Research summary

Overall for my summary I do believe that research and planning were one of  my most imperative stages of my coursework journey as I needed to do a great deal of research and planning to understand the products I was creating to allow them to be the best of my ability overall.


Question 4

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

My task here was to create a podcast for my evaluation; this is when I chose the website sound cloud to help me do this here, as now for all of my evaluation questions I have a range of different software’s to portray them.

Question 1

q1 from tilly lewis on Vimeo.

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

If you click the video above it will take you to my question 1 evaluation video on the website Vimeo; I feel this question went successfully and I spoke about all of the necessary information I needed to mention about my journey.

Question 2

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

For question 2 the task was to create my evaluation of my main products and ancillary tasks in a magazine format; I believe this portrays ones wideness of knowledge of different programmes allowing someone to be a good media student.

Written evaluation

(7858 words)

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

  • Technology and software is vital through the production and the overall construction of my coursework – I had to use technology throughout all of my work; most importantly, Desktop computers; and on the computers the initial software I used to create my video was Premiere Pro. Other software’s such as ‘Final Cut’ are also recommended but is only compatible with Apple Mac’s, Premiere Pro was the best and most available software to use on Desktop computer. I also used Photoshop and InDesign to edit my work and create contact sheets and Digipak’s. Other technology I used was my Iphone, this was used to photograph my behind the scenes to document my process of filming.
  • Not only this, one of the most imperative pieces of technology I had to use is the camera equipment, for the majority of the filming I used my own Nikon D3100 SLR camera with my own macro lens as I felt more comfortable using my own equipment and it gave me more freedom when filming. It gave me freedom in the sense that I could film whenever I wanted to, and I was very familiar with my own camera, moreover I didn’t have to return the camera at any specific time to allow someone else to use it. But on the other hand, at times for the filming of my record player and the lip syncing footage, I used my schools Canon 550D SLR camera which was beneficial to me when I used it as the different technology challenged me and it was exciting noticing the different between the two pieces of technology. Throughout the production I filmed at the setting 720p which allowed me to shoot at a quicker frame rate and permitted me to use Premiere Pro with very little troubles, for example I could reverse and speed up/slow down footage to how I wanted it. In addition for my music videos construction I used a 16GB SD card to store my footage while at the same time never running out of storage. For the production I had to ensure that there was a balanced and effective use of lighting, lighting is vital to ensure high quality footage and pictures with a professional look without having to adjust the exposure and aperture to manually make the footage darker or lighter. I knew how to ensure the lighting was correct due to the fact I am a photography student and I am frequently using studio lighting. I used my own fill light when filming in my own home as otherwise my footage would be far too dark and I did not have to return this at a specific time to my school.
  • If I had the chance to do some more filming, I would definitely experiment with using the GoPro camera; unfortunately throughout my filming it was usually being used by another student and it proved difficult at times to get a hold of. Although even though I never used it, I do not feel that my footage is any less effective that it would’ve been from using it.
  • The internet is key and unlike most people I had already done some filming before I had done a lot of my planning and research posts as I had my certain idea I wanted to convey for a very long time. I had to use the internet for my online displaying and production of my coursework. Throughout A2 we used our very own WordPress blog to display our work; and journey to our final products. Me and the other media students in my year used WordPress as it is a very suitable website that is easy to navigate, creative, flexible and overall simple to use but creating very effective outcomes. I am confident that through the use of WordPress it has indefinitely highlighted my A2 journey and specifically my research and planning work and supported my content by displaying it in a styled and unique way to my audience.
  • Some aspects of WordPress tripped me up at first as I was more so used to the layout and navigation of Blogger, one of the first things I had to do when creating my WordPress blog was create my pages and menus. Menus are important for when my audience need to find specific pieces of my work – the visitor on my page shouldn’t have to do all the work, as that may prompt them to leave, so this is why menus are important. So I created each of the menus for each step of my work going in the correct order, following as, research, planning, production, final products (and my next step is my evaluation). Then from these menus I created the ‘sub’ menus, which break my work down even further so specific posts are easier to find.
  • WordPress allows its user to post ‘slick’ and professional looking posts that flow easily down the page. Arguably I feel most of my posts did have this feel to them but I came across some troubles when creating posts due to embedding. When writing posts, you can embed files such as photographs, YouTube links, vimeo and slide-share links that show up on the post and look very neat. But some do not embed so well, such as videos from your computer, PDF files and Emaze and Prezi links. Personally I see myself as a bit of a perfectionist; and due to the fact these links never properly worked irritated me and I took time out to try and make them work to allow my blog to look and be the best I could possibly make it. I would have to try to resolve this issue by taking screen-shots of the presentations and displaying them that way to my posts so my blog still looks orderly and flows.
  • At first using Premiere Pro, I was fairly lost with how to use it, as last year at AS I only used it to create a podcast so I wasn’t that familiar with It but I quickly caught on to how to use the software. I discovered that the more I used Premiere Pro, you can literally do anything on there to make your footage look all the more better and interesting. The first step in my Premiere Pro editing was during my planning stage, where I created my drawn storyboard into a visual transitioning one scene by scene. I did this by drawing each scene I wanted to include in my music video and from there I photographed it on my iPhone and opened it in Premiere Pro and added transition effects. I especially feel by editing in non-linear fashion, footage is much easier to edit and control without getting too confused. Although Premiere Pro benefited me in vast amounts, I couldn’t actually use it on my own laptop at home as it wouldn’t have been quick enough, so I had to create my entire music video at school. At times when using Premiere; and more specifically when more people were using at once in one room, it would seem to become significantly slower and difficult to use. So to ensure I got a lot of work done each time I used it, I stayed after school and edited my video in the majority of my free periods; while at home I completed the posts for my blog. Another hurdle I had to overcome when using Premiere Pro was at the start of my project, it didn’t allow me to use ‘warp stabiliser’ essentially using this this straightens and zooms into your footage to eradicate shaking from filming. I believe it didn’t allow me to do this due to the fact the cameras I used were at the wrong settings… but later on throughout my filming I ensured it was at the right setting so my footage isn’t as shaky as my earliest filming.
  • Following on from this, a feature of Premiere that literally makes your footage look so different, yet significantly better was the ‘3 way colour grading’ tool. Essentially this allows one to adjust the base colours of footage, it noticeably makes the lighter colours and shades lighter; and the darker colours and shades darker. I mainly used this tool to make my footage look more interesting, eye catching and different, I mainly used it with my footage making it redder to give a warmer feel which matches my song very well giving depth and feel to it. On Premiere you can make your footage transitions more exciting by using the different transition types that Premiere allows you to use. Personally I stuck to the fade transitions as it went well with the beats of my song and I didn’t want anything too over-the-top that could confuse my audience as too much may be going on at once. You can note when I use the fade transitions at the start, middle and end of my music video; the start when the record player fades out and the song starts, the middle where the lip syncing transitions into the camera and then the end where it fades out into the record player again.
  • Alongside Premiere Pro I used the software Adobe Photoshop and InDesign, I already knew these software’s rather well from my AS magazine. Photoshop especially is a great tool to use for editing pictures to allow them to look the best they possibly can. The process I often used on Photoshop was adjusting the ‘layers’. This allows you to manually edit your picture to the shade and depth you want it to be by moving the dial till the colours of your picture change into your wanted shade. I used this process for every single picture of mine whether that was for my advert and drafts and my digipak and drafts. While using Photoshop I wasn’t necessarily keen on including lots of filters as I feel it can make photographs look tacky and unprofessional… The only filter I actually used in Photoshop was monochrome to give my photographs more depth and emotion. From Photoshop I placed my pictures into InDesign for the next steps in my editing and production process. I used InDesign to create my Digipak as it was the best software for this process and wasn’t too complicated either. The only problem that occurred for me was creating the CD and placing a picture on top while allowing it to still look like a CD disc; so I then had to copy and paste the CD into Microsoft PowerPoint to crop my picture around my CD to allow crisp lines. I will be using InDesign to create parts of my evaluation to keep it in the magazine style I want my evaluation to have for some of the questions so it is a bit more interesting to read overall.
  • Media technology, essentially digital technology was vital in creating my final product and was important throughout my planning and construction coursework as well. I used software’s to produce parts of my work that are vital for my coursework grade and I used the internet to present my work in a clean way to my audience. Digital technology differs from analogue significantly if I had only used analogue it would have made my process to my final products considerably harder and would have taken a great deal more time to get my work to an acceptable standard of professionalism.


3) What have you learnt from your audience feedback? – Podcast – recordings of feedback my talking filming people

Begin with discussing who your target audience is.

  • The target audience for my music video and coursework overall can vary a great deal; as when I created my magazine last year at AS I had the same mind-set as I do at A2, you can never be too old to enjoy music. But if I had to be specific it would range from teenagers essentially late teens, so around 16 year olds and straight up to adults, males and females as well. When looking at the actual band who’s song I chose for my music video, Panama, I actually started to get into their music when I was about 14 or 15; but looking at it from a broad view I feel that they have a similar age range to my chosen one for my coursework. But from looking at my ‘Survey Monkey’ results, 100% of the people I asked decided that my target audience is 18-21 year olds. In regard to the genre of music that my music video fits under is essentially an indie/alternative style.

For this stage you will have needed to have been creative about how you have gained audience feedback

  • Looking back at my audience feedback I can conclude that it was a crucial aspect of my work that I needed to create in order to get an understanding of what my audience wants and what I need to change and adjust to allow my music video to be the best standard it can possibly be. I gained my first audience feedback from my music video draft by creating a Survey Monkey whereby I asked different groups of people, all different ages on what they thought of my music video and how I can improve it. I did this again when I completed my music video, asking similar questions on what I could change and should’ve changed about it. Following on from this and after I had taken my feedback into account I hosted another audience feedback with a group of girls some of which I felt fit into my genre of ‘indie/alternative’ genre very well. I noticed that my Survey Monkey had a majority of males that did it so I felt for my second audience feedback I needed to get a female perspective to balance it out. For this I filmed it on a canon 550D while they watched my music video draft on a PC computer and spoke up when they liked something of my music video or something I could improve on, while at the same time I asked them questions of what I wanted to hear while they responded with constructive criticism. If I were to reflect on my audience feedback I most likely would have tried to be more creative about it and how I gained my feedback by filming more people perhaps or getting people to film themselves talking and sending it to me. On the other hand from looking at my audience feedback I am confident that I gained the information I needed to gain to improve my work and stand back and look upon what my target audience wants. It is important to know what clips or parts of the music video you can change to improve it so more people feel it looks effective, but at the same time it is important to note that you don’t need to change everything if it is not necessary to do so. I feel it was a creative idea filming a group of girls watching my video and discussing it, as you can tell it’s very honest, one cannot hide behind a screen as much they were being very honest which is great. But at the same time survey monkey’s are great as people do not have to take too much time out of their day to say what they like and dislike about your video. I think all the feedback I gained was really helpful to me and I took all of it into account.

You should mention why feedback is a critical/important stage in the process

  • Feedback is CRITICAL through a process or journey such as this one to a final product, because essentially you are creating something for a target audience; so you have to listen to them in order to gain an overall idea of what you need to allow your final products to be the best they can be and how they can be enjoyed by your target audience. I do believe my music video would be the standard it is today if it wasn’t for my feedback I gained from my draft, I knew what I needed to change and what my target audience wanted. I listened and read my feedback and acted upon it because if you aren’t gaining feedback it could be said that you’re creating the music video for yourself and not the benefit of your audience.

Discuss the types of feedback you generated – quantitative, qualitative, survey (9 types of questions –, interviews, focus groups,

  • Although the feedback I gained was critical, I had to understand and know WHAT types of feedback I had to gain it through and in what way so it wouldn’t make it too difficult for my audience or put anyone out of their way too much. I gained qualitative data from my Survey Monkey’s while not asking my audience to write too much on the survey but including straight to the point questions where I can get the information I need about what it good and or what I need to change. Moreover I hosted a quantitative interview of a group of girls, some of the ‘indie/alternative’ genre that my coursework and final product surrounds, I prepared my questions for this as well so I knew what I wanted to ask them to get a straight to the point response that is honest. Overall I feel that both types of feedback I generated were just as good as the other because from them both I knew what I needed to change. For example I filmed in more locations as my survey monkey gained a response that I should do so, I took that into account and rolled with it and now I feel my music video is all the more better because of it.

Discuss who the feedback came from

  • The feedback came from a range of people who took my survey, the majority boys as I found out who actually did the survey, I acted upon this as I wanted to gain the most fair and equal responses I held an interview with a group of girls, I feel this balanced it out very well; and I gained the responses and feedback I needed. I feel I got a great mix of people to feedback to me about my music video; some of which who I feel enjoy that indie/alternative genre of music and others not so much, so from this I got a range of feedback. As I know I have my indie/alternative target audience it doesn’t mean other people can enjoy my music video just as much!

Evaluate the effectiveness of the feedback

  • The effectiveness of the feedback is fantastic, I really gained all the information I needed to allow result in a professional music video where I listened to my audience and took my feedback into account. If I hadn’t have acted upon my feedback my music video would no way near be as finished and professional as it is today I always wanted to ensure I put as much effort as I can into my music video, right at the start of my coursework I knew I wanted to do this. Other than surveys and interviews I would frequently be asking the people in my class for some constructive criticism on my work, as they have been at the same process as me throughout the project and I have wanted to gain as much feedback as possible for my work. But I didn’t just ask for feedback from my class mates for my music video, I asked them for feedback on my digipak’s and adverts I created.

Give details of the comments received

  • When receiving comments I acted upon them immediately and when I was next working on my music video so I knew and understood whoever said its point of view at the time of doing my feedback. For example when referring to my first Survey Monkey for my music video draft, 100% of the people who did my feedback enjoyed my video. The only aspect I did not have the chance to act upon was that one person felt that I needed to include more lip syncing in my video, I wanted to act upon this but I had a great deal of shots of Georgia, my main actress, that I wanted to include in my video leaving little room for more lip syncing footage. I will get that person who felt I needed more lip syncing to watch my final music video and from there in the comments box they will state if I should’ve actually included more lip syncing.

Overall I am very pleased with the comments I received for my music video the feedback really helped me to improve my video so I can ensure that people enjoy the music video as much as possible and so I know I put the most amount of effort into it that I possibly could. Without gaining so much feedback from the help of different people my work would not be the standard it is now and I wouldn’t have properly taken my target audience into account which is vital.





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

  • For creating such individual things such as a magazine advert, a digipak and music video, a brand is something vital one needs to know to let their brand progress. Then following this it is again vital to have them have aspects that are identical so it becomes recognisable to your target audience. I ensured this by having a similar colour theme and fonts that allows them to all be recognisable by each other and therefore linking.
  • To ensure I allowed my music video to be advertised to the extent it needed, I needed to create an advert; as genuinely the advert is released before the product it is advertising. The magazine advert’s purpose was to promote the EP single, Always by Panama. I did a few drafts for my magazine advert, not knowing whether I should include screenshots from my music video or take completely different pictures altogether. So due to this the entire advert did in fact change quite significantly throughout its making, looking back now at my first magazine advert drafts I am confident that it improved massively. For example is began with using separate pictures that are not taken from my music video but by the end of this I concluded with it does in fact look better having a screenshot from the final music video as I feel that it would add mystery. The picture I chose is a shot behind Georgia, you cannot really tell who it is, it is moreover in monochrome it adds style and suspicion, leaving the audience wondering who this girl is; and therefore want to see the music video. I feel this gives it a professional feel. The role of a magazine advert is to sell your product to your audience and for it to be recognisable and in my case, recognisable to my digipak and music video; another reason why I chose a screenshot from my music video.
  • My digipak is the six-sided case for my EP Always by Panama – I edited all of my pictures for my digipak on Photoshop in order to get a highly professional looking digipak. The digipak needs to promote the artist to a certain extent but not doing it to the extent that the advert does. I used continuity linking my digipak to my other products by keeping some aspects the same if not very similar such as with my digipak I used some of the same fonts and colours I included on my advert. As looking at my work on a large scale I want my audience to be able to recognise my brand and know of my other products which branch from each other. This is where I decided I needed to include a specific house style with my brand so it all follows through and my audience can identify this. When regarding the fonts I used they are rather simplistic as I feel less is more in this sense; if I include very bright, busy shots I do not want the font to be too over powering. On the other hand I did in fact use font outlines, so with my titles or words that I want to stand out I did not have a fill colour in the word just a font outline colour. Similarily with my colour scheme I wanted to keep it the same throughout my work – when looking at my products one can gage that I used a great deal of warm purples as I feel they stand out and personally when listening to my chosen song, I think of warm colours. For the front cover of my digipak I used a bright picture of Georgia that highlights positive connotations due to her friendly facial expression and the bright yellows which are happy colours, I wanted the front cover of my digipak to be inviting. On the other hand the back cover of my digipak is the social media aspect, including a shot which I used for my advert so it links; I included social media links and a barcode as genuinely digipak’s include a barcode on the back page. I created a ‘special thanks’ page for my digipak as I know how important it is to acknowledge the brand and this page mainly appeals to my brand and its supporters. Not only this, the audience that the brand has will therefore find the brand to be very welcoming and thoughtful to acknowledge those that work for them.
  • My magazine advert was my main way of promoting my EP; ‘Always’ by Panama, the advert had to be able to cause excitement, the advert’s role was to not only target my specific audience but target an audience on a wider scale. When targeting my audience perhaps it did not have to be merely lovers of indie/alternative music as anyone can like both genres, maybe even people that hadn’t heard of Panama. Before starting to create my advert I had to understand that it is vital that there is continuity throughout all of my products allowing my audience to further understand my brands products. I had a brief idea of the pictures I may use for my advert, I wanted it to create wonder, my audience had to think “who is this girl?” that is why I chose a shot of Georgia where you cannot completely see her face there needed to be curiosity with my magazine advert. From looking at my previous advert’s, I included face on pictures of Georgia, but that did not create any excitement or jar. I also felt that these pictures did not follow brand continuity, when listening to the song I have been told by many people who are a part of my target audience that they wished the song was longer and they wanted to hear more. I wanted to continue this feedback on when creating my magazine advert – from looking at it, my audience would want to know more as they do not actually know who this girl is they want to know more about her and the song’s music video she is featuring in. I stuck to the colour scheme of purples with my advert so I could link it to the most featured colour in my music video and then previously linking to the purples of my digipak. I knew it was important to include a house style in my work so then I had to decide how to adjust the shot where the purple font would be on top of, this had to attract my audience, stand out; the selling point of my EP. Initially I feel my magazine advert is very strong in attracting my audience’s attention.
  • Lastly my music video, my key aspect of my work which leads right up to this; this was where my theme first branched from, before and while creating my music video, I had to produce my ancillary tasks. In a detailed view, music videos are created for enjoyment purposes to go alongside a song that is also created for enjoyment. Throughout the process of creating my music video I wanted there to be a relationship between my audience and the narrative and style of the music video. Due to the fact music videos have to be entertaining and not boring or dull (depending on what type of song the music video goes alongside in my case I chose a rather up beat song) I needed up beat filming and a variety of different shots In quick succession. I had to mirror the style of the song with the visuals I aimed to include in my music video, this way it is easier to watch and more interesting and effective. Throughout the creation of my music video I had the ability to adjust the editing side of it so there is a great deal more continuity throughout my final products, as I stated earlier, my main theme and house style colour was purple. By using the colour grading tool on the software I created my music video on which was Premiere Pro, I could simply adjust the colours that I wanted to stand out the most in my music video. In order to link to both my digipak and magazine advert I needed to include some of my house style colour throughout, which essentially was the colour purple; so through colour grading I managed to adjust the colours to include more of an essence of the colour purple.
  • In terms of my ancillary tasks, I will be talking about my production tasks, essentially these are everything from my first production post which was shots of me filming my lip syncing footage, (Behind the Scenes). Right up to my final production post which is ‘Final Music video survey). The ancillary tasks are vital in highlighting my journey up to my final products – each task was imperative to me and helped me to create my final products – essentially my ‘production’ tasks allowed me to visually show the making of my final products through brainstorming and drafts. Each production task served an individual and different purpose, for example, by uploading my ‘Raw Footage’ (which essentially is unedited clips that I placed into my music video) I could show the extent of my editing and knowledge of Premiere Pro. Moreover by creating and uploading all of my drafts, no matter if they looked unprofessional I could again show my journey and progression and improvement of my work right up to my final products. As well as with my production of my final products, feedback is something that is so vital that comes into the production aspect, so I have filmed audience feedback and surveys I created all under my production ancillary tasks. Lastly another post that is imperative under production is my ‘Image Manipulation’ in which I showed both an unedited image and my edited image so they would contrast each other and show how different they are from each other.
  • Overall I feel that my main products and ancillary tasks served their purposes throughout my coursework and they did the job I needed them to do; if I went back and recreated my final products and ancillary tasks I would not change anything as I feel that they served the purpose I intended them to.


  • In what ways does your media product use, develop or challenge forms and conventions of real media products? – directors commentary over music video



Music video

  • Here I will be discussing my music video in terms of the media section of Audience, I chose to discuss my music video here as I feel a music video is something that would attract a much wider audience essentially, my music video attracts an audience and more specifically my target audience of 17 + males and females of the indie/alternative genre.
  • At the same time I feel my music video BREAKS the conventions of real world texts and media products; I do feel it adheres to media conventions but when creating my music video, I knew I wanted it to stand out so in that sense, it steers away from some media conventions of music videos. In terms of theorists that one can link to my music video, I would like to think that my music video echoes Stuart Hall’s theory of the Dominant (Hegemonic) reading applied through audience analysis. Whereby my readers share my music videos meaning – and in a wider view its beliefs, codes, assumptions and attitudes. I would like to think my audience accepts my music video and do not feel an oppositional reading against it. I created my music video in the hope that all of my audience will enjoy it; and I wouldn’t want it to be seen as something that isn’t enjoyable for some people.
  • Following on from this I believe my music video does adhere to the Uses and Gratifications theory closely, as it is different and unique and from looking at my audience feedback, the visuals are very interesting and they complement the music.
  • Furthermore I feel that the audience can feel a personal friendship, or connection to my protagonist, played by Georgia. As essentially we do not know much about this girl, where is she going and what is she doing? She seems alone and through how natural I told her to act when filming I feel that my audience may have more of a connection to her as she isn’t so posey and unnatural, this is an example of how my music video links to Uses and Gratifications and an example of the theory of social integration for my audience.
  • I chose to film in certain areas and film in a certain way because I was always adhering to my target audience and thinking how they would think – as my target audience is of the indie/alternative genre I wanted to film in interesting places I knew adhered to that style. For example in the summer before I started A2 I knew we had to create a music video, so I wanted to start filming when it was still very hot and sunny, from watching my music video it is clear what shots these are. I filmed Georgia naturally smiling, laughing and looking at the camera surrounded by flowers and greenery, this echoes a bohemian/alternative style especially highlighted through the flowers in her hair. Moreover the natural look allows the shots to be very positive and humbling, from then I edited the shots only very slightly as I still wanted to keep it natural – so that the yellows stood out a great deal and the entire picture was a great deal brighter this brought out positive connotations. Following on from this In order for my target audience to enjoy my music video to the fullest extent I had to film in more interesting places, so for example I set up some studio lighting in my bedroom. I wanted to have a natural, home like feel without evidentially trying ‘too hard.’ I came across some reflective paper to use as a backdrop that did look very interesting under the lights, then I added fairy lights to go in front of this and behind Georgia, she had some bright gold eye shadow on her eye lids and this made to be some very interesting shots indeed. This juxtaposes the filming I did in London to add more interest and allows my music video to be more recognisable.



  • An advert is vital as it was my advertisement to attract my audience to my music video – not only this, it can be seen as it ‘creates a target audience.’ As all types of people who like different things would see the advert and from how the advert is displayed and how it looks initially the audience will then think if they want to see/listen to the EP. The typical conventions of magazine advert’s is that they are there to ‘show off’ what they’re advertising and make the product they are advertising look enticing. For example; they have to be eye catching, this would essentially be done by using a large font that attracts the audience, but too many different types of fonts can be off putting and far too over the top in a negative way so they need to be effective in that there is consistency. For example with my advert I used a bold font; and to make it more interesting and applicable to my target audience I got rid of the fill colour of the writing on my advert and merely had an outline colour for my writing – I feel this looks significantly interesting in comparison to having just a fill colour for writing on an advert. Moreover adverts have to include a picture of what they are advertising, this is very important because what is one advertising if there is not picture? So to add excitement and wonder, I included a screenshot from my music video, I would argue this is going against the codes and conventions as adverts tend to merely have a logo or a shot of their singer of main actor/actress that features in the music video. I feel confident that this was a successful choice as it causes the audience to raise questions and wonder who this girl is. Overall I am confident that I took the element of audience into account when creating my advert as I knew from the beginning that audience is something that goes hand in hand with an advert as it is advertising to an audience to purchase the product it is advertising.



  • When creating my digipak I knew the typical conventions of this was to ultimately stand out; and I know that from my genre and style I am referring to as indie/alternative is something that stands out from the crowd, so my digipak had to echo this. The digipak is a 6 sided CD holder and in my case I was advertising an EP; the song ‘Always.’ Usually the digipak would have been released after the music video and in my case I knew this would have been the way it would have been released so I included snapshots of my music video all over my digipak. Furthermore I included the same picture I used on my advert as this shot is the recognisable picture that goes hand in hand with my music video, my audience would see this and recognise that it is a part of a brand that is very significant and people recognise this. By doing this I feel that I challenged the conventions of digipak’s as the majority have little pictures and colour as what is inside is what counts – which is true but I still wanted the outside of it to be interesting and unique. As in a shop it has to stand out from all the other CD’s and by being colourful and radiating your own brand through the shots/fonts you’ve used is really important. When regarding my digipak I am confident that I did every aspect of it having my audience in mind, for example including my ‘Special Thanks’ section on my digipak to say thank you to my audience. This is something that an audience would appreciate as they would feel welcomed by a brand and therefore want to buy more of their products as they care about their audience.


Media language

Music video

  • Reflecting upon and watching my music video I feel I included each of the key media techniques to create a cinematically interesting piece of media to watch to the best of my ability. For example, when filming I took into account the aspect of ‘mise-en-scene’ a great deal as it’s so vital to create something worth watching. From doing a great deal of research into music videos and from watching some of the most iconic and successful music videos of all time, mise-en-scene was always taken into account. When watching my music video one can note the scenes I thought about mise-en-scene a great deal. For example, the scene of Georgia in my studio lit, rather dim lighted bedroom, mise-en-scene radiates, I wanted this scene to come across as natural, rather bohemian and indie looking and home like but in an interesting way. I placed reflective paper behind Georgia to have as a backdrop and placed fairy lights hanging in front of it with light reflections of the paper creating lots of pretty hippie’esc colours. While in terms of makeup I put gold eye-shadow on her lids to stand out due to the reflecting colours around her. In terms of this scene I am confident that I got the goal I wanted with it and have a very indie/boho scene of Georgia that fits in well with my music video. In terms of performance for this scene I asked her to act natural, I told her not to try too hard at all and just merely look at the camera as it makes to be an effective cutaway scene that is in quick succession with the music. I positioned the camera eye level and if not higher than her, by doing this I ensured that my audience wouldn’t feel a lesser to Georgia and unable to feel welcomed by the brand as they may have felt demeaned. From this shot, I then had to edit it using Premiere Pro I adjusted the lighting and exposure slightly instead of doing it on the camera when I filmed it as then it would reduce the quality, I also adjusted the colour using colour grading. Adjusting the colour wheel towards purples to allow the reflective purple’esc paper to stand out more behind her and make the gold of her eye shadow more noticeable.


Digipak and advert

  • When regarding both my digipak and advert, mise-en-scene is again very important, although it isn’t a moving shot they are vital to be successful products in terms of the photographs used on them with mise-en-scene in mind. I used the same picture on both my digipak and advert, of Georgia not facing the camera – I feel this is a successful shot in terms of mise-en-scene as she has some art in front of her that is only noticeable after noticing her in the picture as she is the subject of the photograph and I wanted the majority of the focus to be on her when looked at. I feel the iconography for both of these products is positive and the visual images I included on these products are interesting and unique.



Music video

  • When watching my music video a few interpretations can be radiated throughout it in terms of narrative; for example the fact that Georgia is on her own throughout my entire music video, the narrative is brought through into the light. She could be interpreted as a lonely girl wondering around London – trying to find purpose. Moreover from looking at feedback I have gained from my music video, it can seem I did not include a narrative. That in a sense is true. I wanted to create an artistic piece of media that radiates individuality and being unique. This way the focus is on the shots themselves and not so much focus on trying to think deeper into the narrative specifically. In some cases I believe narrative is important for music videos to make them more interesting to watch but in my case, the song I chose has a lot too it and I took quite a wide range of different shots to go alongside it. If I felt it was vital to include a story and or narrative in my music video I would have my music video is up for interpretation. On the other hand at the beginning of my idea generation of my music video, at first I had an idea of a narrative I wanted to include, basically it can be seen slightly through my video already. The story of the heroine, Georgia longing for her sister to come home with a lot of shots of her memories included and then at the end her sister comes home – after filming more footage I decided against that idea. I feel that my video is successful as it is without an in detail narrative included, one can sense her loneliness through the fact she is on her own throughout the entire music video.
  • In terms of narrative theorists, my music video applies to Roland Barthes’s narrative theory, the ‘5 codes,’ whereby in terms of my music video, it obtains the ‘symbolic code’ which refers to the connotative meaning of each micro element (that is in my music video) there is a deeper meaning behind each of them. Such as Georgia’s loneliness.


Digipak and advert

  • Products such as my Digipak and advert prove difficult to apply the aspect of narrative to as they are not moving pieces of media such as a film or a music video. But they are both the same in that I kept to my narrative of Georgia’s loneliness as all the pictures are of her on her own, bringing the attention to her as a person to cause the audience wanting to know more about her.


Representation & Genre

Music video

  • From watching my music video quite a lot of times now I can now analyse it in terms of representation and genre. My genre definitely surrounds indie/alternative which again highlights my target audience of students which are lovers of the indie/alternative genre. In terms of representation, before I even created my music video, I had to do some research so I knew exactly so I knew how I wanted my music video to look exactly. The type of research I mainly did was research into past music videos of the genre and style I wanted my own to have. I can link my music video to the representation aspect of feminism; having main actor for a music video a girl, can have interpretations of empowerment and feminism. But on the other hand I can link it to Laura Mulvey’s theory of The Male Gaze… as Georgia is the centre of attention for the entire music video she can be interpreted to be there specifically for males, but when creating my music video I did not have her the centre of attention throughout for that reason. I wanted it to radiate some feminism aspects and individuality as she is the significant individual throughout. Lastly by having a couple of clips of Joe lip syncing it shows equality within genders and can be liked by both genders. In terms of my Digipak and advert they both highlight these same aspects. Although on both Georgia Is the only person that is featured so it highlights It is all about her.

Production Summary

Overall in terms of the production aspect of my work; I am confident it has indefinitely been especially successful. Production is very important and essentially vital when creating products such as a music video and even a digipak and advert. There must be a great deal of production that must go into it, production is aspects such as filming and editing process of footage and work. So overall I am happy with the way my production journey has progressed.

Production log – 17

This entire week I have been spent uploading my final products, first uploading my Digipak, then advert and then finally my finished music video. I hope each of  my final products are up to a good standard; I am overall pleased with how they turned out. My next task to now start is my evaluation, my audience feedback video and research will help me do this.


My finished music video

Here is my finished and final A2 media music video, a lot of work and time has gone into the production and editing of this music video, overall I am really happy with its outcome. Although things and ideas changed along the way of making it I am happy with the way it has turned out and I hope that people enjoy watching it. I am grateful to Georgia and Joe for featuring in my music video.

The entire amount of editing for my music video was through the use of Premiere Pro; I enjoyed using this software throughout the making of my music video and I am confident it benefited my music video entirely. Moreover my music video has been taking me a few months to get to this standard and I hope that my effort shows.