- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.

- A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.

- Genre-related style and iconography present.

- Multiple close-ups of the main artist or vocalist.

- Voyeurism often plays a major part, especially in relation to females.

- Inter-textual references to other media texts may be present.

-A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.

“I look around, but I can’t find you, if only I could see your face”

Though out my video, there are a few

example of times where the lyrics link to

the visuals. This is most apparent in the

“raise it up” extreme close ups, and the

miming of the lyrics.

However other examples (shown right)

include “I look around but I can’t find

you, if only I could see your face” here

my actress is seen look around for an

unknown person.

This aspect makes my video quite

conventional as similar to professional

videos, there are numerous aspects

where it amplifies the lyrics. However in

my video I chose not to use any scenes

that contradict the lyrics. If I was to do

the video again, I could add elements

to my video that contradict.

-A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.

At the beginning of the video the music is

quite fast paced, to mirror this idea, I used

quick cuts between the stop motion

images, this added to the up tempo music.

Making the video seem fairly conventional.

However as the video continues, the music

becomes much slower paced, and because of this I chose to use longer

shots, this also meant that in certain parts of the video, the story was better

conveyed as the shots weren't continually changing to new locations.

The music is also conveyed through the

visuals in a literal sense, when there on no

lyrics and only instruments, this is most

apparent at the beginning of the video

where a piano is playing, and so here I had

a small close up clip of some one playing the

piano.

-Genre-related style and iconography present. I chose to use an indie/pop song for my music video. Through my research, I

found conventions of pop video to be things such as; happy up beat story,

dancing singing from the artist/band and bright colours. I took this into

consideration when making my video, however the artist who sung my song

(Florence and the Machine) is quite unconventional, and didn't overly follow

social and music norms, below are some stills or her video to ‘Raise it up’

compared to mine.

In terms of convention my video follows of the genre, my video is quite light and

uses fairly bright colours. The artist is generally seen to be happy and smiling .

However conventions I chose not to follow were a strong storyline throughout the

video, this was because when I asked my target market for advice they said

they didn't think the story was overly important, and that they’d rather see the

artist singing the song. Also many of my market hadn’t taken notice of previous

stories in videos and a few said they didn’t even know they portrayed stories!

-Multiple close-ups of the main artist or vocalist

Unlike the original video, there were very few close ups of the artists face,

making aspects of my video quite unconventional as record labels usually

demand this. However there are numerous close up of my artist but these

are all similar angles and in similar locations. I did this so that more of the

artist could be seen in different shots and scene. There are quite a few

extreme close up of my artists lips this suggests that I’m confident people

will know who my artist is without seeing many close up shots.

-Voyeurism often plays a major part, especially in relation to females. Voyeurism: “the practice of obtaining sexual gratification by looking at sexual

objects or acts, especially secretively.

I chose not to use voyeurism in my music video for a number of reasons. One

being the fact my artist would not have been comfortable trying to portray a

sexual look and also the lyrics and the song its self wouldn't have suited a more

sexual appeal as it does in some music videos. The original video was set in

‘fantasy 50’s’ and so this wouldn't be appropriate anyway.

-Inter-textual references to other media texts may be present. One convention my product strongly uses is that the video links to all the other

products. I did this so that there was a continuous style to my products and that

they can easily be recognised by the public, creating an image for my artist. My

product link together as the image used on the CD cover and poster were all set

in the scene that the main of the video was. This is very conventional and

common of pop artists as it creates a brand and image for them.

My poster follows many conventions of a typical

pop poster. It has a medium close of the artist,

this is typical of a music poster as the artist needs

to be easily recognised from a distance.

The artist also has eye contact with the camera,

this is also quite conventional as it makes a

direct, strong contact with the audience.

Also when researching what went on a poster, I

found many existing products to only have the

artists name. I chose to add a little more to the

poster as if it would be seen in shops/bus stop

etc rather than a home wall.

Similar to the poster, the CD cover uses an image

where there is strong eye contact, this again straight

away creates a connection with the audience.

Unlike the poster the image is a close up, this still sticks

with conventions as the artist can easily be

recognised, also it dominates the cover.

As already mentioned in

relation to Andrew Goodwin

theory, there are strong links

between my video and my

ancillary products.

This is in the sense that the

images were taken in the

same location as the video

was shot. Also the artist is in the same clothes and hair style,

meaning that it has a continuous house style.

If I was to do the products again I would maybe use more

angles and poses from the artist as

although the images are similar the

expressions and positions look much the

same.

When creating my products, target audience feedback was essential in order to

consistently improve my products to a professional standard. Ultimately, it would

be my audience that would buy the product and so they have a strong idea of

what they would like to see on the cover and poster especially. The main

changes I made from my target feedback were, initially the font change. The

audience felt that the font they initially chose as their favourite didn’t fit in with

the overall product and so chose to change it to the second favourite font from

the original vote. This was quite a major change, as changing the font involves

changing it on all products, so it has a continuous house style.

Following the evaluation I will post my audiences final feedback.

For the majority of my research into music videos I used ‘Youtube’ as this had

the widest range and had everything I needed in term of videos. However

when researching at school I needed to use ‘Yahoo music’ as ‘Youtube’ was

filtered. Yahoo gave a good selection on videos, but didn't always have what

I was looking for available. Once I found the videos I inserted them onto my

blog using ‘Blogger’.

In terms of album covers/posters ‘Google images’ is the obvious choice, it

generally had no limitations, and had everything needed. I also used google

to search for the song lyrics.

At this stage no technical programme was needed.

When planning my products, I mainly

used powerpoint and fireworks to create

mock ups and basic design idea. I also

used a colour scheme generator so that I

could use colours that complimented

each other well on my products.

For my video, I drew out the story board

by hand, so no technologies were

needed. However it turned out that I

didn't need my story board as my original

idea didn't go to plan

In the construction of my video I used pinnacle and window live movie

maker to create it. This involved learning skills in programmes I hadn’t used

before for example how to edit timings and effects of clips.

To make my ancillary products I used Macromedia Fireworks and Adobe

Photoshop. I have used these before in my studies particularly in my AS

magazine cover. Using these were quite simple however certain skills were

developed, such as blending and fading in images.

My main evaluation was done using this powerpoint. However also to

evaluate my products, I filmed my audience response and feedback of my

products which will be posted as a follow up to this.