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

With the exception of Wix website builder all of the technology we used for making our video we have used before several times and have a relatively large knowledge on all of it. This helped us greatly as it made the time it has taken to complete the task quicker. Except Wix there is nothing new we have learnt from the technology. With the music video we did, we actually went more in depth into the usage of the camera and adobe programmes in AS. Although Wix was new to us, it was very simple and easy to use it.

3. What have you learned from your audience feedback?

 We had completed a questionnaire in order to get some research into the genre we had chose and to understand if the way in which we had represented the type of people that listen to that genre of music. Overall the target audience are people of our age, targeted at our social groups ranging in ages between 16-25.

Location - We have used a mixture of outdoor locations, mainly through the city centre of Peterborough, the embankment and Werrington Skatepark. We was aiming to create an urban scene and style. Props, with the use of 'old school' cycles helped create exactly the style we wanted, often emphasising the scene and style of today. We added an extreme sports element to make the video a bit more exciting and to encourage the audience to carry on watching. Editing, with the use of fast cuts and video affects made the video to flow with the beat of the music and increasing the frames per second when a drop occurs. We hope that this further entices the audience and makes it more exciting than just a bunch people riding on bikes.

Consumption - The song we have used, 'Cassius - I love you so (Skream remix)', is of the 'Drumstep' genre. This is the mixture of the fast pace beat of drum and bass with the wobble of dubstep. Using research I have was able to analyse the target audience, the recipients were an audience we are aiming the video at.

Question 1 - Male or female?

We wanted to determine whether the recipients where of an equal number of males and females. We asked 50 recipients in all and found that there were 22 females and 28 males. This will determine the audience by the types of people rather than the sex.

Question 2 - How old are you?

We wanted to find the ages of all the audience and found that most of the recipient where ages between 18-20, some between 16 and 17, and 5 over the age of 21. This showed me that five of the recipient where not the target audience but could show me results if that age are interested.

Question 3 - Do you like the genre Drumstep, dubstep and drum and bass?

We wanted to get straight to the topic and ask a question with two results, this would determine whether we were targeting the right age group and audience. 43 of the respondents answered yes and 7 no. We then deciding to exclude the results of the 7 people as this could affect the results.

Question 4 - We then gave the respondents 5 quotes and asked them to tell us which one they best agreed with:

- 'Keep things the way they are' - 1
- 'Work hard, play later' - 5
- 'Live for now and enjoy life' - 25
- 'To be something later' - 1
- 'To have, to be, to play' - 10

This question allowed us to determine the audience. Most of the audience are 'Hedonists' and their view is 'to play, or enjoy life now'. These are the target audience.

Question 5 - What is your thought on illegal drugs?

The results overall showed mixed emotions, some people accepted drugs some didn’t. It wasn’t a particular area recipient where keen to answer although drugs are often a common factor in the audience we are targeting.

Question 6 - Please tick any artists you have heard of?

The artist we gave:

Skream
Krome and Time
Camo and Krooked
Chase and status
Drumsound and Bassline Smith
High Contrast
Mt Eden
Nero
Noisia
Modestep
Rusko
Netsky

We decided that these where the artist best known and familiar in the scene. Our results show good results, showing that most recipients had heard of at least 9 of the 12 artist given.

We then showed 10 of the recipient best suited as our target audience, and they all viewed the music video. We then had an open discussion about the audience opinion on the video. Nearly all the audience enjoyed and liked the video, some gave criticism but overall a positive result. We asked whether the audience believed our video showed a representation of the young adults of today; the audience agreed with this which was exactly what we was hoping for. Although some of the audience felt it was slightly boring as the extreme sports element wasn’t something they were interested, but said some of the tricks where impressive.
Overall our questionnaire supported mostly what we had assumed, and also help us determine the target audience and receive feedback from the target audience.


Size - We believe that the audience/market is an upcoming and developing market that we gain mass market attention.

Subjectivity - We believe the video would be aged rated and some viewer may find some footage offensive, but found that some audience may simply not be interested in the video, especially older audiences.

We had also shown our production to our class in order to receive feedback from audience that are experienced and are also working on their productions. Feedback had suggested that what we had shown had no meaning to the song, although we had tried to convey a hidden meaning to the audience. We had used random clips and edited them together using affects but overall we believe this created exactly the style and representation we wanted. We also researched into similar products and had found that often music videos of this genre, due to the lack in lyrics, often showed some or no relevance to one another.

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

The main brand for the artist has been the artist logo 'Skream!'. We decided to use this thought all the ancillary tasks and production so that the artist was constantly recognised by this logo. We also were trying to constantly keep the urban but modern style and scene throughout. The website is basic, only showing key information which we believed overall gave the same style in which we consistently wanted.

We believed that all products made constantly related to one another with the use of cycles especially between the main production and digipak. Although, a main difference between the website and digipak is that the website does not have the cycle theme as much; we only wanted the cycle theme for the main production, but have the artist focusing on the urban style.

We decided we wanted to create a representation of the type of people that would listen to the music rather than the artist themselves.

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

Before making our video we researched into similar products (other drum & bass/dubstep [drumstep] music videos) to see what the codes and conventions were which we could either follow or challenge.

Although we didn’t shoot or edit our video in chronological order we did the opening scene first. Because the song we chose has such a long intro before it truly gets into itself, we made the opening scene of the video like this, slow and not much happening. We did this because we followed other similar media products’ codes and conventions with a long slow intro, where the video takes the same time as the song to kick in. We followed this as we had a good idea to do this and make it look professional, without it getting boring. We did a time lapse from day to night and then back to day, over an urban area in Peterborough. We filmed it on a night where there was some colour in the sky from a sunset to make it look interesting and a visual you can’t take your eyes off. When it came to putting the titles on there, we used simple, yet aesthetically pleasing font appearing on and off the occasional beat.

When it came to setting/locations we again decided to follow the codes and conventions of similar products. We filmed in Peterborough city centre, Peterborough embankment (under the bridge, next to the train track), Werrington Skate Park and random places around the city. All of these places look very urban and cool. The locations we used were either places where the target audience would “hang out” or places which looks good to them. This is just like several other drumstep videos.

The costumes and props was the easiest decision we had to make for the whole process of making the video. Because we ourselves are the main target audience of the song choice we had, we chose to wear the clothes we like to wear (baggy tops, skinny jeans, caps etc.) and used props which we enjoy using (road bikes, bmx, skateboards etc.). In some similar products the costume and props is like ours, very real and down to earth, however some are very surreal and out of this world. We obviously chose the first option. This is because we wanted to make by us for us. A video to explain who we are and what we enjoy no matter how random it is you could say, after all the only line in the song is “I love you so, but why I love you I’ll never know”

Because of what I have explained in the previous two paragraphs, the relationship between the lyrics and video is strong but not too obvious to prevent it to look cheesy. The target audience are the characters in the video doing what they want to do wearing what they want to wear, care free and having a good time. Also, as I previously stated, the shots are taken in the locations where the characters would hang out or like the look of. As everything in the video is what the target audience love, when considering the lyrics you can then realise the relationship between the lyrics and video. Often in similar products, the video is completely unrelated to the lyrics in any way. However we decided to go against this as it would have looked more random than our video already did. Our song is still not directly related to our video but there is a meaning in there.

Target Audience

I will be analysing the target audience defined by location, consumption, size and subjectivity. Location - We have used a mixture of outdoor locations, mainly through the city centre of Peterborough, the embankment and Werrington Skatepark. We was aiming to create an urban scene and style. Props, with the use of 'old school' cycles helped create exactly the style we wanted, often emphasising the scene and style of today. We added an extreme sports element to make the video a bit more exciting and to encourage the audience to carry on watching. Editing, with the use of fast cuts and video affects made the video to flow with the beat of the music and increasing the frames per second when a drop occurs. We hope that this further entices the audience and makes it more exciting than just a bunch people riding on bikes.

Consumption - The song we have used, 'Cassius - I love you so (Skream remix)', is of the 'Drumstep' genre. This is the mixture of the fast pace beat of drum and bass with the wobble of dubstep. Using research I have was able to analyse the target audience, the recipients were an audience we are aiming the video at.

Question 1 - Male or female?

We wanted to determine whether the recipients where of an equal number of males and females. We asked 50 recipients in all and found that there were 22 females and 28 males. This will determine the audience by the types of people rather than the sex.

Question 2 - How old are you?

We wanted to find the ages of all the audience and found that most of the recipient where ages between 18-20, some between 16 and 17, and 5 over the age of 21. This showed me that five of the recipient where not the target audience but could show me results if that age are interested.

Question 3 - Do you like the genre Drumstep, dubstep and drum and bass?

We wanted to get straight to the topic and ask a question with two results, this would determine whether we were targeting the right age group and audience. 43 of the respondents answered yes and 7 no. We then deciding to exclude the results of the 7 people as this could affect the results.

Question 4 - We then gave the respondents 5 quotes and asked them to tell us which one they best agreed with:

- 'Keep things the way they are' - 1
- 'Work hard, play later' - 5
- 'Live for now and enjoy life' - 25
- 'To be something later' - 1
- 'To have, to be, to play' - 10

This question allowed us to determine the audience. Most of the audience are 'Hedonists' and their view is 'to play, or enjoy life now'. These are the target audience.

Question 5 - What is your thought on illegal drugs?

The results overall showed mixed emotions, some people accepted drugs some didn’t. It wasn’t a particular area recipient where keen to answer although drugs are often a common factor in the audience we are targeting.

Question 6 - Please tick any artists you have heard of?

The artist we gave:

Skream
Krome and Time
Camo and Krooked
Chase and status
Drumsound and Bassline Smith
High Contrast
Mt Eden
Nero
Noisia
Modestep
Rusko
Netsky

We decided that these where the artist best known and familiar in the scene. Our results show good results, showing that most recipients had heard of at least 9 of the 12 artist given.

We then showed 10 of the recipient best suited as our target audience, and they all viewed the music video. We then had an open discussion about the audience opinion on the video. Nearly all the audience enjoyed and liked the video, some gave criticism but overall a positive result. We asked whether the audience believed our video showed a representation of the young adults of today; the audience agreed with this which was exactly what we was hoping for. Although some of the audience felt it was slightly boring as the extreme sports element wasn’t something they were interested, but said some of the tricks where impressive.
Overall our questionnaire supported mostly what we had assumed, and also help us determine the target audience and receive feedback from the target audience.


Size - We believe that the audience/market is an upcoming and developing market that we gain mass market attention.

Subjectivity - We believe the video would be aged rated and some viewer may find some footage offensive, but found that some audience may simply not be interested in the video, especially older audiences.

We have designed our digipak design. We believe overall we have created a proffesional looking CD case.

Website has been made!

Using an free online website builder, we have built a website that we belive is suitable for Skream!

Skream! Website

The digipak will be uploaded soon!