1. Question 1: In what ways does
yourproduct use, develop or
challenge forms and conventions
of real media products?

2. The media product I have created is a music
video for the heavy rock/pop punk music genre.
The music video is for the band ‘In Transmission’
for their song ‘Tonight’ and I have gathered
several various pieces of footage and ideas to
create this video. The video on the whole fits
intimately with that of the other music videos
in the genre but is however also relatively
original and interesting.
It is very common to see three main things in
this particular genre:
- Firstly there is the element of the live
performance shot, as stated by Andrew
Goodwin as one of the 5 key aspects of a music
video, most prominently in that of the rock or
metal genres.
-Secondly there is the element of a dark or
mysterious nature, for instance in my research
of the genre I watched the music video for
‘Fixed at Zero’ by the band VersaEmerge, this
video contained many dark and gothic like
elements to the video such as the lead singer

3. Andrew Goodwin stated in his general
conventions of a music video that there
are five main aspects to every music
video production. It is noted that
despite Genre, music videos most
commonly consist of:
- Genre Characteristics:
- A relationship between lyrics and
visuals
- A relationship between music and visuals
- The Demands of the record label
- Frequent reference to the notion of
looking
- Often has intertexual references

4. These are the general conventions of the
Rock Genres Music Videos.
Narrativ

5. These nine frames I believe explain my
music video’s various aspects which I
will go on to explain.

6. This establishing shots
shows the band in their
hung over state as they
sleep at various points of
the bedroom floor. This is
an effective shot in my
opinion as it first
introduces the band as a
everyday, normal like
group who tend to enjoy
themselves. The props
used in this frame are
extremely efficient in
exploring the storyline as
all the empty bottles of
alcohol explain why the
band are passed out on the
floor. It is also
important to note that the
greyscale type effect has
been used in post
production to create a
dazed and again ‘hung over’
appearance on the shot,
This shot furthermore
establishes a storyline in
the video, as we see the
band also have no
recollection of the
previous events, or idea
what is going on. This shot
works well as it elevates
the audience to a neutral
ground with the band as
neither have any idea of
what is to come, apart

7. This live performance shot
is a key aspect of any
music video in the rock
genre, according to Andrew
Goodwin. I personally think
this shot is effective as it
brings in the idea of the
time frames with the day
and time in the bottom
right hand corner. It also
for the first time
introduces the band in
their ‘professional’ role as
musicians and lets the
audience understand their
roles in the band as a
result. Once more tying
into the ideas of Andrew
Goodwin it creates a
strong link between the
music and the visuals as
you see the band playing
along in time with the
music that accompanies it.
This is an effective shot
as it gives the viewer an on
stage perspective,
something which would be
very rare in a live
situation. It is also very
common in music videos for
the same reason and
creates a convention which
is consistently followed
throughout many
productions, also

8. This close up shot is an
extremely effective
medium in introducing the
lead singer of the band,
also developing the ‘star
image’ that is required by
most record labels. Not
only this but it links to
another of Goodwin’s key
aspects in the sense that
a relationship between the
lyrics of the song and the
visuals in the video are
clearly established. This
shot is also key to
conform to the
conventions of the rock
genre, an aspect which
was important to the band
in the production of their
music video.
The shot present on the
left I believe to be a
very useful shot in
gathering a sense of
personality to the band.
This is a very important
aspect to be included as it
allows the audience to
come to terms with the
bands personalities, which
can make or break a band.
If they appear to be a
humorous and entertain

9. I particularly think of
this shot as extremely
effective in conveying the
bands attitude and genre.
The way they are set up
and their actions
instantly make them
recognisable as a rock
band, which is useful in
enabling the audience to
understand the band. The
long shot of the band,
with a full view of the
stage and every member
allows the audience to
view the relationship
between the band
members themselves. This
is useful to present each
band member in their own
right, yet still as part
of the band, for instance
you see the two
guitarists side by side as
they play their
This shot was used to
create a diversity within
the various camera angles
and shot types we have
used. The rapid changes
between shots is useful as
it adds to the general
conventions of the rock
genre, as well as creating
a clear sense of immediacy.
The shadows cast onto the
wall in front of the stage

10. This over the shoulder
shot creates a sense of
normality in the video and
depicts the band as down
to earth and ordinary
people. The shot appears
un staged and gives the
shot a natural feel, as if
the camera was not even
there; like the viewer was
merely sitting in the room
with the band. The relaxed
and warm lighting used
creates a comfort for the
audience in contrast to
the flashing lights and
movements in the previous
scenes. It is almost like a
breather for the audience
before they are thrust
back into the crazy world
of the band, portraying
the band as rather fast

11. This medium shot of the
Drummer of the band
waking up was taken
using inspiration from
Asking Alexandria’s
music video for their
song ‘To The Stage’. The
idea of the band waking
up from a drunken night
runs similar to the
storyline of this video,
an example being the
two medium shots of
the band members from
each video on the left.
The lighting used in
both videos is also
similar in the sense
that both videos
clearly display a sense
of daylight as the light

12. Once more this medium
shot of the drummer is
a shot type used
throughout many music
videos within the rock
genre. In my video
there is a clear focus
on the drummer,
engaging the viewer
with the band member,
establishing a
relationship.
The lighting used in
both videos is also
similar in the sense
that both videos depict
a flashing and vibrant
colour which creates a
sense of urgency and
excitement, which links
with the tempo and

13. The medium shots
presented here feature
members of both
groups being slapped or
punched in the face
from a similar camera
angle. Although random
and not a convention of
the rock genre, the
unusual shot adds a
sense of originality and
diversity to the range
of shots presented in
my video. The idea did
not however come from
an existing music video,
but from a film called
‘Jackass – The Movie”.
The characters in the
film are very wild and
crazy and portray

14. My Poster Existing Poster

15. It was important when
designing my poster to
convey a consistent
design between it and
my digipak. There must
be an element of
synergy that links the
two together in order
for an effective pair of
ancillary text’s to be
created, and work well
with my main product,
my music video. As I was
using a different design
on my poster to my
digipak I found it
necessary to use the
same fonts and colour
scheme through out the
two products. I also
decided through my

17. In order to
maintain a
professional and
effective
combination
between my main
product and my
ancillary text it
was essential to
make the band
look as if they fit
the rock genre.
Through my
research into

18. Through my research in class into the existing
products that exist I stumbled upon the Biffy
Clyro album artwork and instantly liked the
design. Tying in the theme of nature and the
band being unsigned and young I thought it
would a great idea to interlink the idea of
nature and the seasons into my artwork. The
general concept of the bare tree was to signify
winter and hard work, which would be considered
the slow burning and tough part of band life at
the very beginning. As the band progress and
more alums are made the tree could enlarge

19. It was important to maintain a sense of
consistency throughout my ancillary texts and
music video. In order to do so I decided to use
the bands logo featured both above and below
on both texts, and also develop a font
(featured below) to use also. To do this I had
to gather an idea of what kinds of fonts and
styles are popular in the industry, and what
works effectively. Through my research into
the digipak for the band ‘Paramore’ on their
album ‘riot’ which is displayed on my blog, I was
able to do so. The album consists of a
‘scratched’ type font which appears as if it has
taken course as some kind of vandalising
perhaps has been done by the band and ties in
with the rebel image usually associated with
the rock genre. The digipak is also very simple
and only uses two colours on the font, black
and orange; black for the background/main body
and orange for the title, to make it vibrant and
stand out.