​Evaluation

My three products represent Vietnamese teenagers who are going through various experiences of life as they transition into adulthood. This can be a challenging time, especially for Asian males who are often taught to be stoic, hide their emotions and not show their feelings. This can lead to mental health issues. Therefore, I want the video to be made from a male's perspective to show that it is perfectly fine to find some situations difficult and to be physically upset. Being a teenager can be tough, and I want our narrative to reflect that.

We also wanted to showcase Vietnamese youth culture and romance which, is underrepresented in the music industry and the media as a whole.

The music video narrates the tale of two teenagers in love and mutually ending their relationship to concentrate on their future, which took them on different paths. This is a common theme in Vietnam, especially as many teenagers move abroad to continue their education but also many teenagers are at a similar phase in their lives when everything is changing.

This links to the Use and Gratification theory, which is about personal identity. Young people often experience similar situations and find a connection with our music video, as it portrays a relatable story that our audience can identify with.

To make our brand recognisable to our target audience, we want them to easily identify that three of our products are from the same company. We created a music video that focuses on the themes of separation and breaking up. To convey this message, we chose a dark-tone colour scheme of yellow, brown, and black, which connotes feelings of sadness and memories.

We aimed to maintain a modern feel throughout all three products, including the music video, digipack, and music video. By using these colors, we created meaning and tone for the audience. We chose this song because Keshi's music style mostly deals with problems in love and life, which we believe will resonate with our audience.

To appeal to young teenagers, we included modern music video effects, technology, and special equipment, such as a luxury car for the main character to drive and film in popular locations in Hanoi that teenagers are familiar with. We also chose two main characters, who are normal teenagers, to convey our story to the audience. We have used the same typeface and colour theme across the three products.

One of the most important elements we used was utilising the same photo layout throughout the production. The digipack design and social media posts use the same photo as the character in the music video.

We have decided to create a brand identity for our project by designing a production logo. We want to use it on our social media, digipack, and at the end of the music video. We have chosen 'DayDream Production' as our company name which fits our theme.

We used promoted the digipak on the social media page along with the music video.

Our target audience is young adults aged between 18 to 25 years old and we use social media to reach them. We focus on Instagram to engage with our audience by posting behind-the-scenes content, release dates, fan meetings, and character profiles. We design our posts in a modern and attractive way to capture the attention of our audience. The colors we choose are bright and eye-catching. We mix yellow, brown, and black to create a unique color scheme.

We use modern techniques like time-lapse shots of cities at night, driving scenes, and flares of light to create our videos. We also post love quotes on our social media to help our audience who may be going through similar situations to move on and prioritize self-love over seeking validation from others.

To connect with our audience, we have created a hashtag that they can use and share on their social media. We upload behind-the-scenes footage of our music videos to show the audience our process and some funny moments of the artist. We have even posted videos of the artist introducing the location where we filmed to create excitement for the audience when the music video is released.

We have conducted thorough research to understand how to create a music video and improve it. Our analysis of various pop music videos has shown that they usually focus on themes of love and life. As a result, we decided to make our music video about love. We have also learned that lip-syncing is a crucial element of music videos. Therefore, we spent a significant amount of time practicing and learning the lyrics, so we can match them perfectly while filming the music video. This helps us create the best possible video while saving time.

We observed that pop music videos often use techniques like cutting on the beat to help the audience feel the rhythm and understand the lyrics. Using this technique also allows us to switch between scenes without confusing the audience. Pop music videos typically have a modern look and feel, with fast beats and lots of cuts, so we followed this style to engage our audience.

We also applied Andrew Goodwill's theory, which suggests that looking, matching lyrics and visual, are important to make the music video attractive, engaging, and understandable to the audience. We believe that applying this theory will make our music video engaging for our audience.

Pop music videos usually focus on conveying a story to the audience and not include too many scenes of the artist lip-syncing the lyrics. Therefore, we only included two scenes of lip-syncing in our music video, and the rest of it was about the story we wanted to convey to the audience. We also spent time looking for different types of digipacks, such as 4 and 6 panels, to see which ones work for us and make a layout. This helped us have an overall idea of what our music video will look like, saving us time and making it easier to decide.

We also learned how to use Adobe Premiere, Adobe Photoshop, and camera techniques and angles. We had a chance to use these tools last year when we made a magazine, so we didn't spend much time on this. We just learned some new camera angles and watched some new techniques about Adobe on YouTube.

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