of people, we had it from all of our class, our teacher and the head of media. As we had similar feedback and ideas from this range of people it clear what needed to be changed.

We realised that we needed to shoot more footage as it was clear our shots were all too long and got boring for the audience to watch. So, from our first draft to final version there is a noticeably bigger range of shots and locations. When choosing these locations we went back to our story board and looked at ideas we had wanted to do but hadn't had time to film. For example we had planned to have some shots in a park, so we used this idea and shot lots of footage at the skate ramp in Arbury.  We also used shots that we hadn't previously planned, such as the shot of the trees. Although this shot is slightly random in our video it added more of a variety for the audience.

We were told that we needed to perfect our lip syncing when Hakan is rapping. We think having it completely in time is a very important factor in a music video so we looked at the video very carefully to make sure it was perfected. However, this was mostly correct and the reason the audience thought it was out of time was because of the quick time conversion. However when we had made minor adjustments and improved the lip syncing there was an improvement, which is obvious when the video is watched in high quality.

We also learnt how we could improve our video from the positive feedback given. This was because we needed to add more clips to make the video go to the end of the song. With the positive feedback we knew what the audience liked to see, so we added more of this when finishing the video, for example they liked that the video switched between rapping and narrative. We tried to make sure that this continued throughout the song but the first half of our song does have more of the narrative than the second. They also liked the urban settings we were using, so when shooting more footage we made sure we used similar settings.

We have had audience feedback through a questionnaire we created. This involved seven questions and one person from each group in our class gave us answers.  From this, we can see that what we have created will appeal a lot to people of our age. This is because the answers they have given nearly all follow what we have done. This involves mostly what they, as an audience would expect to see. The answers given were all very similar on each question so this meant that we were sure this is what our age group would like to see. We would have liked to have a bit more of a variety of people answering our questionnaire so we could make sure we appealed to the whole target audience and not just our age group that go to our college.

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

When researching to make our music video we were mainly using the internet and our blog. This was very helpful as there is so much information on the internet about music videos. This was useful to us as we could make sure that our music video fitted the genre well and looked as professional as possible. Using the blog meant that we could record everything we found so we could go back and used it during the planning of the video.

When constructing our music video the main media technology that we used was final cut. We put all of the footage we filmed into final cut and selected the parts of what we filmed that we would use. We had to select carefully and make sure that we kept all of the footage that we wanted to use. After we had selected all of these we started the editing. Whilst editing we learnt lots of new techniques to make our video more visually interesting. For example, the clip where Saul is standing next to the road and the traffic is speeding past him. At first we just had all the cars sped up going forward but then we realised we could reverse the clip. So, this clip is switching from the cars going forwards and backwards which will interest the viewer and make people want to watch our video.  Another effect we put in was to have Clara disappearing at the end, this is something that at the start of the construction not all of us would have been able to do. During the making of our video we all got a lot more confident using this software.

We also used photo shop when constructing our video. We made a digi pack cover and a magazine advert using this software. None of our group was very confident when using photo shop but by the end we had two good products. We did digi pack cover first so this is quite simple but I think it is still effective and does its purpose. In our magazine advert we used more techniques as we were feeling more confident as we had already made the cover. One effect we did was to make it look 3D by having Hakan’s head in front of the title. This makes it more eye catching and so it sells the artist and the video well. Using photo shop to construct these two tasks was a good piece of software to use as there are many different effects that can be put in. The text used was also one that is created effectively by photoshop.

When evaluating our video the main media technology we used was also final cut. We made a commentary to go with our video. We filmed ourselves evaluating our video and used clips from our video to give examples. As we had used it so much in the construction stage we were able to create a good commentary. We have managed to use a variety of ways to give the examples, for example having the pictures of the ancillary tasks over our voices.

Our music video uses many conventions of real music videos. Our genre is hip hop so we followed the typical conventions used by hip hop  artists. We got our first inspiration from watching a music video by Eminem and Rhianna. The video is called 'Love the way you lie' and in the video there are two Eminems, the narrative and the artists singing. We used this same idea for our music video and had Hakan singing as Kanye West and Saul following the narration of Kanyes' song. Another convention used in our video is one of the Goodwins points, 'selling the artist'. Our Kanye is sold by the fact he is wearing expensive clothing like the 'New Era' flat peak. He is also wearing jewelery which makes him look rich.  However the song is a negative song about Kanye so the artist is not portrayed as a good person but portrayed as honest. In a typical hip hop video jump shots and fast camera movements are used to create an exciting atmosphere, however our song isn't a typical hip hop tune and is very mellow. Taking this into account we decided to use the jump shots but without the camera movement. To make it more conventional we could use moving shots. We also used different shot types but of the same image which is a commonly used technique. To create the hip hop feel in our music video we used typical urban backgrounds. One problem we found was finding a good setting in Cambridge. We managed to find a few graffiti walls and urban looking areas(skate ramp) to create this setting. We ended up using the graffiti backgrounds for our advert and Digipack. We used the Goodwin convention, 'Visual-Lyrics' when the song referenced to certain things, like "smoking weed", we used a fake spliff to match this.




We created a digipack and a magazine advert for our ancillary task. We, very succsefully, created an ancillary task that matched our video.  

Questions 2 + 4

2) How effective is the combination of your main product and ancillary texts?

I think the combination of both our main productand ancillary texts I feel are very effective. Both of our ancillary texts include stills taken from our music video, which is important so the audience know what to expect from the video before buying it. We all agreed that we successfully created a product that matched the style of our video. The colours used in the Ancillary texts are all matched with the main image used, so they all have the same running theme.
In all three of these our main aim is to sell the artist. The artist appears lots in the video and he is the main image on both the magazine advert and digipack cover.
We do not use voyuerism in any of these, although this is a convention of hip-hop. We chose not to use it in our video or digipack as we didnt find it appropriate in our narrative.

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

FinalCut - We used Final Cut Express in our editing stage. We learnt new techniques to give our video the edge, and all feel alot more confident with the software. For example,  

Magazine advert and DVD cover

http://www.flickr.com/photos/saul_blake/5220648770/

http://www.flickr.com/photos/saul_blake/5220648100/

Questionnaire to assess target audience

Red p1-05
1. On the font cover would you expect to see the artist?

Yes, because its a solo artist

YES

 Yes 
 
2. Would you like to see location on the front cover?

Could do, but may be better with just the artist

Yes but I'd expect it to focus on the artist

Yes but i feel that the focus still should be on the artist

3. What colours would you expect to see?

fairly dark, Rap, RnB colours

Black, Grey, Brown

dark colours like grey because it suits the genre

4. Which font would you like to see?

Urban

A big bold font that stands out 

A font that stands out and is big and bulky

5. On the back would you expect to see song names?

Yes

YES

Yes

6. Do you prefer one big image the whole way across the cover or lots of little ones to give you an impression of the setting of the video?

One big image, that represents the artist

One big image of the artist

I think a big image is good but you can still put smaller images over on the back to cover up empty space

7. On the inside would you expect to have a fold out leaflet with information about the artist and their songs with lyrics?

Not in the Dvd, on a CD 

Yes why not

Yes because it offers more information
 

Analyses of The Game magazine advert

http://www.flickr.com/photos/saul_blake/5208955174/

On the magazine advert the main image is of the artist. This sells the artist which is important in the hip hop genre. It portrays the game as 'gangsta' which is what the stereotypical target audience of this music will idolise.He has lots of tattoos that are shown clearly in the image of him, this adds to his whole image.

The quote on it 'I DON'T GIVE A DAMN ABOUT ANY OTHER RAPPERS' portrays him as arrogant but also cool. This would sell well with the target audience.

He is the main feature on the article but there is also advertisement for similar artists. This will help to sell his music as if the audience know of these other artists they will take more interest in him.

It has the front cover of the CD which means that when people see it in the shops they will remember the advert and be more likely to buy it. It will also help to sell the music as if people go to the shops looking for the game, they will know what they are looking for.

Final

Since first draft

Since the first draft we have made lots of improvements to our video. Although it is not finished yet we have filmed extra footage of Hakan rapping from different angles. This footage is very useful to have as it has meant we can skip from shot to shot quicker, making a video much more visually interesting. Doing this has also helped as we have a bigger range of camera angles.

Last minute filming!

We as a group have decided to quickly film a few more lyrics during our editing process just to mix up the footage a bit more to make it feel as if there is more happening. This hopefully wont effect us with meeting the deadline as we know where to put it and exactly what to film so it shouldn't be too much of a hindrance.

Advise on Roughcut

We asked for some advise for our video as there was clearly something wrong with the video. We knew the content was good but there was something wrong with our video. Tanya the head of media kindly came and viewed our roughcut the feedback we got was helpful giving us confidence in the content side of things but showed where we could improve. We now know to cut up the story line and put it in paralelle with hakans rapping to make it flow better and be more visually interesting throughout.

Roughcut

About the feedback

We already know everything that people hve pointed out to us so it wasn't all that helpful. We also think that the apparent "squat" look is actually quite fitting to the Hip Hop genre as Hip Hop developed from poor people in North America. There were some parts criticized for being out of time but this is because of the quality of the quicktime conversion because in Final Cut it is in sync. When we have filmed all of our footage we believe we will be able to fulfill all that has been mentioned.

P1-04 Feedback

Dom thinks that the video has some good ideas, it would appeal to it's target audience. However the lip syncing needs improvement, the fact that the music and video is out of sync is very apparent at the beginning of the video. The video the has some variety locations however it would use some more.

The urban setting appeals to people of our age, it was filmed well how it switched from Hakan  rapping to Saul acting. They also used good effects when Saul was standing at the road and cars went by fst, passing through time.
How ever the shots of Hakan singing went on  little to long and whilst under the bridge was hard to see his mouth moving.

The bedroom could be made to look like a bedroom, because it looks like there just squating on a mattress on the floor.

p1-01 feedback

Our favourite part was the sped up traffic this was effective because it looks professional.

we liked how there was  narrative as well as the artist rapping. However, we weren't always sure if the artist's lip syncing was always in time.

goodwin's points:

voyeurism: urban landscapes and the music vinyl player

music and lyrics: searching the internet and smoking

music and visuals: the verses were mainly focused on the artist while the instrumental is where the narrative is shown.

genre characteristics: the clothing and locations so with the genre

selling the artist: his clothing gives the impression he is 'bad man'

Feedback..

Overall we think that the lip syncing was very good and convincing. The visuals and lyrics match really well and the overall style fits the convention of the song. The settings that they chose where good and matched the genre of the song. The effects that were used were very clear and effectively.

It sells the artist very well as it shows off his singing talent and shows that he is very stylish. The use of intertextuality was good for example when they showed the internet and the graffiti in the background.

An improvement could be to shorten the time between shots when someone is walking or singing. 

Filming Plan for 3/11/10

Tomorrow we are planning on shooting some film to replace all that we lost. We start our shoot at 2.30pm nd will finish shooting at around 5 when the light goes down. This is one problem we face, because of the change in sunset it will be darker sooner

Feedback we expect

Due to the lack of filming, because of technical difficulties, we are expecting a lot of feedback about most of the video which we lost footage for. Most of Hakans lip syncing needs to be filmed again and Sauls lip syncing.  Were exoecting people to say it needs to be longer and that parts are out of sync.

Roughcut deadline

We think that our rough cut is starting to look good, due to the technical amendments we have made whilst editing. We still feel that we have too many static shots, and would like to take a camera again so that we can get more moving shots. As some of our footage got filmed over we need to re film what we did on newmarket road. With this footage our video will be more varied as we will have more shots we can use.

We think that the class we say to us that we need more interesting shots and more moving shots.

Amateur vs Professional

There are some key changes between Amateur and Professional videos that become noticable between the two. The number of static shots in amateur films is much greater than professional videos. Static shot can become very 'samey' and spoil the drama within. You must take into account the different in budgets between the two amateur and professional. The budget difference is always going to be reflected onto the video with highly expensive technical abilities the profesional music video will always have the edge.
Market research would have taken place on a much greater scale with experienced directors and staff.

Professional



Amateur

Location report

We found that our locations were fitting to the style of the song. But found capturing the shot difficult when members of the public were walking by. However we got the variation of shots we wanted, we are particually happy with is the static shot that will eventually be sped up having cars whizzing past saul at rush hour. Replicating the world going by without him.

Saul's house was difficult to get the right lighting we wished for ending up with a diagetic light source being set up around the room.

Editing Progress.

So far we have uploaded all of our material on to our Mac. We are currently in the process of chopping and ordering the shots. We have found that the footage we lost was actually very important to have as there are lots of gaps in our filming. We will almost definitely need to film again to ensure we have enough of the correct footage. As of yet we haven't started our proffesional editing process and hopefully in the next session we will be able to get on with this.

Footage analysis.

So far, we have succusfully filmed the majority of our music video. We have captured all of our narrative footage of Saul and Clara in the bedroom. Also, we had filmed all of our lip syncing on the rest of the locations. Unfortunatly we have encountered a technical error where some of our footage has been lost from the tape. We are organising a new date to go out and film what we have lost. After we have uploaded our roughcut.
We didn't get all the shots we wished for as either the lighting or the location wasn't right. We also had problems with the dolly not getting a smooth enough surface meant that we couldn't get a still enough tacking shot. This meaning that our footage is mostly static shots which is not what we first wanted.

Lyrics-Visual

There must be more good women than men percentage wise
So her chance of having a husband just minimize
That's why a lot of girls claim they ain't into guys
And mess with other girls part time to improvise
I knew she wouldn't vibe
No I seen her inner eyes (Here we have a shot of Saul looking in Claras eyes)

But I'm like any other guy trying to get in her thighs (Here is a shot of Sauls hand on Claras leg)
She telling me about how black people should enterprise
And I'm like, if you don't get your ass in this ride fuck enterprise
That I rented yesterday and gotta have in by 5
With the gas fully filled up like I didn't drive
Told her I had a girl, nah fuck it I didn't lie
Told her this rap game is alright. I'm just getting by.
She had a lil weed and we get a lil high (Here Clara and Saul are smoking together in bed)
And I'm looking in her eyes and I'm loving her vibe
Told me back in 95' she fell in love with the tribe
Boo back in 92' I was just like you
Please don't be confused by the ice and jewels
I'm like any other nigga buy ice to stay cool
Like any other nigga that claim they hate school
And think yeah Free's banging but she's no Rachel


We ball 'til we fall
Hit the mall
After we
Hit don't call
We fill your lives
With nothing but lies
And I would like to
Apologize


We ball 'til we fall
Hit the mall
After we
Hit don't call
We fill your lives
With nothing but lies
And I would like to
Apologize


But you can't stand right here
And tell me everything is going to be alright
'Cause until the day a real man stands up
I'm going to have to improvise


Was it something I did wrong?
Yeah I know I'm wrong
She's at home alone and I'm always gone
Hate it when she mad but more when she passive
Now she on the internet looking for classes (Here Clara is looking on the internet)
Out of state though, man that hurt yo
But I got work though, and I'm at work yo
And she don't call a lot
And when she do she pouring out her heart (Split screen phone ca;; with Clara and Saul)
You never listen to me then the call drop hmmm
And I promised her everything
Told her when I get a deal I'll get her a wedding ring
But when I got my deal I was back in the ring
Fighting my urges, strip club splurges
Never had money so I feel like a virgin
And I'm trying to break the bank's cherry
Trying to see can I afford Canaries, with a Ferrari, and a dinner date with Halle Berry?
When from 50 g's to fifteen hundred in a week
No I'm trying to call..one ring...two rings...seven rings...eight rings
Her mother picked up the phone
Like she in school and she don't stay here no more
I guess there's more good women than men percentage wise
So her chance of having a husband just minimize
I guess that's why she says she ain't into guys
And focus on school full-time to improvise


We ball 'til we fall
Hit the mall
After we
Hit don't call
We fill your lives
With nothing but lies
So I would like to
Apologize


We ball 'til we fall
Hit the mall
After we
Hit don't call
We fill your lives
With nothing but lies
So I would like to
Apologize


No no, you can't stand right here
And tell me everything is gonna be alright
'Cause until that real man stands up
I'm going to have to improvise


you can't stand right here
And tell me everything is gonna be alright
'Cause until that real man stands up
I'm going to have to improvise


you can't stand right here
And tell me everything is gonna be alright
'Cause until that real man stands up
I'm going to have to improvise.

Contacting Kanye West.

From 13 P1 -03 Music Video This is a message via twitter to ask for permission to use his song for our project. We have not heard from Kayne West since we contacted him.

Shoot review 6th October

On the 6th of October we filmed our first location at Sauls house. We filmed all of the footage with the actor we booked, so we didn't need her assistance again. Most of the shots were in Sauls bedroom. The lighting was rather dim so we had to use non-diagetic lighting to create ambiance. We tried to get a variety of angles and shots to ensure our technical abilities are shown. It was good to take all these shots to prevent our music video from being boring given the slow pace of the song.

Shot List

 

This is our shot list for our music video. It has information on the order we will do the shots, which camera angle that we will use and the location.

Story Boards for filming

The purpose of our story board is to make it clear to us where and what we will be filming during our filming sessions. Having a plan so detailed means that we will not waste lots of time when we have time with the camera, we can just get straight to it and film.

Call sheet

Call sheet 1

Directors:
Will and Kate

Assistant Directors:
Hakan and Saul

Sound:
Will

Locations:
Newmarket Road
Sauls house (Leys Avenue)

Actors:
Saul, Hakan and Clara

Camera:
Kate and Will

Transport:
Will's car

2:40- Take the camera
2:45- Go get Saul
3:00- Go to Newmarket Road and shoot
4:00- Go to pick up clara
4:30- Go to Saul's and shoot

Timeline for Music Video

This is the story board for our music video that  have used to make the story boards and shot list. We will use it while filming so that we get our video exactly how we have imagined.

Video that has inspired our idea's

 Eminem - Love The Way You Lie ft. Rihanna 

http://www.youtube.com/watch?v=uelHwf8o7_U

The first scene when they both lie in the bed is very similar to our idea, Although we will have the girl fade out of the bed. then go on to another scene whereas this video stays in the house.
The colours set the right mood that we wish with the dul colours and natural dull lighting.

Coldplay - 'Fix you'

http://www.youtube.com/watch?v=skUJ-B6oVDQ

 This music video has the same mood setting is we wish to pull off the whole video is set of the lead singer walking down the street we are thinking of having saul walk down the street singing although it will be a long shot on a dolly watching him walk down the road. we find this apropriate as it sets the right sort of mood with saul.

Mise-en-Scene

PROPS
We will not need lots of props, however for the smoking scene we will need a fake spliff.
We will use the decs in Sauls room for the opening scene.

COSTUME
We will be wearing casual clothes (maybe a little scruffy) that you would wear day to day fitting with the laid back genre.

LIGHTING
We will be using natural lighting with what ever the weather is on the day, we will need to film it all in one day to ensure the best continuity we possibly can. The lighting in the bed room will be dull setting the mood.

MAKE UP
Make up will not take a key part in the video Clara will use a normal amount nothing different to every day life.

SETS
We will be using Sauls bed room, a street with grafiti over the walls to suit our genre and saul walking down a street.

COLOUR
The songs mood is a low beat song setting a slightly depressing mood. the colours will be dull nothing bright and standing out apart from the graffiti wall.

Feedback from pitch

Question 1:-
How will we fade away Clara?
We will do this by having Saul staying very still and stopping the camera and Clara getting out of bed, then filming Saul sitting in the same position. We will then use the fade one clip into the other to make it look like she faded out not that she jumped out.

Comment:
We need to put more images on to our pitch

Comment:
We need to take pictures of the process of rolling the 'Spliff' to show that it is not actually weed. We also need to acknowledge that if this went on TV the 'spliff' would be fuzzed out.

Music Video & Lyrics of Apologize

http://www.youtube.com/watch?v=33OLNn-8YJE

^^ YOUTUBE LINK ^^

There must be more good women than men percentage wise
So her chance of having a husband just minimize
That's why a lot of girls claim they ain't into guys
And mess with other girls part time to improvise
I knew she wouldn't vibe
No I seen her inner eyes
But I'm like any other guy trying to get in her thighs
She telling me about how black people should enterprise
And I'm like, if you don't get your ass in this ride fuck enterprise
That I rented yesterday and gotta have in by 5
With the gas fully filled up like I didn't drive
Told her I had a girl, nah fuck it I didn't lie
Told her this rap game is alright. I'm just getting by.
She had a lil weed and we get a lil high
And I'm looking in her eyes and I'm loving her vibe
Told me back in 95' she fell in love with the tribe
Boo back in 92' I was just like you
Please don't be confused by the ice and jewels
I'm like any other nigga buy ice to stay cool
Like any other nigga that claim they hate school
And think yeah Free's banging but she's no Rachel

We ball 'til we fall
Hit the mall
After we
Hit don't call
We fill your lives
With nothing but lies
And I would like to
Apologize

We ball 'til we fall
Hit the mall
After we
Hit don't call
We fill your lives
With nothing but lies
And I would like to
Apologize

But you can't stand right here
And tell me everything is going to be alright
'Cause until the day a real man stands up
I'm going to have to improvise

Was it something I did wrong?
Yeah I know I'm wrong
She's at home alone and I'm always gone
Hate it when she mad but more when she passive
Now she on the internet looking for classes
Out of state though, man that hurt yo
But I got work though, and I'm at work yo
And she don't call a lot
And when she do she pouring out her heart
You never listen to me then the call drop hmmm
And I promised her everything
Told her when I get a deal I'll get her a wedding ring
But when I got my deal I was back in the ring
Fighting my urges, strip club splurges
Never had money so I feel like a virgin
And I'm trying to break the bank's cherry
Trying to see can I afford Canaries, with a Ferrari, and a dinner date with Halle Berry?
When from 50 g's to fifteen hundred in a week
No I'm trying to call..one ring...two rings...seven rings...eight rings
Her mother picked up the phone
Like she in school and she don't stay here no more
I guess there's more good women than men percentage wise
So her chance of having a husband just minimize
I guess that's why she says she ain't into guys
And focus on school full-time to improvise

We ball 'til we fall
Hit the mall
After we
Hit don't call
We fill your lives
With nothing but lies
So I would like to
Apologize

We ball 'til we fall
Hit the mall
After we
Hit don't call
We fill your lives
With nothing but lies
So I would like to
Apologize

No no, you can't stand right here
And tell me everything is gonna be alright
'Cause until that real man stands up
I'm going to have to improvise

you can't stand right here
And tell me everything is gonna be alright
'Cause until that real man stands up
I'm going to have to improvise

you can't stand right here
And tell me everything is gonna be alright
'Cause until that real man stands up
I'm going to have to improvise.

Our Pitch for Kanye West-Apologise

LOCATIONS

We will have our music video as mostly one long shot.

We will use, for the beginning of the song will be Sauls bedroom. It will start with Saul putting the needle down onto the decs.  Then, in his room will be Saul leaning on the sofa lip syncing while a girl is asleep in the bed.

We will then see Saul leaving the house and follow him to the train station. He will be walking and lip syncing. Then walk round the corner and to a busy train station. We will speed up the surroundings and have the singer walking slowly. At this point they will not be lip syncing as we do not have the editing equipment to make that work. Then it will come out of the slow motion when Saul and Will bump into each other.

We will then see him going back to Sauls lip syncing again going back to his house.

In the song Kanye West talks about smoking weed with his girl. So we are going to have Saul and a girl smoking weed ( wont actually be a spliff) back in his bedroom and we will match the visuals and lyrics.

In the song the couple break up. When this happens we will have to couple kissing on the bed and then she will fade out and disappear. This shows that they are now out of each others lives.

When the choruses come we will always use the shopping centre image of Saul looking for the different things that the lyrics are talking about. For example rings.

PERFORMANCE STYLE

We are going to have a running narrative through the video.
There will be lip syncing.
As it is not an upbeat song we are not going to have dancing and lots going on as it would not fit with this song.

EDITING STYLE/FILMING STYLE


When filming we will use a tripod for when we do the train station scene.
For the tracking shots we will use a dolly to make it flow without being too bumpy.
When editing we will use lots of simple transitions to show the narrative.
One more complicated editing technique we will use, is to speed up and slow down the images.
We will also use a fade, to fade the girl out of the bedroom in that scene.


PROPS
We will not needs lots of props, however for the smoking scene we will need a cigarette.
We will use the decs in Sauls room for the opening scene.

CASTING
Saul is going to be Kanye West.
Clara ( a friend) is going to be the girl friend
Will is going to be part of the busy crowd and he will bump into Saul.
Hakan and Will will be Sauls friends whilst having the spliff.


OVERALL VISION
It is Kanye Wests life with and without his girl.


GOODWINS POINTS
We have matched the visuals and lyrics in some scenes in the video, For example the smoking scene. We will also have 'apologize' written in graffiti which fits the lyrics as it is the name of the song.

 The artist is not sold very well in this video. This is because the lyrics are negative about the artist singing it.

The lyrics of this song have some intertextuality as there are references to other celebrities. For example Hallie Berrie. The is also a reference to a ferrari.

We do not have voyerism in the video as it is not appropriate for the song as it would contradict the meaning.

We fit the hip hop genre because of the setting of the public places, drug references and the graffiti on the wall of saul's room.

The music fits the visuals as the song is quite slow, and so is the video.

Practise Poster

Practise DVD Cover

 

This is the start of our idea for a practise DVD cover. We have used eye catching colours, with the name of the band clearly stated. If we had, had time to finish this we also would have added the logo, length of songs, names of songs, ratings, bar code and reviews. 

DVD Cover.

How far did we get?


We did not finish our DVD cover as we didn't have enough time. We did not add much of the stuff that we had planned to. For example the information of the music on the back cover, a bar code, age rating and pictures.



What did we Struggle with?

We found this task quite difficult as everyone in the group isn't experienced with Photoshop. However this task did help us develop our key skills.

How much time do you think you will need for the real thing?

As a group, we have decided that 3 lessons (a weeks worth) will be suitable for us to finish both the poster and the DVD cover.

Madonna music video analysis

Madonna analysis:-

Front cover:

• On the front cover Madonna is posing as a typical country girl meeting all of the criteria, for example she is wearing a cowboy hat and lying in/on the hay.
• She is wearing glittery clothes (top and tiara) which shows her country class and her fame.
• The actual photo doesn't give much away, as to who it is. But, as Madonna is so famous and is well sold everyone knows it is her
• Her logo in the bottom right corner shows her stage name the song title and a cowboy riding a horse.
• The font used for the writing on the logo is very western and written in pink to stick to the typical girly image.
• The video cover expresses that it is a parental advisory video (explicit language) this changes the audience immediately to an older audience.

 The spine:

• The spine is very colourful, with lots of different colours and shades. This makes the case more attractive to the viewer so they are more likely to pick it out of a group of DVDs. 
• The spine has only the most significant information with the name of the single in large bold font. This is because the single is very popular and instantly connected with Madonna. This is the reason Madonna's name is in smaller writting.

The Back:

• The back cover has all of the detailed information of the whole process of the making of the DVD.
•  It includes the producers, director and every other aspect of the video.
• It also contains information like the picture format and the duration time.
• The back cover is only important for those who are going to buy it. 
• The image on the back is following the theme from the front cover as it contains a cowboy hat lying in/on the hay.

Auteur Theory, Andre Bazin

-Director has asigniture style. This makes there work recognisable. The style could be using   intertextuality, similar themes, mise-en-scene or filming techniques.
- Repetition is key for creating a recognisable style for the director. This repetition is called a 'Hook'. It is repeated to draw the audience in. For example, close up on the artists face. The idea is to make the audience want to watch again.
- If the viewer doesn't watch again then the video is not successful.
-For a successful Auteur/Hook the video needs to be edgy/innovative creating something knew that stands out.

The director we looked at is Jonathan Glazer. He has created music videos for artists like Radio Head, Jamiroquai and Massive Attack. He also does films and commercials.

On his music videos they all follow the same theme. They usually intail a psychological story which usually follows one person and their thoughts. The camera work is really simple and usually one long shot, for example, Unkle - 'Rabbit in your headlights' where a man is walking through an underground tunnel.

 All of his videos consisted of very unrealistic situations and things which aren't physically possible. For example, in the Jamiroquai video, the floors were moving but you couldnt actually see it, so it created the effect of the artist and the props moving around 'magicaly'.

 Jonathan Glazer uses special effects as a key part of his work. Which makes the videos unrealistic, but more interesting. therefore including the psychological effect of the videos.

Conventional Poppppppp music video

JLS - The Club is Alive

<object width="640" height="385"><param name="movie" value="http://www.youtube.com/v/Jzt0tncfSUQ?fs=1&amp;hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/Jzt0tncfSUQ?fs=1&amp;hl=en_US" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object>


This music video meets the typical conventions of a pop video.

Voyeurism

• Video showing Girls doing sexy dances.

Fashion

•  The artists (JLS) are all wearing fashionable clothes which would appeal to the target audience. They turn up to the club in a 'flash' car also which is also appealing to the audience. This meets the general pop conventions.

Focus on the Artist

•   The artists are made to look the center of the attention being let in the club in front of the queue and throughout the video dancing in the middle of the club with everyone dancing around them. Also the artists gain all the attention from the girls and is clearly shown though out as they have the most screen time. 

Setting 


The scene is set in a club, which is typical of a pop video.
Although costume change which is a typical convention of pop is not included in the video.

Unconventional Music Video

Christina Aguilara - The voice within

http://www.youtube.com/watch?v=8XtKqAOngWs&feature=related

We have chosen this video as our unconventional pop video as Christina Aguilara is a pop artist and this is a pop song, however the song doesn't follow the pop music video conventions.

The video has no colour in it, the whole video is in black and white. Conventionally, in a typical pop video, there would be lots of bright and vibrant colours. For example Katy Perry, California Gurls.

Another Convention that pop videos usually follow is having dancing and background dancers. This video however only has Christina Aguilera in it and she doesn't dance she just uses expressive movements like this:

In this video she is not wearing designer wear and has no costume changes. She just wears a silk dress that looks like a night dress. This does not change throughout. In most music videos the artists have lots of costume changes into different dresses/costumes.  A pop artist that does change costumes many times is Cheryl Cole in her music video, Fight for this love.

In this Cheryl Coles video it is apparent from the pictures above that in her video she uses jump cuts from setting to setting. However Christina Aguilera uses just one long shot the whole way through her video.

Christina Aguilera's video also is not very visually interesting unlike most pop videos as the focus is mainly on her and it brings the focus to her amazing voice and the emotions she is expressing.