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

Using media technologies I first of all used Photo editing software, called Adobe Photoshop to edit and create my photos for my digipak. I first of all up loaded a photo of my artist smoking outside, that I had taken from a photo shoot with our model who is pretending to be the artist for our video. I then enlarged the photo and converted the photo to black and white, adding a grain texture to the photo to make it look more vintage and follow the conventions of the the artist the Weeknd. I then cropped the photo, removing half of the models face to add to one of the Weeknds conventions of being Mysterious .

Here is the finished Manipulation and the first type of technology that i used in order to construct my media Text.

To research and plan our Music video we took part in a Brainstorm in which our progress and thought's were recorded on a piece of paper, whilst being recorded by a video camera. to create our music video we had to make sure we went in correctly tooled and no no a wasting time process. We created three storyboards, containing the sequence in which our music video would be filmed. we included shot tittle's and what was going to occur during the filming of that scene. we also took photos of settings and the places that we would be filming in. this was so that is was so the Mise-En-Scene me and my group were trying to create was clearly visible. We also took part in some radial analysis's to research what was already out there.

Here is the brainstorm done in school.

To complete the evaluation of our created media texts we used Web 2.0. we used a mix up of Social networking websites such as Youtube, Facebook & Twitter. These social networking websites were used to share our texts and receive Constructive criticism from people who view our video. We used the website Blogger to show evidence of our work and progress. This was a self created blog with our own input's of what we thought and found out. This was so that we could shows our progress as we designed or processed different media texts.

When using media technologies we varied in the type of media we used we went from Web 2.0 to radial analysis's of different media texts related to our genre. These media technologies were very useful because they applied to our target audience. They helped us reach ur target audience as when it comes to Graham Burton's Uses & Gratifications theory theses are the main means and modes of Social Interaction.

Evalution Q3 :What have you learned from your audience feedback?

To obtain my audience feedback and learn something from what me and my group have created we decided to post our Music Video Upon the Web 2.0, Social Networking website Facebook.

Once the video was posted it wasn't to long before the first comment of criticism came in. 'Editing is good but more shots would have been better' from this me and my group can tell that our skills in how we post produced this text was of good quality but people wanted to see more in terms of scenes. this is something we can take in to account when creating another video in the near future.  

It wasn't to long before the second comment of criticism came in. ' The videos good but the timing isn't fantastic on the editing but shots would have been swell'. This comment However contradicts the previous comment were the editing was said to be of a good standard. Here we are told that the timing of our artist lips sinking with the music is not of a good standard and could be better. However the video concept was liked and favoured. 

The Third comment says 'Really good video storyline but more shots could have been used as others have said'. this helps us to beleive that our video has successfully reached our target audience, but yet, we are getting the same editing comment this is clearly an important piece of criticism as it's constantly re-occurring.

On facebook a social networking convention is to like something that is seen. From this screen shot 'Charlotte' has liked the video. this helps us know that our video has successfully reached and favoured our target audience.

This comment set a different tone to the video Criticism. 'I think the storyline really suits the song, agree with the others, but perhaps the slow pace and fewer shots suit the depressing song choice! well done guyyyyyyyyys'. From this comment we learned that what we did and intended, had hit some members of our target audience. The comment is really positive and breaks the 'More Shots' sequence.

From the constructive criticism given after sharing our music video with our target audience. from this the often use quote 'sometimes a little can be too much', was of a different value. If we were to re-do this music video the most important thing taken away from the first video would be that we need more shots in order to satisfy and adapt to our target audiences thirst. Music video's conventions often have a lot of cuts and plenty of scenes. 

we should have taken this in to a account but definitely will the next time. If we could do anything different when recreating the music video, I would say we could have handled our time a lot better, which would have allowed us to obtain more footage, along with our creativity. 

Evaluation Q2 :How effective is the combination of your main product and ancillary products?

The effectiveness of our Product and ancillary texts are that of great proportion. when creating our ancillary product, the Music video. The effect that we wanted it to have was that of a professional look. We took in to account the conventions that the Weeknd uses for his art work and imagery. We made a few sub-verted decisions to make it idiosyncratic to our own taste. For example the Weeknd likes to use a 3 tone colour scheme to his album artwork not that of anything to difficult or surprising to his viewer. We decided to take in to account and incorporate The colour Scheme Convention when creating the digipak so our audience can appeal and correlate to what they're used to seeing.

 We also took in to consideration the Weeknds Image. He often looks really rough and represent the hardcore drug and alcohol abuse look. To Recreate or adapt this look in to our own work we had to style or model Roger Dos Santos, in to wearing a Vintage sleeved denim jacket with Black, acid washed jeans along with black high top supra's to complete the look. This look is the most common Weeknd look as he refers to this look as his 'getting high' look. This was key when editing The photos for the artwork for the album cover, allowing us to make the photos look more vintage and rough as to the a pose natural every day photo. this also creates and gives a enigmatic feature to artwork of the Digipak as that is what our artist is all about being.

The song we chose to cover gave us the direct approach on what and how our video should be created. The Weeknd only has ONE official video to his song 'The Knowing'. This gave us the free will to create something of our own, along with putting our own creative stamp on it. The song deals with taboo issues and ideology's such as Drug abuse. To represent this and make it look professional, we inverted our video using dark lighting, to a black and white grey scale also using abstract imagery to really give it a dark feel and anchor in the set story line with the song. We have purposefully drained the colour out of our video using Bleach Bypass as with this look the anchored effect is created, merging the video to the song lyrics's darkness.

When Creating the Promotional poster for the Digipak, to give the stern image of it's professionalism we included and used David Burtons uses and Gratifications theory, inviting and appealing to our teenage demographic we included. We included social interaction websites such as Twitter & Facbook. These are the most common forms of social networking visible to our teenage demographic and society today. They also offer and represent web 2.0, along with the smart phone bar code reader. this applies with the recent technology advances in which smart phones are able to scan a code and obtain information on a product or what ever that bar code represent or promotes, straight to their hand held device.

When creating our products and ancillary products we have tried our very best to adapt our artist style and suave in to our products, being very careful in what features we mimic & recreate from scratch. We have made sure that our product reaches and applies to our target audiences needs along with their specifications. The way we have interlinked our products is that to make our products meet each other in terms of relevance and style but we have still managed to keep our products different and not repetitive or exact mirror creations of each other.

Evaluation Q1 : What ways does your music product use, develop or challenge real forms of media products?

Whilst doing audience research and product research I and my group found a lot of the editing within R&B video's, if covering a dark sub genre of the main genre, rather gloomy and bleak. compared to how a 'Feel Good' R&B songs image and out-take would be, which is bright and filled with beautiful women, watering down champaign.The topics usually covered or represented within R&B video's are Women, Sex, Alcohol, Relationships and on the sub-verted occasion Death.  In today's day and age depending on who the director is the Video and editing will be based on who the director is, along with what the lyrical content is about. happy, upbeat lyrics drive towards a happy upbeat video. dark, painful lyrics contribute towards a sadly deep video. 


 A lot of R&B video's sequencing fade and cut in to each other rather strongly telling a very clear structured story. There are a lot of pans with close up shots used. slow motion shots or slow shots often create a dramatic effect on the video, giving the video's meaning a more serious look. These are used to portray and show how the artist is feeling about the topic or brief at hand, often sad or regretful, with the sub genre which sub-verts from the stereotypical inclining the artist to do the opposite within the video deciding to forget his/her troubles by going out and having fun with his/her friendship group.


 the narrative structure usually follows the Equilibrium, disruption, Equilibrium either reached, reached but not the same or unresolved. This is common with most R&B music videos as they all try to tell a story to their viewers. the artists within the genre are predominantly represented as regretful individuals, who are emotionally unstable in terms of how to deal with their current affairs. The lyrical content involved within the music usually talk and specify feeling for the other or ex-other half.


Mise-En-Scene within these videos often consist and or are build within a domestic environment. if not then a form of transport or out door sub-vert is used to show the artists thoughts really moving him/her in to another light. photos are used to represent what is and what was within a music video almost acting as a more graphical still watch. bathrooms and clubs are used rather frequently within R&B music Videos as these places tend to be where people go if the're sad or happy within the music world of R&B.


I and my group when creating our own music video, taking in to account all the product and audience research done, we decided to adapt and subvert some of the typical R&B conventions. for example we decided instead of keeping our videos colour, we decided that because we're covering such a dark themed song to make it black and white, bringing malnourishment to the video of it's vibrant colours. we chose to do this as we wanted to be different from the typical always in colour video.


We edited the video's sequencing by making each shot either cut or fade in to each other as most R&B video's do this to keep the storyline and frequency of the video smooth. we decided to include a female and drug within our video as our song choice talks about this within great detail and also follows the Genres forms of conventions.


to create our own music video based upon the genre R&B we also used pans and close up shots to put together our music video. We decided to follow the conventions of the camera angles because we personally thought if we had filmed it any differently i perhaps wouldn't have given the dark, mysterious effect we wanted it to.


 When  and my group created our digipak, the first thing we noticed was that it folded out in to a  long rectangular shape, we also noticed that there were a lot of images consisting of 6 sides, meaning a image on each side. we also noticed instead of having 1 tray like a normal CD. The digipak was a beholder of two trays. a convention that did surprise us as we though there would be some differenece is the digipak uses just like the normal CD covers, the song tittles remaining on the back cover of the panel.


When we created our Digipak me and my group decided to adapt all the conventions of a Digipak with no challenging involved as we felt our target audience would find it awkward enough opening the digipak, so try to not make it any more strange. When I and my group created our Digipak, we decided to keep the layout but add the weeknd, who is the artist we're looking at. we decided to place a picture representing an aspect of his that he sings about or represents him self.


Whilst looking in to magazine adverts with my group, we noticed that what ever medial text is being advertised it takes up two thirds of the page with the Album, Artists Name and the release date all being at the masthead of the advertisement. There is usually a award or prestige that the album has won or been nominated for. We also found the magazines own personal review captioned at the bottom to anchor the whole advertisement together.


When I and my group created our magazine advert for our digipak, we decided to follow all the magazines conventions as we felt comfortable doing so. it also apeald to our target audience as the magazines conventions that we followed was predominantly read by our target audience . We placed the panel in the front so people understood that, that was what was of importance along with the Release date, Artist Name and album title at the top. We also Included our on Caption and included website in to our design by putting the artists Facebook, Twitter and website across the bottom to signify the many different types of media approaches. We also included a 'Smart Phone Scanner'. This is a little code that a smart phone scans and is able to get information about the album straight to their phone.


When creating all of our products we didn't really try to challenge media texts already out there we decided to develop and use different conventions, adding our on twist as this is what we felt more comfortable doing as a group. We figured instead of trying to change our target audiences preferences we should just simply cater to them that way we have hard hitting products that we know our target audience will like.  

Media A2 Music Video- The Weeknd "Rolling Stone"

Here is the final finished and edited video that i and my group have created.

Digipak

This is the digipak that me and my group have created in order to assist our music video, it is styled and edited to fit the forms and conventions of our artist the weeknds dark vintage style. Each panel has been styled in order to show somewhat similarity but yet sub-verted mimicking to his original Mixtape artwork appearance.

This is the magazine promotional poster. The artist name, album and release date is stated at the top as I have decided to follow the conventions of a Magazine poster. The Digipak is placed in the middle as this is the important item and the topic at hand of discussion. The promotional tool used is the ‘Brit awards’ logo this is to show that it has been nominated and won for a prestige award. The caption anchors everything down, showing what the review has said the album has to offer. I‘ve also given another promotional link that diverts from your usual media which is the ‘Smart phone Scan’ image. This is for smart phones to scan and get  immediate information on the album through their phone. i have also listed the forms of the artists communication, in which he converses with his fans and viewers. These are social networking sites such as his Website, Facebook and Twitter.

 This is one of the inside panels. I have chosen to include 3 photo’s as the weeknds Mixtape art work consists of multiple photos on a cover. The lips are their to signify mystery and lust. Also the photo of the chosen model drinking  alcohol, portrays one of his many addictions.

 This is the inside back panel of the Digipak this includes the song tittles of the other songs within the single album along with 2 of the models photos. One photo below the song tittles represents his state of mind as a always reflective individual. This portrays him as someone who is always in touch with his thought’s.

 This is one of the inside panels. We have purposefully taken a photo of his clothing with no face. This is to show his rough and not caring look. I have edited the photo so it looks vintage and almost lifeless as this is what the weeknds Mixtape cover’s often consist of and look like.

 This is another panel. We have purposefully chosen a girl to represent his lust for love and beautiful women, that he sings about within his songs. He generally tends to sing about how he hurts or mixes females with drugs in a absolutely crazy world.

 This is another panel within the digipak. I’ve taken a photo of just pills as the weeknds theme of music lyrics consist of drug talk and constantly ‘popping’ or indulging with people who ‘pop pills’, to get their thrill or kick out of life.

This is the front cover of our music Digipak music single cover. We have followed the connotations and conventions of our artist the weeknd. On shown as a rough looking drug addict, as this is what his music is mainly about or symbolises.

Editing (During)

Uploading footage and beginning to link videos with the music and adding transitions. Learning the basic tools needed to create a professional music video.

Removing and cutting useless

footage and creating a storyline accor

ding to our storyboards. Following our storyboards very closely so it gives us a professional structure. Here i am adding a dissolve transition to the music video, throughout i also learnt

how to edit lighting and change it to black and white to follow the conventions and imagery we wish to create.

On location when filming, playing with natural lighting creating chiaroscuro effects to meet the conventions of our music video/artist.

Possible Locations

Media A2

View more presentations from EugeneBongo

We decided not to use the graveyard location as it was too hard to get bright lighting and our actor wasn't visible on camera, also the quality of the shot wasn't very good either.

We decided to use the alleys and the outdoor locations as we thought they linked very well with the song and had natural lighting (lamposts) so the quality of the shot was of a good standard

Outdoor Locations

View more PowerPoint from callumwilsonalevel

Locations

Story Boards

To create our music video we need to have a basic structure of how we what our music video to go. here we have comprised some basic scene sketches on how we would like our video to go. the camera angles and shots have also been included so that our camera focus is not random or messed with.

Photoshoot

To find our correct model to be The weeknd for our music video, we undertook a photoshoot with a friend of our's who we thought looked the part. The photos are to be used for the digi pack we are creating and will be edited. The Weeknd doesn't usually show himself on his Mix tape covers, he usually has a girl of some sort, but we decided to be different and go against his usual connotations and include the artist this time along with a girl just to add our own twist to it.

Presentation of photoshoot

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The Artist : The Weeknd

THE WEEKND : So Far

Abel Tesfaye also know by his performer name, 'The weeknd' is of Ethiopian descent born on February 16th 1990 making him 22 years of age. The singer, song writer and producer currently resides in Ontario, Canada and was noticed and signed to the well known Canadian rapper Aubery 'Drake' Graham's 'OVO XO' record label. Since then he has been remarked as 'The songbird of his generation', as well as 'The best musical talent since Michael Jackson', by big music publications such as MTV, XXL, Rolling Stones, The Source, BET and many many more.

The Weeknd Started a trend in releasing Three 9 song free Mix tape's entitled 'House Of Balloons', 'Thursday' and 'Echoes Of Silence', which is his most Recent Project. He did this under a unknown alias not showing himself untill the release of his second Mixtape. Once he started of with 'The House Of Balloons' Mixtape as a free download on his website the-weeknd.com The rise in wanting to know who it was behind this great music grew more and more and within months the second Mix tape to the 3 part trilogy was released, this time people being more aware of what was to come and what talent was there to be on show, the second mix tape was downloaded so much that the weeknd's site crashed and had to be rebooted. His Latest project and Mix tape called 'Echoes Of Silence' was more of a tribute to his Idol Michael Jackson with a 'Dirty Diana' Cover tribute towards him. All of these Mix Tapes can be found and downloaded on his website for no fee what so ever and in my eyes is a very clever idea as a promotional tool to raise awareness to the music industry of who you are.

The weeknd for all of his songs released has purposefully not created music video's as he would like to remain mysterious and thought about towards his fans. However, he does have one video to the song called 'The kowing', off of his first mixtape 'The House Of Balloons', in which it's more of a clever slideshow of images and dreams put together to create a un-surreal world and vision http://www.youtube.com/watch?v=vPp5Ty9EE6k

The Weeknd within his music is very emotionally tied, talking about taboo subject's such as Alcohol, Drugs and very commonly women. his lyrics are very deep and dark making his listener zone out to what is known as 'High Music' here is some lyrics from his song entitled 'XO The Host' from his 'Echoes Of Silence' Mix Tape. http://www.killerhiphop.com/the-weeknd-xo-the-host-lyrics/

I as a listener and fan of his music find it rather entertaining and inciteful as he sings and describes a dark world he lives in that many of us can only wonder about. his music being very viral has had a dramatic affect on his status as a musician raising awareness of him self to many big musicians and important people in the music industry.

The Weeknd - The Knowing (Official Video)

This is the first video that the Weeknd has constructed for one of his newest songs. Here you can see the artists idiosyncrasy compared to other R&B artists as well as the enigmatic video approach. This is not a conventional music video, its got a mysterious reading to the audience and creates a sense of "being on drugs". 

In terms of how it relates to videos today, it still includes a girl and an intimate moment occurring, the rest is trying to portray that he is on drugs hence the "weird" images.The story to the video links with how Haile Selassie was overthrown by his own people during his reign of Ethiopia. It's symbolism for how The Weeknd was betrayed by his girl.

This is just an example of the type of music and representations the Weeknd portrays, we aren't going to be following his footsteps in terms of this video, but we will be using very dark lighting and some unusual images in our own music video to try and meet the conventions of the Weeknds music.

Analysis Of Music Video - Robin Thicke Love After War

The Video
http://www.youtube.com/watch?v=JwFtfnUGJfg&ob=av2e

Robin Thickes' Twitter
http://twitter.com/robinthicke

MISE-EN-SCENE

For the mise-en-scene of this video is rather simple but sophisticated in the way that it is used and laid out for the video. You have beds being used giving of the iconography of peace and love, with usually slumbers or

coupled connotations. Window seals and bathrooms are also used but these are not of modern day quality, these are of 1960’s old manner house quality, giving the video’s look a timeworn age. There are ices of lingerie and beautiful furniture used for example the red double seated. This gives the connotation of trouble as these as these common double seated benches are used mainly in couple’s counselling meetings as waiting chairs.

Only two people are used within this video, those being the music artist, Robin Thicke and the beautiful young lady who is playing his other half,Paula Patton. Bothe are dressed in opposite ends of the table, with Robin Thicke dressed in wonderful, vibrant cotton sweaters, accompanied by a dark blazer, this gives on the connotation of a well presented and high earning man. The iconography for this is that he has the power and is of great importance within this music video. Thickes’ co-star however is portrayed and given connotations of the slutty wife, who is disrespectful and mischievous. She throughout the video is

seen in nothing more that leather body pieces and towels with glasses on. Both stars within the video are wearing glasses, which are usually worn if sunny weather occurs, but within this video there are no outside shots meaning the glasses are being worn as a representation of a secret, as if there both covering something up.

CAMERA

The camera shots used in this video are mainly based and created to show the stars body languages which is different to the usual modern day shots within R&B of Extreme Close Up’s (ECU’s) of the face to show feelings and emotions. Within this video a lot of Medium Long Shot’s, Medium Close Up’s and Close Up’s are used instead of Extreme Close Up’s, breaking the typical R&B structure and mould.

The camera movement within this video is very limited as to the different types of tracking, tilts and pans that are used, in fact there are barley any, although there is a lot of footwork shooting, with the camera being held by someone so the footage is somewhat unsteady, giving you the effect as if you were there. There are also different height levels of shooting, with not just above the waist but also below on the ground also, which I really found interesting and something to perhaps delve in to. R&B structure and mould.

ENCODING/DECODING

I think that the preferred the audience will obtain from this piece of text is that life and relationships are difficult as well as tough to understand and cope with, but even then you should soldier through it and fight for what it is that you want. In terms of gratifications and pleasures offered to the preferred reader I would personally say that this piece of text informs and educates helping those at a standstill in their relationships with their spouses. I also think

this video offers social identification as some of the preferred readers may be able to say once watching this video, “yes I to can relate to what is going on within this video as I deal with the same issues in my everyday life”. I also think it offers Social interaction as the viewers may be able to talk about what is going on within the video and how it affects them in terms of their own Love life.

The groups represented in this are Middle aged white men, of class A1 to b, between their early 30’s to early 40’s. Within this text they’re represented as sophisticated and classy in the way that they dress and approach rough domestic relationships. The second group represented within this piece of text are young women ranging in the early 20’s to middle 30’s. Their class would be that of the B to C section. Within this piece of text they’re represented as hard and a struggle to put up or deal with, representing and backing the dominant ideology, that women within relationships are always the main cause of problems or difficulty’s, That man often having to put up with whatever the female throws upon to him.

EDITING

The pace of the shots are rather different to your typical everyday R&B videos as within this video they are very sluggish and deep, were as in most videos common like this one the shots are all pacey and sharp to change in to the next scene. The transitions used within the video are

mainly fades and cuts, at the begging we do see a zoom out on text written in French with the subtitle written in English underneath. A French male voice over is used to anchor the open sequence down with the video, again representing the common ideology of French language being the ‘Language of Love’.

Analysis Of Music Video - R Kelly Iginition

The Video
http://www.youtube.com/watch?v=y6y_4_b6RS8&ob=av2e

R-Kellys' Twitter

http://twitter.com/kellzodiac

Mise-en-Scene

The setting of this video is mainly within a club. Props being used are things such as champaign bottles and dance floor, dance floor disco light and a stretched

Hummer Limo. These items and Locations are all connotations of having a good time and enjoying your self,

which shows unity but also that they're huge party animals. The amount of seductive beautiful women in this video isows just how much r&b over the past 30 years has changed. It's gone from having sad tails about love and misfortune to now being about having a good time and enjoying life to the fullest. The are also a lot of different ethnic minority's within this video, which gives the connotation of above the norm with a few males dotted around the scene, as the whole dance floor is filled with them. This gives the connotation that Life is about partying and getting women. Hot at that.

The atmosphere of the video is very lively and party realistic with everyone dancing and having a good time.

The Video uses a lot of Medium shots and Medium long shots. to focus on R-Kelly the artist. The camera also uses pans to capture the whole club partying and having a good time and also uses establishing shots along with tilts on the women to show how attractive and hot they are. dolly shots and pull shots are used quite a bit in

this video also to get in on the partying action, but the interesting thing about the dolly's and pull's used in this video are that they are done

at different hight's and angles, just to make things a little more interesting and different to look at from your usual straight ahead shot.

The Pace of the shots are no longer than 4 seconds as the shots and cuts match the timing and bass of the be

at. the editing and special affects within the video are no really present but the lighting and surrounding are played with quite a bit from focusing the camera on certain objects leaving other objects out of focus, within the video you don't of focus to merging the scenes together through a 2 second fade shot as a easy transition.

The preferable reading of this text that the viewers get is that the party lifestyle is how to live life

see anyone unhappy or angry and miserable. Alcohol, Money and women are the way to satisfy ones need's in life, which of course is nowhere near the case. The Gratifications given from this

video are that of entertainment as it is a rather feel good R&B Song and i personally think would make anyone get up and dance. I t offers social interaction as the people within the video will socially interact. it offers escapism as people watching the video may feel like they are really there, or listening to the song may help create that party atmosphere.

The groups represented in this piece of text are young women between there 20's and 30's. They are represented as very attractive and always looking to have a good time, which is v

ery misleading as not all young women live the lifestyle that the young women in this video portray. also men in there 30's to 40's are represented as big party goers when realistically that is not the case at all. Most men of that age are settled down with kids and have no time for scenery of that sort. both genders and ages are represented as wild and adventurous, also having a great lust for dancing and alcohol.

The dominant ideology's are that, life is about fun and shouldn't always be take

n seriously. Also if you want to have a good time the only way that is going to happen is by going to bars and meeting women, consuming some what amount of alcohol, all of these aspects help create the typical stereotype that this generation is about nothing more than fun, portraying this generation as 'less serous'.

Analysis Of Music Video - Usher Burn

The Video

http://www.youtube.com/watch?v=t5XNWFw5HVw

Ushers' Twitter

http://twitter.com/USHERRAYMONDIV

Mise-En-Scene

the video is set up in two main places, a luxurious American apartment with an outdoor swimming pool and a beautiful view. The second shooting location is L.A Strip, with palm tree's and beautiful scenery (Plantation)ect. This gives the connotation that he is rich and leading a well of life almost like a bachelor.

There are

also Shelves, books, lamps, sofas and beds used within the video to make the apartment come to life and seem more realistic towards the viewer.

As the video starts the camera looks at a woman's' eyes and lips within a photo, as the video progresses on,

there is a very big portrait photo of a woman in the back drop behind the artist. this is clearly the artists love and who the song he is singing is about.

The artist is not alone in the video as he has a young pretty lady as a co-star playing the girl that has left him. Within the video the camera depicts the young lady as a mirage to the artist as when he see's the young woman it's only in his head. This gives the connotation that he is missing her dearly and is not over her.

Camera Shots

The Camera shots used are predominantly medium close-up's and long shot's This is so the seriousness of the artists break up is able to be shown and portrayed through his

physical emotions. Pan's and tilt's are used to create a build up within the video and dolly sh

ots are used to capture someone's action and range of movement, for example when the young lady is waling by the pull side. There are also push and pull shots, main

ly done on the artist to

establish the main person.

The way the scenes are cut and edited is because it's a slow song, the cuts are not to rapid but quick in effect. The pace of the shots are no longer than 4, 5 maximum seconds. The scenes don't just jump in to each other, as this is a slow song the scene's gently merge in to one another to keep the atmosphere of the song and topic dim. Special effects used are the flames used within the video. seeing as the track is entitled 'Burn', flames are used to emphasise a love that once was, showing and burning brightly before being extinguished. There's also

under water footage of the young lady swimming above her on the surface of the water are flames. The Palm tree's along the L.A Strip are set a light as Usher performs his dance scene.

The Audiences perception of this video would be that the artist is clearly hurting and not over the break he has embarked on. He still misses his love, hence the mirages he see's of her in the video. Another perception the audience will get from this video is that break up is an emotionally draining thing to go through, also the artist is really wealthy in this video and although he has all of these nice things he still is not happy. Money can not buy you happiness.

The audience may be able to identify with this as they may go through break up's and face the same emotions that Usher faces within this video. The Video may offer entertainment with the beautiful shotn not buy you happiness.

s and special effects used to create this short movie like video. I also feel that the video Informs and educates by teaching and telling the viewers that not everything works out in relationships or life for that matter of fact.

The Group being represented are young black males between the age of 20 and 30 of the A/B end of the social Classification system. They are being represented as very emotional and incapable of maintaining a good relationship.

The Main ideology's within this video are that nothing good lasts for ever and also heart brakes are one of the most toughest things to deal with.

Audience Theories

The target audience at which things are aimed at are very selective about what music to listen to and consume as there media intake. there are many reasons and within this post i shall try to explore those reasons in greater depth with 2 of the many theories created around them.

The first theory i will be talking about is the Blumer

and Kats theory. Here are the sections i and my group plan to cover with our music video.

INFORM & EDUCATE, meaning what it says it gives information and helps give understanding in to a certain topic or subject.y, this is the target audience making an active decision in to what media they decide to consume in order to meet there specific needs. Media ca

IDENTIFICATION: This is when the target audience can relate to the piece of media because they have either been through the situation or can relate through some similarity.

ENTERTAINMENT: This makes the target audience feel something or react in a certain towards the piece of media.SOCIAL INTERACTION: This gives the target audience the ability to talk to others about the piece of media he consumed.

ESCAPE: This is a piece of media that offers the target audience a reason to relax and forget about the troubles there real life has and almost live the life the character within the piece of media has.

There is also a different approach to Media intake going by the theory of Richard Dyers' Utopian Solution's Theory. This having 3 main reasons for consuming the media. These are called Inadequacy, These are isolation, Confusion and Boredom to these 3 reasons there are answers these answers are Community, Clarity and Excitement. This theory is very simple and easy to understand with the table involved.