In what ways does your media product use, develop or challenge forms and conventions of real media products
Conventions of a punk-rock Genre As was mentioned earlier on, Here are the conventions of a punk-rock music video:
Fast paced and upbeat: Our music video followed this convention as the song was very fast paced. In order to match our music video to this we edited the video so that the visuals changed when the beat did. This gave our video a more edgy, rocky theme to it. For example at 2:53 of this video, as the drum beats increase so do the speed of the different images. This part was more tricky and fiddly to do, but eventually was achieved
Characters are usually shown smoking or drinking Throughout the music video we have images of smoking and drinking, as these things are very typical of Punk rock groups, most especially Joy division. Anti-Social Behaviours shown The three girls are seen stealing alcohol from the shop. This is anti-social behaviour as drinking alcohol is not permitted in public places and stealing is obviously illegal.
Dim lighting and hard edged Instead of just dimming the lighting, we actually made the entire video in black and white. The blacks and whites were sharp and very contrasted in order to give the more punk, hard edged feel to the video.
Band performance As Amy was the lead singer, we decided to capture performance shots in the green screen room. We showed the green screen scaffolding and used hand held camera again to give the ‘not-caring’ sort of vibe that Joy Division had about them. Her clothes are more or less hanging off, she is leaning the microphone stand over, the lights and green screen scaffolding are shown and she just lets loose which is again a convention of punk rock genres.
How our music video challenges other real media products With this music video, we wanted to show and give our own take on Joy Division portrayed through us 3 girls. For this reason a lot of the things we did in the video were referenced to things Joy division has previously done. Firstly, from research we collected famous pictures of Joy division taken by Anton Corbijn and took similar poses to them.
Our image is also in black and white, like Joy Divisions We are both wearing black. The long Jackets are also similar and represent that smart look that Joy Division had. The building where we shot had the similar underground, urban touch. The area is dark and empty has lights on the ceiling. I think that the fact all the members of Joy Division are facing their backs to the camera except for one allows the audience to establish the lead singer. The emptiness and dim lighting can also connote that they are in a world of their own and are different. Which is true as their music didn't really completely fit into any specific genre
In Joy Division’s movie, ‘Control’, there is a scene in which there is a continuous shot of the lead singer walking down the street with a jacket that has the word ‘hate’ on the back in capital letters. Similar to this we also filmed a continuous shot of our lead singer with the first word of the title on her back. As in ‘Control’, the camera concentrates on showing the character from the back, this is in order to force the audience to take notice of the writing. This also captures the audiences attention, as they want to watch more to find out what it is highlighted for.
Dark make up and eccentric hair styles:are usually seen worn by punk-rock artists. However Joy-Division didn't have this stereotypical look. Therefore we made it such that one of us would represent these typical punk-rock groups, while the others kept the classic look of Joy- division in order to get the best of both worlds. Compared with typical punk rock artists Compared with Joy Division Avrillavigne, a punk rock artist, wears dark makeup. Marwo also had very dark make up, which was exaggerated and highlighted with this extreme close up Hair is not anything extreme and has a more casual, ‘not bothered’, not brushed look Pink, has an eccentric pink colour in her hair as does Marwo with her flamboyant ginger No make up used. Simple and clean look
Why did we choose to have a gang made of females? We researched into other music videos and a lot of music videos that only contained males usually had a sense of violence or was gang related. Our favourite video was ‘Justice- Stress’.
This video contained a gang of boys who were quite antisocial. They all had the same clothes on which represented that they were in the same gang. And handheld, interesting shots were used a lot. We loved this idea and incorporated in our music video, using girls instead of boys which is shocking to the audience as girls are usually shown as sexual props and so hopefully let the audience understand that we disapprove of that and our video was a form of mockery in order to rebel against the way women are treated.We also used handheld, interesting shots to give the video and edgy feel similar to the ‘Stress’ video and we all wore the same clothes to represent members of the same “gang”.
Why did we choose to have the whole video in black and white? The most famous images of Joy Division were photographed by Anton Corbijn and are in black and white. This lead to the 2007 movie ‘Control’ (a film about the life of Ian Curtis- lead singer of Joy Division) to be shot all in black and white as this is the look they were well-known for. Therefore we decided to also shoot our whole film in black and white as Joy Division fans or those who know about them will be able to relate our music video to Joy Division, which is what we wanted to do as we still wanted to represent the Joy Division band.
Why did we choose to write the song words on our backs as a form of intertexuality? Also in the film ‘Control’, it begins with the lead singer of the band walking down the street and we then see the word ‘hate’ written on his jacket. This represents the feelings that the singer had. In our video we decided to incorporate this but instead wrote the words of the song on our backs. This was in order to remind the audience of the song title and to get them thinking more, keeping their attention.