Planning - Moderators Report

 Points of Guidance:

1.The strongest work is supported by focused research, detailed planning, attention to detail and a strong, sustained concept based on the requirements and details of the brief.

2. There needs to be a certain level of quality to gain top marks. The product being "highly developed"; "accomplished"; "sophisticated"; "highly appropriate" , etc.

3.The website needs to have just as much time and attention put into it as the product itself as they both yield the same amount of marks. There needs to be a great exploration of the cross-media aspects of the brief, with excellent links being made between the products. The quality of both must be to a high standard.

4. Adhere to the codes and conventions of the product and genre and the requirements of the brief.

5. For Statements of Intent, they should be detailed, going depth about how and why specific effects would be created and how these ideas linked to ideas shown in other areas of the course (eg theorists or particular products). Make clear links between the two main products and explain how digital convergence connects them. Go though the brief in depth and demonstrate how every requirement and detail is going to be addressed. 

6. The website is for "fans" to interact with the content. 

7. The best products for music videos demonstrate, an understanding of the specific requirements of the brief relating to genre, representation and industrial context and show that there was research done before planning the pieces. Through strong technical skills, a fundamental understanding of the relevant codes and conventions was demonstrated. Products that emphasised the performance aspect by filming the artist preforming the track a number of times in different locations with different mise-en-scenes and utilising a variety of camera shots and movements, that had well edited lip-syncing.

8. Videos that were less successful missed key elements of from the brief or did not adhere to the codes and conventions of the form. For example:

• Not mentioning the name of the track/band/artist at the start or end of the video.
• Editing which did not match the BPM of the track.
• Concepts which lacked a clear through-line. (Simply just footage of various locations with no consideration of structure/theme)
• Videos where a simple narrative was imposed with little to no consideration of the content/mood/tone of the track.
• Camerawork did not demonstrate a level of skill, finish or excellence.
• Vertical mobile phone footage was used. It should be avoided.

9. The best websites showed effective photography and copy, capturing a tone appropriate to the needs of the intended audience, with a degree of clear sophistication as well as a wide range of representations. They transcended the templates from which they were given, including original backgrounds and layout elements that showed creativity. They ensured that traffic was driven between the website and music video with well designed consistent branding. All the content (text, images and audio-visual material) must be original.

10. Links between the products need to be stronger than just placing the product on the website and listing social media. There could be examples of tweets, or Instagram posts, a newsletter, merch for the brand, or discussion of other products available to buy such as tracks, tour books, subscriptions.

11. Less successful websites demonstrated a ack of attention to detail or missed key elements of the brief/ codes and conventions of the form. For example:

• Sites which didn't include a visible/viable menu bar.
• Sites where the linked page was virtually blank or included text but no image.
• Sites with two uneven pages, one which was strong and onw which was weak.
• Sites that didn't include embedded audio/video, or where the embedded material was not original.
• Sites which extended beyond the sides of a standard monitor screen.
• Use of templates/backdrops/ inability to edit template materials rather than using bespoke text/imagery.
• Sites that gave no indication of the relevant media industry content (Sony Music).
• Images used on websites were often not of an appropriate size and were not always anchored by text..

12. Digital convergence needs to have examples of coherent branding and synergy that effectively engages the audience and gives a sustained and insightful meaning for the audience. 

13. Convergence is effective due to the use of images/logos/models/colours/themes across the products, showing that brand identity has clearly been considered. There needs to be an emphasis on mutual promotion, promoting one product across the other forms, therefore products were mostly overt in using the "call to action" to viewers to content on the website. For example, a link at the end of the video.

14. Convergence that was not effectible didn't seem to develop further than shared font and colour schemes. For example:

• Products that did not mention the website at all.
• Music video sites that did not include the video.
• Logos on websites that didn't match the partner product.
• Models/actors that were not used in the partner product.

15. Practice the technology so it is familiar before shooting. 

16. The best candidates undertake individual research into a wide range of contemporary examples.