This is my first question of my evaluation.

1. Question 1 - In what ways does your media product use, develop or
challenge forms and conventions of real media products?
In my music video I have conformed to the Grime forms and conventions through the lighting,
camerawork, costumes and scenery. Initially, in my music video I have introduced the artist
that is comfortable in the urban environment. I have used the scenery as a significant
representation to conform to the genre. This is shown by the first, third, fifth, seventh and last
photo in this collage taken from my music video. The area I have shot my video is in central
Bournemouth, most proven by the third photo where the directions to the train station are
shown. Bournemouth is particularly relevant and significant to me as this is where I have lived
for the last 10 years; therefore, it has personal significance to my life. The artist AJ Tracey
uses his birthplace to signify a location and to make the video personal to him; this is
especially prominent in the video “Leave me alone” whereby the setting and location of the
music video is all shot in this one location that means a lot to him and his routes. Therefore,
due to my music video having significant connotations and conventions from AJ Tracey’s
music videos, I have used Bournemouth as my prime destination to film my music video.

2. In my music video, I have also shown that I have conformed to the grime genre conventions
through the use of dark lighting. This is shown in all of the screenshots above. Dark lighting is
used a lot in many grime videos, primarily in a well known city. This is what my music video
tries to replicate as I have shot the video at night which makes the audience have an initial
though that this is a grime music video and it pairs effectively with the song of "You don't know
me". The dark lighting portrays a sense of mystery, danger and maintains a secret identity.
These connotations can also be drawn from the silhouette-like shots (shot number 8), as they
can signify connotations of the unknown, of which, suits the lyrics of the song by and song title
"You don't know me". The mysterious and dangerous connotations are common features of a
grime music video as my research found that grime is often related to crime, drugs, drug
dealing, money and other similar.
I have used props and costumes in my music video in order to conform to the grime genre
conventions. Although this was hard to conform to, as the regular grime artists flaunt their
wealth with the use of expensive clothes. I have used clothes and shoes that are brands that
are often associated with the grime genre. Brands such as Nike, The North Face and True
Religion are used in the music video as brands that have often featured in grime music videos.
If I were to remake this video, I would have used more expensive clothes and shown them
more often in order to flaunt wealth in order to conform to the grime conventions.
In my music video I used lots of tracking and panning shots to show movement in the video
which shows that the artist is not in one place. This gives the audience some pace even
though the general pace of the video is slow. However, with the use of the lyrics on the screen,
it is shown that the video has pace to it as the words flash and disappear on and off the shot
very quickly in order to keep up with the fast-pace lyrics. I used Premiere Pro to edit my music
video and the words on the screen was a simply edit, however, the use of constant words on
the screen in order to catch up with and directly match the pace of the lyrics became
challenging and time consuming. Despite this, I believe that this edit gives meaning to the
lyrics as a lot of grime songs, the audience do not fully understand the lyrics, at least in my
music video, the majority of the audience can take meaning from the lyrics. As well as this, I
used several special effects in order to add a sense of variety in the video. This is
predominantly shown in the shot where the shoes are shown to be walking at a slow pace.