MEDIA EVALUATION

In the construction of my music video for the track created by artist Dot Rotten
known as Determination I believe I have considered various factors and implemented
said factors into my music video quite well. During the construction of the music
video I took into account Andre Goodwins music video conventions one convention
ire ally took into account was the 4th wall break where it is like the artist is
performing and talking to the audience themselves. I did this by making sure the
artists body language and eye level was as if the artist was looking at an audience
member and talking directly to them. I done this in order to establish a connection and
relation between the audience and the artist and allow the audience to understand the
artist more and the message of music video itself.
Also in the construction of this music video I took into account the genre of music
which was grime and I aimed to set it apart from other grime music videos that
predominantly show money, crime and hood. Although I did not fully depart from this
what I created was a music video showing the progression of a young hood boy
involved in crime coming out of that style of life to making money through working
in music and gaining money the honest way with this I still keep elements of grime in
the music video without letting the music video become a stereotypical hood music
video. By doing this I have also challenged the conventions of the grime music genre
as my music video is not centred on crimes that have been committed, making money
through dishonest methods or how dark and bad the areas the artist lives in are.
As for my album advert I believe I followed all the basic layout conventions such as
release date, album name, Image of artist, artist name, record label logo, logo and
where it can be purchased from. By doing this I have met all of these basic
requirements and have made allowed the audience to get all the information they need
and interest them about the album and making them consider purchasing it at the
specified locations.
In regards to my digipak I have followed the many conventions such as,track list,
artist name, album name, extra information, record label, artwork, imageof artist, logo
and a barcode. By including all these basic conventions among other things into my
digipak I have effectively created a digipak that represents my artist and the overall
theme of yin and yang as well and the overall theme of leaving your past life and
persona behind you.
In my digipak and album advert I have represented my artists in two forms. The first
form is his hooded more darker form the side of my artist that commits crimes and
lives the lifestyle of a road man , and then his other side which is the light or
good side who wants to make money through music and leave his old lifestyle
behind him as well as achieve his dreams. In the dark side the clothing of the artists
predominantly dark and hood clothing i.e. hoodies and usually black clothes. Whereas
the good side is dressed in white clothing and suits to signify how he has grown and
left his old life behind him also the suit contrasts where he used to be in the past and
the state he has achieved now.
In regards to text I have styled the text in different ways depending on the words. For
the artists name have styled the text in a particular font that perfectly represent the
artist at the beginning which is a dark damaged font that really isnt appealing which

MEDIA EVALUATION

describes the artist at the begin of the music video where he is a criminal committing
crimes to support himself. In terms of the font used for the album title I used a white
colour and a more sophisticated font to symbolise the artists look after he succeeded
in the music scene and left his old life behind him for a purer lifestyle. The
representation is consistent in the form that both the yin and yang sides are
represented differently in the texts consistently in the album/digipak.
I have constructed the representation of my artists two forms through the use of
correct clothing, colour, positioning. Body language and various other mise en scene
order to ensure that the idea of the 2 sides of the artist is made apparent to the
audience. For both sides I made sure to construct camera shots which have the artist
looking directly into the camera to simulate the artist looking directly at the audience
in order to bid connection and feeling of relation between the two. I also made sure
each side of the artist had a specific colour as to distinguish the two forms, the dark
side was dressed in black hooded clothing whereas the light side was dressed in white
clothing and sophisticated suits. By doing this I have made it obvious that I was
attempting to contrast the artist past and present lives while using yin and yang
symbolism. In my music video I also used an establishing shot of rural London from
on top of a flat in order to give information to the audience about the artists current
location and situation as well as to give information about the artist before the song
begins. I have also represented the dark side of the artists in my music video where he
is seen putting on a bandana across his face insinuating to the audience that he is
about to commit a crime and also telling the audience that he was a criminal of sorts
as the next scene depicts the artist robbing someone. Furthermore I represented the
light side of the artist in the music video through white clothing and the narrative
where the artists abandons his black hoodie to reveal the white shirt showing his
progression from his dark ways to a new side and way of life. By doing these things I
believe I have gotten across the yin and yang concept of the music video quite well to
my audience.
From audience feedback I have learnt not to include repetitive shot types as well as
add variety to pacing of the editing and finding a good balance of narrative and
performance. As a result of this audience feedback which I have gotten form posting
my music video onto my blog, I have made change to my music video accordingly
and as a result of this have created a music video which has no repetitive shot types,
has editing varying in pacing, and has a solid balance of both narrative and
performance in order to create a well formed and thought out music video to the song
Determination by Dot Rotten.
In terms of various media and technology use I used them effectively and with
purpose in the construction of my music video, digipak and album advert as a whole. I
used the online blog creating tool known as blogger to create a blog where I could
post my work piece by piece as I progressed through the task. Blogger also gave me
opportunities to improve my work as others could look at my work and offer insight
and improvements to my work which I could then work on implementing into my
work to improve it. I also sued the video uploading and sharing site known as
YouTube in various ways throughout this task. I have used YouTube to upload drafts
of my music video to YouTube which could then be linked to my blog where others
could give me feedback on how to improve it as well as using YouTube to view other
music videos of similar genre to the song that had been chosen and view how music

MEDIA EVALUATION

videos of the same genre are constructed and gain ideas on what to implement into my
own music video. I also used YouTube to upload videos of behind the scene footage
of filming and preparations for our music video and I linked the videos to my blog as
to give evidence as sorts to how the music video was constructed onsite.
I have also used the software known as final cut pro in order to construct the actual
music video after filming all the scenes. The group and I used final cut pro quite
effectively in creating our music video making sure to make full use of the many
different features of final cut such as, transitions, lighting effects and speed
manipulation to name a few. By doing this we have created a music video that
represents the artist in the way we wanted him to be represented and also allows the
concept of the video to get across the audience.
Furthermore I used a HD video camera in order to film my music video in the highest
quality available my group took advantage of all the features the HD video camera
had to offer. These included the various add-ons and settings that alter light, viewing
space, visibility, light ratio and many other features. By doing this we made sure to
film our music video in the best quality available to us and one in which are audience
can enjoy. By doing all the things I have mentioned I believe my group ad myself
have constructed successfully a music video that meets all criterias of what music
video should be , we have kept to our concept but have also introduced new ideas and
have not been shy when taking feedback and implementing that into our music video.
Overall by doing this we have successfully created a music video, digipak and album
advert for the song by Dot Rotten Determination.