Evaluation (Part 4)

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

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Evaluation (Part 2)

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Evaluation (Part 3)

What have you learnt from your audience feedback?

Evaluation (Part 1)

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

For my A2 media project my brief was to create a music video and ancillary texts (Magazine advert and Digipak), these media products had to appeal to a particular audience and promote the artist and their song and my music video had to be approximately 3 minutes long. This music video and ancillary texts could either follow or subvert the stereotypical conventions of the chosen music genre.To complete this project we were put in groups, I was put into a group with James Barry and together we planned to create a music video for the song 'Blame' by Calvin Harris, which is from the dance genre. My role in the group was mainly with the post-production process where I done the editing process and made the magazine advert and digipak. Our group worked well together as we both had the same views and aims of how we wanted to represent our artist and promote them. My strengths were in the post production and James' strengths was in the planning process, such as making the storyboards and filming schedules- therefore as a group I think our individual strengths helped and benefited each other and made our media project successful.

The brief was to create a music video to a song of my choice. Music videos are visual creations that are made to promote a song. Music videos generally follow the conventions of the music genre that is being promoted in order to appeal to the appropriate target audience. Not only do music videos promote a song, but they also promote the artist. Music videos provide the audience with a clearer understanding of the artist's personality and style, therefore allowing the audience to build a relationship with the artist and their music.

Purpose of a Music Video:

• A market tool to promote an artist/song
• A short narrative or representation of the artist
• To attract a particular target audience
• To identify an artist/group
• To buy into the artist’s lifestyle
• To show the different generic conventions of a genre/music video
• For the audience to remember the music video
• To make a song available to a wide audience
• To show more about the artist
• The audience request music videos 
• To build a relationship with the artist 
• For the audience to understand more about a song

Styles of Music Videos:

Music videos are split into 3 different categories:

                1) Performance - (singing/dancing) a performance based music video is a way to show off the artist's performing skills, whether that be through singing or dancing. For example - Beyonce's 'Single Ladies' music video is a performance based video as it purely shows her singing and dancing, informing audiences that she is a very talented performer.

                2) Narrative - (telling the audience a story)a narrative based music video is one that tells a story. Usually these videos involve a large variety of locations and iconography with a more movie-like feel to it. Some artists prefer music videos like this as they like to promote their music rather than themselves. For example Ed Sheeran's 'Give Me Love' is a narrative based music video as it doesn't involve Sheeran performing.

                3) Concept - (selling the audience an idea/theme or ideology)  a concept based music video is one that sells a theme, moral of ideology to the audience. However, a concept is usually displayed in a narrative or performance based video.

Some music videos contain a mixture of the different styles and some contain only one style. 

As part of the planning process I analysed various music videos from the dance genre on YouTube to help me find out what the stereotypical codes and conventions which are commonly used. This helped me gain a greater understanding and one of the music video I analysed was 'Antidote' by Swedish House Mafia vs Knife Party, this is from the dance genre. This video includes two styles of a music video and these are a narrative and concept style- the narrative is one which shows the audience, people partying in a club this then unfolds into a robbery inside the club and the concept of the video is one of partying and alcohol- both these styles help promote a certain life style about the artists to their target audience. A major purpose of a music video is to promote the artist and song, this music video does both and helps express and make the song more interesting and appealing to the audience. The artists are not present in the music video and this is because the music video is mainly about promoting the song, this is commonly found within the dance genre as DJ's want the focus to be on the songs and themselves. This music video has many purposes these are to promote the song, and also buy into the artists lifestyles. Many dance artists are associated with living a party lifestyle and this music video helps promote this stereotype, this will attract an audience who would want to live a similar lifestyle being portrayed of having money, girls and partying, this will also help build a relationship with both the artist and their fans, as they are being promoted in the video to live a life of partying, which many of their fans can relate to or look up to as their fans will be going clubs and partying or hoping to live a lifestyle like this being portrayed. The music video helps promote the song as well with the video being very entertaining and appealing to watch, this is done through the narrative and the codes and conventions used within the music video such as flashing lights and fast editing, this will make the song gain more attention and could lead to more people watching or listening to the song. The song does not have any lyrics so the music video helps add to the effect of the song, with the narrative matching the beat and tempo of the song, this is done as the beat gets quicker the narrative starts to pick up and more action happens such as the robbery, which helps make a greater impact on the audience.

This music video is very conventional to the dance genre and follows almost all codes and conventions of the dance genre. Typically in dance videos the video is themed around partying and clubbing scenes where dance music is often played and in this music videos it follows these conventions with the setting of the whole video being inside a club, using a club helps promote a party lifestyle and clearly show the audience the music video is from the dance genre, this is aided by all the girls dancing and jumping around with alcohol. By using the location of a club it also helps audiences to relate to the artists as this lifestyle is achievable of partying and going to clubs, i feel using a location of a club is more relatable than using a location of big expensive mansions as this would be an unrealistic lifestyle for many viewers to achieve. Through Mise-en scene this music video is conventional to the dance genre as the clothing used is stereotypical with shorts skirts and heels this is typical clothes worn for nights out in clubs also it helps make the girls look like sex objects which is commonly found used in dance videos, this makes the video more appealing as it promotes a lifestyle full of girls. The iconography used is conventional to the dance genre as we can see alcohol and money being thrown out which helps promote a certain lifestyle which attracts to many or the target audience, by using this type of iconography it helps enhance the artists image of living this kind of lifestyle. Through cinematography, there is the use of a variety of shots accompanied by fast editing this helps makes the video more entertaining to watch as the fast editing matches the fast beat and temp of the song. All these micro-elements help promote the artists image of living a lifestyle full of partying and girls. The use of flashing and bright lights and lens flares along with blurry editing all are found in the dance genre, The music video for 'Antidote' heavily uses these which makes it conventional to a dance genre, the use of all these effects help give an image of drunkenness as the blurriness symbolises the actors in the music video being drunk, the use of this also helps make the music video more entertaining and visually more attractive to watch. The only part of the music video which goes against the codes and conventions of the music video is the narrative as this shows a robbery, a narrative of a robbery is not commonly found in dance music videos but by using this it makes the music video have another dynamic and make its more entertaining to watch. By using all these codes and conventions typically found in other dance music videos it helps make the video more appealing for the audience as the music video is much more entertaining to watch with these codes and conventions being used.

Overall from my research into this video and other dance music videos I found they commonly contained flashing lights, partying, girls and quick fast paced shots- many dance videos have lots of editing effects over the shots to change the look of them such as 'blur' effects and distorted effects this helps to portray the themes of drugs and drunkenness. To achieve my representation of my artist living a party lifestyle I wanted to include these stereotypical codes and conventions, this helped me not only represent my artist clearly but also make the video more enjoyable to watch for the target audience as the club scenes and flashing lights are entertaining and gets the audience buzzed. I used a variety of effects in my music video such as the 'graphic', 'blur', 'dazzle','Kaleidoscope', 'glow' and 'flashing lights' effect. To include these effects I used them throughout the beat drops to accompany the quick changes of shots the effects helped show a theme of drugs and partying as it made my shots distorted. One example of using these effect is from 1 minute 40 seconds in as the beat drops my shots change from my artist Max Kruse changing to him changing but with an 'graphic' and 'flashing light' effect this helps make the video more entertaining but also shows the audience he is under the influence of alcohol as the shots are becoming distorted. The 'serpia' effect was applied over the shots of my artist performing and dancing this made him stand out as every time the shot changed quickly to him the effect serpia made the shot have an x-ray look; this also emphasises the the theme of drunkenness and drugs as the effect can show the audience my artist is under the influence of alcohol. 

My camera shots also followed the conventional shots I found from my research into other dance music videos. Most of my video was filmed from a P.O.V shot as I wanted my audience to see the lifestyle my artist is living through his eyes, this helps build a relationship between the artist and audience as they feel they are getting an insight into my artists life. The P.O.V shots also helped emphasise the theme of alcohol and girls as we can see it zooming in onto alcohol and them partying. There is also the use of a time lapse shot where I fast forwarded my shot x10 this was done using a wide shot and showed various locations throughout London, this was done to show my artist is under the influence of drugs and alcohol and the world is passing by him so quickly while he is under the influence of it. Another conventional  use of cinematography is close up shots. I have used these particularly as they are conventional within a dance music video and also relate to Goodwin’s theory as their needs to be a variety of close ups in order to connect the artist with the audience, the use of close up shots allows the audience to see the DJ and feel a connection with him as they are seeing what the DJ is doing.

I have followed the conventional lighting I found in our research; when researching music videos from the dance genre we found that their is bright colours accompanied by flashing lights and LED lights there is low key lighting used throughout these videos swell- this lighting helps create a party feel within the music video. The use of colour also creates happiness, bright colour mirror the bright emotions created by the lively and upbeat music. Colour and lighting accompany the music to help it reach its full potential in satisfying the audience, the intense fast use of lighting and colours mirrors the pace of the music to appeal to the visual senses as well as hearing senses of the audience. This is conventional of a dance music video as the artist is often pictured performing in a stereotypical location of a club or festival, which is where the use of colour and lighting is the most evident. The atmosphere that is pictured in my video is mostly created by the use of lights and colour tints, this also encourages audiences who enjoy this rave location and setting to purchase the artist's tickets to familiarise themselves with the actual location and atmosphere witnessed in the music video. Lighting effects is used heavily throughout my beat drops where I use flashing lights in my quick transitions throughout the festival and club scenes also I use a blue tint over some shots with flashing streaks of lights. The 'dazzle'  lighting effect helped create a drunken look which also further emphasised the theme of drunkenness. Overall, the use of colour and lighting benefits the audiences experience as well as the artists representation. By incorporating the conventions of the dance genre in the lighting and colour categories, the audience get to see exactly what they want, this helps create a relationship between the audience and the artist as they believe that they are interested in the similar things, lighting and colour ultimately makes the video as interesting and entertaining as possible throughout the club settings and artist performance. 

The setting of my music video is conventional to the dance genre with most of the setting being in a club or at festivals. Club scenes are popular in dance music videos such as Route 94- 'My Love' and Calvin Harris - 'Blame'. This makes the video more enjoyable to watch for the target audience as the club scenes are fast paced and promote a party lifestyle which the audience buy into, the concert scenes promote the artists concerts and help promote this to the audience as they will see how good the concerts are and could make them buy tickets to see my artist in concert. The party lifestyle is conventional to the dance genre and is a false need my target audience wants, The target audience will feel a close relationship with the artist as they both enjoy the same lifestyle full of partying and drinking.

The narrative of my music video follows the conventions of the dance genre as the narrative promotes a party lifestyle full of drugs and drinking which has a representation of recklessness. The narrative follows a group of boys who go out partying to festivals and clubs before they have a car crash and die. The music video shows them doing drugs and drinking. The narrative allows the audience feel closer with the artist as they will feel like they are viewing the life of my artist, this means the artist and fans can build a stronger relationship with as the fans will feel they can relate to the artist as the target audience is young adults who also enjoy partying and drinking which means they can feel like the artist is living a lifestyle they either follow or would like to live as well.




My music video followed the style of having a narrative of a group of boys going out having a good time with one of the boys being my artist 'Max Kruse' this was also accompanied by the concept of friendship. Dance music videos are now commonly using narratives to promote a certain lifestyle with the lifestyle mainly being one consisting of partying and alcohol. This is why I decided to follow this trend and also go for a narrative as it will help represent my artist clearly as living a party lifestyle which will help engage my target audience. Along with the music video the ancillary texts our extremely important in promoting the artist and song. My magazine advert and digipak both followed the same conventions I used in my music video, both texts also further helped promote the lifestyle I want my artist to be seen as living. The use of a blue tint was used in both my texts this was also used in my music video this helped keep all my media products similar. I used the background of my artist fading into clouds with bright lens flare lights surrounding him for my magazine advert- this shows the music will take audiences to another place but also with my artist fading into clouds it has connotations of drugs and alcohol as this is what they make you feel like this further emphasizes the artists lifestyle being promoted. My digipak follows this same theme throughout as well I used pictures of party scenes and bright blue lights, there is also the heavy use of photos of my artist and a personal message to my fans this will help my artist and fans build a relationship as they feel it is more personalised and aimed at them.

Both My music video and ancillary texts follows the stereotypical codes and conventions found in other dance music videos this is because my aim was to represent my artist as someone who lives a party lifestyle full of money,drinking and girls this representation was being created as it would help appeal to my target audience as they are young adults who also are going out to clubs and partying but not to the extent my artist is and this would mean my TA would look up to my artist and buy into his lifestyle and therefore watch my artists music video and buy the song. The products all come together well to promote this lifestyle with the common theme running throughout of partying, drugs and alcohol. 

Music video

West Hatch High School - 16807

Harry Fagan - 3228

I also worked alongside James Barry - 3206

Final group magazine advert

Final Group Digipak

Analysis of music genres- Miss Georgiou

Music videos appeal to audiences with the use of Mise-en-scene, editing and camera shots. Each music has a different reference whether that reference is performance, concept or narrative. The audience can be drawn in by what the music video does alongside the music. The target audience that the video is trying to attract will try to appeal to that audience.


My first music video I analysed was 'Out the blue' by Sub Focus, this video is another electronic song so helped me with my own music video as my song I have chosen is from the same music genre. Even though this music video is from the same music genre as my first music video inspiration their music videos are completely different. This showed me that I do not have to just make my music video fast paced editing as this music video is not. The artist does not appear in this music video as well, this could be because they want their fans to be more focused on their music than their own image, which is common with DJ's. Fast editing is commonly found in this type of song, however this music video does not follow this conventions as instead the music video is mostly in slow motion to help create a hallucinating effect. This music video does follow the conventions of bright flashing lights and bright smoky colours, these are always evident in dance music videos no matter if the editing is fast or slow, so this has helped show me this is a vital convention to include in my own music video, these flashing lights help make the music video more entertaining for the audience.

I analysed the rap song by Drake 'Over'. I looked at conventions within the music video that relate to the genre of the song. In the music video there is a low angle camera shot. This is evident when Drake is dancing, while his lyrics are projected on the wall. The camera shot represents Drake as a new rap artist and the shadow on the wall represents his image. This relates to the rap genre as it defines his emotions and the life that he has been through. The audience would be interested in watching the music video and find out more about him. Within the music video there is also a establishing shot, this can be seen when there is a picture of the city on the wall behind Drake while he is singing his song. This shows that his life is moving quickly and that everything maybe be happening too quick for his liking, such as his career and love life. The establishing shot shows the story of his life and it relates to the song as he is saying his life is over as in everything is going to happen fast.

There are a lot of editing techniques that are used within this music video, to help the audience understand what the song is about. Colour filters are visible within the post, the filters can be seen when they use them at the start when Drake is in the bedroom. The bright and quick colours have a red and orange tint which explain that his life is fast and full of drama. It represents that his lifestyle is quick and modern. In addition, to the colour filters, i can see that there is a relationship between the lyrics and visuals. Furthermore, Drakes facial expressions that are used in the bottom screen shot prove that all the words he is singing means something to him, in some way. In this shot he looks angry which must mean he has remembered something while saying them words, which proves the song is related to him in someway. During the song when Drake is stood at the side of the camera shot and there are people behind him. It relates to Goodwin's theory and shows that people have a big impact on his life. It represents the production of people, making a point to tell people how far he can come in his life.

Within the element of mise-en-scene, costume, positioning, lighting and colour, iconography and location are all a part of the music video that help to explain Drakes story. Within the costume element Drake wears a red jacket, this represents that he is angry. It shows that there are a lot of emotions going through his mind during the song he is singing. It could related to how stressed out he is from all the fame he is getting from his music that he is not use to. Iconography is evident in the form of a lamp, it turns on and off quickly. This represents his lifestyle as it shows that he cannot keep up with what is going on. It is typical as it tells a story to the audience. The location of the music video was in the bedroom of a house, this shows the high profile lifestyle that he lives as it was a expensive looking bedroom.It relate to the song as the song is about the being over, therefore he feel most comfortable in his bedroom, he likes home comforts. Drakes positioning within the clip changes throughout the clip, it was evident during the clip his position at the side of the screen, when the people are walking behind him. It shows that he stands out. It relates as the focus is on Drake and the people behind him symbolise how popular he is. The lighting and colouring used in the clip differs on the mood of drake. However, strobe lighting is evident and it has been used as it follows the beat of the song. It relates as the song is slow paced at the start but when he starts to rap the beat gets faster with the lyrics. The facial expressions used by Drake is a hard face, this shows that he means all the lyrics that he is singing and wants the song to go well. Finally, the colour effectives that have been just in the middle and right screen shot mean that he stands out from the crowd as he is in bright colours which would show the audience he is powerful and stands out from the crowd. However, In the screen shot on the left, it shows drake blending in with the crowd which still explains he is a normal person in some peoples eyes. Not everyone thinks he is famous or made it, people still view him as a normal person.

The second music video that I analysed was Flo-Rida 'Club can't handle me' and the genre of this song is dance. The camera shots that are used during the music video help to describe what the song and the music video is about. A high angle camera shot is evident when the camera is above the audience. It shows that everyone is getting into the music therefore backing up the point that it is a dance song. This relates as everyone is dancing and having a good time which is stereotypical to the fast paced music. A second camera shot that is visable is an establishing shot, this is when the city is on the wall behind Flo-Rida and he is in the middle of the floor on the platform. This shows the lifestyle of the artist as he is from a built up area and has the money to still live there. This relates to the success of the artist as he can live in a built up area with a large group of fans following his music.

 Editing is used throughout the music video when there is a split screen which is evident. This can be seen when one of the scenes is calm and the other scene is of the night club.This references to the lyrics to explain that the club cannot handle them. It is conventional of the dance genre having a good time at the party. Additionally, the second editing shot i found, was when the visuals relates to the music. The pace of the video is slow and the music is slow. The music is slow and the dancing is quick, the cross-dissolves are slow and the straights cuts are fast. The fast pace helps to portray the party atmosphere.


Mise-en-scene is visible within this music video by Flo-Rida. The first that i spotted was the positioning of Flo-Rida himself as he is standing on a podium above all the crowd. It shows that everyone is looking at him and he is the centre of attention. As an artist he would like the attention that he is getting from the music that he is producing, it shows that everyone is enjoying his music and having a good time. It relates to the song as he want to be focused by everyone and he wants everyone to look at him as he is at a higher level them realistically and with his music. The iconography that is used during this music is bottles of champagne . This is evident when they are brought out with sparklers in the top of them. It relates to the party seen as people stereotypical have champagne at parties. It relates to the party seen at the club. The location of the music video is a club, which illustrates the song is a dance song relating to the genre and everyone should have a good time a party to this song. The lighting which is evident through strobes also shows that the song should be played in a club environment as these kind of lights are normally played in this type of area. It relates to the song and the genre being dance as this kind of song should be played in a club environment. The facial expressions expressed by Flo Rida and David Guetta are happy faces as it shows they enjoy performing this song as everyone is going crazy for it and enjoying themselves. It relates to the dance genre of the song as it is making people happy and people want to party to this kind of song.

Diversity-Miss Miller

A music video is diverse when it breaks or does not follow the typical characteristics of its music genre A variety of things can make a music video diverse this can be through all the micro-elements to make the video as unique as possible. Chris Cunningham and Michael Gondry both are directors who make diverse and controversial music videos which does not conform to the stereotypical genre characteristics. 

Chris Cunningham most famous pieces of directing a music video are 'Frozen' by Madonna and 'Window Licker' by Aphex Twin. Frozen is a prime example of Cunningham's diverse work. Madonna is commonly know for having a sexual image but in this music video her image is completely different as it is changed a Gothic and mysterious image. The music video has a Goth feel about it with it all being dark colours and shot of crows flying this could symbolise death. Typically the Pop genre is all happy and light-hearted with many bright colours used, however in this video Madonna completely subverts the conventions of the pop genre and is seen in this video as mysterious and spooky, this shows Cunningham has completely changed Madonna's image for this video. The dark look and feel about the music video makes it unique to other pop artist as it is completely different to them as the is not shown off as a sexual object instead she is completely covered up and wearing black. The style of the music video is performance based with Madonna dancing very slowly almost hypnotically and singing, this is to focus the audience on the song and also to highlight Madonna's skill. The whole video is completely focused on Madonna as well which helps the audience relate more to her as they are just watching Madonna performing solely on her own. Goodwin's theory is evident in this music video for example there are many close up shots of Madonna and she is the sole focus of the whole video this links to Goodwin's theory where he says the artist has to meet the demands of the record label by being in music videos; this will attract fans even more who are fans of Madonna to watch this video as they know she is performing in it. Also Goodwin's theory where he says there is a link between visuals and lyrics is used in this video for example when Madonna sings 'Love is a bird she needs to fly' their is a shot of crows flying. The target audience for the video would be different to her normal target. The male audience would not be attracted by this music video due to the appearance of the artist not being personified as a sexual object, also other audiences may also be put off because of Madonna's new artist representation from this video as many of her fans aspire to look like her image and this image they love is no longer evident in this diverse video.

Chris Cunningham's other famous diverse music video is 'Window Licker' by Aphex Twin. This video was very diverse and controversial. Aphex Twin is an artist from the dance genre and their videos are very stereotypical using many of the codes and conventions commonly found in dance videos such as partying and flashing lights.
This video was deemed as very controversial for its strong use or swearing throughout, by creating this controversy it would help gain the song media attention attracting more viewers wanting to watch this music video. This video like Madonna's 'Frozen' completely subverts its genre of music, this video has hardly no conventions of the dance genre except for odd dance scenes of the artist, and it generally looks more like a rap video. This video is also very unique with how weird it is as their are male faces been put over female bodies, which can be seen as very disturbing but also as good way to gain publicity as these disturbing scenes would get people talking and get people to want to check the video out. Goodwin's theory is also evident in this video as the constant image of the artist is seen throughout the video with his face being cropped on to children's faces and also him starring as the main rich guy, this links to Goodwin's theory where he says the artist has to meet the demands of the record label by being in music videos also the voyeuristic treatment of the female bodies through them being verbally sexually harassed links to Goodwin's theory. The style of video used is Concept based as it portrays women as Gold diggers who are only interested in rich men.

Michael Gondry is another music director known for his diverse music videos. One music video he done which was diverse was 'Come into my world' by Kylie Monologue. This video subverts the typical conventions of a pop music video as their is no dancing included, and Kylie's image has been changed from a sexual one to an image of an ordinary person. The video is very creative and unique with their being one continuous shot of Kylie walking through a street and keeps going in circles with everything doubling up, this is very creative for a pop music video where normally you would typically find girls being looked at as sexual objects and lots of dancing. Through Mise-en scene her clothing does not conform to the pop genre as she is wearing normal clothes which don't give her a sexual image, the laid back theme of the music video also does not conform with typical pop music videos as these are very much party based This could have a negative impact as her original target audience would not like to see this different image and they are fans of Kylie because of the image she is know for. The style of the video is performance with the sole focus of the video being on Kylie walking around singing. Goodwin's theory is evident in this music video as well with their being a link between lyrics and visuals for example the lyrics are very repetitive this is followed by the repetition of the music video another example for this is when Kylie sings 'Come into my world' then there is an appearance of several Kylie's following her. The constant appearance of Kylie and seeing her sing links to Goodwin's theory where he says the artist has to meet the demands of the record label by being in music videos.

Both Cunningham and Gondry are extremely successful in creating music videos which are completely unique and not stereotypical of a music genre. Having  diverse music video has its advantages and disadvantages. The advantages for these artists above using diverse videos is it helps differentiate themselves from other artists and makes them stand out, also these diverse and different videos help create bigger publicity than a stereotypical video this would help create a bigger euphoria or buzz about the video and gain more views for the video, it also makes the video more memorable rather than being so similar to other videos of its music genre that they look copycats of each other; another reason for having a diverse video is it helps an artist reach other audiences, this would mean more views and sales for the artist, which is their aim. However, the disadvantages are artists could lose their original fans for example Madonna and Kylie both have a sexual representation and a party image which many fans love but this image is completely missing in their diverse music videos, this could have a huge negative impact as their original target audience could feel distanced, diverse videos such as the 'Window Licker' by Aphex Twins can cause controversy as well and get the artist a bad image as their is so much swearing in the video. Generally an artist would look to create a diverse video to stand out to audiences and this would get audiences talking about the artist and their video publicising them and their music. 

Both Gondry and Cunningham are similar as they both create diverse videos however their directing styles are different with Cunningham being much more controversial and drastic with his change of image with artists like Madonna and Aphex Twins, this more controversial style compared to Gondry's more subtle style I believe would create more of a buzz and get audiences talking more. I believe if you want a video which will shock and get audiences talking then Cunningham is the right director to use but this is a more risky style to Gondry's who still subverts the stereotypes in Kylie Minogues music video but does it in a much less drastic way. Overall I believe both style are successful in creating a buzz around a music video. For my music video I believe both their styles would not suit my music video as I want to go for a very stereotypical dance music video and both their styles are opposite to this as they aim to subvert the stereotypes.

Rough Cut

Me and James put our finished rough cut on YouTube this helped us get feedback in order to know what things the target audience like and what things the target audience think they will need to change. This will allow the group to review any changes in the eyes of the target audience and not only change elements on their feedback but change things on how we see them on youtube. It will help us see the video through the audiences perspective and we can give ourselves feedback on the music video. Also, we can see if the target audience can understand the concept behind our music video and we can then understand if we need to make things clearer or more understandable. It is important to consider the target audience feedback as we can understand and further our understanding of what the target audience feel they like in our music video and the things that they feel need to be added or change. The target audience would be able to understand that the genre of our music video is dance and therefore they will be able to go into detail into other conventions that we can include and other ways we can promote and relate to the artist. As the artist the group can understand the needs of our target audience and realise what other scenes, clips or effects they would expect to see.

We received feedback for our music video in the form of youtube comments, left by people who have looked at our video and left their comments to help us improve and say what things they think went well. We also did interviews for feedback on our music video in order for the group to get a first hand understanding of what people thought of our music video. We also got given verbal feedback from our class mates when we showed our rough cut music video to the class. As the class are in our target audience they were able to give us feedback and also give us further instruction in helping us improve our music video. This therefore allows us to collect a range of positive and negative feedback on our music from a range of people and in the form of different ways.

We received very good feedback, which told us clearly where we needed to improve and what were the good parts of our music video. It was clear that we had overused the editing effects with many people saying the overuse of graphic before the club scenes was too distracting so this means we will take out his effect; another criticism was the last 30-50 seconds had too long clips and became a bit repetitive, this means we will have to include more variety of shots and shorter quicker clips as we don't want our audience to get bored as a dance video is meant to be engaging and entertaining. The positives which came from the feedback was our narrative and concept was really entertaining to watch with the concept of friendship being clearly shown, the variety of shots and effects when the beat drops was our most successful part of our music video with our feedback saying it looked like a real life dance video and was very entertaining to watch.The feedback that we received will assist us in finalising our final music video as it will help us understand what the target audience believe we need to change and what elements of the music video they liked. Not only did we receive feedback from people on youtube but we furthered our knowledge by interviewing people on their thoughts of the music video and gaining verbal feedback from our class. This will allow us to bring more ideas into our music videos and get the audiences feedback on different elements that we included within our music video and hopefully our final piece will attract to the target audience.