Evaluation Task 1IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

What are forms and conventions ?

A form is the overall shape of a media product e.g. a music video or a film

The media form will typically determine the medium that is used, the length of the product and the content that is contained.

Media comes in a format that we recognize; like a list of ingredients, or a set of clues. So if you see horses, a desert, some cowboys and tumbleweed – you know you’re watching a Western

Conventions are the established features and style of a media form e.g. the conventions of a pop video would include, high key lighting, bright colours, lots of close ups of artist, romantic narratives etc.

Camera We researched into the music video changing the seasons by Two doors cinema.

• In their music video, they have chosen to use many close ups and medium close ups shots to help the band build recognition and they also show the audiences their style(indie rock).

• Long shot are also used a lot in their music video, to show they are in a group together, which is commonly seen as rock bands tend to focus the on the whole band rather than an individual.

• For our music video, we followed the conventions and used many shots which are similar to ‘changing the seasons’

• The first picture on the right is a long shot we used in our music video. It helps us to show the audiences that the band members are wearing similar outfits which shows they are a group.

• The second picture is a close up shot on the guitarist playing guitar, this helps us to show the guitarist’s skill as many audiences in this genre are musicians themselves.

• The third picture is a close up on the lead singer lip syncing, this allow us to help the band build a recognition.

Changing the seasons I’m so sorry

Editing Maroon 5 – One More Night- We researched into the music video One

More Night by Maroon 5 for the editing. This song is very energetic and fast. The editing matched to the pace of the song which emphasise temp and the emotion of music.

- They also cut the video to the beat. For example, the boxer throw a punch when there is a heavy drum beat. This helps to emphasise the beat of the track.

Our MV – I’m so sorry- For our music video, we also edited it to

match with the pace of song to show the emotion of the music. For example, we have the boxing part for the fast part of the music and lead singer lip syncing for the slow part of the music.

- We also used the technique to cut on the beat. We cut to the character bump his fists when the beat dropped. This helps us to show the power of the track and emphasis to the structure of the song and the arrangement of the track.

Editing – discontinuity editing Discontinuity editing is often sued to add visual interest and make the video look more epic. Pedigree dog adverts used slow motion to show the excitement of dogs looking at food, it’s something that we don’t normally get to see in detail.

We used a slow motion shot in our fighting scene to break it up, it allows the audience to see the brutality of the punch. Also the slow motion shot makes the boxer looks more manly and tough, links with the tone of the track.

Lighting Imagine Dragon – Gold They used very bright lighting in a dark environment, creates really strong contrast, fits in with the rock genre.

We also used strong contrasting lighting in our music video. We tried to create a film noir lighting which helps to suggest danger and tough. The extreme contrast of dark and brightness also fits with the indie rock genre.

Costume, hair and make upArtic monkey - R U Mine, the band members are doing their hair in the car. They also used close up shots on their rings and clothes they are wearing, shows the band is in the indie rock genre and they are wearing similar clothes to their audience.

In our music video, we also used wide angle shots to show all three members are wearing dark clothes such as back t-shirts and leather jacket, which fits in with the indie rock genre. We also used some clothes up shots to show their make up as it’s also dark and it makes them looks tough.

Performance In the music video ‘Ready to start’ by Arcade Fire, they performed on a stage to show how they are going to perform on their concerts. It also shows they indie rock band images to the audience.

In our music video, we had close up shots on band members playing instruments and lead singer looking directly into camera. This gives a sense that they are communicating directly with the audience, gives audience intimate experience.

Digipak

We researched for many indie rock band digipaks. We found out they mainly use B&W as main colour and simple graphic image to show the genre they are in. The digipak above is by Arctic Monkeys, it simply illustrates their music style by using bold fonts and B&W cover.

I used Adobe Photoshop to create our digipaks. I also used B&W for the cover as it helps us to show the indie rock band image. We designed a graphic phoenix logo to link it with the band name. I also chose a really bold font as it links with the attitude of the band. Furthermore, I put a picture of the band members on the digipak as our ‘focus group’ think that can show the band image clearly.

Website We used WIX to create our homepage. We used B&W for the homepage as it links with the digipak and the MV. We have the band name and logo on the top simply promoting the indie rock band image. Below the logo we also have the latest news such as tour and music video for fans to see. The menu directs to gallery and store for fans to check out the band information and merchandises.

We research for many indie rock bands’ homepage before we designed our homepage. The image below is the homepage of Imagine Dragons. They have their band name on the top and a menu to show their news and tour etc. They also have a slide to show their latest news such as their new music video. The homepage is very simple and straight forward like their music style.