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Evaluation Question 4
How did you use new technologies in
the construction and research,
planning and evaluation stages?

2. In the role of director I was able to become accustomed to using the Canon EOS DSLR 650d camera. I
learnt various settings that it possessed such as changing focus, zoom, aperture, ISO and shutter
speed.
Whilst using this piece of equipment I was able to apply my knowledge of framing and rule of thirds,
in addition I could manipulate the positioning of the camera in order to create desired angles which
would produce desired shots.
Construction – Role as director
(Left)Use of rule of thirds
Utilizing all these techniques and uses of
the camera I was able to create a media
product that adhered to forms and
conventions of the genre in order to make
the music video appear as if it could
belong in the grime genre. Typically the
artists in grime music videos are the
central focus and are therefore positioned
centrally in the rule of thirds.

3. Construction – Role as a director
As I felt it was important to empower the characters throughout the
video I made sure that a collection of shots were low-angle shots. This
is a prime example of one, taken on some stairs in a car park nearby
Ealing Broadway high street, the camera was fixed on a tripod whilst
facing up at the artists to achieve the desired shot.
Lighting was something that we had to really consider when
filming, when filming during the day time minimum assistance of
lighting was needed and therefore we filmed using a lower setting
of ISO and during the evening and later at night the ISO was
increased to up to 800. If we had gone up to 1600 we knew that
noise would have become a problem.

4. In the post production process of our final media product I used Final Cut Pro on the Apple
imac computers. Final Cut Pro was used to cut, splice and manipulate clips that we had
previously captured during filming. Editing was an essential part of constructing a media
product that looked authentic in the grime genre, my video included edits such as slow-motion
and fast-motion, dissolve and fade transitions. I was conscious not to use too many different
transitions but to instead keep it to a minimum as I felt having a wide array would have
diminished the overall quality of the video as they wouldn’t have made the edits look pre-
determined and planned but more so sporadic.
Editing

5. Magazine Advert/ Digipak
Photoshop was used in order to help us edit the digipak and the magazine
ad. It was an effective tool for editing the poster as it allowed us to add texts
and logos to the photos we had taken from our photo shoots, these edits
helped the finish product look more genuine as a real media text. Luckily the
photos we had taken were of a good quality and we didn’t have to adjust
brightness or saturation of the picture however once the photos were
tweaked and polished in photo shop we had the luxury of choosing from
which one we thought was the better, we used audience feedback to help as
gauge which one we should go with.

6. Photoshop was also used to help create the visuals for the digipak.
The pictures were taken during our series of shoots with the
Canon DSLR 650d camera before being edited where we added a
black and white filter, logos and titles in order to make the product
appear more professional. Audience feedback was once again an
important part of this process, as we heeded their advice regarding
what affects and visuals to choose from.
Magazine Advert/ Digipak

7. First we had to set out to find unsigned artists that we could work with or who would
be willing to give us permission to use they’re music. Having access to the internet
where we could network with artists on social media through apps such as Snapchat
and also explore previous work by each unsigned artist was a bonus. SoundCloud was
a great tool in allowing us to decide upon which song, artist and genre we would prefer
to use. We initially came up with a shortlist of 3 artists including J.Antz, Woddy Green
and T-Dollars (in association with Arkitect).
A great deal of my research was through revising past examples of media products on
video streaming sites such as Youtube, with my genre of music being relatively young it
held a great deal of content of which captured the early stages of grime music,
including videos with interviews with grime artists such as Kano and Wiley as well as
rare footage of artists such as these two battling in cyphers and rap battles.
Research

8. Youtube also has the advantage of being the primary source of content being released by
grime artists both new and old. With channels such as Link Up TV and GRM Daily it is
easy to see the rise of up and coming young artists as well as the latest videos of
established ones, being exposed to this content really helped me learn about the culture
as a whole.
After initial research was conducted I was able to gather audience research regarding
genre by collecting data and plotting it in graph format by using Microsoft PowerPoint,
in addition I was able to record audience feedback and focus groups as means of
research. I was able to capture feedback in this format by utilising Photo Booth on the
Apple imac computers, as editing wasn’t necessarily required these files were simply
uploaded straight from Photo Booth to Youtube.
Research

9. The animatic was a crucial part of the planning process for our final media product. The
animatic helped us fully plot the narrative of our video, as we received feedback it aided us to
gauge how long each scene would be as well as the order of each scene we want to include.
I felt that storyboarding was extremely important to our group specifically as we had to
carefully plan the intro and how we would incorporate this or transition to the start of the main
audio. Because we started with an intro we knew from planning that we needed to edit the
audio and we did this by creating a loop of the instrumental by using Garage Band.
Planning

10. For all of my evaluation tasks through one until four I utilized a variety of different new
technologies in order to answer and present my answers regarding forms and
conventions, ancillary texts, audience feedback and production.
1) I created a SlideShare for evaluation question one in order to present forms and conventions of
the grime genre in areas such as audience and then more specifically to grime music videos with
props and costume that are commonly seen. I plotted most of the rest of the evaluation using
Blogger to directly write and post, I used GIF’s as a means of comparing my music video to
already existing ones whilst showing how we developed or challenged conventions through
narrative, locations, editing etc.
2) For evaluation two I made a Prezi. The Prezi was effective as it allowed me to compare both my
main product and ancillary texts, whilst displaying how they each develop each other. I was able
to add images as well as texts along with the video content of my main music video.
Evaluation

11. 3) For this question I used SoundCloud in order to record commentary of
me speaking of how we came to shape our final products thanks to
audience feedback, I recorded my commentary over two instrumental
tracks as I felt a five minute video of me simply talking would grow rather
tedious. Microsoft PowerPoint was useful as I was able to plot a graph of
audience research which displayed the most popular genres of music
amongst a potential demographic. I also posted videos of audiences giving
feedback regarding each of our products which was captured using Photo
Booth, these videos were embedded via Youtube.
4) I made a SlideShare by creating a Microsoft PowerPoint presentation
before transferring it for evaluation question four. I included texts as well as
images to talk about and analyze stages of production including planning
and research as well as construction.
Evaluation