Evaluation: 4. How did you use new media technologies in the construction and research, planning and evaluation stages?

Evaluation : 3. What have you learnt from your audience feedback?

Evaluation: 2. How effective is the combination of your main product and ancillary texts?

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

Our brief this year was to create a music video using a song and artist from a genre in which we could choose. To compliment this product, I also created ancillary texts (a magazine advert and a digipak) to help promote the artist and their material. A music video is a visual moving image that compliments a single to portray a visual aspect to the music. Many music videos are different from one another, in order to create different intended effects on the target audience. I chose to create a music video for Adele's 'Hometown Glory' which is from the genre of soul. Our media product complies with the conventions of soul genre music videos from the particular aspects that have been included within the content. Music videos can be varied in relation to style, having one or more of the following - narrative, performance or concept style. My video follows the conventional style use of narrative and performance which I found in the soul genre music video of 'Not The Only One' by Sam Smith (where the artist also appears on stage in their performance scenes). By following this inspiration, this allowed us to portray the artist in different ways in order to show her as extraordinary and also ordinary, in relation to Dyer's theory. Having the artist be perceived in such a way makes her relatable to the target audience from the situation she is faced with in the narrative where she 'falls out' with her friends. This is relatable through the way that this is a common occurence that would have happened to members of the target audience. This relatable nature makes the artist seem more genuine and 'normal' to an audience member, which happens to be an appealing aspect of her. The performance scenes of the artist on stage and by the piano makes her inspirational, as it shows the audience that even 'ordinary' people can become successful and achieve what they want to. Therefore, audiences feel satisfied as they are more likely to want to buy into an artist who is perceived as genuine and emotive. This increases the views/sales of the artist and consequently makes the products more successful. 

The song itself is very reflective of the artist's past and demonstrates a deep, personal meaning to the artist. This personal and reflective idea of the song's content is typically conventional of songs from this genre - soul. For example, during my research, I analysed the video for Amy Winehouse's 'Back to Black' where she uses the editing technique of a black of white filter to not only create a sorrowful, sombre mood, but to also illustrate how the video is reflective of her damaged life in which she lead. I wanted to replicate this reflective and nostalgic idea into the visuals of my music video. We have done this by using a black and white filter on the memories that the artist is reflecting on: 

The monotone nature of the colouring not only illustrates events in the past, but also the negative and saddening emotion that the artist happens to feel. This helps to build a relationship with the artist from the way the audience can feel relatable to her but at the same time feel sympathetic towards her too, as well as making them empathise with her as best as possible. This makes the product more successful as the audience want to buy into something they can relate to. With this successful relationship being built between the audience, they are able to do this and are more likely going to increase sales as a result. Although we have complied with the conventions of the soul genre throughout the video, there are aspects that do not particularly, stereotypically comply and could be said to in fact challenge conventions of the genre. For example, soul genre music videos are very simplistic with the extent of most of their editing only ever reaching the use of a filter. However, in my video, I wanted to create interest and keep the audience engaged by including a couple of unexpected editing techniques. At the very beginning of the video, there is a layered effect used with the performance piano playing scenes and the scenes of London (the London Eye at this specific moment):

 This shows how the artist is being reflective of her past, but also connotes a deeper meaning of portraying how the artist has many layers of feelings within the emotions in which she is expressing. Although the editing technique itself could be said for being unconventional to the soul genre, the meaning behind it being reflective and showing emotion is very much conventional. In other scenes of performance, the artist is shown playing the piano, which is layered by black and white filtered clip of the artist singing the same part but timed differently, making the artist appear to 'lag' themselves:

This use of editing here is unconventional as it goes against the simplistic idea of a soul gene music video, however, still portrays emotion in a different way. The black and white layered additional clip shows that even though the artist is in their element, performing, the negative emotions are still existent beneath the surface. Therefore, the video as a whole does mostly comply conventionally with the soul genre. I have mostly followed the typical conventions of the genre, however have variated my own ideas from a typical convention here (black and white filter). By adding the clip on top but shortly after in relation to the timing, it means that it variates my video and ensures that I can engage my audience. By having this slight challenge to the stereotypical conventions of the soul genre, it prevents my video from becoming predictable and boring. Therefore, by adding variation, I am able to still create a conventional video, however, incorporate my own ideas in a creative way. 

I have chosen to mostly follow generic conventions throughout my products to give the audience some familiarity and engage them within conventional elements however, slightly adapt them in a creative way. For example, using the black and white filter to overlap the performance scene of the artist in the piano scene. This adds variety, but also engages the audience through the use of the black and white filter implemented within the scene. By following conventions, it can appeal to audiences who like soul genre music, as well as the target audience as soul artists relate to the audience and connect with them further. They are more likely to buy into the artist if they can recognise particular typical should genre conventions but also appreciate how they have been included within the production.

All three of my products - music video, magazine advert and digipak work successfully together to represent my artist in such a way that enables the audience to build a relationship between themselves and the artist. The use of black and white is a common theme throughout all three of my products, consequently creating a clear link between the products. Although the effect is used in all products, it has been used to convey different emotions in some cases, for example, in the music video is it reflective and nostalgic of the memories with the artist and her friends. However, in the magazine advert and digipak it is more to convey negative emotions and connect with the emotion of the artist, rather than the  narrative that is being emphasised in the video. Having a clear link between all three products means that the audience can familiarise themselves with the artist and their current but also future products. This is because they can then associate the links between the products in future reference, making the artist more recognisable. 

Final Cut

Final Individual Ancillaries

Rough Cut - Miss Miller

To any production, audience feedback is vital because it allows a opportunity to improve the production and ensure that it appeals and satisfies the target audience. Audience feedback allows us to retrieve what was liked about the video and what wasn't so much, including how it could be improved. A better more audience satisfying production increases the chances of it becoming successful, and so having a rough cut ensures that in-particular changes can be made for the final cut. A rough cut also outlines from a producer's point of view what is liked and what isn't and what areas could possibly be improved in order to produce a successful and self-pleasing product. The benefit of a rough cut in relation to the music industry allows the producer to seek what could be altered in order to compete in the competitive market. It would also outline conventions of the genre and allow us to seek what target audience members want and expect to see - which could help others in the industry from the same genre. The rough cut ensures that the final cut can be as accurate and satisfying to the target audience as possible making it receive more attention and a bigger 'buzz' around its release. The more attention that is drawn to the video, the more successful it becomes for the production company and artist. The artist becomes more recognised and known in the industry and the production company becomes more valued and also known within the industry. If the video is to the best of its ability, it creates a good reputation for both of the production company and the artist.

Target audience feedback was retrieved in a number of ways. For example, we organised a screening in class where class members and teachers watched the video and shared their view with us. The general comments were that the video was good but there was the reoccurring feedback that the use of the overlapping editing technique was overused. So, from this being outlined by various members of the target audience through the feedback that was retrieved in this way, it has broadened our view on editing. It has highlighted that we need to include other editing techniques that could create a similar effect as to what we intend, but prevent the repetitive use of the same editing technique. We also managed to receive audience feedback through carrying out a questionnaire to discover the most favoured parts aspects of the video (what not to change) and the least favoured (things to improve on or change). This way of carrying out the feedback meant that people were more likely to be honest if they knew they could remain anonymous and wouldn't have to directly face group members, feeling pressure to be polite in their feedback. Getting honest feedback is important as it ensures the aspects that need to be changed are outlined and are taken notice of. Audience feedback was also retrieved through uploading the music video rough cut to YouTube. This allowed people to comment on the video, expressing their thoughts and feelings on the production and suggesting any ways in which it could be improved. The qualitative data from this type of audience feedback enabled us to recognise genuine feelings towards the video from a target audience member's point of view. This is vital in helping us make the video appeal to the target audience as this is what is going to make it a success. After uploading the video on YouTube, the link was shared to Facebook to reach a more mass audience type and retrieve further feedback. The general comments were positive ones which helped to highlight the good parts of the video and aspects that should stay present within the production.

We managed to retrieve a fair amount of positive feedback on the video from our target audience. The first comment was stated through Facebook. The audience member claims to have really liked the video, especially the variation in location and timing of shots. Having the artist being presented as normal and relatable, just like any other audience member, is important to come across in this way as this is a convention of the soul genre. This relatable nature that the artist has developed, means that the audience can appreciate the artist and understand them more easily in relation to them as a person and the emotions they are trying to convey. This particular audience member liked also the 'glamour' parts of the video, inferably because it shows the artist in their natural environment. It demonstrates the talent and glamorous lifestyle in which they lead, which inspires the audience - especially as they have seen her in a relatable state beforehand. The artist shows that even a 'normal' person can become famous and achieve their ideal career. This idea seems to have appealed to the audience and so we will ensure to show the artist in both states 'normal' and 'glamorous' in the final cut. The comment also refers to the location being London and at home - in a positive way. Because of the meaning behind the song, being very reflective of the artist's hometown, we needed to get this across through the visuals of the video which have clearly been achieved through this comment. The fast and slow timing of shots have also seemed to appear appealing for this audience member, most likely because it prevented the video from being uninteresting, as the viewer claims that they 'wasn't bored' and 'watched the whole video'. Positive feedback such as this particular comment gives us the confidence that reassurance our ideas are satisfying the target audience. Knowing how particular parts and the artist's representation is coming across to an outsider is very useful in making sure to achieve what we intend to. 

Below is another positive comment which has been retrieved from a different platform other an Facebook - YouTube:

Location is also praised again in this comment, likewise with the comment from Facebook. As well as location, the costume as part of mise-en-scene is favoured here, which pleases us as this shows that the costume is clearly helping to identify the intended representation of the artist - as the viewer has highlighted. They also state that these aspects are 'really conventional' to the soul genre - which is another positive remark that we intended to come across as. This particular audience member has specifically noted the timing of '2:12' in the video where the editing was particularly appreciated for the way it 'breaks up the shot of her singing and engages the audience'. Audience engagement is key, especially fgor a soul music video as the artist conventionally has to show passion and meaning when they are singing. The visuals have to be gripping and not become uninteresting, so knowing that the particular doubling editing technique that we have used here is keeping the audience engaged is satisfying. We have use tis technique elsewhere in the video also but we will not use it again, purely for the fact that we do not want to overuse the effect, for it would be at risk of becoming repetitive. 

Another positive comment was also retrieved from YouTube:

This audience member seemed to like the style of the music video as a whole and claimed that it 'fits really well with the soul genre'. We decided to use a mix of narrative and performance style in our video to demonstrate a narrative but also show emotion within the song through performance. We decided to use some performance scenes at a piano and some on stage, as well as some in London. Using the stage as the most prominent performance setting is conventional to the soul genre as it shows the artist exposed in terms of emotion and allows them to genuinely perform the way they would to portray emotion to a genuine live audience. This appeals to the audience as they are able to see the artist as if they were genuinely performing to them. The secondary setting for the performance scenes are by a piano where it shows another side to the artist. It allows the artist to be shown as talented with more to offer than just singing to the industry. Their passion for music is reflected through this secondary performance setting as it also allows the artist to reflect emotion in a different way. The narrative is a relatable one, based around friends and reminiscing on how things used to be and reflecting on the changes that the artist may have made. Being able to relate to the artist is important for an audience member as they are more able to build a relationship with the artist in a more effective and genuine way. This audience member has suggested to add more narrative scenes to make the narrative clearer. If the narrative is not being made clear enough to our target audience, it is going to work towards decreasing the chances of the video becoming successful because the audience will not be able to fully engage in the production. We will ensure to include addition scenes in the final cut to reinforce the narrative in attempt to make the storyline clearer. 

We also received constructive comments through YouTube:

The first comment seems to have shown appreciation on the music video as a whole, stating the favourite parts being the editing techniques that were used to show the reflection of the artist on her memories with her friends. However, they have stated that the narrative is unclear and that the addition of more scenes would help prevent this confusion by making the narrative clearer. Although we have managed to get across the fact that the artist is reflecting on memories with her friends in the narrative, because it is still said to be unclear, this lack of understanding would further lack the engagement that we intend our audience to have. Because of this, we will ensure to include more narrative scenes. The comment on the unclear narrative is mirrored by the second audience member's comment as they state to like the performance scenes but 'improve on the narrative because it was unclear'. Because this comment has been a reoccurring one throughout the feedback that we have received, it will definitely be addressed and worked upon, in order to satisfy the audience in the final cut. The editing is further praised in the second and last comment, particularly in reference to the transitions that seem to 'smoothly change scene'. Having good and smooth running transitions is effective in making the video flow well, so we will ensure that this is a consistent feature throughout as clearly the audience have seemed to favour the effect it has. 

Overall, taking all the audience feedback that was retrieved into consideration, we will definitely make changes to the narrative. By doing this, we will ensure to add scenes to make the storyline more clearer, such as by showing why the artist is no longer close to the friends she once had. By showing this through an argument or something along the lines of this to show a hurdle in their friendship, will make sure to display the reasoning for their separation and therefore a more clearer narrative. This will make the audience feel more engaged in the video as they will have a better understanding of what is going on and a better chance to empathise with the artist and feel more relatable towards them. The final cut video will also be more successful, as we will have ensured to take on the feedback of the audience, complying with the suggestions that they have put forward and the improvements they have suggested. 

Individual Digipak Analysis - Miss Georgiou

I have created an individual digipak to display how I feel the artist can be promoted and portrayed through a product of their own. Digipak's allow the audience to have a better quality quality with more access to aspects created by the artist, for example, more exclusive pictures. An ordinary CD only has a front and back cover, however the digipak connects more with the audience through the particular elements that make it more personal to the fan, the artist's message to the purchaser, for example. I wanted ensure that the conventional soul artist that Amy is supposed to be is portrayed clearly across through elements within the digipak. I was very much inspired by Duffy's 'Rockferry' digipak through the way in which the colouring was consistent throughout, giving the digipak a running link but also, allowing it to display the artist's genre through this particular convention of the soul genre that is used to emphasise her style. The black and white really creates a sombre tone to the digipak, but also gives the audience a glimpse of what could be within the contents - negativity but raw, genuine emotion.  By using near enough the same colour theme through my digipak of black, white and red, I have displayed this soul convention also. 

This is my Digipak for Amy's album '18':

I have chosen to use certain elements within my digipak for particular reasons, baring in mind the representation that I want to give my artist and the genre they come from. The colour scheme that I have used throughout my digipak is black, white and red (mainly - the eyes are blue). The black and white is a consistent feature of colour throughout my digipak which reflects the past and a reflective nature of the songs and their content. This is very conventional to soul as the content of their material tend to be very personal and reflective of experiences of their own. Complimenting this black and white colour scheme, red is also a colour which is secondarily used as the next prominent use of colour, as it connotes love and passion. Having passion in their work and the industry as a whole, is conventional for an artist from the genre of soul. By having this 'splash' of the colour red, it helps to intertwine this idea and representation of the artist. From the input of this, the audience build a better relationship with the artist as they feel more appreciative at the fact that the artist doesn't take for granted the opportunity in which they have in the industry. Being passionate about their material and their work makes the music more genuine and raw to the artist, allowing the audience to understand the emotions of the artist a lot more easily. The audience are more likely to familiarise themselves with the situations and experiences that the artist writes about, which makes them more appealing. It also reinforces the monotone nature that mirrors the negative emotions portrayed within the content, showing how the experiences that the artist tends to write about is not positive - conventional to the genre of soul. The back cover includes a list of all the tracks on the CD. There is a small red heart that is overlapped by each track name as they are listed, which displays how personal to the tracks are to the artist. The hearts act as a way of demonstrating how each track has been created 'from the heart' and reinforcing the fact that the emotions portrayed within, are genuine and real. The redness of the hearts illustrate passion and love for the material that she has written and the way in which they are not full hearts (only outlined) could suggest that she feels there is part of her which is now missing due to the experiences that she is sharing on the album. This appeals to the target audience as it makes them feel as if the artist wants to be more open with them, giving them a better chance of building a relationship with the artist. The '18' and 'AMY' on the CD really stand out because of the black background against the contrast of white and red. By putting a white glow around the red '18', it makes it more prominent and gives the illusion that it is standing out closer. This ensures that the CD is simple, but also makes it effective and eye catching. On the front cover, I decided to enhance the artist's natural blue eye colour by altering the brightness and saturation of the colour and excluding it from the black and white filter affect. I included blue colouring of the eyes to not only contrast from the black and white but to also coincide with the experiences she wants to emotively express and share with the audience. Blue connotes sadness and upset, so having this colour emphasised for her eyes, illustrate the hurt and pain that she has been through, inferring literal tears in her eyes. It is also symbolic for the content and emotions felt by the artist within each song on the CD, giving the audience more of a better understanding of the artist and the emotions they are conveying. By including the blue feature here, it breaks up the strong theme of black, white and red, which actually makes its presence unexpected and pleasant. I slightly altered the black and white filter surrounding the blue by changing the contrast to 20% and the brightness to 30%, enhancing the features of the artist, and defining her stare more intensely. I have used the colour theme of black, white and red throughout all three of my products to link them in a visual way and allow the audience to acknowledge this link easily. Although the audience can then notice this link, it also means that they can recognise the consistency of the way in which the artist is represented and appreciate how they can feel relatable to her through not just one, but through all of her products. This is important because it means that audiences can feel satisfied in the way in which they see the artist and creates a better chance for the artist of becoming successful. It shows how they are just being themselves and are not changing the way hey are representing themselves just to satisfy every audience or fit into the industry. They are therefore more likely to hold a longer and more successful career from this by consistently featuring links between their products - here, my most prominent link is the colour scheme.

I believe that my digipak conforms to the conventions of the artist's genre - soul, through many different ways in relation to particular features that are included. For example, the artist is not looking into the camera in any of the images, apart from the front cover. This is very much a typical convention of a soul artist as they tend to display a lacking of confidence through insecurity. Not being able to look directly into the camera suggests a lacking of comfort in relation to eye contact. If you're talking to someone who doesn't make much eye contact, this shows a lacking of confidence - the same is applied here. Even though the front cover displays the artist looking directly into the camera, insecurity is still retrieved through the way that they are still covering up part of their face as if they feel the need to hide away or cover up. This conventional use of pose for the artist is appealing to the audience as it makes them feel empathetic towards them. Insecurity is a common feeling amongst many of the young target audience members, and so if someone famous demonstrates having the same feeling, it creates a common ground between the audience and the artist. Audiences feel more engaged and appreciative of the artist then, because they feel they can relate to how they are showing to feel. I have demonstrated this theme of insecurity through all of my products to carry this representation of the artist throughout, strengthening the relationship between the audience and the artist for they can feel that this is an ongoing emotion and one that could only heal overtime. In the music video, the artist is shown in an insecure way from breaking up with her friends and not displaying the confidence to heal the friendship. She is shown only to reminisce on the memories and become upset when thinking about the past. In my magazine advert, the artist is looking down which demonstrates how she is lacking the confidence to look at the camera. A further convention of the soul genre is the simplicity featured throughout the digipak, especially for the CD. Soul artist's tend to promote themselves in a plain and simplistic manner in their promotional materials. This allows them to be fully exposed in terms of emotion and for them as an artist, as well as allowing own interpretation to be transferred through. The audience therefore, can interpret the artist ihn their own way from the raw and exposed artist that is shown, rather than having influence from elaborated text, or major effects, etc that could scatter the digipak. The target audience is also a young one, meaning that they tend to be lazy in reference to reading elaborated texts. The way in which this digipak is simple means that it appeals to the target audience as well as conforming to the conventions of the genre because they are more likely to be engaged and take more notice of the visuals shown. This is important because the visuals are the part which will initally attract an audience member to pick up the digipak and draw their attention. 

Having a close up shot of the artist on the front cover, I think, helps to attract someone to the digipak because it 'stands out' against other digipaks. In compliment with the stare directly at the camera, the front engages the audience and tempts them into picking it up to see what it has to offer. The close up nature of the image also allows the audience to witness the intricate detailing of the artist, making them more familiar with them and feel more connected with them in terms of their relationship. Exposing the artist in such a way, suggests to the audience that the artist is trusting of the audience, allowing them to share the emotions and themselves as a whole with them. The target audience therefore, appeal to the artist because they appreciate how open the artist is being with them and respects the emotions in which they portray. The second slide of the digipak shows the artist in London with a typical London telephone box in the background. The way in which the artist is seen closer to the camera, with this feature blurred in the background, it reflects the past and the way in which London clearly has a personal reference to the artist. Having the telephone box behind her infers that they see this setting as part of their past now, or, in another way, it could show that she is not comfortable with being in this setting of London from the insecurity that is displayed from the fact that Amy is looking down. The personal nature of the setting is conventional to the genre of soul as the songs are normally based on personal experiences and meanings, which is mirrored within the visuals of this particular image. The audience tend to appeal to this because it's as if they are getting an insight into the personal life of the artist that is normally hidden or not mentioned by the media. In the fourth slide of the digipak, it demonstrates the message that the artist has personally wrote to the fans. The way in which the image shows a hand holding a piece of paper that the message is written on illustrates just how personal the message is. It gives the impression that the artist has just hand written the message themselves which has more of a meaning towards the audience. They feel as if the artist is more considerate of them and comes across in a way that the artist genuinely cares for the fans in which they have. This appeals to the audience too because the artist has dedicated time to them and time to appreciate them and all of the support that they have given the artist. The audience instantly feel to carry on supporting the artist from the appreciation that they have retrieved from their ongoing support already.

The layout and design of my digipak is that the first side is the front cover, the second is an exclusive image of the artist, at the third slide the CD is displayed, the fourth is a personal message from the artist to the fans, the fifth is another exclusive image of the artist and lastly, the sixth slide is the back cover. For the front cover, I placed the artist's name and album name at the top to ensure that the artist and album name still stand out but without taking attention away from the image. Having just the image and the simple 'AMY 18' is also conventional to the genre of soul as they tend to go for very plain designs. This also engages the audience into picking up the digipak as it intrigues them to find out more about the artist and what they have to offer. My CD shows a large '18' that is spread across and actually laps off the CD, however you can still see that it says '18'. At the side I have put the artist's name to clearly identify the link between the two. Having this layout still makes it simple but also ensures that it is effective and prevents it from looking boring or unprofessional. In one of the exclusive images (slide five), I have put a quote from the artist's debut single that is included on the album and placed it above the artist's head. This could inferably show that it is  thought of the artist's from the place it has been placed and still shows how the artist isn't looking at the camera. Having the telephone box behind the artist and the artist themselves central, means tat all the attention is on the artist and this is emphasised through the way the artist is in colour. Placing the artist at the bottom could also show the position of her emotions and reflect the fact that the content within could be about the 'low times' in her life and the negative emotions that she once felt. This is appealing to the artist as the quote gives them a glimpse of what the album has to offer and the positioning of the artist infers what type of emotion they will expect to find, especially as the artist is looking down - further reflecting insecurity. This intrigues the target audience and engages them enough to want to know more about the other songs of the album.

The typography is very simple throughout my digipak in order to comply with the typical plain conventions of the soul genre. For the artist's name and album name I have used the classic font of 'Times New Roman'. This is clear and simple that could reflect the relatable nature of the artist and show how she is plain and simple just like another audience. It also suggests how exposed the artist doesn't mind being, as the clearness of the font portrays the way in which the artist is open with their feelings and open with who they are. On the front cover the font is very large in order to seek the initial attention of a potential purchaser. On a shelf, the digipak needs to stand out against the rest of what is to offer. By using large font, complimented by a close up of the artist, this instantly attracts attention because of the boldness of the cover. For the personal message from the artist, the font is more hand written like, which shows how personal the message is. The audience appeal to this as it seems as though the artist has just written it themselves and doing it in a letter format makes it more personal to the audience member as it seems as if the artist is directly writing the artist to them. By having the 'Amy x' at the end of the message/letter in a more signatured font, it makes it seem as if the artist has generally signed it. As well as this, audiences are more likely to be familiar with the autograph of the artist and so by doing this, they familiarise themselves more with them.

The language used within my digipak is very simplistic. Soul artist's do not have much information in their promotional products due to the way that their music expresses how they feel and what they have to offer. The simplistic nature makes them seem more versatile and welcoming as an artist as it ensures they come across more genuine and not a forceful way through cramming lots of information in which sometimes can come across as needy. The only part of the digipak that is less simplistic in terms of language, is the personal letter to the fans. This is elaborated and demonstrates exactly how the artist feels towards them, expressing how much the fans mean to them. Soul artists are very expressive in their music and when it comes to the fans, they are very appreciative of the support they get - like any other artist. Soul artists tend to be more genuine and relatable which makes them also more appealing. When mentioning fans and support they tend to be more open with how they feel and very appreciative as the genre is such a wide variating one that not every soul artist is the same and therefore, different people will like or not like them depending on individual taste. 

Meetings - Miss Miller

It is important to regularly meet with our group to discuss ideas to ensure that everyone is up to date with how everything is being produced. Satisfaction should be felt from each group member and the regularity of meetings means that ideas can further be elaborated on if necessary. It also means that each part of the music video is planned and developed efficiently, in as intricate detail as possible. To organise our time, we made a table to give ourselves a clear structure as to what will be planned and when. This ensured that each group member was aware of the agenda of the meetings and could prepare ideas in which to share with the group relevant to the part of the video that were to be discussed. 

Overall, our group worked well together from the way that each member made contributions of ideas to apply to the music video. We created a group chat to ensure that every group member was aware of the times and dates of the meetings and what was to be discussed within them. Because of this, every member attended each meeting so there was no time wasted by rearranging meeting times, which was helpful as it allowed us more time to work on the filming of the video for example. It also allowed members of the group to alert the others on days they perhaps couldn't do or would find difficult making, allowing the group plenty of time to compromise on another date within the dates in the table. Having all of the members in one chat also meant that any queries or questions that someone may have had could be sent to all members with the hope in that any member could help with a relevant and helpful reply. The first meeting was in-particular was important and beneficial because it was a very important decision that needed to be made - the artist and song that we were going to use. By discussing our ideas widely, we were able to ensure that every group member could have a say in the decision and put across personal ideas of their own. It was beneficial to keep a record of what was discussed at each meeting as it allowed us to reflect on what had previously been discussed and let us make note of our ideas in an organised way. 

Photo Shoot - Miss Georgiou

It is important to take pictures of the artist as they are used to help promote and market the artist and the material in which they create. The different ways in which an artist can come across can be helped by the way they are portrayed in a picture, for example, if they are looking down this could suggest insecurity and a lack of confidence. The images that are captured are used for the promotion of the artist through magazine/newspaper adverts, general single or album posters, albums, singles, digipaks or merchandise. Anything that the artist is mentioned on/in, images are most likely going to be included and so the pictures need to be taken in an effective way in order to seek the intended representation of the artist. A variety of different pictures of the artist is important to have as it demonstrates versatility, interest and adds a different mood, atmosphere or interpretation to them in an effective way. The audience can also witness the artist differently from the change of location or pose, for example.

I chose to take this particular image as I needed a conventional close up shot of my artist for my magazine advert. I wanted an image that would capture the audience's attention, engaging them into reading the advert and taking notice of the album that is being promoted. It is conventional due to the fact that it is a close up, but also the pose in which the artist is doing. They are looking down which demonstrates a lacking of confidence and a sense of insecurity that is often found in soul artists. The way in which they are also holding their coat up to slightly cover themselves demonstrates restriction and a feeling of wanted to cover themselves - which also supports the lacking of confidence in which they seem to face. I like the way that the image allows room for information to be placed without causing distraction from the main image itself. I feel that I could put the artist and album name at the top of the image, whilst leaving the other information on when the album is out, etc, at the bottom of the image. The way that the artist is not looking into the camera is what I think is most likely going to intrigue the audience as it makes the insecurity in which the artist infers, to be relatable to the audience. They are able to build a relationship with the artist from the empathetic connection that is created here. 

The next image in which I took was this one of the artist on stage, looking down. I wanted to show the artist in their 'natural setting' demonstrating the passion in which they are intended to have for the music they create and the industry itself. Having the artist 'dressed up' with a glamorous but classic red lip makeup look also compliments the black, white and red theme in which I intend to have across my products. I want to use this image for the back of my digipak, where the track list will be displayed. I think that I would place the names to the left of the image, on the curtain, whilst having the artist placed on the right hand side. This makes sure that the artist ca still be viewed, however, so can the song names. Using this for the back cover links the songs to the setting in which the artist is placed in as it is as it creates the connection between the songs and the way that they would be performed on stage. The pose is quite natural and still links into the conventional representation of the artist being insecure from the way they are not looking directly into the camera. As well as this, it is clear that they are also not looking into the audience either, which illustrates a further lacking of confidence but a sympathetic effect is created as a result which is a way that connects the audience with the artist and allows a relationship to be built.

I wanted to take a picture like this one as it displays the artist not looking at the camera and looking out into the 'open'. Soul artists tend to write songs on personal experiences that link to negative feelings in which they emotively express. By having a picture which shows them looking out, it almost creates the affect of longing for something better, or longing to feel better in themselves and the emotions in which they feel. It could infer to symbolise hope and want in reaching a place where the past is behind them and they are hopeful for what is to come. I thought this would be an effective image for the front cover of my digipak. This is because on a CD shelf, I think it would be attention grabbing and engaging as it is intriguing to find out what the artist is looking at, but still demonstrates them as being a typical soul artist in which they are. I like the use of a shallow focus on the artist as it ensures that attention is on them and that this is where the central point of focus is for the cover. I feel that if I change the background to something more simplistic, it would go more well with the simplistic theme featured throughout my work and promotion materials or the artist. 

I wanted to take a picture such as this one because the more rareness of a black telephone box, rather than the classic red one was quite intriguing and complimented the uniqueness of a typical soul artist.The artist, once again, appears to be looking away from the camera further demonstrating the feeling of insecurity within the representations of my artist. The way that the telephone box is black, as well as the artist's clothing, makes it seem as though no matter where the artist goes, the negative emotions of her past are still with her and affects what she comes near to. I like the more cold atmosphere it supplies and want to use this for one of the images featured in my digipak. It suggests that the artist is in London and therefore is conventional as it is a personal setting to the artist for it is supposed to act as somewhere close to them in relation to where they grew up. This helps build a relationship between the artist and the audience as they feel more familiar with the artist and retrieve more of an insight into the personal meaning of the photo to them.

I think finding the settings for the pictures in the photo shoot went quite well, mostly due to the fact the settings featured were fairly simplistic, apart from the ones in London. Finding good lighting was something I found quite difficult, as most of the images taken for my promoting materials were captured outside, meaning that the weather could affect the way in which the picture turned out. On a couple of occasions, pictures had to be retake in order to result in better and more intended looking pictures that would be more appropriate for what I wanted to use them for. Overall, I think that the way in which the artist is not looking directly into the camera for any of the images represents them in a typically conventional insecure way. This creates consistency throughout my promotion material for the artist as the feeling of insecurity and a relatable nature is clearly featured throughout. The audience appeal to this as they are able to feel empathetic towards the artist and build a relationship with them as a result. The way in which the artist has also been placed in a setting personal to them and many others for being a popular capital city - London, makes her also more relatable. Places seem to have different effects on people and can have a personal meaning to someone - likewise with our artist as it is her 'hometown'. This shows her for being relatable and genuine, likewise with any other audience member giving them someone to look up to and aspire to be like. It is also appealing being represented in this intended way as the audience are more likely going to want to buy al album off of someone who is genuine and passionate rather than someone who is in the industry for purely the fame and money, etc.

Individual Magazine Advert Analysis - Miss Georgiou

Magazine adverts can be very important in relation to the promotion of an artist's album/single. I have created an individual magazine album advert in order to seek attention from different media formats to ensure that the album has the recognition it deserves in order to become successful. By creating a magazine advert, it allows a further more mass audience to witness the advert and be aware of the artist's album release. This increases the sales of the artists album and also reaches out to intrigue and attract a different audience. 

There are many reasons as to why I have chosen to use particular aspects for my advert, mostly of which to ensure conventionality to the soul genre. Deciding how the elements of the advert are illustrated is important in attracting the target audience, as well as representing my artist in the appropriate and intended way.

There is a strong colour theme of black, white and red within my advert which not only complies with the genre of soul, but also connotes representations of my artist in which I want her to come across like. The black and white applied as a filter to the advert is very reflective and demonstrates how the artist is very reflective of the past. This gives the audience a glimpse as to what to find on the album and helps to infer how the songs included are based on her past and experiences that she has faced. Black and white, being very monotone in colour also releases a saddened atmosphere and represents the artist as a conventional soul artist for the content of the songs are based on negative experiences normally associated with love or heartbreak. The black and white helps to reinforce the fact that these experiences are in the past and that the negativity is also in the past with the experiences. I adapted this editing feature by altering the contrast by 70% and brightening the filter by 10%, meaning that the artist's features are more prominent and visible, ensuring she is the main focus when first laying eyes on the advert. There are red aspects within the advert which connote love and passion - illustrating the artist in a way that makes the audience appreciate their efforts in delivering material that is passionate and relatable. This is an attractive quality to an audience as they feel as if the artist is just a normal person like them, who goes through the same or similar experiences to any other person. Red lipstick worn by the artist in my advert is a classic look and is conventional to the genre of soul. It could also arguably suggest maturity and a more 'grown up' look that makes the artist appear more sophisticated. By using the colour on the lips whilst the rest of the image is black and white allows for a link to be created between the image and the text within the advert as there are other red aspects within that are not part of the image. I used a second layer on top of the image for the black and white filter and so used the rubber tool to erase the lips to demonstrate them being the only red feature in the image. I then enhanced the colouring of the red lips by changing the saturation to have a red tint. I did this so that all the red aspects would match to the same colour red, to coordinate together successfully. Having this red theme could also show how the artist has many stories to tell and experiences to share with the audience i relation to love and passion in particular. The red colouring being in contrast to the black and white, is used in my magazine advert to highlight and emphasise particular information within. For example, the artist's name is in white which connotes innocence and purity in relation to the artist, but next to the name is the album name '18' which is in red. This clearly indicates a separation between the artist's name and album name but also shows how the content within the album relates to the connotations of red such as love, passion and maybe even anger in some cases. Also having 'number 1' and 'Hometown Glory' in red helps to emphasise that these are important points to recognise within the advert. The last text that is on the advert is 'Out Now' which is also emphasised through the way it is coloured predominantly red with a white shadow (likewise with the album name). Being the last part of the advert that the audience would read, it needs to be memorable. By colouring it red, it highlights its importance and aids to linger the fact that the album is 'Out Now' for the audience to go and buy and ensures that they are more likely to go out and purchase it. The simplicity of the colouring also conforms to the soul genre as it doesn't distract attention away from the artist or from the information that is displayed within the advert. 

I have made important decisions within my advert to ensure that it conforms to the genre of soul in the most accurate way possible. For example, the image in which I have used is conventional to the soul genre as the artist isn't looking directly into the camera. This represents the artist as having insecurity within herself and a lack of confidence is also illustrated. This is conventional because soul artists tend to be less extravagant as opposed to artists from other genres such as pop. They tend to be less flashy and see themselves as more 'in the background' of the industry, however manage to achieve success due to this quality. Many people go through insecurity and a lacking of confidence including most, if not all of the target audience. This makes Amy more relatable to the audience and they can empathise with the way that she is being represented, also reassuring themselves that not just 'normal', less famous people that go through feelings such as this one, consequently making them feel better about their situation and feelings. Soul artists often write songs based on personal experiences that are very reflective of negative times in their life, making them emotive, but relatable. Having a close up image is symbolised the way that the artist is willing to be exposed in a motive to demonstrate their true emotions through the content of their material. The artist appears more genuine in this light and the close up nature of the image makes the content more personal to the audience. Having a close up means that the artist is willing to accept the flaws that they may have and/or feels that they want tot he artist to be more familiar with them. The black and white nature of the advert is a further convention that also helps to convey this exposed, relatable type of representation that is more explained in reference to the colours in which I have used for my advert. Typically conventional of the soul genre is having a simplistic advert, holding a limited amount of information within the content. The target audience for our artist, Amy, doesn't exceed the age of 35 - making the majority being the young generation. Younger people tend to be more lazy than older in relation to reading any sort of elaborated text. If something is more simpler, they are more likely to wait and read it as they know it won't take long and that they are able to remember it. Therefore, by having a simplistic advert not only complies with soul genre conventions, but also attracts the target audience in a way that will make people recognise and take notice of the advert more closely, ensuring the audience only acknowledge the information relevant to what they need such as when the album is out and what track my be featured on it.

The layout and design of my advert isn't complex, which matches the simplicity and chilled vibe of the advert. I have the image central so that the artist is the first thing that catches the eye of the audience and initially attracts them to the advert. This intrigues them into stopping and looking at the advert, taking care to read what is within. The first thing that the audience will read on the advert is the artist's name and then the album name which are placed next to each other at the top of the advert. This is where naturally we tend to look first and so this instantly familiarises the audience with who the advert is for and what it is promoting. The artist name and album, 'A M Y 18' does not however cause a distraction from the image of the artist as it doesn't interfere with the main focus of the image and only crosses over the artist's head. I have chosen to place the lasting information at the bottom such as the star rating reviews and what the album features on it. This acts as a way to intrigue the audience and promote the album in a attractive and successful way, also working like a climax to the 'OUT NOW' text featured as the very last thing on the advert. Making this central and at the bottom of the advert ensures that this is the last thing that will be read by the audience, meaning it is more likely to linger on their mind and leaves them reminded of the release of the album and the fact that they can get it now. This helps to make people more aware of the album and is more likely going to aid in increasing the number of purchases the album succeeds.

I have used different typography for different parts of the advert. For example, I have used a simple but classic style font of 'Times New Roman' for the artist's name, album name and 'OUT NOW'. This creates a link between the three aspects of the video, sending out the message that the album '18' by 'Amy' is in fact 'out now'. It also represents the artist in a way that makes them seem not too overcomplicated and complex, as well as the less extravagant appearance that they seem to have. The font is simple but leaves room for interpretation of the artist and so allows the audience to get the feeling of wanting to find out more on the artist as not much is given away. Then, by purchasing the album, they are able to learn more about the artist and the experiences that they have been through. For the mention of 'Hometown Glory' being included on the album, I have made this a different font ('Gadget') to create distinction and separation from the rest of the line in order to create emphasis on the name of the song. The advert describes the song for being the artist's 'number 1 debut single'  (which also stands out in the text from being coloured red, but uses the same font of 'Univers Condensed' as the sentence) and so by emphasising the song name, it creates familiarity with the audience. They are more likely to acknowledge and recognise the song, associating the success with the album and therefore making them want to purchase it. By promoting the album in a way that associates it with something already successful, ensures more sales as the audience believe that the album is likely to be successful too. This is attracting to the audience as it also creates interest within the advert, preventing it from being too simplistic to the extent where it is uninteresting an boring to look at/read. This general simplistic use of typography however, is conventional to the genre of soul as the artist is more elaborative and innovative which is demonstrated through their material, rather than their marketing. The audience feel more engaged and intrigued to find out who and what they are as an artist, seeking what uniqueness they provide to the industry. 

The language used throughout the advert is short and simplistic to match this simplistic soul genre style. For example, by keeping the reviews to uncommented ones, but as star ratings, this still proves the album to be successful and attracting to the audience however, doesn't mean that they have to read a lengthy review in order to find this. The star rating is a good way to create this effect as it allows for a visual and quick idea of how good the album is meant to be, especially when the ratings are from well known media sources, such as 'The Daily Telegraph' and 'Billboard' who are featured in my advert. This promotes the artist in an effective way as it shows it to be successful, consequently making it more attractive to the target audience, making them want to purchase the album.

When using photoshop I found it difficult at first to try and make the image black and white but change the colour of the lips to stay in colour. However, once changing around the layers and using the rubber tool, I found that I could complete the effect that I wanted to create. By zooming in on the image and also changing my brush size, I was able to rub out the black and white lips as accurately as possible, leaving a professional looking finish. The colour of the lips were slightly different to the colour of the red font features throughout. I wanted to ensure that all the reds were at a similar shade to improve the consistency within the advert and so I experimented with different colouring of the saturation, brightness and contrast in order to try and make the lip colour as close to the font colour as possible. Once exploring the different colour editing options available, I found a colour that coordinated with the font to an extent that I was satisfied with. I liked experimenting with the different fonts within Photoshop and the effects in which you can add to them. For example, on the artist's name and album name I added a black-based outer glow which made the name more evident and eye-catching within the advert. It gives the illusion that the text is slightly more forward in the advert, creating the same effect as a highlight would. This is important as it is the main promoting text that is features on the advert. 

I feel like the simplicity of my advert means that it conforms to the soul genre - the genre in which my artist is from. The room for interpretation of the artist is something that can be taken from a simple advert and allows personal interpretation from the audience. The audience also feel the need to find out more about the artist and the type of material in which they create, with the different experiences that they have faced. The representation of the artist as having a lack of self confidence and insecurity is also extremely conventional to the genre of soul as it links to the relatable nature of soul artists and also the negative feelings of which they base most of their material on. I therefore believe that this magazine album advert appeals to the target audience as the simplicity means that they are able to remember key information about the advert. In addition, they can feel empathetic towards the artist as they sing about experiences that audiences members would have likely been through such as heartbreak and insecurity. 

Risk Assessment - Miss Miller

The purpose of having a risk assessment allows for the possible risks to be outlined and discussed within the group. Once we recognise and discuss the possible risks that may occur during the production of our music video, we are able to manage the risks and ensure that there is as low chance as possible for them occurring. By making sure that the risks are low, it makes our production a lot more safe and quicker to film and edit. By creating a risk assessment table, it also helps to highlight the alternative options from filming in a particular setting or at a particular time, etc so if there is a change in filming day, for example, we know to make sure it is not a repeat of the original filming day. It's important to consider the risks before filming as it helps us to prepare for the aspects that need to be put in place in aid of eliminating the risks that may arise.

We followed the risk assessment as best as possible to eliminate any possible risks created during our production process. The risk assessment allowed us to prepare for our filming which made it better for us in terms of risks, as they have happened to shrink and now only are at a minority of risks. The risk of the wires on stage was one that we did find and had to ensure that because the artist was wearing heels, the wires had to be clearly visible in order to prevent the risk of a fall. This was an issue in the scene that we did not consider before, however made us realise how important it is to counter to each person who is in and working on the scene. By following the risk assessment, we found that there were no further possible risks that occurred when we were filming. Therefore, we did not have to work around our filming in order to eliminate the risks because there were no further risks in which we identified. The risk assessment holds an important role as it ensures that the risks are limited for filming and outlines any preparation that needs to be put in place before filming to prevent these risks from occurring. It also meant that we could recognise risks that we may not have thought to be of an issue beforehand and ensured that we were extra careful during the scenes where these particular risks were present. By breaking down each of the risks through detailing the columns that they fell to, it meant that each risk could be thoroughly analysed. For example, the 'impact' column helped us to recognise the most dangerous risk within filming, allowing us to be extra cautious when it came to attempting to prevent the risk from occurring. The 'risk management' and 'backup plan' columns helped us to prepare for a quick and known capability for if the risk became an issue. By preparing for possible outcomes of the risk and planning an instructive reaction, it meant that if the risk were to happen, it would be dealt with in the most efficient way with less impact caused as possible. This is very important to have this preparation in place because it not only limits the risk to people but also the surroundings that could be affected. 

Music Video Inspirations - Miss Miller

It is important to take inspiration from other music videos as it helps for your own video to be successful. This is because it helps to take parts from other videos that would have helped the video previously reached success which could then be reflected in my music video. There are many music videos that I have watched in which I have taken inspiration from due to the effective uses of the aspects within them. There are five videos that have in particular caught my attention and that I believe have inspired me for my video. 

The first is Amy Winehouse's 'Back to Black':

The use of the micro element, editing is used in a particularly effective way. The use of a black and white filter in the editing creates an intended atmosphere and mood for the video. The black in the filter could connote depression and sadness whereas the whiteness of the filter could signify innocence and purity. This represents the artist as being innocent and pure, however, because of the addiction that Amy had, the black could signify her going to a 'dark place' as a result which would diminish the innocence and purity in which she once had. 'Black' also refers to heroine which Amy was openly addicted to and so reinforces this idea of her addiction having a negative effect on her. The video is based around a funeral and so, creating a sombre, dull tone on the video is appropriate as it matches the emotion that is portrayed throughout through the narrative. It also reflects the topic of the song which is personal and dark in the way that she is singing about a situation that she had got herself into that has affected her personally and negatively. The black and white filter can also be seen as representing the past, as older filming are associated with black and white monotone colouring. This is how we are thinking to use it in our video as we want to show part of the artist's past and in a negative way. This contribution of the black and white filter will help to reinforce the emotion portrayed here which is very conventional to the genre of soul, engaging the audience in the genuine emotions of the artist and so this is why I think it will play an effective part in our video. 

The second video in which I have taken inspiration from is 'Boyfriend' by Justin Bieber:

The artist is represented in this music video as being multi-talented and confident with performing. We are thinking of having a performance, as well as narrative style music video and so, by representing the artist in the same way as Justin is, it not only fits with our chosen styles, but puts a spin on relation to being conventional to the soul genre. Most soul artists tend not to be shown in this extraordinary light by playing an instrument, as this is more related to indie genre conventions. Soul artists want to be shown as ordinary in aid of being more relatable to their audience. However, we want to demonstrate passion within our video and to demonstrate our artist's contribution to the industry. By making them appear more talented, it makes them seem more dedicated to music and more passionate for something they love. Emotion can also be retrieved more easily in some cases as, the artist uses expression through playing as well as the complimenting facial expressions that she uses. Justin uses it in his video to show a different side to him -  maybe not only a more talented one, but also more sensitive as he tends to display more emotion when he is playing the guitar in the video. This is what we intend to show in our video as soul artists often expose themselves in reference to emotions and so, by an aspect that emphasises this, it also strengthens how conventional the artist is to the soul genre as it subtly demonstrates 'another side' to the artist. This means that the audience could feel more appreciative to the artist as they are sharing another side to them, with another reason as to why they are so dedicated to the industry and passionate in the music they create. Having them playing an instrument in our music video will also make their material seem more personal as it gives the impression that they have composed the music themselves - not just the lyrics, but also the accompaniment. Audiences praise this as this further illustrates extensive talent. 

Furthermore, my third inspiration is from Sam Smith's video for 'I'm Not The Only One':

The way in which the video follows a narrative and performance style structure is something that has inspired my music video and its style. We are thinking of having a mainly performance style video with incorporating narrative sections within to add interest and support the demands of the audience from my primary research carried out through questionnaires. The most popular styles for a soul genre music video were performance and narrative, and so by using these styles interweaving within my video, it satisfies my audience. This particular video from Sam Smith is more prominently narrative based, however I liked the use of performance in this video as I thought it demonstrated the genre of soul clearly and conventionally. I speak of this in relation to the way in which the artist uses a stage with a typical red curtain background to display this clearly. This is conventional to the soul genre as it demonstrates a genuine performance of  the artist performing to their audience. This helps to display the artist in an emotional and expressive way, which I think would be effective in our music video - especially as the soul artists sing about a personal experience. As well as this, it makes the video seem more professional and connects the artist with the audience more easily as it is as if the audience are watching the artist perform to them - making it more personal and direct. It allows he audience to witness the artist in two ways, one in their natural setting of performing, whilst also being included within a narrative. This is conventional as the content of soul genre artist's material is based around stories and experiences in which they are sharing emotively. By having a narrative within our music video, it will explain the story, whilst the performance scenes will portray the emotions that the artist links with the stories - which makes them a perfect combination of styles for this genre.

I was also inspired by Adele's 'Chasing Pavements':

For the editing of the video, the use of the slow timing of shots was an aspect that seemed very effective, as well as being conventional to the soul genre. I liked the way in which it emphasised Adele's movements throughout this video as it helped connect the audience to the artist in a more effective way. By emphasising and slowing the movements of the artist down, it allows for the intricate detail to be more noticeable. With this in mind, the audience can be more familiar with the artist as this gives them a more detailed view that they would likely not be able to see of them elsewhere, for example, in real life. This also exposes their emotions a lot more because the slow nature of the editing makes the artist's movements more noticeable. Because of the soul genre of the artist in which we are thinking of having, exposing emotions is important as the topics of their material are based around personal experiences and interpretations of the artist. By using slow timing of shots, it helps to also reflect other deeper ideas such as the way in which the artist feels that their life is progressing. Therefore, we can use this editing technique for more than just a literal and obvious effect. The audience also feel more attentive to the scene and what is being portrayed, meaning that they are more likely to absorb the emotion that is being conveyed by the artist in our video. This makes them more likely to be relatable and a better chance of the audience building a relationship with them,

Another inspiration in which I have taken is from Paloma Faith's 'Picking Up The Pieces':

The mise-en-scene used within this video was very much inspiring, especially in reference to the costume, hair and makeup. The artist wears red lipstick in some of the scenes within this video which has many connotations and is conventional to the genre of soul.  For example, the red connotes love and passion which is something that is very appealing in an artist. The audience feel more appreciative for the passion in which they display as it shows dedication for their career and the material in which they produce for the industry. The boldness also reflects the uniqueness of their personality which is typical for a soul artist as they are seen as being different and more 'standing out' in the industry for their difference to any others in the industry. By demonstrating this in their music videos, it helps to reinforce this and makes audience feel more engaged into them and the material in which they produce. They are more appealing also because of this and so, the red lipstick helps to also display a different side to them. The lipstick not only demonstrates the artist in a classic and glamorous light. We will use this element within the makeup of mise-en-scene in our video to demonstrate the love and passion in which our artist will be shown to supply to the industry. This means that they will 

Three artists in which we are considering for our my own production is Adele, Paloma Faith or Duffy. These are successful soul artists that have created songs which could be effective for us to use. I feel that these artists tend to express a lot of emotion that can be interpreted in different ways trough the visuals that can be produced in a music video. I feel that we can use the theories of Goodwin and Dyer to comply with the conventions of a typical music video and also to follow the generic conventions in order to create a successful and effective video. I will share this with my group by discussing what artists I think would be effective and why. I will also check whether other group members have considered the same or similar artists to me and then compromise an artist between us to find out what artist will be most favoured and successful for us to use.