2. In what ways does your media product use, develop or
challenge forms and conventions of real media products?
We have chosen to create a music video for Party Rock Anthem by
LMFAO, which is within the pop/hip-hop genre. We have renamed the song ‘Party
Shuffle’ as the song lyrics are about partying and the lyrics, ‘Everyday I’m
shuffling’ are the most well known part of the song, and also our video focuses on
the dance aspect of the song. This is similar to other music videos within the
pop/hip-hop genre, such as Yeah 3X by Chris Brown, as this music video also
focuses mainly on the dance scenes.
Yeah 3x video
Party Shuffle video

3. Our video is narrative and performance based. We have used lots of dance
scenes, which is a typical convention of an upbeat pop video, and our video also
has a storyline. This is similar to other comedy themed videos within the pop
genre, for example, Last Friday Night by Katy Perry.
Brief storyboard from my Party Shuffle video
Brief storyboard from Last Friday Night by Katy Perry

4. The opening of the video suggest that:
-The video will be comical – one of the first shots used is a close up of Paul looking
extraordinarily happy.
- Performance based – he jumps straight out of bed and begins dancing.
- Narrative based – the camera follows Paul as he carries out his ‘morning routine’
whilst dancing.
The opening sequence from ‘Party Shuffle.’

5. Paul’s outfit for the video
However, we have also challenged the conventions
of a pop video:
- Set in a house/college – everyday setting.
- Costume is quite plain – Paul is an ordinary kind of
character.
- This would appeal to the audience as it is more
relatable.
- It makes the situation seem more bizarre and
comical.
Screenshots of the main settings from Party Shuffle

6. Close ups of Pauly-K, the main artist, are used frequently. This is so the
audience can see his facial expressions clearly, which adds to the comical
value of the video. Close-ups are a convention of pop/hip-hop music videos
and comedy videos as it is important that the audience can see the artist’s
facial expressions.
A close up shot from ‘Last
Friday Night’ by Katy Perry.
A close up shot from
‘Party Shuffle.’
A close up shot from ‘So
What’ by Pink.

7. I have used some video transitions within my music video in the form of cross
dissolves. Video transitions are a convention used frequently in pop/hip-hop
music videos.
Use of a cross dissolve within ‘Party Shuffle.’
Use of a cross dissolve within ‘All About Tonight’ by Pixie Lott.

8. How effective is the combination of your main product and
ancillary texts?
I think that my ancillary project suits the pop genre well as I have used lots of
bright, vibrant colours and have included photos of my artist as a main part of the
text, which is a main convention of a pop album cover/poster as they always
feature the artist as a main part of the piece.
I have used photos of Paul dancing on my album cover as this connotes the lyrics
of the song and also the storyline of the music video, therefore both my main
product and my ancillary products match each other.
My CD label My poster
My album cover

9. On my CD cover I have used pictures
of Paul dancing as this connotes the
theme of the music video and the
song lyrics. Paul looks happy in these
pictures which reflects the upbeat and
cheerful theme of the song.
The chunky fonts used connote the
pop genre and this song in particular
as they are very eye-catching and in-
your-face.
The bright colours connote the
bizarreness of the video and the song
lyrics.
I have used the same ‘Pauly-K’
logo, font style and colour scheme
for each of my ancillary projects.
This means that the design for my
ancillary projects are consistent
which result in them looking like a
more professional text.

10. What have you learned from your audience feedback?
I conducted this questionnaire and handed it out to twenty people who have
viewed my music video.

11. These are the results:
9/10 – 10%
8/10 – 30%
7/10 – 50%
6/10 – 10%
Yes – 80%
Somewhat – 20%

12. Yes – 90%
No – 10%
Yes – 80%
No – 10%
Parts of it – 10%

13. Do you think there is something
we could improve on?
Yes No
Yes – 50%
No – 50%
50% 50%
If yes, what do you think could
have been improved?
The camerawork Camerawork – 80%
The dance scenes Dance scenes – 10%
Could have used a wider range of shots Range of shots – 10%
10%
10%
80%

14. How did you use media technologies in the construction
and research, planning and evaluation stages?
Whilst creating my video we used an SD card video camera to capture the
footage and tripod. I had never used this equipment before so I learnt how to
capture footage on this type of camera, set up the tripod and to upload the
footage onto a computer.

15. While editing my music video I used Adobe Premiere, which I have never
used before. I learned how to import video/audio clips, cut the clips, use video
transitions, use audio transitions and how to export the finished video.

16. Importing a video clip

17. Using the ‘razor’ tool to cut a video clip

18. Video transitions using a cross dissolve

19. Audio transitions – using constant power to fade the music

20. Exporting a video clip

21. I used Youtube.com to upload my finished project.

22. After I uploaded my finished video to Youtube.com I noticed that there
were a few ‘broken frames.’ This occurs when an SD card camera is
used to capture video footage and it makes one frame of the video
flash red. In order to fix this I had to go back onto premiere, find the
broken frames within the project and use the razor tool to cut them out.

23. During the process of making my ancillary project
I have used Adobe Photoshop to change the
appearance of photos/text to create a
professional looking album cover and poster.

24. Cutting round part of a picture on Photoshop

25. Using a gradient effect on text on Photoshop

26. Using the ‘plastic wrap’ effect on text on Photoshop

27. I have also downloaded fonts from Dafont.com to include
varying styles of text on my ancillary project.

28. I used Slideshare.net to upload my research presentations onto my blog.