Music Video:
1. Clear focused research, detailed planning, attention to detail and a strong, sustained central concept based solidly on the requirements and details of the brief, as reflected in focused, unambiguous Statements of Intent
2. Make sure there is an excellent level of convergence and synergy across both products
3. Follow conventions and create messages through by example the costumes
4. There had to be a clear sense of branding across the two elements of the cross-media production
5. The best work emphasised the performance aspect, filming the artist performing the track a number of times in different locations with different mise-en-scene and utilising a variety of camera shots and movement
6. Make sure editing matches the pace of the track
7. Show clearly how two social groups are represented
8. Don't use simplistic narratives, consider the content/mood/tone of the track
9. Videos of actors holding hands walking away from the camera should be avoided
10. Vertical mobile footage should be avoided at all costs
Online Products:
1. Go beyond the brief, in terms of the amount of material included, in visuals and copy
2. Best sites exhibited effective, bespoke photography and copy, often capturing a tone appropriate to the needs of the intended audience, with a degree of sophistication being clear (as well as a wide range of representations)
3. Original backgrounds and layout elements that showed a degree of creativity
4. Consistent Branding
5. Build the website around the artist, not the song
6. Links between the two products needed to be stronger than just placing the product on the website and listing social media in order
7. Examples of tweets, or Instagram posts, a newsletter, examples of merchandise for the brand, or discussion of other products available to buy such as tracks, tour books, subscriptions
8. Even pages with visible menu bar
9. Relevant media industry context in this case, Universal Music Group
10. Produce own contents
Digital Convergence:
1. Mention the website
2. Link it directly to other products
3. Logo on website must match those on other products
4. Use the same actors/models in both products
5. Mention the features of for example to website in the other product
6. Coherent branding and synergy effectively engaging and giving sustained and insightful meaning for the audience across both products
7. Use of imagery/ logo/ models/ colours/ themes across products clearly demonstrated that the overall branding had been considered
8. Use of cross-media links
9. Consideration of how to interact with the target audience
10. Develop further than shared fonts and colour schemes
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