Evaluation of my A2 Advanced Portfolio Media Products

By Alexandra Machin

• In this evaluation I will be assessing my ancillary products, explaining how I constructed them and explaining my attempts behind them using both theory and practise from my own experiences. In this PowerPoint, I will be

In what ways does your media product use, develop or challenge

forms and conventions of real media products?

Looking at my digi-pack, you can see I have used conventions Looking at my digi-pack, you can see I have used conventions of typical music posters and albums. For example, on my of typical music posters and albums. For example, on my music poster I have added the technicalities that would music poster I have added the technicalities that would usually appear on a typical music poster such as a usually appear on a typical music poster such as a classification and sponsors. Aswell as this, I have attempted classification and sponsors. Aswell as this, I have attempted to use the conventions of a typical “Indie” music genre by to use the conventions of a typical “Indie” music genre by constructing my font and colour scheme. Both my font and constructing my font and colour scheme. Both my font and colour scheme are of a unique nature, and I used this to try colour scheme are of a unique nature, and I used this to try and reflect and pertain this to the “uniqueness” of Indie and reflect and pertain this to the “uniqueness” of Indie music. This is also reflected in the way I have edited my music. This is also reflected in the way I have edited my photo to make the background black and white, and the photo to make the background black and white, and the model (who also features in my music video) in full colour. model (who also features in my music video) in full colour. However, I have tried to challenge the conventions of Indie However, I have tried to challenge the conventions of Indie music by creating a more feminine element with the use of music by creating a more feminine element with the use of the edited red love heart. This is unconventional to typical the edited red love heart. This is unconventional to typical Indie posters and album covers as Indie music is usually Indie posters and album covers as Indie music is usually male dominated. male dominated.

The Theory of Andrew Goodwin• Using Andrew Goodwin's theory, I can see that I have very much so developed and

conformed to the conventions of a typical music video. For example, Goodwin states that there is a relationship between the lyrics and the visuals and this is something in which I have consistently strived to create throughout my music video through the mise-en-scene “props” I created . I have also strived to create a relationship between both the music and the visuals, amplifying the sound through movement and editing cuts. Intertextual references I have used repeatedly throughout my music video such as the idea of “Bridget Jones” and big star movie directors like Steven Spielberg and Quentin Tarantino.

• However, ways in which I have consistently challenged the conventions of the Music Video industry (as illustrated by Goodwin) is that I have neither created “voyeurism” (by which I have not sexually exploited any of my actors by making them appear provocative or sexy) or featured people that would hint at them being the band members. Reasons for this are that I felt making my video with voyeuristic intentions would be too raunchy for a “U” classified music video and did not necessarily pertain to the genre of “Indie” music. However, I have tried to create a connection with the audience via my actors by featuring my female protagonist looking directly into the camera.

How effective is the combination of your main product and ancillary

texts?

• On the whole, I would say that the combination of both my ancillary products and my music video is effective as there is a clear connection between both. Firstly, I have used my male protagonist in my music video as the key model on my poster and album front cover thus, relating the music video the audience. Upon this, I have reiterated the theme of romance by editing a heart shape around the male protagonist and have followed this up with the unique font in which I feel connects to the Indie genre of my music video very well.

• However, I could have improved my ancillary products by possibly modelling my female protagonist on part of my digi-pack (possibly the back album cover). Though I hesitated to do this during the making of my products as I felt it would link almost too much with that of the music video.

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

Research• In terms of research, there were

a number of websites in which I used to research both the conventions of the genre of my music video and of music videos in general. http://new.music.yahoo.com/ was the website in which I used the most to obtain videos in order to research my music video. However, www.youtube.com and www.vimeo.co.uk were also useful for this. In terms of my actual music video and the song, The Wombats’ website helped considerably, as did their record label “Roadrunner Records” these websites namely are www.roadrunnerrecords.co.uk and www.thewombats.co.uk.

Construction• In terms of the construction of my products,

they differ depending on whether it was my music video or digi-pack. In terms of my music video, I used a Sony Handycam Camcorder to film my scenes with an according tripod which was used so my video wasn’t shaky. By using this, I created a more Indie feel to my music video as it looks consciously “home grown” and thus, unique. Aswell as this, I edited my video using “Pinnacle Movie Maker” which I had both at home and my school, making it an extremely useful product. Pinnacle was an easy piece of software to use in terms of editing but it gave me a lot of technical problems and froze quite often. However, I stuck with it and eventually it did itself much justice.

• To create my digi-pack my primary software was Macromedia Fireworks MX 2004. In previous years, I found this a useful product which I was most skilled at using. However, I also used Microsoft Paint infrequently for small details such as copying and pasting and editing the technicalities in my product.

Planning• When planning my video, I used both a range of

I.C.T. based mediums and non computer material to help me. Mind maps were often what I used in order to gather up ideas as to what I would construct in my music video. I drew these in detail and posted them via a scanner onto my blog. Furthermore, I used art materials such as paint, card and glue in order to construct the props for my music video. I took a picture of these and uploaded it onto my blog accordingly. Upon this, one of the most key ways in which I planned was through the use of a storyboard and animatic. To create my storyboard, I initially drew the pictures, scanned them individually as small scenes and then placed them in my first use of Pinnacle in a soundless video.

Evaluation• I have used a number of different techniques to evaluate

my finished work. Firstly, I have used both Apple Mac computers (IMovie) to document responses to my chosen products and my own opinions. Aswell as this, I have used a camera and an interviewer in order to allow myself to give my opinions on my own products. As you can see from my PowerPoint presentation, this will be used as a primary form of evaluating my work too. Once again I have also gone back to my initial research by comparing an Indie style music video to my own, taking shots of both and analysing them forthwith. By doing this, I have been able gain a much clearer insight into my work.

Final Words.

Finally, I can conclude that overall, I believe my products suit finely the Indie genre and represent the target audience I initially aimed my work at – the younger generation. Though there are improvements I would make to my work over and over again, it is apparent that the initial elements of a British/Indie music video is clear. I am proud to say that I have tried to represent a British band and support the niche market of Indie music. I enjoyed creating, planning, evaluating and researching my products and overall this gave me a profound sense of pride in the music video industry.