The document discusses how new media technologies were used at various stages of creating a music video. Final Cut Pro and Photoshop were used for editing the video and designing promotional materials. Research was conducted online using Google, YouTube, and Facebook to inform creative decisions, get feedback from audiences, and plan construction of the video.

1. The Music video
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2. In what ways does your media product use, develop or challenge forms and
conventions of real media products?
Codes and conventions are a firm set of rules. These
rules allow the audience to become familiar with a
certain genre as they become adapted to seeing certain
things.
Andrew Goodwin has identified six key aspects of
music videos that the audience should look out for. His
theory would be one of the main things which has
made my music video successful within it’s genre.
These are his six key aspects of music videos;
1. GENRE CHARACTERISTICS (Related style and
iconography present)
2. RELATIONSHIP BETWEEN LYRICS AND VISUALS
(Visuals illustrating, amplifying or contradicting
lyrics)
3. RELATIONSHIP BETWEEN MUSIC AND VISUALS
(The visuals illustrating, amplifying or contradicting
the music)
4. DEMANDS OF THE RECORD LABEL (Multiple close-
ups of the main artist or vocalist)
5. REFERENCE TO NOTION OF LOOKING VOYERUSTIC
TREATMENT (Voyeurism plays a major
part, especially in relation to females)
6. INTER-TEXTUAL REFERENCE (Inter-textual
references to other media such as films)
To be able to explain the ways that my media product
uses, develops or challenges forms and conventions of real
media products I am going to go through all of the six
Goodwin's key aspects.

3. 1. GENRE CHARACTERISTICS (Related style and iconography present)
I have picked out all of the genre characteristics out of my
music video which identify the genre of experimental music;
•Projections: I have projected images on to a wall of the
song lyrics as well as silhouettes of butterflies. This I believe
identifies experimental music quite well as it looks very
unique and has not been used in many videos. The black
butterflies represent the artists feelings and I believe that
they link in with the artist very well. Due to them being
projected onto the artist herself they become as one, and
that is what makes it work so well.
•Torch: Using a torch represents the little hope left within
the artist. This also works well as a genre characteristics as
it represents the feelings of the artist. I have been inspired
by a Danish experimental artist ‘Oh Land’, as I have seen the
uses of the torch in her ‘Heavy eyes’ music video. I believe
that it is a very simple but effective technique as it gives
everything a mysterious effect.
• Layering: I have layered two video clips together which
both can be viewed at the same time. This has created a
very unique and interesting effect as they both get viewed
as one, which is slightly confusing. This may also mean that
it has a double meaning. This I have not seen anywhere else
yet which represents experimental music.
• Pen tablet: To start of my music video I have used a
scruffy drawing of the artist looking in the mirror by using
pen tablet. This shows how the artist sees herself when she
looks in the mirror. Not only it has a deep meaning behind it
but to me it’s a strong introduction to the song as it is quite
exclusive.

4. •Heavy eye make up: The heavy run down eye make up to
me represents experimenting. This is because it is over the
top and has been made by using water colours. It also fits in
with the genre well due to it representing the artists
feelings.
• A white dress: The white dress could be classed as
something that would fit into experimental genre as it does
not fit in with the make up. The dress shows the opposite of
the girls feelings, which could represent what she used to
be before. However, it could also mean that she feels like a
ghost as she cannot deal with herself, which tells us that she
is not inside her anymore/ trying to get away from herself.
•Dark shots: Whilst watching videos of Bjork, Oh Land and
Jeffree Star I have noticed that most of their shots are
rather dark, and this is where my music video fits in very
well as it is mostly dark, showing what reality really is for
some people.
•Surrealism: Many of my shots look very surreal which gives
my music video the genre of experimental straight away.
This could be proved by again looking at the three artists
names which I have previously spoke about.

5. 2. RELATIONSHIP BETWEEN LYRICS AND VISUALS (Visuals illustrating, amplifying or contradicting lyrics)
‘Fall Foliage’ does not include that many lyrics within the
song, however I have managed to get many shots which
relate with the lyrics;
•Lip singing: The lip singing at the very beginning of the
music video is of the artist singing in the mirror. This lets the
audience know that she is singing about her self.
•Projections: The projections of the lyrics relate to the lyrics
as the lyrics are actually being projected on to the wall. The
body language of the artist also reflects the lyrics, as she
acts them out how she is feeling.
•Scratching a mirror: ‘One sear scratch is’ the artist
scratches the mirror showing anger in her self whilst
relating to the lyrics.
•Laying on a mirror: ‘Lying in the door’ this line fits in with
the visuals but not completely. It only fits in with the first
word. Once again relating to the artist also, showing that
she does not want to look at her self.
•Falling in a pile of pillows: ‘Falling on the floor’ the artist
falls into a pile of pillows. This shows her imagination, which
is her being happy. The pillows represent heaven like place
and are a softer side to the word floor.
•Forest: ‘We’ll never find us again’ the artist is running away
into a dark forest, relating to the lyrics as she thinks that if
she runs away into a dark big place she will not be found.
I believe that if I have not related the lyrics and the visuals
the way I have the story line would have been rather
confusing and would not work out.

6. 3. RELATIONSHIP BETWEEN MUSIC AND VISUALS (The visuals illustrating, amplifying or contradicting the music)
Due to my chosen song mainly being instrumental I had to
adapt to it. And to do this I have related the music with the
visuals quite thoroughly.
• Scratching: I have made the scratching of the mirror slow
motion for it to flow with the music. This relates very well
with the music and creates something mysterious.
•Falling into pillows: I have used the same slow motion
effect for the pillow scene for the same reason of the video
to flow.
•Pictures in the pillows: the photos of the artist laying in the
pillows change with the instrumental piano music.
•Dark photos: There are photos of the artist being all over
the place, they go in the rhythm of the piano which I believe
that fits in very well, due to piano music being quite
emotional.
•Smashing the mirror: As the footage of the artist smashing
the mirror appear the music changes into dramatic
music, which builds up tension and mystery.
•Spinning: As the artist spins around in front of the mirrors
the music flows with the slow motion effect.
•Laughing: as the music gets more edgy towards the end we
can see the artist walking on broken pieces of a mirror and
after that a scene of her laughing i slow motion fits in very
well with the music.

7. 4. DEMANDS OF THE RECORD LABEL (Multiple close-ups of the main artist or vocalist)
Due to my music video being about the artist it was not
hard to follow this rule. All of my shots include clear images
of the artist, which means she can be recognisable easily.
These are my favourite multiple close-ups of the artist:

8. 1. REFERENCE TO NOTION OF LOOKING VOYERUSTIC TREATMENT (Voyeurism plays a major part, especially in relation to females)
Notion of looking has played a
huge part in my music video.
This can be seen very often in
my music video, because the
song is about the artist being
unhappy about herself. Meaning
that her looking at herself
should be one of the reasons she
is unhappy.
I have used many mirrors of the
artist looking at her self, as the
whole idea of using the mirrors
was to show who the song is
about.

9. 1. INTER-TEXTUAL REFERENCE (Inter-textual references to other media such as films)
Without any intention my
whole music video has
came out looking like a
horror movie. One of the
main movies that this could
be referenced to would be
the film names the same as
my artist ‘The grudge’. The
white dress and the
darkness of my video very
much reminds me of this
movie.

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

11. Making my digipack I have wanted to put
the genre of the artists’ music
across, which meant uniqueness. I have
also wanted to let the audience know
what the album is all about and this
meant me making the digipac a reflective
of the songs within the album.
So, to do that I have used all of the
images from the video, as ‘Fall foliage’ is
the main song of the album. Making it
unique I have been inspired by
Sagmeister. I have cut out the pieces of
the face from the front cover, making it
look like a broken mirror.
The front of the digipack is the most
important feature within the digipac as it
is an introduction to the audience. This
means that it has to be very attractive to
draw people’s attention.

12. The same story goes to making a
promotional poster, for the album to sell.
The poster has to be extra attractive due
to only one image being used.
I have used a photo from my music video
once again, because of the same reasons.
However, I did not use the same front
image. This time I have used a photo of
the artist lying on the mirror, as this lets
the audience know what the album may
be about. I could not use the same image
as the digipack front cover, due to it
being too simple.
If I have used the same technique of the
cut outs on the poster it would have not
worked that well, as the poster is not
hand held. Due to the digipac being hand
held, the audience are able to feel the
cut outs and feel the uniqueness.

13. I believe that the combination of my
main product and ancillary texts is
very effective as all of the images
used for my ancillary texts have been
taken from the music video.
I also find it effective due to ‘Fall
Foliage’ being the main song of the
album. This means that it not only it
introduces the album but the main
song also.
I am also pleased with the fact of
giving away the experimental
genre, for people who are interested
in this type of genre both my poster
and my digipac would be familiar
and easy to spot. Overall, all three
tie in together extremely well.

14. What have you learned from your audience feedback?
Through the process of making I have constantly been reflecting, revising and adapting the
feedback received from the audience. There is no doubt about the audience being in control
of my music video constantly, due to me having to appeal to them. As I have constantly
thought about the audience I have not received as much feedback for improvement.
However, the feedback which I have received I have always taken into consideration.
Some of my most memorable feedback would be from the older generation as they are
more experienced and would not be scared to criticize my ideas. However, due to my music
video appealing to a wide range age group I have tried my hardest to get as much feedback
as I could from all the age generations. My very first way of achieving feedback would have
been by me making a questionnaire to give out to everyone. The feedback received has
mostly been good feedback, which I was very pleased with.

15. The audience have taught me a lot, such as
reducing the length of some shots as viewing
long shots can get boring. Also, I have re-shot
quite a lot of shots to make them fit in
perfectly with my video.
My most successful change has been adding
the suicide bath scene which was
recommended by one of the students in my
class. I believe that it fits in perfectly and that
the story line has extended in a more
interesting way.
I have also taken into consideration the fact
that the very first shot of the artist singing as
way too long, looking back at the feedback it
has also improved my video due to me adding
shots of the artist going all over the place
between the singing shots. This has made it
clearer that the artist does not know where
she stands with herself and that she is all over
the place. Things that have also been improved
by the influence of the audience were
changing the order of some shots due to minor
confusion.

16. To gain constant feedback from all different
age groups I have used a networking website
Facebook. This has let lots of different people
feedback their thoughts and changes that
could be made freely. More than half of the
comments were positive, and no changes
have been made after the feedback has been
received.
I have learned that feedback from the
audience is one of the main things that could
improve things in line of everything not just a
music video. I believe that feedback from
others is a way to perfection and it has helped
me get to where I am now, and that is a
thoroughly good music video which I
personally am pleased with, thanks to others
opinions.

17. How did you use new media technologies
in the construction and research, planning In terms of construction I have used Final Cut pro for editing
and evaluation stages? my music video. This new technology was quite hard to get
the hang of, but once I got used to it, I managed to
successfully create my music video. Within this process, I
have learnt many new things, which were very useful for my
music video.
Speaking of construction, I have also used other technologies
which have helped me to get everything the way I have
wanted it to. One of these things were to get the lip singing
right. For this achievement I used my mobile phone to play
the track whilst filming. Using my phone was a very good idea
as I have managed to get the lip singing right the first time
which I was rather proud of. This has also made my life much
easier as I could get it done quickly and out of the
way, letting me move on to the making of the rest of the
video.
The obvious new technologies would be using flip cameras to
film my entire music video. With out the flip cameras my
music video would not have been made. I find them very
handy as they are easy to use and a reasonable size, which
allows easy access of moving to different locations. I also find
them very useful as the footage could be imported to the
Mac within a few minutes, saving me time to edit the video
together.

18. To create my digipac and poster I have
also used the new technologies. The main
program which I have used is Photoshop.
Due to me studying two art subjects I know
how to use it quite easily. However there is
always a lot more to find out and learn.
Photoshop is a very good program as it
allows you to feel free with whichever
move you want to make, from choosing
your texts, to editing own images, making
work look as professional as it can get.

19. Research and planning wise I have mostly used
the internet, this is because it holds a lot of
information about anything and everything.
Also, it is easy to use and takes less time than
books, meaning that I could get much more
research done in less time. I have used
google.com for most of my written research
and Youtube.com for all of the moving
research, such as examples of music videos.
Looking at other music videos has helped me
gain more initiative and greater ideas towards
my creation. To collect research on what the
audience have thought of my music video, also
known as feedback I have used a Networking
website ‘Facebook’, I believe that this way
many people would view it due to Facebook
being a very popular networking website which
gets used by every day.