Nicole Eldridge Media Studies

Alevel Media Studies Portfolio

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Author: nicoleeldridge (page 1 of 9)

Mission Statement

Who is your audience?

How do you want the audience to engage with star/ album?

Who are the competition?

  • Kali Uchis
  • Jorja Smith
  • Ella Mai
  • Doja Cat
  • Kiana Ledé
  • Ravyn Lenae
  • Ari Lennox
  • Mahalia

USP (unique selling point)

Mission Statement

Digipak Conventions Analysis

Below you can see a Jorja Smith digipak, that I have analysed to gain insight on what typical conventions, Contemporary R&B digipaks have.

From my analysis, I now have a clearer understanding of what is conventional for aContemporary R&B digipak. I know that adding these conventional features when designing the digipak, I will be able to create predicted pleasure and avoid the audience rejecting the text. This again will allow me to encode my media to make it easier for the audience to decode. I should be able to create appropriate media for my audience now I know what mise-en-scene, colours, font and overall design to include in order to create an appropriate digipak.

Draft 5

Here is my fifth, and final draft. I have acted on the constructive criticism from my peers and teachers to improve the video further.

Improvements I have made…

  • Added in footsteps to the start of my video and the chimes of the start of the music.
  • Added a song and artist title to the start to establish the star and star image.
  • Included more narrative footage from external shoot to create more variety of shots.
  • Added a VHS style filter to create vintage tone to the footage- commonly seen in Contemporary R&B media. I learnt how to do this using a tutorial I found on YouTube. (linked below)
  • Labeled my layers of edit with colour coding to make applying filters, with an adjustment layer, easier.
  • Slowed speed down/ reversed certain clips that would look more dramatic with these effects.
  • Adding filters to my footage to suit each scene. For the lips footage I created a “dreamy, instagram” filter that blurred slightly and made everything look softer. (tutorial linked below) Then for my bathroom scene I adjusted vibrance and saturation to make the white whiter and the skin slighter more vibrant colour.
  • I also, lastly cut out previous lip-syncing mistakes and footage with awkward movements.


Above you can see the footsteps I added individually onto each step. I slowed down the audio and added a volume effect to make it sound quieter. I matched each clip to the step by using markers.

Above you can see my coloured labels to indicate to me when I am editing, which clips need which adjustment layer.

Above you can see the before (left) and after (right) of the filters added. I think it has added a subtle difference that overall makes the video blend together better and look more polished.

Above you can see the tutorial for the VHS filter I added to my external footage.

Above you can see the second tutorial on how to create a “dreamy, instagram” style filter.

I am really happy with my finished product and feel that it has improved a lot since my last draft. I found that the previous draft was repetitive and looked unprofessional because all the footage was raw and unpolished.



Audience Ideologies

In order to gain a clear understanding of my target audience it was important to research audiences of similar artists. Using this information, I now know the profile of my audience and who would consume my star and her media.

I can clearly see the typical demographics and psychographics, making it easier to adjust the product to their wants/needs. With this knowledge I can create predicted pleasure and avoid my audience rejecting the text. This should make it easier for the audience to decode my encoding.

I also analysed Blumler & Katz theory of uses and gratifications. This has reminded me why people consume media and shown me that I need the media to inform, entertain, create social interaction or confirm their personal identity in order for them to consume the media.

Music Video Draft 4

Here is our fourth draft. This draft contains changes made from peer and teacher feedback, although we still feel that some adjustments need to be made.

Improvements we have made…

  • Trimming clips that are too long.
  • Adding in more narrative footage to create more variety.
  • We have experimented with adding noise. The narrative footage now has 50% noise. This is similar to the VHS style filter we aim to add however we have not yet finalised which one we want to use.

We aim to at least add the VHS filter in the next draft, however I still would like the idea of adding text to the start and end. There is also some footage that I would still like to add, however I will have to discuss with my group about adding them.


More peer feedback gave us lots of positive comments on the overall video. However like mentioned above, there are still improvements I feel need to be made to make it even better.

Below is some more feedback from my teacher that I have also taken into consideration. I will definitely act on these comments and make the relevant changes.

Production Skills Evaluation 2

As production has progressed, I have learnt more skills due to acting on feedback. Since my last production skills post, my range of skills on PremierePro has increased. Such as how to…

  • Nest Clips– Using nested clips meant that we could apply any modifications such as warp stabiliser to remove any shakiness on the footage.
  • Use Video Only– Using the video and audio buttons, I could remove the audio or video so only one would play. This made it easier to match up my footage with the audio of the song
  • Use Keyboard Shortcuts– “Command, Shift, 4” is a quick way of taking screenshots on my laptop, it means it is easier for me to insert images to my blog as proof of progress. On PremierePro, using Alt, scroll, is also a good shortcut to expand the timeline quickly.

Here is a screenshot from PremierePro showing a nested clip we have used the warp stabiliser tool on.

In this screenshot from PremierePro you can see the audio only and video only buttons.

Specsavers Creative Team Feedback

It is important to listen to a range of different feedback in order to create high quality media. We were given the privilege to have Lenny, a Specsavers Creative Team member, visit us at school and review our video. Lenny answered our questions on how to undertake editing techniques as well as our creative vision for our narrative and performance shoots. He also talked us through how to most efficiently use Premiere Pro. In particular, he encouraged us to use ‘Bins’ on PremierePro. Bins can organise footage so it is easier to locate clips from different shooting days and scenes. He also talked through shortcuts on PremierePro to minimise time looking for different features on PremierePro. Lastly he showed us how using adjustment layers would benefit us. Adjustment layers make it easier to match the audio up will all the different shoots. They also make it easier to cut between shots because you can watch different variations and see what fits best by blocking and unblocking layers from being shown.


Below you can see a tutorial on how to use adjustment layers.

Music Video Draft 3

Here is draft 3 of our music video. Changes we have made from draft 2 are…

  • We have centralised the shots of the lips.
  • We have included more narrative clips into our edit. There is a clear contrast between the red and black dresses in the narrative and performance shoots.
  • We removed/ trimmed footage we felt was too long.
  • We made the start silent to set the scene before the music begins. We thought this would be more dramatic and emphasise the star image.

After publishing this draft to YouTube, we received peer feedback in the comments.

These comments reveal that we should make the following improvements…

  • Add text at start and end to make the music video look conventional.
  • Add filters to narrative shoot to create clarity between performance and narrative.
  • Fix shaky zoom at beginning.
  • Trim and reposition clips to create more variety.

Feedback From Teacher

Click above to see the screen castify.

After listening to this feedback from my teacher, I know what needs to be changed to improve my video.

Here are a few of the improvements mentioned, summarised:

  • Remove jerky zoom at the start.
  • Add audio from original video/ white noise/ chimes of notes to start of the video. This will create a smoother transition into the music.
  • Have first shot of face to establish star image and introduce star.
  • Show footage from all scenes in first 20 seconds. This again establishes the star image.
  • Add filters onto external footage of the sea scenes.
  • Add some push-ins to create more energy.
  • Add more editing variety and difference to shots perhaps with filters or editing techniques.
  • We  have added too many mid shots, we should include more close ups from the external shoot in particular because we have more good footage that hasn’t been used.
  • We should add more of the star shots into the edit.
  • Pace up the ending to maintain engagement.
  • Trim ending of song because there is a lot of time at the ending where it is audio without any visuals.

I value my teachers feedback a lot and agree with all of the improvements she has mentioned we could make. I feel that if we adjust the current edit and include these improvements then we should have a more engaging video that matches our genre better.



Music Video Draft 2 Includes Narrative

Here is Draft 2 of the music video, it now includes narrative footage too.

Overall, I feel as if we have excelled on creating appropriate mise-en-scene to match the genre and song. We carefully planned and thought out how we could convey the moody yet glamorous star image that is usually seen in the industry. I would say the strongest component of the video is our well-constructed costume and props. We also blended the narrative in with the  performance clips well and made sure that the footage complimented each other. The clips were edited well onto the beat when we cut between clips which made the video more entertaining to watch.

Although the video looks good, there are some improvements that could be made to make the video even better, such as…

  • Variety of Shots– I do not like that the clips of the lips are so repetitive. I think adjustments need to be made in order to maintain the audiences attention and make them feel as if they’re learning a story as the video goes on.
  • Storyline- The story line we wanted to portray is perhaps not that obvious or easy to understand by an audience that don’t know the plot. When creating our next draft we will try to emphasise the storyline more and make it easier to understand.
  • Filters and Colour Correction- Although we did do some editing to the colour, the footage still looks quite raw and unfiltered. This is commonly seen in contemporary R&B music, however is usually paired with colourful clips as well. To fix this we can add some filters to make the video more engaging and vibrant, this will also match the tone of the song and genre better.


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