1. Evaluation Task 4

2. Research into music videos
• We knew that we wanted a fun, upbeat music video with a simple yet exciting story
line. We used websites on the internet to research into different music videos through
Google and youtube. Youtube was extremely important in finding inspiration for our
music video. We typed into Google music videos involving children as that is usually fun
and upbeat and then went on youtube, we found the easy love music video by Sigala
which involved kids dancing around and engaging in more grown up activities, we also
took inspiration from the graffiti walls as we felt that it gave a rebellious edge we also
thought that it would attract a similar target audience to us. From this we also found
Midnight Memories by One Direction which is a party orientated music video showing
young people having fun and is within the pop genre, this gave us inspiration to have a
party scene in our video which is where we used the kitchen to create a house party
with child like features such as teddy bears and fake alcohol and sweets. We used
Youtube to further find something a bit different which shows how the Internet and
websites such as youtube are so useful in research as it allows you to thing much
broader, we found the scene Fat Sam’s Grand slam from Bugsy Malone where there was
kids dressed up as adults, we loved this idea and took inspiration but took a much more
modern approach instead of them being at a show like in the olden days we had them
at a house party, this really helped us in coming up with our idea to have a forever
young themed music video

4. Mobile Phones
• Mobile phones, especially smart phones are a digital technology that in the
modern era help people research and gain insight into whatever they want too.
We used our mobile phones to interview perspective target audiences to gain
insight into what they look for in an artist. We found that our target audience
preferred synthetic artists that had an edge to them which made them unique and
different from other artists, we also found that they enjoy a performance element
to a music video such as dancing as this makes it more exciting, they do not like
lyrics matching the visuals as they liked an exciting story line which they could
work out when watching the video. This therefore made us decide to make our
artist have a punk edge to her that was a bit rebellious and we portrayed this
through the way she dressed such as black ripped jeans, studded tops. Due to our
video attracting more girls than boys we did not want to use the male gaze or
objectify our artist, we wanted her to be popular for her music and we found that
our target audience preferred this so even though had an edge to her she still did
not dress revealing. From using our mobile phones to get an insight into our target
audience we created a synthetic pop artist. Using a mobile phone ensured that
when were asking questions it was more personal and less formal and we could
stop and start the video whenever we needed too.

5. Internet
• The internet is the main research tool for any producer as it contains the
most information that is broad and detailed. We used the internet as a
research tool into genre and star image. We started looking at popular
artists such as Rihanna and Beyonce by looking at their websites, music
videos using the internet this enabled us to find out about all their music
and what their music is about it also gave us an insight into the way they
dress being synthetic pop artists. From doing this we decided that we
wanted to use the pop genre but with an edge so we looked for synthetic
artists with an edge such as PINK, Ke$ha and Avril Lavigne by looking at all
their music which is fun and upbeat we decided to use our song “Heres to
Never Growing Up”. We were really inspired by all of these artists as we
like the rebellious, youthful edge that they had and wanted our artist to be
similar yet attract a similar target audience of around 16-25 year olds.
From researching into these artists clothing using the internet on google
search engine, instagram to get inspiration on what they where, where
they perform and what type of people follow them. We decided that the
star image of our artist would be a synthetic pop artist with a rebellious,
punk edge to her.

6. Our Artist – Lola
Banks

7. Internet for Location
• In order to find a suitable location for our video where we could
have a fun video yet give it a punk edge we used to internet to
research into the best locations for this, So we research into artists
who were similar to ours such as Ke$ha and PINK into what
locations they used for their videos, Ke$ha used a house for one of
her videos to create a party scene for her song Tik Tok. We really
liked this idea so we decided to create a party in my kitchen with
party poppers, fake shots, but decided to give it a childlike theme.
Through looking at Sigalas video on the internet we wanted to have
grafitti walls so we looked up where were the best graffiti walls in
London, the internet was extremely useful in helping us find the
nearest one to us and the best place to film in order to give our
video rebellious edge. Furthermore, when we decided our theme of
being forever young and a pop genre with a performance element
we used to internet to find bouncy castle companies who would
come to where we were and the best ones.

9. Animatic
• To film our animatic we used a Sony camera, we drew out
what we wanted shot by shot roughly and the lyrics
underneath and second by second how long the shot would
last for. We then used youtube to put the music in the back
ground and we moved the camera to the next box each
time the shot changed. This was more advanced than AS as
at AS the animatic did not have a narrative behind it and
did not have to be in time, we did not have to film anything
it was just simply drawings of what would be in each shot.
This makes A2 more creative than AS as we were using a
more complex camera and we were creating a music video
using pictures so it required more skill such as keeping the
music in time with the visuals.

10. Filming
• When filming our music video, we used a Sony FS 100 camera
which was more advanced than AS as it had prime lenses for
different shots. 18mm for super wide shots to expose the location
for example the bouncy castle or the kitchen where the party scene
was set up. It had a 50mm lens for close ups as its most flattering
for the star image as it showed her clothing, makeup closely and
showed her emotion having fun. Also for AS we filmed at school so
we had all the equipment around us and props for when we needed
it and help if it was needed. For A2 we filmed in our own location
this allowed us to be more creative but also its more advanced due
to all different lightings to film in, and allows you to have a wider
range of shots such as more tracking shots showing the artist and
the location. Moreover we were more advanced at A2 as we had to
film in time with the music as well as having a performance
element to our video, having a more advanced camera allowed us
to do this.

12. Editing
• At A2 our editing was more advanced, this was because it followed a more
complicated set of discontinuity rules. Including slow motion we used slow
motion when our artist Lola was laughing to emphasize her emotion of
being happy and never wanting to grow up, we cut to the beat to reinforce
the rhythm of the song this is more advanced than AS as we had to cut the
shots to the milli second of the song to ensure it was completely in time,
the song was upbeat so the audience would be a young audience who
would enjoy a song like this. Another reason why our editing was more
advanced at A2 is because we used a split screen, this was to enhance our
artists star image and further show her location. Due to our song being
fun and lively and our video the same we used color correcting which we
did not use at AS this was to make the artists makeup pop and become
eye catching, as well as the location such as the graffiti walls and the
bouncy castles, colors are important for an upbeat video. We also used
voice overs for special effects, for example when there was a swear word
we put the sound of a car horn over it, for the effect of it being a young
video. This is more advanced than A2 because throughout editing it was to
emphasize our artists star image.

13. Audience Feedback
• Audience feedback was extremely important in the production and
post- production of our music video as it allowed us to see where
we were going wrong and what we could improve. One way in
which we received audience feedback was through surveys using
Survey Monkey, we received really good feedback from this but also
received feedback that could help us improve such as a wider
variety of shots in our video as some people in our audience found
it too repetitive so we went to a different location which was in
Camden therefore gave a variety to our video, also we got told to
make the font on the digi-pak more bold so we did that and it made
it more eye- catching. This was useful as it helped us see what our
audience would enjoy watching and what would they would want
too see on a website and digi-pak.

14. Digi-paks
• We had to create a digi-pak for our own artist so we
looked into digi-paks of artists similar to ours such as
Tori Kelly, Ke$ha, Pink to see how they sell their
music. We did this by brainstorming all of the artists
and their albums then using google search engine to
find their album covers and analyse them based on
color, pictures, font and what the digi-pak is trying
show. We were much more creative this year in as
we could manipulate images using photo shop. For
example, changing the background, cutting the artist
out, defining her makeup to make the cover more
eye- catching for an audience and manipulating
fonts.

16. Websites
• We researched into different pop artists websites such
as Avril Lavigne, Ariana Grande, Ke$ha, Pixie Lott. This
was to gain inspiration for our own website. We saw
that most artists had pictures of themselves on the
front of the website their star image, also font is
important to make the website eye catching. To create
our website we used Wix, using Wix we learnt how to
manipulate images and make them fit into your
website which is advanced from A2, such as editing
them to make them fit with the theme of the website,
create a merchandise page so spread the word of an
artist, use different fonts

18. Spread the word
• Using our website we were able to connect it
to other technologies such social media sites
e.g insta-gram, twitter, tumblr, facebook,
Youtube. This is create spreadability of our
artist and ensure she collects a fan base and
people can see what she enjoys and where
she is going to be performing.