Music Video Evaluation Tasks

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Music Video Evaluation Tasks

The questions that must be addressed in the evaluation are:

1. In what ways does your media product use, develop or challenge forms and

conventions of real media products?2. How effective is the combination of your main product and ancillary texts?3. What have you learned from your audience feedback?4. How did you use new media technologies in the construction and research, planning

and evaluation stages?

NOTE: You could do a filmed group presentation, embedded within your blog, for oneor two questions (except question 1) instead of the suggested activity for that

question. If you have a different idea for any of the evaluation activities 2-4, pleasediscuss it with one of us first; we will be happy to let you go ahead if we feel that it

will still allow you to get as many marks as possible.

Evaluation Activity 1:1. In what ways does your media product use, develop or challenge forms andconventions of real media products? (i.e. music videos)

For this task, you will do something very similar to the filmopening; take nine frames from your video and put them intoa grid. The nine frames need to represent the followingfeatures of your music video:

1. a shot that shows a link between lyrics and/or music and visuals2. a shot that typifies the way a record company would want their artist to berepresented3. a shot that illustrates how your video uses music genre4. a shot that shows an intertextual reference5. a shot that demonstrates your use of camera6. a shot that demonstrates your use of lighting7. a shot that demonstrates your use of mise-en-scene8/9. Two shots which you feel demonstrate something which shows you have watchedother music videos

For each of these nine shots, write a couple of sentences explaining how they fit the briefhere.You then need to take screengrabs from other (real) music videos and construct a secondnine frame grid which you will use in parallel to your one on your blog. There must be atleast THREE music videos which you have grabbed from.Again for each of the nine frames, write a couple of sentences about how they meet thebrief.Similarly, take the panes of your digipack and set them alongside images from other albumcovers to show similarities - take your advert and set it alongside an advert to show howyou have used conventions. (screengrab of your website if that is the option youve

chosen) In each case, you will need to annotate your work.This task is to be done individually.

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Additionally, complete the analysis of your video using the two-sided sheet withwriting frames, one referring to Goodwin, the other to Vernallis.Students example:

a/ 'In what ways does your media product use, develop or challenge forms andconventions of real media products?' (Part Two)

*Click on the image to enlarge*

1: This image (taken in the bar scene) shows our main character stealing some vodka fromthe bar. This section is accompanied by lyrics saying 'stole some vodka, took a swig'.Showing that we have related our narrative to the song. This happens quite a lot in thesong and video, however none of them are as synchronised as this.

2: This image typifies the way the record company would want their artist to be presentedas it depicts the band standing on a stage in front of a seemingly large crowd of cheeringfans. Making the band seem loved and popular.

3: This is a shot of Becky dressing up in an 'emo' style. This is a clear representation ofgenre, as emo is one of the largest groups of fashion around. This also correlates to thesong name being 'Slits on Your Wrists' as self harm is a trait often associated with the emostyle.

4: The bathroom scene in music video is a very common affair. For example the musicvideo for Bowling For Soup's song Emily revolves around this sort of venue style toilet. Andalso this bathroom reminded us loosely of the one used in the film the Shining (that wasalso recreated in the film Charlie's Angels).

5: The camera styles we use (mostly in our live show footage) are often 'up-close andpersonal' to the band. They show the band and the bands' equipment closely and in detailwhilst always maintaining a hectic moving theme to make the video seem more lively. Thisshot perfectly shows the combination of stylistic lighting and equipment shots we havetried to integrate into our video.

6: This shot shows our use of lighting in the video. Our most prominent lighting design wasin the live show. We sent a clear email to the lighting staff at the junction describing whatit was that we wanted. I think it turned out really well. At one point we also had a strobe

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light which worked really well with the video but I couldn't capture a picture of the strobeeffect.7: This shot not only shows our location, but character and clothing mise-en-scene. Itshows the girls dress, the Junction and her make-up and hair.

8: This shot I got the idea from from watching other music videos. I liked the idea of thecharacters in the background and an inanimate object occupying some of the foreground. I

think it makes the shot more interesting, as well as more stylised.

9. Before we filmed our music video I was watching a video for the live performance of thesinger Jos Gonzlez' song Heartbeats. I noticed that it looked very effecting because itused several close up shots of the equipment (such as the microphone and the guitar) andthe singers face. I tried to recreate some of this style when filming, and this shot is theresult.

b/ Here are the nine key frames that we took from other music videos.

This is a selection of 9 key frames from selected music videos. *Click to enlarge the image*

1: This is a shot of the music video for ''White and Nerdy" by Weird Al Yankovich, we chose the shot because

at this point in the video the character is riding a segway and the lyrics are "They see me roll on, my

segway". Clearly with the video referencing the song.

2: Is a shot from Chamillionairre's "ridin' dirty'', This shot tipifies the way the record label want to portray the

artist because hes a gangsta with a big chunky chain infront of bright lights making him seem very important

and powerfull.

3: Shot 3 is of My Chemical Romance's song ''Welcome to the black parade'' it illustrates the typical 'Emo'

genre that MCR are commonly put into by having everyone dressed up in alot of black with pale make up etc.

4: The 4th shot is from another Weird Al Yankovich song called ''Fat'' the song is a mock of the micheal

jackson song ''Bad'' and there for has extensive intertextual refrences to micheal jackson and his style etc.

The video is a literal copy of Jackson's video but with altered lyrics and characters, it is a parody.

5: This screen shot shows a good use of camera technique by framing the crowd half brilliantly with the

artist silhouetted in front. The way it is framed makes the performing artist This shot also uses lighting to

create the desired effect.

6: Has a good effect of lighting by making the outside in total darkness and only lighting the center where

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the dancers are, much like the effect we attempted to have in our video, the lighting is also selective, giving

each 'sound' a different light.

7: Demonstrates a clear use of mise-en-scene by putting each group of dancers in a different costume, these

different dancers represent a different sound and rhythm in the song.

8: This is a shot of the Black Eyed Peas video for their song 'Boom Boom Pow'. I think that it relates to our

video well as we have our lead singer Rosie dancing in a similar abstract style in front of a completely whitebackground, which relates to this singer standing in front of a background that's completely green and black.

9: At this point in the video I took this screen shot as the song quotes Daft Punks' lyrics ''Harder, Better,

Faster, Stronger'' as well as the dancers in the background are dancing in relation to the sounds and beat like

in Around The World, also by Daft Punk.

Example student 2:In what ways does your media product use, develop or challenge forms and conventions of realmedia products ?

I created my nine frame grid in photo shop

Two shots which you feel demonstrate something which shows you have watched othermusic videos

I watched this music video that was aimed at young teenagers which included a young male teen ona seat singing changing costumes. I thought it was really effective and looked really interesting andkept me entertained. Also he changed his costume to the beat which looked really well planned andedited, So the shots of Yasmin changing costume in the music room to the beat in 1234 relates tothis music video I watched.This shot relates to a lot of band type music video where they are performing on stage and sing right

in front of the camera projecting their voice and selfexpression clearly. This is effective and for this type of musicvideo it helps to relate to the music genre because it sets anedgy atmosphere to the viewer. Although as for 1234 is adifferent type of song genre we was not intending to performedgy singing in front of the camera, we thought it would lookeffective because it identifies the importance of 1234 lyrics infront of the camera.

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A shot that demonstrates your use of mise-en-scene

In this shot it shows the costume and background props andlocation, it shows the audience that our music video issimplistic but entertaining and interesting to view even thoughwe have not planned to adapt more to the location with moreprops.

A shot that demonstrates your use of lighting

This shot shows the lighting we set up, the shot showsYasmin in a spot light and centre of attention, because she isrepresenting 'Feist' so it displays the importance of 'Yasmin'being shown more than others. Everyone is lit up and aroundthem it is more shadowed to make it look more like it is full ofpeople.

A shot that demonstrates your use of camera

This shot in the music video demonstrates good use ofcamera work because it was planned to be taken in fastmovement and unsteady swaying towards Rob the guitarplaying starting from the ground working the camera up toRob. When we watched the footage of this clip it lookreally effective and thin it is one of the most interestingshots we have demonstrated in the music video.

A shot that shows an intertextual reference

This shot relates to Newton Faulkner 'to the Light musicvideo where he performs in a field just him and his guitar.So this shot is very similar to Rob playing and fading Robplaying on the guitar with shots of Yasmin, this relates tothe shots where Newton Faulkner is playing and beingfaded into other shots in the background.

A shot that illustrates how your video uses musicgenre

This shot helps to illustrate the music genre because ofRob our actor playing the guitar and that instrument isclearly identified in 1234 song. Also our actor is young andin teenage years and 'Feist' is appealing to teens with allher crowd shots of people dancing in the 1234 song musicvideo 'Feist' is in so this helps to set a example of the typeof music genre and audience.

A shot that typifies the way a record company wouldwant their artist to be represented

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This shot represents how a record company would want to project their artist 'Feist' and her musicbecause this shot focuses on herself and the background is blurred which takes the importance ofthe actors from the viewers eyes and draws more attention to her being important role of the scene,also 1234 is a upbeat song and the party scene I have took the shot from helps to associate the artistwith her music and social life.

A shot that shows a link between lyrics and/ormusic and visuals

This image shows clearly Yasmin in a music roomlocation lip syncing to 1234, the piano and drum kitwithin the room shows the types of instruments usedin the 1234 song by 'Feist' which helps to setatmosphere. And the costume shots that showYasmins feet and odd socks which are bright andcolourful which adds to the beat and positive tone ofthe music.

Question 1 Part 2Here is my nine frame grid for all the music video shots listed below:

Two shots which you feel demonstrate

something which shows you have watchedother music videos

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These two shots are from the music video 'We Have Band' (You came out) which surroundsclose ups of peoples faces in make up it is a animated music video, I like the stye because itis creative also I view it as video art, It also relates to my groups music video with the colourchanges of costume but in this they change the colour of their make-up wit animation, weused the stop motion effect for our music video setting it in just one frame and having Yasminmove around in different costumes, like this music video from the video how they made itthey have one setting and one position with mirrors that reflect peoples faces and editbetween their movements and snap shots taken.

This shot from 'Bjork' 'All is Full of Love' is a close-up of a female robot also the intertextualreference to the music video 'We have Band'('you came out') is similar because they use closeups of people with face paint and mirrorreflections.

This shot from Newton Faulkner music Video 'Tothe Light' relates to the visuals and music genre,the fact that in most of the shots in this musicvideo is seen as Newton playing his guitar thatcreates this beautiful harmonic music helps torepresent his music genre also. So it would be arecognizable association the audience wouldinstantly make.

In this shot from 'Lily Allen' (The fear) music videoLily is walking towards the camera and there ispaint spraying in different colours as soon as shewalks pass. It looks really interesting and remindsme of video art, I think that this shot would beaway of a record company representing Lily

because she is upbeat singer who has magicalcolours released behind her as she walks with abuilding behind which projects to me as a 'palace'(so this princess symbol)

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In Sigur Ros music video Svefn-g-englar they use a location withpeople dancing in a field passionately, also there are a fewclose up shots like this of actors alone dancing in front of thecamera projecting their angelic features the lighting really setsthe feel and effect to this planned shot.

The music video 'Bat for Lashes' (Daniel) uses mise en scene inthis shot the location is simple and contains a lot of props thatare displayed to set character to the music video. her costumestands out in the music video as she wears red and everyoneelse wear's black costumes to convey shadows around her.

Representation of music/lyrics/music genre.

This shot of a brick wall is taken from Pink Floyd music video'Another Brick In The Wall' the song titles represents the visualsand the lyrics, and the music genre because it is set in oldfashioned way and uses old fashioned locations and traintunnels.

1. The Use of camera work in the sigur ros - Svefn-g-englarmusic video is very detailed and creates the illusion that thewatching audience are apart of the performance. The camerauses slow motion and gently pans around the dancers in thefield. It sets atmosphere and helps add to the music genre.

Self-Assessment / Peer-Assessment / Teachers comment: Date:

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Evaluation Activity 2:How effective is the combination of your main product and ancillary texts?

For this task, we want you to take your finished video and grab some stills from it and putthem on a document alongside grabs from your digipack and advert /website and to

annotate the document to show how they all go together.This should be done in lesson time and may be done as a group.

Example student 1:

Example student 2:

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Example 3:

Below are some screen grabs from our music video and my digipak/ poster.

The comparison in this shot is that the performer is sitting alone in a white room, near awindow letting in lots of light. In the digipak the performer is also sitting alone, lookingout of the window. In the music video this shot goes into a memory scene. Therefore these

two shots link because they both show the performer sitting alone reminiscing oldmemories.

The comparison between these shots is that they both feature the "faded" effect. The bothalso show the performer sitting alone, but they have other images within, for example themusic video has the image of the performer and a boy sitting together, and the digipak hasthe images of textures and dressing table bits. The faded effect really does add somethingextra to these shots.

The comparison between these shots is that they both have the happy emotion behind

them. They both have the close up of the face showing the whole emotion of the smileand happiness.

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This shot is a really simple connection - the tree silhouette. I've linked these because theof the strong outlines of the tree's branches against the pale skies. The effectivenessmakes the comparison strong and memorable.

This is also another simple comparison, which is the outfit. The white dress, with the AndyWarhol Campbells soup can print, features in both and they are really strong against thepale white background, and make the poster and music video stand out.

The reason for this last screen grab is that the whole atmosphere is happy. The happytheme runs throughout the whole music video and digipak/poster. I made a lot ofmemories during this project, therefore the memory theme is also another key elementthat features through this entire project.


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Evaluation Activity 3:What have you learned from your audience feedback?

For this task, we want you to consider four stages of feedback:1. class and teacher feedback on your initial treatment2. rough cut- class feedback and teacher feedback3. class feedback on your digipack roughs

4. final version of everything- class feedback and feedback from anyone else

For 1. You need to have a paragraph which notes what people said at that stage andillustrates changes you madefor 2. You need a paragraph about what the class said and what you changed as aconsequence- with screengrabs/examples from planning or storyboard / shotlist toillustratefor 3. you need a paragraph on what was said and grabs of your sketches/ early drafts(even if already on the blog, link to them)for 4. again note down any responses you get. This task may be done as a group.Examples:

I remember being really pleased with this feedback for our initial idea for 1,2,3,4. Lookingback on this it made me think of how we stuck to our original idea, but simplified it. I think wetook all of their concerns (bottom) on board and tried to to answer their questions. I think thatthe simplicity of our idea made it a lot more easy for the audience to believe and give usclear feedback.

The feedback for our rough cut was exactly how we wanted the audience to react. They all

felt really happy, and understood the concept. We knew that the video wasn't what wewanted so the improvements were fair because we needed to re-lipsync certain parts, and

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some parts were held for too long etc, but it was nice to have reassurance of what needs tobe improved.

The digipak feedback was also

reassuring because I was proud ofwhat I'd accomplished but I likedthat the audience understood thelink between the font and the papereffect. Also they all appreciated thedigipak which they would be thetarget audience for.

This feedback was a nice surprise. I'm stillglad that everyone understood theconcept and also that the commentsmade keep improving, because everyoneseemed to appreciate the rough cut, andthey seemed to like the video even more.I didn't realise that the lipsync was a bitoff, and if we had more time I'd obviouslygo back and improve this. We convertedour mp3 to an avi file because we'd gottenuse to the "popping" sound that theaudience had picked up on, thereforethat's probably why our lip sync is slightly out. We didn't realise that some shots are too long,because we were editing to the beat and syllables (in the verses). Overall I'm over the moonwith the feedback that our final video has received.

This feedback is fair. However Ihave to argue against some of thepoints. I have to disagree with thesimilarity to the music videos. The

official 1234 video is filmed in onecontinuous shot, with dancers incolourful outfits, performing adance routine including theperformer, who is in a blue sequinjumpsuit. The only similaritiesbetween these videos is the factthat both performers have brownhair, and are wearing blue. In thesesame street version the onlysimilarities are the fact that at one

point there are six people whosing and wave the heads like in

our video. Maybe the main similarity is the happy atmosphere between both videos.However the points are appreciated and I do take every criticism on board.

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This feedback made me very happy. It was completely outof the blue after I posted my music video on my personalblog and asked for people to watch it, and to "feel free togive feedback". I don't really talk to Sam about my mediawork, so for him to tell me that he understood the happytheme and it made me smile, made me feel like theconcept was accomplished and to make people feel happy

is a great feeling. He also saw the lipsync out of time, so Iwas expecting that comment.Overall I think we took on board all of our feedback andtried to make it fit around everyone - I am extremelypleased.


Evaluation Activity 4:'

How did you use new media technologies in the construction and research, planningand evaluation stages?

This is similar to the suggested ilm opening task: have a photo of each person with thetechnology used and a screengrab of each website/program used as part of the project:facebook, Myspace, blogger, youtube, Final cut, etc

Put it together and annotate it in Photoshop then upload to your blog.

This task may be done individually or as a group.

If you are feeling up to it, construct a Prezi for one of the tasks. A good Prezi has a strongchance of top marks.

Example 1:

Here is an image I made on Photoshopshowing all the physical and digitalequipment we used. This includes an HDcamera, a Mac G5 computer (along with amouse, keyboard and screen) with theprograms Final Cut Express, After Effects

and Photoshop on it. These pieces ofsoftware and hardware have influencedour project very heavily. Using these wewere able to create lots of effects such as

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editing the blue screen footage, and cutting the clips (which allows us to cut to the beat and usedifferent sections of footage whenever we wished to). If technology were not so advanced we wouldbe met with a series of problems such as:

- The special effects in our video from After Effects could not exist, there would be no such thing asblue screening, colour correction, overlapping effects or typography. As a result of this our videowould suffer. We wouldn't have had any of the blue screening, layering or fading effects.

- Without social networking such as MySpace, Facebook and Bebo, many of us would not haveoriginally been able to contact the band they wished to make a music video for. Meaning they wouldhave to use a local band, like ours. We would also have had to advertise our music video usingposters or leaflets. Producing these would cost money where as advertising online is completely freeand is an easy way to quickly communicate with your friends. Being your friends, they would be morelikely to partake in helping distribute and making the videos. For our video, our whole crowd wascreated by inviting people on Facebook to come.

- If we didn't have Final Cut we would have to use the 'crash editing' technique. You do this by usingtwo tapes and cutting from these instead, completely skipping the use of editing programs whichwould make life a lot more difficult and would make the video less effective. We would also have to

me a lot more selective with our filming, meaning we would miss some of the better footage.

- The HD cameras are also much more effective than the DV cameras. They produce a much higherquality of video improving the overall look. Using DV cameras produces a much more grainy imagequality.

- Using websites such as YouTube and Vimeo, we are able to broadcast the things we make to anenormous audience. It stops just being a local audience and immediately becomes viewableworldwide. If these websites didn't exist then we would have to show the video to a mediaproducer/advertiser to get it public in any way. As well as leaflets, posters etc. that I mentionedearlier. Feedback can also be given in the form of YouTube comments and Facebook feedback,rather than us having to show it to an audience and them to log their feedback.

Example 2:Below are the things that we used to create our music videos for this project.

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Below are the programs and websites used in this project.

1-Photoshop: This is where we created our digipaks and also any kind of graphics. This came inhandy when we first started the project and created our shapes video. It was really easy tomanipulate photos on and piece together our digipaks.2- Blogger: This is where we wrote all of our posts and homeworks/courseworks. It was reallyuseful for our music video research because you can upload and embed pictures and videos.3- iTunes: Where we uploaded and listened to music from the artist.4- Facebook: How we kept in contact and also to look at fan pages/ contact the artists.5- Myspace: This is also how we contacted the artist, and listened to their music.6- Google: We used Google to search for other sites.7- Final Cut Express: This is how we edited all of our videos for this project.8- Flickr: We used this to upload our photos from class and on set; we also uploaded our digipaksand posters onto here.

9- Youtube: This is how we researched other music videos.10- Vimeo: This is where all our video work was stored.11- Wikipedia: We found out a lot about the music video history, genres and information about theartists etc.12- Safari: This is how we accessed the internet.13- Creative & Media Music Video Blog: How we accessed our blogs via blogger.14- CRAM website: This is how we accessed the different Long Road links, such as vimeo, blogger,youtube & flickr.


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Music Video Evaluation Tasks

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