1. A2 Media Production Gunna Dee Cash Blocker Saint Francis Xavier College A2 Media Production Jessica Asiedu Candidate Number: 9030

2. What genre should I chose? Planning “Genre can be defined as in patterns/forms/styles/structures which transcend individual art products and which supervise both their reading by audiences”- Ryall 1975. It was very difficult choosing a genre for my music video, as there is a wide variation to chose from such as Funky House, R&B and Rock. From my research, I conducted a questionnaire to my potential target audience. One of the most vital question was: “What type of music genre do you prefer. I discovered from my findings the high votes was geared towards R&B and Grime. Therefore I decided to the a combination of R&B and Grime. The feedback from my audience did influence by decision of choosing these particular genres. Also I felt that I was more comfortable doing these genres because I listen and watch music videos of R&B and Grime. I love the fact that my music video is a combination of the two genres because I can apply various of R&B and Grime coventions

3. Genres Research

4. Findings My target audience are consumers of music videos every day, it is a current trend to watch comptempory music videos Research

5. Research I used a range of methods such as primary and secondary research. I used a number of media technologies for research to Youtube to watching music videos on MTV Base. I conducted my own questionnaire surveys to find out my audience needs and wants. Research

6. What did my audience say? Research “I like music videos with a good storyline with bright colours” ” I like the new Rihanna and Drake’s music video. It was clear that my audience are consumers of contempory music as they listen to the likes of Rihanna. This reinforces the idea that they are up to date with the lastest videos.

7. Target Audience Profile Girls

8. What is Cash Blocker about? Gunna Dee is telling us the audience that he is intending the dump his girlfriend because she is constantly calling him which prevents him from making money. Gunna Dee reveals us the story. Therefore the music video is a consist of sequences of flashbacks. Music Video

9. Target Audience Profile Boys

10. In what ways could your video be promoted and distributed? Recently, I was watching R&B music videos on the mainsteam music video channels “MTV Base” and “Channel AKA” .Channel AKA is very popular music channel within my target audience.It is a music channel, focusing on playing upcoming UK urban/hip-hop music. Also, it shows basic home made videos made my artists.Channel AKA quotes from thier website “The aim of the channel was to highlight to the public, the raw and unsigned talent we have in the UK, and give them a platform from which they could perform” MTV Base focuses primarily on music world of R&B, Hip Hop, Reaggae, Soul and Urban. I would like my music video to be broadcasted on MTV Base and Channel AKA it a excellent sources of media to promote and distribute my media product. For my music video, I would promoted on the internet. As my target audience is accesible on internet, I intend to promote it on sites such as You Tube, Myspace, Facebook and Twitter. Especially I would twitter to promote my artist/music. Nowadays social networking are the main source of advertistment as it is easy to access and attracts mass audience. Majority use twitter to follow thier favourite artists and this is a good way to promote and advertised the video. Youtube is a video sharing website on which users and share videos. I intend to promote on videos on You Tube as it attracts millions of audience. It is easy to access. There will be URL and hyperlink of the music videos, this will enable the audience to share the link to social networking sites. Furthermore, Myspace supports lastest and upcoming music aritsts which enables you to share music and new videos. In conclusion, I intend to use different platforms such as TV and Internet to promote and distributed my media product.

11. Analysis Of a music video Research I analyzed music video of Dennis Ferrer “Hey Hey” which isR&B. The concept of the music video is similar to mine. I choose particular camera shots and editing features I found interesting. I may include some camera and editing shots in my music video. The storyline is interesting as the actress cheats on husband with another guy. · Tends to be black and white The artist is shown throughout the video Use of extreme close ups and long shots are popular Dark Locations Fast Paced Some use of speedy effects Close Up Shot shows the clip in a great detail, therefore the audience clearly knows what is happening. Low angle the shot places camera below the character (a girl), exaggerating her importance or suggesting an air of detachment. Close up are great to emphasise the object/artist. I think i’ll include these in my own music video. The use of props on the floor shows she is distress. The blur close up is interesting, as her emotion is unclear. This confuses the audience; this makes it more gripping to watch. Tracking involves itself being moved smoothly towards from the girl. I like the Tracking shot draws the audience closer. This produces an intense relationship with the subject; moving away tends to create emotional distance. I like the fact that there one male and female in the music videos. This will attract other sexes to the music video. The video has absorbed the ideology of “sex sells” as there is sexual references in the music video. Sex appeal can increase the effectiveness of music video because it attracts the customer’s attention. The use of mis en scene attracts both gender because the actors are dressed half naked which draws the audience’s attention.

12. Analysis Of a music video 2 The for my music video was RnB/grime so we took inspiration from RnB music videos.I research variety of music videos to get inspiration. I particular looked at the video “Ciara Featuring 50 Cent. The music video is quite similar to mine in terms of the storyline about relationships. In the director uses mis-en-scene very good. Ciara is dressed a bikini and shorts to appeal to the male gaze. Generic conventions of R&B music videos, girls are dressed in sexual way. In contrast, 50 Cent is dressed “cool” to appeal to both sexes female and male. Girls want to be with him and boys wants to be like him. 50 Cent is wearing expensive glasses and jewellery to reinforce he has money. This relates to my music video, as my target audience are inspirers. As they inspire to have money and possessions like singers/rappers in music video. In the middle of the music video, both of them are dressed naked. I suggested this technique is to appeal to both sexes. Furthermore, the props( mobile) are important in the video because it’s a way of communicating with each other. Research

13. Privacy Issues This is an email to the record label, Universal Records, requiring permission to use their song in my music video. It is important to do so because it avoids any legal issues concerning copyright infringement.

14. CD Covers

15. CD Covers Before designing my CD cover, I did various research on album covers from the same genre which is R&B/Grime. I wanted to find the generic conventions of contemporary CD covers and to gain inspiration . I analyse the use of images, fonts and colours of the covers. I discovered that the majority of the CD covers include huge image of the artist. I have noticed that the vast majority of CD covers are self titled. The typical features of an album cover are usually the text on the front cover displaying the artist name. Usually if the artist has only recently come into the music industry, the text is much larger so that they gain recognition easily, whereas if it’s a well-known artist we normally see smaller writing as they will already be recognized by their appearance or logo. A lot of the time on album covers there is a photograph of the band, solo artist and occasionally their logo covering the whole of the cover, with the text complimenting the colors or style of the image.

16. 1st Draft Front Cover

17. Audience Feedback Audience feedback has helped me develop my digipack significantly in order to recieve constructive critcicism on how to improve it. 1. What do you like about my digipak design? 2. Are these any particular aspects of the design which you feel I need to improve? 3. After a first glance at the front cover, what genre of music immediately comes into mind? 4.What do you like about the cover?

18. Audience Feedback Quotes From the audience “It looks like a Grime album as it has the common convention of the label “Parental Advisory Explict Content”. “I like the vibrant colours!” “Immediately, I knew it was Grime because of how the artist looks for example his costume and the how he is posed in the picture.” “The theme is consistently use very well” “The artist’s picture should be in colour and I think you should use colour in your background” “I think the picture of the money is random”

19. Advertistment Analysis Here are several features to this advertisement that stand out and make it easily identifiable. The colors used play a very important role within capturing the audiences eye. They have used bold and vibrant colors to capture the consumers eye. The use of the black background makes the main artist ‘TinchyStryder’ become the main focus of the advert/Poster. They have included promotional phrases to emphasize the release of the single/ terms such as ‘Pre order now’ and ‘Txt Tinch to 78789’. The advert is color co-ordinated, this highlights a sense of organization and order. The matching of the clothing and accessories to the main color scheme creates an successful advert.

20. Advertisement Poster The colors used play a very important role within capturing the audiences eye. They have used bold and vibrant colors such as white, black and red to capture the consumers eye. The use of the “cash” to very important to the artist trademark and it is also to reinforce the album title and the smash hit single “Cash Blocker”. I used a picture of the dark alley to reinforce the genre because from researching the music videos. I discovered that all Grime video is quite grimey. I done this because the audience can identify it is a Grime genre. The logos of “Facebook”, “Twiter” and “I Tunes” is show the audience where they can access the album.

21. Final Piece

22. Narrative Whether or not music tells a story has been quite the topic of debate in class. However, assuming that music with words can indeed be considered narrative (which I think at this point, it is safe to assume), a natural question comes to light.What of music videos? Can they be considered part of the same narrative text? Are they paratext? Are they essential parts of the narrative text without which the story of the song isn’t complete? Sure, some videos simply add to the song, extending the song’s narrative, and illustrating what was previously only words, but then there are songs that take on an entirely different meaning when viewed with the video. Occasionally, one might even encounter a music video that has absolutely nothing to do (or very little to do) with the song.

23. Market Research Research For my market research, I conducted a questionnaire to find out my audience’s needs and wants in a comptempary music videos. I asked 35 people to fill out my questionnaire. The most important question was “What type of music do you listen to?” The majority said R&B this information influence me to pick R&B as the genre of my music video. Most people said they prefer a simple music video which they can remember and sing a long to. Majority of people want more conceptual narrative rather than a performance. Most people prefer the artist/ bad is the one featured in the narrative in the videos. Many music videos, the video of the song have connotations that can be associated with the title.responded to this brief by making a short questionnaire to open for anyone who is interested in music videos to pick up. here were my findings from this questionnaire: 50% of the people interested in taking my questionnaire about music videos were female, so the female/male divide is roughly half and half most of the people who took my quiz circled the 16-20 box, so my target age group is 16 to 20 year olds the majority of people said that they watched music video about once a week to once a month the majority voted for R&b as their favourite genre I am aware of my target audiene’s favourite genre is R&B but I wanted to put a combination of Grime. I felt that Grime is slowly declining in the British Mainsteam. Therefore I wanted to remind my audience that Grime still exists.

24. How did you use new media technologies in the construction and research, planning and evaluation? I used a range of media technologies throughout every stage of my A2 Media Production Coursework. Internet was significant technolgy I use. Using Internet was key source of contemporary media information which I use of specialist search-engines to find music information Internet was very useful in terms of from researching music video. To track my progress and finding and to record my creative and decision making, I use the blog website “Tumblr”. These are media technologies I used:

25. Media Technologies Google was most useful media technologies I used. I used Google Images a lot to find pictures of digipaks and advertisements. Tumblr is a mircrobloggering platform that allows users to post text, images, videos, links, quotes and audio to their tumblelog, a short-form blog. Users can follow other users, or choose to make their tumblelog private. - Source From Wikipedia Youtube enables me to researching and analyse old and current music videos, it helped to find inspiration.Youtube is a video sharing website that allows you to upload your own videos and view others’. During our research, we looked at music videos on youtube from different genres until we settled on RnB. Youtube was also useful for us during our planning stage as it’s the website we used to look at videos where we can get inspiration and hopefully apply some aspects to ours. For my music video we used a lot of media technologies one of the main technologies I used was a brand new state of the art video camera while making, planning, evaluation and researching for our music video. The video cameras where very helpful in the planning stages of my video especially for my animatic. They were also helpful in filming extra things such as questionnaires for research. Using these Cameras we were able to zoom in and out to make close ups of the artist and make high quality video clips