Evaluation
Our brief was to make a music video for a target audience of
our choice. We decided that we would have a young female target audience and
chose to do the song ‘I love it’ by icona pop. My role in the production was to
develop who our target audience, create a questionnaire, find a theory to use
in our video, decide on our costumes, draw a storyboard, do a lot of research into
other music videos and media texts to help give us ideas for our own, and star
in the video. For our research we did a lot of work in our lessons, looking at
other music videos and thinking of what we liked and disliked about them so we
got a better idea of what genre we wanted our video to be. I also independently
looked at other forms of media such as TV shows and movies that could inspire
us.
We chose pop as our genre as we know pop is a female
dominated music industry and we were a group of three girls. The conventions we
have kept to for pop is that it stars three girls (as pop usually shows young
women) and we also used jump cuts as we had a lot of shots in our final video
and wanted to do this as we know it is a convention of pop music as it keeps
the video up beat and exciting.
One music video that inspired ours was ‘hit me baby one more
time’ by Brittney Spears and we used the idea of being in school and
daydreaming about being elsewhere.
To plan our video we all came up with a narrative together
and I drew a storyboard for it and I also planned what costumes we would wear through
the video and we planned the locations we would film in.
When we actually went to film it went well as we got all the
footage that we needed for our video and as we are all friends we were able to
communicate well with each other so we did not face any problems.
One thing we could of improved on is that the people in our
group could be more reliable when it came to showing up on time because some
members of our group did not always come in which made it difficult to plan
without them.
When editing the video the problem we faced was that our
song was longer than we thought so our story board was too short, but we very
easily overcame this easily because we had enough footage to add in more clips
so that the video was long enough. Another problem we had was that we were all
new to iMovie and did not know how to use it however we quickly got the hang of
the basics of it and were able to edit our video.
We decide that we would show our video on YouTube so that
everyone around the world will be able to access it. We knew that our target
audience is likely to be on YouTube and listen to music on there. It is also
something that people can share on social networking sites such as Facebook and
twitter so the video is more likely to go viral. We knew that some of our
target audience was young girls and therefore were probably impressionable and
we did not want to represent women as sexual objects because we realised that
we could be seen as people to look up to for younger girls. I think overall our
video went well as it was an upbeat, fun video. I feel that it did not capture
the rebellious spirit as much as I would have liked, but I still think the
video will be enjoyable for our target audience to watch.
Personally, my favourite sequence from the video is near the
end when the video starts to reverse for a few shots before it goes back to the
school setting from the beginning. I liked this because the shots used were
stots of us dancing or with a lot of movement and I think it looked very good
when it all reversed. It fit in with the music that was playing in that part of
the song and it is a good way to end the adventure because it is as if you are
rewinding it to the beginning of the video when the girls are just in the
classroom.
One convention of women in the music industry that we tried
to break in our video is the sexualisation of women. Usually in pop videos the
artist wears very little clothing and does provocative dancing, but we did not
want to be sexualised and did not follow any of these conventions. We wanted to
show the friendship between girls and them having fun instead.
I think we represented the social group of teenage girls as
the places where we went were all places that teenage girls would hang out with
friends to have fun. Our characters were all represented as cool and fun which
we wanted because then our target audience may feel like they are relatable
people.
I think we successfully reached our target audience of
teenage girls and young women because we showed many school friends our video
and got very positive feedback from our target audience.
If I was to do this again I would try and invest in better equipment
to use like better cameras and lighting.
I would also try and schedule my time for planning and filming better so
no time is wasted and we could possible spend more time on editing or getting
more filming shots.
