SAGE ODUMOSU MEDIA EVALUATION

In the construction of my music video for the track created by artist Dot Rotten
known as Determination I believe I have considered various factors and implemented
said factors into my music video quite well. During the construction of the music
video I took into account Andrew Goodwins music video conventions which are

Relationship between the visuals and the lyrics

Conveyance of Voyeurism
Intertexual features/ references
Relationship between the visuals and the music
Different music genres have their own music video style and iconography
Relationship between the visuals and the lyrics

Also in the construction of this music video I took into account the genre of music
which was grime and I aimed to set it apart from other grime music videos that
predominantly show money, crime and hood. Although I did not fully depart from this
what I created was a music video showing the progression of a young hood boy
involved in crime coming out of that lifestyle to making money through working in
music and gaining money the honest way with this I still keep elements of grime in
the music video without letting the music video become a stereotypical hood music
video. By doing this I have also challenged the conventions of the grime music genre
as my music video is not centred on crimes that have been committed, making money
through dishonest methods or how dark and bad the areas the artist lives in are.
As for my album advert I believe I followed all the basic layout conventions such as
release date, album name, Image of artist, artist name, record label logo, logo and
where it can be purchased from. By doing this I have met all of these basic
requirements and have made allowed the audience to get all the information they need
and interest them about the album and making them consider purchasing it at the
specified locations.
In regards to my digipak I have followed the many conventions such as, track list,
artist name, album name, extra information, record label, artwork, image of artist,
logo and a barcode. By including all these basic conventions among other things into
my digipak I have effectively created a digipak that represents my artist and the
overall theme of yin and yang as well and the overall theme of leaving your past life
and persona behind you.
In my digipak and album advert I have represented my artists in two forms. The first
form is his hooded more darker form the side of my artist that commits crimes and
lives the lifestyle of a road man , and then his other side which is the light or
good side who wants to make money through music and leave his old lifestyle
behind him as well as achieve his dreams. In the dark side the clothing of the artists
predominantly dark and hood clothing i.e. hoodies and usually black clothes. Whereas
the good side is dressed in white clothing and suits to signify how he has grown and
left his old life behind him also the suit contrasts where he used to be in the past and
the state he has achieved now.

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In regards to text I have styled the text in different ways depending on the words. For
the artists name have styled the text in a particular font that perfectly represent the
artist at the beginning which is a dark damaged font that really isnt appealing which
describes the artist at the begin of the music video where he is a criminal committing
crimes to support himself. In terms of the font used for the album title I used a white
colour and a more sophisticated font to symbolise the artists look after he succeeded
in the music scene and left his old life behind him for a purer lifestyle. The
representation is consistent in the form that both the yin and yang sides are
represented differently in the texts consistently in the album/digipak.
I have constructed the representation of my artists two forms through the use of
correct clothing, colour, positioning. Body language and various other mise en scene
such as camera angle, shot types and background/setting in order to ensure that the
idea of the 2 sides of the artist is made apparent to the audience. For both sides I made
sure to construct camera shots which have the artist looking directly into the camera
to simulate the artist looking directly at the audience in order to bid connection and
feeling of relation between the two. I also made sure each side of the artist had a
specific colour as to distinguish the two forms, the dark side was dressed in black
hooded clothing whereas the light side was dressed in white clothing and
sophisticated suits. By doing this I have made it obvious that I was attempting to
contrast the artist past and present lives while using yin and yang symbolism. In my
music video I also used an establishing shot of rural London from on top of a flat in
order to give information to the audience about the artists current location and
situation as well as to give information about the artist before the song begins. I have
also represented the dark side of the artists in my music video where he is seen putting
on a bandana across his face insinuating to the audience that he is about to commit a
crime and also telling the audience that he was a criminal of sorts as the next scene
depicts the artist robbing someone. Furthermore I represented the positive
representation of the artist in the music video through white clothing and the narrative
where the artists abandons his black hoodie to reveal the white shirt showing his
progression from his dark ways to a new side and way of life. By doing these things I
believe I have gotten across the yin and yang concept of the music video quite well to
my audience.
I have used audience feedback in order to gain knowledge of what needs to eb done in
order to improve on my various pieces of work and achieve the highest grade
possible. I got audience feedback when it came to making a decision on who would be
the main artist in my music video. I video recorded 4 artists and uploaded the
auditions onto my blog with a poll and linked this to many of my peers giving them a
means of voting who they believe had the better performance and would suit the main
artist role. As a result of this I was able to make an informed choice on who my artist
should be according to who got the highest vote count. Therefore I was able to choose
an artist that suited the role of the main artist in my music video rather than a person
who didnt fit the role at all taking the spot and disappointing the audience.
From audience feedback I have learnt not to include repetitive shot types as well as
add variety to pacing of the editing and finding a good balance of narrative and
performance. As a result of this audience feedback which I have gotten form posting
my music video onto my blog, I have made change to my music video accordingly
and as a result of this have created a music video which has no repetitive shot types,

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has editing varying in pacing, and has a solid balance of both narrative and
performance in order to create a well formed and thought out music video to the song
Determination by Dot Rotten.
In terms of various media and technology use I used them effectively and with
purpose in the construction of my music video, digipak and album advert as a whole. I
used the online blog creating tool known as blogger to create a blog where I could
post my work piece by piece as I progressed through the task. Blogger also gave me
opportunities to improve my work as others could look at my work and offer insight
and improvements to my work which I could then work on implementing into my
work to improve it. I also sued the video uploading and sharing site known as
YouTube in various ways throughout this task. I have used YouTube to upload drafts
of my music video to YouTube which could then be linked to my blog where others
could give me feedback on how to improve it as well as using YouTube to view other
music videos of similar genre to the song that had been chosen and view how music
videos of the same genre are constructed and gain ideas on what to implement into my
own music video. I also used YouTube to upload videos of behind the scene footage
of filming and preparations for our music video and I linked the videos to my blog as
to give evidence as sorts to how the music video was constructed onsite.
I have also used the software known as final cut pro in order to construct the actual
music video after filming all the scenes. The group and I used final cut pro quite
effectively in creating our music video making sure to make full use of the many
different features of final cut such as, transitions, lighting effects and speed
manipulation to name a few. By doing this we have created a music video that
represents the artist in the way we wanted him to be represented and also allows the
concept of the video to get across the audience. I used specific camera shots such as
various close up shots of my artist done in order to reinforce the grime genres
centralization on the artist of the music video. In grime music videos the main artist is
meant to be the focus of the audiences attention even before the actual lyrics. I have
also used certain effects such as the flash effect on the scenes of my music video
where my artist is repeating the chorus. This bright flash effect connotes the theme of
change and shows the positive and changed side of my artist that I wanted to convey
to my audience in a way that he is shining as bright as his future is now that he has
left his old way of life behind him.
Furthermore I used a HD video camera in order to film my music video in the highest
quality available my group took advantage of all the features the HD video camera
had to offer. These included the various add-ons and settings that alter light, viewing
space, visibility, light ratio and many other features. By doing this we made sure to
film our music video in the best quality available to us and one in which are audience
can enjoy. By doing all the things I have mentioned I believe my group ad myself
have constructed successfully a music video that meets all criterias of what music
video should be , we have kept to our concept but have also introduced new ideas and
have not been shy when taking feedback and implementing that into our music video.
I also used a variety of Photoshop tools in the construction of my album advert and
digipak. I used tools such as the magic wand tool and the eraser tool which is used to
delete and fine the white unedited areas of my font in order to give it a cleaner and
more professional design for my media. I also used the various editing tools such as
the transform tool which I used to edit fonts and images on my media in order to get

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the desired shape and position the way I wanted during the construction of my media.
I also used the paint brush tool as well as the varying colour pallet and brush density
settings in order to directly edit the images on my media to get the desired effect and
overall theme of my project to my audience clearly and effectively. Overall by doing
this we have successfully created a music video, digipak and album advert for the
song by Dot Rotten Determination.