EVALUATIONEVALUATIONQuestion OneQuestion One

Olivia KellyOlivia Kelly

In what way does your media In what way does your media product use, develop or product use, develop or

challenge forms and challenge forms and conventions of real media conventions of real media

products?products?

How did our media product How did our media product useuse forms and conventions? forms and conventions?

It was crucial when planning our music video that we researched the It was crucial when planning our music video that we researched the genre in which we were using within our media product, that being genre in which we were using within our media product, that being the indie/alternative genre, to ensure our video was as realistic to the indie/alternative genre, to ensure our video was as realistic to the genre as possible and it attracted the ideal target audience. the genre as possible and it attracted the ideal target audience. One convention was the clothing in which we chose for our main One convention was the clothing in which we chose for our main character was very stereotypical to the indie genre with the use of character was very stereotypical to the indie genre with the use of a snapback, a casual jacket, skinny jeans and trainers. The a snapback, a casual jacket, skinny jeans and trainers. The audience are then able to both relate and establish the genre of audience are then able to both relate and establish the genre of our music video. Another example of the conventions of the indie our music video. Another example of the conventions of the indie genre within our video was the use of a narrative in which the genre within our video was the use of a narrative in which the video and lyrics had no actual relation to one another, this is often video and lyrics had no actual relation to one another, this is often seen within indie music videos. Linking to Goodwin’s features, the seen within indie music videos. Linking to Goodwin’s features, the music and visuals also matched one another, in one scene for music and visuals also matched one another, in one scene for example, the character is relaxing with the teddy bear on the sofa example, the character is relaxing with the teddy bear on the sofa this then switches between another scene in which the character is this then switches between another scene in which the character is having a cup of tea with the teddy bear; at this moment in the having a cup of tea with the teddy bear; at this moment in the video the music has slowed down dramatically in pace and there is video the music has slowed down dramatically in pace and there is no beat heard unlike through the rest of the video where there is a no beat heard unlike through the rest of the video where there is a continuous beat heard throughout, this matches perfectly with this continuous beat heard throughout, this matches perfectly with this particular part of the music video. particular part of the music video.

How did our music video How did our music video developdevelop forms and forms and

conventions?conventions?We developed the forms and conventions within our music video by We developed the forms and conventions within our music video by

researching into a variety of other music videos in the indie genre. researching into a variety of other music videos in the indie genre. There appeared to be different ways in which the videos were There appeared to be different ways in which the videos were filmed, with a number of different camera effects and narratives, in filmed, with a number of different camera effects and narratives, in particular we noticed that the lyrics usually contradicted the visuals particular we noticed that the lyrics usually contradicted the visuals of the videos. For this reason, we decided to make our music video of the videos. For this reason, we decided to make our music video a contrast of these features and develop these ideas further with a contrast of these features and develop these ideas further with the help of the HD quality camera in which we used to film our final the help of the HD quality camera in which we used to film our final product. This allowed us to illustrate the characters journey product. This allowed us to illustrate the characters journey throughout the music video, this being in relation to Goodwin’s throughout the music video, this being in relation to Goodwin’s features as the music almost reflects both the characters features as the music almost reflects both the characters personality and activity at a specific moment within the video. The personality and activity at a specific moment within the video. The evident deterioration of the character is made clear to the audience evident deterioration of the character is made clear to the audience by using a number of effects, from a reasonably happy and cheerful by using a number of effects, from a reasonably happy and cheerful beginning, with a blend of shots to show the characters love for the beginning, with a blend of shots to show the characters love for the teddy bear, then onto the close up shots within the garage scene in teddy bear, then onto the close up shots within the garage scene in which there is an obvious contrast of both happiness and distress which there is an obvious contrast of both happiness and distress within the character, and eventually the last scene shows the within the character, and eventually the last scene shows the collapse of the character in which a distorted effect was used as the collapse of the character in which a distorted effect was used as the character ‘murders’ the teddy bear; this is all reflected through the character ‘murders’ the teddy bear; this is all reflected through the careful use of camerawork and editing.careful use of camerawork and editing.

How did your media product How did your media product challengechallenge form and form and

conventions?conventions?We automatically challenged the forms and conventions We automatically challenged the forms and conventions

of our media product when deciding on the ideal song, of our media product when deciding on the ideal song, rather than going for a stereotypical indie song by an rather than going for a stereotypical indie song by an indie band in which uses typical instruments indie band in which uses typical instruments throughout, we decided to go for a song within the throughout, we decided to go for a song within the sub-genre of indie, therefore we chose the sub-genre of indie, therefore we chose the indie/alternative genre. Often within indie music indie/alternative genre. Often within indie music videos there is expected to be footage of the band videos there is expected to be footage of the band itself performing the song, however this was another itself performing the song, however this was another way in which we challenged the forms and way in which we challenged the forms and conventions as we decided not to include this within conventions as we decided not to include this within our own music video, we felt this would take the initial our own music video, we felt this would take the initial focus off the narrative of the video and the target focus off the narrative of the video and the target audience would enjoy following the plot that is shown audience would enjoy following the plot that is shown throughout the duration of the video therefore making throughout the duration of the video therefore making the character and the unusual storyline the main the character and the unusual storyline the main focus.focus.