Evaluation Q4: How did you use media technologies in the construction and research, planning and evaluation stages?

I used a blog format called ‘blogger’ where I could come up with and develop new ideas as I was creating and publishing the tasks for my A2 media coursework. I found this a great help whilst under construction and research as I could keep track and organise myself online whether it was through the computer or my phone. I also uploaded pictures and screenshots that I could post to help justify my experimentations and research and make my blog presentable and interesting. Blogger was another way in communicating with my teacher to book out equipment for the weekend to film footage for my music video.

Facebook was another Internet based technology that I used to try and find an artist I could use for my coursework. It allowed me to interact with the public and I was able to view videos of friends singing that they had posted on their profile. This gave me a chance to listen and get in contact with a few people to see if they would consider being apart of my coursework.

One other online media technology I used frequently was google where I could research the forms and conventions of music videos, album release posters and digipaks. This had a great impact on my work as it helped with my planning and understanding of the tasks that were set. I also used google to research different theories such as auteur and Hype Williams where I could read about their views. This encouraged me to experiment with different ways on how to construct my music video. I also used google to collect various images and create mood boards and justify similar artists to Tig herself.

I was inspired by many popular music videos I watched on Youtube that I used often to research and look at from similar artists to mine such as Carly Rae Jepsen, Taylor Swift, Selena Gomez and Justin Bieber, all coming from the pop genre. This gave me many ideas and helped spot the forms and conventions in a pop music video such as the fast pace cuts, close up shots, transitions and normally follow a narrative that can be described as a fantasy or fairytale ending. 

Another media technology I used that was significantly important to construct and create my music video was final cut express. Although I was quite familiar with final cut express from last year’s coursework, I learnt how to lip sync our music video footage. As a class, we were given tutorials on how to lip sync our footage using practice videos, which made me feel confident and ready to make a start on my own music video. Another aspect of final cut express that I wasn’t entirely sure about last year was the transitions. One of the forms and conventions of a pop video was transitions; therefore Christy and I incorporated them in our own by learning how to insert them and play around with the placing of the footage on the screen, which we did successfully.

Lastly, photoshop was yet another media technology that I used a great amount to generate ideas and create my ancillary tasks. Photoshop allowed me to produce an eye catching and playful, digi pak and advert. When planning my digi pak and avert, one of the key issues I had to consider was my artists brand identity and genre. Therefore, I used backgrounds from the Internet such as pink fluffy clouds and pink lockers and uploaded them onto photoshop. From there I could create my perfect brand identity; young teenage sweetheart. I also cut out ‘girly’ products such as lipsticks and hearts by using the quick selection tool to intensify the pop genre and Tig’s ‘sweet’ brand identity. 

Evaluation Q3: What have you learnt from your audience feedback?

Christy and I also held a year 9 focus session where the class could watch our 'popcorn boy' music video and reply with critical feedback of which we could learn from:

Evaluation Q2: How effective is the combinations of your main product and ancillary texts?

I have made a directors commentary as a starting point in discussing the brand image in my artist and how my three texts are presented.

In my music video, there is a clear contrast between the main artist’s character. In the ‘popcorn boy’ music video Antigoni is represented as a stereotypical geek as you can see by her code of dress as the big glasses stand out as well as her checkered shirt. This highlights the fact she is acting as a different character to her true self, making the music video exciting and different. However, in the ancillary texts, ‘Tig’ is represented as a typical, teenage girl following the theme of pink and being presented as an innocent, sweet, young girl. In my digi pak and poster, the angel wings highlight her innocence and fictional imagination that most young girls have today. I developed Tig's brand identity in the music video and ancillary texts to portray the experience in change that young teenage girls commonly go through today. I was conscious of the contrast, however I wanted to create more of a feminine and girly identity in the ancillary texts to relate to Tig's target audience in more of an eye capturing way.

Evaluation Q1: In what way does your media product use, develop or challenge forms and conventions of real media products?

Convention	Use/Challenge/Develop	Explanation	Evidence
Fashion in a pop video is normally a key aspect	D	In my pop video I used the stereotype of a geek played on her fashion, styling her with big glasses, and a chequered shirt. There is a scene where the artists friend transforms her into a typical teenage girl.
The actors and singers in a pop video are usually teenagers	U	In my video, the cast are all teenagers; schoolboys and schoolgirls. This develops the playfulness and young feel to the song ‘popcorn boy’ as well as the genre
Most of the time pop videos involve bright colours with the scenery and costumes	U	I used the idea of bright colours in my pop video with the scenery in the background, especially when filming in school. This made the visuals more interesting and particular people stand out more. The outfit of the ‘popcorn boy’s’ football kit also stool out due to the contrasting bold colours of red and white. This brought the audiences attention to him in that particular scene.
Occasionally, pop videos include dance routines and strict formations	C	In ‘popcorn boy’ we used dance where the main artist could freestyle while she sung. However, we did not have a strict dance routine as we thought that was more suitable for a pop group rather than a solo artist. We also felt choreographing a dance and teaching it to the cast would be too time consuming.
In general, pop videos portray relationships and friendships through the characters.	D	My music video develops this convention by highlighting the boy trouble the main artist is having. Instead of portraying teenage love in a positive way, the music video shows a troubled relationship. The close up shots of other characters and the dressing table scene show friendship and socializing between each other.
Pop music videos frequently use the camera to visualise the female body in a provocative way	C	In my pop video, I did not use the camera to visualise the female body in a provocative way as it was not suitable. However, we used many close up shots and actions of the ‘popcorn boy’ to enhance his over confident character.
More often than not, pop videos are up beat and reflect in the camera work and movement in the video	U	‘Popcorn boy’ is a lively music video with a variety of different shots involving many different actions. This highlights the up beat sound track how the shots quickly cut between each other. One shot involves the pop corn boy kicking a football in time to the beat. This adds to the relationship between the song and visuals.
Many pop videos include close up and extreme close ups	U	In the ‘popcorn boy’ music video there are a variety of different shots. However, many consist of close ups and extreme close ups. The close up shots help to enhance the cheerful and up beat emotions while the extreme close up shots tend to highlight the innocence and purity of the personalities of the characters.

Convention	Use/Change/Develop	Explanation	Evidence
A striking image of the artist is a key aspect in a Pop advert	D	I developed this convention by using a bold, striking image of my artist and changing the opacity in order to merge with the background of the pink, fluffy clouds. This creates an innocent approach to the advert.
A capturing theme. Example: colour, atmosphere, styling.	U	I used this convention by creating a theme of the colour pink. This helps portray the girly and teenage personality of ‘Tig’, which is more attracting to the teenage target audience. It also highlights the pop genre, as it is playful.
Pop adverts usually include a quote from a popular magazine aimed at teenagers.	U	I included a quote from a pop magazine “Cosmo Girl” aimed at young teenage girls. Researched showed that Cosmo Girl’s target audience was similar to Tig’s herself, therefore it was a suitable review.

Convention	Use/Change/Develop	Explanation	Evidence
Pop digi pak’s usually consider a theme that develops through each side	D	My digipak has a clear background colour of pink through the lockers, clouds and American flag. This highlights the strong feminine aspect of Tig and helps attract the young teenage target audience. I included a pink, sketched heart in every side forming Tig’s signature icon.
Images of the artist are more likely to be playful and happy	U	I used this convention by using playful and confident images of Tig with happy facial expressions. This reflects the pop genre to an extent as the majority are upbeat and cheerful
Digi paks always have a record label that promotes their artist which is suitable for their genre	U	I incorporated this convention within my digi pak using the record label ‘universal’ that promotes similar young, pop artists such as Carly Rae Jepsen and Demi Lovato

Finished Advert

I used the 'lyric book' side of my digipak and used it with various changes and developments as my advert page because i thought it was eye capturing and bold as a new album release advert should be. The large heart in the background signed 'Tig' is an on going theme as i included it in my digi pak as well to represent her iconic signature. The pink fluffy clouds in the background create an innocent personality for Tig resembling her as a floating angel. This creates a link between the magazine quote "America's new sweetheart"

The lipstick mark that was also used in my digi pak enhances her typical girly teenage style and highlights teenage girls characteristics of dressing up and having make overs, trying new styles. 

I kept the on going colour theme of pink through my advert as well as i thought it would create a strong similarity between them of which i found out averts and digi paks for the same album should have. 

Advert under construction

Annotation of an advert

I have annotated Avril Lavignes new album release advert finding similarities to Antigoni. This has given me many ideas which will be seen in my advert. The colour theme of pink and graffiti'd heart has inspired me to include these aspects in my own work