1. Evaluation Question One Q1: In what ways does your media product use, develop or challengeforms and conventions of real media products? Bradley Stearn
2. Introduction• Our music video follows the conventions of the Indie Rock genre more than challenging them. However there are a few aspects of the video that challenge the genre and it’s conventions.• In this slideshow presentation I am going to show screenshots from our music video, and annotate them explaining how they follow/ or challenge the conventions of the genre.• I will also be giving examples from existing indie rock music videos that I have looked at during the production of our video.
3. This screenshot shows the two guitarists in our music video performing ina small music venue. The guitarist to the right hand side is also lip syncingto the song, which follows the conventions of Indie Rock of having theperformance in the music video. Our indieOur music video rock bandfollows the first consists ofpoint in Goodwins male bandTheory in that it has members.the genrecharacteristics ofindie rock.The guitarists are both wearing casual costumes in Our music video challenges thethe screenshot above. They are both wearing conventions of the genre, as we do notskinny or slim fit jeans, with shirts. One has his top have a typical band set up.button undone on his shirt, making him look casual Conventionally you would expect toand chilled out, the other guitarist has his shirt see a drummer, and maybe acompletely unbuttoned which shows his black t- keyboardist. In our video we only seeshirt. Both these costumes are conventional to the the lead singer with a guitar and a leadgenre, as they represent the musicians as every day guitarist. We only focus on the leadpeople. musicians, with the drummer and keyboardist not being shown.
4. Using a small music venue location within an indie rock music video is veryconventional to the genre. A music video that I came across during my researchthat used small venues included ‘Na na na na na’ by the Kaiser Chiefs. The musicvideo contains multiple music venues, small and large. The screenshot belowshows a small venue used.Similar to our ownmusic venue, the bandmembers in thescreenshot are wearingcasual costumes. Whichconsist of skinny jeanswith a shirt or a t-shirt.This is aconventional bandsetup, a leadsinger, guitarist,bassist and a The Kaiser Chiefs consists of all male band members,drummer. this is conventional to the indie rock genre, and is something that we followed in our own music video.
5. Specific shot types and angles are conventional to the indie rock genre.In most indie rock music videos there are close-ups of the lead singer.There are also close-ups of the other band members, however the leadsinger will get the majority of the show time.Andrew Goodwin’s fourth point isabout the ‘demands of the recordlabel’ that produced the song. Thismeans the artists must be shownthrough close-up shots to sell theirstar or band ‘star persona’. Thisproduces a visual ‘motif’ that canbe included in future music videos. From this angle we get a glimpse of the stage lighting that the band are seeing. With the spotlight creating a glare In the bottom left corner, we get an insight into what the lead singer is seeing, this is ‘notions of looking’.
6. The lead guitarist in our music The close-up and medium shots display his electricvideo is also shown through guitar and the chords and strumming he is playing.close-up and medium shots, This adds an illustrative connection between the musichowever not as much as our and the visuals as we are able to see what he islead singer. playing. The electric guitar is also a conventional instrument to use in a band.The flashing lights inour music venue scene The lighting techniques in the shot shown is conventional to aare conventional to a gig scene in a music video. The screenshot from the videorock music video. They used low key lighting with a slightly red coloured tint, whichadd excitement to the gives off the effect of a live gigscene
7. Below is a screenshot of the bands lead guitarist as The silhouette visual used ina black silhouette figure. We used this shot for our music video is illustrativearound 3 seconds in our final music video, along to the music. The shot has awith a photographed version on the back panel of build up before it, with twoour digipak. similar shots in different locations. The sound of drum symbols crashing act as a transition into this powerful shot. These shots are cut to the beat. We didn’t use the silhouette shots much in our music video. We used one for about 3 seconds at around 55 seconds into our video. The shot is powerful when it first appears, and adds variation.An indie rock music video will contain various types of lighting stylesand methods. The majority of our music video consists of naturallighting which came from the sun, with the added extra of smallportable lights that we used. The silhouette was achieved bybacklighting the subject in a dark location.
8. I found a similar shot in the music video for ‘Little Shocks’by the Kaiser Chiefs. The guitarist is shown in a low litlocation, with a spot light back lighting him which createsa black silhouette figure.
9. A convention of indie rock music videos that In our music video we included narrative in thealmost always used is the juxtaposition of same locations as the performance shots wereperformance shots in various locations and at. The example shown below shows a shot ofcameo performed narrative. Harry performing the lip syncing of the song at the rural location. The second screenshot shows Jason and Stevie acting for the narrative in the same location. Jason as performing a cameo role in the narrative, as he is a band member. In these performance shots Harry has a direct gaze to the spectators, which has a notion of looking as the audience will stare. backWe challenged the conventions of the musicgenre by including a rural location. Usually you Within the narrative sceneswould expect to see an urban location. the spectators watch theHowever I feel that this develops the genre, as relationships in ait works well in our video. voyeuristic way.
10. Another media product that follows the similar This video is similar to our own conventions that are used In our own product is as it includes small amounts of ‘Always where I need to be’ by The Kooks. narrative between performance scenes. TheThe music video consists of mainly narrative scenes are in theperformance shots in various locations same locations as thearound the city. An example performance performance. The cityscapescene is on the rooftop which shows the shots shown below show acityscape in the background. performance and narrative both on a rooftop in the city.The conventional lead singer with a microphone and instruments of a drum kit andguitar are shown in this music video.
11. The motion tracked visuals on the garage door that we usein our music video give us an insight into our lead singersmind. He thinks about his ex girlfriend and her newboyfriend, we then see a flashback image on the garage ofwhen they used to be together.In this scene the leadsinger wears a comical t-shirt with a joke which isan intertextual referenceto the Star War’s films.This costume creates asense of humour with thelead singer, which maymake him appeal more to This could be ‘notions of looking’ as wedifferent audiences. are able to ‘watch’ and get an insight through the visuals, which show what the lead singer in the music video is thinking about.
12. There is a contrast between the clean wall and the graffiti on it, which makes itstand out to the spectators. One of the pieces of graffiti art shows guitar legendJimi Hendrix playing a guitar. This is an intertextual reference to classic rockmusic videos, which links our genre of indie rock to the original rock genre. Rock music videos conventionally include multiple locations for the narrative and performance scenes. In our video this location appears as the third scene, with the pan shot of Harry strumming his guitar as he walks from under the bridge. In total there are ten different locations used in our music The lead singer has a direct gaze to the spectators video. in this scene.
13. Locations/Scenes• As stated on the previous slide, indie rock music videos conventionally include many different locations and scenes.• Our different locations/Scenes in the order of appearance are Jesus Green, Castle Mound, Bridge, Wooden Walkway, Garages, Shopping street, Man on the Moon music venue, Shopping centre, Coffee shop and the Council estate.• Having so many different locations keeps the music video entertaining to watch, as it doesnt become too repetitive as it would if it had less locations.• In a music video that I analysed technically for the research of our own music video, ‘Kings for the Weekend’ by Missing Andy, I found that it had 5 different scenes throughout the video.• Click here to see the analysis http://slidesha.re/S505OF
14. Our magazine advert is fairly The two guitarists fromconventional in the way we our music video areformatted the information on shown wearing casualit. The band name is clearly clothes which includeshown at the top of the advert, skinny jeans withwith the album title shown in a hoody’s.smaller font just below it.We edited the photo to beblack and white, along with Institutionalthe sky replacement with information is shownstars that we did. The small on the bottom right ofamount of colours such as the advert. Thisthe red and blue that are includes a strap linevisible stand out. review by ‘The Fly’, a very popular indie rockThe story that this advert tells is magazine in the UK. Itthat there may be relationship also includes logosproblems between the three from the record labelcharacters, the rip down the Links to social networking ‘Aware Records’, andmiddle implies this. websites Facebook and Twitter the production andConventionally indie rock will be were the fans will go to distribution companyalbums have a story behind find more information about the ‘Sony BMG’.them. album.
15. Shown on this slide is aconventional magazine The album name isadvert for an indie rock shown below theband album. band name just like it is on our magazine advert.The band name‘STEREOPHONICS’ is clearly Institutionalshown with a large bold and information orcapital font at the top of the logos are notadvert. These words are the shown on thisfirst to be read on this magazineadvert. advert, thisBand members are shown challenges thewearing casual costumes conventions. This challenges theMinimal colour is used conventions.just like in our advert. The layout of thisDifferent versions of the album are available to purchase, including advert is similar todigital downloads and a DVD version. A link to the official band ourswebsite is at the bottom of the advert, more information on thealbum would be on the website.
16. The close-up of our bands lead singer on the front cover of thedigipak follows the demands of the record label that ourpromotional package has.The front cover of the The band name isdigipak doesnt give clearly shown alongtoo much away, it is with the album name insimple but effective a smaller font below it.with it’s style. The white glow helps the text stand out more from the starry Institutional background. information includes the two strap line reviews that we added, from NME and Q which are leading music magazines.
17. The simplistic style of this Kasabian digipak is similar to ours. The band name is shown with a bold font, there is no album name on this digipak because it is the same as the band name. The physical version of thisThe graphic on digipak that I ownthis front cover has a sticker onshows a the top left. Onmysterious this sticker isperson with informationwhat looks like a including themask on which singles included incovers their face. the album, and aThis doesnt give selection of topanything away strap line reviewsabout the album, from musicsimilar to our intuitions.front cover does.