Final Evaluation

Question One Evaluation

In what way does your media product use, develop, or challenge forms and conventions of real music products? The genre of our music video is Hip-Hop and Rap in preparation we looked at several other different artists music videos. this was to show us common trends and conventions though all of there videos. Also it was to give us inspiration for us to recognise whether we wanted to conform or challenge the 'typical' hip hop rap music video. the different artists we at were Nicki Minaj, Ed Sheeran, Devlin, Eminem, Drake, Rihanna and Kesha. These artists are known for there collabrations to create Hip Hop and Rap songs. Alot of conventions in this genre were shown through, editing, Mise-en-Scene and Camera work. when looking into Mise-En-Scene we noticed it normally had a bright element to it, which was either the location being bright or the costumes. Kesha and Nicki minajs music videos are known to be outrageous and full of colour. with them doing this they conformed the conventions for a hip-hop video. Costumes and make-up are normally very bold anf standing out with very bright lighting. using these conventions keep the music video very interesting and eye catching colours. When it comes to Rap music videos a common trend shown is the camera work of the rapper who is normally shown on his own or with the featuring artist. The camera shot is normally a long or establishing shot. this allows the audience to know where they are. We stuck to this convention by allowing Lauren to Rap her scene alone, but we added other actresses for Hannah's. Both Hip-Hop tend to use a lot of close up such as establishing, medium and extreme. These are to show the audience emotions on the artists face. When it comes to trends in editing this genre of music, they use a lot of short shot durations, quick cuts, slow/fast motion, flickers to other scenes to keep the music video entertaining and eye-catching. colour correction is also used to either make the scene have more colour or reduce the colour. when creating our music video we conformed to a lot of conventions we saw when researching the others. First of all a lot of mise-en-scene we choose to use was Bold Colours in costumes and in our props, we also wore bright make up to keep it eye catching like the other music videos. E.G. pound the alarm- Nicki Minaj. we also decided on doing a lot of close ups mostly during the lip syncing parts, we did this because we wanted the audience to focus on this as we though this was an important element of our music video. When it came to the editing process, we found this very difficult as we had to work in very fast pace as a lot needed to be done in a short space of time. This was down to us having to film most of the days. It was also difficult as there was a lot of editing involved as we wanted to always keep the audience happy and not bored. We did this by using short shots, quick cuts and a lot of fast motion clips

Question 2 Evaluation

How effective is the combination of your main product and ancillary texts?

Our ancillary texts consisted of a Digipak and a Magazine advert for our music video. Although the magazine advert helps advertise our music video and is one of the most effective ways of getting people familiar with this new production, the relationship between all three creations has a larger effect on how dispersed and recognisable our product can become:

When creating our ancillary texts, we needed to make them similar to our video so the advert or digipak would be recognisable because of the video and visa versa. Through feedback we see our video as quirky and bright with lots of visuals to make it eye catching and colourful, for example the table display in the first rap: it has a bright red table cloth with lots of bright toys and food. Another example would be the costume used throughout most of the video: which included bright spotty leggings, colourful hats and different eye catching tops. So this became like a 'brief'/the guidelines for ancillary texts.

Our initial ideas for our advert and digipak was graffiti, most likely for the background as it normally has lots of bright colours. However when it came to it, the background that we used (an alley with graffiti) was preferred ias black and white. As the effect of the relationship is vital, and a recognisable visual was very important, we decided to take an actual picture that we took on the day of filming, with all the right costumes and props and scenery, and placed it onto our digipak. This way, when someone sees our video and likes it, and then comes across our digipak or magazine ad, they would instantly know what the song and video to it is and hopefuly buy it. This illustrates how the effect of similarities in all products, would effect number of sales and downloads.
Other ways that we incorperated properties of music video, into our digipak, was the font. As bright colours such as yellows, greens, oranges and pinks were used in our video, like the costumes and table cloth, we decided to make the text colour to be a bright pink (matching the table cloth in the image to help with complementation). 
We have included recognisable signatures/themes that are shared by the digipak and magazine advert:
The bright costumes: We used similar print screens from the same day of filming, so we have captured the same costumes for both ancillary texts.
Font: The same font colour is used in both ancillary texts (a bright pink) as well as a quirky font style to match our video.
Background: We will aim to make both backgrounds black and white graffiti, keeping the background detailed but helping the foreground, for example the actors sat at the table, stand out.
As our product won't be an item or mp3 to buy, we can't say for definite if the combination of our video, our digipak, and our magazine advert would all help eachother in making our work recognisable, but through research and advertisments we've actually seen in stores and online, it is obvious that the combination is incredibly effective and vital to achieve a well known production.

Question 3 Evaluation

3. What have you learned from audience feedback?

Our first bit of feedback we got was from the pitch presentation, the pitch presentation was a presentation showing our ideas about what we would like our music video to look like and our ideas for it. Also in our pitch presentation we included other artists within the same genre such as Nicki Minaj. In regards to our feedback from our pitch presentation, our class thought we would struggle with the filming as there was a lot to film and we only had one camera. We listened to this and thought about it, in the end we did practice shots and decided we needed another camera, we had one at home so we bought that to film the forest scene so we have the same scene from different angles so we had more shots to put in. we also received some positive feedback, they thought we had a good set of locations and they also thought we analysed other videos really well. By analysing other similar genre to ours it helped us out a lot as we knew what we had to put in our video so it would confirm to the genre of hip-hop/rap.

When it came to the rough cut we put forty seconds up on the blog for the three other groups to look at and then for them to comeback to us with feedback on what they liked and things that they thought we needed to add or change.

With the constructive criticism they said make sure it doesn’t drop as they thought it was very eye catching for the first forty seconds and they thought that maybe we couldn’t keep that up throughout the whole music video. Our teacher also thought this and told us to keep up with the different angle shots and make shots brighter so excitement doesn’t drop. We also got told to make sure the fast editing is continues throughout, this is because our song is very up beat and fast so we have sped up most of the shots for it to fit in and they just wanted us to carry this out through out the music video. We did this as we thought it was tremendously important to keep this up so it was one of our main priorities.

With the positive feedback we received quite a bit  about our rough cut they said they liked it that it was colourful, it made it eye catching and our music video was very entertaining and we used props well. They also said that the lip syncing was on point, this was very important to us as we are singing to the camera throughout the video and we didn’t want to loose marks because of this. 

From getting Positive and Constructive criticism, was very important to us and we needed to find out what people thought of it and it was extremely helpful as we knew what we should change to make it better.

Question 4 Evaluation

How did you use media technologies in the construction and research, planning and evaluation stages

With the construction of our music video, evaluation and in our research and planning stages, we used a range of different tools, software, websites and filming equipment to achieve a final product with high standard ancillary texts and blog work to show the depth of work gone into our coursework.
In the research and planing stage we used internet websites like youtube to look at professional pop/rap music videos. This was to give us inspiration and ideas for our own music video. The one website that we are always going on is blogger, posting all of our findings and ideas. This keeps track of what stages we're at and is a quick way for us to look back at our research for tips etc.

After mind mapping all of our ideas we drew up a story board. We than filmed it in order to give a very rough idea of what our video would be like. For this we used a canon camera, recording our story board and then transferring it onto our blog. We also used the camera to film our actual video:
Along with the canon video camera we used a giottos tripod to capture all of our footage and enable us to use whatever camera angle and panning that we wanted. The tripod was also extremely useful to keep the camera steady in focused footage such as lip-syncing as well. There wasn't any other technologies involved in the actual filming process.

Editing was a process heavily involved with different technologies. We first had to download our song, 'You Ought Know,' from youtube and put it onto Final Cut Pro. This involved youtube converter where we had to copy the link from youtube to the youtube converter, then it would download and go on to itunes as an mp3. Once it was in itunes it was easy to then place in to Final Cut Pro ready to make adjustments, for example it's volume. Final Cut Pro was also the software used to edit our video until it was finished. We imported all of our footage, marked what parts we wanted, cut them out and then placed onto our timeline where all clips are put in place. These clips would then be left exactly how they were filmed, or we changed them using a variety of tools and techniques:
One of our most commonly used tools was colour correction. This gives you the option to change your clip to whatever colour that you want. One example would be the clip of the rabbit on a lead where the grass, rabbit, and actor's leggings keep changing colour. Another technique that we often used was reversing footage. For example in the begging of our music video we reversed the two dives into the pool so it looks like they appear from the water and flip up onto the high diving board. Other techniques that we used was speeding the clip up or down, both use in our video, for example the clip where all three actors are walking down the hall way and we sped up the footage to make it more interesting and eye-catching. We were also able to create short shot durations using the timeline where we'd place are footage on there and cut them very small, placing either side of other clips to create a flickering effect. Final Cut Pro was extremely useful and the most appropriate software that we could have used.
To produce ancillary texts that would conform to other ancillary products of professional music videos, we needed to research online, other previous magazine adverts and digipaks. One magazine advert that was a great help in giving us ideas was Rihanna's Talk that Talk album. All the information included on the ad, and the pictures and visuals were great for inspiration and helped us understand what we needed to put on our own. This internet research was a great tool in helping us produce an appropriate rage of ancillary texts.
Continuing with ancillary products, we needed to actually create our own. For this we used Photoshop. This technology allowed us to upload any photo that we wanted, and shape into an advert and digipak. For example, we uploaded a photo of our table scene in the forrest. Photoshop then allowed us to cut out the background and replace it with an alley covered in graffiti. This enabled us to keep up the theme of bright, random quirkiness! Another example of a technique that we used in photoshop was the blur tool. With this we morphed the background and made it blurry/smudged. We used this tool on the background of our final magazine advert. Some other tools we used on this software were:

• Dodge - makes he image lighter on the areas that you've highlighted 
• Burn - Makes the area darker
• Eye dropper - which picks up the exact colour of a part of the image that you have clicked on.

We used all of the same tools for both our magazine advert and our digipak's front, back and middle. Photoshop was an extremely useful technology that gave us plenty of opportunities to be as creative as we wanted. There was a wide range of tools options that we enjoyed experimenting with and including in our final ancillary texts.

The final bit of technology that we have used is Prezi, the software that this evaluation is presented on. It is a creative way of showing our work and research throughout our whole coursework. We have been able to include pictures, videos, snippets of professional work, and writing to support all of decisions in our work. A different way of presenting would be the path between each bit of information: his is a link that takes the viewer to each sentence, paragraph or visual anywhere on the screen. We have enjoyed this technology as we have never used it before and it is much more exciting and interesting to look at and work with than a normal presentation with slides.

Final Magazine Advert

This is our final magazine advert. We wanted to stick to the theme we had with the digi-pak which is crazy and bright. We decided we wanted to keep to having the title pink and choose to use the same pink as the chair. This was the same with the digi-pak because we used the same colour of the table cloth as the writting on that one. We decided to make the people sitting at the front be the main attraction so we blurred the background on photoshop. We also increased the colour to brighten the clothes and Hannahs lips. This was to allow it to stand out. The font is the same font used throughout the whole of our ansiliary task, we done this because we wanted to keep a running theme throughout. We included all the information we had seen in the research. This included when it is released, what the front of the digipak looks like, the album, website and hit songs. This was the give the audience enough information to the audience as possible.

Final DigiPak

This is our final digi-pak created on photoshop. After we had created our practise on we needed to change it to make it look more like a digi pak. On the front we changed how we wrote the album name because we did it as a graffiti on the wall. We changed this because it was unreadable and didnt look right. We choose to use a black and white background so it would allow the photo of the table to stand out from the rest. The first part of the in side is the cd. We didnt use a practise one because we did this one and it fitted right, we made the cd graffiti with bright colours and made the part behind the cd the same background as the front and back. On the disc we added the name of the band so it was known to the audience, also added in there website to know where to find out more information. The second part of the digi-pak was the Bonus Features section, this includes all the information which would be found in the digi-pak that comes extra with. It also has a scanner which you can take on your phone to listen to the songs. Lastly is the back cover which lists the titles of the songs, copyright information, bar code and artists logo.
Throughout this digi-pak it involves one of the main characters hannah, she is on here because she is shown a lot in the music video. We have edited hannah a lot in these photos by making her stand out from the backgrounds. A few of the close up ones we made her lips brighter, and her hat in the last one.

Practice of DigiPak

Practice of our Digipak 

After researching and analysing different digipack we decided to start practising on the one we wanted to create. 
In our first attempt (which shows belows) we decided to choose a photo we took 

during the shooting process of us in the forest. This photo we choose has Hannah at the top of the 
table being her rapper part with the rest of the crew around the table with there animal masks on.  We then wanted to make it creative and not have it sitting in the scene it was. As our theme for rap and bright colours we decided to get a black and white photo of an alley way which was covered in graffiti work. We then cut the table and characters out of the photo and inserted into the alley way. We choose to keep the bright colours of the table and keep the background black and white to enable the characters stand out. We also tried out the name of the artist at the top on the front and matched the colour with the table cloth. We done this because it was a bright colour and standed out with the theme we were going with. The Back of the practise digipak we decided to go with the same theme of the same back ground but a different photo and we choose to use a photo of Hannah from the same scene but made is close up and half of her face. This character is one of the main rappers and singers so it fitted well with the digipak. We also added a few Tracks onto the back to give us a rough idea what it would look like. We kept to the same colour scheme as the front because we didnt want to change it because it didnt look right and didnt fit.  

Practice Magazine ad

This was our first attempt at a magazine ad, we knew we wanted to use this photograph but didnt know how we wanted to show it. We tried out different fonts and colours, also adding in the digi pak cover but we didnt add enough information, from doing this we knew what we needed to do and change. We knew we wanted to colouring to change because we didnt like what had happened because it had got darker on the faces and it didnt go with the theme we were looking for because it was too dark.

Ed Sheeran- Advert Analysis

Ed Sheeran- +Album Analysis

Ed Sheeran is a mixed genre singer, and his album does come under hip hop so we have choose to analyis it.  We have looked at the following aspects and analsyed them.

Name of band/ artist and album

On this advert you see 'Ed Sheeran' at the top of the writing because this advert it not one to stand out, it is very simply with the same you see when it relates to him. The same font is used because it is well known and people recongise its for him. Beside his name you see regular logo of a paw print which is normally everywhere. This logo has come from his tattoo he has and now his fans like to use when attending concerts. It also has the name of the album, but seeing as Ed's album is just a + sign, it is just placed under his name. 

Date of album release

This Advert does not have the date of release because it is an advert promoting it furthur because it has already been released. We know it has already been released becasue it says it is the No.1 Album

Photography or artwork as main image and Set Colour scheme

The whole advert a whole picture of him with text added, The photograph is of Ed Sheeran similing and looking down. Ed sheeran is ginger and normally sticks to the colour scheme of orange, browns and white. It also shows the album cover at the bottom of the advert to show the audience what to look out for when buying.

Featuring songs

On this advert it shows the two songs which have been released and are well known because they have made no.1s in the singles charts. They are The A Team which was his first released which made the fans like him because it was such a hit. Lego house is also mentioned because it was his second hit. 'Features the singles The A Team and Lego House' writing this allows the audience know who he is and what his hits are already. 

Form of release (CD, download)

There is no sign of what release it is because it has already been released and people know it is out on both.

Bands website – myspace /official page

At the bottom of the advert there is a strip of orange and in very small writing is his website which is www.edsheeran.com and this directs straight to the homepage. Also @edsheeran is also shown which leads to his very own twitter page. 

Critical quotes, ratings

'What really sets sheeran apart is his skills at painting pictures with his words' is written at the bottom of the text and is quote from a critic which shows that Ed Sheeran is a good singer and is liked by the public, This is done by Q because underneath the quote is 4 stars and Q. 

Digipak Analysis 2

Nicki Minaj- Pink Friday

The text that is used on the Digipak is Nicki Minaj (her name), Pink Friday (the album name), the name of her songs, she has the FBI Anti Piracy Warning (which is where you cannot then copy the music as your own) it also has the record label name on it.

Nicki Minaj album costs £5 and it comes with sixteen songs which are the following:

I’m the best

Romans revenge

Did It On’em

Right Thru Me

Fly

Save me

Moment 4 life

Check It Out

Blazin

Here I am

Dear Old Nicki

Your Love

Last Chance

Super Base

Blow your Mind

Muny

And bonus tracks- Wave Your Hand and Catch Me.

 On the back of the album cover she has also got the record label on it which is cashmoney.records.com. However she does not have her website on the back which Digipak’s usually have. Nicki does not write any of her songs, she gets different people each time to write a new song for an example track one ‘I’m the best’ is written by Onika Maraj and Daniel Johnson and then track two ‘Romans Revenge’ is written by Maraj, Kaseem Dean, Marshall Mathers.

This Digipak is extremely pink so it attracts the audience and then when they look at it more closely you see Nicki Minaj but she is a Barbie, this is stereotyped as her being ‘fake’. This Digipak is advertised to older teenagers, you can tell this by the colour of the album and how she portrays it to the audience.

This Digipak folds in to two, however inside it has an extra leaflet and you can take it out and on it, it has the lyrics to every song on the album.

Digipak Analysis 1

No Doubt

We have decided to analys the digipak by the band No Doubt, specifically for the album Rock Steady. We knew we should look at the different elements of the digipak and started with the text section. This included;

Name of the band/ artist.

Name of the album

Track listing

Price

Bonus Material

Website

Credits

Recording information, producer, where it was recorded and when.

Who wrote the songs.

Name of the band/artist and Name of the album.

For this digipak they decided to make it very eye catching and it stands out the audience. They have decided to use the name of the band which is No doubt and the album name which is Rock steady and printed these two all over the front in white and then one copy of No Doubt and Rock steady put in red. This is to make the audience see what the writing in white says because the red stands out the most. 

Track Listing

The track list is placed on the back like many digipacs and is printed in white with small red writing underneath they have used these colours to match the colour scheme on the front. They haven't used huge font, it is small and simple to the side to not take any attention away from the photo. The track list is as follows:

1.

"Intro"  

 2.

"Hella Good"  

3.

"Hey Baby" (featuring Bounty Killer)

4.

"Making Out"  

5.

"Underneath It All" (featuring Lady Saw)

6.

"Detective"  

7.

"Don't Let Me Down"  

8.

"Start the Fire"  

9.

"Running"  

10.

"In My Head"  

11.

"Platinum Blonde Life"  

12.

"Waiting Room" (featuring Prince)

13."Rock Steady"

Price

This digipak which includes bonus tracks is averagely sold at £7.

Bonus Material 

feFor this digipac they have indicated a note at the bottom of the track listing stating that there is additional production on tracks 3,5,7,11 and 12. There are also bonus videos for these songs and other atured artists including Prince and Bounty Killer

Website, Credits, Recording information, Producer, where it was recorded and when, Who wrote the songs.

For this digipak they included on the back the form of text is the bands website which would have been http://www.nodoubt.com/lookinghot/#!/latest. It also gives you the producers who were moslty No doubt but others included such as Prince, stent and Sly and Robbie helped. The writers on the songs are also added in this digipak and was mostly members of the group such as Stafani, Kanal and Durmot. Including these others were involved which was Prince, Pharrel Williams, Chad Hugo and Rodney Price. It Lastly included there recording Company and there label which was Interscope. 

The Next section of analysing was the Pictorial, the elements to look at were:

Pictures of the band/ artist.

Logo

Barcode

DVD logo

Cd logo

Website banner

Pictures of the Band/Artist

On this digipac you only see the one photograph because it is mostly taken up with text. This photograph is of the singer in the band Gwen Stefani's torso which is placed on the back next to the tracklist. The picture also includes her hands and she is wearing two rings which are whole hand rings and they read 'ROCK STEADY' also she is wearing a belt which say 'No Doubt'. Also it has 'ROCK STEADY' and 'NO DOUBT' placed on the rim of the boxer pants. Doing this allows them to show the audience what the album is called and the Bands name in a different way then just text. 

Barcode

The barcode is placed on the back of the digipac like many and is in the corner so it does not take anything away from the photo and track list, because it is small and plain. 

CD/DVD Logo and Website Banner

This digipac includes a CD logo and webistie banner which is placed undernearth the track listing. The only thing which isnt included is the Bands Logo.

The next section is the design of the digipak and the different elements include;

Colour and style to fit

Artists genre.

Unfolds

Cardboard sleeve/

Adverts

DVD or cd

Booklet

dvd/ cd case

The colour and style of the digipak is rock/punk and they have used simular colours which are reds and whites for the front and dark reds and black for the backs texts and then the colours of the jewellery which is gold. All these colours fit with the theme and style. The bands genre is Pop/Punk Rock/ Alternative pop and more, this album shows the fun and rough side of the but the only photo graph and the text. They portray them selves as a band to stand out and are individual. Which they do by making there digipak fun and full. 

The digipak is a Cd and Dvd and holds a disk inside. This digipak folds out in 3. 

Magazine Advert Analysis

Rihanna's Talk that Talk Album Magazine Advert

This magazine cover is very simple and does not consist of a lot of writting and photos.

On this blog I am going to analysis the different codes of a magazine advert.

1. Name of band/ artist and album
2. Date of album release
3. Band/artist image/ style
4. Featuring songs
5. Form of release (CD, download)
6. Either photograph or artwork as main image
7. Record company
8. Bands website – myspace /official page
9. Critical quotes, ratings
10. Set colour scheme

In this advert we see the text of the band and album at the top of the advert, this stands out because it is the only piece of writing on it and at the top, they have done this so the audience looks at this first. The album is released n the 11.21.11 and because this is an american advert the date is different to how we normally see it. The month is the first set of numbers and and the date it is released is the second set. This has been put on the advert in the middle just above the logo where you can get the song. This advert is very small and doesnt include a lot of the codes of a magazine advert, but the imagery they have used is very simply put portrays the artist to her normall lifestyle and how the audience normally sees her in her music videos. Which is she looks quite dark and twisted with her tongue sticking out licking her lips. The other imagery used is another picture of her smoking and the smoke coming out of her mouth. This is how she is portraying herself in the music videos she has produced, 'We found love' is all about drugs and vibrante and this is how she has portrayed her advert. In this magazine advert it does not show the featuring songs but a lot of the songs she has produced have music videos and have been released for the public so they know what songs they will be listening to when buying the album. This advert is promoting fans to download the song through itunes by the big logo underneath the release the date, because itunes is very popular, this is the easiest way to download to ipods nd mp3s. The rest of the magazine advert does not show much more information, the photography only shows one photo of rihanna as a whole and a miniture which is the album cover, tyhe photo of Rihanna shows her as rough and quite scary this actually reflects on her personality and the songs on the album. This album does not show critics response or ratings. The colour scheme is very white, the clothing is white and background too, the only things that stand out are her red lips and coloured hair. Also the writting.

Textual Analysis 2

 

For my music video analysis i have choose to look at 'love the way you lie' by Eminem ft Rihanna. this song is in the same genre as the song we have choose to create for; which is rap and hip-hop. This music video premiered on august 5th 2010. American film maker Joseph kahn directed it.

 

This music video consists of Eminem and Rihanna singing and rapping in different locations. There are also two actors Megan Fox and Dominic Monaghan who act throughout as a couple who are living together. This video explores the highs and lows of the relationship. It also shows how he is a controlling and possessive boyfriend. 

Throughout this music video there is many parts when the relationship between Lyrics and Visuals becomes visible. It seems like the chorus where Rihanna sings standing outside a burning house to match the lyrics “Just going to stand here and watch you burn, well that’s alright because I like the way it hurts.” Throughout the music video it is the same for Rihanna but on each of her chorus’s there are cutaways to either flashbacks of the main characters. But for the rapping parts which Eminem raps; the video shows more Lyrics and Visuals relationships- The main one which stands out the most to me is when Eminem raps “Wait; where you going? Im leaving you, No you ain’t come back” the video shows Eminem rapping in a hay field but it in this music video it has the two actors portraying a couple and this shows them acting what Eminem just rapped but they are also saying those words aswell. Followed by this there is another moment when Eminem raps “I laid hands on her! I never stoop so low again. I guess I don’t know my own strengths!” This is when Dominic pushes Megan up to the wall and is about to hit her. In the next rap Eminem is expressing about loving someone so much it hurts and you will do anything for him or her. This scene shows Dominic hurting from Megan’s departure and him missing her. From the second rap till the end it goes from different raps and chorus’s about the relationship burning and getting back together. The visuals show this through the actors again because they are acting out the making up and getting back into a relationship.

The two artists in this song are very different because one is a rapper and one is a hip-hop singer. This effects the relationship between Music and visuals. In the opening scene with Rihanna singing the music is very calm and so are the visuals; which is of the actors sleeping in the same bed until Megan sees a woman’s number on her boyfriends hand which makes the visuals become very angry with fighting. But this is also when Eminem starts his first rap, which is quite aggressive, and this means the music and visuals are matching. The music video does stay quiet aggressive because the couple are arguing and splitting up but this only happens with the raps but when Rihanna sings her parts it does make the atmosphere mellow and calmer; during her parts there are mostly flashbacks of the couple meeting and friendlier moments.

This track looks into abusive behaviour by a man to a woman. I think the record company was trying to help relate this song to some people who have been in the same situation. This also was to relate to Rihanna’s recent attack from Chris Brown. Rihanna sings in front of a burning house throughout this video and she is much more relaxed and content, a lot of close ups are used to show her emotions on her face. She looks calm but also scared at the same time. But for Eminem there isn’t a lot of close ups but instead long shots are used to show where he is but this also shows his body language while he raps which show he is angry and quiet aggressive. Rihanna’s previous tracks with music videos are ‘rude boy’ and ‘Te amo.’ These two songs are very different because Rude Boy is a more upbeat and aggressive song but Te amo is a slow and tense song. It doesn’t seem like these two songs relate through there music videos but if she had written them about the same person. Eminem’s link between his music videos is not visible because he raps about different things. With his raps he always relates it to something that’s happened to him or he has seen. Everyone knows Eminem’s image hasn’t changed since he has started because he shows he is quiet a secretive person in the public eye because of his life style. Rihanna’s image has changed over the years; when she started out as a singer she was a pop singer and attracted a younger audience but she has changed in to an idol to some people. Being nominated as sexiest women she is shown a lot to the public. Her hair colour is something the audience loves to see change because it a sort of trend girls likes to follow. Her red hair was something people were very fond of this is something that has obviously changed between her previous two tracks because she had brown/black in those and bright red in this one.

When looking into notions of looking is it obvious the man in this video which is portrayed by Dominic is the dominant character and in charge of his woman. This is shown because he is very abusive behaviour towards her. His role is shown to be dark and mysterious and she is shown to be scared but she is also a strong character because she does fight back, she is also shows her sex appeal towards the audience because she is known for her beauty. She has used this towards her advantage.

Eminem used intertexual reference in his first rap; when he makes reference to superman and Lois lane, this is from the superman comics. Eminem raps “Im superman with the wind on my back, she Lois lane” in this part he means because things are going so well he feels like superman. This is for Dominic as superman and Megan as Lois lane; who is superman’s love interest. But when Eminem raps this part it shows the couple arguing after, this just emphasises the fact they do have good times and it isn’t always fighting. Another intertexual reference is the main actress being used is Megan Fox who is known for her acting in Transformers. Even though she isn’t mentioned in the song she is used to produce a better impact on the audience because she is also very popular and known worldwide.

This music video is narrative based but with a concept element. The narrative is about the couple breaking and making up but it is concept because it shining a light on abusive partners in relationships.

Even though this video shows a couple fighting it may mean nothing to some people like some music videos but in fact it has meaning throughout the entire song. Eminem’s raps actually about his ex wife Kim and how his life has changed since his marriage. Even though the video doesn’t show how his life was exactly it shows some. This song meant something to Rihanna because it was relating to her too because of her relationship with Chris Brown and how it changed drastically with the attack she received from him. The shot of the couple at the start is used at the end, this is to either confuse the audience by maybe thinking it was a dream but in reality it could mean if you keep forgiving it will just start all over again and nothing will get better.

Final Music Video

Editing, Software, and Effects used

Below are some screen prints of our editing in progress and effects that we used:

This photo illustrates one of the effects we used early on in our video (when the tune first 'drops'). It is a way of keeping the moving video of our splash visible, but also introduce a 'washed out' close up of a character lip syncing. As this is used early on, it engages the audience, making them want to watch it to see what other eyecatching visuals show.


In this part of the video we used both reverse editing and slow motion. These two editing techniques were used mainly to fit the beat of the song but to also add to the visual element. The same techniques were used for the picture illustration below.











Below is an sceen print of the editing software we used: Final Cut Pro. This is a professional software, providing us with hundreds of effects, tools etc. For example: colour correction, reversing footage, changing its speed, split screening, application of text onto a video, and many more, all used within or music video.

 





Above is an image of our timeline. This was used to edit the lengths of each clip, position them correctly so they were shown at the right time, and also to match lip syncing. The timeline allowed us to select individual clips so we could see what the effects were doing to our video.
Below is our imported videos and audios section. This is a box where we can capture and import all of our footage, to then select and edit each one.

We used plenty of editing techniques and effects, and the software was perfect to help us achieve and eye-catching and memorable music video.

Rough Cut

Above is our Rough cut of You Oughta Know by Das Racist. We have taken 40 seconds from our music video we have created. Uploading this will allow fellow students to see our work and give us feedback on what they liked and what they didn't. With the feedback we can change anything that needs to be before we have completely finished.

The Feedback we received:
The Likes:
-Colourful (Eye Catching)
- Entertaining
-Good use Of Props
-Lip Syncing is on Point
-Visuals match lyrics really well
-Editing is in time with beat of the music
-Engaging - Want to keep watching
- Shot duration fits with the short snappy tone of the song
- Colours match the colourful and fun mood
-The editing technique of the swimming pool scene is done professional with the reverse fitting with the song.

Constructive Criticism
- Make sure thats the video doesn't lose the flow
- Continue the good use of the camera shots and angles
-Maybe colour correct outside scenes
- Make sure the fast editing is continuous throughout
- There is an extra 'mind' at the start of the song.