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E V A L U A T I O N

E V A L U A T I O N. I C O N 8 4 3 F T J O J O R D A N H E R E TO S T A Y. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?.

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E V A L U A T I O N

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  1. E V A L U A T I O N I C O N 8 4 3 F T J O J O R D A N H E R E TO S T A Y

  2. IN WHAT WAYSDOES YOUR MEDIAPRODUCT USE,DEVELOP OR CHALLENGEFORMS ANDCONVENTIONSOF REAL MEDIA PRODUCTS?

  3. IN A NUTSHELL I BELIEVE THAT OUR PRODUCTS DO CONFORM TO GENRE CONVENTIONS RATHER, THOUGH THERE ARE ELEMENTS OF THE PRODUCTS THAT DO CHALLENGE GENERIC IDEAS. BUT BEFORE WE CAN CONCLUDE ANYTHING, WE MUST FIRSTLY ASSESS THE GENRE OF MUSIC THAT OUR ARTIST AND HIS SONG FALL INTO. IT CAN BE AGREED THAT ICON 843 WOULD GENERALLY BE SEEN AS A UK HIP-HOP ARTIST, BUT AS AN ARTIST HIMSELF, HE CHALLENGES THIS SENTIMENT BY MAKING MUSIC THAT WOULD MORE LIKELY FALL INTO THE RNB CATEGORY. WITHOUT DOUBT THOUGH, ICON 843 WOULD MOST CERTAINLY BE CONSIDERED AN URBAN ARTIST, AS AN URBAN ARTIST, THERE ARE CERTAIN EXPECTATIONS OF HIM, THAT I THINK WE HAVE ADDRESSED WELL.

  4. THESE EXPECTATIONS USUALLY DICTATE THE ARTIST’S STYLE, BOTH IN TERMS OF CLOTHES FASHION, BUT ALSO THE MUSIC’S CONTENT. ICON 843’S CONTENT IS CERTAINLY A PART OF A NEW BRAND OF RAPPER. THESE RAPPERS HAVE GENERALLY ABANDONED THE FEATURES OF WHAT TYPICALLY WOULD MAKE THEM A HIP-HOP ARTIST. THEY CAN DISTANCE THEMSELVES FROM THE HYPE, AND ALLOW THEMSELVES TO CONNECT THEIR MORE FEMININE SIDES. THESE RAPPERS INCLUDE, DRAKE, J.COLE AND WALE. AGAIN, WHILE THEY MAY NOT EXCLUSIVELY MAKE THESE TYPES OF SONGS (HIP-HOP/RNB HYBRIDS), THEY HAVE DEMONSTRATED THAT IT IS A POPULAR VARIATION ON THE GENRE, AND ONE THAT PROMISES TO ONLY GROW IN POPULARITY.

  5. SO AS WE BEGIN TO CONSIDER WHETHER OR NOT OUR PRODUCTS DEFY GENRE CONVENTIONS, WE MUST ACCEPT THAT DUE TO THE NATURE OF THE ARTIST AND THE SONG, THE ACTUAL GENRE CAN BE DEBATED, NOT ONLY THAT, BUT ITS CONVENTIONS ARE NOT FULLY DEFINED. WE CAN ARGUE THAT IT TAKES THE KEY THEMES FROM RNB, WHILE RETAINING THE RUGGED ELEMENTS OF TRADITIONAL HIP-HOP.

  6. OUR MUSIC VIDEO WAS SHOT IN THREE LOCATIONS, A HOUSE, AN URBAN UNDERPASS AND AT CENTRAL LONDON. WITHIN THIS DYNAMIC, WE SHOT THE ARTIST WITHIN THE MORE URBAN ENVIRONMENT, IN AN ATTEMPT TO REPRESENT THEIR ROOTS. THE LOCATION WAS INTENDED TO SUBCONSCIOUSLY SIGNAL TO THE VIEWER THAT THAT WAS ICON 843’S NATURAL ENVIRONMENT. IT WAS OUR BELIEF THAT THIS CHOICE OF LOCATION SHOULD AID IN HELPING THE AUDIENCE IDENTIFY THAT HE IS INDEED AN URBAN ARTIST, CONFORMING TO THIS COMMON CONVENTION.

  7. OUR LONDON LOCATION WAS CHOSEN IN TANDEM WITH THE SCENES OF THE FEMALE LEAD BEING ALONE AND THE SCENES OF HER AND THE MALE LEAD TOGETHER, BOTH TO ROMANTICISE THE CAPITAL, BUT ALSO TO SHOW THAT IT CAN BE A LONELY PLACE. THIS CAN BE SEEN AS A DIRECT CONTRAST TO THE REPRESENTATIONS MADE ABOUT ICON 843, BUT IT IS THESE SAME CONTRASTS, OR BINARY OPPOSITIONS, THAT HELP TO REPRESENT THE GENRE’S STRUGGLE FOR AN IDENTITY.

  8. THE PERFORMANCES BY BOTH ICON 843 AND JO JORDAN CONTRAST HEAVILY WITH THE DEEPLY EMOTIONAL NARRATIVE, IN WHICH THE ACTORS PORTRAY ONE OF THE MANY DIFFICULTIES OF BEING IN A RELATIONSHIP. AS PROMOTED BY MANY RNB SONGS OF A SIMILAR NATURE, THE OUTCOME IS MOSTLY ALWAYS A POSITIVE ONE, IN WHICH THE MALE AND FEMALE LEADS FIND/REKINDLE THEIR LOVE. ONE WAY IN WHICH WE DEVELOPED THIS IDEA TO BOTH CONFORM AND CONTEST WAS TO DO A ROLE REVERSAL – IN THE VIDEO YOU WILL FIND THAT IT IS THE FEMALE WHO WALKS OUT ON THE MALE, WHILE HE STAYS AT HOME AND CRIES (A TYPICALLY FEMININE THING TO DO).

  9. BY THE SAME WAY, WE CAN JUDGE THAT THE CD COVER AND MAGAZINE ADVERTS DO WELL AT ALSO CHALLENGING CONVENTIONS. THEY ARE NOT TYPICAL REPRESENTATIONS OF A LOVE SONG. INSTEAD THEY BRING TO BARE THE MORE URBAN AND GRITTY NATURES OF THE ARTIST. THESE CHALLENGES TO EXPECTATIONS ARE ONES FULLY EMBRACED BY THOSE INDEPENDENT LABELS THAT OUR ARTIST BELIEVES HE IS MORE SUITED TO.

  10. THIS IS FURTHER REINFORCED BY THE LACK OF THE ARTISTS’ IMAGES ON EITHER OF THESE PRODUCTS – MAINSTREAM CONVENTIONS DETAIL THAT THERE SHOULD BE AN ARTIST PRESENT, IDEALLY MAKING EYE CONTACT. THIS BLATANT DISREGARD FOR CONVENTIONS CAN BE SEEN AS A FORM OF REBELLION, SIGNIFYING THAT THIS IS NOT A TYPICAL ARTIST WHO IS CONCERNED WITH FITTING IN. INSTEAD THE REPRESENTATION CREATED IS ONE OF ANTI-CONFORMITY AIMED AT OTHER GENERIC PRODUCTS.

  11. HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN PRODUCT AND ANCILLARY TEXTS?

  12. THERE IS A NOTICEABLE DIFFERENCE BETWEEN THE VIDEO AND THE ANCILLARY TASKS PRODUCED, ALTHOUGH, AS COVERED IN THE PREVIOUS SECTION, THIS WAS INTENDED. HOWEVER, WHILE THERE MIGHT BE CLEAR DIFFERENCE, THERE ARE ALSO SUBTLE SIMILARITIES WITHIN THE MORE INTRICATE DETAILS. WHILE THE TWO ANCILLARY TASKS WERE BASED OFF OF THE SAME DESIGN TO INCREASE THE LEVELS OF SYNERGY.

  13. AS DESCRIBED BEFORE, THE LOCATIONS FOR BOTH THE PHOTO AND THE WHERE WE SHOT THE ARTIST ARE THE LARGEST SIMILARITIES BETWEEN THE TWO PRODUCTS. THE URBAN ENVIRONMENTS IN BOTH HELP TO CREATE A SYNERGY BETWEEN THEM. ADDITIONALLY, THE USE OF BLACK AND WHITE IS DRAWN FROM THE FLASHBACK SCENES FROM WITHIN THE VIDEO. THIS LINK IS EFFECTIVE IN THAT WE CAN SEE THE REPRESENTATIONS CREATED BY THIS ANGLE THE THEME MORE TOWARDS REMINISCING AND REMEMBERING THE GOOD TIMES, THAN BEING IN THE PRESENT AND DEALING WITH CURRENT PROBLEMS I.E. THE ARGUMENT.

  14. IN TERMS OF CREATING A PACKAGE FOR PROMOTING THE ARTIST, I WOULD CONTEND THAT IT IS AN EFFECTIVE ONE. THE SUBTLE USE OF REOCCURRING THEMES AND BINARY OPPOSITIONS, IN BOTH THE VIDEO AND THE ANCILLARY PRODUCTS, AND THE CONTRASTS BETWEEN THOSE, GEAR THIS PACKAGE MORE TOWARDS THE ART-HOUSE/INDIE AUDIENCE, WHILE THE MUSIC ITSELF AND OTHER ELEMENTS OF THE MAIN PRODUCT AND THE ANCILLARY TASK IDENTIFY THE ARTIST AS UPHOLDING CERTAIN MAINSTREAM VALUES. • WE CAN SEE THAT THE PRODUCTS CREATED NEITHER TRULY CONFORM OR CHALLENGE MAINSTREAM CONVENTIONS, INSTEAD THEY URGE THE AUDIENCE TO THINK AND CREATE THEIR OWN OPINIONS.

  15. AGAIN, AS A PACKAGE FOR PROMOTION IT WOULD BE LIKELY THAT THE ARTIST MAY BE PICKED UP BY AN INDEPENDENT LABEL, OR INSTEAD BY A SUBSIDIARY LABEL - ONE THAT OPERATES AS AN INDIE LABEL FROM UNDER THE CONTROL OF A LARGER ONE. • WHEN CONSIDERING WHERE THIS MUSIC IS LIKELY TO BE SOLD, I BELIEVE ITUNES, AMAZON, DATPIFF AND OTHER DIGITAL DISTRIBUTION SITES WOULD LIKELY BE THE FIRST POINTS OF SALE. IF IT SOLD WELL, IT WOULD LIKELY GENERATE BUZZ ABOUT ICON 843’S ‘LOTION’ ALBUM. BECAUSE OF THIS HE MAY BE APPROACHED BY A LABEL FOR A DISTRIBUTION ONLY DEAL, TO HELP GET THE ALBUM INTO RETAIL OUTLETS, LIKE HMV. THE SUCCESS OF THAT ALBUM WOULD THEN LIKELY DETERMINE IF HE GETS SIGNED OR NOT.

  16. WHAT HAVE YOU LEARNT FROM YOUR AUDIENCE FEEDBACK?

  17. GAINING AUDIENCE FEEDBACK IS IMPORTANT FOR TWO MAIN REASONS: • THEY HELP YOU TO ESTABLISH WHETHER OR NOT YOUR PRODUCTS PROMOTE THE SAME MESSAGES AS THEY WERE INTENDED • THEY LET YOU KNOW IF YOUR TARGET AUDIENCE LIKE WHAT YOU HAVE PRODUCED, WHICH CAN INDICATE IF THEY WOULD CONSUME YOUR PRODUCTS OR NOT • BOTH OF THESE WILL THEN ALLOW FOR YOU TO MAKE APPROPRIATE ADJUSTMENTS.

  18. TO GAIN THE MAIN BULK OF OUR AUDIENCE FEEDBACK, OUR GROUP DECIDED TO CONDUCT A FOCUS GROUP. WE MANAGED TO GATHER A SAMPLE OF 10 YOUNG PEOPLE, AGED 14-19, OF MIXED GENDER. • FOR THIS FOCUS GROUP SESSION WE SHOWED THE PARTICIPANTS OUR MUSIC VIDEO, THEN AFTER WE EACH SHOWED THEM OUR DESIGNS FOR THE ANCILLARY TASK (CD COVER/DIGIPACK AND MAGAZINE ADVERT). WE THEN GAVE THEM A QUICK QUESTIONNAIRE TO FILL OUT ASKING THEM A FEW QUESTIONS ABOUT BOTH PRODUCTS.

  19. QUESTIONNAIRE: • DID YOU LIKE THE VIDEO? PLEASE COMMENT WHY. • WHAT ABOUT THE VIDEO STOOD OUT TO YOU? • WOULD YOU DOWNLOAD THE SONG AFTER SEEING THE VIDEO? • HOW COULD WE IMPROVE THE VIDEO? • DO YOU LIKE THE CD COVERS AND MAGAZINE ADVERT? PLEASE COMMENT WHY. • WOULD YOU WATCH THE VIDEO AFTER SEEING THE ADVERT IN A MAGAZINE?

  20. RESULTS: • TO QUESTION 1, 7/10 SAID THAT THEY DID LIKE THE VIDEO. THEIR REASONS INCLUDED: “THE STORYLINE WAS EASY TO FOLLOW AND MATCHED THE SONG WELL.” & “THE VIDEO NEVER GOT BORING BECAUSE IT ALWAYS CUT TO SOMETHING NEW.” – THOSE WHO DIDN’T LIKE IT GENERALLY COMMENTED ON THE FACT THAT THEY THOUGHT THE STORY WAS TOO GENERIC AND PREDICTABLE, AND THAT THE QUALITY OF THE RECORDING WAS POOR. • FOR QUESTION 2, MOST OF THE COMMENTS WERE MADE ABOUT THE USE OF THE LONDON LOCATION AND HOW “LONDON BRIDGE AT NIGHT MATCHED THE THEME OF A SLOW RNB SONG.”

  21. TO QUESTION 3, 4/10 SAID THAT THEY WOULD DOWNLOAD THE SONG, AFTER SEEING THE VIDEO. – THIS INCLINES ME TO BELIEVE THAT WHILE 7 PEOPLE LIKED THE VIDEO, THE ACTUAL SONG WAS NOT TO THEIR LIKING. • TO QUESTION 4, COMMENTS WERE MADE ABOUT THE QUALITY OF THE RECORDING. THEY ALSO BELIEVED THAT THE ACTING COULD HAVE BEEN BETTER, ESPECIALLY FROM THE MALE LEAD. 6/10 SUGGESTED THAT WE LOOK FOR A NEW MALE LEAD, WHILE 4 OUT OF THOSE 6 SUGGESTED THAT WE USE EITHER ICON 843 OR JO JORDAN AS THE MALE LEAD.

  22. TO QUESTION 5, 9/10 SAID THAT THEY LIKED MY DESIGNS, AND MAINLY COMMENTED ON THE FACT THAT THEY LOOKED PROFESSIONALLY DONE WELL DESIGNED AND INTERESTING. THE 1 PARTICIPANT THAT DID NOT LIKE IT SAID “WHILE THEY LOOK NICE, I DON’T UNDERSTAND THE CONNECTION BETWEEN THEM AND THE VIDEO.” • TO THE FINAL QUESTION, 10/10 SAID THAT “YES” THEY WOULD WATCH THE VIDEO AFTER SEEING THE ADVERT IN A MAGAZINE. – THIS LEADS ME TO BELIEVE THAT AS A PROMOTIONAL TOOL, MY MAGAZINE ADVERT IS 100% EFFECTIVE AT GATHERING AN AUDIENCE, THEN FROM THAT AUDIENCE 70% WOULD LIKE THE VIDEO AND 40% WOULD THEN DOWNLOAD THE SONG.

  23. THIS FEEDBACK HAS LET ME ESTABLISH THAT GENERALLY OUR TARGET DEMOGRAPHIC DO ACTUALLY LIKE THE VIDEO, AND THAT AS A PACKAGE, MY WORK WAS QUITE EFFECTIVE. THEIR COMMENTS WERE VALID AND INTERESTING, AND WOULD DEFINITELY INCLINE OUR GROUP TO MAKE ADJUSTMENTS TO THE VIDEO, AND MAYBE UNDERGO A RETAKE, POSSIBLY CASTING ICON 843 AS THE MALE LEAD.

  24. ADDITIONAL FEEDBACK WAS GAINED FROM YOUTUBE, WHERE THE VIDEO HAS RECEIVED 75% LIKES, 5% MORE THAN THAT OF THE FOCUS GROUP. • ON TOP OF THIS, I ASKED FAMILY AND FRIENDS WHAT THEY THOUGHT OF BOTH THE MAIN PRODUCT AND THE ANCILLARY PRODUCTS. THEY GENERALLY SAID THAT THE VIDEO WAS FAIRLY AVERAGE, BUT SAID THAT THEY BELIEVED THE ANCILLARY PRODUCTS WERE OF A MUCH HIGHER QUALITY. I ALSO ASKED THEM WHETHER THEY COULD MAKE THE LINK BETWEEN THE ANCILLARY PRODUCT AND THE VIDEO, AND THEY ALL MANAGED TO PICK UP ON THE LINK TO THE FLASHBACKS AND THE USE OF BLACK AND WHITE IN THE VIDEO AND THE DESIGNS. THE DEMOGRAPHIC FOR THIS WAS AGED BETWEEN 18 AND 50+, OF MIXED GENDER.

  25. HOW DID YOU • USE NEW MEDIA TECHNOLOGIES • IN CONSTRUCTION • AND RESEARCH, PLANNING AND EVALUATION?

  26. PLANNING AND RESEARCH: • DURING THE RESEARCH THE MAIN TECHNOLOGICAL RESOURCE USED WAS THE INTERNET. THE INTERNET ALLOWED ME TO GATHER INFORMATION ON ALL ASPECTS OF MY RESEARCH, THIS INCLUDING USING SOCIAL MEDIA WEBSITES LIKE YOUTUBE AND FACEBOOK, AS WELL AS MUSIC ORIENTED ONES LIKE SOUNDCLOUD, MYSPACE AND UNSIGNED.COM, WHERE WE FOUND OUR FIRST ARTIST FROM. FROM THE INTERNET I WAS ABLE TO ACCESS THE STANMORE COLLEGE STUDENT PORTAL, TO USE THE RESOURCES TO AID ME IN CONSTRUCTING MY PRODUCTS AND BLOG.

  27. YOUTUBE – ALL OF THE MUSIC VIDEOS THAT I USED DURING MY ANALYSIS WERE ALL FROM YOUTUBE. AS A RESOURCE

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