Evaluation- Question 1

Brief Over View of Conventions

Our task was to create a music video along with a digi pack including a poster and a CD cover. In order to create a successful music video and digi pack we had to follow the conventions of the original music video as well as using our own ideas. My group chose the song ‘When your gone’ by Avril Lavigne. We have tried to include the different conventions to match what the music video is aiming to portray. Our video only consists of one storyline, this is straight away breaking the conventions of Avril Lavignes ‘When you’re gone’ music video as her music video has at least two storylines playing throughout the performance. Our storyline aims to create a cheating and heartbreak atmosphere and the audience will choose to sympathize with the characters included. This is our main focus throughout the music video.

We also looked at the different camera angles and how this is used to create an effect. We chose to stick to the camera angles which are used continuously throughout the original music video, as we felt this was very effective.  Different camera angles which we saw throughout the original music video include mid shots and medium close ups. Therefore my group’s main focus for this music video was to include this selection of performance shots to help relate these conventions to our music video.

The original storylines in Avril Lavignes video is a couple being apart from eachother as the male has to go into the army and the ‘I miss you’ feature is revealed when the female watches the news to find out if he is still alive. The second story line features a teenage male and female who love eachother however the mother of the daughter does not agree with the situation.  Therefore chooses to break them apart, and we see the boyfriend missing his girlfriend. The last story is based on a much older male who is holding a photo of his late wife, and cherishing the memories they spent together.  My group decided to break away from these conventions and make our video more modern. Therefore used the storyline of a young couple who are engaged, however the boyfriend is seeing another girl which ends in disaster.

Evaluation Planning

Ancillary Task- CD

This is the Album covers, middles pages, thank you page and back cover. We have used the same background and colours all the way through to allow it to flow and similar fonts throughout the digi pack, which also match our ancillary research.

Ancillary Task

This is our magazine advert which my group have created in order to promote the album.

Making Decisions and Changing Ideas.

When Your Gone- The Lyrics

We chose the song 'when your gone' to feature in our music video. The lyrics are based on missing someone who you love and missing everything about them. The original music video relates to heart break and looking at memories from different story lines. Therefore for our music video we chose to create a music video which would reflect the atmosphere and meaning of the song, keeping the theme of sadness and heartbreak flowing through the music video.


Here are the lyrics which tell the story of our music video and relate to someone who you miss and who you once loved.

Audience Feedback So Far