1. QUESTION 2
HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN
PRODUCT AND ANCILLARY TEXTS?

2. In the video our artists are costructed to represent the fun and lively
characters we are used to see in pop and contemporary music videos.
We chose to reflect this on our front cover and Ad, we hope use this
element as a selling point and this should fit in with the tone and mood
of the song. This translates on to the digipak in the sense of instead of
having a conceptual theme it will be more focused on iconography.

3. I chose to not focus on an obvious star image but to have a colourful and abstract
edge to the digipack and the blurred lights over the two actors was an idea that I
thought reflected the chilled vibe and urban theme of the video, also the colour
scheme reflected the chilled vibe the song has. The video seemed to have an “edge”
to so in the final drafts I chose to have our stars through shapes to make more
striking and interesting visuals opposed to a conventional portrait, explored in
drafts and ideas.

4. I used an neutral background and
abstract lights to reflect the
conventions of the genre. The lights are
vibrant and stand out, they reflect on
the club scene where you get colourful
lights in clubs yet the lights are still
connoting a chilled out track. Also the
use of headphones on the male artist
and not on the female can represent the
construction of love of music on the
male side while the “girl next door”
representation is more apparent in the
digipak and magazine ad. The sound
wave feature on the back of the digipak
was added as an aesthetic connected to
the genre of garage and the importance
of the “basseline”.

5. The idea is to use an urban setting to connect with the audience and
urban themes to solidify this in the ancillary texts. Keeping a low budget
feel, this connects with audience as our target audience is used to
consuming music from youtube and the video has the feel that it is made
be one of the target audience themselves.

6. Without feeling glamorous, the stars of the music video connect with the
audience by looking at the camera, smiling and having a relaxed body
language as if they are with the audience performing especially for them.
We chose a low budget studio setting for our performance shots to show
the passion for music and show the creation of the music and pringing
the music video to a more personal level. With the “narrative” the
“London at night” theme connects with most of the target audience as it
is recognisable and the aftermath of a party scene along with fireworks
creates a celebratory feel, the fun fair then the stumbling home creates a
live atmosphere winds down and the drunken night continues at home,
relatable to most teens who have experienced this.

7. All of these features are important to conforming to the genre/subgenre
because it solidifies its place with all the other music videos and ancillary
texts but standing out at the same time. It conforms to the conventions but at
the same time brings a few more features to the table such as having pop and
indie artists singing on a garage instrumental and not be generic.

8. QUESTION 3
WHAT HAVE YOU LEARNT FROM YOUR
AUDIENCE FEEDBACK?

9. From the audience feedback during the editing process , I got the most active
responses. From everyone who looked at the video whilst I was editing I got
positive feedback and mainly classmates and passers by and friends telling me
how they liked it and they were mainly impressed by the lip syncing and the
rapid cuts.

10. From constant audience feedback throughout the editing stages as well as
the pre production stage, it has help us ground our ideas and stick to
themes and ideas that would appeal and attract our target audience.
Reoccurring themes such as couples, parties, love and the “night out”
along with the “morning after” all reflects on our target audience socially
and just by having the themes present makes the video more entertaining.
The feedback from the music video was mainly positive and the feedback
told us the fast cuts and contrasting visuals were engaging and
compliment the visuals and was a interesting break from the performance
shots. On the other hand the performance shots did drag on a bit.

11. From the comments made of the video (added to the video in the form of
annotations) I realize what I have done right and what I could improve.
First of all I would definitely put more planning into my future videos, rely less on the
editing and more on the pre production.
Lighting is key, when well lit the shots looked clearer and crisp and the indoor shots
looked amateur and horrible.
Performance shots and lip syncing really sells the authenticity and engages
audience.
The rapid cuts and the lights looked great according to feedback and this should
have reoccurred during the video.

12. If I could do it over again I would chose better locations more recognisable
locations like central london and include sights in there more for the
iconography such as red busses, Trafalgar square, London eye and so
forth.
This would give me as editor more footage to work with and more footage
to include in the montages.
I would have included more performance shots of the male singer and lit
the room using 3 point lighting rather than natural lighting.
I was happy with the audience feedback and positive comments but the
negative constructive criticism was needed and made me look at the video
through another perspective.