Moderator's Report

Points of Guidance:

1)    The best products must show an understanding of specific requirements of the brief relating to genre, representation and industrial contexts. which requires prior research before planning. Strong technical skills and a clear fundamental understanding of relevant codes and conventions is necessary for gaining top marks.

2)    As an extension of point 1),  there needs to be a certain level of quality to gain top marks. The product must be "accomplished", "sophisticated," "highly appropriate," and "highly developed."

3)    Many of the best products that emphasised the performance aspect (by filming the artist performing the track several times in different locations) provided alternate, yet appropriate mise-en-scenes and included a variety of camera shots and movements along with well-edited lip-syncing.

4)    Less successful products often followed a theme of a) missing key elements of the brief or b) did not adhere to the codes and conventions of the form. Examples of this include:

- Camerawork and camera movement which did not demonstrate the level of skill, finish or excellence required for Level 5 marks

- Pieces were performance footage was used in a perfunctory manner, or where lip-sync was not fully effective

- Editing which did not match the pace/BPM of the track

- Failure to mention the name of the band/artist track at the start or end of the video

5)    Superb examples of online products clearly showed an understanding of real-world examples of websites and had applied knowledge of this effectively. In order to achieve top marks I should appreciate that the website element is worth the same number of marks as the analogue products and should put in an equivalent amount of time creating it.

6)    The statement of intent should be detailed, and go into depths as to how and why specific elements should be created and how these ideas link to ideas shown in other areas of the course - the appreciation of theorists or particular products. The statement of intents should highlight every requirement and how it will be addressed.

7)    Links between the products should be clear and strong, with examples of tweets, Instagram posts, newsletters, merchandise or discussion of other products available to buy such as tracks, tour books and subscriptions. Simply the addition of social bars are insufficient proof of understanding of technological convergence.

8)    Convergence that was insufficient did not develop further than shared font and colour palettes. Insufficient convergence often included: 

- 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

- Products that did not mention the website at all.

9)    Digital convergence must have examples of coherent branding and synergy that effectively engages the audience and provides insightful and coherent meaning.

10)    Practice the technology I plan on using in order to become familiar to it before shooting.