Evaluation - Question 1

Question 1-

Introduction

The brief for the media coursework was to construct a music video of a maximum of 5 minutes, and to create ancillary products such as a magazine advert and a digipak. This required us to work as a group in which I joined up with three other group members: Jagoda Jasionowska, Dipika Sharma and Jamie Gregory. My role within the group was to film our music video using the equipment provided. Through doing this, I learnt how to film a variety of 3 second camera shots whilst using the tripod to keep the camera steady. I also took the responsibility of creating the storyboards for our music video which required me to plan the micro elements of each scene; this included the camera shots, lighting, actors, location etc. I found this effective as the roles I took on within the group enabled me to have a clear understanding of the story line and what needed to be filmed. Throughout the process of filming, we encountered problems that made it difficult to film as not everybody was free at the same time. Due to this there was an unequal division of work between each group member as not everyone was present whilst filming. Overall, I believe that my group created a successful music video and ancillary products as they conform to the codes and conventions of the pop music genre. Through prior research we conducted, we found that conforming to the convention of the music genre is effective in attracting the target audience therefore making our products successful.

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

For my A2 media, I was asked to create a music video for my chosen artist (James Arthur). The purpose of a music video is to appeal to an audience as it improves the chances of the audience remembering the song, in turn increasing the artist’s profits and success. Each music video consists of a narrative, performance and concept based. The narrative story helps sells the artist’s song as it gives the audience a better understanding of the meaning. A music video also enables the target audience to build up a relationship with the artist as the performance based section shows the artist facial expressions conveying their emotions. This is effective as the audience are able to relate to the artist.

When conducting research, I analysed two theories one of them being Goodwin’s theory. Goodwin suggested that a music video should show a relationship between the lyrics and the visuals as depending on the message of the song, an illustrative narrative gives the audience a better understanding. Therefore the audience are more likely to be able to relate to the song and buy the album. Through analysing real music videos I found that this was conventional to see within the pop music genre as well as other genres and so I conformed to Goodwin’s theory by using the same technique. In my music video, when the lyrics say ‘I remember years ago’ flashbacks are shown of the couple when they were happy. I believe that this is one reason as to why my music video successful as it provides the audience with a good understanding to what the song is about and shows them how the relationship started off as positive and they were happy and further along the song they begin to argue and eventually break up.

Goodwin’s theory also suggests that there is a relationship between the music and visuals. This is where the editing is either parallel or contradicting to the beat of the song. Within pop music videos it is conventional for the editing to be shown parallel to the music as it creates a continuous flow throughout making it more enjoyable for the audience. Therefore we incorporated this into our music video. Towards the end of the music video, the pace is increased conveying the artist’s emotions of anger and sadness in which we used fast paced editing. This correlates to the card burning scene connoting the pain and hurt cause from the breakup of the male and female.  This was effective as the fast pace editing contributed to the chaotic intense atmosphere enabling the audience to relate to the artist through his facial expressions. This represents a conventional pop music video as they usually use the same pace editing that correlates to the beat of the song. It is conventional for the editing to be shown parallel to the music as it creates a continuous flow throughout the music video making it more enjoyable for the audience to watch.

My video also conforms to Dyers Star Theory, which consists of two paradoxes: The first one being that the star must be simultaneously ordinary so that they are relatable and extra-ordinary for the consumer. The second paradox is that the star must be presented in the media and absent for the consumer. Therefore when creating my music video, the artist wore casual clothing such as jeans, and a chequered shirt. This was effective as the audience perceived the artist to be an ordinary person rather than being represented superior to them. This is successful as it encourages the audience to relate to the artist as he is portrayed to be a down to earth and therefore they are able to build up a relationship, in turn they invest into the artist’s music. My music video also conforms to the second paradox as the artist only appears in the performance element of the music video rather than both performance and narrative. This means that he is absent from the consumer as the audience isn't provided with a video that shows the artists day to day life and relationships. Therefore this is where the star starts of as a 'real person' and eventually gets transformed and constructed into the idealised role model.

The codes and conventions of a pop music genre consist of the artist’s representation as being ‘ordinary’ as suggested in Dyers Star Theory. This is evident in Demi Lovato’s music video ‘Give your heart a break’ as she is seen to be wearing a black dress with a jacket and boots. The artist being represented as an ‘ordinary’ person prevents the audience feeling that the artist is superior to them and makes them relatable. However through her clothing, Demi is portrayed to be stylish, and a fashion icon in which she appears ‘extra ordinary’ for the consumer. The audience are therefore more likely to view her as a role model and imitate her clothing, in turn increasing her popularity and success. Within my music video, I constructed the artist’s representation as an ‘ordinary’ person as I felt that it would attract a larger mainstream target audience.Through conducting prior research we discovered that our target audience will range from 14- 24. This is the most popular age group that listens to pop music videos and therefore our artist 'Callum Blake' will appeal to them.  This artist is seen to be wearing jeans and a shirt; however in the white cliffs of Dover the artist wore a Super dry jacket. This is effective as the artist promotes other designer clothing connoting his wealth as status. This makes him appear extra ordinary for the consumer showing that my music video conformed to Dyers Star theory.  In turn this means that my music video also conforms to the codes and conventions of a pop music videos as the artist is seen to be an 'Ordinary' person with a down to earth, friendly personality however through micro elements such as clothing, he then transforms into the audiences role model in which they aspire to be him.

Another convention to the pop music genre is a narrative story of a relationship breakup. This is also evident within Demi Lovato’s music video in which she is seen to have broken up with her boyfriend and is reminiscing over the happy memories they once shared.  Mise-en-scene within a pop music video is significant as the different elements all have various connotations. Within a pop music video it is conventional to see the artist performing in an isolated location as it connotes their importance. This was evident in James Morrison’s music video ‘Broken strings’ where the artist was seen to be singing in an empty hotel room. This is effective as it makes the artist the audience’s main focal point and detracts their attention from the location. Within my music video I conformed to these codes and conventions as I filmed the artist performing in the White Cliff of Dover showing that the artist is isolated and vulnerable due to the relationship ending. r  Close up camera shots were used to show the artist singing the song in which his emotions were conveyed. Therefore the audience sympathise with the artist and build a relationship with him. Due to this my music video conforms to the stereotypical conventions of a pop music video.

Another convention to a pop music video is that artificial lighting is used. This is usually created to enhance the artist’s appearance making them appear in the best possible light. This technique is commonly used in pop music videos when the artist is seen to be performing in which the lighting changes parallel to the beat of the song. This is effective as it creates a continuous flow throughout the video and makes the artist stand out from other people or other mise-en-scene elements such as location. An example of this is in Justin Timberlake’s music video ‘what goes around’. The artist is seen to be performing in front of an audience with backing dancers in which a spot light is used to make him stand out.  This further connotes the artist’s importance and focuses the audience’s attention on him and his performance. This is something that my group considered when filming the music video as we filmed Jamie performing in a drama room with only a spotlight focusing on him. Therefore this prevents the audience from getting distracted by the location and encourages them to build up a relationship with the artist by looking at his facial expressions. At the beginning of the music video, the lights are seen to gradually brighten as the lyrics begin to start. This is an additional example as to how my music video conforms to Goodwin’s theory as there is a relationship between the music and visuals. Overall my music video conformed to the codes and conventions of a pop music video in order to attract the mainstream target audience and to make it a success. 

Rough cut

Rough Cut

Why is a rough cut important to consider?
A rough cut is important to consider when creating a music video. This is because it allows you to evaluate your first draft and enables you to make changes in order to improve it. Through reflecting on your work, the rough cut is a good opportunity to get other peoples opinions on the what you have created so far, and to collect positive and negative feedback. Therefore depending on the comments it gives you a chance to improve on your work my making an necessary alterations which you wouldn't have considered if you hadn't created a rough cut.

Why is it important to consider audience feedback
It is important to consider the audience feedback as it gives you an understanding of what your target audience expects to see within your music video. Through the use of feedback from the audience, you are able to make any changes that suit them, in turn increasing the popularity of the music video. This therefore would make it successful as it meets the criteria that the audience want to see in a pop music video and more people are likely to watch it.

How did you receive your audience feedback? Youtube, interviews?
We received our audience feedback through uploading our rough cut onto YouTube. We decided to use Youtube as it is one of the most popular video sharing sites that enables viewers to comment and like the videos easily. This is what we needed in order for us to improve our work in which we gain both positive and negative feedback. Once we got this feedback it allows us to make any necessary changes upon the elements of the music video that they didn't particularly like.

What feedback did you receive?
Through uploading our work onto YouTube, we received both positive and negative comments. This was beneficial to the process of making our music video as we could identify what went well and what didn't. Therefore taking in consideration of the comments we was able to make and necessary changes.One comment we received was ' The artist is only present in the performance and it is not his situation he is relating to'. However in order for us to conform to Dyers star theory, the artist must appear absent for the consumer. For this to happen, we decided to use a male and female to act within the narrative rather than use the artist himself. Therefore this enables the audience to relate to the artist as he is singing about a situation which most likely and individual watching has also experienced. Therefore this encourages the audience to relate to the artist through his facial expressions within the performance, on the basis that they have a good understanding of what the song is about.

Another comment we received was “The performance should be more integrated with the narrative” However this relates back to the previous point as in for us to make the artist appear absent from the consumer the narrative and performance need to be separate. However we did show a relationship between the lyrics and visuals. An example is when the artist sings ‘I remember years ago’ he is seen to be in an isolated location. This is then followed by a flashback implying that the artist is reminiscing over his own memories. It also connotes that he is sad due to his own personal experience of a relationship breakup.

The third comment we received from YouTube was “The music video displays elements that are typically seen in these kinds of videos” This is a positive comment as it highlights that by conforming to the codes and conventions a pop music video, it has attracted our target audience making our music video a success.

How will the feedback assist you with finalising your final music video?
The feedback will assist me with finalising my final music video as I will use the comments from the target audience to make improvements to my music video. I am going to add editing effects to show the differences between flashbacks of the male and female when they were happy, so the audience can see that it is a memory and that the artist is singing about the different memories you go through within relationships.

Group Planning

Group Planning

In our first initial meeting, we discussed possible music genres and artist's to create our music video. This required the whole group to research different artists of various music genres. Originally, the group was swaying more to the indie genre looking at artists such as Nina Nesbit, and Ed Sheeran however we was unable to agree on a song choice that we all agreed on. We also discussed the struggle we would face finding a female to act as the artist as no female member of the group wished to be in the music video. Therefore as we all enjoyed listening to pop music genre we decided to focus our attention on male pop artists such as James Morrison and Plan B and concluded that we would create a music video for James Arthur's new single 'Impossible'. 

Within our second group meeting, we worked on our initial planning post. This consisted us as a group to do research for video inspiration in which we all analysed James Morrison's video 'I wont let go' and Lana Del Rey's 'summertime sadness'. This was effective as we found that both videos conformed to the codes and conventions of the pop genre. Therefore we discussed that in order for use to create a successful music video we would have to conform to the stereotypical conventions of the pop music genre. We then went on to analyse the micro elements of our music video such as mise-en-scene, cinematography, target audience, artist representation, editing etc. We then went on to annotate the lyrics to our chosen song choice 'Impossible' in which we discussed the narrative we would create and how we could show a relationship between the lyrics and the visuals.

The third meeting we had we was still working on our initial planning ideas however we started to create our first storyboards of what we had discussed the previous lesson. When creating the storyboards we has to go into detail on the Mise-en-scene elements we would use within a music video. One thing that stood out to use as a group was the location we would use for the artists performance element. One of the group member suggested that we used a significant isolated location as it would be extremely conventional to the pop music genre. This would be therefore effective in connoting the artists emotions relating to the narrative and lyrics. Therefore we decided on the White cliffs of Dover as it would be a great performance setting and convey the isolation of the artist.

In order for our music video to be conventional we needed to show stereotypical conventions within our music video. Now that we have used conventional settings within the performance based element of our video we needed to incorporate significant iconography. Now that we decided that we would have a narrative based on a broken down relationship, we thought that playing cards would be effective in symbolising both the male and female characters. The king and queen of hearts represent the characters and how they played each other and treated their relationship like a game. From the beginning of the planning process we all felt strongly that we wanted to used elements of fire within the music video as it has strong connotations. This gave us the perfect opportunity as we decided to build a tower of cards and film it being on fire and crumbling down. This is effective as the fire connotes the pain and hurt caused from the relationship and the tower falling connotes the break down of the relationship.

Once we started the filming process, we come across some issues. One of the problems we had was that when filming in Dover we didn't anticipate the difficulty of using the equipment on the uneven surface and the strong winds. Therefore we was only able to use a small portion of the footage that we recorded due to shaky camera shots. Therefore we decided as a group that we would use to performance locations. The second locations we chose to use was a dark room. This was accessible as we was able to use the schools drama studio which we was able to use a spotlight and a plain back background. This is conventional to the pop music genre as the artist are often show to be performing in an isolated location. Through using the black room, the audiences attention would be focus on the artist only rather than the location and therefore they are able to build a relationship with the artist.

After filming a few more scenes, the majority of the members of the group was unhappy with the music video so far. Therefore we has a group meeting and discussed about changing the narrative to our music video. After a long discussion, we changed our ideas to a female being homeless due to her drug addiction. Unlike the rest of the public the artist would walk past the female on a number of occasions and finally help the female out. This would therefore portray the artist in a positive light increasing his popularity. We was able to incorporate iconography with the pills. We were able to film some successful scene of the female homeless at the train station begging for money however we soon learnt that the narrative became too complex and we was unable to film the music video successful.

This required us to have another group meeting with the help of our teacher. We was then advised to go back to our original narrative. However rather than repeating our mistakes, we concluded that it would be effective if we separated our narrative from the artists performance. Therefore we film a male and female acting our a relationship with positive and negative memories and eventually the break up. The artist is seen to be singing in isolated location about his own experience of the narrative. The audience are therefore able to build up a relationship with him through his facial expressions. Through separating the narrative and performance, we was able to conform to Dyers star theory as he suggested that the artist must be present in the media however appear absent from the consumer. Therefore this keeps an element of mystery about the artists 'normal' day to day life/relationships.

Digipak Analyisis

Digipak Analysis

• What is the purpose of a digipak?

The purpose of a digipak is used to promote the sale of the album by providing special features that encourages the audience to buy the CD rather than downloading the music. A digipak is usually a 4 to 6 plate of folded card with a CD case in the middle. A digipak consists of images of the artists and provides the audience with content about the album. It also has a list of songs that feature on the album giving the audience an insight to what is on the CD. In order for the digipak to promote the album, the covers are usually designed to be eye catching so that it stands out attracting the audience attention.  One of the slides consist of a thank you note in which it tells the audience more information about the artist and the music behind it.

• How is a digipak different from a CD album? 

A digipak differs from a CD album as it provides the audience with more personal information about artist/band and therefore helps the audience build up a relationship with the artist. In comparison, CD albums are basic and provides less personal information about the artist.This in turn prevents that audience form building up a relationship with the artist and therefore reduces the likelihood of the audience buying the artists album. Digpaks are also effective as they often provide the audience with a special addition of CD album which may even contain bonus tracks; This is something a CD doesn't provide. In order for the digipak help the audience build a relationship with an artist, they consist of high quality images that have certain meanings. This helps connote a certain message the artist is trying to portray rather than just an ordinary picture of the artist. However a limitation to buying a digipak is that due to them being made of cardboard material, they are more prone to rip compared to a plastic CD case.

I am going to analyse a Ellie Goulding's digipak in order for me to gain a better understanding of what codes and conventions are expected to see withing a pop artists digipak. Therefore when It comes to me creating my digipak I will be able to use thins knowledge to create a conventional digipak.

Within the digipak, the artist has been represented as an 'Ordinary' person. This is evident as through her clothing the audience can see she is wear casual clothes. The images used of the artists either consist of a mid shot or long shot which she is seen to be wearing simplistic top and shorts. This therefore highlights that the digipak conforms to Dyers star theory and therefore portrays the artist to be relatable. This is effective as it enables the audience to build a relationship with the artist as they don't feel that they are superior to them. Therefore when creating my digipak, in order for me to conform to the codes and conventions I am going to use the same technique by portraying the artist as an 'Ordinary' person.

Within the digipak, an image of the artist is shown on all four slides. This is effective as it connotes to the audience the artists importance and focuses their attention on her. One of the images used on the digipak is a mid shot of the artist playing the guitar in the studio. The camera shot used is effective as it enables the audience to see her facial expressions in which she is seen to be smiling. This highlights to the audience her love and passion for music and shows her working hard in the studio. It also connotes the artists talent as she not only sings but can play musical instruments and therefore encourages the audience to buy the album. This is conventional to see within the pop music genre and therefore when I design my digipak I am going to use images of my artist throughout the slides, but more particularly images of the artist playing his guitar. Another image of the artist is a long shot in which she is seen sitting in an isolated locations. This is conventional to see within the pop music genre as not only does it focus the audiences attention of the artist but it connotes the artist emotions. I am also going to use this technique to convey the artist feeling vulnerable and lonely; these are both themes that occur throughout my music video.

On the digipak, the text that has been used consists of black and white. This is effective as you can see a contrast between the two colours making it stand out against the background. Therefore the texts becomes eye catching and draws the audiences attention to digipak and in turn entices them to buy the album. The colours used is also effective as it is non gender specific and therefore attracts a wider audience. However the text used is more swirly writing suggesting that her target audience is aimed more at females. On the front cover of the digipak, the artists name has been written in a large font placed at the top of the slide. This is effective as it makes it stand out and connotes the artists importance. The artists name is also a recognisable feature and therefore this is effective as it will draw her fans and other people who are fond of her work attention and encourages them to look at the digipak. The artist new single is also written on the front cover however in a smaller font. This reflects that its not as significant however it further promotes the artists work.

The digipak promotes the pop music genre by conforming to the codes and conventions. One convention is that on the front cover, the artists gives the audience direct eye contact. This is effective as it enables the audience to engage with the artist and therefore encourages them to look at the digipak. Through having the artist giving the audience direct contact, it attracts them to buy the album as it the are able to build a relationship with the artist.

The research I conducted in digipaks is going to assist me when creating my individual digipak as it have learnt that it is crucial to conform to the codes and conventions of the pop music genre in order to attract my target audience. Therefore I am going to use images of my artist that represents him as an 'ordinary' person. I am also going to use and image on my front cover showing the artist give the audience eye contact. This will be effective as it will attract the audience encouraging them to buy the album. I have also gained a better understanding of how o use the Photoshop software that will enable to create different effects using the different tools.

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Group Magazine Advert EDIT ME

Group Magazine Advert

How did your group share your ideas and designs around?
Before creating our group advert, we evaluated each group members individual designs. This was effective as we was able to look at the elements that was conventional to the pop music genre and use them within our group magazine advert. Within each of our designs we purposely tried to include elements of our music video such as iconography in order to show a correlation between the main product and ancillary texts.

Jagoda Jasionowska
Through looking at Jagoda's individual magazine advert, I realized the effectiveness of the fire in terms of it catching the audiences attention. Therefore as a group this is something we felt should be used within our group magazine advert as it makes the text stand out from a unique perspective and therefore it is different from other adverts. The magazine advert consists of conventions of a pop music genre as it included a mid shot out our artist. This appeals to our audience as the camera shot reveals micro elements such as clothing in which the artist is wearing casual clothing. This attracts our targeted audience as they are able to build a relationship with him as they can relate to him. This is something that has been considered through all of our work. I thing the advert could be improved through using different images of the artist. Through previous research into magazine adverts, I found that it was conventional for the artist to be facing the camera in order for the audience to see the artists facial expressions. Therefore the image used I feel prevents the audience from building up a relationship with the artist as they are in someways restricted.

Which magazine will you submit and why?

The magazine advert we decided to use was my individual digipak. The reasoning for this was

Group Digipak EDIT

Group Digipak

      

How did your group share your ideas and designs around?
Once each group member designed their individual digipaks, we all looked at them and discussed the strengths and weaknesses. We then decided which slide we liked most and combined the digipaks together in order to create our final group digipak. When doing this, we made further improvements using Photoshop so that they all linked together and conform to the stereotypical conventions of a pop digipak.

Jagoda Jasionowska

This is Jagoda's individual digipak in which she incorporated the theme of fire and playing cards in her digipak as these we the key iconography elements used within our music video. This is effective as it conforms to the codes and conventions of a pop music video through the connotations of the iconography and shows a direct link between all of the products. The narrative of our music video was based on a male and female who had broken up. At the beginning of the music video happy flashbacks were used to show the couple when they were happy and as the song progresses the relationship begins to fall apart. The use of playing cards represent the relationship and how they played each other. The king and queen of hearts are symbolic for the male and female characters. At the end of the music video we used a tower of cards and set them on fire. The connotations of the fire show the pain and hurt felt from the relationship and shows the destruction it caused. The tower of cards falling shows the relationship break down and them splitting up. As a group we all felt like using these themes would be significant in making our ancillary products successful and therefore we decided that we would use it within our group digipak.

The the images used within the digipak are conventional as she has used both long shots and mid shots. The long shot image of the artist enables the audience to see the artists clothing. This is effective as he is seen to be wearing casual clothing which is a stereotypical convention of a pop music video. This is because the artist isn't represented as superior to the audience in any way and therefore they feel as though they can relate to the artist. This also conforms to Dyers star theory as he suggested that the artist should appear ordinary for the consumer so that they are relateable. The mid shot of the artist is effective as it enables the audience to see the artists facial expressions. Therefore this conveys the artists emotions with enable the audience to build up a relationship with the audience. In one of the images the artist gives the audience direct eye contact which is effective as it draws the audiences attention making it more personal to the individual.

To improve the digipak, I think that it would be effective to incorporate some colour. Each slide on the digipak is black and white which is effective as they all link together however i think elements of colour such as the red on his jacket would be effective in connoting hidden meanings. Through using colour on the digipak it would also stand out more making it catch the audiences attention. Therefore this encourages the audience to buy the album making our products more successful.

 Which digipak will you submit and why? 
The digipaks we decided to submit was both mine and another group members (Jagoda Jasionowska). This was because we felt that ours both conformed to the pop conventions well and both showed a direct link between our main product and ancillary products. From my digipak, we used the front cover, CD cover and the thank you slide and from Jagoda's digipak we used her tracklist. We felt that our artist images could have been better location wise and therefore Jagoda re-done those slides to improve them. In order for both mine and Jagoda's digipaks to match we had to make some changes. As my slides consisted of elements we edited elements of colour to the artist's image. For example, through using photoshop, we kept the colour of the guitar and changed the rest of the image to black and white. We also used the same technique for the artists jacket. We felt that this would be effective in making the digipak unique and therefore stand out to the audience. 

Group digipak

Storyboards

Storyboards

What is the purpose of a storyboard?
The purpose of a storyboard is to help gain a better understanding of what we want to see within our music video and to display each scene in the chronicle order we wish to edit them. Through creating the storyboards, me and the other members of my group discussed the micro elements we plan to use when filming each scene of our video. These elements consist of the camera shot, location, iconography, lighting, actors, sound, and editing. Through creating our storyboard we was able to save time when filming as we all had a good understanding of what location we was going to use and what iconography we would need to bring.

How did you use your primary and secondary research that you carried out, to plan your music video?
The primary and secondary research I conducted helped me create my music video as I gained a better understanding of what is expected within a music video. The Primary research I conducted was questionnaires in which I asked 40 people questions on what they would prefer to see in a music video. One question I asked was whether they preferred to watch music videos that conformed to the conventions or whether they preferred to see a diverse music video. Once we gathered our finding we learnt that the majority of the people we asked preferred a conventional music video. Therefore when designing our music video storyboards we consciously included stereotypical conventions to the pop music genre as it would attract our target audience. Further primary research I conducted was the Vox Pops. This is where I interviewed people asking them further questions about music videos. This was effective as I learnt that the majority of people we interview preferred to listen to pop music. Therefore we felt that our chosen artist was a suitable to use as he is a pop artist and would appeal to our target audience.

The secondary research I conducted was looking at two different theories. The first theory I analyse was Goodwin's theory in which he suggested that a music video should show a link between the lyrics and the visuals. This is because it gives the audience a better understanding of the meaning of the song. Therefore when conducting our music video, we also used this technique for example when the lyrics say 'I remember years ago' we will show a flashback of the male and female. Goodwin also suggested that there should be a relationship between the music and the visuals. This is something we also Incorporated into our music video as when the songs is slow, we are going to use slow pace editing, however when the chorus starts the beat increases in which we will then use fast pace editing. The second theory I analysed was Dyers Star theory. Dyer suggested that the artist should appear ordinary for the consumer in order for them to be able to relate, however appear extraordinary to be viewed as an Idol. Therefore when creating our music video, we dressed our artist in casual clothing so that he doesn't appear as superior to our target audience. However when filming certain scenes, our artist was seen to be wearing designer clothing such as Super dry. This is effective as it shows the artist to be fashionable therefore encouraging his audience to invest in the same brand (extraordinary to the consumer).

How did you and your group storyboard your music video?
To create our storyboards, as a group we had a discussion of what we want to include in our music video. This required us to decided on specific locations and what iconography we could use in the music video. We also discussed combined our ideas and spoke about micro elements such as what lighting we would use when creating our music video and what actors would be needed in each individual shot. This was effective as when it came to designing our storyboards we had a good understanding of what we wanted to see within our music video and how we were going to achieve them.

How did you share the responsibility?
When creating our storyboards, we split the responsibility between two group members, myself and Jagoda. Jagoda took the role of drawing each camera shot whereas I wrote what location, camera shot, sounds, editing, iconography, and actors we would use.

Did you follow your storyboards, or did you make changes?
When filming our music video, we followed our storyboards as much as we possible could. However when we edited our footage we felt that is would be beneficial to add more happy memories of the male and female into the music video. This was because we wanted to show a relationship between the lyrics and visuals. We found that the song only increased pace and changed towards the end of the song in which we didn't have enough positive footage.