Essay 1(b) Media Language

Analyse one of your media productions in relation to media language.

I have decided to apply this question to my music production as my video incorporates all of the key aspects of media language (camera skills, editing, sound and mise en scene). The theorists I feel that are the most appropiate for my production is Goodwin, Vernallis, Hall, and Fiske and Hartley.

Goodwin believes that a typical music video has 5 key elements. My video applies to a lot of these elements including, thought beats. These are seen throughout my video and can also be seen when changing the performance to a narrative part of the video. Goodwin also supports my work as I have put meat shots in my video and given the genre of my production this is appropriate as these type of shots are stereotypically suited for a rock indie genre. My video also has a lead singer which portrays the star image. He is seen through the performance as well as the narrative and he is mainly the focus of the camera shots. Dyer also believes that a music video should have a star image as this helps make the video visually interesting. I feel that if I didn't conclude any of the things that Goodwin had said was in a typical music video, my production would be bland and would show no substance.

Carole Vernallis also thinks that there is five things a typical music video has. These involve narrative, editing, camera movement, framing and diegesis. In my music video I used a track so that the camera was constantly moving throughout the full production, making my work not only visually interesting, but showing fluidity throughout my work. I have also used close up shots of the instruments when they are being heard. This was to give the effect that they were playing the instruments as well as giving a stereotypical convention of the rock/indie genre, making it appear professional. I even revealed the diegesis slowly as the clapper board at the very beginning of the production reveals the rest of the video. I feel that Vernallis' five things a video has is more to do with technique and I think that if I didn't have any of the techniques then my music video could come across as boring and disjointed. 

Whilst looking at semiotics, Pierce stated that 'we think in signs'. My music video has evident of this technique as in my narrative, I revealed a shot of a pan with boiling water. This has represented a sign that  the boiling point is in sight. This is also shown in the film burns and the match part of the narrative as the film burns represent the flame getting bigger and when the flame is finally shown on the match, it has given the sign that the pressures have built up. sometimes when people have a lot of pressure and can be left frustrated they can be known as having a 'hot head' or have reached 'boiling point'. This is what I think my signs reveal in my production.

Hall mentions that the audience can get different types of meanings from the same video, maybe not even what you intended. This supports my music video as the audience for my production understand and get the preferred meaning more so than anything else. This can be seen through the lead singer's last breath as it appears as if he is releasing all of his pressure out throughout the song and once the song ends, it almost appears as if a sigh of relief. The double speed in which I used to make the lead singer look fidgety in the narrative, also helps the audience reflect the preferred meaning of being in pressure and the effects this emotion can have. I have even created the jump shots from the performance to the narrative fast as this will help show the audience my preferred meaning of how frustrated and irritated people can become whilst under large amounts of pressure.
My music production also supports Fiske and Hartley's theory that denotation and connotations become ideologies. For example, the colours used in the music video shown on costumes, I.e black and red, give the connotation of anger, frustration and pressure. If you link this with the type of instruments used for this genre, I.e guitar and drums, show aggression and violence. When these are put together with the band members age, youths, it can reflect that youths can be or are aggressive and violent.
In conclusion, I feel that my music production shows various ways in which media language has been used appropriately to convey professionalism throughout my work.

Essay Question 1(b) Representation

Analyse one of your media productions in relation to representation.

I feel that the representation of my music A2 brief is very important as if it is not created to what I believe is accurate for my target audience then the full meaning of my production could be seen in a different way as to what I orignally wanted it to be. My A2 brief was to create a music promotion and on this particular subject area, I have decided to show links to theorists such as Hall, Baker and Perkins, as well as showing postmodernism through my music video. This was a small area to the brief and I feel that these theorists can easily relate to my work in this way.

Hall believes that media shows us things about society and that representations should be meaningful. My music production supports this in many ways as the theme is about pressures within society. This can be seen by the type of class in which the costumes withold (smart, formal wear). The lyrics of the song represent pressure in which the audience can relate to, giving the audience a sense of belonging. This reflects Hall's belief that representation should be meaningful as here it is towards the audience. Also the colour choice helps the audience feel that the band understands of how they are feeling as the main colours (red and black) show connotations of the emotion( i.e fustration, anger and pressure) portrayed by the band and the audience.

Baker believes that mediation is represented in 3 ways, selection, organisation and focusing. This echoes my work, as I represented mediation through the selection of shots in which I created jump shots in Fianl Cut Pro,through organisation by creating calenders on the computer for my blog and applying shots in the correct order, i.e the narrative pan shots were displayed gradually boiling and then splashes, rather than the other way round. I also finally represented mediation through focusing as I collected data from my audience research by creating questionnaires and adding there input to my work.

My work also supports Bakers belief of the 3 different views towards music videos. The 3 views in which he researched were, the reflective, intentional and constructionist's view. My production shows the reflective view as in the narrative in which the matchstick was present, when it gets set a light, it represents the pressures building up of someone, almost as if to irrupt. This view is also seen by the film burns I added through the use of Final Cut Pro. This was to share the same type of pressures, only this was the pressures gradually building up. I also showed an intentional view through my effect using Final Cut Pro. I made the lead singer sing at half speed and perform normally so when I sped him up, the lead singer looked fidgety. Here, the lead singer is representing pressures and how it can effect some people. This could be seen slightly as reflective also as the action in what is occuring represents a meaning of what it's like to be under pressure.

Some people think that it is easier to look at stereotypes when putting a music video together however, Perkins believes that ' some of the many ways that stereotypes are assumed to operate aren't true'.  My music production challenges as well as supports this theory as the having the band perform their song in their production falls against a stereotypical indie rock band. The meat shots also challenge Perkins theory that stereotypes aren't true as these shots are known to be involved in an indie rock music video. However the costumes in which the band members are wearing, supports Perkins theory as they are wearing formal and smart wear, i.e ties, shorts etc, which isn't known to be a stereotypical costume for this type of band to wear.

I have finally chose to look at postmodernism as the distinction between reality becomes blurred and invisible. For example, whilst filming, the band and I were in a studio which had no windows in. Therefore we were in no specific location for the audience to locate. This also showed no sign of the weather either, leaving no signs if it was summer, autumn, spring or winter. The only lighting I used was artificial light. This is also a good example of postmodernism as the audience is unsure wether it was filmed at night or during the day. Throughout the video there also wasn't any watches or clocks in the distance, showing no significance of the time in which it was shot.

I conclude that the representation is very important when it comes to music productions as if the audience in which you are trying to target doesn't understand, then you are sending a message to people that you are unaware of and by doing this, I personally feel that the director would therefore seem to have lost control of their own work and the representations that comes with it.

Essay Question1(b) Audience

'Analyse one of your media productions in relation to audience'.

I think that McQuail's theory that an audience can be described as a 'temporary collective', is very important when creating media texts. I will give examples of this, through my A2 brief of creating a music video. I will analyse other theorists such as Hebdige, Clark et al and Hall.

Firstly however, my reasonings for agreeing with McQuail that audience can be described as a 'temporary collective', is due to the fact that, my target audience for my video could be described as this. For example, since the theme of the video is the pressures in how people may feel, this could target a wide audience as they may only want to listen to the song, whilst they feel what the song is representing. I have also acknowledged that once the target audience of male teenagers like the music,it is also not set in stone, that they will like this band for the rest of their life. This therefore may only target temporary male teenagers.

Hebdige mentions that the music video must relate back to sub culture. I have done this through the band performing with their instruments as this fits the sub genre of indie rock. By doing this, it is easier for the audience to identify with the music and what type of band they are and what they are representing. To make sure that the music video was still fresh, I added a slight narrative to the video which would challenge typical conventions however, give the audience a slight change, to grasp their interest of the music video.

I completely agree with Clark et al's belief as it is ' important to carry out audience research'. I have shown examples of this as I created questionnaires for people to complete about what they expect from this sub genre. Once I had filmed my production, I got feedback from some rough cuts in which was shown to the class. I also uploaded my video onto Youtube and got comments and feedback that way too. This shows that not only having a few people for audience feedback is good but the more the better as the stereotypical band and performance will be more accurate. As I have taken the audience's feedback into consideration whilst creating my video, I think that by doing this, it has helped me gain the correct audience for my sub genre (male teenagers specifically but can vary).

McQuail also describes uses and gratifications for the audience.I have analysed my video and have acknowledged that my music production  involves escapism for my audience, as it helps the audience, channel their energy into the thought beats used throughout and forget the pressures they are facing for a while. My video also involves personal identity as the audience understand the representations of the music video. For example the pan boiling, as the pressures are building up. The lyrics are also a big part of personal identity as the audience could feel that their pressures are building up, like the pan boiling, and also may feel that they have a connection with the band members as they are singing about something that is happening to them. This gives the audience the sense that someone knows how they are feeling

I feel that the type of audience in which my music video could target could either be a mass audience although, only temporary as this type of audience would be based on the emotion behind the lyrics, or an alternative audience, due to the accent of where they are from and the sub genre of their style of music. Hall, mentions that audiences can read music videos differently towards what the true meaning may inflect or can read the preferred meaning. After analysing my music production, I think that my video, has a more dominant reading from the audience, as by the use of colours shown throughout the video, (red and black) they can be connotated  for stress, frustration and pressure. As well as this, the reading can be seen correctly by the use of the double speed in the narrative, making the lead singer look fidgety and on edge. This shows what pressure can sometimes do to people and therefore gives the audience a further understanding of the video.

In conclusion I feel that the audience for any media text is the most important part of the planning as without an audience, they would be no consumers of what you are wanting to sell or make known. I am pleased in how well I have asked for audiences feedback as I feel that I have worked with the audience to put my music video correctly and precisely.

Essay Question 1 (b)

' Analyse one of your coursework productions in relation to narrative.'

According to O'Sullivan, 'all media texts tell some sort of story'. I agree with this as the narrative helps portray people's perceptions on particular conventions. I have decided to analyse my A2 brief, which was to create a music video. I will then see how my video supports or challenges any theorists. The theorists in which I will look at, include, O'Sullivan, Todorov, Bartes, Levi-Strauss, Propp,Goodwin and Carlsson.

O'Sullivan believes that all media texts tell some sort of story, including music videos. I have reason to support this as in my video this is present. I edited the shots together in Final Cut Pro to create fast jump shots. These are shown in the music video, gradually becoming faster as the beats become more intense. This resembles the pressure building up in someone's mind. Although this is only subtle in the video, it is still some form of narrative.

Whilst looking at Todorov's theory, I acknowledged that he found that there was five stages to a narrative. I can relate some of these stages to my own video as the beginning of my video tends to begin at stage 3, distruption.  For example, in the narrative the lead singer looks fidgety and on edge. I created this effect by telling the lead singer to perform at half speed when singing but to behave normally. Therefore when I sped this up on Final Cut Pro, it gave the impression that the singer was frustrated and under pressure. Also at the end of the video, it is clear that it is similar to stage 5, new state of equilibrium, as the lead singer lets out a deep breath, almost to show that he has gotten everything said that he needed to say to the audience, therefore making him less pressured and relieved.

My work also reflects Bartes' beliefs that they are narrative codes shown in music videos, enigma and action.My work reflects the action codes as the boiling of the pan signifies how the emotion, pressure, is boiling up inside of the singer and also possibly the audience. The film burns used throughout the video also symbolise the narrative of the pressure building up as eventually a match catches fire, almost like as if  the emotion has irrupted inside. This also resembles the action narrative code as this is reflecting emotions shown through the band members and possibly the audience.

When looking at Levi-Strauss' theory about binary opposites I acknowledged that my music video had challenged this as my narrative only has one person present, yet still reveals a subtle storyline throughout. At the end of my video, the singer is back with the rest of the band however, to complete the narrative, I showed a close up shot of his face, therefore making the narrative, only on the lead singer.

Therefore, my music video also challenges Propp's theory as they believe that stock characters, i.e 'villian e.t.c' are present. My music video challenges this in many ways as in my music video the band members play the role of themselves, therefore having no characters in my production.Also, the only type of narrative shown in my video, represents the lead singer only.

I agree with Goodwin's theory that 'narrative relations are complex', as he further mentions about reusing tradition. I have done this with my music video as this sub genre, indie rock, is known for having the band members performing. I have reused this tradition by telling the band to play the instruments while singing, as if rehearsing. However, to keep my video fresh and interesting for the audience I added a subtle narrative to the video, which would help portray the lyrics of pressure slightly. Since the lyrics are about emotions in particular, this shows an intertextual reference as the lyrics are stereotypical for this genre. Jumps shots are also shown in my narrative and throughout my video, which also shows a reference to indie music as the jump shots can sometimes be used as thought beats when a guitar is strummed or a drum is hit.

I have acknowledged Carlsson's belief that narrative can fall into two groups, performance and conceptual. After looking at my music production and analysing it to my best ability, I can clearly say that my media text, is a performance clip as there is an instrumental performance which is shown throughout the majority of my video. This theory helps me recognise that although I did not intend on creating my video to have a complete narrative, even in parts which I had tried to just show the band performing, there is still a slight narrative. For example, the film burns used through the performance, gives the audience the intention that the match is coming close to being on fire, and the jump cuts between the actual narrative and performance represent the pressures building up.

In conclusion, I feel that any media text in which you create, in this circumstance a music video, will have some sort of narrative, since planning and your ideas are always put into them. Even if the narrative is subtle like mine, it is still there.

Essay Question

Analyse one of your coursework productions in relation to Genre.

I think that genre is very apparent in my A2 coursework as this was vital to equip my audience with my music video. I am hoping to analyse my video to show how genre has been shown and created throughout my blog. I will discuss this whilst including theorists such as Grant, Mittell,Altman, McQuail and Goodwin. The song in which my coursework is about is from a song by Maximo Park called 'Apply Some Pressure'.

The overall genre I think that went with my music video was rock however if I was to go into more depth, I would say that it is more likely to be fitted into indie/rock. My reasonings for this is because I do not think the music is as aggressive as stereotypical rock, ie 'Sweet Child Of Mine'. I do however think that this song is more agressive than your average pop song, especially as the band are shown playing their instruments through the majority of the music video. This reflects Grant's belief that within genres there can be some 'recognisable characteristics'. With the band playing the instruments, the audience could think of this as being in the rock genre, however within the music video, there is a narrative perspective which is not vacant in the rock genre. This therefore helps support the sub genre of Indie. The jump shots in my music video are also fast and make a bold jump back and forth from the narrative to the performance episode of the video. This also supports Grant's theory as this is another recognisable characteristics throughout rock/indie music videos. I noticed this at the beginning of my research and knew from the beginning that this was something I definitely had to incorporate into the video.

An editing technique in which I added (double speed) of the lead singer, really helped to give a message to the audience. By using this technique, it made the lead singer look 'jumpy' or 'on edge' so to speak. This went with the lyrics of the song in which the audience may be able to relate to, due to the pressures.  This could also appeal to the audience as how they wish to react to the pressures (erupt etc.). By listening to this song, they may be deflating their chances in wanting to behave in this certain way. Also by using the double speed technique to make the lead singer look on edge, this can also how be people respond to pressure, become fidgety and so forth. This once again mirrors Mittell's beliefs that industries use genre to sell products. By the song being labelled as rock/indie, it is made clear that the emotion that has been used in this video, is the type of emotion the genre will be associated with. When creating the music video, I had this type of genre and emotion in mind and therefore decided to use connotations of pressures and emotion to use with the red coloured ties and the black shirts.

The audience's reaction towards my music video is the most important as this will be a big imapact towards the band, and the genre in which I was trying to portray.McQuail's gratifications are a big impact in the video as this is how the audience would respond or could relate to the music video. I think that the entertainment gratification is important to the music video as I feel that this video would give the audience the feeling of escapism. My reasonings for this is because by the emotion that is shown through my production (stress, pressure,furstration etc.), the audience may feel quite relieved as this relates to the intergration and social interaction gratification. The audience will therefore not feel the need to take their fustration out on anyone as the song itself gives the audience a sense of belonging since the band may appear to know how the audience feels. McQuail's information gratification, may also be seen in the video as the original band may have created this song in the first place to vent the pressures in another way than being agressive. This is why I have tried to interpretate some pressures in my video, ie, the match being set on fire.

Furthermore, my music video also reflects Goodwin's belief of how post modern texts should look.I decided to have a live band performing while I created the production as I feel that this fits the genre well. I have added thought beats into my work by creating short and consistent jump cuts when the beat of the drum occurs. To make sure that my video supports the indie genre, I have also added meat shots of the band members, specifically, the lead singer as this is to support the typical conventions of the genre.

As my production gradually come to the end Bordwell's belief that 'any theme may appear in any genre' is made clear as the theme for my music video is noticed as representing pressure. The fast edited shots I have used throughout, helps give the feeling that something is boiling and will eventually irrupt. With the jump shots  being fast, it can make it hard for the audience to focus on one thing. The colours shown throughout the music video (red and black), help show the audience the anger and frustration behind the song. The film burns used helps show pressure that is gradually building up and when the match is shown it is similar to the pressure of the pan as it is building up and eventually irrupts towards the end of the performance.

I will also write about, Bordwell as he says 'any theme may appear in genre'. I will then write about the pressure, fustration and possibly anger shown through fast edited shots, the colours shown in the video and costumes, as well as the pan boiling.

Research and Planning

Describe how your understanding of the importance of good research and planning skills developed throughout the pre-production of your AS and A2 coursework.

I think that research and planning are the most important as this will affect the production and the post production. At AS, I had to create an opening to a horror sequence and in A2, I had to create a music promotion pack, including a digi pak, advert and music video. In this essay, I will show how I used research and planning to create my opening sequence and music video and explain how my skills have developed.

At AS, I decided to research my given brief as this would give me a better knowledge and understanding on the subject. For example, what typical conventions may include in this genre, i.e villain, damsel in distress e.t.c. I researched classical horror films such as Dracula and Nightmare On Elm Street. I also researched horror specific directors such as Tim Burton and Steven Spielberg. As In the AS brief I had to create a production, I even researched horror productions such as Dark Castle Entertainment. One key part of my research was, to think about who will be the audience for my opening horror sequence. This was very important as I knew that without this then I would find it difficult to target my preferred audience. I researched particular horror films, i.e 'The Orphan', and thought about what type of audience this would be for. After analysing the film, I decided on young adults or female teenagers. After choosing my audience, I understood that I had to further research the BBFC as I didn't want my opening sequence of a horror film to be an issue. I learnt how this company gives certificates for films, 'i.e swearing throughout may make a PG go to a 12, or scenes of an unpleasant nature.

When It came to planning my AS brief, I created a story board so that my ideas and concepts of camera angles and movement was clear , making people understand what type of horror sequence I would be creating. I then took a photo of this and then attached it to my blog incase I needed this for a reference. I also created a timeline on a sheet of A4 paper of a horror opening sequence in which I had watched. This helped me understand how long I needed to show the first title e.t.c. I feel that this was really helpful as without creating a timeline sequence, my opening of my own horror sequence would not be as accurate. I also created call sheets to show what equipment I needed, which actors I requested and what location I would be in for that day. This helped my be organised and helped the overall flow of my production as it was less chaotic as it could have been. Finally, I decided to write a pitch to give me a better understanding of my characters and what I wanted to happen at the end as if it was to be filmed. Although this would help me understand the characters more, by writing a limited summary I could focus on what really needed to happen within the opening sequence.

At A2, although my brief was different, the research and planning skills I required in AS, helped me plan my music production, digi pak and advert. To begin with, I decided on what genre I wanted my music video to be, indie rock. I then did a music analysis section on my blog which gives examples of the types of shots, mise en scene and effects which are found in this genre. I have developed this research skill from my AS as I have looked into more detail about my chosen brief so that I will have a better understanding of what is required. I also developed my audience research from AS as in my A2 brief, I decided to create an audience questionnaire. I found this a much more interactive approach to my work, as well as a more interesting approach as people could reply anonymously given what people think a stereotypical indie rock band should look like and how the music videos are portrayed. Not only was the questions varied, but so was the age range as I felt it would show more precision if I asked all age groups to answer the questionnaire, making it much more accurate. I also added a post on my blog in which I found inspirational videos that I felt would help me with my production. This was shown in my AS brief with the analysis of Scream and Nightmare on Elm Street, whereas in A2 I looked at various videos and found certain techniques in which I like. I developed this skill in A2 as I thought more about using the techniques in which I found inspirational. As well as researching my given brief like I did in AS, I also did a lyric breakdown in A2 to show further detail about my given brief and what type of music they sing to, i.e sing about emotions e.t.c. I decided to research theorists also as I knew that because of creating my AS brief, I was much more confident on media jargon and equipment, therefore I understood the media theorists, i.e. Goodwin, more easily and found it less difficult to convey my production in the way that I wanted.

When I compare my AS planning to my A2, it is clear to say that I was much more confident in my A2 planning since I created a calendar as to what I should be doing on certain days. This helped me keep focused on what needed doing and gave me goals throughout my lessons. I found this extremely useful and would have found this technique a great help in AS. Although I created a storyboard in AS, I developed this skill greatly in A2 as I created a much more in depth story board of 65 shots, whereas my storyboard at AS consists of 28 shots. This also shows how much more confident I am using the equipment. In A2, I also added recee shots to help give me an idea of what my storyboard would look like more realistically. I did this in AS however I found this easier at A2 as my story board was more detailed. My awareness of what I was doing has also been noticed as in A2 I created a risk assessment of my work. This shows that my understanding of the dangers of the equipment and the actors are faced with, will be thought out, whereas in AS I didn't consider this.

I feel that by looking at my AS work and my A2 work, it is apparant that my skills of research and planning have progressed and help make the productions I make an easier way to process.

Digital Technology

Describe how you developed your skills in use of digital technology for media production and evaluate how these skills  contribute to your creative decision making, refer to a variety of examples to show how this differs over time.

I think that throughout the two years of this course it is vacant that my skills in the use of digital technology have developed greatly and show creativity throughout my chosen briefs. My brief I decided to do in AS was to create an opening sequence for a horror film and in A2, my brief was to create a music promotion. This involved creating an advert, a digi pak and most importantly, a music video. I will complete this essay by giving examples of how I made my decisions creative and how digital technology helped me make the decisions that helped me complete my work.

During pre production at AS, I decided it would be best to research the given brief of the horror genre as this would help me understand whether I wanted to convey conventions or challenge them. I looked at a few classic horror films such as Scream and Nightmare on Elm Street, as well as looking at more contemporary horror films such as The Orphan. I decided to this as this would give me a lot of variety. Whilst researching the sub genre, I thought it would be a good idea to look at horror specific directors such as Tim Burton and Steven Spielberg, as I could then find out what made these directors so memorable to the horror genre.

I also realised that it was better to collect audience research during pre production as then my opening sequence would come across more suited to the chosen genre. This also helped me in choosing what type of audience I wanted the horror film to suit, i.e teenager, young adults e.t.c. 

I decided to look at the BBFC (British Board of Film Classification) ratings towards horror films as I knew that this may limit my creativity for my chosen target audience. However if this film was to have been created, I needed the certificate for it to be correct as the audience would then know what to expect.

During production of my AS brief, digital technology was used in ways to convey my creative streak. I used a variety of different camera shots and angles inclucing a handicam shot, as I wanted to create a realistic feel and add panic towards the audience. I also made sure that the mise en scene was stereotypical for the genre. Since I knew I wanted the scene to look innocent at first I decided to create the opening sequence in a park and then during the flash back, to begin inside, somewhere dark if possible. Whilst in the middle of the production I reminded myself of what type of sounds to put in, synchronous, asynchronous and even children's voices due to the location in the beginning. This shows that not only was I taking the audio part of the opening sequence into consideration but I was also showing my creative skills as I was wondering when to use them on what e.t.c.

When my production was complete, I decided to edit it in Final Cut Pro as this would not put a bigger limit on my creativity skills. In Final cut I changed the majority of the video from colour to black and white. This was to notify the audience on the flashback as such and also to signify that this was a dark time in her past. This showed my creative skills through digital technology as I had made this decision on my own, making the effect a unique take on my original production. I also add the sounds in which I thought were appropriate to my opening sequence, i.e a crows call and panting whilst the female lead is running. When I had finished my production, I uploaded it onto internet sites such as Blogger. This was to record the progression of the production as well as my research and planning. I made my blog interesting when adding all of my work on as I wanted to enjoy looking through my work. This shows that I have also used my creative skills throught my presentation of my blog.

At A2 however, I think that my skills developed more creatively. For example, during pre production I thought it would be best to do audience research again as I found this useful in AS. However, in A2 I went into more detail. I created questionnaires and got people to respond to it. This was a much more active approach and a much more interesting approach too as the results were shown in pie and bar charts and were even colour coded. This made it easier for me to understand my results as well as showing that I had developed my research skills in a way that was more creative and easier to understand.

I also researched my brief more than I did in AS as I had to chose a song in any genre. I therefore decided to research a more varied choice of music videos as this would help me understand  the sub genre in more detail as well as give me any ideas that would help in my music video creatively.

I decided that before starting my production it would also be best to collect a few music videos and label them as inspirational videos. As well as keeping me motivated, it also kept ideas at bay as the main reasoning for my selected music videos was the effects in them. I would watch the effects and think how I would apply them to my own work but with a slight twist. For example, Enrique Iglesias' music video 'I Like How It Feels' uses film burns throughout. This was a technique I really liked and wanted to add into my own work, even if it wasn't the sub genre in which I had hoped for.

During the production of my music video, I developed my use of equipment as I was more confident with how to set equipment up and how to use it correctly and effectively. I used the crane to show variations in my angles of the video and I used the track as I knew that this would make my music video look fluent. This has also developed in creativity as because I had more advanced equipment to use, It was more professional and I therefore wasn't as limited to what I could do. I added a lot of meat shots in my production as these are a stereotypical shot for my sub genre and I wanted to convey some of the original conventions of indie rock. I also decided to use colours in the props and costumes that I thought could be relevant to the song, i.e black and red gives the connotation of anger, frustration and pressure.

This concept was also used at post production as I used these colours in my digi pak and my advert to show continuity throughout my products. This also shows my creativity skills developing as although I wanted to use the colours in adverts and the digi pak, I still had to do a photo shoot with the band in the same colours.  This shows that all of the work that was put into all of my A2 brief was original fresh and unique. I also added a lot of different techniques, such as making the lead singer perform at half speed and then speeding the clip up in Final Cut Pro to make it look as if the lead singer is nervous or on edge. I even added thought beats to my music production through Final Cut Pro as this technique is a convention towards indie rock. I found this technique very effective as the fastness of the jump shot thought beats, helped also build up the tension of what the band was singing about. This therefore shows how creative I have been through the use of digital technology.