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1. EVALUATION
QUESTION ONE
IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

2. Genre is a category of art, music, film or literature. As these particular forms of
media are very wide, we use genre’s to break them down easier for
audiences/consumers such as in film: Sci-Fi, Horror, Action. Genre’s often have sub-
genres which break down the category even more to make it more specific such as
the rock genre in music.
There is: Alternative Rock, Punk, Grunge, and Metal, Post-Hardcore etc. Although
they all fall under the same overall genre of rock, these sub-genres are all different
within themselves and it is important to have genres/sub-genres as it allows the
product to be focused on a certain demographic rather than trying to please a
larger audience. In turn this allows companies to identify with their audience as they
can bring out and market products specifically to them.
Alternative
Rock
Punk Grunge Metal Post-Hardcore

3. Within the music industry, genre is very important to lock down as a producer or
institute can market an album or artist on a specific audience, for example; Kanye
West.
Kanye’s music falls under the genre of Hip-
Hop but the brand of Kanye extends further
than just his music. As well as his music,
Kanye also promotes his clothing line
Yeezus, the music streaming app Tidal, as
well as his persona of having a big ego and
how much he loves himself. All aspects work
with each other as he is able to promote
different products though his other
products and raise awareness through his
massive twitter fan base.

4. Music video genres can be easily identified by costume, look and sound. Rock will
feature their artists dressed in black or other dark colours normally with graphic tees
linked to the genre in some way or would wear street clothing to be more relatable to
younger audiences.
Here we can see Moose Blood drummer Glenn Harvey
wearing a Thrasher hoodie. Thrasher is a skateboarding
brand, very popular with today’s youth.

5. However artists within my chosen genre
(Indie Rock/Folk) would be dressed a lot
more casual, retaining some of the
conventions of those in Rock. However,
clothing would be lighter and would be
more simple, old fashioned and plain.
Also, little use of body modifications on
their artists however tattoos may still be
present.

6. When talking of music videos within my chosen genre, depending on the
artists/band and their popularity, there videos can range from being very cinematic,
hiring big directors and shooting on sets with a whole crew to having a much
smaller budget and having the end product look like a home-made movie.
Phillip Phillips – Home Coldplay - Paradise
The use of filters is conventional of
the genre and the style of filming is
key for more independent and
smaller budget videos as the
artist/band still needs to keep the
audience’s attention even without big
locations or amazing visuals. In turn,
smaller budget videos with filters will
have a more artistic look.

7. In my video I have used grain and colour correction in order to enhance the look of
the video, keep the viewers’ attention and help the video look more professional.
ORIGINAL SHOT FINAL SHOT

8. My genre normally questions traditional conventions of other genres which are
what sets my genre apart. There does not have to be any narrative or performance
elements within videos from my genre, however I did notice that most of the videos
I saw from my genre were either performance or concept.
The most common form of music video is Performance/narrative which is where
there is a mixture of performance (lip syncing) with a story line which links in with
the lyrics.
Wheatus – Teenage Dirtbag

9. Within my video, although I have used performance, there is no clear narrative as
we can see that the character is sad/depressed however there is never any context
on why.
It is as if there is a middle of a story however no beginning or end. This allowed me
to unintentionally challenge the conventions of my genre by opting with both
performance and concept as videos from my genre would normally consist of one
or the other.
Having both in one video
would set my video apart
from others and hopefully
engage an audience who
would be interested in
seeing both within one
video.

10. In regards to my Digipak, after researching many digipak and album covers within
my genre, I noticed that there is hardly ever any use of the band or artist on the
actual cover.
The artwork would normally consist of either scenery, would have use of old
photos, or the photos are highly edited, sometimes even being completely
computer generated. The images normally have no context and are rarely related to
the artist/band or to any of their works, however would have a link to the album
name, but even this can either be obvious or conveyed through meaning and signs.

11. I didn’t want to create an album cover from scratch on a computer as I knew my
skills with programmes such as photoshop were not up to the level required for
such a task.
I opted with a photoshoot using an iPhone 6+ camera (8MP iSight) of the area
surrounding my house as it would be conventional of my genre.
Using both photoshoot and the iPhone app VsCOcam, I was able to get a blue tint
to each of the images which allowed me to get a consistent theme throughout.