In What Ways Does Your Media Product Use, Develop Or

Challenge Forms And Conventions Of Real Media Products?

Evaluation Question 1

• Before I started to edit my music video and ancillary texts I researched into my chosen genre to find out what the conventions and common features were. This enabled me to then to plan what I wanted my music video theme to be as I wanted to make it fit with the genre but also the lyrics of my chosen song.

• The song that I chose was Cold by Rae Morris featuring Fryars. The song is in the indie/alternative genre and is about a broken relationship. However after researching into existing music videos in this genre I found that often songs in this genre are interpreted differently. Therefore I wanted to think of many narratives that I could choose from.

• It was important to me that my promotional package links well with my chosen genre, however I wanted it to be original and unique and not do something really generic.

Convention Used Not Used

Narrative Yes

Dark Clothing Yes

Use of Emotion Yes

Black and White Yes

Varied Moving Shot Types

No

Slow Motion Yes

Lip Syncing Yes

Use of performance (e.g dance/instrument)

No

Mid Shots Yes

Close ups Yes

Varied Locations Yes

Slow Beat Yes

Longer Edits Yes

Music Video:Here I have created a table that shows some of the conventions of the indie/alternative genre and whether I have applied them to my own music video. This table gives me a clear indication of how I have conformed to many conventions of the genre. Therefore I think that because my product has used these conventions my product reflects my genre well.

General Conventions

Conventions In Existing ProductsSignificant

objects/surroundings

Lip Syncing

Outside Locations

Black & White

Close Up

Performance (e.g instrument)

Mise-En-Scene ConventionsConventions Used/Not Used Example

Dark clothing Yes I decided on costume before filming as I wanted it to link with the genre. I chose dark colours to reflect the theme and mood of the video.

Significant objects/surroundings Yes In my music video I used old photographs to symbolise the characters past and to add to the narrative.

Outside Locations Yes I found when researching existing products that outside locations were often used in music videos from my genre. I found that rural locations were most popular so I filmed some scenes of my videos at locations such as the local river and a country lane.

Performance (instruments) No N/A

Conventions In UseThis photo shows the costume that was used in the outside scenes. I decided before filming that I wanted to keep the colours dark so to reflect the mood of the video. I asked my actress to bring any clothes she own that fit in with what I described and we put together this outfit.

The screen shot above shows the costume I put together for the inside shots. Again keeping with the dark colour theme to link with my genre.

Conventions In UseThese screen grabs show some of the outside locations I used in my music video. I found that natural and rural locations were often used in videos of the indie genre. Therefore I followed this convention in my own product. However I chose these specific locations because the theme of my video is loneliness and I wanted to film in isolated locations to reflect this theme.

This screen grab shows the characters bedroom, this is the other location in my video that helps to create the narrative.

Conventions In Use

The props that I used in my video added to the narrative. To create the theme of loneliness I carved out people in the photo’s to leave the actress by herself. I felt that this was effective technique as it showcased my theme and allowed the audience to interpret what they absence of the other people meant. When researching the genre I found that symbols or objects (that are often props) are used to link with the narrative. I give the audience some history about my character and I did this through the use of my props.

Cinematography ConventionsConvention Used/Not used Example

Close-Ups Yes Close-up shots are a conventional feature of indie/alternative music videos. These shots can really portray the emotions of the characters in the video and this often helps to portray the narrative in the video. I tried to recreate this technique in my video.

Wide angle (establishing shot) Yes I used wide angle shots in some of my outside locations to showcase the surroundings that linked with the theme of loneliness in my video.

Mid Shot Yes I used quite a lot of mid shots in my video, they help to show the character and her actions while still being close enough to see her facial expressions.

Pan/Tilt Yes I used to moving shots to give my video some diversity as I didn’t want it to be completely stationary.

POV No

Conventions In Use

These screen grabs show some of the different shot types that I used in my video. A range of shot types are a convention of music videos in general as they create diversity and make the video more interesting for the viewer. I tried to use a range of shot types in my video to make my product look more realistic. A variety of shot types can show different perspectives of the narrative and this variety makes the video more interesting to watch.

Editing ConventionsConventions Used/Not Used Example

Black and White Yes When researching into my genre I found that using filters, especially black and white on the footage was common. I used the black and white effect throughout my video to also link to the more negative theme. I didn’t want use bright colours in my video as I felt they connote moods that did not link with my theme.

Varied Transitions/Layering No

Effects Yes Some of the effects that I used in my video are the reversal effect and cross dissolve. The position of these within the video was important as it added to my narrative.

Slow Motion Yes Slow motion was also a feature that I found was common within existing products in my genre. I used slow motion within my video to prolong actions. My theme was loneliness so by using the slow motion effect I wanted to create the sense of time moving slower and the characters emotions being exaggerated.

Conventions In Use

Here is a screen grab from my music video. This demonstrates an editing convention of the indie genre. I put the clip into black and white as I found that using this

technique was a common feature in this genre. I used Final Cut Pro to edit my video and here you can see how I added the effect to the clip

Conventions In Use

(It’s hard to screen grab moving effects but I have tried to get the shot that shows the shift between)

The cross dissolve of the picture in the photo album linked to the narrative as I wanted to show a change within the character. Once she accepts the roses as a symbol of hope the people in the picture begin to re-appear. This was important to show the change.

The reversal of the roses was also important as it symbolises that she was accepting the roses, not discarding them anymore.

Ancillary Text Conventions

Album cover.

Artists website links.

Artist style/logo.

Album cover.

Date for release.Album Name

Album Name

Album cover

Album name.

Artist style/logo.

Star rating.

Release date.

Artist links.

Conventions In UseI followed many conventions of promotional posters when creating my own poster. These have helped me to create a realistic looking product that fits into my chosen genre well. To create continuity in my promotional package I used my album cover on the poster. I found that this was a conventional feature in existing products. By using this technique the audience can identify a certain style with an artist. Other features I used are informative to the viewer. For example information about the release and reception of the product is used as a persuasive technique which makes my product more realistic. The star rating tells the viewer how the product has been rated by experts and a good rating makes the product more desirable. The ‘out now’ release information lets the viewer know that it is available to buy. The ‘available on iTunes’ badge on the poster shows the viewer instantly where the product is available for purchase. I think that by using all of these conventions help to create a realistic product that successfully promotes my music package.

Conventions In UseArtist name.

Picture of artist.

Album name.

Dark colours.

Conventions In UseTo link with my chosen genre and music video I decided to make my digipak cover black and white as this is a convention of the genre. However I wanted to add some colour so I chose various muted shades of pink and concentrated these in particular areas. I think this colour combination works effectively.

The picture of the artist on an album cover is a conventional feature in most genres. I have included a repeated image to create a unique design. The audience is able to identify with the performer in the music video and the image on the digipak front cover.

The artist’s name and album name has a unique style that is also on the promotional poster. This creates continuity which is an important feature in a promotional package. The style is something that is consistent throughout all the products.

Conventions In Use

Barcode.

Record label.

Album tracks.Album info.

Continued colour scheme.

Conventions In UseRoses were a key part of my video and I transferred this into my ancillary texts. However to add change I chose to just include petals on the back cover. I think this is really effective as a theme is still created without using repeated images. To add interest I also changed the colour and opacity of some of the petals too. Similar to the roses on the front cover.

The album production information is a convention within a digi-pak as it shows who was involved in making the album and where copyrights lie. The record label badge is also important as recognition is given to the production of the album.

The barcode signifies that the album is available for physical sale as it is a device for sales tracking. It is a conventional feature as it is important for companies to know how well a product is selling.