Scarlett Divas

No Scrubs

MEDIA EVALUATION

Our music video is an example of an expected R&B girl band representation. It holds many similarities including

location and mise-en-scene; using a limousine and a bar as well as many costume changes.

1. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

It may be expected from an audience that a R&B girl band contain a dance routine especially to the chorus which is what we

have added in our music video. This dance routine also holds a relationship between the lyrics and visuals; “…best

friends ride, trying to holler at me”. These actions of the band should be

easily recognized by the audience and they are purposely done in order to

accentuate the lyric meaning. Furthermore, the lyric is of how the man

trying to get the attention of the girl would act so one could suggest how the

actions of the girls mock and ridicule the man; this could then suggest how

dominant the girls are being in the video which is the bands ideology. This

develops the idea of girl R&B bands being independent as Destiny’s Child

began this and now Scarlett Diva’s are making it more obvious in current music.

1. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

Even though most conventions are similar to other R&B videos there are two things that challenge the conventions; costume and the men. When researching, many girl bands

had flesh out looking sexy however we did not want this for our girl band. We wanted our band to be a good influence over the modern day audience by wearing fashionable but sophisticated outfits. As the rap part of the song seemed

more fierce and aggressive we decided that that girl band member have both men beside her showing she is control of

them both. We did not get the chance to have them half – naked which is what we wanted but it still show s the

dominance over men.

1. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

2. HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN PRODUCT AND

ANCILLARY TEXTS?

An audience would recognize the 4 main colours used throughout the video; red,

black, white and leopard. We wanted to use these four colours together because of how they stand out bold but also represent the

band. Red and leopard represent the confident and fierce side of the band and

white and black represent the sophistication of the band. It is very subtle

but with the red dresses the band wear diamond jewellery to show the glamorous side also. As you can see we have added it

on the poster and digipak to create a frame/border. It is classy and also makes the band members look very important.

Again with the italic and bold typography being contrasts it shows the band as

dominant as well as sophisticated also.

I believe the audience would recognize and like the image and ideology we have

created as it is unified. Furthermore, the fashion statement and accessories used are on trend which is what a modern day girl

band should be.

2. HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN PRODUCT AND

ANCILLARY TEXTS?

To get audience feedback we asked our peers who are 17/18 years old (within the demographics of our target audience) and predominately

females. We received excellent comments from them all including how they loved the multiple costume changes and where there are a lot of

shots of the girl band it is very conventional.

They also commented on how well it was all shot in particular the red dresses on the black background. Moreover, they liked the beginning static shots of how only a small body part was revealed of the band.

Before we showed this final piece, there were comments beforehand of how the chorus did not contain enough cuts to the rest of the video. Therefore we went back to editing and put in many more cuts in the

chorus. This definitely made it look much better especially being cut to the beat of the song. We received minor criticism on how it ended as it was not great enough. We took this on board and tried different shots

with the band ending with laughter, however we still preferred our last pose.

3. WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE FEEDBACK?

3. WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE FEEDBACK?

When we posted our video on Facebook we received positive responses and many “Likes”. In particular one person said that they loved the miming to the rap as the syncing was correct. We assumed because 16 people liked our video on Facebook, they liked the video as whole including the band itself and the concept. As we posted our video on YouTube also we noticed that 145 people viewed our video. Whether they liked it or not it may have appealed to them seeing a new girl band.

When researching and planning I used the internet to gather a lot of

information. I used Google to research and also Wikipedia to find

out statistics and information about music directors and bands.

Of course when researching I used YouTube a lot to analyze music

videos.

4. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND RESEARCH,

PLANNING AND EVALUATION STAGES?

To present my research I used Prezi and Slide Share to make it look much more

interesting and also be much more interactive to look at. I

also used Prezi to present planning ideas for our music

video.

In the construction of editing the music video and creating the Poster and Digipak, I used Photoshop and Final Cut Pro.

They’re both very good for using different effects and enhancements on the footage and photos we had.

4. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND RESEARCH,

PLANNING AND EVALUATION STAGES?

When filming our music video we downloaded the song from iTunes and used our phones when filming so the lip

syncing was correct. We also had to download it and import it on Final Cut Pro so we could edit against the right one. When downloading it we had to make sure we downloaded the song with the rap as that was the “No Scrubs” we were

filming.

4. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND RESEARCH,

PLANNING AND EVALUATION STAGES?