UALab Media Diploma - Summative Evaluation

• The effectiveness of your research (Contextual, audience and production)
• How your product compares to your case studies
• How your technical skills have developed
• Audience responses to you final product (this might include illustrated data)
• How your product will be distributed and consumed
• Your ‘next steps’ as a media producer (what do you want to learn or improve on next year)

This is my final evaluation for my final project, within my contextual research i used primary and secondary research. I used secondary research to research the history of music videos and i discussed on how much music videos has changed over a period of time and how i can use this research to create my final project, the history of music videos helped me to create my final music video because it shows me how music videos were taken back in the 80s/90s and early 2000s, this meant that i had the chance to analyse old music videos and pick out the pros and cons of them, this has a effect on me because it helped me within pre-production, production and post-production. During pre-production i was a able to start of with writing down what was wrong with old music videos and what was good and how i can use some of the techniques during production, during my production work i was able to follow my plan within pre-production to create my music video, moreover during post-production i was also able to use my analysis on previous music videos and use it to edit with a good effect on the audience. Moreover i also used primary research to help develop an idea for my final project, my primary source was a book called 'Understanding popular music'. While researching i found some useful information about music, and music videos in general also many other sub genres. (Some sub genres are Music on the silver screen, The small screen, and music videos) from my primary research i found out that during the the early 90s music was a very popular topic and how it was developing into a massive thing when years go by, during my research i concluded by saying i wanted to take all of my research and use it for my final project, what i wanted to take was that I could change the fact that my music video is not going to star the actual artist from the original music video, I want to do this because people in the 90s are used to expecting the artist to perform and sing, however I want to work around my research and change it and make my music video unique. This research helped me because it made me have a firm idea on what song i was going to do, this also meant that i didn't use a song that was created by someone i know because that would have meant they would have to feature in their own song and thats something i didn't want to do, for this reason i chose the song 'Rihanna' by Yxng Bane. 

Moving onto my Audience research, i chose my target audience to be working class people aged 13-26 that are into hip-hop and r&b music however that wasn't my primary audience, my primary audience was young teenagers that like to listen to hiphop,