Evaluation Question 1:In what ways does your media product use, develop

or challenge forms and conventions of real media products?

Music VideoMise-en-scene: Costume The costume I had chosen for my artist was the typical casual look that is seen often in Ellie Goulding’s videos. This a convention that I chose to stick to as it meant that I had more freedom with outfit choice and was able to keep it simple but effective.

As seen in the two images above I have taken costume inspiration from the ‘Your Song’ video as a section of my video was based on a similar shot idea. It was a basic jacket and leggings look and this was used throughout the video. My costume did not always keep to continuity as the studio shots aren’t the same costume as the shots seen in the narrative shots. However, this could be argued that they needed to be different to show the difference in the two locations and to show that the narrative was in fact the story being told by the studio shots, the costume allowed this difference to be shown.

Music VideoMise-en-scene: PropsIn the genre I have chosen you tend not to use many or even any props within the video. In my video I do not use any props as I felt that they weren’t necessary. Ellie Goulding doesn’t always use props but when she does they are simple musical instruments such as a tambourine (as seen in the image below).

Music VideoMise-en-scene: Location and WeatherThe inspiration for where I completed my filming came from two videos by Ellie Goulding her self and this allowed me to keep to her and the genres conventions. The first location is a studio location and this was inspired by the video for her song ‘Lights’.

The second location I chose was based on her video for ‘Your Song’. I felt that this location would fit in with my new set of ideas and be able to represent the narrative side of my video. The weather in these shots wasn’t how I would have liked it but it did give the effect I wanted it to. It would have been better had it been less windy and a bit more sun.

Music VideoCamera Techniques: ShotsI used a range of shots within my video, these were things such as close ups and wide shots ect. I was also able to use different camera movements within my video as well, for example during the studio shots I was able to pan the camera from left to right across the artist to get the effect of her coming and going. I feel that the best shot I was able to achieve was the half faced shots. I was able to get these for both the studio setting and the narrative setting. These both gave different types of lighting but were effective in putting detail onto the artists face. Similar shots can be seen within the artists videos as well. Especially the studio inspired shots from the video for ‘Lights’

I was able to achieve this type of shot by, first in the studio, using the lighting to only light one side of her face and then, in the narrative location, shooting the shot at an angle so that the light is only really seen on one side of her face.

Music VideoCamera Techniques: I used a few different techniques within my footage such as in the studio setting I did a pan shot where I moved the camera from left to right across the artist whilst she was singing. This allowed me to cut this up and place it in the correct position to match it up to the song lyrics for lip synching.

For the each of the different settings I had still and shaky shots. During the studio shots I had used a tripod in order to get the still studio/performance look I wanted. However, when I was doing the narrative shots I didn’t use the tripod because I wanted to get the conventional narrative look that you get in songs such as Ellie Goulding’s ‘Your Song’.

Music VideoEditing Techniques: The pace and beat of the song are two of the most important parts of my editing because as a conventions of most music videos, the cut of the shot tends to be on the beat or done by the pace of the music. So for example, if the pace of the song is fast then the shots will be cut at a quicker pace. The beat and lines of the song tend to also be a good indication of when to change a shot as well. Ellie Goulding’s ‘Lights’ was what I used as my inspiration for when to cut shots and change locations. This is because the conventions and some of the locations were similar to mine.

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Music VideoEditing Techniques: Lip SynchingOne of the other major editing technique I had to use was getting the lip synching at the correct time. This meant I had to match the artist up with the line they were singing in the music. This makes the video look more professional.

Music VideoRepresentation:

The general representation of a female artist in the pop/dance genre is they are shown to have a lot of energy and to be bubbly. The are shown to dance around a lot in a studio form of performance and then during narratives it then depends on the story behind the narrative. This can be shown in videos such as:

Ellie Goulding – LightsFlorence and the Machine – Rabbit Heart Rihanna – We Found Love

Music VideoLinks between the visuals and lyrics: Creating links between the lyrics and the visuals was difficult and is not typically seen in an Ellie Goulding video. As I used a studio performance to parts of the song, creating a link or actions to go with the lyrics wasn’t as easy, this is because the lyrics didn’t allow this to happen. During the narrative I was able to portray the artists emotions and this again wasn’t easy to link into the lyrics but was easy to put actions too. A video that also does this type of thing is Ellie Goulding’s ‘Your Song’.

This isn’t something that is typical of this type of video but is often seen in my artists videos. The videos and artists for this genre normally create a story that goes with the lyrics to the video and uses the visuals to portray the meaning behind the lyrics.

Music VideoTarget Audience:

The typical audience for music in this genre, dance/pop, is young teens to adults in their late 20’s. They also tend to be a stronger female audience, rather than a stronger male audience. The evidence for this can be seen in things such as social network sites such as the likes the artist has on Facebook ect. However, with the way I have filmed my video and how it is presented I would still have the gender typical audience but the age for my audience may decrease to the younger end. So this would be younger teens to younger adults.

Design Conventions:

Digipak The typical back cover for a digipak has these conventions:• A list of the tracks• An image or pattern related

to the rest of the digipak.• A barcode (for sale

purposes).• Record company and copy

right information.• Record company and

publisher logos.

The front cover of an album will an image of the band or an image that relates and is seen as a convention of the band. It will also have the name of the album and artist.

This panel can contain a few things. So there isn’t really a convention. However, the typical things seen can be; Thank you’s, a quote, lyrics or even the track listing if it isn’t on the back cover.

This panel is conventionally an image of the band.

This panel is typically the side in which the CD is placed. This can be in the forms of things as seen in the image or even just a pocket.

DigipakMy Final Design:

As one of the conventions I have used a quote from the lyrics for this inside panel. The background is an image of the artist that is continued from the other images seen on the digipak and the magazine cover.

My front cover has an image of the artist, their name and then the album name. These are all conventions I have kept to and something that most artists do.

This inside cover is the CD panel and I have decided to use a place holder rather than the pocket. I also used another image of the location of the images.

I have the conventions of a typical back cover: • A list of the

tracks• An image or

pattern related to the rest of the digipak.

• A barcode• Record

company and copy right information and logos.

MagazineMy Final Design:

For my magazine I have used and challenged conventions of an advert for a digipak in my chosen genre.

I have kept to the conventions by things such as:• Having an image of the album and or the artist.• The ‘Including’ for telling the audience what

tracks are on the album that they may know.• Adding in the record label logos.• There is the URL for the artists official website.

I have gone against this by:• Having and advertising the tour at the same

time. So this includes all the tour dates as well and where the artist is at that date.

• I have also added in where the album can be bought so I put in the amazon logo.