Final Group Digipak

Evaluation Question 4

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

Evaluation Question 3

Question 3: What have you learnt from your audience feedback?

 

 

Evaluation Question 2

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

Evaluation Question 1

Evaluation of Media Products

Explain what your brief was:

The brief of my media production was to in a group; create a music video for a song of up to 5 minutes of our own chosen genre. To accompany the music video I would create, I had to produce two ancillary products; a magazine advert and a digipak, which would help to promote the artists music.

Introduce group members:

For creating my music video I was in a group that consisted of 3 other individuals. The first was Daisy Morecroft, who I have previously worked with for the production of our AS level opening thriller video. Working together proved a success and therefore we decided to continue working together as we believed we had learnt each other’s strengths and weaknesses and therefore we believed we would be able to successfully produce a conventional music video as a team. In addition to this my second group member was Ella Sutherland. I decided that Ella would be perfect to work with us as a group as she has an extremely high interest in camera work and has a keen eye for detail. Therefore working with her was likely to improve the quality of our music video and I believed we would work efficiently together. My third group member is Millie Cooper, whom I have also not worked with before. This did not prove an issue as once we started on the pre production process we all worked extremely well together which therefore allowed us to create a more appealing  music video as we were able to communicate ideas effectively.

Explain what your role was and what you were responsible for and what you learnt from it:

Within my group we discussed the allocation of roles and responsibilities before the production of the music video so that we all had an equal input into the process of creating the music video. I was allocated with the role of director as I had previously experimented with this role, alongside Daisy Morecroft in the production of the thriller. In addition to this, as a group we believed that I had a clear vision of what we anticipated the outcome of the music video to be. Therefore we all believed that by taking upon this role I would be able to help the process of the production of our music video run smoothly, resulting in a high quality music video that we all hoped to produce. My group member; Daisy Morecroft, was allocated the role of Sound Technician. She was therefore in charge of finding an appropriate song of the indie genre that we had chosen to create a music video to. As a group we believed that Daisy was the ideal group member for this role as she has the greatest interest in indie music out of all our group members and in turn we felt she would be able to successfully choose an ideal song that we could make a music video to. As a group we allocated the role of Camera Operator to Ella Sutherland. This is because we also believed that she had a clear idea of how we anticipated the outcome of the music video to be. In addition to this we thought that Ella would be good at framing specific camera shots to benefit the quality of the music video. My final group member; Millie Cooper, was allocated the role of location manager and being in charge of equipment and iconography. As a group we believed this would be the ideal role for Millie as she is organised and would therefore ensure that locations, equipment and iconography were all organised and suitable for each day of filming. Within my group we decided that we should all take upon the role of editing our music video. This is so that we would all have an equal input into the outcome of our final music video, and would be able to experiment with our own separate ideas that we may have come up with during the filming and editing process. From taking upon the role of director and sharing the role of editor I learnt that a lot regarding the production process of a music video. From the role of director I learnt that planning before the filming process is vital to reduce wasted time on the day. I also learnt that having a clear idea of the outcome you anticipate allows the directing of the music video to run more smoothly. From sharing the role of editor I was able to increase my range of knowledge of the Final Cut programme that we used to edit our music video. I also learnt of how accurate camera shots and timings had to be due to working alongside a song.

Did your group work well within a group?

Working well as a group was paramount so that we would be able to produce a successful music video that all group members were happy with. Fortunately my group worked extremely well together which meant the process for producing our music video was something that we all enjoyed and were able to complete with a somewhat ease. One of the reasons my group worked exceptionally well together was due to us all individually par taking in each process that we had to complete during the production of our music video. This allowed us to all have an equal input which meant the final music video we created was how we all anticipated and in turn we were all extremely satisfied with the outcome.

Explain if you think you have made a successful music video and ancillary texts:

I think that as a group we successfully produced a conventional music video and ancillary products to promote my artists music. As a group we decided to create a conventional indie music video to the song ‘Noserings and Shoestrings’ by Nina Nesbitt. We were firstly introduced to this artist by my group member Daisy Morecroft who has been a fan of her music since she first entered into the music industry. As a group we all decided that we liked her music and in turn we all chose to create a music video to her song ‘Noserings and Shoestrings’ as we believed we would be able to create a high quality, conventional music video to this song. Overall I believe that we created a successful music video and ancillary products as there was an evident link throughout with allowed each product to be consistent with the others. This therefore made the products more appealing to our target audience. Elements that were apparent in all products were the indie style clothing our artist was seen wearing, the naturalistic locations and also the employment of the acoustic guitar. These are all highly conventional indie elements and in turn allowed our products to become more conventional to the indie genre.

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

Brief – what was your production brief? What were you asked to create?

The production brief I was given was to create a music video of up to 5 minutes to a song of my choice which could be of any music genre within a group of 3-4 other people. To accompany the music video that myself and my group would produce, we had to create ancillary products that consisted of a magazine advert and a digipak which would assist in promoting our artists music. Before the production of our music video we had to make some important decisions surrounding how we anticipated executing our music video. These decisions included whether we planned on following or subverting conventions of our chosen music genre and also who our target audience would be. The decisions we had to make were supported by the fact we conducted market research and therefore gained public opinions surrounding the decisions we had to make.

What is a music video? (Explain what a music video is and explain your understanding of one – this can be the same one as your blog – include the styles and conventions)

The purpose of a music video is to promote an artist or song that they have just released which helps the audience to understand more about the meaning of the song. It usually involves a narrative that will attract the target audiences’ attention, which is likely to result in them remembering the music video as it appeals to them and relates to the meaning of the song. By the audience remembering a specific artist’s music video it may encourage them to promote that artist without even realising. If consumers introduce friends and family to that particular artist and music video it may therefore result in the artists fan base increasing. In addition to this if the narrative of a music video engages the audience it is in turn likely that they understand the meaning behind the song, which is the purpose of a music video. A music video also allows fans to buy into the artists’ lifestyle as they may be promoting a specific brand or item in their music video, which would entice a fan to go out and purchase the product. This may therefore encourage consumers to attain materialistic items to be like their desired artist, which may also work as a promotion strategy not just for the product but also the artist. This also allows the fans to build a relationship with the artist as the music video evokes aspects of the artist’s personality and way of life throughout. By having fans build a relationship with the artist it allows them to understand the messages behind their songs in much depth. This is because they understand more regarding who the artist is and in turn will recognise the meanings behind their songs. Therefore by the artist having a music video it allows them to build a deeper connection with fans. Music videos also include codes and conventions of the genre of a specific music video. For example; Drakes ‘Over; music video of the Rap genre includes conventions such as; projections, women in minimal clothing and extreme special effects. Whereas Katy Perry’s ‘Wide Awake’ music video, of the Pop genre, includes conventions such as; fictional, fairytale settings, costumes and special effects. Having music videos containing specific genre related conventions means that the audience can understand more about the artist and their music, which is a main purpose behind the production of a music video for a song.

Explain what the codes and conventions are of an indie music video, include detailed examples, to support the points you have made:

The music genre I chose within my group was indie. This was because collectively as a group we all had a great interest in this particular music genre, and therefore we thought we would be able to create a high quality music video to an indie song as we listen to them often in our everyday lives. Artists within this genre that were popular amongst our group included; Ellie Goulding, Ed Sheeran and Arctic Monkeys. There are a number of codes and conventions that are associated with the indie genre and therefore inform the audience of the songs genre visually. A beanie hat and army style boots are attire that are conventional to the indie genre and are apparent in Ellie Gouldings music video to the song ‘Your Song’. In addition to this natural locations such as a park are also conventional to the indie genre as they are simplistic and realistic to the audience. They are also popular locations for indie artists to busk in and gain potential fans. This convention can also be seen in Ellie Gouldings music video. The pace of an indie genre music video is generally slow, as this allows the audience to learn and understand the narrative/concept in more depth regarding the music video. It also gives the audience the opportunity to build a relationship with the artist. In addition to this certain effects that are employed on camera shots within indie genre music videos enforces the genre to the audience. Retro style effects help the audience understand the songs genre at their first glance, and therefore allows them to decide whether they will continue to watch the music video or not. Seeing the artist performing in their music video is also a highly conventional aspect of an indie genre music video as it informs the audience that the artist is extremely talented, and if they are seen playing an instrument it show them that they are overall talented musicians. These two specific conventions of an indie genre music video can be seen in One Night Only's’ ‘Say You Don’t Want It’ music video.

Explain if your finished music video and ancillary texts, develops or challenges your chosen music genre:

My groups finished music video and ancillary texts follow, develop and challenge the indie music genre. My music video follows conventions of an indie style music video through the iconography. I incorporated a guitar into my music video as it is an instrument that is highly recognisable with fans of the indie genre as it is what indie artists are seen playing. In addition to this my music video further follows conventions of the indie genre through the artists image with the clothing she wears. E.g. floral dress and denim jacket. These pieces of clothing relate to our target audience as they wear the same clothes and can therefore view the artist as a role model. Further to this we also develop the indie music genre through the slow pace editing style we include throughout our music video. This editing style allows the audience to fully understand the narrative and engage with the characters, and therefore enhances their experiences whilst watching the music video. It also allows the audience to build a relationship with my artist as they become a part of the narrative and therefore feel the emotions that she feels throughout. Also the locations in my music video follow the indie genre as they are simple and naturalistic, such as the forest and skate park settings. These locations allow the music video to seem realistic to the audience which therefore means they can relate to them which enhances the level of enjoyment they receive from watching. In addition to this the simplistic aspect of the artist performing in front of a white wall which we employed in our music video allows the audience to engage and build a relationship with our artist as they connect with her through the emotions she is expressing. These simplistic features allow the audience to understand the narrative through the actors in our music video and also the song itself, heightening their experiences during the viewing.

Although the skatepark location is naturalistic and simple which follows the indie conventions, it also somewhat develops the genre. This is because a skate park may not be considered as entirely simple due to the graffiti designs that are evident throughout the skate park. These designs may resemble that of a grime/hip hop type genre which therefore develops the indie music genre within my music video. In addition to this my music video develops the indie genre as it is more narrative based than performance. This is unusual for an indie genre music video as it is typically more performance based to allow the audience to develop a connection with the artist through their music. The narrative in my music video also develops the indie music genre as it is based around a rebellious character, which is not typical for an indie style music video. This is due to the characters behaviour being somewhat more relatable for a grime/hip hop music video. 

My music video also challenges the indie music genre mainly through the editing styles I incorporated. This includes the 360 degree camera shot of the artists boyfriend. This challenges the indie music genre as it is a complex editing style which is unusual for an indie genre music video to feature. In addition to this within my music video I contrasted the performance camera shots of my artist so that they appeared more brighter and of a higher quality. I did this by incorporating a glow effect onto the clips in Final Cut Pro X and altering the levels of the effect on the camera shots. This therefore makes the performance shots appear less realistic which therefore challenges the indie style music genre. 

The magazine advert develops the indie genre due to the components that my group and I have combined which create a conventional product. The background of the magazine advert is of a brick wall which is conventional to the indie genre and provides an edgy appearance to the advert. It would therefore gain vital attention from our target audience as the brick wall background would be a highly recognisable element for them. My artist in the advert is wearing indie conventional clothing, the same as in our music video, which therefore provides a link between both products. It also reinforces the genre of our music video and allows their curiosity and interests to grow surround the artist and her music. The artist is also seen holding an acoustic guitar which is highly conventional of the indie music genre as a majority of indie artists play the acoustic guitar. It is also a recognisable piece of iconography among my target audience which would therefore entice them to listen to the artists music. It may also encourage my target audience to build a relationship with the artist as they may share the same interests regarding what instruments they play. My digipak further develops the indie music genre due to the indie style components flowing through all three products which keep them consistent and visually appealing. The digipak has a recurring theme of a brick wall background and forest locations. These are conventional to the indie genre as they are simplistic and natural locations and therefore mean the digipak is relatable for the audience due to the realistic locations. The brick wall background also provides a link between the digipak and magazine advert allowing them to be visually coherent and conventional to the indie genre.

Music Video Comparison

Music Video Comparison

I believe that I have created a successful music video that is conventional to the indie genre. This is because I directly followed the brief I was given which was to create a music video for a song of up to 5 minutes of our own chosen genre. In addition to this I think that I have created a successful music video due to the feedback that I received from my target audience. This therefore enforces that my final music video appeals to my target audience and therefore I believe that means it has proved a success. Furthermore throughout my music video I incorporated indie conventional codes and conventions to develop the indie music genre which I believe enhanced how successful my music video was. Some of the indie codes and conventions I included in my music video was; simplistic aspects such as the skate park location and having my artist perform in front of a white wall, having my artist display an indie style appearance by wearing a floral dress and red lipstick and having my artist play the acoustic guitar. By including these elements in my music video it allowed my target audience to identify with common aspects of the indie genre which therefore enhanced their experiences whilst watching my music video.

I believe that iconography is the micro-element that best shows my creativity and understanding of the indie genre throughout my music video. This is because the iconography I have incorporated into my music video visually notifies my target audience of the genre of the song. In turn this enhances their experiences whilst watching the music video and also reaches their expectations of what they want to see in an indie genre music video. The iconography in my music video includes an acoustic guitar which my artist is seen playing. This particular instrument is highly recognised by my target audience as it is conventional to the indie music genre and therefore enhances the visuals of my music video. It also provides a connection between my artist and the target audience as they may also play this particular instrument and therefore allows them to engage with the artist. In addition to this my artist displays an indie style appearance as she is seen wearing a floral dress, red lipstick, army style boots and also a denim shirt. These elements further develop the indie genre for my target audience and provide them with an insight into my artists personality which therefore allows them to build a relationship with her.
 

After completing our final music video we decided to compare it to a successful music video of the indie genre to assess how successful the outcome of our music video is and how conventional it is to the indie genre. The music video I chose to compare it to is Passenger - The Wrong Direction. I chose this particular artist as although he is male, he is a highly recognised artist of the indie genre and therefore I would be able to accurately assess the success of my music video in comparison to his. 

The style of my music video is 70% narrative and 30% performance, which in a way subverts the typical style of an indie genre music video, which is primarily performance based. This particular style of music video allows the audience to engage with the artist whilst also understanding more surrounding her music and personality, as she is the centre of attention within the music videos narrative. In comparison to this Passengers - The Wrong Direction music video is 100% performance based which therefore conforms to the conventions of the style of an indie music video. However there is a somewhat slight narrative evident through the artists performance. This style of music video allows the audience to fully engage with the artist through their musical talents and allows the artist to act as a role model figure for the audience. This in turn may entice the audience to listen to more of that particular artists songs as they have begun to build a significant relationship with them.

 

A main similarity between my Noserings and Shoestrings music video and The Wrong Direction music video is the fact that they both conform to Goodwin's theory in a number of ways. A main way in which they both conform is through demonstrating genre characteristics. This is mainly evident through the mise-en-scene within both music videos. Throughout my music video the artist is seen displaying an indie style image which is formed through her wearing a floral dress, denim shirt, red lipstick and also having messy hair. Having my artist display this image allows the audience to further understand the genre of the song which means they are able to build a relationship with her. In the Passenger music video he is also seen displaying an indie style image through wearing a shirt and trousers that provides him with a scruffy appearance. By having an indie style image it allows the audience to engage deeper into the music video and with the artists enhancing their experiences whilst watching the music video. In addition to this both my artist and Passenger are seen playing the acoustic guitar, a highly conventional piece of iconography within the indie genre. By having the artists perform with this particular image it informs the audience of the high level of talent that they have and also increases how visually conventional the music video is. In addition to this elements of mise-en-scene both my music video and Passengers' music video contains indie conventional locations, however they differ in their styles. My music video contains more simplistic, natural locations that are conventional to the indie genre to allow the music video to feel more realistic to the audience. The skate park is one of the simplistic locations, which is the boyfriends place to escape and also where the climax of the argument takes place. By having this particular location for these particular moments in the music video it allows the audience to engage fully with the characters as the location allows the on goings to seem realistic. The use of the outdoor location also presents the characters as down to earth and therefore relatable for the audience. In contrast to this a main indie location in Passengers - The Wrong Direction music video is the old fashioned, indie style room at the beginning of the music video. The room evokes the feeling of it being the artists home and therefore provides a personal link between him and the audience, which allows the audience to build a relationship with him early on. Also due to the indie style location is increases the visual appeal of the music video and furthers the audiences understanding of the song. 

My Noserings and Shoestrings music video and Passengers, The Wrong Direction music video both further follow Goodwin's Theory as they include visuals that directly relate to the lyrics. By including this element of Goodwins Theory it allows the audience to become engaged with the music video gain a deeper understanding into the overall music video. In my music video the first visual and lyric link is during the lyrics 'hangs about at the skateparks, with his lighter and his pack of cards'. At this point in the music video a camera shot of the boyfriend playing with a lighter and a zoom in camera shot of a playing cards is employed. We felt that by creating this link between the visuals and lyrics at this point it would enhance the idea that the artist is fed up by her boyfriends idiotic behaviour. We also included another visual and lyrics link when the lyrics state 'sit with his guitar and playing a song'. We decided to include a long and close up camera shot of the artist and her boyfriend playing with the guitar to highlight the happier times in the relationship in contrast to the argument scene that comes soon after. In Passengers music video the visuals link to the lyrics when the lyrics state 'leaves us on our a****'. At this point in the music video the audience see a women falling over behind the artist on the green screen. This therefore provides the audience with a direct link which allows them to gain a deeper understanding of the music video. In addition to this there is another link with the lyrics 'fish in the sea for me to make a selection'. At this point in the music video the audience see the artist laying in a paddling pool with two fish swimming around him. This link between the visuals and lyrics allows the audience to gain a deeper understanding of the lyrics which suggests the artist is singing about finding a partner. 

Throughout my music video my artist is represented as a relatable, down to earth, everyday teenager. This is evident through the music video as she experiences an argument with her boyfriend which is a common event that individuals go through. Therefore the audience can look up to the artist as a role model and relate to the feelings she expresses through the performance shots. These performance shots also allow the audience to build a deep relationship with the artist and therefore increases their understanding of the narrative running throughout. In comparison to this, as Passengers - The Wrong Direction music video is primarily performance based it allows the audience to build a relationship with him that becomes deeper throughout the duration of the music video. This is also further increased due to the fact that Passenger provides the audience with eye contact throughout the music video which provides a link between the artist and the audience. 

The ability for the audience to build a relationship with the artist is increased through the incorporation of particular camera shots. Both of the music videos contain a number of close up camera shots of the artist performing. The close up camera shots allow the audience to engage with the artist and understand their emotions at this particular time in the music video. It therefore allows them to build a deeper relationship with the artist and learn more surrounding the whole music video. 

In addition to this both music videos also contain mid camera shots of them performing. Within these camera shots the artists are seen playing the acoustic guitar which informs the audience of their musical talents. It also allows them to build a relationship with them based on this talent, as they may also play an instrument. The employment of the artists playing the acoustic guitar increases how visually conventional the music video is to the indie genre, increasing the impact the music video has on the audience. 

The main editing style that is evident throughout my music video is slow pace editing. By including slow pace editing in my music video it allows the audience to understand the narrative and engage with the characters. This therefore means the audience can connect with the characters through their emotions which allows them to build a relationship, especially with the artist. The performance camera shots throughout our music video allows the audience to engage with the audience the most so alongside the slow pace editing style the impact the music video has on the audience is enhanced. In comparison to this throughout Passengers music video, slow pace editing is also employed. As The Wrong Direction is primarily performance based the slow pace editing allows the audience to engage with the artist and build a strong relationship with them. This therefore means they understand more surrounding the artists personality as they are not distracted by the events of a narrative. This style of editing is highly recognisable within the indie genre and therefore increases how conventional both of the music videos are to the indie genre. Although this editing style is similar between both music videos, Passengers music video also contains the use of a green screen. This element is unusual for an indie style music video and is therefore the reason it is not featured in my Noserings and Shoestrings music video. However within the Passenger music video it works effectively as it allows the audience to gain a deeper understanding surrounding the meaning of the song and lyrics. Which further increases the impact on the audience of building a relationship with the artist. It also provides the audience with more information surrounding the hidden narrative throughout the music video. 

From comparing my Noserings and Shoestrings music video to Passengers - The Wrong Direction music video I have learnt that the music video I have created is successful. This is because it is highly conventional to the indie music genre and shares a number of micro-elements with the Passenger music video. Due to being aware that The Wrong Direction music video is extremely popular and well known within indie music it therefore enforces that my music video would also be a success as it would appeal to my target audience. 

Target Audience Feedback

Target Audience Feedback

I think that audience feedback is extremely important to a production so that you are aware of the strengths and weaknesses of your work. By understanding this it gives you the opportunity to improve your media product so that it is of a higher quality and therefore more appealing to the target audience. It also allows a media producer to gain a wider knowledge into expectations of the audiences of a particular product which therefore allows you to produce your product to fully appeal to your target audience. In addition to this by having a wider knowledge of audience expectations it may make you more aware of what is deemed conventional within society, in turn allowing you to improve upon your production by increasing its conventionality.

Once we had finished our final music video we wanted to gain feedback from our target audience as to whether we had successfully created a conventional music video to the indie genre. Therefore as a group we decided to screen our final music video product on the mainstream social website YouTube. We chose to use YouTube to showcase our music video on as we knew that we would receive a high level of feedback due to the popularity of this particular social website with consumers. We also believed that by using YouTube we would be able to specifically showcase our music video to our target audience of females aged 16-25 year olds. This would in turn allow us to fully understand whether we had successfully created a conventional music video that is appealing to our specific target audience.

By gaining feedback from an extremely popular social website such as YouTube we are guaranteed to receive feedback that is based on honest opinions as consumers tend not to hold back their thoughts. This would therefore benefit our production as we will be fully aware of how consumers view our finished product, especially our target audience. From analysing the feedback we gained we were able to assess how successful our music video was as a whole based on our own and also consumer opinions. Gaining feedback from YouTube would also greatly benefit the music industry as the social website is widely used within the promotion of artists and their music. It would allow us as a group to assess whether our music video reflects our abilities as media producers within the music industry. This would be based on how successfully we met our brief and created a conventional music video. From showcasing our music video on YouTube to consumers we received both positive and negative feedback which informed us of how well we executed our brief. The first positive comment we received was from Bethanie Smith, aged 16. She stated ‘when watching an indie music video I expect to see the artist perform with an instrument, which is typical for the genre. I think you have created a video that links to the supporting products as they are coherent in regards to the components you have combined together, such as the artists’ indie style image with her messy hair and red lipstick. I also think that the locations you have used throughout your music video link to the song Noserings and Shoestrings because it mentions a skate park in the lyrics, well done.’ This comment made me feel as though as a group we had successfully created a conventional music video to the indie genre that is appealing to our target audience. This is because Bethanie stated that all our products were coherent with the components we combined together, including a number of indie style elements. This therefore makes me feel as though we successfully included the correct conventional aspect into our music video to make it visually appealing to our audience. A further positive comment we received was from Karen Jarvis, aged 19. Karen stated ‘I think your framing of shots are good because the artist is central which is important when promoting her’. As a media producer this makes me feel as though I have a great enough knowledge to understand what shots to include at different points in my music video to create the greatest impact on my target audience. Therefore Karen’s statement confirms that our decision as a group to include central performance shots of our artist has benefited the success of our music video as our target audience are given the opportunity to build a relationship with our artist. In addition to his we received further positive feedback from Penelope Miller, aged 21. Penelope stated ‘I really enjoyed your music video, mainly because the storyline links to the lyrics the artist is seen singing in the performance shots. I think that young people can relate to this storyline of a broken relationship and can therefore build a relationship with the artist. I also find your digipak effective because it really shows the artist in a positive light, so the artist can act as role model and potentially persuade people to express themselves with the guitar shots you have included to.’ This comment from Penelope made me feel as though we had created a music video that allows our target audience to become engaged with the narrative as they can somewhat relate to it. This was an intention of ours from the start as we believed it would benefit the success of our music video as a whole. In addition to this the comment Penelope made about our digipak makes me feel as though we have successfully formed an artist that our target audience can relate to which is likely to entice them to listen to her music and treat her as a potential role model.

In addition to the positive feedback we also received some negative feedback which I purely treated as constructive criticism and therefore took the comments on board. The first negative comment was from Samantha Hedge, aged 25. Samantha stated ‘Although I enjoyed your music video and was introduced to a new artist of my favourite music genre, I wanted to see more of the artist performing because it looked believable and not like the bad lip-syncing videos you often see.’ Upon receiving this particular comment I took it aboard in a more positive light. This is because however Samantha believed we should of increased the level of performance in our music video she said that what we had included looked believable. It therefore allowed me to become aware that we had successfully executed the performance elements that were present in our music. However I do somewhat agree with Samantha's advice to increase the level of performance as that is what is typical of the indie genre and therefore would be expected of the target audience of our music video. A second negative comment we received was also from Samantha Hedge, aged 25. She stated ‘I think the narrative was effective because it links to the lyrics, however I would have liked to see the argument scene at the end earlier on and seen the consequences of her boyfriends’ actions much sooner for dramatic effect to feel sympathy for the artist.’ This comment makes me feel as though we created a music video that our target audience were easily able to relate to as she states she wants to feel sympathy fro the artist. This therefore informs me that she was able to build a relationship with the artist and therefore I view this as a somewhat positive comment. However I took on board the aspect of altering the narrative as it may of made our music video more appealing and engaging for our target audience. A further negative comment we received was from Karen Jarvis, aged 19. She stated ‘I believe that the quality of your camera is not as highly defined as you would expect to see in a professional music video. Also, although I think your digipak follows conventions of the indie genre, I believe your magazine advert does not. This is because I don’t see how the brick wall is relevant as I have seen it used in more grime/hip-hop genres.’ I extremely agree with the comment Karen made regarding the quality of our music video which is due to us not having access to such high quality cameras. Therefore if we had the opportunity to do a task similar to this in the future I would try my hardest to gain access to high definition cameras, to improve the overall quality of our music video. In addition to this I somewhat agree and disagree with Karens’ comment regarding our magazine advert. I agree that our magazine advert could be improved upon to be more conventional to the indie genre, however I believe that the brick wall background is conventional to the indie genre and is highly recognisable by consumers who are fans of this genre.

The brief I was given was to create a music video of up to 5 minutes to a song of my choice which could be of any music genre within a group of 3-4 other people. I followed the aims of the brief I was given and therefore created a successful music video. The music video I created was under the maximum of 5 minutes and therefore the length of my music video was appropriate for the task I had to complete. When creating the music video I worked alongside Daisy Morecroft, Ella Sutherland and Millie Cooper, and we all equally shared out responsibilities regarding the production of the music video. In addition to this we chose a song that was of the indie genre and therefore created a music video that developed this genre as we believed this would be the most appealing to the target audience. Overall I believe that the music video we created was extremely successful as it developed the indie genre in a way that appealed to the target audience and therefore allowed them to engage with the artist.