1. The document describes the creative decisions made in producing a music video to accompany a punk song. Scenes were chosen to develop characters and conform to punk music conventions. 2. Key conventions included portraying the protagonist as powerful or rebellious through costumes, angles, and actions. Scenes of a scientist, businessman pointing, and aggressive singing developed the protagonist as authoritative yet anti-establishment. 3. Unexpected elements like throwing sweets or hitting a ball with lyrics added uniqueness while maintaining punk aesthetics of bright colors and rebellion against social norms. The ending subverted expectations by having the beggar reject money, representing punk anti-establishment values.

1. 1. In what ways does your media product use,
develop or challenge forms and conventions
of real media products?
1)The First square inthe box exhibitsthe protagonist,Fergus,dressedasascientistandworkingout
equationsonthe whiteboard.Thisisrepresentingthe settingasprofessional whichiscomplimented
by the labcoat andgoggleswhichcan perhapsshow the dangerof hiswork as he needsprotection.
Thiscouldperceive the protagonistasfearlessandintelligentdue tothe equationswrittenonthe
whiteboard. The use of costume andlocationtorepresentaprofessionhasalsobeenshowninother
Slavesmusicvideossuchas‘CheerupLondon’whichshowsabusinessmanholdingabriefcase.I
chose to conformto thisconvention asIfeel a narrative whichlinksinwiththe lyricsmakesiteasy
to watch andconformsto conventionsof punkmusicvideos.
2)Thisscene has beenused torepresentthe characterasauthoritative inthe scene. Thisisshown
throughthe actionsby the actor pointingouttoan audience,givingthemcommandsshowingthat

2. 1. In what ways does your media product use,
develop or challenge forms and conventions
of real media products?
he is control accompaniedbya pointingfingertoindicate aclearmessage betweenthe participants
inthe scene.Ichose to approachthis scene inthiswayas the song includesmanyimperativeverbs
inthe lyricswhichislipsyncedbythe actor, so if he is usingcommandwordshe needstoact like a
dominatingpersonalitywhichiswhyIchose forhim to act thisway inthisscene,thisisalso
complementedbythe suitwornbythe actor as people inthiscostume have connotationsof
authorityandwealthdue tothe cost of the outfit.
3)Thisscene wasdeliberatelyusedasajuxtapositionbetweenthe twoactorsand to follow onfrom
the previousscene still makingthe protagonistlooklike he isincontrol.Thisisshownthroughthe
lowangle shotof the beggarlookingupat the mainactor, again representingthe actoras powerful
incomparisonto otherswhichisshownbythe framingof the twoactors in the scene.Ibelieve I
conformedtothe punkmusicgenre as in thisgenre of musicone of the keyconventionsare creating
musicaboutreal life issues,IbelieveIdidthiseffectivelyashomelessnessisone of these issues
whichI dealtwithinmyvideo.
4)In the fourthsquare,thisscene showsthe mainactorraisinghishand inthe air whilstsingingthe
song.The facial expressionsof the actor are intense,andhe israisinghis handinthe air quite
aggressively.I chose formyactor to dothis as the aggressive facial expressionsandactions
complementedbythe use of the lowangle shotcreatesa sense of powerforthe character and
perhapslooksasif he isleadingaprotestor a riot.I believe thisconformstothe conventionsof punk
musicvideosasone of the keyideologiesof punkmusicisanarchywhichisshownthroughmany
otherpunkacts such as the Sex Pistolsand‘Anarchyinthe UK’.
5)Thisshot wasan improvisedidea whichIbelievedworkedveryeffectively. The vibrantcoloursof
the orange golf ball actedas a keyconventioninpunkmusicasbright,vibrantcoloursare common
whichiswhyI chose to incorporate thisintomyvideo.Idecidedtowrite the lyrics‘U KeepIt’onthe
golf ball ina thick blackfontwhichissimilartothat on my digipakandposterasit isa unique wayof
addingthe lyricsintothe musicvideogivingitaunique sellingpoint.The factthatthe actor ishitting
the ball at a drivingrange,(aplace where youcannotretrieve yourball) linkswiththe lyricsof ‘U
KeepIt’as theyare physicallykeepingit.Ibelieve thismade myvideolookprofessional asit is
addingmore of a varietytothe videoratherthan more lipsyncing.
6)Again,Ichose thisshot as it hasconventionsof rebellionandanarchywhichare relatable
conventionstomygenre of choice.Thismidshotof the actor throwinga bag of sweetsbackonto
the shelf representsthe actoras carelessandtherefore perhapsarebel figure.Ialsoaddeda slow-
motioneffectonthiscliptoexaggerate the lipsyncingandslow downthe throwingof the sweets.
Thisalsoadds a unique style tomyvideoasit isin a businessestablishmentwhichthe throwingof
the sweetsperhapsconnotesananti-establishmentfeelwhichisacommonconceptfollowedby
manypeople inthe punkculture.
7)I chose thisscene as perhapsa contrastto the rest of the clipsinmymusicvideoas the dark
coloursgive the videoanedge whichisnotseeninthe otherclips.The red glow identifyingthe two
raversgivesthe clipso muchlife whichIbelieve made thisclipsuccessful.The brightredglow has
connotationsof angerand violencewhichconformedtothe conventionsof punkmusicvideos.I
usedthisscene toimitate a moshpitor rave as these are commonlyfoundatpunklive musicevents
and I wantedthe targetaudience tobe able to relate tothe musicvideo.

3. 1. In what ways does your media product use,
develop or challenge forms and conventions
of real media products?
8)Similartomanyof my othershots,thisisa low angle shotof myactor on a flyoverbridge.Ichose
thisas it makesthe protagonistlookpowerful ashe isof a muchhigherlevel thanthe camera,which
iswhere the audience willview the videofrom.The costume of asuitissomewhatunnatural inthis
location,whichcouldlinktothe carelessnessandrebellionnature of the punkculture whichcould
perhapsrelate tothe target audience andthereforemake the videosuccessful.
9)Finally,Ibelievedafterwatchingall the clipsthatIbelievedthatthiswouldbe aperfectwayto end
the video,eventhoughinitiallythisshotwasnotmeantforthe endof the video.Ichose thisshotas
it perhapsaddsa complete twistonthe whole videoasitshowsthat the beggaris perhapsthe rebel
as he is the one throwingthe moneyback.Thiswouldletmytargetaudience relate withthis
character as he is representingthe punkculture of anti-establishmentandrebellionwhichare key
ideologiesinthe punklifestylewhichthe beggarisdoinghere ashe throwsthe coin away.I chose
the costume for the protagonisttowear the brown shoesasit suggestsalevel of affluencyforthe
character and howhe doesnot evenhesitate tonotpickupthe coincan show the audience his
wealthastwo poundsmeansnothingtohim.