In what way does my media product use, develop or challenge forms and conventions of real media products?




How Effective is the combinatin of my main project and ancillary texts.




Evaluation

How effective is the combination of your main product and ancillary texts? How did you use media technologies in the construction and research, planning and evaluation stages?

From the start of the project i knew it was going to be important to designate time and planning to each phase of my project. The order i did things and the way in which i went about doing the particular aspects of my project were important elements which i would try to intertextualize between each form of production.
The first thing i did was create the CD case as this would allow me formulate a style which i could incorperate into all the different areas of my project. The plan for the CD went as follows:

• Create plan sheets and rough ideas for a layout of the case and give myself an idea of the photos i would be looking for.
• Go to a suitable place and get the images
• Acquire a computer with photoshop which allowed me to enhance and create more visualy strong images.
• Insert all the codes and conventions typical of a CD for example the Title placement, song titles and bar codes etc.
• Ask for audience feedback
• Make changes depending on the feedback recieved.

The poster would then follow similar trials and photos would be acquired suitable for a magazine advert. From here i would be able to put together an advert which uses the same sort of fonts and imagery to create a sense of continuity between the different projects. The main differences being that the magazine ad needed to portray a different message. I needed to have a stronger title which would attract a readers attention aswell as other titles which said things such as; Out on Vinyl and CD aswell as the record label.

The final area i planned was the Music Video. This needed extra planning and i ended up using multiple storyboards to try and create a reel in my head which allowed me to go out and get the shots which i needed. I would then upon completion of filming use iMovie to use certain areas of filming such as fades, match on actions, wash outs as well as effects which would help emphasize a feeling of time passing. This put together helped tell a story and ultimately give me a successful product. The equipment and time use for the music video went as follows:

• Get a camera and tripod to ensure better shots
• Create a storyboard which gave a basic idea of how i wanted the music video to pan out.
• Go to a suitable scene to film the shots
• Dress the characters and use instruments which are suitable for the type of music, in my case an acoustic style.
• Edit the shots into a final cut which is visualy apealing and works well.

To conclude the video and from the feedback i recieved i am happy with the result. The biggest issue with the music video was creating a production which used all the codes and conventions you would find in my ancillery texts to create that interlink between the two, however with the beach shots and the use of the acoustic guitar i think i portrayed an acoustic song into a short story and music video with great success.

Evaluation

In what ways does your media product use, develop or challenge forms and conventions of real media products?

The conventions in which my project has followed are very similar to those which you would find in the media industry. The images and techniques i have used in certain areas would be the same as those you would find in magazine adverts and CD cases. The codes in which i have followed all incorperate the key features you would find on a CD. There ore aspects and thechniques which are all importan when it comes to creating successful media proucts. For example the application of bold headings as well as smaller things such as the bar code must all be strategeicaly placed to create an effective finished look. The application of the record label through all the acillery texts is also a good way for a company to promote themselves.

My media product has slightly challenged standard rules which you would associate with CD covers in that i have tryed to make full use of photoshops capabilities to help emphasize the CD title, 'Super Human'. The superimposed skull under the face and the outer glow and neon i have used create a consistancy between the projects. This is unlike the products i researched where the standard layout is usualy a photo which may have been made black and white or brightness and contrast edits; occasionaly the magazine adverts will have a compeuterized piece of art as the background image. My magazine advert and CD case is one of a few media texts which has edited certain ares of a particular photo. However the end result looks effective and i am happy with the result.

What have you learned from your audience feedback?

The main project compared to the ancillery texts is slightly different in terms of the main ideas i have tried to incorporate, as video and photo shop based media is mostly different, however i have found that i was able to incorperate scenes and put effects onto the editting areas of my video which helped create links to the whole theme i was going for. The beach stereotype which comes with Jack Johnsons music was easily adapted to both the music video and the imagery. I am happy with the subtle interlinking between the music video's and the poster and cd case. And the (Jack Johnson 'super human') logo i was able to create helped further that intertextuality i was aiming for.

The audience feedback was another key part of the creation of my project and this definitely helped me alter and better the look of certain bits of my project. The opinions of certain people helps bring an abstract view of your work and so they can therefore give you little ideas and point out weaker areas of the different aspects of my project. This was hugely helpful and i would go back and alter or even completely change areas of my project in order to improve it.

Evaluation

What have you learned from your audience feedback?

The Magazine Advert Finished.

The main feedback from the project is that it was nicely set out with a strong image. The good points were that it was neatly placed and had a very sleak and slender look. However the problems that came back were that in some places it wasn't in your face enough which is a key point to any advert. I therefore felt it was neccesary to increase text size and keep a font which intertextualized with the CD cover. The image of the CD cover which was previously in the bottom left hand corner was also said by more than one critic that it was too small. So i increased the size of that and made the writing next to it a more clear light blue colour so it was more visible over the darker background. i then applyed a drop shadow to the texts and this give it en enhanced finish.

The CD Case Finished


The feedback for my CD cover was positive. Out of 20 people asked 120 said it was visually appealingand the only changes which were recomended were making the text in the top right slightly bigger, I did this minor alteration and am pleased with the finish.

The Back Cover Finished.



Again out of the 20 people asked, they all replyed it was neatly set out and intertextualized nicely with the front cover. They said the colours and crossed line link the front and back nicely. and the effect used on the surfer on the back was similar to that of the front.
The points i have taken away and changed however are the style of title. Where as before the title was simple 'Jack Johnson' i spent some time developing a title which envelopes the CD name and so the J and the N at the beginning and end of the title help to frame the title 'superhuman' and generally give the title a more fulfilled look which is not only visualy appealing but it also gives me a basis which i could use on the fron and in the magazine advert to help give the cd cover a better feeling of continuity.

The Inside Covers Finished.



The feedback for the inside was good however a few of the people when asked about the overall look said that it looked like it was maybe too plain or missing something. I agreed with the comments and thought more text was needed not only to fill out the page a bit more but also to give the CD a little extra something which is nice for a customer when they buy a product like this. So I went for adding the lyrics of one of the songs which is in the album, i tryed to wrap it around the image of the surfer as best i could as he is a focal point and i didn't want to obstruct the image as much as possible. I am pleased with the result and dont htink i have over done it.

The Plan of the Magazine Advert

Below is a spider diagram and sketch for potential ideas i am going to try to incorperate into my magazine advert.

The Plan (CD CASE)

The Inside Plan of my CD Case:



Here are video blogs of the rough ideas behind what i want for the different aspects of my CD cover.

The plan of the music Video

Below is a video plan of the basic types of shot i would like in my music video. It is hard to make exact edits and shots which i will include as drawing them up on paper and putting them together so that it work well with the particular song are two different things; however i feel i have made a good plan of a music video and rough story which will give my music video a successful finish.

Unfortunately the thechnology couldn't handle the size of this particular file, i therefore had to record it with a tripod and camera to make it of a suitable file size which blogger could upload in reasonable time.

The Plan For My Projects

The Basic Plan

I am going to be creating a magazine advert and music video as well as the front, back and inside pages of a CD. For these to look like a success it is going to rquire a rough plan. This will allow me to create a basis i can refer to in which i can create photos which look roughly like the plan and ultimately give the overall look of each cover and advert some kind of structure.

I will use video blogs and photocopies of each idea i think of. As well as the sketch ups i will talk about the codes and coonventions i am copying from existing CD's and magazine adverts.

The Creation of my magazine ad.

The first stage for me was to create a basis. I wanted to go for a more subtle chilled out magazine advert as this is more representative of the style of music the artist i have chosen produces. I went fora typical surf scene; a surfer ont he beach looking at the waves. This is very representative of Jack Johnson and his music as he creates songs which are often referred to summer days at the beach. As well as this Jack Johnson is a recognized surfer nad so upon seeing this type of image in a magazine most surfers will stop to read more into the advert.

The first step was to crop out the picture to a suitable magazine page size. From here I used the brightness and contrast tools to enhance the image. Unfortunately it went ovr cast for the photoshoot however i was able to increase the brightness to make the iage look more powerful on the page.

The first stage was to alter the page. Due to the fact that the album is called 'superhuman' i wanted to insert an effect onto the person involved. So from here i magnetic lassoo'd the edge of the eprson and used an outer glow. This enhanced the look of the surfer involved and gave the picture that little something else neccesary to make it stand out.

The next stage was to insert the text. I liked the way the photo was set out as from the horizon line up there was a nice clear sky to create the text. I thought the most important thing to be read was the Artists name as he is a world renowned musical artist and the intertextuality with the surfer would imidiately bring back summer memories of going to the beach. So i placed 'Jack Johnson' in big neat writing in the center of the sky. This keeps a neat porfessional look to the image. From here i needed to insert other text which is roughly the basis of what the advert is about. I in smaller writing put 'The Much Anticipated New Album', and then again Below the main title i placed the albums name within apostraphes. I like the cetralised look of the text and the way the sky borders the text as it sets a neat looking top third of the page.

Finishing Touches.
The final step was to finish it off. So i thought it was important to insert a small image of what the new album looks like in the bottom left hand corner as well as applying the text of the record label 'Bushfire Records' and above that, 'Out Now on DVD & Vinyl'. This follows the codes and conventions of most CD adverts.

And finaly i added some effects on the text. An outer glow on the smaller text in the bottom left hand corner as well as a drop shadow on the 'Jack Johnson' this makes his name stand out of the page a bit more and finishes the page off nicely.

Research into Existing similar Media Texts (Magazine adverts)
Above is an advert from the band 'Lightning Seeds' and their new album 'Four winds'. The image used is fairly simple and the white bottom third of the page gives the page a nice soft look.

• The text is put into different quarters of the page with the bottom left side of the page being left blank.
• The style of the writing is neat and gives a neat subtle look to the advert which is what i think the magazine is going for.
• It is more unique as many other adverts make use of a central writing scheme where as this one places writing in alternate corners of the advert (bottom left corner exclusive)

Above is the magazine advert for the CD 'Sounds fo the Universe' by Depeche Mode. The central image is fairly basic and unimaginative. I think it is important that a CD uses a strong image as the basis of a magazine advert in order for it to be effective and nice to look at. It has however followed some of the standard codes and conventions such as;

• Centralised writing neatly placed.


• The use of colours is maybe over used in some instances however on the whole text is clear and readable.


• I like the use of shapes and angles involved as it is slightly unusual but gives a strong finish to certain areas of the adverts.

Here is the magazine advert for the artist Bob Dylan. Unlike other adverts it is much more in your face. The bigger bolder writing above the white background is very clear. Texts her inclide;

• The artists name in Clear



• A banner with the CD name on it.



• The focal image is relative to the name of the CD, a couple in bed 'together through life'



• Below this is clear big red writing saying the date of release



• The less important info is then put below in such a way that it squares of the page nicely. I liek the way the words about 'available on CD and Deuxe CD addition have been split up with forward slashes.
  

' Music for the People'

The first thing i notice about this particular advert is that it is fairly simple. Text is fairly centered and the white writing is placed on top of the balck background. Text includes;

• The fact it is a new album




• The title




• A powerful central image which is a focal point to the advert




• Types of CD e.g DVD and special additions




• Text stating it is out now or perhaps when it is out.

The inside pages.

For the inside i didn't want anything particularly busy. The style of Jack Johnsons music and the 'beach scene' which is portrayed by a lot of his music meant that i wanted to incorperate this style onto the inside. So i gathered a photo of a typical scene of the paddle out for a surf with your friends something that every surfer can relate to. From genereating this image i then cropped in such a way as to create a horizen that wasnt directly in the centre. Because of the fact that the clouds came over for this particular session i wanted to enhance the image to give it a much mroe warmer feel. So i changed the brightness as much as i could get away with in order to give the photo that warmer feel.

After cropping it to the correct size I then had to creat a divide. This was done simply by placing two lines down the middle. I then placed the (BUSHFIRE RECORDS CO.) symbol down the center in order to give a continuity of the record label which is a common code and convention a business would use in order to repeat the business name so that it increases is poularity. I also softened this text with the opacity bar aswell as the picture to give the cover a mroe fresh look.

Finished:

I Then felt i needed to bring in some more shapes and text in order to give the Final Piece a more solid look. I started of by placing the name of the artist 'Jack Johnson' in the top left hand corner in neat black writing and then underneath a quick blurb which is a bit about the particular artist and what he and his music is about. This fit in nicely with the image behind sitting perfectly ont he horizen line and finishing off the left hand side of the page with a profesional look.

To ultimately finish the inside page i started to mess around with shapes and used grey circles made translucent in order to create the base and background which is obvioucly where the CD would sit. I then started using diagonal bars put in at angles. This again braught in new angles to the imagery and gives the finished image a nicelook.

My Front of my CD cover.

I sttarted of with taking a photo of the imagineary Artist. This image would bee the fundemental image for the front. My idea was to create an effect in which it would appear that the skull of the person is coming through. The title of the CD is 'Super Human' and i thought this slightly wierd style of front cover would be fitting and ultimately give a good finish to the product.

From taking the image i then went around cropping the image with the magnetic lassoo tool. This allowed me to take the image onto a background colour which i was happy with and then apply effects on to the person in order to enhance the image and give a better look to the CD cover.

Upon Placing the image over the background i could now enhance the image. I used the brightness and contrast tool to firstly give the image more of a glow and thus have a mroe powerful look on the page.

After this i wasnt too pleased with the standard look and with the CD being called super human i was looking for a style which would be more relevant to the title. I found this neon glow which gave a unique look to the hair and jacket and the headphones which i used to create a feeling of intertextuality between the ideas of music and the imagery of the CD itself.

The second stage for the front cover was to bring in the skull effect. I then found myself a skull and was able to minipulate it so that i could match the head shape and angle with that of the existing from cover. From here i would upload the photo and put it onto the CD voer file.

From here i started on the effects of the skull. Again i used brightness and contrast in order to create a mroe enhanced image which would be clearer from behind the 'artists' face. I then aligned the skull with the image and dragged the layer so that the skull was below the image of the person. The last step was to use the opacity bar. This allowed me to make images more transluce. I made the skull and the head slightly transluce so that they merged to create one image and then made final alignements. This ultimately gave the look of an X-ray and made the person on the front look slightly 'super human' as the CD title suggests.

The Finished Piece.

To finalise i wanted to create a background which was fresh. I went to the beach on a day where the waves were good to help re inforce the 'surfer image' that Jack Johnsons music is renowned for. I then created a blue checkedered background effect through use of translucant blue shaded strips. This gives the background that extra something in order to give it a more filled out finish. It also leads in nicely to the title which has been placed neatly in the top right hand corner in such a way that I made the J and th N (in Jack Johnson) engulf the CD title 'superhuman' this fits nicely onto the background and just below this you can see the image of the wave which i photo enhanced in order to amplify the whites and further the fresh look i was going for.

The Back Cover

Due to the strong link between Jack Johnson's music and his background in surfing i went to the beach to take get some unique photos. I wanted an image which portrayed a bit of skill which could be photo shoped with an outer glow and neon effect as this would further boost the impact of the image on the case.



The first phase was to crop the image of the surfer and copy it over the background of the wave. From here i changed the colours of the surfer to make him stand out and to match the front cover of the CD. I then enhanced the background making it brighter and placed a subtle drop shadow on the surfer to bring him out the page a bit more. Then in order to keep a consistancy with the magazine advert i am going to create i places an outer glow on the person.



The next stage was to incorperate the text into the CD case. I kept the same style font as on the fron however this time i made it bigger. This gives it more of an imapact on the page. Below JACK JOHNSON i wrote the CD title and then again to repeat the companies name i placed the 'BUSFIRE RECORDS CO.' in the bottom left hand corner in order to repeat the companies name.



The finished Piece


The Finshed Piece.
The last touches were to incorperate the bar codes as well as add the cross hatch effect i used on the front. I used light and dark blues and then made the opacity less in order to allow the image behind to come through. This is also like what i have done on the front and gives the finished cd case an overall better look.

Research into existing CD covers;

Above is the cd cover from Newton Faulkners album 'hand built by robots'. The style of this album cover is differnt in that its more arty and there is a lot more going in on the cover than your standard CD cover.

Visualy it suits the tilte as it has a robots hand filled with people like the name 'hand built by robots'. The chilled out style of Newton's music is displayed through the use of fresh, cool backgrounds and clouds which just gives the sense that is a 'chilled music' CD.

The Title is done in a nice neat white over the fresh blue background. There is then a nice schroll above and below which frames the text nicely. I may try to create some sort of frame to my title as this would give it more of an impact on the cover.

Above is the cover from Bob Marleys Album 'Songs of Freedom'. The first thing i noticed about this cover was the usee of the artist on the front. Bob is facing towards where the phootographer is. It is a very typical photo of Bob Marley with his 'joint' and his acoustic guitar.

The red background is a strong colour and helps give a glow to the artist which fades to black as it comes to the corners of the album. The text looks neat and is placed in a place which doesnt cover up the behind image very much. When it comes to my cover i will adopt the same ideas of not covering the behind image too much.

In all it is a very typical cd cover which uses all the standard codes and conventions needed to create an effective cd cover. I think that for best results I will try to create a simple CD cover as they often look the most effective.

Above is an example from Jack Johnsons album 'Sleep Through The Static'. The first difference i notice with this album cover is the relaxed approach trying to incapsulate a sort of recording studeo with Jack, his giuter and a microphone. It appears to have been taken on a white background with some fill lights and a red backlight on the left hand side.

The use of the red higlight behind the artist makes him glow and gives an unusual look however it is quite a powerful look and the fade into a grey/ blue right hand side makes use of hot and cold colours.

The positioning of the artist is lengthways down the left hand side in paralell with the microphone in the middle leaving not a lot to the right hand side except for the white overlayed title; I like the way the title has been shifted slightly to the right trying not to cover up the photo of the artist to much as it gives a feeling of fadeing out moving from the left of the cover (red colours and image of the artist) to the right hand side of the cover where it fades out into grey/blues and a bit of writing.

Here is an example of the cover of Natty's new album 'Man Like I' The first thing that i noticed about it was th warm colours and the medium close up of Natty himself. The warm yellows and browns used really suit the style of music inside.

The image of nattys face is in a side on view which is differnt and you would normaly expect to see the artist looking towards where the photo was taken from. This gives the cover a feeling of mystery and makes the viewer want to pick up the CD to find out more about what's inside.

The cover has used sort of logo for the title. It looks very neat and the square shape of this 'logo' makes it fit in nicely in to the top left corner. The Browns and blacks in the title are evident in the photo aswell this make is fit in nicely and lookin like it is supposed to be there rather than having an awkward contrast of colours which would do the cover no favours.

Basic Information put into Pie Chart: I asked 100 people some basic questions in order to try and predict what the success of any partucular type of music video and help sway the style of music video i would do; the results are as follows.

From the pie chart you can see that from the people asked, there was an audience for all genres of music. My results show me more that the audience are willing to listen and watch any music video if it is well made and along to a good song.

The fact that i am going to make an acoustic music video shows that for 25% of the people i asked, it was their favourite genre. Because the style of acoustic music is relatvely easy listening, many people dont mind listening to the chilled out sounds of acoustic music and therefore i would predict that the success of a music video from this genre would appeal to a wider audience than that of a rap video for instance.

The most popular style of music came back as dance music. I think this may be due to the fact that most of the people surveyed were younger and the dance scene has blown up over the last few years with aid of erotic music videos it has become a favourite with the boys. Aswell as this, the upbeat bass lines have appealed to a female audience. The most common type of music on the Sky music channels is also predominantly dance and R n' B. This helps influence the taste of the younger consumer sublimanaly.

Questionnaire of Music Videos

I am going to ask a sample of 100 people what interests them in music video and use their answers to increase the quality of my video.

Please would you kindly take some time to complete this research questionnaire about music videos it should take no more than a couple of minutes.
(delete as appropriate)

1.Would you watch a music video of a song you didn't particularly like if it was unusual and interesting to watch? YES NO

2.Do you often find yourself watching the music channels on Sky TV?
YES NO

3.Do you prefer the music videos set in familiar surroundings or the videos set in foreign places?
LOCAL FOREIGN

4.Does the type of video give you a feeling; i.e. tropical settings remind you of past holidays or cold videos remind you of skiing holidays and generaly happy memories?
YES NO

5. Do you enjoy music videos which tell a story?
YES NO

6. Do you like the shots of the artist singing or playing their instrument?
YES NO



Results Of My Survey.

1. 100% of the people i asked said that if there was something particularly different and anusual to watch then they may find themselves watching the whole music video in order just to see what happens next. I will try to utilise this information by creating a set of shots which are different, for example chains of events or clever editing which is appealing to a viewer.

2. Just 68% of the people i asked about viewing music videos said they ever saw them on the Sky music channels. The rest of them said that they find the videos elsewhere generally on the internet. Therefore if I were going to promote my music video i would have to look into using the internet aswell as showing the videos on TV.

3. 83% of people said that they thought a video which was local with local and familiar places would enhance the quality of the video and the effect it would have on the mind of the viewer.

4. Just 41% of the people i asked said that they felt music videos brought them back memories of certain holidays. However the ones who said they felt that a music video could bring them back special memories could concisely name particular videos. For this reason i will try and incorperate shots which remind viewers of certain events which are of importance in their lives.

5. 60% of people asked said that they thought the music videos they had seen that told some sort of story were more intising than those which were simply people dancing. I may try and have a backing story being told in my music video which cuts between shots od musicians singing and scenes from a relevant story.

6. 79% of the people i asked said that the shots of the particular artist, especially more well known artists that they enjoy the music of put an edge into a music video. Clearly with my video i wont be able to get famous artists in the film but i can mimic the ideas of having the artist in the music video through means of acting.

Letter to Copyright holder:

Dear 'Bushfire Records',

I am going to be creating a music video for the song 'Rodeo Clowns' by the artist 'Jack Johnson'. It will be part of an OCR A2 level piece of coursework. I will be looking to be posting it onto websites such as youtube in order to recieve feedback to put into my evaluation. The project is not for profit and i will seek no reward from the production.

Please may i have permission to go ahead and create this music video, i think if anything it will be an advertisement for the artist and therefore boost the popularity of your record label.

Look forward to hearing back from you.

Dean Layzell

Natty: Bedroom Eyes

The clips starts with shots of a dark area which is abstract and unclear as to where it is. As soon as the singing starts the picture becomes more clear. Again the cut away with shots from scene to scene tells a story of two people in different places. The only other type of shot is the shot with Natty singing.

• The thing i have taken from this muic video is the way it takes two different scenes which tell the story and one other scene which shows lots of different shot of the artist singing.
• I like the acoustic guitar close up shots so i shall try to incorperate these.
• The overlay effects on some shots are that of a misty feeling. This gives the clip a warmer feeling which suits the song.

The Script: Talk You Down

The video also tells a story which matches the song. The interesting thing i found about this video is the style of editting and the tempo in which they cut away from one to the other. For instance; the slower tempo of the song at the beginning gives each clip a few seconds to tell a story. When the beat and chorus kicks in there is a flurry of clips in time with the drum beat. This is effective and visualy appealing.

Sounds from the background story come through the song which is unusual. The car crash has sounds of screeching tyres and smashing glass, I may try and put this into my video i.e. sounds of waves and playing could really quietly and subtely be put over scenes of the beach and playing. This would give more of an impact to the story the song is portraying.

Editing of clips: Kooks: Naive

The clips starts with slow moving shots each lasting more that a few seconds, at first the clips cut away from place to place keeping a feeling of continuity. The feel of the clips are kept relatively similar;

• Colours and tones start of dark
• Filming from a maximum of three scenes in this case 'the club' 'the house' 'shots with his girlfriend'
• End of the the clips editting increases pace to match the style of the music which is more up beat.
• The music video does tell a sort of story about a boy and his girlfriend and the problems they have.
  

Jack Johnson: Sitting Waiting Wishing

Yet another music video filmed all in one shot, however the difference is that it is a video shot in rewind and all the events are in reverse except for the singing which has been kept normal, it gives a unique effect which is very intreaguing to watch. In my music video i will try to utilise this reverse shot capability as it is appealing to watch.
http://www.muzu.tv/jackjohnson/sitting-waiting-wishing-music-video/237388?country=gb

• The lighting is kept light in the white room background.
• Concentration of the artist singing is kept looking towards the camera and at where the audience would be.
• Visualy strong as the chain of events in reverse is obscene and thus the audience can enjoy the song whilst watching the events in reverse

Research into existing similar media texts.

Music videos often use different effects in order to create a music video which is appealing to watch. A key factor is the song. Most often a lot of effects are used in order to edit and piece together four, five or more different scenes with the artist singing over the top.

One of the videos i first looked at is:

Wiley's 'Cash in my Pocket' and the most interesting thing is that it is all filmed in one clip. This would have taken a lot of rehearsing however the chain of evetns are interesting as the viewer wants to see what happens next as it soon becomes clear that the video is ging to be filmed all in one shot.

Things to take away:

• Angle of shots are altered; high angle shots drifting into low angle shots are appealing to watch.
• Lighting is kept brighter throughout simply from building lights, this is simple to do and creates adequite lighting.
  
  David Guetta 'When Love Takes Over'
  
  The key thing I noticed was the colour and tone of the clips.. The producer appears to have stuck to a tropical theme throughout. This is the same as with other music videos, if it is set in a night scene then generaly all the clips used are in a darker environment.

• The video uses a theme throughout, in this case it is tropical/beach themed.
• The theme throughout seems generally beach based. Clips of the ocean and beach are often used.
• The clip would often cut away using cars driving past which would make an alternative transition of clips which looked visually different and appealing.