Joe Cooper Music Video

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Q4: How did you use media technologies in the construction, research, planning and evaluation stages?

Throughout the process of creating my music video, I have used different media technologies to aid me throughout all the different stages which were:

  • Research
  • Planning
  • Construction
  • Evaluation

Throughout the research stage of creating my music video I used different media technologies to find out what music videos and are and to find existing examples. One way in which technology has helped me in the research stage is by using websites such as YouTube where I watched existing music videos which helped me to see the three different types of music video. By doing this it would then help me in the planning stage. I also used YouTube to watch documentaries about different music video directors. One of the documentaries I watched was the ‘Mirrorball’ documentaries in particular the one about Jonathan Glazer. I found that it helped me because I found that Glazer specializes in concept videos which is the type of music video I wanted to create. As well as YouTube, I did use the website ‘Wikipedia’ to help my understanding of the different types of music video. Although I did find it helpful I did find that it may not be fully reliable because anyone can edit Wikipedia which can make it inaccurate.

Throughout the planning stage of creating my music video different media technologies helped me to plan my music video by making the process quicker and easier. One way in which I used new technologies in the planning stage of my music video is because of the internet I was able to record all my planning e.g. Risk assessments, on my blog which could be accessed on any computer via the internet and also on the move on mobile devices.

Throughout the construction stage of creating my music video, different media technologies helped me to make a professional looking media product. One of the main technologies that was involved in the construction stage is the quality of digital cameras and editing software available. This is because high end almost professional standard cameras and software are available which means that amateur music video directors can record and then edit their work. During the editing process I used the software ‘Final Cut Pro’ which is a software used by professionals which is seen as advantage as I was able to make a professional looking video which worked as one of the comments about my video was that it looked professional. During the construction process of the two ancillary products, the digipak and the magazine advert, I used Adobe’s Photoshop software which enabled me to edit the pictures for the digipak and advert and then arrange them into a good layout.

New technologies have helped me in the evaluation of my music video. The main way in which technology has helped me to evaluate my work is the way I could get feedback from people from my target audience. I have found that due to the internet it was easier to find out what people from my target audience think of my music video. This is by posting my videos onto social networking sites such as Facebook and Twitter and on the video sharing website YouTube. One way in which this is an advantage is because I can ask more people from my target audience for feedback on what they thought of the music video because anyone in the world can see it which means I can get more feed. From doing this I have found that with new technologies like the internet producers can get feedback on their products quicker which in the industry can make a big difference.

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Q3. What have you learned from your Audience Feedback

Before starting my music video I decided to determine my target audience. I found that my target audience would be part of the Christian culture and would be for around teen age and above. By doing this I had a better understanding of what I could do to make the music video, digipak and advert appeal to the target audience.

After knowing who the target audience I then asked them what they thought of different versions of the products. I did this so that I would get a better understanding of what they liked and disliked about them.

After making the first draft of my music video I then showed it to people from my target audience to see what they thought worked well and what didn’t work. After showing the first draft to my target audience they gave me some good comments about what they thought about the video.

Great video with great message

Good video but the verses are too similar

Looks very professional and would definitely show to friends

With these comments in mind I made changes to the video by changing the second verse as they said that it was too similar so I decided to re film the second verse with the actor in the scene not lip syncing. I also found that when asked if they thought they could see this video on a Christian music channel they could but said that to make it look authentic I should add titles, so I added the artists name and the song title at the beginning and at the end.

After making the changes to the video I showed them the video again to see what they thought. After seeing this version they said that it was an improvement on the original as they thought that with the addition of the titles it looked like an authentic music video. They gave comments like

Great video and a nice contrast with the two verses

Better than the first version

I like the choice of music and the location shots were good

After making the digipak, like after making the music video, I showed it to people from my target audience to get their opinion on it.


After showing them the first draft of my digipak they gave me good feedback by saying which areas they liked and areas where I could improve it.

Very good and authentic looking

The back image would be better as the front image

After hearing these comments I then made some changes where I retook some of the photos and used a better image as the front cover. I then showed people from my target group the new digipak and they gave me some good comments

Much stronger front image

Better than the first draft

4pg Digipack sra3

Like after making the music video and the digipak, I showed it to people from my target audience to see what they thought about it


After seeing the first draft of the magazine advert, the people from my target group gave there thoughts about it. They gave comments like:

Strong Image and well edited

Authentic Looking

Very good

After hearing what the people from my target group thought about the advert and the redesign of the digipak I decided to change the image used for the advert to follow the convention of linking the digipak and advert.


After redesigning the advert I gave it to people from my target audience to get their opinions of it. they gave comments like:

Better than the original because the image is better

Good idea having the tour dates as it makes it more authentic


Looking back over the whole project I have found that audience feedback is very effective in making a media product as it helps the producer to find out what people think of the product.

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Q2. How effective is the combination of your main product & the 2 ancillary texts?

After making the actual music video I made two other products as part of a promotional package. These were a digipak and Magazine advert.

After doing some research on promotional packages I found that a convention of promo packages was that the music video, digipak and magazine advert usually all link together in some way. The way I tried to follow this convention is by using screen shots from my video in my digipak and also use one of the same photos as the photo on my digipak.

I also found that in promotional packages use commodification to try to sell the CD by turning them selves into a product. A way in which they do this is by creating a logo.I found that a logo is vital to the sale of the package because it immediately identifies the brand. With this in mind I started to design the logo following a branding technique from Al Ries

Logos should be designed to fit the eyes. Both eyes. For maximum visual impact, a logotype should have the same shape as a windshield of an automobile, roughly two and one-fourth units wide by one unit high.

In my promo package I made the font and colour of font the logo. One way in which I made the font suitable to the artist is the colour of the font which is a dark red which is reflected by the name of the artist which is ‘Shaded Red’. I used the logo in my digipak and my magazine advert which follows the convention that the digipak and advert should link together

Another method I found of successful branding is through the use of iconic images. To do this I wanted a photo with the main character in as the front of the digipak  and magazine advert. I thought that I would make him the iconic person which would help the CD to sell because people would see the character and know what band they represent and know what type of music they produce. I also used the symbol of a cross to also represent that this is a Christian album from a Christian artist.

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Throughout creating my music video and promo package I have found that it is hard to say what there are some conventions for music videos because they vary so much. To start to find the conventions for different music videos you first have to work out whether it is one of the three types because depending on what type of video it is depends on what the conventions are. The three types of music video are:

  • Performance
  • Narrative
  • Concept

In my video I tried to follow the conventions of a concept video where I wanted to tell a story on the meaning of the video rather than have people performing the song or telling the story of the song.

From watching existing music videos I found that one conventions was that the video should reflect the song in tempo which means that slow songs shouldn’t have cuts lots of cuts in a short period of time. The song I chose, ‘When God Ran’ by Shaded Red, was quite a slow song so I chose not to use cuts to different shots very often as I thought it would not go with the tempo of the song.

I also found that videos usually reflect the songs structure because there is usually a change of scene. I have followed this because in the verse the characters are outside whereas in the chorus and bridge they are inside with the scene changing.

For my digipak I wanted to follow the conventions of existing digipaks as I wanted to make my digipak look authentic and like one you would see in any music shop. One of the conventions that I followed was that the digipak should link to the actual music video as they are usually released together and so if it were released people would either see the digipak and think of the video or watch the video then see the digipak and see the link. I did this by using screen shots from my music video in my digipak. I made the font used in  the digipak  as the bands logo which is another convention as the artists use logos to signify to people that this is they’re style and people can recognise that it is made by them. On my digipaks I have used copyright information to give the digipak some authenticity.

For my magazine advert again I decided to follow the conventions of existing magazine adverts which is similar to the digipak where artists use pictures from or similar to their music video. I followed this by using the picture I used for the front of my digipak because then people would be able to recognise the album from the advert. On my digipak I put copyright information


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Creating a magazine advert

Today I started work on creating a magazine advert for the band I am creating the music video for. I started by looking for previous examples of bands magazine adverts to see what conventions the use which I will try to follow.

Like the digipak, I used the program Adobe Photoshop to create the advert. to make the advert I used the front cover image of the digipak so that people will recognise the album after seeing the digipak. I then added copyright information to give the advert institutional context. I also added reviews to the advert because from my research about magazine adverts I found that most of them have reviews so that people can see what other people think of the album which can make them want to buy the album if it has been highly rated by others.


After making the advert I found people from my target audience and I asked them what they thought of the advert. They said that they liked the picture but they thought that there was too much editing which made the advert look weird. After the redesign of my digipak I felt that I had to change the image to keep the convention of linking the image of the digipak with the advert. I also added tour dates to the advert as from further research I found that the artist usually tours after releasing a new album.

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Magazine advert research

Before making my magazine advert to advertise the album of the artist, I decided to research existing magazine adverts for bands.

I made a comparison of the Foo Fighters ‘Greatest Hits’ album and the advert to promote the album. They both had their similarities and their differences but I found that magazine adverts use the same image of the front of the digipak.

advert and digipak comparison


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Final Digipak

This is the finished version of my digipak. I have shown it to people from my ytarget audience and they said that it looked like a digipak they would see in any music shop. After hearing these comments I will then send it off to the printers where it will be made into the finished product


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Digipack designs

After researching existing digipacks I started to design my own digipack to go with my music video. To do this I will use relevant photos and compile them on the different sides. To get the dimensions for the digipack I will use a template. This will help me to design the digipack as it will allow me to know the dimensions.

Digipack Template

I then started to collect photos from either taking them at a separate photo shoot or by using screen shots.

One of the photos I collected from a separate photo shoot is the back cover image. After taking the photo I then edited it using Adobe Photoshop.

I then put them on the templateand added information like the barcode and copyright information will also add the barcode and the copyright information from the actual single so that it will meet with the digipack requirements.

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Album Artwork Artists

As part of my research of digipak I also decided to take and auter approach to researching  album artwork which is looking at works by artist rather than genre. One of the main artists I looked at was Storm Thorgerson

Thorgerson is a British designer and artist responsible for album artwork for artists such as Pink Floyd and Muse. During his exhibition in 2010 Thorgerson highlighted the process of designing album artwork

The Brief

First of all the designer gets inspiration by listening to demos of the music, reads the lyrics and has conversations with the artist. By doing this it creates what Thorgerson calls a ‘Brain Soup’ from which he could draw ideas from. 


After several conversations with the artist Thorgerson would try to decide on a main theme or ideas. From these several ideas or ‘Roughs’ would be made.


Once a rough  and a budget has been agreed, prototypes are created to make sure the idea works.


A location is researched and booked, which can take a long-time if outdoors and in uncertain weather. Models are erected and positioned, with help from volunteers if the shoot is big and complex. A wide range of photographs are then taken, under varying light/weather conditions and filters


This could be called ‘selection’, where the best shot from the shoot is chosen. This can take several days, if hundreds of similar shots need to be compared.


Finally, having chosen the perfect shot, any cleaning-up or final computer editing is performed, before handing over the final product

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Digipack research

From doing research on Digpacks I have found that:

Digipacks are a type of CD packaging made out of card stock or other heavy paper/cardboard material. Digipacks can flip open like a book, or it can have three parts, so that one portion of the packaging opens to the right and one to the left, with the CD in the center portion

I have also found that the album artwork is very important to the sales of an album. This is evident by this quote from the website ‘Designbump’

A powerful photograph could be all it takes to increase an albums amount of sales

From doing some more research I have found that albums can be distinguished into five types depending on their art work. The source I found this from is

The five types are:


In these album covers there are no photos, they are made with illustrations or paintings.


These album covers use photos and illustrations, but what makes them different is the large amount of space and the minimal visual elements. Many of these covers use their logos for the main visual artwork.


The main visual element for these album covers is a photo, usually either showing the band or having some connection to the title of the album.


These album covers use edited and manipulated photos as their artwork.

Found Objects

This group of album covers feature art that looks like found objects with the band name and album name on it.