Question 2 - How effective is the combination of your main product and ancillary task?

When developing our music video we questioned many factors. This helped us make wise decisions and solved any issues we did or didn't agree on in the process. The main questions always kept in mind were:

Does our product aim to please our target audience ?
Did we follow our purpose ?
Did all three components link together (digipak, magazine cover and music video)

Does our product aim to please our target audience?

I believe our target audience should be satisfied with our outcome. This is because we ensured in many different ways to keep our audience in mind by researching/planning ways to do this. Our video tells a story with different clips that are different duration's. This reduces boredom and engages the audience to witness the ending. In addition whilst telling the story we experimented with effects to allow the scenes to run smoothly for a clear understanding. We can evidently see this at 0.55 seconds into the video that matched the scenes to the right rhythm of the song lyrics. In many grime videos such as 'Fine Wine' by Kojo Funds there are also many snappy, quick cuts which also helps contribute to reducing boredom. The cuts are timed and sometimes slowed down. From watching this we imparted this into our video by changing shots dramatically in time with the music. This allowed us to combine the two characters and follow the narrative of a common dream, young people share. The change of people is seen at 3.53 seconds. This introduces another story that is more exciting for the audience, much like Fine Wine and use the two people to support the narrative. We can see that this fluidity of editing is a positive impact as the Kojo Fund received over 12 million views on this video. As we used this as an influence we should hopefully succeed with our video.

Grime artist often sing into the camera to engage and relate with the audience. This is direct connection with the audience that can help keep them satisfied and understanding. We see this in almost every grime video whilst other clips include back and fourth. In most videos its normally the chorus that is in sync with the narrator. For our video we ensured each time the chorus was played we connected with the audience and sang in time. This helps the video feel more realistic as the words mean something.


Our target audience is a range from 12 - 25 years of age and anyone else that may enjoy grime. This is a young urban generation in today's world that has a huge contrast to past artists that focused in this genre. The age range are into urban clothing (brands like addidas, rolex, etc) and enjoy the feeling of money, friends and parties. We had done this by asking multiple people (different age) what they like to do in their spare time/enjoy doing, etc. The responses we all relatively the same; 'i like to go out shopping', 'being with my friends' and 'going out'. To keep our video up-to-date we interpreted these responses to make our video as current as possible and entertaining.

Did we follow our purpose?

The purpose of our video was to tell a story throughout that it relate-able to reality. I believe we achieved this by recording the section in time and linked to the lyrics. Our inspiration was the moral of the song which is you can do something if you believe in it. We wanted our product to appeal to the audience so we done this by including current items or common interests throughout. The party shown in our video supports well as its very common in grime videos to have party section as that what a lot of the young people do these days. This would have appealed to the audience more. The fast cuts are also something typical in grime videos which is an imitation we incorporated.

Another idea that we thought was appealing was the use of two different characters. We thought it would be more of a liability to support the dreams that children face. We thought more than one person would make it more interesting. The editing was according to the tempo and made sense to the lyrics which helped make sense of the story to the audience to entertain their attention. We also alternated the clips which is common in grime videos. This can give a related effect to the audience.

We also made our made sense of our purpose from camera angles. In grime its very common to focus on the expense of items. They also use a lot of panning of the camera, close up shots and mirror reflection to do this. This is seen in Jhus 'Bouff Daddy'. From these angles it more fast pased and reduces boredom.

From this reflection shot we interpreted it into our. We thought it would be more interesting for the narrative and appeal. It helps us see what the character is like and changes the perspective on them. This is useful in grime videos to give it a positive reflection on intentions.

Did all three components link together (digipak, magazine cover and music video)?

Our digipak and magazine advert are closely connected. Our magazine and digipak both include a black background with a colourful image. This makes the narrative stand out. 'The golden child' is a quote we thought would be effective as it can make the audience more intrigued from the meaning behind it. We can see our digipak consists of the same person. This can be intriguing for the audience and make them feel the urge to find out more about the narrative. However the use of a black background is very common when designing as it makes the narrative stand out more. Having two simple designs makes it clearer for our audience. We kept in mind the age range and didn't want to much on the designs as they may not be able to understand. Both designs are connected to each other through the same idea of a black background. This supports the idea of recognition as if one is seen it can remind you of what it is. This worked with the idea of 'Not3s - The Golden child'. This pushes the name forwards and promotes 'Not3s' more as the audience can make a connection.

Our digipak worked alongside the conventions of grime digipaks. However this design does contrast with out music video as the background colour is dark but our video doesn't really consist of dark colours. We used black as it could represent the serious design which kind of links with our music video as its a deep matter that society share. Darkness help's represent a struggle which is our narrative. The darkness is almost emotionless and both designs take itself seriously. We have created a juxtaposition as we created quite an inspiring music video that the audience can respect as we have represented them and proved things can change for the good. Due to the designs being dark it creates a contrast that may be more negative than positive. We have given the brand two different images to work from and be promote; The negative serious side and positive, goal achieving side. The negative serious side of the magazine and digipaks represents the brands message that they work hard and take music seriously as to where the are trying to get to. This message turns positive in the music video and portrays the positive ending. This worked well as the audience can respect the grind of reaching their goal and helps inspire others. This reduces the criticism as it reflecting society and something people may have in common. However some may think its about materialistic things to be content with life. in addition to this possible criticism we used the scenes of friendships and love that can show ts whatever makes an individual happy and sad in today's society a lot is materialistic but its still okay to have dreams. Its normal. The combination of our main product and ancillary task combines well as it puts across our message with a positive outcome and reveals that everyone has dreams but nothing should hold you back other than yourself. The respectful narrative in the video support the message and gives off empathy for those that are only trying to succeed. This can surprise the audience from looking at the digipak and magazine cover.

Lots of grime designs have a cartoon style writing or design with black backgrounds which is what we done. It more current and less old fashion so it can appeal to our age range. It may also be easier to read as young people tend not to like reading much. A design followed this layout description.

These two artists Pins and Fredo use the the style of a black background as it reveals their narrative may have deep meaning and a strong narrative. The use of bold, colourful images stands out. It is visually clear and can see one may be about a girl and the other of maybe a childhood dream (the icecream is childish) but contrasted with the diamond ring and manly hand. We feel our digipak works alongside grime digipaks and conforms to the grime genre as its very common.