This is Question 1 of my Media Music Video Evaluation.

1. Q1: In what ways does
your media product use,
develop or challenge
forms and conventions of
real media products?
Jordan Payne

2. 1.
In this still image we can see Ben Howard, the singer/songwriter of the song I
used in my music video project, “Keep your head up”. The media convention that
is being used in this still is that the composer/artists is in the music video and is
seen performing the song in the music video. This convention is used in a lot of
singer/songwriter music videos. The artists has a guitar in his hand and is singing
along to the song. This image of a guitarist links to his magazine advert which you
will see later on.

3. 2.
In this still we can see Alex the male character in the music video. The
convention that is being used is the use of actors/ characters to tell a story
that relates usually to the artist or the song in the video. In our music video
Alex was a guy who had just broken up with his girlfriend and was struggling
to recover from it. We follow him on his emotional journey to get over his ex
girlfriend. Acting out the story is the media convention in our music video.

4. 3.
Here you can see the magazine advert or our music video. The convention
seen in the magazine advert is the Largest text on the advert will have the
Artists name in it. This is shown above. We put our artists name at the top as
well so that the audience read that bit first. It is in big lettering so that it
stands out above the rest of the writing and the reader will remember the
name because it’s the first thing they read on the magazine advert.

5. 4.
Here you can see the digipak layout. The convention used here is the symbolic
image of the guitar on the front of the album cover. This image is used in the
digipak, the magazine advert and the music video so the guitar links all three of the
medias together. The guitar is a representation of the artists. When people think of
ben Howard they think of his guitar and his acoustic sounds in his songs. This
symbol is then effectively used on the front of the album cover and when people
see it they will know straight away that the guitars represent Ben Howard. The
guitar is like Ben Howards trademark.

6. 5.
Here you can see another convention that we used in our music video. We
involved the artists in the music video performance. This till is from the end of
the video. When you watch the clip you can see him walking away into a
woodland. This is a convention because the artists is also acting in the music
video. By having the artists walk into the woods this relates to the girl
character in the music video as she is also in the wooded area.

7. 6.
Here you can see the still image of Hannah, the female character. In this shot
we panned around her slightly. This is a media convention used in music
videos. It is to get different viewpoints and angles of the certain person in the
shot. We had our camera on rollers but which is also another media
convention of music videos. This is used a lot to create a spinning effect of the
camera going around the character.

8. 7.
Camerawork is a very big part of any music video. The use of long shots are
common in a lot of music videos. The still image above is showing off one of
our long shots that we used in our video. We used this media convention
because it establishes the shot location and gives the audience time to
analyse the location and work our where the video is set. The long shot in our
video is quite effective because the next shot of our female character is of her
exiting the wooded area. So this shot basically shows that she is heading
towards the exit through the long shot of the camerawork.

9. 8.
Here we can see the female character looking into the distance. This shows
she is thinking about her past. This shot not only shows her emotions but it
also reflects the words in the shot. The lyrics about keeping your head up and
staying strong through hard times and this is exactly what she is doing in the
shot. This is a convention of music videos. We used this conventions as we
thought it would be an effective way to link the shots to the lyrics.

10. 9.
Lip syncing is the main focus of our editing. We collected all of our footage and
synced it all together so that it looked as if each person in the shot was actually
singing the song. Lip syncing is a media convention used to emphasise the lyrics
and in this still image we have edited many people lip syncing together so it
creates a better effect because they are all singing at the same time and in
tune with each other.

11. 10.
In a lot of singer/songwriter music video’s you see male artists with a unclean
scruffy fashion look. While in our music we decided to challenge this
convention and have our artists looking clean and trendy and fashionable.
This made our artists stand out from all of the other singer/songwriter
artists. We were trying to add the effect that our artists doesn’t follow the
rule, he just does what he feels. We were hoping to set a new trend/look
for all singer/songwriters. This is what made our character different in his
music video.