Evaluation

As my group and I chose a dance genre song to make a music video to, our product represents social groups, mainly teenagers who enjoy to party.  This is represented through the use of alcohol as props and the settings we decided to use, especially the party scene. Our music video represents social issues, such as alcohol use, even though we did not consume it, in the party scene, alcohol is dangerous and a social issue as some people feel it is the only way to have fun. This is a problem as teenagers are starting to drink at a younger age, especially at parties where they are surrounded by their friends and will be convinced to drink at a young age by their friends, this is because alcohol is seemed not dangerous to them, when in fact it can be very dangerous if you drink too much or start at a young age can lead to many long term health issues. Another social issue our product represents is drug use, again no drugs were used in our music video, however the dance genre is seen to be heavily related with the use of drugs especially at events such as parties, festivals and social events. Through research into Stuart Hall's theory of repetition and difference it allowed us to encode elements that our audience will be able to decode such as, choices of shots and choices of edits, these choices are made to suit the conventions of our genre and to speed up the pace of our music video. I have researched other music videos of the same genre (dance) and I noticed that a lot of them include alcohol, females and high-luxury items such as, cars, boats, watches. This connotes the repetition part of the genre. We made our product different by using other locations that aren't really within the genres conventions such as a tennis court, road in London (Belgravia) and the booth scene. I also researched into Van Zoonen's female gaze theory, which suggests the way in which the media portrays women and how this affects societal views, our music video backs this theory as we have portrayed women to be 'seductive' in order to suit the conventions of our genre and catch the male eye. 

Branding is a name, term, design or symbol that distinguishes one sellers good or service from other sellers. Elements within our product signify the term 'branding' through our social media page we created, this helps us show people around the world our brand, with social media mostly everyone in the world can interact and access our page to find out more about us. Also, through our digipak, branding is shown as our digipak contains our logo, our instagram page, and the front cover which contains our group name and name of album which helped form our brand. We also created an instagram page, this helps us promote our 'brand' as social media is so big now, we can use it to benefit our brand and let our audience know our next product that is going to be released, which creates excitement and hype for our brand. At the start of our music video we have added we our dotted logo and also at the end, this is so consumers of our product see our logo first and last and this should help them to remember our name so they can recognise our future products and helps them to distinguish our products form other brands products. In the future, we aim to build up our brand by releasing merchandise that our audience can purchase and represent to support us, this will increase our brand identity and make our brand stronger and more recognisable. Synergising with other artists will also help build up our brand a lot as audiences of other big artists that we synergise with will be introduced to us and may like the song we produce, and therefore begin to follow us on social media and so on. 

Our product engages with our audience as I made a survey before creating our product. This survey engaged me with my audience as I was asking them questions and they were responding. It gave me ideas on what type of music video they would enjoy and like to see which made it easier for myself. Questions included: age, preferences in music videos, genres, their demographic and psychographics and how often they watch music videos. Our social media page we created (instagram) makes it a lot easier for us to engage with our audience as we can see what their saying and they can see what we post, this helps us to know if what we are producing is what our audience wants to see. 

If we were to distribute our product, I would distribute it through the use of our digipak and therefore via CDs. These CDs would be in shops and online. Although with the advancement of technology, our main distribution channel would be through applications such as, Spotify and Apple Music which allows our product to be consumed with ease and for free which would boost the amount of listeners and make it available to everyone around the world. As our brand grows, we could distribute our product through vinyls, even though it is a form of old media, some people like to collect them and still use them, we would only sell these online via our website as they would be limited edition and only a certain number of them in the world. This would make owning one of our vinyls more special and meaningful to our audience and ourselves. 

We integrated technology through the use of different types of cameras, throughout our music video we used a, 360 camera, high quality cannon camera which we placed on a gimbal to help stabilise the camera which helped it to focus and allowed us to capture different angles. We edited our music video on a software called Premier pro. We uploaded our finished music video onto Youtube so it's available for everyone to see.