In what ways does your media product use, develop or challenge forms and

conventions of real media products ?

Martelle Kumar

Whilst creating my music video I used generic conventions from the indie pop genre in order for my product to look real. In this presentation I have evaluated how aspects of my music video have been used to look real.

Representation to my artistThis frame shows clearly how I have represented my artist.  Indie pops ideologies include being fashionable attractive.  I have conformed to conventions by  this by dressing my attractive artist in a designer coat and wearing trendy make up. The medium shot also shows my artist breaking the third wall which establishes a connection to the audience. Within my video I have used many medium close up shots to ensure that the artist gets as much face time with the audience to maximise audience potential. I have represented my artist as a typical artist using the following ideologies as a guide; glamorous, trendy and relaxed

In most indie pop performance videos the artist is conventionally introduced with the use of medium, close up or long shot. I conformed to this convention by introducing my artist using a medium shot that shows the artist central so the audience can see the artist. I also ensured that I used cinematography that would put the audience in a god like experience; so the artist was given the control.

Introduction of character

PerformanceMy actors performance was key for my music video to be successful. Within my video the actor uses eye contact to break the third wall, facial expression and body language to link to the lyrics and theme of the song. Throughout my video the artist performance can easily be associated to the genre for example this frame shows my artist in the 'self conscious' shot shows that the actress is self aware. I used this idea as it can be relatable to the target audience (15+ female)

Costume

I used trendy clothing in my final product. This frame is a long shot of the artist wearing dark expensive clothing with a gold chain which is conventional to the genre. Being aware that the persona of 'Tegan Liburd' was visually expressed using clothing I made sure that the clothing was high quality and from big brand. I only use three costumes in my music video, the one in frame is featured the most; artist from the genre tend to use one outfit whilst performing.

Setting and Location In my text I have used a

generic indie pop setting of outside. This frame shows a an extreme longshot of one location seen in my product. The sunset enforces the ideology of freedom. The rural sunset is a typical location for indie pop genre music videos because the location is seen to connotate freedom and luxurious as it shows an idyllic space.

Editing-Special Effects (SFX) In my music video I used

adobe Premier Pro to add layers of footage. This editing tool allowed me to also rewind at the same time. Using the influences of Kate Nash for rewinding I added short cuts of horses this helped to link to the other products with the theme of motion.

Genre and how this text shows it

Similar to such artist as Sampha and Eliza Doolittle my video doesn't have a narrative. I chose not to do a performance music video as this would be a debut for the artist. Using cinematography and performance I was able to establish a relationship with the audience as intended.

I have presented the indie pop genre as luxurious and ‘free with nature’ conforming to conventions of the indie pop genre the audience can successfully identify the genre. My solo artist wears designers clothing and uses the same outfit whilst performing.

Narrative (performance video)