MEDIA EVALUATION
Music Video Research 1
James Blunt - Your Beautiful Video
Screen grabs of 
my video
The Use of Close Ups
The band performing
Shot which show the members of the band missing each other in terms of contact with one another. I included these shots to bring a comedic atmosphere to the music video
Lady GaGa - Paparazzi Music video
The use of acting I acquired this convention from the lady GaGa video Parparazzi
The use of acting, shows the
musician's other talents
apart from music.
The increasing use of narrative in music videos makes this essential as it has become a common convention
This image shows Lady GaGa performing. 
This is a generic convention of a music video
and one which I have included in 
my own music video as it also enables the audience to recognise the band.
This shot provided a comedic essence to the music video,
It also provides the audience with the impression that the band are spontaneous.
My Music Video
Music Video Research 2
The use of close ups
Music Video Research 3
This is the latest music video by Lady GaGa which features Beyonce. This would have attracted two types of audience. Due to the high amount of popularity these two artists engage, this video has proved very popular and has also been rated one of the best and longest video's of this century. 

 This video has proved a winner with audiences due to its movie like narrative which writer and director Jonas Akerlund is famous for. Akerlund has also written other music videos for Lady GaGa such as Paparazzi which is a prime example of his work. Again Akerlund shows his ability to get a narrative across in a short amount of time and produce a short film. 

My video's narrative is shown with interjections of the band playing at their final destination. The main narrative is the two memebers of the band running around Norwich attempting to find each other in time for their next performance.
Target Audience
The target audience for my productions would be 
aged 14 – 30 as I believe the style of the band  
 and the type of music the band plays would relate more to this age then any other. 
However even though this is my target audience, 
this does not mean that this product is mutually 
exclusive as anyone outside the target audience 
could seek entertainment from this band.
This is the logo I have created
which will be present on all Crescendo
products as a symbol of representation 
and recognition.
 
I created it on Microsoft PowerPoint
which I then turned into a .jpeg document by 
pasting the image into paint. 

I decided to keep the logo fairly straight forward by only having the bands name as the logo. This would ensure that recognition is guaranteed. Furthermore I believe that this logo looks very clean and simple, which is the way I would want the band themselves to be represented.
1. Music videos demonstrate genre characteristics
(e.g. stage performance in metal video, dance routine for boy/girl band).
2. There is a relationship between lyrics and visuals
(either illustrative, amplifying, contradicting).

3. There is a relationship between music and visuals
(either illustrative, amplifying, contradicting).

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

6. There is often intertextual reference (to films, tv programmes, other music videos etc).
Goodwins theory of music analysis
Carlsson says that 'Music Video is a form of audio - visual communication in which meaning is created via carriers of information such as;

 (1) the music

(2) the lyrics and

 (3)the moving images.'

 He talks about music video being a combination of performance and conceptual clips, and lyrics being combined with images to create meaning to the audience.
Carlsson also says that the director will come up with a few ideas for a music video,and these ideas will be repeated and varied throughout the video. Re-arranging these visual motifs is said to be the key to making the music video work. He says that a music video is a combination of the provocative modern art tradition and a cultural interpretation of the teenage rebellion.
Sven Carlsson's theory  Music Video Analysis.
DVD Cover Research
DVD Cover Draft
DVD Cover
 Final Product
DVD Advert Research
DVD Advert Draft
DVD Advert 
Final Product
How all 3 of my 
products relate 
to one another
The black and white colour scheme is continuous throughout the 3 products. This is a signifier for the band reinforces brand image.  
Images of the band appear on all three products to ensure recognition is achieved.
Representation
This is the draft for my DVD cover,
this was done by hand. As you can see I have tried to continuity with other products by ensuring that it contains the colours black and white. However in contrast to my advert I have gone with a square design rather than a circular design. This is to provide variety and to also show off my own skills when creating such products as this.
This is the final draft of my DVD cover. From my initial draft
I have kept the block like structure on the back of the DVD cover to case all information and images. The images I have used are of the band members in the costumes which they wear in the video itself. This is to keep continuity with the DVD and ensure recognition of the band in the video is achieved.
This is the first draft of my advert for my DVD. This was done by hand. I have tried to show off my skills of photo editing in this piece by including circular stills, instead of rectangle stills which are seen on the back of my DVD cover. This provides contrast in my work, and would also show of my abilities in photo editing. 
This keeps in continuity with the other tasks as it includes the colours black and white. I chose to have a black background as it would make the DVD itself stand out much more compared to if it was placed against a white background. This would then catch the eye of the audience who would buy the DVD. This idea was taken from the U2 DVD advert in my research section.
From my initial draft I have kept the idea of having a black background to make the DVD stand out, this would catch the eye of the target audience. I have also gone with the circle idea which contrasts the DVD cover, however I have continued with the black and white theme which keeps in continuity with all 3 products. 
Again I have included logos of where to buy the DVD from, here I have said that it is available at Amazon.co.uk and at HMV stores. This provides a variety of places to buy the DVD which will attract more audiences and will allow those of who do not use the internet to still enjoy the experience of Crescendo by buying the DVD at their local HMV store.
The colour white signifies clean and new, which is the way I want the band to be represented. 
Gender - I have made sure that the band members in this video are seen as equal representing the ideology of equality between genders. This would help to appeal to both genders.
The 'band-your-mother-would-be-proud-of' appeal with smart/casual dress, would show that not          all teenagers dress as slobs and wear hoodies. This would appeal to my target audience who want to break away from this stereotypical negative view.
Stereotypical view of teenagers by older generation would not apply to this band. Even though the band are seen having fun, they are not seen being antisocial or violent in any way.
Representation of Norwich as a good, historical, clean, modern, lively city which takes the arts very seriously.
Motifs
Lady GaGa 
Eccentric dress sense
Fanz Ferdinand
Smart/casual dress sense was seen
as their motif for their first album
David Bowie
Lightning Bolt face paint main motif
(became his symbol)
Crescendo 
Smart/casual look, will become a motif 
for this band, also the theme of black and white
will become a colour association with the band
'Looks good, I like the way the 
colours stand out from one another!' 
   - rosiemcgregor
'Great, I like the way the red stands out against the black. I also think it’s a really good idea to put the logos of the places you can buy it. Only problem is, the pictures going across the bottom don’t stand out well.. I barely noticed them when I first looked at the advert! Maybe you could brighten the photos, or use generally brighter pictures?!'
      - rosiemcgregor
The use of new media technology
In the production, planning and evaluating stages of this portfolio piece, I have used a range of new technologies, including Adobe Premier Pro, Paint and www.prezi.com. 

Adobe Premier Pro was the editing software I used. I had used this before in my AS portfolio so knew a little of how to use this software. Even though I had to teach myself how to use this piece of software I feel as though I have used it to my best potential and throughout the two years of editing I have developed my knowledge of how to edit a new piece of film. 

www.wordpress.com, is the blog site I used. I had also used this site in my AS portfolio so, as with the editing software, knew how to use it effectively. This year I had encountered a few problems with this website, i.e. not being able to upload videos without linking them to youtube.com first. However I had overcome these problems and created an effective blog which show-cased my work.  

On my blog I had also uploaded images of the locations around Norwich which I planned to use in my final video. These were taken using a standard digital camera,  because it was quick and easy to acquire the images and upload them to the blog by simply using a firewire. 

www.prezi.com was the site I used to created an interactive version of my evaluation. I felt this would be my best option as prezi is an effective way of getting information across. I could also  include images and videos on my prezi by simply embedding the video in the prezi using a link from youtube.