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Media A2 EvaluationMedia A2 Evaluation“Flume”“Flume”

Richard TarboxRichard Tarbox

Coursework DetailsCoursework Details

For our A2 coursework we were For our A2 coursework we were challenged with producing three challenged with producing three things…..things…..

The main task, being a music video for The main task, being a music video for an artist of our own choosingan artist of our own choosing

And two ancillary tasks consisting of a And two ancillary tasks consisting of a CD case and magazine advert. CD case and magazine advert.

Coursework detailsCoursework details

The artist I chose was Peter Gabriel a The artist I chose was Peter Gabriel a folk musician from America, and folk musician from America, and specifically his cover of the song flume specifically his cover of the song flume formally by Bon Iver. formally by Bon Iver.

For the song I chose I had the challenge For the song I chose I had the challenge of representing not only the artist but of representing not only the artist but genre, showing the relationship between genre, showing the relationship between music and lyric, and lyric and visuals…so music and lyric, and lyric and visuals…so quite a challenge.quite a challenge.

Evaluation Evaluation

In this evaluation I will answer four In this evaluation I will answer four questions about my coursework…questions about my coursework…

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

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

EvaluationEvaluation

3. What have you learnt from your 3. What have you learnt from your audience feedback?audience feedback?

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

In what ways does your media In what ways does your media product use, develop or challenge product use, develop or challenge forms and conventions of real media forms and conventions of real media products?products? When first looking at making a music When first looking at making a music

video for my song of chose I understood video for my song of chose I understood I'd have to abide by the conventions of I'd have to abide by the conventions of how such a product would be seen in how such a product would be seen in today’s modern media.today’s modern media.

Genre was the first thing I began to Genre was the first thing I began to think about, I think almost instinctively think about, I think almost instinctively because of how genre transcends into because of how genre transcends into the song. And how it would control the the song. And how it would control the decision making process from there on. decision making process from there on.

In what ways does your media In what ways does your media product use, develop or challenge product use, develop or challenge forms and conventions of real media forms and conventions of real media products?products? When researching this genre I found When researching this genre I found

that a folk music video will that a folk music video will predominantly tell a story consisting of predominantly tell a story consisting of one protagonist, be that male or female. one protagonist, be that male or female. I followed his trend by creating my own I followed his trend by creating my own narrative in my video, played out by one narrative in my video, played out by one character…the protagonist. I felt this a character…the protagonist. I felt this a key characteristic of the folk genre I had key characteristic of the folk genre I had to follow if I wanted a successful to follow if I wanted a successful reflection of said genre.reflection of said genre.

In what ways does your media In what ways does your media product use, develop or challenge product use, develop or challenge forms and conventions of real media forms and conventions of real media products?products? Another factor I had to consider was the Another factor I had to consider was the

relationship between lyrics and the relationship between lyrics and the visuals. As I previously mentioned the visuals. As I previously mentioned the folk genre follows a trend of telling a folk genre follows a trend of telling a story within the music video, and thus story within the music video, and thus following lyrics which already to some following lyrics which already to some existent tell a story. My song is very existent tell a story. My song is very counter typical in this aspect of the folk counter typical in this aspect of the folk genre. The lyrics to the song Flume are genre. The lyrics to the song Flume are very contradictory to the visuals very contradictory to the visuals displayed in the video. displayed in the video.

In what ways does your media In what ways does your media product use, develop or challenge product use, develop or challenge forms and conventions of real media forms and conventions of real media products?products? Not restricting one too a certain Not restricting one too a certain

narrative, means creative control, narrative, means creative control, although shying away from the generic although shying away from the generic conventions of the folk genre. conventions of the folk genre. Weighing out my obedience in Weighing out my obedience in following the conventions as well as following the conventions as well as opposing them. opposing them.

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

only one, it’s the only one, it’s the truth, truth,

I wear my I wear my garment show it garment show it shows, its shows, its enough.enough.

In what ways does your media In what ways does your media product use, develop or challenge product use, develop or challenge forms and conventions of real media forms and conventions of real media products?products? This shows a juxtaposition in the This shows a juxtaposition in the

relationship between my visuals and relationship between my visuals and lyrics.lyrics.

Although this is not common of the Although this is not common of the folk genre, it’s hard too follow these folk genre, it’s hard too follow these lyrics and would be for any genre, and lyrics and would be for any genre, and I feel that putting the lyrics aside I feel that putting the lyrics aside genre transcends through other genre transcends through other aspects of the video.aspects of the video.

In what ways does your media In what ways does your media product use, develop or challenge product use, develop or challenge forms and conventions of real media forms and conventions of real media products?products? Another area in which I feel I came back Another area in which I feel I came back

inside the lines of generic conventions is inside the lines of generic conventions is the casting. the casting.

In the modern day music industry In the modern day music industry marketing the artist is as important as marketing the artist is as important as the music itself, finding often the main the music itself, finding often the main protagonist to be the singer. In my protagonist to be the singer. In my video the concentration on one video the concentration on one character would be representative of character would be representative of how a record company would try and how a record company would try and amplify recognition of said artist. amplify recognition of said artist.

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

When creating our coursework we had to When creating our coursework we had to understand it had to be designed as if it understand it had to be designed as if it was an actual advertising campaign for a was an actual advertising campaign for a new record. new record.

Thus a relationship between everything Thus a relationship between everything we produced, main and ancillary tasks we produced, main and ancillary tasks had to be built and show and share had to be built and show and share similarities to demonstrate a successful similarities to demonstrate a successful campaign, to the standards of today’s campaign, to the standards of today’s modern media.modern media.


The Folk genre is one known for it’s links The Folk genre is one known for it’s links to such things as nature an it’s more to such things as nature an it’s more simplistic approach, be that through the simplistic approach, be that through the bands ensemble and playing style or bands ensemble and playing style or how the artist themselves want to be how the artist themselves want to be represented.represented.

Baring this in mind I couldn’t over do it Baring this in mind I couldn’t over do it when trying to build a bridge between when trying to build a bridge between all my products, and a more subtle all my products, and a more subtle approach was to be taken. approach was to be taken.


Throughout my campaign I chose to Throughout my campaign I chose to keep some things constant. I thought keep some things constant. I thought this the best way of not having to push this the best way of not having to push the fact these products were all related.the fact these products were all related.

First and foremost I decided for my First and foremost I decided for my ancillary tasks that the pictures I used ancillary tasks that the pictures I used would be either the same as a still image would be either the same as a still image in my film or a picture taken in the same in my film or a picture taken in the same setting, this familiarity would setting, this familiarity would immediately create a bond between all immediately create a bond between all three products. three products.


This is my main This is my main cover for my cover for my coursework coursework piece, too build a piece, too build a relationship I relationship I used the same used the same setting as on in setting as on in the actual video.the actual video.


When looking at who this campaign will When looking at who this campaign will be targeted atbe targeted at and how that will effect our and how that will effect our decisions within how we combine out decisions within how we combine out three products the imagine represented three products the imagine represented had to be one the folk audience would had to be one the folk audience would relate too. relate too.

A very art deco approach, or a grotty A very art deco approach, or a grotty inner city realistic approach would notinner city realistic approach would not suffice in captivating the attention of the suffice in captivating the attention of the folk flock.folk flock.


Landscapes and Landscapes and beautiful landscapes beautiful landscapes is what the folk is what the folk genre embodies. genre embodies. That’s why I chose That’s why I chose the setting I did. the setting I did. Knowing it reflection Knowing it reflection on the audience on the audience would be true to the would be true to the genre. genre.

What have you learnt from your What have you learnt from your audience feedback?audience feedback?

Feedback has been inescapable Feedback has been inescapable throughout this project. Having a lesson throughout this project. Having a lesson five days a week, in a class filled with five days a week, in a class filled with media students all with there own media students all with there own creative ideas. No matter if it’s wanted or creative ideas. No matter if it’s wanted or not, feedback proves invaluable. I know not, feedback proves invaluable. I know for me I relied heavily on feedback being for me I relied heavily on feedback being in a one person group and having extra in a one person group and having extra input and opinions really advanced my input and opinions really advanced my view of things. view of things.


Searching out feedback I purposely let my Searching out feedback I purposely let my decisions swayed by what would be my decisions swayed by what would be my target audience, what better way to fit the target audience, what better way to fit the mold of what they expect then to ask them.mold of what they expect then to ask them.

A huge bit of feedback I received from my A huge bit of feedback I received from my first draft was that it was lacking in first draft was that it was lacking in narrative. As previously mentioned that is a narrative. As previously mentioned that is a huge characteristic of the folk genre, and huge characteristic of the folk genre, and something I’d have to attend to quickly. something I’d have to attend to quickly.


Without the feedback I may have Without the feedback I may have never of seen the problems with my never of seen the problems with my product and thus not properly product and thus not properly addressed my potential target addressed my potential target audience. This alone I believe shows audience. This alone I believe shows the effectiveness and need for the effectiveness and need for feedback. feedback.

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

New media technologies Played a huge New media technologies Played a huge role throughout the whole progress of role throughout the whole progress of my project, now a days you can’t my project, now a days you can’t escape the use of technology in any escape the use of technology in any aspect of life. This was exceptionally aspect of life. This was exceptionally true for my Media Coursework. true for my Media Coursework. Although a subject called media Although a subject called media studies would suggest this. studies would suggest this.


In the first steps of the project planning In the first steps of the project planning was invaluable, and for this process so was invaluable, and for this process so was the internet. Endless inspiration lies was the internet. Endless inspiration lies on the pages of the web, and now with on the pages of the web, and now with record companies keeping back record companies keeping back catalogues of songs and videos on such catalogues of songs and videos on such sites as youtube and myspace when sites as youtube and myspace when looking for said inspiration you were looking for said inspiration you were never found short. never found short.


With inspiration comes recreation of the With inspiration comes recreation of the ideas i had. This stage relied almost ideas i had. This stage relied almost entirely on the use of the HD camera. entirely on the use of the HD camera.

The quality and different effects The quality and different effects allowed me to face little limitations allowed me to face little limitations when filming my piece. when filming my piece.

Exploiting especially the use of zoom Exploiting especially the use of zoom and focus effects more so than any and focus effects more so than any others. others.