evaluation.

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

The genre of music that I used is Indie/Electro/Pop so by having a diverse genre it meant that I didn't need to conform to other music video styles. I wanted to create a uniqueness to the video but still resemble the original artist Lily Allen as she represents her audience more so than other female singers. In my most pop videos the setting and location is very over the top, however, looking at both Lily Allen music videos and less conventional artists I found that the location was in more humble surroundings. I challenged media conventions by not having the video completely focused on the narrative, which is about a younger sister apologising to her older half-sister. I only used 2 stills in which this came across, but I wanted the main focus to be on the artist apologising, rather than making the music video look like a short film. In regards to costume I didn't want the artist to look in anyway provocative or promiscuous, which is how a lot of artists portray themselves these days. I wanted my target audience to be able to relate to my artist so had them in normal clothes that my demographic would wear.

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

For my ancillary texts I made a promotional poster, a digipak and a website. I feel that I was able to link all of these in with my music video by using similar clothing and shooting the digital work in similar surroundings. I made sure that all three ancillaries were cohesive by using the same colour scheme and font throughout. I feel that this helped highlight the way in which I wanted my music video and artist to be represented. I didn't want the ancillary texts to contrast to what my music video was about and I felt in order for there to be cohesion I needed all my final products to have a simplistic resemblance. Similarly to my need to have the music video just to be about the artist apologising I felt that the ancillary tasks should be the same which is why i kept them as they were, without too much going on, and I'm very pleased with how this has worked out.

3. What have you learned from your audience feedback?

My audience feedback enabled me to understand what my demographic liked in terms of music and in terms of products. It was quite clear that most of my target audience felt there was no need to over do products and let the artist and the music video sell themselves. I felt I've done this by having such a simple, yet effective music video. When I had done my finished product the comments that I got back were very positive & the feedback made me aware that I had created a video and products that would interest my target audience. As I had already had critique between my first and second cuts, it meant that the final product was what my focus group and target audience wanted. I was able to use their criticism to enhance what I had already done, and improve on it also. Due to this feedback I ended up adding an extra shot location which ended up being 2 extra stills in the music video which i thought gave the narrative more authenticity, and I was very pleased with the result.

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

Most of my use of media technology was done throughout the filming process via use of cameras, video recorders and tripods for both of these. However, after the filming stages I had to create my ancillary texts. To edit my filming I had to use iMovie which was at times a challenge, however, I'm pleased with the outcome of my music video so this shows how effectively I was able to use it. I also used photoshop to create my digipak, advertisement and website which I was already acquainted with due to my foundation portfolio. I finally had to use iDVD to create the dvd for my digipak. As I wasn't aware of how to use it, it was a struggle at times but I feel that I ended up with a great finished product due to the authenticity that the dvd gave the digipak. In regards to the different technologies I used, I feel that because I was doing quite simplistic tasks I didn't really need to change a lot of things after I'd filmed or photographed them. It was more important to me to have a cohesive set of finished of products than to over compensate and have an outcome that I wasn't proud of. I am really pleased with my final products.

music video - final cut.

music video - alternative ending.

There's no music on this alternative ending as I was unable to have just the ending of the song.

music video - out takes.

digipak insert.

digipak sleeve.

advertisement.

For the promotional advertisement I wanted to keep it very simplistic, as this was my main goal for all of my products - including the music video. I used the same colour scheme and fonts as previously used for my website. This was in order to make all of my work cohesive and so that the audience would be able to recognise the artist simply by the font used, not just because of the photograph.

The photograph that I used was very simple, and i love having the brick wall behind. I feel that it's not too plain, but not busy and it reflects the video and costume. I didn't want to have a contrived photograph, so it was very simple and I wasn't posing. I think that this helped create the image that I wanted to achieve. I didn't want it to look like I was trying to be something I wasn't like many 'tween disney' singers. I wanted to be relatable to my target audience, and I feel I've achieved this. For my digipak I wanted to have a different outfit to the music video as it is very rare that an artist would wear the same clothing. However, I wanted all the media - the website, advertisement, digipak, digipak insert - to be cohesive and recognisable so decided to wear the same outfit for all of them.

I also used a 'quote' from NME, as this is what is seen on most promotional advertisements. I also put the date in which the digipak was due for release as that is a vital aspect of advertising.

website.

I'm really pleased with the final outcome of my website as I feel it looks very authentic. I used a black & white photograph as I wanted the main focus to be on the content of the website. I was able to tie in the single & digipak on the website with use of photographs that were taken for the digipak and also the promotional banner at the top. I also included a photo on the gallery section titled 'Back To The Start photo shoot' which gave the website more authenticity.

I wanted to incorporate different aspects of what would be on a singers website by adding tour dates, blog updates, music & videos, news updates and also ways in which the target audience would be able to contact the artist. I also had an opportunity for subscribers to win a prize for joining the mailing list, as many artists tend to give away prizes via their websites.

I used a grey/mint colour for the background of all the boxes and the main writing was in purple, which i wanted to have as a colour scheme throughout the rest of my digipak and advertisement. So that each individual section of the website stood out, I used bright coloured boxes to contrast against the pastel background.

music video - second cut.

cast & costume.

Although earlier on in production I was planning to just have one person in the video due to

the narrative, I have now decided to include another cast member to play the role of the sister

as this is an important part of the narrative. I will make sure that the main focus will still be on

the artist and have very few shots of the 'sister'. As I'm slightly changing the narrative and I will

be adding an extra location.

Costume for the music video will be very simple and relatable for the audience. I will most

likely wear a baggy T-shirt and denim shirt as it would be the kind of outfit my demographic

and target audience would wear. As I want the music video to look very amateur I think it's

important that the setting & costume are very relaxed as this would relate to my audience.

I'll also be wearing Ray-Bans in the music video as I want to film on a sunny day and most

of my target audience would wear either Ray-Bans or a similar more affordable style of

sunglasses. I will also be wearing low-top Converse as this would also relate to my demographic.

For my digipak I'll probably have a similar outfit, but not exactly the same. this is to give the

digipak an authenticity as it is very unlikely that an artist would wear the same outfit for both.

I may wear an accessory that's the same as I wear in the video as it will make the final products

cohesive.

feedback.

After feedback from my focus group I have decided to reshoot the video . I'm going to change quite a few aspects of what I had already done such as; costume, locations, content and narrative. Although I did think that my first cut was great, there is always room for improvement, and I am hoping that my next edit will improve. I'm hoping that due to weather changes the lighting will be better & that I won't have to do any editing to the colour.

music video - first cut.

cast & costume.

Due to some earlier problems involving the 'talent', I have now had to cast myself in the music video. By choosing the shot sequences, edits and locations I feel that I can both direct and appear in the video. I'll be able to do this by setting up shot sequences with those who assist me then replacing them with myself to do the actual footage.

I want the music video to be quite simple, as I want it to have an amateur look. By wearing simple clothing the main focus will be on the lyrics.

location & props.

The video will be primarily set in Prittlewell Square, a conservation area in Southend.

I won't be using any props in the video as I feel none are needed. When looking at previous

Lily Allen music videos it is clear that the majority of them are all e about either the narrative

or location and setting, not about props. I feel that this will give the video an authenticity.

I've pin pointed each exact position of where I will be filming. From the left hand side is the

scenes outside of the garage in a small alley. The next location is the shots outside of the house.

Opposite the house is where the scenes on the lamppost in the park will be shot. The final

location will be at the Victoria statue next to the Tea Gardens.

This is the location I will be using primarily. I liked the location as the house is very

picturesque. I liked the fact that it was an old house, as it contrasts to the majority of the song

which has a very modern and fast tempo.

I liked the idea of filming on the lamppost as it was quite different to any other music videos

I'd seen. I'm hoping that the outcome will be effective. Whilst filming I want all of the scenes

to look quite natural, so hopefully there will be pedestrians in the background, with myself

as the primary focus in the foreground.

The final location is on the Queen Victoria statue. I wanted to include this in the video as I

thought it would create quite good shots, and as the video is set in Southend and the statue is

a landmark I thought it would work well and tie in to the whole video. It's in quite an open

space so hopefully this will create good lighting that will benefit both filming and editing.

back to the start - lyrical analysis.

Back To The Start does not have a music video, so instead of doing an analysis on that, I will do a lyrical analysis as this will give me an idea of what to highlight in the music video.

When we were growing up you always looked like you were having such fun
You always were and you always will be the taller and the prettier one
People seem to love you
They gravitate towards you
That's why I started to hate you so much
And I just completely ignored you

I don't know why I felt the need to keep it up for oh so long
It's all my fault I'm sorry you did absolutely nothing wrong
I don't know why I felt the need to drag it out for all these years
All the pain I've caused you
The constant flow of all the tears
Believe me when I say that I cannot apologise enough
When all you ever wanted from me was a token of my love
And if it's not too late
Could you please find it deep within your heart
To try and go back go back to the start
Go back to the start

I've been so evil with my constant invasions
But you made it so easy for me
You always rise to the occasion
I'll always pull you up on every stupid thing that you say
But I found it so entertaining
Messing around with your head

I don't know why I felt the need to keep it up for oh so long
It's all my fault I'm sorry you did absolutely nothing wrong
I don't know why I felt the need to drag it out for all these years
All the pain I've caused you
The constant flow of all the tears
Believe me when I say that I cannot apologise enough
When all you ever wanted from me was a token of my love
And if it's not too late
Could you please find it deep within your heart
To try and go back go back to the start
Go back to the start
Go back to the start
Go back to the start

This is not just a song
I intend to put these words into action
I hope that it sums up the way that I feel to your satisfaction

I don't know why I felt the need to keep it up for oh so long
It's all my fault I'm sorry you did absolutely nothing wrong
I don't know why I felt the need to drag it out for all these years
All the pain I've caused you
The constant flow of all the tears
Believe me when I say that I cannot apologise enough
When all you ever wanted from me was a token of my love
And if it's not too late
Could you please find it deep within your heart
To try and go back go back to the start
Go back to the start

emphasis on words

scenes and/or images of the past

shots of actor crying - differently each time

rewind chorus shot to beginning & then speed up

focus group.

Fola, 18

Fola is currently a student at sixth form. She tends to listen to Indie,

Electro & Dance music. She tends to listen to music online where she

can download it or listens to Radio 1. She also likes to make compilations

of her favourite music of the three genres previously stated. As she

listens to the genres of music I will be using for my music video, her

input during feedback sessions will be useful.

Eddie, 23

Is a trained chef. His choice of music genre ranges from R&B, Hip-Hop,

Grime, Dance and Reggae. He tends to listen to music on TV channels.

However, also listens to radio stations such as Kiss 100 and other Pirate

radio stations.

Ella, 19

Is currently studying at SEEVIC college. Ella had a varied music

taste including Indie, Dance, House, Electro and Soft Rock. Ella

listens to the majority of her music on her laptop, either on iTunes

or online radio stations. She also has a very active social life and will

listen to a lot of music on nights out. I feel that her eclectic taste will

help with feedback as she will known different aspects of what works

well with my chosen genre.

Ali, 18

Like Fola, Ali is also a student in sixth form. Ali tends to listen to Pop

music, but also other genres such as Dance and R&B. Although this is a

limited selection, her interest in Pop music will be useful during feedback.

Eliot, 20

Eliot is currently at university so listening to music online is more easily

accessible. Eliots taste in music ranges from Hip-Hop, Dance, House,

Trance, Indie, Rock and Drum&Bass. Like Ella, he also has an eclectic

taste in music so this will mean I will obtain more advice during my

feedback sessions.

treatment.

Lily Allen - Back To The Start treatment

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anton corbijn.

Anton Corbijn is a photographer and director from the Netherlands. He is widely acknowledged by the music industry, mainly for being the creative director of the visual output of prominent bands such as U2, The Killers and Red Hot Chili Peppers.

Corbijn started his career of music photographer in 1975. He made a lot of photos of the 'rising star' Herman Brood & His Wild Romance. Because of the pictures taken by Corbijn, Brood's fame rose quickly, and as a result Corbijn's own exposure increased. In 1998, he brought Bono and Herman together to start a working on a project which was never finished because of the early death of Brood.

Corbijn decided to move into directing music videos when Palais Schaumburg asked him to direct a video. After seeing Video, Propaganda insisted that Corbijn would direct Dr. Mabuse. As well as Simple Minds, Echo & the Bunnymen and Golden Earring requesting him their own music videos. Front 242 were shown Corbijn's artwork and accepted shooting a video with him, which resulted in a strange version of "Headhunter" due to Corbijn's limited knowledge of English. Nevertheless, it became a milestone in Corbijn's career.

Some of his works include music videos for Coldplay "Viva La Vida” and Nirvana’s “Heart-Shaped Box” as well as directing the Ian Curtis biopic Control.

andrew goodwin.

1. Music videos demonstrate genre characteristics - e.g. stage performance in metal video, dance routine for boy/girl band.

2. There is a relationship between lyrics and visuals - either illustrative, amplifying, contradicting.

3. There is a relationship between music and visuals - either illustrative, amplifying, contradicting.

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work - a visual style.

5. There is frequently reference to notion of looking - screens within screens, telescopes, etc - and particularly voyeuristic treatment of the female body.

6. There is often intertextual reference - to films, tv programmes, other music videos etc.

how far do music videos reflect the popular culture of the time?

If you look at the history of music videos it is clear that music videos are new in regards to their current day form and uses. History shows that the concept of music videos started with music television such as Top of the Pops and CD:UK so that that popular artists could perform without being on location. In this sense music videos were used when bands were on tour as a way to keep a fan base.

Nowadays the majority of music videos reflect modern cultures and stereotypes that audiences find easy to relate to, this helps to promote the artists in both merchandising and their image. In modern culture music videos are a representation on society and cultural conventions. In terms of pop culture music videos of today are a reflection on different sub cultures in society and they clearly lay foundations for genre's of music and demonstrate different 'labels' that artists and audiences associate themselves with, they are a form of identification.