1. Evaluation
BY PATRICK METRY

2. 1. In what ways does your media product use, develop
or challenge forms and conventions of real media
products?
- Andrew Goodwin has identified a number of key features which
distinguish the music video as a form:
- There is a relationship between the lyrics and the visuals, with the
visuals illustrating, amplifying or contradicting the lyrics.
- There is a relationship between the music and the visuals, with the
visuals illustrating, amplifying or contradicting the music.
- He says that music videos are often constructed by the link between the
visuals and the song plus the artist.
- Relationships are built between these in the video, and the close-ups of
the artists gives them the representation and publicity they require.
- Voyeurism is used to increase the video’s attractiveness, particularly to
males, whilst intertextuality is often employed in humorous videos.
- Intertextual references, either to other music videos or to films and TV
texts, these provide further gratification and pleasure for the
viewers/fans.

3. 1. The Relation To Andrew Goodwins
Theory
 In order for my music video to fit in with the dubstep
genre, I know from researching other dubstep music
videos from the past few years, that my video needed
a creative structure, lots of bright colours and a
strong narrative to it. As dubstep is a recent genre
and formed not long ago I wanted my music video to
represent this and have done so by making every shot
weird and wonderful and using quick edits to keep
the energy and pace alive. I have narrative which is
typical of music videos in the last ten years.

4. 1. Analysis of a Conventional Dubstep
Music video
I have gathered some screen shots
from a typically conventional dubstep
music video; a song called ‘Sunlight’ by
‘Modestep’.
As you can see in the second, third
and fourth shot the music video
includes drinking and drugs which is
not surprising for most dubstep videos.
Also another very conventional is summer scenes such as beaches, sun and
blue skies as you can see in the first and fifth shot. Its not typical to see
performance shots in dubstep music videos however it depends on the
artist, ‘Modestep’ for example tends to have a lot of performance shots in his
videos as shown in shot six and seven. Finally in the eighth and ninth shot these
are clubbing/partying scenes in the music video which are extremely popular and
very conventional in dubstep videos, as dubstep is very lively and up beat.

5. 2. How effective is the combination of your
main product and ancillary texts?
The concept of the music
video was based around two
sides ‘Good’ and ‘Evil’
therefore we projected these
two sides in different ways
throughout the music videos
for example; black and
white, dirty clean and so on.
As you can see our print products also have a relationship
to the music video as they both portray the theme we are
trying to create.
In seeing these print products it can attract our particular
audience and get them thinking such as why is she
wearing a mask and holding a microphone etc, allowing the
print products to be mysterious, leading to the audience
buying the album to see what its about.

6. 2. Conventions Of Dubstep
 The song we chose for a our music video was ‘Cracks’ by ‘Flux pavilion’ this is a
Dubstep song an has not got a music videos which gave us a great opportunity
to create one. Usually in Dubstep the audience tend to have certain expectations
of what they would see in a music video such as Excess lighting (usually a club
scene with flashing lights, perhaps a disco ball) Summer scenes, e.g. blue
skies, bright sun, beaches and sea, alcohol/drugs, sex, violence, story
lines, partying, animation etc. however for our music video we went for a
different approach and in a way breaking the typical conventions of Dubstep.
 We done this by using costumes, lighting, props etc creating a different image
and to portray the concept we are going for which is two sides ‘Good’ and ‘Evil’.

7. 2. Digipak Analysis
This is our final print product, a six
sided Digipak. Looking at this
digipak, you can tell its following
the conventions of our music
video as with the other products.
You can see this from the colour
ware as the only colours used
were black, white and grey giving
the good and evil/ two sided
approach were going for
The images used in the middle of the digipak were free images we managed to
get hold of which worked extremely well with our theme. Looking at the first
image on top you can see a fallen angel, which again is following the good and
evil theme. Seeing the image on the bottom also shows powerful imagery as the
angel is in black with one white wing and one black wing creating a powerful
effect not to mention following the theme.

8. 2. Analysis Of Product Example
Here are two very
different print products
by two very different
artsits. You can tell
already the genre of
music they are from the
way they portray these
producs.
For example the poster on the left is by a UK artist named ‘Diszzee Rascal’,
however not knowing this you immediately come to conclusions as we see bright
coulours, items which give an image of hip hop such as ‘fitted cap’ and ‘Boom box’
not to mention the style of writing, written in a graffiti font etc.
On the other hand looking at the product on the write you immediately see the artist
projected in a different way e.g. the white glove which we recognize as ‘Michael
Jackson’ even though we don’t see his face we realise this as its very iconic to his
image.

9. 2. What is Dubstep?

10. 3. What have you learnt from your audience
feedback?
 During the process of creating our products, it was
crucial for us to have regular feed back sessions. This
was essential as it helped us realise what we could
improve on or add to our products. In doing
feedback sessions it gave us a good idea of what our
audience expect to see therefore would give us a
structure of what we should work around in order for
our products to be successful with our target
audience.
 We done this by one to one interviews with selected
people from our target audience of 15- 23.

11. 3. Defining Media Audiences
 Targeting of media products
 Mode of address
 Distribution and circulation
 People using media
 People attributing meaning to media
 Media pleasures

12. 4. How did you use media technologies in the
construction and research, planning and evaluation
stages?
In order for us to construct and complete our music video we
needed to use a program which allowed us to project our creativity
onto the computer screen, for this reason we used Final Cut Pro.
During the making of our
music video we used various
editing techniques such as
fast cut and montage. This
establishes the mood of our
music video this is important
as it gave an effect when the
bass dropped keeping the
audience entertained and
drawn in through out the
music video.

13. 4. Fianl Cut
 Final Cut Pro is a non-linear video editing
software developed by Macromedia Inc.
 The software allows users to log and transfer video onto a hard
drive (internal or external), where it can be
edited, processed, and output to a wide variety of formats.
 up to 99 audio tracks; multi-camera editing for combining
video from multiple camera sources; as well as
standard ripple, roll, slip, slide, scrub, razor blade and time
remapping edit functions. It comes with a range of video
transitions and a range of video and audio filters such
as keying tools, mattes and vocal de-poppers and de-essers. It
also has a manual 3-way colour correctionfilter, video scopes
and a selection of generators, such as slugs, test
cards and noise.
 http://en.wikipedia.org/wiki/Final_Cut_Pro#Features