Evaluation Q1 - In what ways does your media product use, develop or challenge forms and conventions of real media products?

When producing our music video the editing was very important to us as it is in every music video. We met the typical convention of a music video by using fast cuts as it was suitable to our indie-rock theme. By using many different fast shots, this meant that it would keep the audience interested and as Pete Fraser says it makes it impossible to grasp on the first viewing which ensures multiple viewings. When the shots of Jono are on screen the cuts between shots are very fast which helps to keep up tempo with the music in the background. We decided that we would play around with the white balance and contrasts to enhance the quality and offer different kinds of pleasure for the audience. The quality is enhanced as it looks much more professional as it no longer looks simple and less boring. Another effect which we decided to use was rounding the edges on the shots of Jono. This creates a much warmer effect for the music video which is well suited to the warmth which had also been created from the change in contrast. As you can see in the Arctic Monkeys music video below they have played round with the contrasts to make the music video more interesting. As the contrasts of the music video have been changed, it makes it much harder to see the bands faces. This creates a sense of mystery for the viewer and normally when you cannot see something you would go back and watch it again which produces more viewings for the band. 






We hinted towards voyeurism when using Daisy in the shots of her and Jono going up the stairs. Immediately, connotations of sex has been displayed.

 By using Chris there is also potential for response from women. He is very muscular and by using a visually pleasing male as the singer it could make women want to watch the music video more as they are attracted to them although, the attraction towards the male could lessen once they get to a certain size. 


When we were recording our music video we took Goodwin's music video analysis into view. Goodwin said that particular music genres can have their own music video style and after doing some research, we found that the indie-rock genre tends to have a mix of narrative and performance. We then decided that we would fit into that genre with our music video which is why we decided to have a narrative and a performance. We also saw that when the indie-rock music video does have a performance that they don't usually have a stage but tend to just use a room of some sort. The Kooks are an indie-rock band and in the music video below they do not use a typical metal stage but just perform in a simple, plain room. 


 


After researching into the settings of the indie-rock genre we decided we wanted to record the band in a plain room. After some thought as to where we could find a plain room, we decided that the drama room in school would be very suitable as it also has lighting in there already available to us. The drama room is a plain black room as you can see below.

Once we had moved everything out of the way the black wall created a brilliant backdrop for us as it was plain and a dark atmosphere could be created which would look good with shadows.

The camera work which we used in our music video met many conventions of a music video. We used close ups of the band to create intimacy and a connection between the viewer and the band. When filming we decided that we wanted to have a range of different angles which showed the band. Here is an image of Chris S in the front of the shot, but we can still see Jamie in the background. 

Goodwin also states that there should be a relationship between the lyrics and the visuals. At the beginning of the music video it says 'started off the night' and we see Jono getting ready to go out with his friends. 

There is also another shot of Jono on his mobile ringing his friends which meets the lyrics of 'I asked my friends where should we go?

' When the lyrics 'We have a little dance and I'm sure that I'm in, have a mint night out with a happy ending' we matched the lyrics with multiple shots of Jono and Daisy together, firstly with their arms around each other then there is a shot of them going up the stairs and lastly a shot of Daisy shutting the door behind the two of them. This clearly gives connotations of sexual interactions which fit in with the lyrics of him 'hoping to score'. 


Magazine advert

As I have shown in the above image, I have met many conventions of magazine advertisements in this ancillary text. I have however missed out one main convention of a magazine advert which was the image would normally be of the band. I understand that I have missed out on this but the image of Jono was of a much better quality than the image of the band which is shown below. 

As you can see here, the quality is not at all professional and there is no real connection with the band as no member is even looking at the camera. By using an image of Jono, there is a connection as he is the main actor in the music video and the target audience of young adults can relate to him and his boisterous behaviour in the music video. 

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