Media Evaluation Task 1

1. EvaluationTask 1
Luca Chiarin

2. Conventions
Conventions in the music industry are what give the signs to the audience and portray
certain images across.Once a certain convention is put into a music video or a different
media product it will allow the audience to clearly see the genre of whatever has been
produced and the star image if it is a music campaign.Conventions and stereotypes are
crucial in the media world.They are usually shown by using editing, set design, camera
angles and mise-en-scene.

3. Conventions
* Conventions are put into two categories, technical and symbolic.
*Technical conventions are when equipment is used in a certain way to convey
something. So camera angles are often used in this; a low camera angle pointing
up at someone will convey power.
* Symbolic conventions are what is being filmed, so maybe what the artist is
wearing or the props that are being used on set. One example is if you were
filming a Hip-Hop music video a typical Hip-Hop convention is to have the main
artist dressed in baggy clothes with some jewellery on.

4. Artists that I have Looked at
* Bixel Boys
*Tchami
* Jauz
* Bonobo
*Thievery Corporation
* Kiasmos

5. Bass House Genre
The bass house genre is a sub-genre from house music with more bass sounds
involved in the songs.The genre is based around manipulating different bass sounds
and having heavy bass drops.Also using them in big break downs to add different
effects to the song is typical in bass house music.

6. MusicVideo – Set Design
Our set design was quite different, we went for a jungle theme with a lot of leaves around the dj
deck.The people were also dressed as gorillas to go with this theme. It is common for this type
of music to have quite a different non-specific music video and set design.There was no
narrative in our video and it was quite unclear at times who the main artist was.This is wat we
wanted as there aren't enough vocals for there to be a main artist for the whole video and it
really allows the audience to listen to the music and take it in.

7. MusicVideo - Conventions
* Our music video showed three different elements our first one was the Dj decks
with the gorilla, our second was the gorilla with the girls behind him and our third one
was our artist lip syncing with two girls dancing in the background.
*Watching videos from the same genre of music, they all have an abstract theme to
them and a lot of them don't even have people just animations and designs which
match their music.We developed on this as we thought it would be boring to make it
too simplistic so we added the people and all the other things in the video.
* However, we still stuck to the fact that there is no obvious narrative or main artist.

8. Music video Performance
*We focused mainly on making our video entertaining and aesthetically pleasing to the
eye.We did this by not specifying the character roles and making it different to other
normal music videos.
*We had four people dressed in gorilla suits and three different elements.This was to
keep our audiences entertained and keep them thinking about who the artist is.The video
goes well with the song as well which is good.
*The editing is quite fast with a few long shots when the music slows down or is building
up.We tried to make the people in the video look as natural as possible, especially when
we did the second element with the girls in the background.
*The gorillas added and extra humorous effect and also made it easier for our people to
let loose and dance naturally.

10. MusicVideo Lighting
*The lighting that we used in our video was quite dark and there were different colours like
green and purple as well.The dark lighting is common in music videos with this genre.As
there aren't often people or main artists the dark lighting allows the music to take control
of the video and the audience does not have to focus as much.
* This conveys a mysterious effect and goes with the convention of a typical bass house
music video.There are also a lot of flashing lights for when the song is dropping or
speeding up this emphasises the music and creates that 'club' feeling for the video.

11. MusicVideo – CameraWork
* In terms of camera work we used a lot of wide shots and close ups.The wide shots are good
because they incorporate the setting and all of the people so every part of the set in the video
is adding to the atmosphere that we are trying to create.
*The close up shots add a different effect, as they get close into the different people we used
for our video.This adds different emotions and feelings to the video as the facial expressions
which are shown really display that feeling of being somewhere where this type of music is
being played.

12. MusicVideo – CameraWork
*We also used an over the shoulder shot to display our artist when he was lip syncing.This
made it clearer that he was the artist as it showed him lip syncing. However, it also kept the
'mysterious' feeling, as we haven't seen his full face so the audience are still wondering who
he is and what he looks like.
*This really got his star image as being quite mysterious ahead and it shows that he
communicates with his music and isn't like a normal artists from the charts.This is also
another clear symbolic convention of the bass house genre.

13. Album Artwork
*With our album artwork we stuck to the theme with the leaves and we used a black and
white colour.There are no big pictures of the artist, he is just in the middle of one but the
colours and the effects on the picture really add to it.This shows again that our artist isn't
trying to get his face everywhere, just his music.

14. Album Artwork - Comparison
*You can see in this album artwork the effects of the leaves and the scenic nature
background that Bonobo used for his album artwork is quite similar to ours. It also
has similarities to our music video, the abstract theme of the leaves really shows
in this album cover and our video, website and digi-pak.

15. Website
Our website carried on with the jungle theme and the dark green colours.The
website is mainly for promoting the artist's media products, so the new music video
and album that he was releasing.This was what the website mainly focused on.

16. Website - Comparison
The website that Bonobo has up is also quite similar to ours.The simplistic picture in the
background of some nature is clearly shown and there is a lot of promotion of his new
media products.There are also social media links and there music video is clearly shown
on their website.This shows that our website does go with the typical convention of a
bass house artist.