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Evaluation Question 1.
In what ways does your media product use, develop or challenge forms and conventions of
real media ...
In my opinion I have some how challenged some conventions of
House/Dance magazines, for example "MixMag" use sexualised an...
By using an application called Photoshop I added many conventions that
are seen in magazine adverts as well as implementin...
• I have taken some elements from the example
Digipaks and magazine adverts like some of the text
used such as “Including ...
• Took original photographs for Digipak representing & using
conventions of House music (My Music Genre)
• I have develope...
• Spending a lot of time researching led me to find out conventions of music videos and in
particular Dance music videos.
...
• The choice of lighting I chose to use was disco light
& laser lights which embraced the true
representation of the party...
• It was simple to choose characters to feature in my
music video as I wanted to use younger people as I
felt it would rep...
• With Dance/House music, there is no
particular star construction as DJs
build a brand rather than a star
persona. Its mo...
Evaulation question 1. In what ways does your media product use, develop or challenge forms and conventions of real media ...
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Evaulation question 1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

Explains most or every detail about the process or creation for each of my projects, as well as conventions of my genre that have been used, developed or challenged.

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Evaulation question 1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

  1. 1. Evaluation Question 1. In what ways does your media product use, develop or challenge forms and conventions of real media products? The research I put into this project was hugely influential towards my ancillary tasks and overall product being my music video. Starting off with my magazine advert for my album it was very important to add in as many conventions from House artist and other music artists magazine adverts so I had a clear idea of what I was adding into my own. Due to my idea and choice of House and Dance music my products were going to be more abstract and different therefore using more effects, props and methods that use conventions of my product these being lasers, lights, drugs, sex, darkness and shadows, drink, dance and an intermix of sexes, friends, strangers and community.
  2. 2. In my opinion I have some how challenged some conventions of House/Dance magazines, for example "MixMag" use sexualised and fashion based images rather than club related pictures as a magazine advert image. By using a glow stick upon part of the main artists face it has shadowed out the other half therefore making it look mysterious, drawing and club like.
  3. 3. By using an application called Photoshop I added many conventions that are seen in magazine adverts as well as implementing some that are of House/Dance music genre. Information and details that are usually seen in magazine adverts are visual in my own magazine advert. The band name & album name The release date Website & Contact details Social networking & QR code Official website details Upcoming Tour Details Hint into track list
  4. 4. • I have taken some elements from the example Digipaks and magazine adverts like some of the text used such as “Including no.1 hit …” or upcoming tour dates. • I have challenged some magazine advert features such as social networking by including social networking sites like Facebook, Twitter, Instagram and a QR code in which the audience can use to connect with any website involved with their favourite back. • From looking at the real products in shops such as Sainsbury's or local shops around Camden Town I have noticed that using social networking links or QR codes are very rare in adverts for albums. • Using conventions of House music added the realistic and obvious feeling to my advert as the glow sticks and lasers from the album cover all connote the genre of music. • I also chose to use a variety of dark and light colours to convey the atmosphere of being in a club as its often dark with bright colored lasers and bright lights.
  5. 5. • Took original photographs for Digipak representing & using conventions of House music (My Music Genre) • I have developed on true conventions of Digipaks by using Barcodes, Institutional Logo’s and information about the label on the back of my Album. • From researching and looking at real products in stores such as HMV or CD shops in Camden I have taken key features of CD album Digipaks and implemented them into my own. These features are… • Institutional Details & Information • Track list • Website & Social Networking Details • Lyrics for the no.1 track • The band and instrument details • Writers and producers • Group & Album name • Spine information • Thank you list. • As I mentioned on the previous slide, I chose to use conventions of House music as I wanted the audience to feel involved and feel the true atmosphere to what it is like to be in a club. • The dark shadows and black lighting connote the darkness of a club where as the choice of bright colours, glow sticks and lasers convey the adrenaline and vibe that House music brings to clubs nowadays. • I developed on the idea that House music uses lasers by drawing with light whilst taking the photograph as well as making my images abstract and appealing to the eye yet at the same time add some elements of other House Digipaks into my own. • The patterns of light and technique that I used to make the light photographs all symbolize conventions, judgements and own experience of being in a House club. • I feel I have both embraced and challenged conventions of Dance media products because most Digipaks use iconography of Dance music like lasers, disco lights, girls which are sexualised or drinks and drugs. However, by Digipak uses the main band artist (DJ) and a stereo with laser coming out of it which doesn’t only emphasise Dance music because of the lasers but the stereo is used to symbolize music.
  6. 6. • Spending a lot of time researching led me to find out conventions of music videos and in particular Dance music videos. • An obvious signifier of Dance music videos was the style of editing and transition between clips, I noticed that Dance music video’s usually edited the clips with the beat of the music and as this was a key feature of Dance music videos I chose to utilise this into my own. • This choice of particular editing and transition follows and utilises Goodwin's theory of technical aspects which explains that different elements of technical methods to make a song or music video in particular successful. Some of these elements would be speed, edits and cuts, movements and angles, special effects such as lighting, blooms, waves and more. My music video purely to illustrate and amplify which is part of Goodwin’s theory “Relation to Visual styles”, the purpose of illustrating is so a music video can use a range of images or clips to illustrate meaning of lyrics or a particular genre; this is most common with various music genre’s. Amplifying is similar to repeatability, meaning and effects which are manipulated and constantly shown through the video and drummed into our vision. These techniques could allow the audience to create a story or journey in their mind whilst seeing each piece of footage or even what is happening or going to happen next. • My music video uses a range of editing techniques such as slow and fast paced editing to fit in with the beat of the song as it changes between verses and choruses. I also used the fading transition to make the video feel as if it is constantly flowing at a reasonable pace rather than looking unfinished and ridged. • By using programs such as Final cut pro and motion, I feel I have clearly used Dance genre conventions such as Lighting and effects to exemplify the party style and club life. • The range of lighting visuals used was by props such as disco lights, lasers and finger lights, my decision to use these were simply because I wanted the audience to embrace the feel for the club like lifestyle. • I feel my music video has challenged real media products in some ways as dance videos often give a fun and wild perception of the party lifestyle through visuals of a group friends or strangers. Where as, in my video you see around 4 different people but mostly in shots by themselves which does not follow this convention of big groups ect… yet it still embraces the party lifestyle as it uses lighting, drugs, drink, dancing and friends just in different shots alone. • Based on editing, I used fast pace and slow pace to not only fit the beat but also represent Dance music and the process throughout the night. • So as the night begins things start of alright and exciting, then gradually get faster as things start to pump up and people begin to feel energetic. After, when things have gone too far and your too drunk to go anywhere or do anything then things slow down again as peoples vision begins to get blurry and people cannot walk properly. Hence the clip at the bridge section of the song.
  7. 7. • The choice of lighting I chose to use was disco light & laser lights which embraced the true representation of the party lifestyle. • Choice of narrative was purely based around the night time lifestyle of drink, drugs, lights, music and a community of friends preparing and in the middle of a party. • Goodwin's theory of narrative & performance explains that the audience only seem to get a small amount of narrative from a song which usually leads the audience to creating their own idea’s of what’s being seen or told. He explains that if an audience believes in the features such as lip sync & mimed actions that it’s easier for an audience to watch or listen to a product over and over again without losing interest. • My choice to keep my narrative on low was purely so my audience felt more involved and had the ability to create a story or journey in their mind which is what dance music or partying is often about. • Dance music began in the 1980s in America. Drugs can often be associated with Dance music as a lot of the younger generation have taken them whilst out as well as stereotypes being told. In recent House music video’s drugs are not as associated with this genre and my choice to not use a less explicit technique in my video is due to more of a stronger market range as it has more of a range of places to
  8. 8. • It was simple to choose characters to feature in my music video as I wanted to use younger people as I felt it would represent House music and the party lifestyle more realistically. • The people I used in my music video were of age range between 17-20 which is where my target audience age starts off between. (18+) • From research, the target audience for Dance has always been of a younger age based around young adults of the age 18+ because of where Dance is often played. This being clubs and pubs which is aged 18+ with ID. • So to give my video that realistic and more energetic perception I chose to you these ages on purpose. • To symbolize Dance music with in my video it was important for me to represent the genre dramatically by using props, effects, iconic items and conventions of the genre well. • Finger lasers, fast & slow paced editing, effects, glow sticks, close-ups, dancing, mixed genders and more. • Goodwin's theory ranges between many elements such as • The setting - being realistic, professor and relatable to the song & concept • Edits & cuts - being in rhythm to the beat of the song • Speed, abstraction and paced editing - makes the video and camera footage interesting • Lighting & Colouring - helps set the mood, emphasises key elements • Mise-en-scene, performers and characters, editing, lighting and all elements together to hold the music video together. I feel my settings are realistic and represent the genre of my video very well as its in a location covered in lights, lasers, friends and laughter. This is a key connotation of Dance music as when in clubs or house parties, it is iconic to see people or a person laughing, happy, drinking, dancing and surrounded in lights and lasers.
  9. 9. • With Dance/House music, there is no particular star construction as DJs build a brand rather than a star persona. Its more of a name awareness than construction of the person they are as DJs play the music. • It is often the typography or font that an artist is known for, an example being put onto a flyer of a gig or club night, and sometimes even on billboards or the internet. • With dance music, it is mainly about the lifestyle and perception rather than the star construction or persona. Audience would rather aspire to the fun and wild party lifestyle. • Dance DJs and artists often base their music career on the representation their particular style and their music rather then themselves. • Adding tour dates, social networking links and contact details to magazine adverts and album Digipaks allows the audience to know when they want to buy tickets to see a specific artist to listen to that artists music rather than really like the artist for the persona they have created of themselves. • At first I wanted to use the Album name “Complex Energy” as my group name because I wanted to use two words that defined House/Dance music such as “Energetic” and “Abstract” which is why I come up with complex energy but from audience feedback I was told it sounded more like an album name. • From further research into Dance DJ or artist names it was clear hardly any used their real names and some call themselves “DJ” something. • I wanted to keep the concept of using definitive meanings for my band name, I created “Axial” because it means “rotation or journey” and dance music is often a journey from feeling one thing to another. It’s a journey for every person to experience and the connection between Dance music & the world allows every person of diversity to connect based on Dance music.

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Explains most or every detail about the process or creation for each of my projects, as well as conventions of my genre that have been used, developed or challenged.

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