Evaluation question: How did you use media technologies in the

construction and research, planning and evaluation stages?

I used many forms of media technologies in the construction and
research of my music video project. At the start of this process I
used the Internet to initially look at what genre of music I could do
for my own media production. YouTube allowed me to look at
various genres of music and to see what the ages of the target
audience was. To find a target audience I decided to use social
media to help me to see what ages of people most commonly
listened to indie rock/acoustic. My statistic showed me that people
of the ages of 15-25 listened to this genre on a regular basis, which
led to me to create a case study of a specific audience member. To
which I decided it would be an 18 year old female whom has a
disposable income. Social media has allowed me to do all of my
research for the construction of my music video.
After I had decided upon the type of music I wanted to use I decided
to explore smaller bands/ solo artists that I could use for my
production, YouTube allowed me to find bands that were just starting
out and discovering their sound. I then began to email bands to get
permission to use their songs. Social media and the internet allowed
me to find an easier way of contacting band members, which sped
up the process. I initially focused on House of fun by Madness as I
was intrigued by their use of colour and unique, creative and fun
camera shots. I began to study their work, as I wanted to
incorporate the element of fun and creativity into my music video.
I then began to look at Evening/Morning by Bombay Bicycle Club;
this band instantly caught my eye by their use of bright abstract
colours. I also noticed that in their video they incorporated bright
colours in dark, wet urban locations, which I thought showed a real
contrast. I also noticed that having a dark location with people
wearing bright clothes allowed the audience to only really focus on
the main characters, which I felt was important in a music video.
This is something that I used in my production. In IMovie I decided
to enhance the brightness of some of the clips where the girl in the
yellow coat was just to make her really stand out and really capture

the audiences eye. The shot to the left shows a screen shot of
Bombay Bicycle Club and the shit to the right is from my own
footage.

My planning consisted of me using a wide range of media, as I

wanted to develop my understanding of media technologies. I
initially used PowerPoint to show a visual representation of
what I wanted to achieve from my own music video. Word
documents and PowerPoint allowed me to incorporate large
amounts of detail into my research and planning. Such as in my
planning I created two PowerPoint and two documents on other
peoples music such as Bombay Bicycle Club as I wanted to pick out
macro elements that could potentially benefit my own media
product. In my planning I also created a YouTube video of a
deconstruction of Ben Howards music video this allowed me to
show more of a visual representation of all of the macro elements
that I could use in my work or what I didnt want to use. This
YouTube video involved me adding detailed notes which I had inked
to each slide; this allowed me to demonstrate my understanding of
different elements within a music video. My deconstructions helped
me to use and develop my own ideas which was has helped to
create my own media product and ancillary texts.

In order to film my music video I used a Nikon D3100 this was to

ensure that I had the highest quality footage with little noise or
grain. This DSLR camera also has a build in camera which meant
that I didnt have to take a microphone around with me while I was
filming this made it easier for both my actors and myself. The DSLR
allowed me to have more control of my filming, this control allowed
me to create more stylistic and artistic shots. An example of this is
where I pulled in and out of focus such as when the train was

coming into the station; this allowed me to create a normal rule of

thirds shot more interesting. The use of rule of thirds also allows the
viewers to really get a real sense of where they are.

This camera has allowed me to develop and improve the quality of

my shots. I have frequently used depth of field to help emphasise
the main focus within the footage. Depth of field also helps to
attract younger audiences as its a unique interesting shot that
stands out.

However, I also had many problems with filming, as I didnt have

access to professional equipment. Although my camera was of a
high quality it still had some downfalls such as the ability to get the
colours a bright as they were on the day was hard when filming.
Which lead to me having to enhance the brightness of each clip in
imovie. Occasionally the footage appeared somewhat grainy which
created more of an eerie atmosphere which is something that I
didnt want in my production.
On one of my filming days I was filming when there was an eclipse,
due to the fact that I was already past my deadline on filming meant
that I had to film on that day. Due to the camera only focusing
properly on an auto setting mean that I had an over powering glare
of light which managed to wash out the buskers face.

In Imovie I had to decrease the brightness to try and make the

footage look less washed out. However, I personally think that the
desideration (black and white) of the image has allowed it to look
less noticeable which meant that I didnt have to re-film this
footage.
For the planning I also decided to upload my progress in the form of
media pod casts and personal evaluations of my progress this
allowed me to demonstrate what action has been taken place and
how I have achieved it. I did my pod casts in the form of talking in
front of the camera. I also did personal evaluations by recording my
voice over the top of my video this allowed me to show my work and
progress in a more visual manner, this also allowed me to
demonstrate my creativity and my understanding to different forms
of media techniques.
I also used small clips from my own footage to which I analysed
them into great detail, by using three different forms of media, a
microphone, web cam and also writing as all three helped me to
create a detailed analysed personal evaluation.
When I had finished my music video I decided to share my music
video on Facebook (social media site) my initial thoughts behind this
was to get feedback from my target audience (15-25 year olds).
However, I discovered that my product was far from done which was
positive as it meant that I received constructive criticism that
allowed me to make my music video better and more appropriate
for my target audience. I had many comments stating that I needed
to matchup the link sync better, which is what I decided to do. I also
received other comments suggesting that I should decrease the
brightness more in the black and white shots of Tom. This I felt
would help my product look more like a real media product. Using
IMovie on one of the apple Macs I was able to tweak all of the issues
that were pointed put to me by my target audience.
In the construction of my evaluation questions I decided to use a
verity of media, such as for this one I have decided to do a detail
analysis in the form of a written document to ensure that I have
included as much detail that I need. Whereas , for one of my

evaluation questions I decided to do an analysis over my media

product to show what I have used, developed and challenged from
other media products this allowed me to show what I have done
visually so that it would be more clear and understandable. For my
third evaluation I decided to do a pod cast which meant that I was
talking to a camera and explaining how my ancillary texts have
worked together and was effective.
Overall I have used many different forms of media that have helped
me to demonstrate my understanding of how to create a real media
product.