Evaluation- There is excellent understanding of the role and use of new media in various stages of the production

In our music video we have tried to make use of new media techniques. We used final cut for our music video because it makes it easier to edit a music video because we are able to have different sequences in our video of the whole song with different shot types and locations throughout that we can cut and change between. We hae also tried to use some of the effects we are able to use on final cut to make our video look more interesting. For example, one of the effects we used was where you can add the effect to speed up a clip. We added this effect on some of the clips up Southbank so it gives the impression that the people up there were moving quickly and because we got one person to stand in the middle, so it looks like time is moving quickly around them. Also we cropped some of our shots so it looks like they have been framed giving them more of a focus point when watching the video.

In the planning process of our music video we created an animatic. This was good because it enabled us to gain a clear understanding of which shot we wanted to be in-frame at which point during the music video and how long we wanted each shot to last for. This was a different approach to how we tried to create a plan for our 'opening sequence' in AS because it showed how we were using different technologies to show the planning of our main project in contrast to AS and how we were trying to show this in a different to last year.

Evaluation- There is excellent understanding of the forms and conventions used in the productions

For our music video and ancillary task it was important that we followed conventions of the hip-hop genre. For example, for the locations we dominantly tried to use, there was graffiti on the location to add more of a clear view as to what our genre was. Also it made our locations look more interesting because it matches but also the use of graffiti provided different fonts and colours in the background for most of our shoot. The other location we used was a recording studeo which isn't so much genre-related but is good to use in a music video because it is used in other music videos and is another example of how we have tried to follow music videos from our chosen genre. The locations for our photoshoot and our ancillary task were again at locations with graffiti so it also siuted our genre. The other main location for our ancillary task was Southbank because it enabled us to use other location such as the actual walkway or roads up London to give more of a different look and effect that we tried to focus on a variety of different shot types and locations. This followed conventions because it showed an urban look towards our music video which is another convention of our genre which is good because it emphasised our chosen genre more and helped to make it clearer to the audience.

The costming was quite effective because in our music video and ancillary task it matched our genre quite well. For example, Luke wore a dark coloured jacket with jeans or chinos which suited our genre well because artists from our genre are seen wearing darker colours of a jacket with either dominantly jeans or chinos. It was important that we got the costume done well enough to match our genre becuase we needed to show we knew and understood some of the main conventions of the hip-hop genre but also this helps our music video and ancillary task match the genre better. Also having the correct costuming is important because it shows our understanding of what is required to suit our chosen genre.

An example of how we have attempted to use conventions from other music videos of our genre would be from using a comparison of shot types and location between our music video and the music video 'Rockstar' by Dappy'. This is good because we have similar locations and shot types and conventions to proper music videos because it emphasises the fact that we have focussed on main examples and conventions from our genre and have used these examples as a base and ideas for our music video. In the comparison between the two there is a clear demonstration that our product matches videos in our genre because from the images above we have a similar location involved with both of them being filmed in a skatepark with our artist in the frame being recorded with a low angle shot. The low angle shot is supposed to give a sense of power over the viewers from the artist which we used in our project to try and give this effect but also demonstrate clear conventions from the hip hop genre in our music video.

In the majority of our shots we have got clear eye contact from our artist looking straight into the camera. This is effective in a sense because it gives the impression that the artist is staring at the viewers, which is intimidating from some camera angles, such as the low angle shot, but form shots like a close up it creates more of a relationship between the viewer and artist because it may make the viewer feel like the song is being directed towards them. We used eye contact in our piece because we wanted to create a slight relationship between our artist and viewer because it helps make the video seem a bit more friendly to the audience because they feel more involved with what they are seeing.


Another present convention that was evident in a lot of hip hop music videos was editing to the beat. We tried to incorporate this into our video because it can give quite an effective change between shots if there is a quick change in time with when the music cuts. This adds more pace to the music video as well and will help to avoid viewer fatigue because there will need to be quite a lot of cuts and changes between shots in our music video throughout because the pace of the song is quite fast.


An interesting thing that we did in our music video that isn't so much associated with many music videos in our genre was that we added whip-pans. These were quite effective because they enabled a quick cutaway from a shot, but also added a good effect because they were quite quick and had good pace to them to allow us to quickly get a change in shots. This was good because it challenged our genre in a sense because we hadn't seen many other hip hop videos with this incorporated in them so it was interesting for us to add these in.



The music video 'Don't go' by Wretch 32 does have a slightly similar aspect in location as ours in one place. This is that in this video they use a walkway as one of the locations in their video and film some shots there, and we also do this in ours because we used the Southbank walkway as a location in ours for a couple of shots. This is effective because it shows that we have again taken consideration about our mise-en-scene and because it shows that in a proper hip hop video there is a similar use of location as in ours; this emphasises the point of our music video being from the hip hop genre if there are locations present in both ours and a contemporary music video it shows we are following certain aspects of convention to clearly show what genre our music video is to the audience.

Evaluation- There is excellent understanding of the significance of audience feedback

In the process of making our music video and digipack we have had to change our original design plans to help it fit our genre more but also make our music video and digipack better depending on what the feedback we got back was like.

On our digipack we have had to take quite a few different photos in different locations to get images that best suited our genre, but also fulfilled the criteria we needed for our digipack. Audience feedback effected our decision to re-do some photos because they may not have been good enough to match our genre or be the best quality that we may have been able to take.


Audience feedback was useful when doing our music video because it helped us understand what more shots we needed in our video to make it look better, but also add in more of a variety of shots. This was useful because it helped us to understand what was possible to improve in our video and specifically what we needed to do to make our video better. For example, we got told that our lip synch as slightly out in places so we needed to go back through our main product and look closely at how each shot/frame was aligned and ensure that we made the lip synch as good and effective as possible.

Evaluation- There is excellent understanding of the combination of main product and ancillary tasks

We needed to ensure that our ancillary task and music video had a similar look and approach to show we were from a set genre and understood our genre had to be clearly shown through our two productions.

We made sure that Luke had similar clothing in both tasks to show our genre clearly through both productions and that we were showing the hip-hop genre from the image we had set of the artist and the locations we used. Also this helped to help emphasise our chosen genre and help the audience perhaps develop a clearer understanding of what our genre was. This worked to good effect because mise-en-scene is an important role in production and ensuring that ours was genre specific helped to clearly demonstrate our music video, ancillary task and digipack were all supposed to be from the hip hop genre and clearly demonstrated this to the audience. We looked into the clothing that other main artists of the hip hop genre wear, like Tinie Tempah. He mainly wears a black jacket with normally a pair of reasonably dark jeans. It was important we tried to focus our costuming around main artist in this genre because it helps to represent the hip hop genre in our music video in a clear way to our audience if they can recognise that our main artist is wearing clothing similar to other big main artists recognised in the hip hop genre.

The locations for both have mainly a graffiti background to show the link through the both of them that our chosen genre was hip-hop. Also the location of roads ad streets give a bit of a rougher look to our piece showing clearer that we are trying to show the hip-hop genre clearly through the use of both of our tasks. For example, one of the locations for our music video was at a skate park which had a good urban look about it which suited our genre well but also there was good amount of graffiti there which enabled us to clearly show a key convention from our chosen genre in our music video. We tried to use similar looking locations for both our ancillary task and music video because it ensured that the hi-hop genre look was clear in both tasks and we had the correct conventions needed to clearly show the link between both of the tasks and how they were the same artist.

However, the costuming in both productions is similar to clearly show the look of our artist and that the hip-hop genre was our main focus in both edits. Alsoin the music video and ancillary task Luke keeps quite a serious face throughout which is again a convention from the hop-hop genre because it gives the impression that the artist is almost looking down at his target audience or is represented/shown as not looking as if they are interested in th photoshoot because they need to keep a serious look. This is interesting because it is usually an attempt to make the audience feel slightly intimidated by the individual and try to emphasise that they have more power over the audience.