Above is the second part of my answer to evaluation question one.

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

2. How and Why Have I Subverted the
Conventions of My Genre?
I made a creative decision not to incorporate a black
and white theme throughout the whole of my music
video in spite of it being one of the most common
conventions of the Jazz genre. This was because I
wanted to have a contrast within the narrative where
the audience was able to decipher clearly when the
male character was being unfaithful. So in the
performance elements of my music video I didn’t
use a Black and White theme instead I increased
the saturation to give a sharp and crisp contrast
between the artists dress and the red curtains.
Additionally I didn’t use the black and white
theme when the artist was in the narrative
scenes, this shows the audience that the
artist in the performance and narrative were
the same person linking the two aspects of
the music video together.

3. How and Why Have I Subverted the
Conventions of My Genre?
All original Jazz music videos and
the majority of the latest videos
have a constant performance
throughout the video. It consists
of the artist and/or band
performing either live or in a
studio throughout the whole
song. Despite me incorporating
some performance elements in
my music video, it is mainly a
narrative video which follows the
artists story emphasised by the
lyrics.
The video above shows the narrative elements from my music video.
I have chosen not to conform to this convention because a jazz music video that incorporates both
performance and narrative elements will appeal to a wider audience. This means that it will help
Jazz be carried forward throughout future generations. Also to keep up with competitors I decided
that having a solely performance video could prove quite tedious for the audience to watch in turn
losing the interest of the audience. This may lead them to not watching the rest of video and turning
to videos by other artists. Hence, combining the two (narrative and performance) will keep the
audience engaged and wanting more from the artist.

4. How and Why Have I Subverted the
Conventions of My Genre?
In general the majority of Jazz artists tend to be of a
more mature age than the artist I chose to use for my
music video. I also used young actors in the music
video to appeal to the younger audience, while the
original style of music appealed to the older audience.
I decided to subvert this convention in my own
productions as one of my aims was to expand the
audience for the jazz genre. Hence I took inspiration
from recent younger artists within the Jazz genre,
however, most of these artists didn’t solely produce
jazz music but other genres as well. My main source of inspiration for the Ivy
Moore character/artist I created was Amy
Winehouse. She was largely known for
her extensive mix of musical genres
including Soul, Rhythm and Blues and
Jazz. Additionally she was inspiration for
my determination to combine Modern
Soul with Classic Jazz.

5. How and Why Have I Subverted the
Conventions of My Genre?
Developing on the idea of reaching a wider audience with my media products, I decided to use
more modern ideas and locations. Although this went against the conventions of a traditional jazz
video I felt it was necessary in order to make my music video relatable to the audience. Having a
relatable and realistic music video makes it easier for an audience to associate with the artist
(Richard Dyer’s Star Theory). This association makes the audience highly likely to support the
artist/star by buying their albums and merchandise.Some of the modern locations and ideas I used in my
music video consisted of:
“Tinseltown” - a modern twist on a classic American
diner.
A Mall - modern shops and architecture; unusual
for a typical jazz environment.
Use of a motorbike ridden by a leading female -
transport in most jazz would consist of old classic
cars.
Moroccan Styled house - incorporates different
cultures into jazz that you would usually associate
with the genre.
“Starbucks” - A widely known coffee shop a strong
contrast to typical Jazz Bars shown in Jazz music
videos.