Evaluation Conclusion

Evaluation Conclusion

Please view this document in full screen as it may not appear correctly otherwise as Scribd has issues with the displaying of certain fonts. 

Evaluation Part Four

How did you use media technologies in the construction and research, planning and evaluation stages?
Evaluation Part Four

View more presentations from nrus007

Final Cut on Prezi

As an individual, and as well as a group, we have found that social media is crucial in the process of creating a media text. Being a part of the Uses & Gratifications Theory, social interaction is swiftly becoming part of our daily lives. Especially in a technologically developed company, everybody in society can keep updated through the usage of advancing mobile platforms and the availability of fast and reliable connections. 

Social networks and video sharing sites, such as Facebook, Twitter and YouTube, can be used together in order to share something freely, and due to the nature of the internet it can become very popular very quickly. We have uploaded 

our final products onto all of these social networks, and received some useful feedback from those who have viewed them. Recognising the audience's need of social interaction, we including the Facebook and Twitter logos that would not only increase the connection between the artist and the audience, but it could allow him to become more popular due to said networks and technology. 

Evaluation Part Three

What have you learned from your audience feedback?

By completing an audience focus group, this has allowed our group to look back and reflect and what went well and what we ultimately would improve if we had the chance. Firstly, I'd like to talk about what went well. I feel that the shots in the music video always relate well to the pace of the music, and this was always something we wanted to utilise from the outset due to the varying pace of the song in places.

One of our favourite shots within the music video. 

In addition to this I feel our choice of locations fitted the narrative well, which is also something that I will come on to. The locations were varied from the inner city to parks and using a brick wall as a backdrop for example, and I believe this ultimately engages the audience a lot more. Furthermore, as it was commented upon within the focus group, I believe that the narrative is on the whole engaging also and ultimately the sense of mystery that is added to this         complements the music video as a whole. 


I also feel that the positioning of our shots and the ideas that we came up with were on occasion fantastic. There are a few shots, such as the shots within Green Park, that display both the character in a picturesque setting which I feel again makes the music video just that more interesting. However, there are a few elements which we now see that we could've improved upon, but this shouldn't detract from the professionalism of our final product.

One of the many shots that we used colour correction for,
to bring out certain colours and add to the attractiveness.

Some comments included the fact that we could've used colour correction a lot more. This is a fair comment, and perhaps it was something we could've experimented with but the colour correction that we did use brings out the colours in the footage without being too elaborate or noticeable, and I feel this was apt for a lot of our shots. Further constructive criticism came in the form of the performance footage.

Some have said that it looks out of place, but I feel that due to the instrumental nature of the song it fits in well it places; although admittedly it is true that it'd could've been featured more. Also, the monotonousness of the flashback footage was commented upon and although this was designed to highlight the relative monotonous nature of the character's life, and the sense of solitude that we wanted to convey. Ultimately, with the techniques we used to create Jack's image fulfils the Uses and Gratifications theory as it has the potential to provide not only a connection between him and the audience, but relation also.  

Although we are very happy with our final designs, it is perhaps true
that they don't fit together quite as well as they could. 

One convention that we wanted to avoid, but eventually
included; I feel our music video is better for it.

There were also some comments on our Digipak that we showed to the focus group beforehand. Upon analysis, we perhaps could've attempted to make the panels more relevant to each other, but I feel that they do link together in places. The quality and professionalism of the photographs was commented upon, and others have said how the simplicity of the panels adds to their effectiveness. 


To conclude, while I am happy with our final products, I admit that there areas that could've been improved upon analysis. These improvements would be just slight tweaks and not major overhauls to what I feel is a successful and effective music video and Digipak. The positive side of the focus group and the comments there praised the narrative and the portrayal of Jack, which fulfils the Uses and Gratifications Theory. I have learned that it is useful to analyse a piece of work constantly in order to ensure that the final product is the best it can be, and that to create a music video takes a lot of effort and perseverance and therefore it's good to reflect and perhaps change the way you work. 

Evaluation Part Two

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

A prominent example
of brand identity,
a recognisable brand
worldwide. 

To have both a 'house style' and 'brand identity' is important when creating multiple media products is important as it serves as a recognition tool for the audience. An example of a successful creation of brand identity comes in the form of the most successful brands in the world, as virtually the whole world could recognise the Coca Cola or McDonald's logos for example. We made sure we utilised his technique of allowing the audience to recognise and relate to not only the products but the characters depicted by using clothing, typography and colour in order to create an image that the audience could relate to. 




Firstly, we have created a 'brand indentity' within our music video by ensuring that Jack our protagonist wore a very popular clothing brand for people his age throughout. This could immediately allow an audience member, who may wear the same clothing for example, to relate with Jack and therefore become more engaged in the music video and its narrative. In addition to this we used many shots that made it seem like Jack was perhaps lonely and isolated from others and this could contribute to this relation, which in turn fulfils the Uses and Gratifications Theory. 

We used clothing to form Jack's image throughout the music video, that also provides an opportunity for relation.

We did not only create this identity and style within the music video as it is something that we kept in mind when creating our Digipak and its advert. Having Jack in colour, but the background in black and white was a technique that we used throughout in order to portray him as understood, which could provoke relation from the audience. In addition to this, Jack is wearing the same clothing brand in the Digipak, its advert and the music video, which goes a long way to creating an identity.


Within the Digipak and the advert we have tried to keep the typography as simple as possible in order to present an air of class about our character, which is why the text is also white. Also, although I have already talked about the clothing that he wears, the way he dresses and presents himself throughout all of our products is rather casual and therefore would allow a sense of relation with the audience members who see themselves in a similar way. 

The usage of the contrast between colour and black and white which ultimately conveys Jack as isolated and
lonely; this allows us to create a connection between him and the audience. What he is wearing could also do this.

I think the Digipak and the song go hand in hand. Ultimately, the name of the song is 'You Found Me' and we kept this in mind when designing our Digipak as we wanted to convey him as isolated and perhaps even lonely. By forming his image in this way, we are creating a connection between Jack and the audience, which is ultimately how the product sells both the song and the album to the audience. 

The contrast of colour provides an opportunity for relation from the
audience as well as the sense of isolation. The social networking links
allows the viewer to almost literally interact with the artist, which provides
a sense of community.

I believe the same can be said for the advert, but the theory behind how that would sell the Digipak is altered slightly. The advert again provides this image of isolation, and the usage and contrast of colour complements this technique. Both products revolve on forging a connection to the audience, and I feel the advert certainly does this again due to what his wearing but to how he is depicted also.

Within both the advert and digipak, the casual image of Jack himself hints towards the genre of Indie/AltRock and therefore his style also. To conclude, we have created a brand identity primarily by his mannerisms and what he is wearing, and this ultimately forges a connection to the audience also. Ultimately, by utilising the same elements throughout, we have been able to keep the combination of our products effective and the audience engaged.

This is a clear comparison between one of our Digipak panels and the
music video. This is evidence of our trying to create Jack's image with
clothing, while at the same time trying to convey a sense of isolation and
loneliness that provides an opportunity for relation from the audience.

Evaluation Part One

In what ways does your media product use, develop or challenge forms and conventions of real media products?

As a general rule, we included the 
majority of music video conventions as we felt to detract too much from these would be risking the success of our music video. We adhered to some conventions such as the shot speed, as music videos usually contain quick shots in order to engage the audience, but where the song's tempo slowed we had some longer shots in order to convey emotion. In addition to this, we used certain shot types such as close ups in order to achieve the same effect, although it must be said we experimented with these and added our own twist to this convention.

We attempted to depict a lonely character, whilst creating
a connection between him and our audience from the outset.

Furthermore, we used many locations and transitions in order to engage the audience further. Using differing locations such as outside a cemetery, a park and the centre of one of the world's busiest cities allows us to form an image for our character whilst ensuring we have an engaged audience. It must be said that one of the conventions we had reservations when it came to the decision of adhering to it or not was the presence of a performance but this is something more applicable to actual genre conventions. 

We depicted Jack in a variety of locations in order to engage the audience.

Upon analysis of other music videos from the same genre, it became apparent that they all contained narratives, but this was something I wanted to include even before analysing them. Also, something that both the genre and virtually all music videos have in common was the usage of different shot types and their length. At first we decided it would be best to go against the convention and just had the narrative appear, but ultimately it seemed the right choice to have the performance as it provides varied shot types and complements the song well. 

With our front cover, we wanted a simplistic image in order to

provide a connection but with the advert we wanted to portray a different

side of Jack's personality. 

As in our music video Jack is portrayed as a misunderstood and isolated character, and the usage of colour contrasted with black and white furthers this within the Digipak. In regard to the advert, we wanted to divagate from this and through the usage of fire to represent a different side of Jack, and the intensity of his personality. Ultimately, we have used the Digipak and its advert in order to try and create a connection between Jack and the audience. 


The use of conventions ultimately leads up to the connection between the target audience and Jack himself. For example the usage of a narrative in the music video allows the audience to follow him throughout, and his face in the Digipak would allow his image to become recognisable. We only adapted one convention, and that was of including the performance footage when our original stance was to not do so but it seems that the music video is better for it.

A narrative was always going to feature, but new ideas
changed it at several points to complement our final edit.

In regard to our Digipak, we used pictures that Jack features heavily in in order to try and form the right image as well the connection between him and the audience. The front cover definitely adheres to the conventions of a Digipak, and especially that of a first album as the simplistic use of his face plays a part in the formation of his image. We also learned upon analysis of other Digipaks that colour played a big part in how they attracted an audience so this is something we kept in mind when designing them. 

You Found Me - The Final Focus Group

You Found Me - The Director's Commentary

You Found Me - The Final Edit

Digipaks and Advert Analysis

Final Digipak Designs and Advert