Music Video Evaluation.

Critical Evaluation
STARTER HINTS TO GET YOU GOING
These hints are based on the Music Video project but they can be adapted to fit all Advanced Production projects.As usual there is no simple or correct way to tackle the Critical Evaluation.

Introduction.
As far as we know there are NO MARKS for this section, but treat it seriously anyway as an integral part of the essay. It appears to be a fussy administrative preamble. DO IT LAST. Everyone on Music videos is doing something quite different from Yr 12 Magazines. Don't get hung up on this section.

Explain difference in simple terms /technology .

Stress its origins as a marketing tool with an argument about the importance of the song and the star.

Part One

Brief, planning and technical decisions. Why this song? Why this setting (mise-en-scene)? Why this style? Why these camera movements? Why this lighting? Why these edits? Why narrative or no narrative. Revisions. Why was complete revision necessary in some cases. Go back to this in Part Three if necessary.

Part Two


Form and Content affect meaning. Forms and conventions. History. How video relates to the history of the music video.
Why is the three minute song the standard fare of the music industry? What is the relationship between the song and the video?
What meaning does the video add to the song?
What meaning does the star bring to the song?
What is the meaning and importance of singing 'stars'?

Discuss ANCHORAGE - where the audience derives the PREFERRED READING from. Any issues of GENRE. INTEGRATE BASIC SEMIOTIC THEORY HERE. MENTION CODES HERE.

Part Three

Media institutions and audiences and audience feedback.
What is the INSTITUTION doing?
Why do they produce pop videos?
Why do audiences like them?
How do audiences use them?

Remember I have also added some examples and a more detailed breakdown in the 'video Killed the radio star' booklet. Good Luck