The document provides feedback on a student's media project involving a music video for the song "Move It 2 the Drum" by DJ Chuckie. The summary is: The audience enjoyed the creative and humorous narrative storyline of the music video. They felt the focus on visuals and the main character's journey through his dream sequences was effective. However, some felt more reality shots were needed for clarity. The ancillary materials like the digipak and advert were seen as professionally done while maintaining the nightclub theme throughout. Overall, the project was successful in entertaining the audience though some changes to the advert design were suggested.

1. Evaluation
1. In what ways does your media product use, develop or challenge forms and
conventions of real media products?
The chosen song for our music video is „Move It 2 the Drum‟ by DJ Chuckie featuring
Hardwell (Hatrias Remix). We have studied a majority of music videos that focus on the
codes and conventions relating to this song. Therefore researching on artists like Benny
Benassi, David Guetta, Lady Gaga and many more, gave us more of an in depth idea on how
to play around with the music video.
The genre for the music video is Techno and Dance, therefore following the lyrics within the
song, we decided to portray a narrative storyline and an abstract image by making it comical.
We did this by the main character „Jignesh‟, who works in the club as a janitor, and dreams of
being a DJ therefore enters a dream trance ending up with different girls, who gradually
becomes worse from a „Sexy chick‟, „Buck Tooth girl‟ and „Transvestite‟.
One of our influences was Benny Benassi-
Satisfaction. The music video uses a closed
narrative structure where the viewers understand
what is happening throughout the video. We used
this as the viewers follow along his experience
within his dream. However unlike the song
'Satisfaction‟, we chose to have a linear structure in
portrayal to his dream. We portrayed the difference
of his reality and the dream by having the reality shots in black and white symbolising his
dull and boring lifestyle. However when entering his dream we chose to have it colourful and
used a majority of close up and mid shots of the lights and Jignesh playing on the decks. By
showing it in colour, it emphasised that this is what he craved by working as a DJ and having
many girls dance with him, evoking the male attention. This is similar to the music video of
Satisfaction due to a majority of colour used and close up shots displaying the women who
are promoting the DIY tools, emphasising the voyeuristic response of the „male gaze‟.
Dance and Techno music videos are normally shown to be having the man walk off with the
hottest girl, however in our video we went against this convention. We made it more comical
by starting with the hottest girl becoming worse to another sexy girl who ends up to be shown
as a buck tooth woman; this is then followed by a transvestite. As the music gradually got
faster, we kept cutting to different shots
building the fast pace connoting how it was
getting worse and is dream was not going as he
wanted it to.
We focused on the mise-én-scene as it was a
vital element for the music video to portray the
difference between the dream and the reality.
The chosen costume for Jignesh in reality was

2. shown to him being in jeans and a grey hooded jumper with a mop to convey that he hasn‟t
got a good appealing job. However when showing him in the dream sequence, he is shown to
have jeans and a smart black jumper. We chose his hair being flat and messy without being
styled at all, until he gets into the dream sequence where it‟s shown to be spiked up. This
shows that he has gone from a dull atmosphere where his appearance is portrayed to be
unappealing towards girls, which is changed in the dream
as he is shown to have a big make over making him seem
attractive and smart towards the women.
Having 3 other main characters within our music video, we
started off with the sexy chick. We chose her to wear a tight
grey tube skirt with a low cut black vest revealing cleavage
and black high heels. We decided to use this type of
costume to portray her as an appealing woman as she would
be the girl of his „dreams‟. Moving on the next character being the geeky buck tooth woman,
we had her wearing jeans, top with braces along with
glasses and buck teeth. The buck teeth would be slowly
revealed as she smiles which then shocks Jignesh moving
on to the next character. Transitioning into the next
character as we pan up showing the transvestite‟s curvy
body, in which is then cut to the face showing him as a
woman; eventually shown to be a man. We did this by him
wearing skinny black jeans with boots and a black top
along with a long curly brunette wig. We got him to also wear a gold ring by using bold
accessories we wanted to portray the character to be unusual and unique.
We wanted to concentrate on one particular location; therefore we chose a place with a
majority of lights and a floor where dancers can be. We started with one location being at the
Grims Dyke Hotel, using the lounge room; however it wasn‟t successful due to the lack of
abstract shots taken and actors not turning up. We then chose a different location which was
at The Masters Bar, and filmed the whole sequence there thinking it to be our final location.
However, in some shots the location was suitable to be used in some occasions but it didn‟t
successfully establish the location of a nightclub leading for another shooting. Finally,
through a lot of thorough research we found a suitable club location which was in Essex
called The Mansion.
The advantage of this location was that we had great use
of the different lights such as strobe lights to create the
clubbing atmosphere, and got to use the pioneer decks
which are used during the sequence. The setting and
props made it clear that the music video is based on a
dance club. We made sure that we used a variety of
different angles and shots to establish that the setting
was in a club, such as a long shot of Jignesh mopping on
the dance floor, and close up shots of the disco balls and
lights flashing portraying the clubs atmosphere.

3. 2. How effective is the combination of your main product and ancillary texts?
I feel that our music video links well with our ancillary texts as
we have kept the same theme throughout which is shown in the
music video. The use of vibrant neon lights connotes the theme of
a club. From choosing a techno mix genre, we knew that our
music video would involve a lot of bright lights and enticing
images which link to the music. However, we chose to take a
different approach to the song and make it into a more humorous
story. We were influenced by many other digipack covers such as
Tinie Tempah. The use of violet and white are spotlighted on him with the world in his
hands. This would connote that the theme of his album is about discovering himself in the
world.
My research findings have shown that the main focus is on the lights and the main artist
involved within the songs. Keeping this in mind we combined our influences together in
making the front cover of the digipack.

4. From the research obtained, I found that the focus on the digipack is
mainly on the artist. For example, Lady Gaga, Katy Perry, and Drake are
on the main focus on their Digipack front cover. Therefore in our front
cover, we had shown Jignesh to be the main focus emphasising him to be
the main character that is surrounded by the sub main characters who
are made up in his mind. They had kept the image linked to the music
video, which is similar to what we have done as having the characters
around him, portrays what the story line of the song is about.
We decided to use this
type of font to make it
seem more unique and
original. The words are
shown to be breaking
down making it look
shattered which links to
the music video as we see
the dream becoming
worse and is shattered.
We chose to lay the font
out like a drum linking it
with the title and keeping
the theme in mind.
Keeping with the
theme of a nightclub,
we decided to use
vibrant colours that
connote this theme
such as white, purple,
green, orange etc. This
reflects the use of
artificial lighting used
in the music video
establishing it to be
more like a club.
By keeping the same elements throughout the digipak such as the background, the font,
and colours, relates to the characteristics of our music video in relation to the setting and
location of a nightclub. Having the main character used in main focus connotes that he is
the artist, which is able to link with our ancillary texts and music video.

5. By the main focus still being on the main character, we decided to add the three characters involved in the
music video which still links to the music video. However, still keeping a lively background compliments the
busy and live atmosphere created within the music video keeping the main focus on the main character.
Therefore having decided on creating the front cover like this enables the audience to absorb and remember
the main elements within the music video and digipaks itself. This keeps the theme of the dream continuous
aspiring to become a successful DJ.
From the research concluded, we
found that in many inside slips
include lyrics to the video and
information about the song. Taking
a similar approach, we chose to add
the lyrics of the song shown on the
left side, and using thought tracking
images of the cast in the music
video. By doing this, it still carries
the humour in which is created in
our music video. This would be
appealing to our audience, as they
would understand the humour in
this situation after watching the
music video.
Using mise-en-scene elements such as the
bucket and the mop portrays the continuous
theme of dreaming and the reality. Having the
picture of him moping conveys nothing has
changed and he is still portrayed to being sad
from the current job he has when he actually
aspires to be a DJ as shown on the front cover
of the digipak.
Incorporating the main song and track list along
with the artists name in the advert creates a
brand identity. This allows the ancillary product
and music video to create an identity allowing
the audience to become familiarised with it.
We decided to go for a simple approach when
designing the digipaks as we didn’t want to
With
over crowd the design and to keep the whole
focus on the main artist and the themes
throughout. This was inspired by Nicki Minaj
and Mika as they were unique and colourful in
a simplistic way; yet appealing to the audience.
Therefore our design for digipaks makes it eye
catching and draws your attentions in making
you want to watch the music video.

6. In the advertisement, we have included links that our audience are more likely
to be fond with, such as YouTube, Twitter and Facebook. With these links on
the advert shows where the music video can be viewed also promoting it
through these links.
We created a brand We have
identity from the followed the
advertisement as forms and
well as the digipaks conventions for
making it more the digipak into
recognisable for the our advert by
targeted audience. using the same
image, which is
We included the also used in the
name of the song, back cover. The
the artist’s name in mise-en-scene
which the audience elements of him
can look out for with a mop and
becoming bucket are also
familiarised with the continued on the
artist. We have kept advert keeping
the advert linked the continuous
with the digipak theme of him
covers and video dreaming and the
keeping the theme harsh reality.
of dreams. We
decided to keep the
advert simple as we
wanted to convey
information for the
audience on where Overall, our
they can purchase advertisement
the video and when keeps the
it will be out by characteristics
adding the release making a link with
date. the ancillary texts
and making it more
recognisable for
the audience.

7. Following the forms and conventions for the digipack and keeping the same theme
throughout the music video combines together to create a brand identity. Overall, the
advertisement for our music video both complement each other as the elements within the
product are linked together very well making it more recognisable.
We used Photoshop in order to produce the advertisements in which we used to a great extent
being creative and imaginative with designing our product. I found the colour alteration tool
most eligible for me to use when experimenting with different contrasts and saturation for the
main photos adjusting the exposure.
However some photos didn‟t have the need to be Photoshopped as their contrast and
brightness were perfectly fine. Overall, I think our digipak and advertisement are successful
when promoting the music video as it gives an insight to the characters and the lyrics.
Keeping the same theme throughout we ensured it is also creating a branding image, which is
then easily memorable for the audience by the image and identity. Majority of screenshots
from the music video are used creating a link between the music video and the ancillary work
giving an efficient combination.
3. What have you learned from your audience feedback?
Our initial target audience would be males and females aged 14 to 30 years of age. This was
decided because the dance and techno music is a genre that is mainly played in nightclubs for
youngsters. Therefore this age group are more likely to have some knowledge on the artists
and the music genre itself. We felt that targeting at a certain gender and ethnicity was not
relevant due to the song being suitable for anyone in that age group.
From the audience feedback I found that many of our audience enjoyed the music video and
were intrigued by the concept driven from it. We took a different approach to the music video
by portraying it to be more of a humorous music video in which our audience referred to it as
being ‘creative and imaginative’. We found that our audience like aspects such as a narrative
creative and unique storyline. Therefore, in conducting this within our music video, having
the storyline being humorous, it would focus on the narrative being more visual on what‟s
happening telling the story itself with the audience left to have their own views on the video.
This was due to a majority of our audience who listen to Dance, Techno, and Dubstep which
tend to have a music video with a narrative structure and more focus on the story line which
the lyrics are able to connote.
Due to our target audience being appealed to a different and unique storyline, we decided to
mainly focus on the visual element within our music video which clearly portrays the theme
of the main character „Jignesh‟ who is dreaming about being a DJ. This song can be
interpreted as being a sexual song about lots of hot girls; however we took a different
approach and added humour into it. We decided to have the main character dancing with 3
different characters, „sexy chick‟, „buck tooth girl‟ and a „transvestite‟, showing each
scenario becoming worse leading to it being humorous. Although our audience wanted the
focus to be on the narrative and storyline, we also focus on the main character, whom is
shown to fall in the same age category. By intercutting to close up shots and long shots of

8. him in reality whilst dreaming, allows the audience to follow him throughout the journey.
They audience could react sympathetic due to his harsh reality, as we stereotyped the way a
man with a job like this cannot get a girl. This allows the audience to mock him and laugh at
how the different scenarios are becoming worse and he is left with no one.
Our script development allowed us to incorporate the different types of shots we would use to
portray and emphasise the fact that he is dreaming and to keep the pace and theme of a
nightclub constantly shown throughout the music video. From our audience feedback they
found the music video and ancillary products to both look professional to an extent. However,
they all seemed to understand the concept of the music video and understood the storyline
which was successful and they were able to find it humorous as one referred to it being
‘Hilarious and unexpected is all I can say!’. This is great evidence that the music video had
appealed to them being very beneficial for us. However some had stated that we could have
included more shots of Jignesh in reality to make it more clearer that he is still dreaming and
to portray his reaction within.
From our final print work, the audience were fond of having the theme of dreams and
nightclub running through all of them, by keeping the same background, font type and similar
pictures. They understood very well on how it portrays that everything was a dream and
found that it linked very well back to the music video due to the vibrancy of the colours used,
and the cast which are also used. However, one had stated that the magazine advert could
have been a bit different to the digipack designs, such as the background and the main picture
to make it bolder however it created a memorable image for the public to have. The majority
of the audience really liked the use of colours used in the digipack and advert to represent the
atmosphere of a nightclub.
The audience feedback had shown that a majority of them wouldn‟t purchase the music video
as they would access it using YouTube which is what a majority of the public do these days
instead of buying it. Therefore, we would be suited for an independent label due to not having
all the technical elements in featuring it as a major record label. However, many of our
audience said that they would purchase the music video.
I found that from the audience feedback, the minority of our audience were not keen on the
genre of the music, however still enjoyed the music video and were likely to watch it again as
they found it interesting and it didn‟t get boring. In conclusion, I think that we met the OCR
brief of the forms and conventions for our music video and print work in which it appeals to
our target audience due to having a more creative interpretation on the storyline for the music
video making it more interesting for the viewers.
4. How did you use new media technologies in the research, planning, construction and
evaluation stages?
When it came to the research and planning stage I used a majority of everyday search engines
such as „Google‟ (www.google.com) to carry out any secondary research. I had to make sure
the site is reliable before using it on the sub genre of techno/dance, such as „Wikipedia‟
(http://www.wikipedia.org/) as anyone can create this page with unreliable and inaccurate
information about the artist. This was overcome by using a more reliable source of
information from the chosen artist DJ Chuckie‟s official website (www.djchuckie.com). I

9. also used Google Images in order to convey research on different designs of digipaks to
influence my ideas in creating my print research and final print work. When conducting out
specific research on music videos, I used „YouTube‟ (www.youtube.com) to analyse specific
music videos in which related to our genre such as my Similar Textual Analysis. I analysed
Benni Benassi- Satisfaction, when watching this, it gave many ideas on what to do in the final
chosen idea for our music video. The use of
„YouTube‟ also enables us to watch other music
videos related to our genre influencing our ideas.
Social networking websites also assisted in carrying
out research on the expectations on the artist‟s music
video from the public. I used „Twitter‟
(www.twitter.com) to gain an outlook on the public‟s expectations of dance and techno music
videos. Another website I used was „Facebook‟ (www.facebook.com) in which we were able
to directly communicate with DJ Chuckie‟s fans and a pint of view on what they expect of a
music video when they listen to „Move it 2 the drum‟.
Technology played a big part in decision making and helping us decide on what criteria‟s are
needed for the target audience. I used „Hotmail‟ (www.hotmail.com) which helped us
maintain our group work efficiently meeting our deadlines and ensuring that we are organised
and helping our communication and team working skills.
The camera we used was Canon XM2 digital lenses. We used
the camera successfully as we had used if before in AS. We also
had a chance to use a digital HD camera in our 1st shooting. In
the second shoot we were able to use dolly suitcases in which
were used when doing tracking shots making it more fluid and
stable. When constructing our music video, we faced many difficulties and problems. When
we were in the edit suite, we combined the shots together and found many faults in the
continuity.
During our second shooting, we faced many difficulties in filming as the audio from the
video has disappeared which was then unusable and wasn‟t any way of getting it back
therefore lead us to doing a third shoot. From this we learnt to make sure that we keep
checking the shots continuously so it doesn‟t happen again. We also faced another problem
were none of the actors had turned up, making it difficult to find trustworthy and reliable
actors to turn up. We overcame this problem by using having one main character and ended
up acting in the music video ourselves. Location and time was
another difficult problem as we had to use a suitable setting
which links with the genre of our music video and that the
actors would have school therefore couldn‟t shoot on the
weekdays. Therefore to overcome this situation, we had done a
majority of filming on the weekends.
For the final shoot, we decided to use the Canon XM2, this
enabled us to go manually change the exposure and focus. We
found that from our shoots before at the „Grims Dyke Hotel‟
and „The Master‟s Bar‟ they did not have the efficient and

10. appropriate lighting to establish our setting of a club very well. We then decided to go to a
different location for our final shoot which was very beneficial for us as we went to South-
end-on-Sea, Essex, at a nightclub „The Mansion‟. The new location had all the efficient
equipment that we needed in order to establish that the setting was a nightclub due to the
artificial lighting such as strobe lights.
When editing, we used Apple‟s Final Cut
Pro software which allowed us to add
different transitions and effects to enhance
the sequence. We emphasised the theme of
him dreaming by using a ripple transition
effect into a colourful setting connoting that
it isn‟t real life. We decided to have the
reality shots in black and white conveying
that his reality is dull. To show his reality,
we included a small introduction clip of him mopping allowing it to set the scene and show
the audience the different between his reality and dream.
We enhanced the audio on Final Cut Pro, but had to
be aware that the sounds in the background weren‟t
overpowering his voice. In future use, we would have
to take into account to use a microphone such as a
boom microphone to enhance the actor‟s voice. We
used cross dissolve transitions to make the sequence
flow clearly and fluidly from the long shots cutting to
the mid shots. This was also used when transitioning
from the opening titles “By DJ Chuckie... featuring Hardwell”, creating a smooth transition
when fading into to the next shot.
From this I also used Photoshop to create the final print work for our digipaks and
advertisements. I had designed the front cover of the digipak in which I developed many
skills in using Adobe Photoshop in which I have never used before. I learnt many tools in
which I included within my cover. I learnt how to change the exposure, contrast and
saturation along with making it look as it they are in the dream sequence by fading the edges
of the pictures. I used this when editing the main focus of the picture which is „Jignesh‟; I
enlarged the photo changing the contrast making it seem as if he is in a nightclub atmosphere.
From the foundation portfolio AS, I learnt many skills on
using „Blogger‟ (www.blogger.com) which was a great
beneficial element when it came to this year. I already had the
basic skills in uploading files from slide share, and on the
blog itself. In this I learnt how to change the background and
customise it to the genre of our music video by having a DJ on decks making it look more
professional. I also learnt how to upload videos from YouTube and adding pictures, as well
as changing the layout and sizes allowing the viewers to easily reach the audio interviews and
music videos. This enhanced the atmosphere of our blog linking with the genre making it
more appealing for the viewers wanting to read it.

11. Overall, this was a very busy yet fun experience in learning that working in the music
industry is not very easy and a lot of dedication is needed. However from reshooting and
editing three times constructed and developed out skills making us more aware in what to do
the next time round.