1. Evaluation
By Nosa Iredia

2. 1. In what ways do your media products use, develop
or challenge forms and conventions of real media
products?
• These are some of the conventions of Euro
dance music.
Vocals-
The vocals are often very upbeat and speak of love and peace or of dancing and having a good time, and often
the lyrics are very limited to allow more time for the instrumental to stand out. Euro dance lyrics are almost
always sung in English, regardless of the artist's nationalities.
Percussion
The percussion is always done by synthesizers. Most Euro dance songs have a tempo of around 140 beats per
minute. Euro dance percussion is done most times with a bass drum and the sound is usually a thumping
sound, similar to knocking on a door in a 4/4 signature.
Melody
Almost all Euro dance music is melody-driven, they are usually done in minor keys unlike most pop
songs, which use major key melody because in pop songs the melody is the most important by far, while in
most Euro dance, the instrumental is meant to stand out a lot more.

3. Euro Dance videos codes and
conventions
There are large groups of people dancing to the song or it
focuses on them just before they go out as well, but it is usually
based around party going people.
There are either a lot of lights when people dance or the video
itself is infested with aluminous lighting in a relatively dark place
that shows the lights off even more when they dance. This
obviously is to add to the atmosphere of dancing in a club.
When they are just talking the lighting is usually at a darker level.
This is to highlight that the dancing is the enjoyment that brings
out the light as well as using the darker lighting of one scene, to
make another scene with lighter lighting stand out.

4. How My video and song choice
develops these conventions
• Song- My song is called “Be Free” it is by the artist, who is not an English speaking artist but sings his song in English. Also the
lyrics to the song are limited to a short chorus that comes up twice in the song.
• The melody is in a minor key to have the instrumental and beat stand out more. The beat itself is percussion played to a 4/4 rhythm.
In this, I have started to
Video-In my video there is plenty of dancing in it. sing along to the lyrics and
dance, so the lighting is
brighter
I had different scenes that showed me
dancing and me looking for my clothes. In
the scene with me only looking for my
clothes to wear has a dark lighting, to the
point that you can’t see my face.
My video challenges these conventions because I am dancing on my
own at home whereas the usual would be with various others.

5. My advert and Digipak
• Digipak The album cover
sticks to usual
The head phones codes and
are used in the conventions of a
album twice to club dance album
show that this is cover. The image is
my symbol. Also simple, headphon
the two fonts or es that shine on a
Heavy Loud Edge dull background.
and Impact are To show that the
two fonts that I headphones are
downloaded and the reason for
use in my Advert being free and
as well as this. ending the
This is also a way monotony and
of differentiating dullness the
myself from background
other artists. A shows.
lot of Euro Dance
artists don’t have Most euro dance
a particular album covers are
symbol or font quite simple but
style other than effective to
the font that is portray the
used in their message
names.

6. The image here is
again being used as
my image and
symbol, something a I have added quotes
lot of other artist’s from critics that are
don’t. known for criticising my
type of music.
This is to show that I
have a target audience
of Euro dance listeners
who are fairly
young, and that I am
aiming towards them by
posting quotes from
these particular critics
The
Facebook, Twitter
and YouTube
emblems show how
I am expanding into
the internet to
further my career.
This is something
that has become
the norm over the
past few years.

7. 2. How effective is the combination of your
main product and ancillary product?
• The way I branded my artist is that I did not want there to be a face of my artist or
for my artist to be held in any light because of the face.
• There are Euro Dance artists who don’t really model in their work to a great
degree. For e.g. the instrumentalists behind the face of Cascada.
• To do this I created a symbol for my artist when making my advert and digipak
The image of the big
headphones helps to
create the image of
my artist being more
of a DJ than a Pop-
like solo artist.
I also use my video to
help with this theme
that my artist doesn’t
want a face to
represent him, just
the music.

8. How my video helps this
The shots in my video of me playing the character are not very flattering to
the face, in most of the shots you can just about make out my face and what I
would look like.
This is because in the video, I am not meant to be the artist, I am just
someone who does the video. The artist is separate.
So in the shots the lighting is set to be darker, even in the brighter shots where
I’m singing and dancing.

9. 3. What have you learned from your
audience feedback?
• This was the audience feed back for my first
music video draft which is on my blog as well
as my response to the audience feedback for
my class
• http://nosaalex.blogspot.co.uk/2012/02/blog-
post_13.html

10. Music video
• For My music video first draft, I had a lot of shots from Tom
Cruise’s risky business. So the feedback helped me to make
sure that I didn’t make the crucial mistake of copyright
infringement.
• After the feedback, I was able to make the decision of why I
would have a lot of darker shots of my character, so you
would not notice his face as much because the face is not
supposed to matter.

11. Magazine Advert?
First draft Final draft
I received audience feedback for
my magazine advert. I received
more than a few points of
feedback, but the one that I took
in the most was that If I want my
artist to not be concerned with
the face then I should not have a
face on my magazine advert or at
least not a clear one.
Also I received feedback that I
should remove the quote that
says “Fastest selling dance-pop
album of the year”. This is
because the album was only
meant to be out fairly recently
and not a re-branding of an
already successful product.

12. First draft I received feedback for my Final Draft
digipak, and the main one
I took into consideration is
that it does not look like
anything a supposedly
cool artist would have as
images for a digipak. I was
told it seemed looked like
a children’s album.
I looked at this myself and
my thoughts were that it
was awful and needed
changing.
I also added a barcode
and trademark to my back
of album as well as
change the title of the
album to the title of my
music video song

13. 4. How Did you use technologies in the construction
and research, planning and evaluation stages
• Construction
• In construction of my Music video and ancillary products I
used technologies such as paint.net and Adobe premier 2.0
• I used paint.net from the beginning of the construction of my
ancillary products I had been using
paint.net to construct
my ancillary since the
first preliminary task to
the first draft front
cover of my digipak to
my final front cover of
my digipak.

14. This is how I
used paint.net
to add effects to
an image.
The final
digipak front
cover has a dull
background
with a
highlighted
image of the
headphones to
make them
stand out

15. Using Adobe Premier 2.0
• I used Adobe Premier 2.0 to construct my music video shots into the order
that I wanted and inserted the music to fit the shots accordingly. Before I
started to use Adobe Premier 2.0, I filmed the shots into the camera and
then added all the shots I had to my area and inserted them into Adobe
Premier 2.0.
• I made a first draft music video which I showed to my class and received
audience feedback for, after looking at the audience feedback, I made
certain changes to shots for e.g. Removing all the shots from Tom Cruise
film “Risky Business” and replaced it with shots of me doing similar dance
moves to it.
• Reading the audience feedback, which said I should make more shots
brighter, I then decided to make clearer the validation of my point in
having a lot of the shots dark. This was so that I can relate to the theme of
my artist not wanting the face to be so important as well as having the
shots with brighter lighting when I dance, meaning that the dancing brings
out the brightness, which is similar to many Euro dance videos.

16. Research and Planning
• For my research I have posted music videos on my blog.
• I have added my analysis of these videos, also how they
could inspire me in my video and what about them
makes them similar products.
• You can view these on my blog.
• http://nosaalex.blogspot.co.uk/
• I uploaded these videos from YouTube into my blog by
clicking upload from YouTube. It was very convenient as
this meant I didn’t have to go on to YouTube to embed it
into my blog, meaning I could also do this in
school, where YouTube is blocked.

17. This is how I
uploaded videos
from YouTube.
There was one
disadvantage to
doing this is school.
This was that you
could not view the
videos in school so
sometimes you’d find
that the videos aren’t
allowed in this
country for example

18. • I posted info of ancillary products like album
covers from Google images
Album covers like these where the inspiration for making my album
simple, with not too many colours flying about.
However unlike mine these covers have faces on them. I decided to make my
digipak simple but not to have faces to match the type of artist I am claiming
to be.

19. • When planning for my digipak and magazine advert I looked to download
a cool techno-like font to use. I found the font on the website
• http://www.dafont.com/
• This font I chose was called Heavy Loud edge and I used it for my artist
name (Beat Chaser) and song name(Be Free) on Paint.net

20. Evaluation
• For My Evaluation I used the PowerPoint
2010.
• This is because with PowerPoint It is easy to
paste links on here, similar to my blog.
• I have added screen shots of my Music
video, Digipak and Magazine Advert to aid my
Power point presentation.
• With PowerPoint I can easily post this on to
slideshare and share it on my blog.