Evaluation Q4

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

Evaluation Q3

What have you learned from your target audience?



One of the ways we recieved feedback on our target audience for the products is by showing a powerpoint we made to a number of people who fit within the primary and secondary categories that we have made. This can be seen below.



Here is the images from the powerpoint that we showed them:

Olly Murs: The image on slide 1

Justin Timberlake: The image on slide 2 

James Blunt: The image on slide 3



George Michael: The image on slide 4



Robbie's first album 'Life Through A Lens':
The image on slide 5

Robbie's most recent album 'Reality
Killed The Video Star':
The image on slide 6

Evaluation Q2

How effective is the combination of your main media product and ancillary texts?

Evaluation Q1

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

ALL - Final Cut

This is our final cut for our music video. The changes we have made since the last version can be seen at our previous feedback blogpost.

ALL - Rough Cut 7 feedback

Audience: We showed this version of the rough cut to members of our A2 media class (all aged 17/18years old). This is an ideal audience to show the rough cut to because it fits within our primary target audience for the music video of 15-24year olds. Our teacher also gave us some feedback on this version of our music video and he in in keeping with our secondary target audience. In addition to this we showed it to adults at home who also fit with our secondary audience of original Robbie Williams followers from his time in Take That and when he first launched his solo career.

• Switch the clip with the spoons in the bowl and the i <3 U
• Used I <3 U twice so take out the first one
• performance on the rocks - zoe needs to come on screen quicker after sophie fades out
• when katie and nathan are holding hands by the window the shot shakes a lot
• add more crossfades between shots
• dull ending - change the light to blowing out candles. layer robbie and 3 gens fading in/out

ALL - Final Magazine Ad

This is our final magazine advert. Since our last draft we have just changed the name of the concert listed from Knebworth to Twickenham.

ALL - Magazine Ad Draft 4

This is our final mag ad. After doing the improvements suggested, for example, adding spaces and making the Facebook and Twitter pages for Robbie's, we think this is a lot better before.

Overall this works a lot better, the text is better lined and the font works well. There is enough detail to tell the audience what they want to know. It will relate to our primary audience which is 15-25 females because there is still the attractive Robbie and the link between the music video and the big 1 will relate to all audiences that have seen the video.

We showed this nearly complete version of the magazine advert to both A2 media students (aged 17/18years old) who fit within our primary target audience of 15-24years old but also to some adults at home who fit within the secondary target audience of original Robbie followers who will remember his time in Take That and when he first launched his solo career.

ALL - Final Digipak

This is the front cover for our digipak. We made a few corrections like putting the DVD logo on



This is our back cover.



This is our middle part, I deleted the leg that was underneath the arm so it more obvious what it is.




This is the spine, I changed the font colour to White after the feedback we got saying the black on black was clear enough, this also now fits in with the white theme

Overall it is asthetically pleasing and is a lot better than the draft before, although the inner is similar is still doesn't work as well as we though

ALL- Digipak middle draft

GM - Rough Cut 6 Feedback

Audience: We showed this version of the rough cut to members of our A2 media class (all aged 17/18years old). This is an ideal audience to show the rough cut to because it fits within our primary target audience for the music video of 15-24year olds. Our teacher also gave us some feedback on this version of our music video and he in in keeping with our secondary target audience. 

• check the frame size is consistent throughout (do first walking it?)
• check lipsyncing lines up fully
• (0.21s) 'we were free' layering - playful footage
• Robbie walking up the steps - random. Only use once. first shot too short?
• Break performance up - window <3 shot?
• some shakiness which needs to be edited out or deleted
• (1.11s) drum - edit to the beat
• (1.21s) frame boys face better, get rid of girls hand from the corner
• also crossfade with the following shot
• motion tab - ask for help? 100% in point, 0% out point?
• split 2 shot up where licking the spoon - add robbie
• shakes whilst licking lips - delete
• phone shot is too random, doesn't fit
• space in the sky and train - link phone in on a layer

This is something that we tried however we felt that the original sequence ran better with the remainder of the video.

• blowing out the candles - put where the track really slows down and almost stops
• end - use the candle being blown out rather than the light being turned off
• layer kids on concrete for CU of feet at station
• (2.10-2.11s) shakes
• (2.13-2.14s) edit to the beat when percussion comes in
• flare effects
• 'flying' something knocked over/being thrown
• train set - link with the older gen on the train
• train set - big shake - slow down more to solve?
• oldest gen - hands on bum - creepy? takes away from the mood of the song
• not innocent (take out)
• dancing gen1 layer with Josh gen 2 - multiple layers 3or4 - resize and reposition them
• speed up dancing ^
• whale 'looks like hes having a sexual encounter with the carpet' - either delete or layer the same shot over and over again
• layer the girls face over the rocks during performance shots
• in bed together - not innocent - wear pjs
• more shot variety for the Robbie performance shots
• fill in gaps
• Freezeframe kiss at the begining - to remove the shake
• Move 3 shot up screen
• Your smiling- zoom to smile - set in point/out point
• Robbie performance after train-cuts away too fast
• Split screen on drum beat
• More MC shots,enfatic body language cu of Robbie
• Freeze frames/split screens

ALL - Rough Cut 6

For this rough cut we have changed it from the last one. Some of the things altered include:

• Extreme long take of Jack at the begining cut down slightly
• She's the one: focus on girls
• First two performance shots cut down
• Layer performance
• Jack agaisnt the lampost, c/u of  boy and girl either side
• flying: slow down, ghosting effect (trailing), animated zoom
• more multiple layer
• More shot variation
• Split screen - (1,2,3,4), pop up one by one
• Jack sat on rocks: more shots of it, to break up performance, jumping off the rock-flying

JT - Rough Cut 5 feedback

Audience: We showed this version of the rough cut to members of our A2 media class (all aged 17/18years old). This is an ideal audience to show the rough cut to because it fits within our primary target audience for the music video of 15-24year olds. 

• Extreme long take of Jack at the begining, zoom in, cut to a shot of him walking, it doesnt have to be lip syncing
• She's the one: focus on girls, split screen?
• First two performance shots, on screen far too long and too much
• second performance: fade to black, cross disolve?
• Fade to black into instrumental section
• Layer performance
• Jack agaisnt the lampost, do it to the beat, use empty half, c/u of singers face or boy and girl either side
• Kids on too long eating cake mixture
• greater variation of robbie
• flying: slow down, ghosting effect (trailing), animated zoom
• Blowing out candles, what comes next, zooming into candle
• more multiple layer
• More shot variation
• Split screen - (1,2,3,4), pop up one by one
• link all candles
• Jack sat on rocks: more shots of it, to break up performance, jumping off the rock-flying
• look through all Jacks footage, see if we can get any to break up the video
• Jack on rocks, on too long
• pace and variation

GM - Digipak draft 4

During the creation of this we happened to be researching one more aspect of Robbie and found that on his Greatest Hit albums there is normally around 19 tracks listed whereas on ours there was only 10. After seeing this for the next draft we have added some more songs to the tracklisting. We also realised that a convention of a digipak is on the DVD to have exclusive gig footage whereas the Live at Knebworth that we chose was released as a DVD on its own. Because of this we have found a new exclusive performance session and changed it to this instead. We showed this to our teacher who is part of our secondary audience and an original follower of Robbie Williams, remembering his time in Take That and when he first launched his solo career.

New back cover:

We have also created a spine for the digipak.

This is the first draft of the middle panels we have.

ALL - Rough Cut 5

ALL - Digipak draft 3

We showed this to our teacher who is part of our secondary audience and an original follower of Robbie Williams, remembering his time in Take That and when he first launched his solo career. We also showed this to some students in Year 13 who are part of our primary audience as they are aged 18years old.

Front cover

Back cover

GM - Magazine Ad draft 3

This is the 3rd draft for our mgazine ad. We showed this to our teacher who is part of our secondary audience and he provided us with some feedback of what we could change. Since the last one we have changed:

• the font for the text
• some of the wording for the product

GM - Magazine Ad draft 2

This is the 2nd draft for our mgazine ad. Since the last one we have changed:

• the background
• the presentation of the date
• we have removed the image of the product we are advertising
• altered the text that accompanies the product
• added a list of his number ones
• Changed the layout of Robbie and Regeneration

By using only 'Robbie' instead of 'Robbie Williams' we are developing the conventions of magazines ads that we have researched.

We no longer need the image of the digipak itself because there is a clear connection between the two, in this case with Robbie leaning on the 1 which has replaced the lampost that is seen in the digipak.

We showed it to the same audience as the previous draft to see if the reactions of our primary and secondary audiences were the same as last time.

ALL - Applying our vid to exam

• fairy skirt shows her innocence
• two shot - indicates at a relationship between them
• antique mise-en-scene and wooden floor - time period/higher class
• red table and chairs (plastic) - less expensive - child friendly
• felt tip pens - indication of age
• pink top on the girl - 'girly girl'
• white tights - impractical, colour of innocence and purity
• no make up - not appropriate for the age

ALL - Magazine Ad Draft 1

This is the first draft of our magazine ad that we created in Photoshop Elements 4.0. We showed this to our teacher who is part of our secondary audience but also to some colleagues in our A2 media student class who are aged 17/18 and part of our core target audience.

ALL - Rough Cut 4

This is our latest rough cut. We have tried the layering of the different generations walking and it has sort of worked however we had to change the picture size in final cut and now they are not all the same. This has given it a jumpy effect.

JT - Robbie's Profile in 2012 so far

• Robbie Williams is releasing his new album while "tucked away at the top of a mountain". The pop star, who is currently working on his ninth solo studio album and his first since 2009's Reality Killed the Video Star
• He's released a 2012 calender, "Featuring thirteen glossy pictures of Robbie at his finest, including a picture of him by him, it's guaranteed to make you smile every day next year. With beautiful colour and black & white photos from the last 12 months, including close-up shots from the mammoth Progress Live 2011 tour, backstage shots from video shoots and more, it's possibly the best calendar yet!" (Robbie Williams Official Fan Site). This information says it contains no topless shots etc so therefore the target audience of this is 30+ because it is more mature.
• Planning a UK solo tour

JT - Robbie Williams' Brit History

BRITs Profile

BRITs 25 Best Song Award
2005 (Winner)

Best British Male
2003 (Winner)
2002 (Winner)
2001 (Winner)
1999 (Winner)
1998 (Nominee)

Best British Video
2001 (Winner)
2000 (Winner)
1999 (Winner)
2002 (Nominee)

Best British Single
2001 (Winner)
2000 (Winner)
1999 (Winner)
2002 (Nominee)
1998 (Nominee)

British Live Act
2007 (Nominee)

British Male Solo Artist
2006 (Nominee)
2010 (Nominee)

MasterCard British Album
2001 (Nominee)
1999 (Nominee)

Outstanding Contribution Award
2010 (Winner)

The BRITs Hits 30
2010 (Nominee)

Information found on http://www.brits.co.uk/artist/robbie-williams

Being nominated and winner of many British awards show that his British fans have kept him going and voted for him. The target audience being 15-25 and the primary audience for the Brit awards being the same age shows.

JT - She's the One Original Vid

Artist: Robbie Williams

Track: She's The One

Year: 1999

Director: Dom Hawley and Nick Goffey
Genre: Pop/Soft Rock
Main Audience: 17-50
Type: Both narrative and performance

The fourth single, "She's the One", a cover of a track from World Party's album, Egyptology, became his second number one hit in the United Kingdom.[14] The single was released as a double a-side with "It's Only Us", the official theme for FIFA 2000. Williams featured in a campy and tongue-in-cheek music video where he was a figure skater. In the video he performs a backflip, which is actually illegal in competitive figure skating. The song went on to win a number of awards around the world, including a BRIT Award for Single of the Year and Best British Video in 2000, and it also won a Capital Radio Award for 'Best Single'.

Wikipedia 2011

The video starts off with a video type clip showing Robbie as the coach and his students winning. It the pans to him performing, sitting on the ice skating seats, this is a side angle. The team takes a tough knock when the lead male hurts his foot. There is then footage of Robbies childhood, showing him falling over and people laughing, the music then cuts off and shows an arena of people clapping Robbie and the female lead. They dance together and it's perfect, the camera always pans out so it's a long shot, this is because it isn't actually Robbie doing the lifting. There is then romantic lighting filled with shadows and spotlights, this sets the seen and signifies Robbies characters love for ice skating. He then does an amazing back flip whilst the other male looks on upset that it isn't him. They then win and soak up all the glory.

The video doesn't signify the lyrics that much, but the tones of the music is soft and like figure skating very smooth and graceful.

The primary audience for this video is 15-25 and the secondary audience is 30+. The female audience are most likely to watch this video because Robbie is a sex symbol and are most likely to relate to the lyrics of the song. We will not be using any elements from this video.

JT - Miley Cyrus, a modern woman

This is a vodcast to show how Miley Cyrus, a teen girl, is shown in society.

JT - Class Vodcast Analysis

Over 3 lessons we have watched each others vodcasts and discussed them. Most of them were on codes and conventions.


Things I picked on during the lesson is Andy Rehfeidt who is known for death metal music with a twist, he uses the current big hits at the time and make them death metal, for example Rebecca Black and Britney Spears.

The common codes and coventions of music videos are:

• Pace of editing
• Short takes
• Performance
• Close Up, low angles of lead singer
• Lip syncing
• Diegetic intro to the song

Harry and Kyle Vodcast

• Harry was looking at Hello by Martin Solveig, recently done by the class as a project and Kyle was looking at Afterlife by Avenge Sevenfold.

Martin Solveig - Hello
After watching the full 8 minute music video we picked up on a lot of details:

• Dance song
• Lyrics don't link in with the tennis theme of the video
• Concept video
• Upbeat
• Shot Variation
• Title, this is not a common convention of music videos, it is more like a film opening
• Using media language of another format for example when the tennis star is looking through the door
• The girls who are supporting are young, slim, low cut tops (gender representation, very glamerous)

Avenge Sevenfold - Afterlife

• Narrative
• Dark lighting
• Dark clothing
• Performance
• Hard rock metal genre
• Most of sub-genres of rock metals, use shadows and low key lighting
• Simple video
• Black and white
• twists to afterlife
• Narrative enigma
• Mysterious and doesn't tell viewer
• Leaves the person hanging

Tom and Rob's Vodcast
Tom was looking at Yonkers by Tyler The Creator and Rob was looking at Muse by Knights of Sydona.
Yonkers - Tyler The Creator

• 1 man singing
• Hand held cam
• Man going insane
• 2 shots
• Long Take

Muse - Knights of Sydona

• Made in 2006
• High budget
• Special effects, e.g, star wars
• Had an online competition to spot the 15 film references
• Male gaze
• Few shots of the band
• Lip syncing
• Crane shots
• Director Joseph Khan
• Use multi-layering

Mel and Will
Mel was looking at Single Ladies by Beyonce and William was looking at Take Back The City by Snow Patrol.

Beyonce - Single Ladies

• One continous shot, broken up
• Close up
• Long takes
• Black and Whites
• 15-24 audience, primary girls
• Male gaze, post feminism
• Performance
• Lip syncing
• Concept
• Sex Symbol
• Strong, independant female expressing her sexuality
• R'n'B

Snow Patrol - Take The City

• Performance/Narrative/Concept
• 18-35 target audience
• Competition for people to be in the video
• Close up of lead singer
• Stop motion shots
• Shot in a pub, UK people
• Clubs, interacting with each other
• Rock, typical instruments

Sam and Ben VodcastSam looked at firestarter by The Prodigy and Ben looked perfect drug by Nine Inch Nails
Nine Inch Nails - Perfect Drug

• Made in 1997
• Director Mark Romak
• Youth 15-24 audience
• David Linch - Lost highway, the video is linked to this
• Inspired byGustof Kilmet
• Performance and concept
• Some lines are referenced in video
• Budget £1 million

The Prodigy - Firestarter

• Fast pace
• Strobe lighting
• Scary video
• Caused controversy

JT - Schedule

Our plan for this week and next week is to:

• Have both the digipak and magazine ad completed
• Get the final cut finished
• Finish blogging

This week we are focusing on getting the digipak and magazine ad out of the way so we can focus on the final product. So this Saturday we are meeting up all day to catch up on blogging and hopefully finish our digipak and magazine ad.

JT - Rough Cut 4 Feedback

Audience: We showed this version of the rough cut to members of our A2 media class (all aged 17/18years old). This is an ideal audience to show the rough cut to because it fits within our primary target audience for the music video of 15-24year olds. 

In yesterdays lesson we got feedback on our rough cut 4:

• Jack on the rocks (zoom, out of time)
• Two pizza scenes
• End gets faster then slower
• Fade music
• More footage at the end/slow down the existing footage
• Jack :multiple images
• Smaller layers of narrative
• Performance on too long (leave first one)
• Refilm performance
• Shot distance
• Fade into one another (narrative)
• Artificial zoom
• Zoom into a heart, transition to the next shot
• mobile phone shot, bit awkward and out of place Flying: shot should be held longer to time in with music
• Good layering
• Intro of Jack gazing
• Reflection in the tarn and throwing bread to the ducks
• First perfromance: hard to see?
• no order to the narrative, simple linear edit wont work

JT - Carol Vernallis

Carol Vernallis - Experiencing Music Videos (2004)

-As a musicologist, she stresses that the audio takes primacy over the video

ALL - Rough Cut 3 Feedback

Audience: We showed this version of the rough cut to members of our A2 media class (all aged 17/18years old). This is an ideal audience to show the rough cut to because it fits within our primary target audience for the music video of 15-24year olds. 

• Experiement in a new document with fade ins etc
• Jack at the begining, layer behind him of generations, fade on out after the other
• Jack grinning
• Drum beat, cut to the beat
• Jack smiling part, mulitple layer
• match shots up with lyrics
• Bumshot, cut quickly (cross fade)
• transitions
• dont try and sequence it
• shes the one focus on the girl
• close up on katie flying, motion blur
• Depeche mode vids rocks put a face on it- feathery
• Multi layer kids dancing, ghost effect
• More close up shots
• Candle-further down each time we see it
• Performance , more footage walking into the distance
• Slow motion, ghosting, layering
• New version of track