Monday, 11 January 2010


• In what ways does you product use, develop or challenge forms & conventions of a real media product.
• Comparing my finished music video to real media products I can see that I have used, developed and challenged forms and conventions in many ways. First of all I begun to study the existing video from Chicane’s Poppiholla and especially loved the monotones and slow motion of the clips. I took this theme & continued it throughout my final product, by turning the original clips into blacks & white and slowing the speed, I then however developed this further by slowly bringing the colour back through at the end of the video, to suggest the life coming back into the narrative. I got the idea of bringing the colour back through as it was a convention used in Beyonce’s Broken Hearted Girl which I particularly liked. I believe this worked really well as it portrayed the inspiration of the character, when she achieved her goal the life came back through.
Studying the real media products such as broken hearted girl by Beyonce, made me realise that there is not many long takes filmed from start to finish, and therefore have tried to add as many cuts & transitions to have short snappy clips engender excitement and pace for the audience, I feel this works really well as the transitions look very professional rather than just placed anywhere.
We decided to base the narrative on the theme similar to that of Billy Elliot & Step up, whereby the character could not achieve her dream in the first instance but with a little effort managed to break through in the end despite her under-class background.
My video has used a variety of close up & long shots throughout again capturing the real media product style, In particular I feel that the close-ups showing the characters emotions throughout the story really reflect on the mood of the story. The long shots show dance skills and moves, and establish a variety of locations.
Also I have produced a promotional poster for the album of my video and have chosen to advertise in HMV, this simply because it is a very popular store where many existing products already advertise. This would therefore be a good place to advertise as it is where our audience should buy it. I then produced a Digi-pack cover for the case of my CD and again feel this task has been achieved well. We chose an area which we had used in our film to take the photos for this, it was a run-down subway covered in graffiti which highly represented our characters social status. I have changed the character to black & white, however kept the bright colours in the background I feel this is a good way to represent the inspiration being represented from our storyline.

• How effective is the combination of your main product and ancillary texts?
I think the combination is very effective, I have tried to convey a working class ambience in my Cd cover, to reflect the girl’s social status however at the same time, and she is also in a joyful pose, to suggest her ultimate triumph and to engender a sense of happiness in the audience to encourage them to purchase it. In the real world the poster could be part of a fly poster campaign and it could be found in music magazines of that particular genre. Slightly modified, it could be used as an advert in magazines and it would also be available as a download on my artist’s website. The Cd would also be advertised on the website and if people who order it direct through the website would also receive a percentage off a t-shirt.
My website would also show the video and as an advertising ploy and I would also include an interview with the actors and dancers, in time I would make the video available for people to download on their phones. The website will have outtakes from the photo shoots and from the DVD and competitions and the chance for audience feedback to give my fans a sense of ownership so they would be more likely to buy it.
I would also have a Facebook site, which held information about the artist, upcoming gigs and where to buy the high definition version of the DVD. On this Facebook page there may also be previews of different versions and mixes of the song.
I have released a copy of the video on Youtube as another promotional move, because fans watching it will want to buy the official version, which would be accessible via a link on the Youtube page. I would then aim to release it to music channels such as: The box, MTV or 4 music.
This way I have used convergence to promote my products, but of course there will be other aspects to my marketing campaign such as print, internet and television interviews with the artists or people involved with the production.
Finally in the age of web 2.0 I would hope that ‘prosumers’ would also promote my work using still images and the video itself (although there would not be an embedding code on youtube) via blogs, and other social networking sites, and also via their mobile phones, although I realise there is a risk that I would lose revenue from illegal downloading and it is possible that not all comments on the blogs would be favourable.

• What have you learned from your audience feedback?
• We had a slight issue with the people we were using for our judges and therefore asked a few of our piers if they thought they were acceptable before continuing to film. The problem we had was that they looked to young, and not professional enough to capture realism of the audition, the audience agreed with this and we therefore had to change our original actors who are shown in the clip below to the new ones which have been used in our final product.

How did you attract/address your audience?
• The final product was screened to three males & three females. They were told to watch the video carefully to then answer a number of questions about how well they thought the film worked. The narrative of the film was that of an inspirational moral, to try and put the point across that anyone can achieve their dreams if they try. By using a female character I feel this has slightly narrowed the audience to more likely being girls, again by the age of the character I feel it will appeal to a similar audience age group of 10 – 18 I also feel that simply from the kind of music it is this would also. As you can see from the video we then started to ask the two groups of people questions such as how they thought the locations of shots worked, how easy they found the story line & what they liked most about it. I found that both male and female answers varied slightly, possibly is due to the fact our video is more appealing to the females however the answers were really rewarding and positive about the video. The male group all said that the locations worked really well & that because there were so many iconic landmarks it really brought a personal feel to the theme of the narrative also they particularly liked how we had added the Sage Gateshead to the film, as this represented the performance aspect of they story. They also commented on how easily they followed the story line, and clearly understood that the girl failed, tried again and then succeeded. One person even said that as an audience many people will be able to relate to this: a teenage girl from a working class background who wants to achieve something that she loves, but is knocked down from people from a higher social class. I feel that this point was very interesting as one of the things to be considered whilst shooting the film was to ensure that it was clear to the audience how less well off the main character appeared to be from the original successful candidates simply from the area she lived in and the clothes she wore. They then told us what they liked most about the video, and I was glad to here that they really enjoyed how we had changed it to black & white and then to colour for the ending. One of them said that this worked well to strengthen the theme of her failing and when she succeeded the colour was brought back through which was what we aimed for people to understand. I feel that these comments have brought a really interesting point to the understand of my audience as it proves that although the main audience was for the female teenage gap that it also appeals to male audience who come from a similar social class background to the character and they are able to enjoy the narrative by relating them selves to the situation. The female group commented mainly on how they enjoyed watching the different locations of the film and particularly enjoyed the shots where the character was dancing in open spaces such as at the beach and on the quayside, they also said that they could easily relate to the narrative and that it was inspirational for a lot of people to achieve their dreams especially from a social class background where it is very common for people to give up on something they don’t think they will be able to get at the first instance. These comments were again very positive of they overall video and were almost quite predictable that they would prefer it a little more than the male group as they understand from a girl’s point of view that many people are like the character. From all of the comments I could not but a conclusive audience to the video as both genders enjoyed it however as expected before even concluding the film I feel that the audience is mainly that of a younger age audience and, although not exclusively for a female gender, is very much appealing to girls the same as the character.

• How did you use new media technologies in the construction & research, planning and evaluation stages?
• When our original ideas were cast we had gathered different aspects of existing real media products to research themes and conventions that would be popular in the industry. We started by looking at videos which we thought could follow a similar narrative to our inspirational story, and particularly analysed points from the film Billy Elliot. By doing this we were able to understand how to represent our character as being from a working class background. One of the things that we noticed was that whilst dancing and trying to achieve his dream the character Billy Elliot was always on his own, and people were looking at him and judging what he was doing. We achieved this by introducing the other two characters who were from a better off background and were together laughing at the main characters failure. Once we had studied the theme from Billy Elliot we could then use You Tube to concentrate on other music videos which we could use certain aspects of. Hence the black & white theme & slow motion which we liked from the videos from Beyonce. Overall the internet & You Tube was a major part of our research as we could gather as much information as possible from existing products to ensure that our product would be successful in the industry. Also as well as researching films & videos we had to think about our ancillary work, we again used the internet to look at digi-packs to find out measurements and ideas for my work. We then decided to use a basic CD size for the dimensions of our digi pack, for a front middle and back page. From this I was able to produce images for the product that would appeal to the audience, by using bright colours and simple text. When producing my print work I linked this well to the narrative of my film by using a stereotypical working class area to capture the environment the character is from, thinking about this I used a subway which was covered in graffiti which has worked really well in my opinion.
• Whilst planning our planning our DVD we first had to familiarise ourselves with equipment so we took a scene from Get Carter, and filmed in a group as we acted it out, this was really helpful as it meant we could look at different features which the cameras offered such as the zooming qualities, the contrast and the lighting. I feel this exercise really prepared us for the use of our filming. As well as practicing with available equipment we also produced an anamatic of a storyboard which we found really helpful as we could refer back to this to ensure we weren’t going off track with the different stages of our filming.
• For the construction of our film we ensured that we always had more than one camera filming the character so that we could capture different angles of her dancing, this worked extremely well as it meant that we could link shots together easily with transactions. For one scene we had a very large group of people which had to take part in an audience scene, this needed a lot of planning and we had to ensure that we had three cameras filming: one to be still standing, one on a tripod and dolly and one held hand. This meant we could get as much footage as possible to cover a lot of the audience’s reactions. We only had 15 minutes to film this shot which meant we had to get everything planned out perfectly. We had clipboards with every stage of movement that we wanted to capture and give the audience very clear steps to follow, this meant that we captured the correct shots necessary.
To edit our product we used the programme I-movie, because we felt it had all of the necessary features that we would need to use, for example, we were able to turn the film black & white, change to slow motion, and transactions in between certain shots. We particularly liked the transactions that were available as we didn’t want to be over the top with them and tried to make them as subtle as possible by using fades to ensure the video ran smoothly without looking stuck together in separate sections. We were then able to import our film into Final Cut, which enabled us to add the music track in the correct place. We added a fade to the start of the film so that it didn’t just start immediately, which works really well and all fits in time.
For my print work I have used Photoshop, a programme I was familiar with from my AS level, and feel that I could use all the features to a high standard to ensure that my work looked professionally built. I could desaturate the image to black and white and add different lighting effects & levels, which then let me make my work the best it could be. I feel that the media technologies that have been available for me to use have really helped me ensure that my final work is at the best possible standard.
• In my evaluation stages I was able to screen my video to people and have been able to create small video clips of interviews with audience members which helped me evaluate what was particularly good and worked well for the audience from there immediate reactions. I have also been able to make my blog public which means that all links to videos which I researched are available for anyone to see along with my anamatic of the storyboard, original filming which I have shown before editing, and photos which I took for my print work.

final print work

This is my final front cover for my digi pack, i feel it is very effective with the black and white conrasting against the colour logo, it catches the audiences eye and will make them want to purchase.

This is the inside of my digi pack, again i am pleased with the look of it, with the graffitti in the background & love the close up shot of the girl!

This is the back of the digi pack, i love the graffiti which was already on the wall, it fits perfectly with the moral to our narrative.

This is a promotional poster for our album at a popular music store, we feel this would be a perfect place to find our audience.

final video

Here is our finished video, we feel everything wokrs really well and are happy with the final product.

we then also created a short outtake as an extra;

images for print work

We chose this location for our print work as it was a favourite location from our film. We felt it really captures the characters background, it is a stereotypical working class area with graffitti covered walls in a subway. I love the way in which the photos have turned out as i feel that it captures the mood of the character perfectly. They are fun images which catch the audiences eye.

Print work preperation

here you can see the dimentions of an already exsisting digipack , however i feel this is a little complex & am going to create my digi pack on the basis of 14cm width and 12cm height, with a front, inside & back cover, if feel that this will be a neat size to work with, it is also the avergae dimensions of a Cd case.

Editing transitions & effects

We have turned the footage to black and white, we feel this gives the film a much more professional feel, & as previously suggested makes the audience concentrate more on the story rather than be distracted. As well as chaning it to black & white we thought we could develop this idea further & for the end of the film gradually broguht the colour back through. This was to suggest her confidence & determination building, and as black & white faded and the colour grew the inspiration became more visable, the light comes back into her dream as she succeeds.

We have also changed caertain speeds of shots, made some parts slow motion this was aimed to show the characters determination even more so, it was to capture emotion for that split second longer, the slow motion has worked really well in ensuring the film fits to the music. The orgional video for Chicanes song is also in slow motion, this adds extra effect to the film & we think this is deffinately somthing captured in our film

We have added basics transitions to our shots so that the vieod runs smoothly without having over exagerated effects inbetween each shot. We have used fades for most of our transitions rather than swirly shapes etc this give sthe video a more professional look and doesnt make the film look stuck together.

Rough cut

Here is our rough cut on imovie of our film, we have organised all of the clips into our story and are happy with th result all that is left to do is add the transitions and effects.


Overall our shoot went according to plan, we took a huge amount of footage which gave us the perfect amount of decent shots that we coould use. We kept to the time schedual which meant we were fully organised at all times.

The only thing we had to add in extra, was a few extra reaction shots which was simple to add in.

Shooting planning

We have contacted the copyright act for the song poppiholla by email to ensure we can use the song for our work.

We wanted to create a very large scene wherby we had a number of people acting as an audience in a performance. To do this we have tried to use the theatre royal to film in, however despite contacting the theatre and asking to capture a small aamount of a live audience on film this was not allowed. We therefore had to adapt our idea and use our school stage. We had to plan this accurately so that the stage had appropriate scenary and wasnt inbetween shows. Once we figured otu when we could use the facility we then had to plan out in detailed steps how we would shooot the audience.

We were given a time slot of 15 minutes, in this time we had to orgainse 150 voulenteers into seating area. WE then had prepared clipoards with different seat numbers on them, these were seats where we had indicated people must follow our instructions. On our indications we would shout 1, 2 & 3 this would be the start of the standing auvation amongst the audeicne. We had 3 cameras, one stil standing, one hand held and one on a tripod & dolly. This meant we could capture as much footage as possible from different angles to ensure evrything was covered. We had four things we wanted to capture, 'boring clapping' 'excited cheers' a standing auvation, & audience reactions shots. To begin we gave the cast an overview of our narrative this made them understand the mood of the situation.

Overall the voulenteers followed our instructions well, and in the 15 minutes we collected more than enough footage to work with.


We feel that by keeping the shots in famous landscapes in the north east that we are putting a very personal feel on our film, we have chosen places such as the sage gateshead, the quay side, southshields beach which are all very close to home. Thesse public loactaions and landmarks are very popular amongst people and we feel that by using these areas it will be a success.


Here is a copy of the storyline we decided on for our final idea.

- A poor/less off working class girl attends audition for dance production.

- A number of girls who are neat, tidy & precise are an obvious threat to the girls chance of succeeding

- The girl fails, & other girls look down on her, snobby attitude

-Girl is really upset, feels really down, walks home alone, head down

- Goes home & cries on her bed

- Decides to stop feeling sorry for herself

- Goes out and practises dancing around her local area, in front of landmarks

- Plucks up the courage to go and attend the show she was meant to be in, with an idea in min

- Sits in audience & realises people around her arem't very impressed with the show

- Jumps up from her seat and runs onto stage

- Intrudes on the other girls performance & puts audience at shock

- Other girl leaves the stage so she takes over & dances

- The room fills with a standing ovation

- The girl finish's with a bow, to conclude her determination, happiness & success.

Moral of the story, don't give up on your dreams, follow you heart & if you put your mind to it you can succees despite your social status.

Here you can also see that we have produced a basic anamatic of our storyline.


We wanted to base our video on an inspirational theme. To understand a little more we began to annalyse the following videos:

Billy Elliot - this is an example of the kind of narrative we want to achieve, whereby a character fails in somthing because of heir background, but down to their own determination achieves their goal in the end.

Step Up 2 - this again is another example of the basic storyline.

Beyonce - What we particularly liked about this video was the monotone, we felt it really showed emotion and made you watch the video more as their wasnt an overuse of colour to distract you from the storyline.

Video Practice

Becuase we hadnt used the video cameras before producing our film we felt it neccessary to get to know the different settings available to us. We therefore were given a short task of acting out a scene from 'Get Carter' this involved working in our group and reconstructing a short scene, this allowed us to use the tripod & camera with features such as, use the zoom features, change the exposure & panning.

We also took the video camera & still camera to different locations where we thought we could possibly use in our film, aswell as this familiarising us with an option of places we also had extra pratice of shooting small sections.

Research & Preparation

Here you can see our origional idea, we were particularly interested in using the song Pink-Funhouse, we thought this would be a fun, playful song to work with for a video, we chose outdoor locations as we could be as adventurous as possible & also we thought about experimenting with wild clown costumes and makeup.

Our second idea was for the song Poppiholla, this is a song that could have scope for many situations, it automatically made us think of someone succeeding in something. We were discussing somone who was maybe from a lower social status, who didnt think they could succeed, we again chose a lot of outdoor locations as we could play around with as much space as possible.

We then created a questionnair to see what people thought when they heard the song Poppiholla, the overall result was similar to our origional thoughts, be that people thinking success & determination. From these results we then started to create a spider diagram with thoughts about a storyline based on this song.

Here you can see all of our ideas of a range of different storylines that we could possibly use based on the above preparation.