Evaluation

Music Video: Final Production

Music Video - Codes and Conventions

The codes and conventions of music videos are the various different techniques that are used to construct meaning in them. These commonly used techniques help the viewer to identify what genre or type of media text they are watching as they provide a certain structure in the viewers understanding.

Different genres of music will have different codes and conventions for their music videos. One such convention is the use of "sound parallels", which is when the music that is currently playing matches the mood of the video. This is prevalent in many narrative based music videos, where the tone and emotion that is shown in the video is matched by the music. Sound parallels also take place where the source of the noise or sound that can be heard is shown in the video, with this often taking place at breaks in the music or at the beginning or end of the video.

Print Artefacts

Evaluation Questions notes

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

The influences that we took from other music videos - the original Bounce video, the V for Vendetta mask, etc. The way that the title is shown at the start of the video in the bottom left corner. How we challenged the forms and conventions - the effects that we added in editing, the colours, brightness and shading that we used as well as the reversing of some shot. We also increased the speed of the majority of the shots in the video in order to quicken the pace of the music video and slowed the speed of a few others to create a slow motion effect. Slowing certain shots down also allowed us to slightly stretch the length of the shots so as to ensure that the video would fit in with the song and that we could fill the amount of the timeline that we needed to. It also focuses the audiences attention to a certain part of the shot, making sure that they are paying attention to this part of the video and giving them more time to view and analyse the shot. Going back to the colour and lighting effects, the addition of bright, vibrant colours helped to add an unusual cartoon-like effect to the first half of the video, drawing the audiences attention to the music video straight from the beginning.

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

Print artifacts. How they related to our main production and why we chose the design/style that we used. Why they were effective. Aimed at our target audience.

3. What have you learned from your audience feedback?

What we learned from the feedback that we received. How we improved our music video based on the feedback, why we decided to change/edit certain things. Added/ removed certain shots to improve the overall product. How we expanded upon and improved the first draft.

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

How and why we used Adobe Premiere Pro to complete the editing of our music video. Reverses, slow motion, fast forward, other effects that we used.

Below is the link to the finished version of my music video:

https://www.youtube.com/watch?feature=player_detailpage&v=Vt0vSuPDgZk.