1. Evaluation Task 1- In what ways does your media product use, develop or challenge forms and conventions of real media products?

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

1. Similar to many other music videos in this genre of dance-pop music, the video starts by introducing the artist and song name. From looking at a top 100 dance music videos of week website, it seems that most dance videos have a very varied and bright colour palette. I have chosen not to follow this theme and have stuck to a more muted colour palette of black and gold, in concordance with the title of the song.

2. This shot establishes the two main performers in an intimate way. A common theme in dance videos is that the dancing is often very sexual and bordering on vulgar. This dance however, contrasts with this as it is more styled around ballroom dance.

3. This shot and the entire section set in black and white take inspiration from Madonna's vogue dancing. The quick movements and emphasis on hands and arms as well as the black and white colour filter really link the two music videos. 

4. The use of light behind Niya adds a mysterious and edgy effect that creates shadows and looks like a golden profile of his face. This mimics the sultry and shady look of singers in dark clubs etc. 

5. As well as the previous style with the singer, there are also the shots where the singer's face is more visible, getting them the publicity and 'face-time' they need to sell their image.

6. Music videos often hold a new section/scene for later on in the video to keep the audience hooked. I have chosen to put in three sections of written lyrics to add something new about half way through the music video. 

7. I chose this shot as an example of the way I put an emphasis on editing to the beat. In this shot, the movement of her eyes is in time with the beat.

8. Another feature that I saved for later was when two of the sections, the black and gold dancers and the black and white dancer, merged together into the same scene. As well as what I mentioned before about how music videos often do this, it is also a feature of this genre to mix scenes and change the set up during the video. 

9. Few music videos in the genre of dance-pop contain a storyline but I felt that one was necessary to relay the relationships of the dancers and also create a visual that went with the lyrics, The story really comes into play at the end of the video, making the audience think back through the rest of the song for other moments that expressed the bitter-sweet nature of the song.

1. Digipak Advert Task 1- Conventions of CD Avertising and Analysis of Ellie Goulding's Lights

1. Ancillary Task 1- Research into Branding

18. Key Expectations of the Genre

16. Attracting My Perfect Audience Member

In order to attract my perfect audience member, I am going to play to what I know they want from my research. I will use the editing to put a strong emphasis on the beat, as well as have movement in the shots themselves that is concordant with the beat of the music. I will appeal to male viewers by using female dancers and while they will dance tastefully, they will have a certain alluring air. People are getting tired of the 'in-your-face' nature of many music videos nowadays, especially those that focus on 'booties' etc.

The dancing in my video will impress those that watch it, especially since I will have two people who are teenagers as the dancers, inspiring them to be like the dancers. The focus on lighting and the colours black and gold in my video will make it gripping to watch as the lights should look magical.
While this song is quite jazzy in some ways, it is still a dance-pop song that featured in the charts and therefore it has a mainstream audience.

14. Audience Research

I asked some people questions about their music tastes, whether they thought that a music video changed their views of a song or artist and what features they thought were good or bad in music videos...

From this research, I think I need to rethink some aspects of my video. Originally I had planned to focus on the dance in the video but now I feel that I need to involve a story-line in the video.

13. Mood Board

My video is going to have a central focus on lights and the dancers. My video will have a very definite colour palate of black and gold with small bits of white (eg. shirts etc.). The style is very classy as I feel that the combination of black and gold has connotations of wealth and luxury, hence the tailcoats, waistcoats and ball gowns. However, the song has a jazzy aspect to it with its tempo and strong beat and therefore i have put up images of gold fringe dresses that will catch the light and move with the dancer. I felt it was important to have dancers because the dance-pop genre tends to have dancers in their music videos and as they have strongly emphasised beats they come across as being provocative and sultry. As well as my main dancers and backing dancers, I want to have a person lip syncing, either into a mic with a focused light or backlight or in various locations. The singer is male and in order to attract a male audience to the video, I will have female backing dancers and while they will not be 'scantily clad', they will look attractive, as will the leader female dancer. The male dancer should also look sharp to attract a female audience, similarly the male singer.

12. Storyboarding- Lady Gaga- Edge of Glory

Here is the first 1 minute worth of the music video for Lady Gaga's song Edge of Glory.

6.My Chosen Track

I have decided to do Black and Gold by Sam Sparro.



The music video version of the song is shorter, it has a shorter intro and outro, however I am going to use the above version which is on the CDs to allow myself to incorporate more dance and a bit of a story to the video.

This song is in the dance-pop genre and therefore it is very important to have dance invloved in the video. Dance-pop tends to be pop music with a heavy beat for dancing to in clubs etc. It is usually upbeat and 'groovy' and contains the following identifying traits:

• Uptempo, upbeat music intended for clubs, with a danceable or dance-centered nature.
• Catchy songs with an easy, pop-based structure
• A strong emphasis on beats and grooves
• Prominent hooks
• Simple lyrics
• Polished productions