1. In preparation of making my ROCKmusic video I researched intomany different styles of musicgenre and the typical HIP HOPconventions conveyed withintheir videos. This helped me get RNBa clear idea of what should be INDIEincluded into the production of FOLK ACOUSTICSOULmine. I decided upon the genre ofPOPsoul/RNB and chose the songClown by Emeli Sande. I feltthat this song was rather Soul music is a popular musicreflective so therefore had genre that originated in the UnitedStates in the 1950s and early 1960s,potential for many differentcombining elements of Africancamera shots and editing of American gospel music and rhythmwhich I could experiment with.and blues.

2. I chose to edit the whole of my music video in sepia to enable the emotion of thesong to be expressed through this reflective tone as soul artists tend to show theirpassion through their performance so therefore by using this effect I felt that thefocus would be more on the artist and movement of the shot (as ittakes the distraction away from all the colour.) The use of this effect issimilar to the black and white effect used by other artists influenced by soulmusic for example Adele someone like you , Ed Sheeran A team and BeyonceIf I were a boy. These songs contain emotional lyrics and are slow in temposimilar to that of clown. 3. I also used slow editing to sync with the slow tempo of the song which again isa typical convention used in soul music videos. However I also used fast editingcuts to add pace to the video itself as I felt that it would also add to theemotional depth of the song and add to the climax as it contrasts with the slowmotion editing. This stereotypically goes against most soul music videos as theytend to use just slow motion editing . So here I have combined the element offast motion editing which is reflective of the conventions used in pop and indiegenre music videos. Therefore I have combined different conventions into mymusic video from different styles of music thus potentially broadening theviewing audience. When researching into different music videos I found that ithas become more common for music videos to contain different elements fromdifferent genres, this post modernism has influenced my music video sotherefore I feel it appeals to todays audiences. 4. However I did go against the stereotypical narrative used within soul/RnB music videos.They tend to have an intense meaningful storyline however I went against this anddecided to make mine more abstract by enhancing the emotion of the lyrics through thenatural rural location settings of my clips. The use of these woodland settings are similarto those in Taylor Swifts music video safe and sound which help portray the artist asvulnerable which I felt worked well with the concept of the lyrics to the song I chose.Taylor swift is a country/pop artist so again this shows how I have used a variety ofdifferent conventions from different genres.Originally when constructing my musicvideo ( particularly when analysing thelyrics) I did come up with a story linetype narrative as you can see in myplanning story board process. I thoughtthat I would reflect my artists careerjourney to get to where she is byshowing the artist at a piano and thenhaving flashbacks to her metaphoricallygoing on a journey. However afterfilming all my clips I felt when editingthat the video best suited a nonnarrative linear so did not include someof my filming into the final edit. 5. I feel that My ancillary tasks combine well with my musicvideo through the style used. I feel that a huge part of thisis down to the mis en scene elements of the photos usedas they link in well with those used in my music video asthe floral dress she wears in the ancillary task images isthe same dress of which she wears in one of the musicvideo clips ( the bridge) The editing of the photos againwere mainly black & white or sepia so therefore linkedwith the editing of the music video itself. However forone of the advertisement tasks I did decide upon using amulticoloured effect, this however was in order for theadvertisement to stand out as is its purpose. Thoughalthough this doesnt link in with the colouring of the restof my products it is still cohesive as it uses the sameimage as the image I used for the front cover of mydigipak. I also used two consistent fonts throughout myancillary tasks being TIMESNEWROMAN andELRONETMONOSPACE to show a coherent theme runningthrough my products to make them proficient andsynchronise well in order to be a successful package. 6. Throughout producing my music video and ancillary tasks I was constantly seeking audience feedback in order to get constructivecriticism and improve the final outcome. I gathered a lot of feedback through online surveys as well as posting my products onto mysocial networking accounts such as face book and twitter to gain responses from my friends and followers. I went round school andfilmed my peers and teachers giving feedback to my music video draft, this was useful as I was able to go back and refer to it. I also setup a youtube account so I could upload my music video and video clips for easy access, I then tagged my work to enable anonymouspeople on youtube to also give me feedback. This wide range of feedback was very successful as many different opinions were raisedso therefore I had many different ideas of what I had to work on and it also encouraged me on what I had done well. The use of socialnetworking was particularly helpful as I was able to reach out to my specific target audience. A lot of my feedback was very positivefor example a lot of people stated that they liked the non linear structure through the use of rural location and transitions and manystated that they enjoyed the mis en scene elements alongside the sepia effect. The most picked up on criticism was the lip syncing andthat some of the clips were quite out of sync. This I was able to work on however I still feel that I could have improved this further. Ialso added in more clips into my music video and added fast motion editing into some, as this was also suggested in audiencefeedback to make my music video more interesting. The use of audience feedback gave me an insight into what my target audiencewanted, particularly through the surveys I handed out for the production of my ancillary tasks. I feel that it has helped my confidenceas the producer as it has proven very helpful to have someone elses point of view rather than just my own leading me to pay moreattention to detail. 7. I used many different mediums of media technology throughout the process of mycoursework construction of which link in with the concept of web 2.0 and how technologiesare so advanced and accessible.Primarily I began by creating a blog on Eblogger ( Google BlogSpot) to present all myresearch, planning and final produce. I did all my researching via Google search engine andWikipedia as well as YouTube. YouTube was a very important component of my courseworkas I used it for research, uploading my videos and for feedback. I used tags so that my videowould come up in related subject searches on YouTube. I also used social networking such as face book and twitter to gain feedback as well as topromote my music video and blog to get more followers. In terms of planning and formatresearch I used different Microsoft office softwares such as PowerPoint, word and excel topresent my work.For my ancillary tasks I used Adobe Photoshop and indesign to create the final outcomes. Toedit the photographs I took for these tasks I used different editing softwares such as Picasa3along side Photoshop and iphone 5 apps. By using these different programmes I was able toexperiment with many different effects to enhance the contrast and quality of my photos.When creating my actual music video I used a combination of softwares such as imovie,Adobe Premiere pro and windows movie maker. Again by using more than one software I wasable to experiment more with the effects and transitions. . When stuck on how to use certainprogrammes I was able to research tutorials online and broaden my technique.To film and take photographs for my final outcome I used my iphone 5 camera so therefore Iwas restricted to high quality filming as I didnt have access to proper filming gear. Never theless I was able to develop on my AS knowledge of different softwares that are used in theprofessional industry and have definitely learnt a lot from this project.