YEAR 13 MUSIC VIDEOS UNIT GUIDE

In Year 13 your coursework unit consists of working in groups to create a music video, a 4-6 part CD cover for the band, and an advert for the CD to go into a magazine. On top of these practical tasks, you will work individually on a blog demonstrating your research and planning skills and afterwards complete a range of evaluation questions. The following document is designed to be a complete guide to Research & Planning on blogs Creating and Editing a music video, a digipak, and an advert Evaluating your production

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RESEARCH AND PLANNING AN INTRODUCTION Your individual blog should be a comprehensive and creative demonstration of your research and planning skills. You will be marked on: Your research into music videos Your organisational skills (locations, actors, costumes etc) Your shot lists, scripts and storyboards Your use of multimedia technologies on the blog (e.g. embedded clips, pictures, links, Prezi, Scribd, Wordle etc) Your communication skills

The tasks that need to be completed are as follows. Most tasks are to be done individually but some can be done as a group. Please ask if you are unsure.

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COPYRIGHT PERMISSION LETTER For this first task you must prove to the examiner that you have requested permission from the music company to use their track in your video. You should lay this out like a formal letter / email and upload it onto your blog as the very first entry. An example is shown below.

Dear Copyright Holder,

We are A-Level students and we are writing to request your permission to use one of the latest tracks by... The track we wish to use is... With your permission, this task would be used in our current A-Level Media Studies project, which involves creating a music video to a popular music track, as well as producing an album and a magazine advert for the artist. If we received your permission, this track would ONLY be used in an educational context and be viewed by our media class, our teacher and the OCR exam board moderator. It would not be released to a large audience. The artist and your company would of course be fully recognised throughout preproduction and the final video itself. A copyright notice with wording supplied by you can be included in the records of the project. If this is required, please send full details. We look forward to hearing from you, Regards

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ANALYSING MUSIC VIDEOS You should analyse at least 3 music videos on your blog. They should be from a similar genre of music to the one you intend on working in. You should embed the video of each track into your blog along with a title of the song and artist to make it clear what you are analysing. For each video you need to make sure you dont just describe what is happening in each video, but instead are making analytical comments about the following features using key media terminology Camera movement, shots, angles Editing transitions, special effects Mise-En-Scene (colour, costume, props, location, facial expression, performance, etc) Representation how the artist / band / characters are represented through these technical elements above Ideologies what ideologies are presented in the video, are they dominant ideologies or not? Genre of the music and how this is signified in the video (eg iconography, colour, people etc) Intertextuality whether the video features any intertextual references, where, to what and why? Audience reception how might an audience react to or view the video (Stuart Halls theory of preferred reading) Why might an audience watch / enjoy this video (Uses & Gratifications etc) Can Andrew Goodwins theory be applied to the video, if so, where? Can Laura Mulveys theory be applied to the video, if so, where? Are there any Binary Oppositions in the video (Levi Strauss theory), if so, where?

Strong examples can be seen here: http://georginacampbellmediawgsb.blogspot.com/search/label/Music%20Video%20A nalysis

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DESCRIPTION OF YOUR TARGET AUDIENCE For this section you must identify your target audience in as much detail as possible. This would ideally be done as a Scribd or Prezi Presentation embedded into your blog, or an audio file like a podcast, embedded into your blog, preferably with pictures embedded too. When describing your target audience for your music video you need to include: Age Gender Social Demographic (eg ABC1C2DE) Occupation Hobbies Style Media Grouping - favourite films, favourite TV, favourite artists / music What Uses & Gratifications will your music video offer to your audience? What solutions will your music video offer to their problems (Utopian theory) You could also describe your target audience as if they were an individual (as used in magazine marketing)

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AUDIENCE QUESTIONNAIRES & ANALYSIS OF RESULTS For this task you need to work in GROUPS to create a questionnaire to hand out to your target audience to help you decide on plans for your music video. Ideally your questions should fit on one side of A4 and have both multiple choice questions and spaces for more open answers to particular questions. You should have 2-3 questions that allow you to find out who it is filling in your questionnaire (e.g. age, gender, etc) You should have 2-3 questions to find out what music videos they like and why You should have 1-3 questions to find out what they might look for in a new music video You should then have a sentence or two telling the audience about the song you are making a video for and what genre it falls into. You should have 3-5 questions to find out what they think about your ideas for your music video. You might suggest some different locations and ask them their favourite. You might have pictures of several different possible main singers and ask them to choose their favourite. You might also ask them to give their own ideas for your music video at the end. Once printed you will ask at least 10 people to fill the questionnaire in. The people you ask should be people in your target audience profile. The filled in questionnaires need to be scanned in, and uploaded on to your blog. Example of multiple choice question Which of these locations would be good for a music video about lost love? (choose your favourite two) Theme Park Bar / Restaurant School Park Beach

Example of an open question Describe below what you think of my music video idea including suggestions about what I could improve.

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Then INDIVIDUALLY you need to analyse the results of your questionnaire. You should do this in the following ways. Create bar charts or pie charts to show some of your results Write about what you have found out

Your charts could show the percentages of what answers were given. Charts will only be possible for the questions you asked that had multiple choice answers. You can also write about how the results will influence you in the making of your music video. Example of Chart and Writing about results

Question: What is your favourite location idea for a new music video?
4 people chose a theme park

4 people chose a school 5 people chose the park

Theme Park Park Beach School

15 people chose the beach

The results here show that the beach was by far and away the most popular choice for a location for filming so we intend on basing most of our filming on Brighton Beach. However we will also include smaller elements of the park as well as this was the next favourite.

The results of your questionnaires can be written directly in to your blog with charts embedded as pictures, or it could be a Word or Scribd document..

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FOCUS GROUPS AND ANALYSIS OF RESULTS For this task as a GROUP you need to get a group of people together (preferably from your target audience profile) to have a filmed group discussion as research. You will have around 5 key questions prepared that are open questions allowing for descriptive answers and then film the group discussing what their opinions are about these questions.

To do this you will need a camera and tripod, a quiet room, and 4-6 people willing to take part on camera (not people from your group).

Good questions to ask are things such as: Here is our idea (tell them about it), what do you think about it? What could be improved? What locations do you think would be good to film in for our song? What images / storyline do you imagine for our song choice? What are your favourite music videos and why? Is there anything you hate in particular music videos and why?

And so on You need to make sure the camera is as close as possible to the group to pick up their audio clearly. This focus group video then needs to be uploaded into Premiere (edited if you wish) and then exported to YouTube for embedding into your blog. As INDIVIDUALS you then need to add a comment in afterwards summing up: What you have learned from your focus group How you will apply this to your music video production etc

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ANDREW GOODWIN AND LAURA MULVEY MUSIC VIDEO THEORIES For this section you need to show knowledge and understanding of these two theorists. Use the internet to carry out research into their theories and then write IN YOUR OWN WORDS what these theories state about music videos, giving examples of real music videos that demonstrate each point. The entry can be done as a written entry on the blog with video clips embedded into it, or a PowerPoint / Prezi presentation with screen shots from music videos to demonstrate each point. Andrew Goodwin BRIEF overview. You need to expand on these points, explain what is meant by each one and provide your own examples. Music videos demonstrate genre characteristics. (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop). There is a relationship between lyrics and visuals. The lyrics are represented with images. (either illustrating, amplifying, contradicting). There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music. (either illustrative, amplifying, contradicting). 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). There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc.) and particularly voyeuristic treatment of the female body. There are often intertextual references (to films, TV programmes, other music videos etc.).

Laura Mulvey BRIEF overview. You need to expand on this and explain each point, providing your own examples. One part of her male gaze theory suggests that the camera / audience always represents a heterosexual mans perspective of the scene objectifying women. Another part of her male gaze theory suggests that women are only portrayed as one of two possibilities. Either a virginal innocent character or a sexy whore. This is called the virgin / whore dichotomy.

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CATEGORIES OF MUSIC VIDEOS There are 3 main categories of music video which include Performance Based videos Concept Based Videos, either: Narrative Videos Artistic Videos

Give examples of videos that match each category by embedding clips into the blog entry. You might also like to comment on which category your music video will fall into or explain if it will be a hybrid of two or more categories. INTERTEXTUALITY IN MUSIC VIDEOS Following on from Andrew Goodwins theory you need to explain Intertextuality in more detail. For this entry you could have a written blog entry with embedded video clips and images and / or a filmed video discussion with your group members. You need to: Explain what intertextuality is Give a variety of examples to demonstrate your understanding Explain why is it used and why it might appeal to an audience Explain if you are going to use any intertextual references in your music video possibly by uploading your own moodboard or examples of your own inspirations.

RESEARCH INTO THE MUSIC VIDEO INDUSTRY For this entry you need to carry out some research into the music video industry showing your knowledge and understanding of how the industry works etc. This entry should be completed as some sort of slide show either on Slideshare, Prezi or PowerPoint and then uploaded to your blog. You could use Y12 work as the basis for this.In your presentation you could cover some / all of the following points: How are music videos generally made? What is the production process? What is the purpose of a music video for the companies / artists that make them? Who are some famous music video directors and why are their videos so wellknown / successful? How much money is usually spent on the average music video? Have any been made very cheaply or are there any that have had huge budgets? How do audiences access music videos? Where can they be seen?

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CONVENTIONS For this entry you should demonstrate your knowledge of conventions of music videos. Conventions are common features. You could do this as a Prezi presentation, a collaged picture, or a word entry with images to illustrate your points. Ensure that for this you cover the following two points, using screen grabs from a variety of professional music videos to illustrate each point where possible.: Conventions of music videos in general (e.g. close ups, cutting to the beat of the music, etc.) Conventions of music videos of your particular genre (e.g. rock, pop etc.)

EQUIPMENT LIST As a GROUP make an extensive list of technical equipment you will need for both the production, and post production part of the process. Equipment you might need is shown below. Choose the relevant items, plus any others you might need and make the list, for each one saying what you will use it for: Digital Video Cameras Tripods Microphones Lighting Stands CD player / other audio player Mobile Phones Stills Cameras everything you will need for your shoot

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ANALYSIS OF 2 OR MORE DIGIPAKS A digipak is a CD Case, normally made of card, which has several folding panes (squares) along with either one or two plastic holders for the disc/s inside.

For this task you need to find and analyse at least two digipaks. For each digipak you must analyse all the packaging (inside and out) rather than just the front cover. Your analyses could be done as a normal blog entry but you must have visual images of all the panes so the examiner can see what you are talking about. When analysing them you should consider all of the following things: What conventions of a CD Cover / Digipak does it include / leave out? Colour Wording How do these elements communicate the genre, or Font attract an audience? Choice of Images Design / Layout

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ANALYSIS OF DIGIPAK ADVERTS Digipaks (CD albums) are often advertised in music magazines prior to their release. An advert would normally be A4 in shape. You need to find at least two adverts for albums / singles in a similar genre to the video you are making and analyse them.

Your analyses could be done as a normal blog entry but you must have visual images of the adverts so the examiner can see what you are talking about. When analysing them you should consider all of the following things: What conventions of an album advert does it include / leave out? Colour Wording How do these elements communicate the genre, or Font attract an audience? Choice of Images Design / Layout

PROPS LIST As a GROUP write and upload a detailed list of costumes / props that you will need for all of the scenes you are filming for the video. Dont forget to think about all of the band members, all of the cast / extras, all the set decoration needed for all the locations, right down to fake microphones, instruments, jewellery etc..

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CREW LIST As a GROUP write a detailed crew list explaining who will be involved with your filming and what jobs / tasks they will be responsible for throughout the process of production and editing.

SHOOTING SCHEDULE As a GROUP, produce and upload a schedule of your filming which shows in detail what shots / you will be filming when. A shooting schedule cannot just say filming park scenes. It must be broken up into particular shots you know you want to get. It will normally include the day, time, shot description, location, people involved. You could organise this in a table and then upload it to your blog. It might involve something like this (although obviously yours will be much longer!):
DAY / TIME LOCATON SHOT DESCRIPTION PEOPLE NEEDED

Tuesday 4th October AM

Exterior - Park

Tuesday 4th October PM

Interior Teenage bedroom

Long shot of lead singer running through park Long shots of lead singer singing whilst sitting on park bench Close Ups of lead singer singing in park on bench Tracking shot over messy bedroom floor Medium Shot of teenage girl lying on bed Long shot of lead singer singing to teenage girl on bed

Lead singer, all crew

Lead Singer plus teenager girl

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LOCATIONS LIST As a GROUP make a detailed list of the locations you are going to use including the following for each one: Pictures / Video clips of the locations from different angles Information about why you want to use it as a location and for what scenes Information about access difficulties, restrictions, rules for using each location (eg lack of power points, lots of members of the public, dangerous hazards etc) Information about how you will overcome any of these problems or ensure against any danger / health & safety issues etc..

REPRESENTATION IN YOUR VIDEO For this entry you need to discuss how you plan on representing people / social groups within your music video. Obviously only discuss the social groups that are relevant to your video. Social groups might include: men, women, teens, children, adults, ethnic groups, different classes etc. For this it might be helpful to remind yourself about how you discussed representation in TV Dramas at AS Level. This entry could be a filmed discussion with your group or other multimedia option. Discus how you will use camera, mise-en-scene, editing and other elements to represent the following in your video: Conventional representations (stereotypes) Representations that challenge stereotypes Positive and negative representations How will these representations appeal to your audience or promote the artist?

MISE-EN-SCENE For this entry you should discuss how you are planning on using mise-en-scene in your music video. Remember that mise-en-scene includes costume, props, lighting, colour, location, make-up etc. You could discuss how these elements will: Attract, appeal to or entertain your audience Represent your band / artist Communicate the genre of your song Communicate a narrative or message Create a mood / atmosphere

It would wise to include pictures to illustrate your ideas.

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STORYBOARDS & LYRICS As a GROUP you should complete a full storyboard for your music video to illustrate exactly whats going to happen throughout the video. Your storyboards must be detailed and include shot descriptions, shot durations, lyrics where possible, editing transitions etc As the typical shot in a music video lasts only 1-3 seconds, you will need a LOT of shots. The storyboards should be hand drawn, and preferably coloured in, then scanned in and uploaded as images to your blog AND/OR as a storyboard animatic (with storyboard images placed over the song in a video outline. See the Gorillaz example).

FURTHER RESEARCH AND PLANNING BLOG IDEAS On top of all of these compulsory research and planning tasks, you could choose to include more tasks to further demonstrate your skills. Here are some ideas for other tasks you could include: Auditions Rehearsals Lip sync practises Release forms for actors / extras Health & Safety and Risk Assessment discussions / concerns / forms Moodboards Costume & Make up tests

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PRODUCTION AND EDITING OF YOUR MUSIC VIDEO

You should be aiming to start filming your music video as soon as possible in the September, even if it is just test shots. At the latest you should be starting to film by the 3rd week in September otherwise you will not get your video finished by Christmas. You will be marked on your ability to: Frame and shoot appropriate shots Use a variety of shot sizes and angles Use a variety of camera movement Select appropriate mise-en-scene like colours, costumes, locations, props etc Use a variety of film and photo editing transitions and effects, matching the pace of the cuts to the pace of the song as appropriate Choose appropriate and original images to accompany lyrics Contribute to all aspects of production and editing Hints and Tips Find interesting and unique locations (avoid using the school!) Use lots of close-up shots Cast someone as the lead singer who looks as though they could actually be the person singing! (eg right age, style etc) Cast someone who can really act or is really confident in front of the camera because they must behave like a star Find places with beautiful light, or get some lights to make a place beautiful Dont forget to dress your set. That means not just turning up and filming, but instead remembering to arrange furniture, or add props, change colours etc Experiment with editing effects but dont make it too cheesy! Make sure that there is a clear link between your video, the digipak, and the advert for the digipak. Give your band / artist some brand identity.

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PRODUCTION OF YOUR DIGIPAK A digipak is a card CD Case with folding parts. You will make one of these for your band INDIVIDUALLY. Your design can be laid out in several different ways depending on what you prefer. It should be created on Photoshop. Your final design needs a minimum of 4 squares. Some digipaks may have 6 squares.

Conventions to think about including: On the front pane, you might include the title of the band / artist, the name of the album, an image of the band or an image relating to the song, a mention of any bonus track or music video included in the digipak, a review or quote from a famous institution On the back pane, you might include a track listing, a bar code, institutional information such as a credit block or website etc On any of the inside panes you might include things such as the lyrics to the single, band information, images of the band / artist, a circular section where the disc would sit, etc

It must have a recognisable link to the music video so you might think about using screen grabs from the music video, images of the artist / band in the same costumes as in the video, similar colours, effects etc..

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PRODUCTION OF YOUR DIGIPAK ADVERT Many music companies product adverts for new albums which get placed in magazines prior to its release. It is normally A4 in size and is designed to promote the bands new album so it will sell more copies. You will make one of these INDIVIDUALLY using Photoshop.

Conventions to think about including: An image of the band or artist An image of the digipak cover Release Date Review of the album / single by a newspaper or magazine Where the album or single can be bought or downloaded Website address for the band / artist Name of artist / band Name of single / album My Space or Facebook address for band / artist

It must have a recognisable link to the music video and digipak so you might think about using screen grabs from the music video, images of the artist / band in the same costumes as in the video, similar colours, effects etc..

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FURTHER PRODUCTION BLOG IDEAS During the production and editing of your music video you should all write at least 10 further blog entries about the process and choices you make. These entries should include screen grabs of your editing windows or screen grabs showing choices youve made. Things you could discuss in these entries are: Problems during filming or editing and how you solved them How you got the shots you wanted Experiments you did with editing techniques or effects for any of your products What has been tricky / easy that week How your time management has been How you are working as a group What people have thought of your video so far, suggestions they make etc Draft design ideas for digipaks / adverts along with comments about how successful / unsuccessful they were

DIRECTORS COMMENTARY The next entry on your blog will be a version of your final music video that has an audio commentary track over the top where your GROUP comments on the reasons behind various creative choices made in the final video. In order to do this you should watch the video several times and with your group write a script. Divide this script up between you. Record you and your group reading out the comments, clearly and accurately, either into a Dictaphone and then upload these to Premiere, or directly into Premiere, and edit them over the top of the right clips of your video. Use the audio levels to ensure that the sound of the song is not too loud and that we can hear your comments properly. Export this clip and upload it to your blog.

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FINAL FOCUS GROUP As a GROUP, you need to carry out one final focus group to find out what your audience thought of your finished video. You will show the group of people your finished video, digipak and advert and then sit them down to discuss it on camera. You will have around 5 key questions prepared that are open questions allowing for descriptive answers and then film the group discussing what their opinions are about these questions. To do this you will need a camera and tripod, a quiet room, and 4-6 people willing to take part on camera (not people from your group). Good questions to ask are things such as: What did you like about our video? (repeat for digipak / advert) What did you think could be improved in our video? (repeat for digipak / advert) What were your favourite parts and why? What sort of image do you think we have given the artist / band? Would you buy this album as a result and why?

And so on You need to make sure the camera is as close as possible to the group to pick up their audio clearly. This focus group video then needs to be uploaded into Premiere (edited if you wish) and then exported and embedded into your blog. As INDIVIDUALS you then need to add a written comment in afterwards summing up: What you have learned from your focus group about your video What you might do differently next time

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EVALUATION
As INDIVIDUALS you will complete the 4 evaluation questions and a summing up of your answers as well at the end. ALL answers must include a variety of multimedia content, in particular screen shots of your video, clips of your video, images of your digipak and advert, photos from the filming, editing etc.. You will be marked on the following things: Your understanding of music video style and conventions Your understanding of how technologies have helped you with this unit Your understanding of how you have linked your music video with the digipak and advert Your understanding of the importance of audience feedback The structure and communication of your evaluation Your use of images, videos, and other embedded multimedia content in your evaluation

QUESTION 1 In what ways does your media product use, develop or challenge forms and conventions of real media products? For this question you need to discuss the following What did you learn about what the conventions were of real music videos? And what music video conventions you have included / not included and why What did you learn about real music genre conventions and what genre conventions have you included / not included and why What did you learn about real Digipak conventions and what digipak conventions have you included / not included and why What did you learn about real Advert conventions and what advert conventions have you included / not included and why How your use of conventions might attract or appeal to an audience Have you adapted any conventions on any of your three products and if so, why? Whilst answering this question you could include pictures / screen grabs of real products, along with pictures or screen grabs of your products to compare and contrast the similarities and differences. QUESTION 2 How effective is the combination of your main product and ancillary texts? For this question you need to discuss the following: How and why is having a house style or brand identity when creating multiple media products? How have you created a brand identity across your music video, digipak and advert? Similar images, colours, wording, style etc? How do you think your digipak design will sell the song / album to the audience? How do you think your advert will sell the digipak to the audience?

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What elements of your advert and digipak communicate the genre of the music video and the style of the band?

Whilst answering this question you must use screen grabs / images from your products to show the clear links, and analyse how they will appeal to an audience. You could even complete a radial analysis of the digipak and advert to show the appeal in more detail. QUESTION 3 What have you learned from your audience feedback? For this question you need to discuss the following: What positive comments your peers, teachers, focus group had about your video What negative comments were made by your peers, teachers, focus groups How those comments might change the way you work in the future as a group or an individual What the comments taught you about the process of producing and editing a music video Whilst answering this question you could use screen grabs and clips from your focus group, screen grabs of comments left on your blog by other students / teachers, quotes from your friends etc. If they comment on something specific they liked or disliked you should include an image or clip of this to demonstrate what they are talking about. QUESTION 4 How did you use media technologies in the construction and research, planning and evaluation stages? For this question you need to discuss the benefits, and difficulties of using the following technologies. How have they helped you as students to produce better work? Remember to focus on all 3 parts of the process from planning, to production and through to evaluation: Tumblr Prezi Wordle Scribd IPads / Mobile Phones PCs Digital Cameras Digital editing like Premiere Digital photo manipulation like Photoshop Digital Audio recorders for Directors commentaries Internet sites such as Google, Da Font Web 2.0 sites such as You Tube, Facebook, etc

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Whilst answering this question you need to include pictures of the technologies, images of you and your group using them, screen-grabs of the software in use, print screens of websites you have used etc

SUMMING UP Using Prezi or Scribd, produce a presentation that sums up your answers to all 4 questions, with images included. Finally include hyperlinks to all posts tagged: Research Planning Production Evaluation Final Product: Video Digipak Advertisement

This should be the final post on your blog.

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Task
RESEARCH AND PLANNING Analysis of similar media products- at least three music videos analysed in detail, with the YouTube video embedded in your blog Detailed description of target audience- this includes age, gender, occupation (social grouping) and interests in other media- what films, TV shows, other music do they like (media grouping), characterisation, with audience theory. Questionnaire for audience finding out what videos they like; why they watch music videos; why they like the ones which they have identified; what they think of your initial ideas. Analysis of questionnaire data. Filmed focus group of this discussion comment on what you found from this and how you will use this info Goodwins analysis of music videos and Laura Mulveys gaze theory - how is this is going to apply to your work Categories of music videos (three categories) with examples of each of these, and what genre they tend to fall into Intertextuality in Music videos what this is, examples, and what YOUR influences are and how you might use these influences in YOUR video. Research into the music industry- how are videos made? Who are the main companies which show videos? Where can you find music videos? What are the purpose of music videos (think about the business side of music videos)? A list of conventions for music videos, and a list of the generic conventions for the genre you are working in, linked to research texts Research into Digipaks analysing at least two Research into Adverts for album releases, analysing at least two List of equipment which you need List of props List of people involved Shooting schedule Locations List Representation of people/groups in your video how are you representing groups (link to your audience and representations which will appeal to them) Construction of the mis-en-scene in the music video Lyrics to the song (annotated with your ideas) Film Script Storyboard Storyboard animatic laid over the video track

(tick when completed)

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PRODUCTION PRODUCTION BLOG ENTRIES detailing the creative decisions you make on a day to day basis about filming, editing, photoshop etc.. Explain how production and editing is going etc.. Early cuts of video (in sections if necessary) with comments about progress Early drafts of Digipack with comments about progress Early drafts of album release advertisement with comments about progress Final Music Video embedded into blog Final Digipak Design Final design for Advert for album release EVALUATION Directors Commentary version of your music video Filmed focus group video discussing your final music video and getting feedback
Question 1: In what ways does your media product use, develop or challenge forms and conventions of real media products?

Question 2: How effective is the combination of your main product and ancillary texts? Question 3: What have you learned from your audience feedback? Question 4: How did you use new media technologies in the construction and research, planning and evaluation stages? Summary post with links to all aspects of your blog

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