Evaluation question 4

During the creation of my music video I used multiple media technologies, within the planning, construction and evaluation stages.

In the research stages for my music video I used Youtube to view existing videos in a range of genres, this enabled me to understand the conventions of a music video and also allowed to me focus particularly on the singer-songwriter genre. I completed several research posts which included screen-shotting particular shots from the music videos and providing a shot for shot analysis. 

In the analysis of the shots i focused on the camera, importance of narrative, colouration, shot duration and performance aspects. I then used pages to import the photos and write up the analysis. I carried this out for 8 music videos in total and posted them onto my WordPress blog. 

Within the planning stages of my music video, I created a ‘target audience interview’ where I filmed 4 different people from my demographic giving opinions on what they expected to see in my music video and what would impress my target demographic. The interview I conducted was natural and relaxed which allowed the answers be honest and genuine. As I knew the artist of the song it was easy for me to cast the main artist in the song. I then created a shot list for the music video, although the final product doesn’t match the shot list exactly it served as a useful guideline on shoots and helped me make sure I had every shot I had planned for by the end of a shoot. 

In the construction stages of my music video I used an iPhone 7 plus camera when filming with a steady hand gimbal, I also used a cannon 70D for some of the shots. I then imported this footage into Premiere Pro, then exported some of the shots into After effects in order to add the scribble effect then imported them back in to Premiere pro. 

Premiere pro was a crucial part of constructing my final music video as it allowed me to edit all of my footage together and also sync up all the lip singing. I used the speed/duration tool in premiere pro to add a slo-mo effect to some of my shots and a reverse speed effect on the final shot of my music video. I also used the brightness & contrast tool to make sure that all the shots looked similar and worked together. I found when editing my shots that the shots i had filmed on my iPhone 7 plus were a higher quality than the ones filmed on the cannon so the shots on the canon were the ones that needed the most enhancement post production. 

As well as the construction of my final music video, I also had to construct a digi-pac and website for my artist. When creating the album cover I used a photo from a separate location not included in my music video to create diversity. I imported this image into photoshop and used the stamp tool to remove the artists face and replace it with the sky behind, I also used the colouration tool to create a pink overtone to the album, I then added the artists name and title of the album using the text tool. The final digipac was inspired by Hozier’s album in which the same ‘missing face’ effect was used. I feel like this allows the album cover to have some focus on the artist however it remains eye-catching and original and encourages the audience to focus more on the sound of the artist rather than the face of the artist. 

I also created a website on the free website creator, Wix. On my website, I provided information such as where you could purchase the album or stream the songs, tour dates and the option to buy merch. I also utilised the artists social media pages and promoted these throughout the site. I also gave links to external videos including interviews and bloopers from the music video. Wix allowed me to create and change almost every aspect of my website which was extremely helpful as it allowed me to make sure that the website was personal and represented the artist well. 

I uploaded all my progress to Vimeo, which was great for sharing my videos and accessible for my peers to provide feedback. I also presented all my research posts and progressed of my ancillary tasks on my WordPress blog. 

In conclusion, to create the evaluation questions I used quicktime screen recording to record all my actions on the computer before uploading and editing them on premiere pro. 


Evaluation question 3


Throughout the course and the creation of my own media product, I was given multiple opportunities to receive audience feedback from various people that fit my target demographic.

Firstly my initial collection of feedback came from a target audience interview I conducted, which featured 4 members of my demographic. Although in my AS research and preparation I conducted a survey monkey in order to collect information from my audience, upon review not all of the questions and answers were necessary or helpful and because of this I decided to just conduct an interview with the specific demographic that I was targeting for my video, this included male and females aged 15-20.  In my interview I asked several questions regarding the actors, locations and narrative of my video. The answers enabled me to create an idea of what my video should look like in order to adhere to the demographic, the answers provided me with ideas I had already constructed but also some that surprised me and provided an alternative view. Overall, the target audience interview was extremely useful as is allowed me to understand what my target audience expected to see with in my music video and also helped me solidify my already existing ideas.

From the answers I received conducting the target audience interview, I was able to create my ‘actors, locations, props and costumes’ post for my final construction. Through my target audience interview it became clear that everyone thought I should cast a young male as the main artist, preferably tall with blonde hair, and that a female love interest shroud be included in the narrative. In terms of locations, I was given a variety of ideas, the beach remained the most popular however other suggestions such as the forest and a more urban landscape were suggested, however the majority suggested a natural environment. The suggestions for costumes remained predictable with the majority picking a casual but fashionable look. 

I received feedback from my teacher on my website and digipacs which helped me to create more realistic and professional looking media products.

After posting my first draft I was able to receive feedback from my peers on what I could do to improve my music video. For example it was suggested that I included more performance in my video and used more locations, because of this I did a re-shoot and added the extra performance shots and re-filmed with the couple. Also for my second draft I added the scribbles in to make it more unique and eye-catching for the audience, I think this was a successful idea as upon feedback audience members have commented on the drawings meaning that I was successful in creating an eye catching look.

It was important for my video that I received constant feedback from my demographic as it allowed me to create a successful music video, also by speaking to the artist himself I was able to add in shots of a ‘fight’ between the couple as the song is about a break up and he felt as though it was important to include this part of the relationship in the video although it may have not been clear from the song itself as it had an upbeat happy sound to it.

The constructive criticism the i received allowed me to create a successful media product after multiple drafts.

Evaluation question 2

I believe that my music video, digipac and website work well as a combination as each of these products feature a similar aesthetic and a similar theme flows throughout. 

In order to make sure they my artist was distinctive and stood out to a potential audience I highlighted a variety of things about his talents and music. For starters the artist writes his own songs, because of this on my digipac a created a ‘homemade’ like scribble effect on the back cover and the CD cover. This shows that the artist is creative and perhaps comes from simple beginnings. I continued this effect in both my music video and website by using similar images on the background of the website and also including a page that highlights the artists songwriting talents and in the music video continuing the scribble effect on multiple shots including almost every shot with a guitar to draw attention to the instrument. 

On my wix website I used a combination of images from the music video itself and from other locations to add diversity to the site. However the main images used, for example on the home page all come from the same location and time as the music video and the additional shots are used in the secondary tabs such as, music, videos and tour. The images not used on the homepage feature shots of the artist and the actor in the music video and also shots of the sea, art galleries and swimming pools. All of the additional shots are designed to create a nice aesthetic for the audience and i have used colouration to make sure that together they look as if they belong. On my website i also featured links to external websites, such as twitter, Instagram, and Soundcloud which all had links to my artists corresponding social media page. On the social media pages, there was announcements of music releases on soundcloud and also personal tweets in order to connect the audience to the artist. The album cover was also featured on the Soundcloud account. In the merch section of my website i also included multiple items which featured the same image as the front cover and also introduced an initial logo ‘MD’ to create a simple yet recognisable logo for my artist. 

For my final digipac, i incorporated 4 different images to make up the final product. I created a album and single cover as from researching real life media products it was clear that it is common for artists to release a single from the album before the albums release. Although the album and Single covers are different the rest of the digital remains the same although the colour scheme is different. Because of the singer-songwriter genre I wanted to make my digipac simple so that the focus is on the music and I wanted the artist to be featured, but perhaps not the main focus. 

Evaluation question 1

evaluation question 1 from niamh on Vimeo.



I believe that my media product both uses and develops the forms and conventions of real life products as it uses the typical narrative, associated with the singer-songwriter genre. Firstly the song used in my music video, “Take Me”, clearly draws on conventions of real media products as its catchy, up-beat tempo is often related to the storyline or narrative of the video. The narrative of my music video features a love story, this is typical of a singer-songwriter music video as the song is usually written about personal life events and the lyrics are usually very explicit in terms of what is happening and what the music video should be about. As the song i used was an original song i was able to communicate with the artist himself and learn that the song should have a sad undertone even though it is an upbeat song, as it’s about a breakup. This idea of a hidden message in a song is typical of the singer-songwriter genre as it makes the song very personal. 


Another way in which I used the conventions is through the locations, props and actors used. In my music video I used multiple locations for example, in the performance elements of the song I used a forrest location, a beach location and  a cliff path location. In the narrative elements of the song I used the same beach location to create parallels, a sand-dune location and a urban location. This diverse range of locations is typical of a music video as it helps keeps the audience interested. In particular the beach and forest locations are typical of the singer-songwriter genre as the naturalness of the location matches the naturalness of the song. I developed the conventions of the singer-songwriter genre by including a more urban location in my music video as I believed it would give a more accurate representation of a modern-day couple.   Additionally I used the prop of a guitar in the performance elements of my music video this is typical of a singer-songwriter music video as it is common for the artist to play an instrument and ‘show0off’ this additional talent when performing. For the actors in my music video I was lucky enough to be able to use the actual artist of the song which was very useful as  I was able to cast someone who matched the tone and sound of the voice recording perfectly, the artist himself also embodied many of the aspects of the typical male singer-songwriter by being young, attractive and sporting a long shaggy haircut, this can be seen in real life examples such as ed sheeran , ben Howard etc. 

Furthermore, my digipac and website used the conventions of real life media products. On the front cover of my digipac I featured a full body image of the artist, however in the image, the artists face is replaced with the sky surrounding him, this makes the digipac eye catching. It is typical of singer-songwriter albums to feature the artist on the front cover of the album as they are the main product. Hozier’s album features a similar effect on the artist face, which shows development on the conventions as although it is showing the artist it does not fully reveal the identity and therefore allows there to be more focus on the music. I continued this effect on the single digipac and in the music video by drawing scribbles over the artists eyes as it encourages the audience to focus more of the music instead of the image. As well as this, in my music video I also used typical camera shots present in a singer-songwriter music video, by using multiple close-up and mid shots in my music video it highlights the singer as an artist which is a main target of a singer-songwriter video. 

In conclusion, I believe that my media product uses and develops the conventions of real life media products through the mis-en-scene used, my digipac and the camera shots used in my video. My video doesn’t particularly challenge multiple aspects of the singer-songwriter genre for the majority of the music video however some alternative locations are used. I feel that through research of real life media products before constructing my own video have helped me create a media product that reflects a realistic music video. 

Target audience Interview

For the planning stages of my music video I conducted a target audience so that I could receive options and information from my target demographic.

I constructed questions based on actors, locations and narrative ideas, and have presented the answers in the video below.

Special thanks to Ben, Lexie, Ella and Gaia for volunteering.


Final Digipac

Final Digipac

For my final design I have created two digipac’s; one for the artists new single ‘Take me’ and one for his debut album ‘Hopeless’. I did this as it is typical of emerging artists to release a single first which is then featured on the album. When creating the two digipacs I used a similar design to link the two together. In the singles digipac I used a blue theme and a scribble effect on the front cover which correlates with the music video I have made. The final product is shown below:



Front cover


The front cover is shot in a location used in the music video, the artist and the title of the song are shown in a clear black font and the artist himself is a main feature of the alum cover. I used photoshop to create the scribble effect over his eyes which mimics the same effect I created in the music video.

Back cover

back cover.jpg

For the back cover I used the same colour blue of the sea in the front cover using the eyedropper tool in photoshop. On the back cover the artists name and title of the song is again presented clearly and the copyright notice and barcode are presented at the bottom. The scribble effect is again continued on the back to create a ‘homemade’ feel as the artist is up and coming and writes his own songs.




For the insert the blue theme is continued and a clear shot of the performer is used to show of his artistry skills, as the artist sings and plays the guitar.

CD cover


The CD cover is relatively simple, it features the same blue used thought the digipac and the same scribble effect which ties it in together as a whole.

Below is the digipac for the album ‘hopeless’ the same design is used in the general digipac but the colour scheme of the digipac is pink to match the front cover of the album. Below is the final product:


Front cover


Back cover




CD cover