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

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

2. Media Forms and Conventions
When evaluating the ways of how our product uses, develops or challenges forms and
conventions of real media products, I researched the basic definitions of the question.
MEDIA FORMS:
A media form is the overall shape of a media product, consisting of the means of communication, such as a music
video or a magazine or a comic book. The media form will typically determine the media used, for example, a
music video is made in video or film, examining the length of the product and the content contained. Similarly,
form can be looked at as the physical, visible elements of work, simply defined as the structure and language of
one’s work.
MEDIA CONVENTIONS:
Conventions are the established/expected features and style of a media form. Conventions can be split into two
areas, for instance, technical conventions and symbolic conventions. Technical conventions relate to the style of
camera, editing, lighting and sound. However, symbolic conventions relate to mise-en-scene, consisting of how
costume, colour, performance, props, location/setting, makeup and arrangements are typically used within the
genre. For example, the conventions of a pop video would include, high key lighting, bright colours, several close
up shots of artists and more.

3. Use of 85mm wide lens:
Firstly, the typical camera, technical conventions for our genre indie-pop fall fairly
clear and simple. For instance, the primary use of lens’ vary within genres,
however, the use of an 85mm wide lens with a wide aperture is moderately
familiar within the genre indie-pop. For example, an 85mm lens allows the
footage to be caught with the aperture lens fully open providing extreme close up
shots. Similar to this, many music videos including female soloists use this
particular lens to capture close details of the lyrics as well as further information
into the representation of the artist. The 85mm lens also provides a shallow
depth of field softening the artist’ features. By using this lens, it makes the artist
more aesthetically pleasing, of quality and attractive, therefore we used this shot
several times to embrace our artists confident, powerful, alternative, indie and
direct image.
MY PRODUCT – PRAY
BISHOP BRIGGS - RIVERAZELIA BANKS – 121 FT. LAZY JAY

4. Use of centered still shots and square on camera work:
The use of composition and structure is of importance within numerous music videos (especially female artist’s) and similarly within the genre indie-pop to
force the representation of individuals’ images’. For instance, the use of composition and framing the subject within the shot is focused upon, such as
placing the subject in the center of a still shot. Due to this, we allowed our main artist to be presented in the center of most shots to embrace her
dominating, strong, assertive and indie confidence. Equally, flat, clear shots are commonly used, allowing square angle shots to be popularised within this
genre. By following conventions, such as square-on shots, we wanted our audience to gain immediate direct connection between the audience and our
artist. It also provides more detail from individuals body language due to the wide shots. However, by positioning our artist in the center, it also allows the
audience to instantly recognise who the main artist is and gives easy structure to other outsiders within the shot, for instance, through the use of a clear,
alternative pyramid structure.
MØ – WASTE OF TIME
SANTIGOLD – L. E. S ARTISTES
OFF BLOOM – LOVE TO HATE IT
MY PRODUCT – PRAY

5. Use of stylised bleached, washed out colour and lighting:
Another technical convention of importance within the
genre indie-pop and most female music videos is the
subject of lighting and colour. As the genre indie-pop
includes alternative conventions and individual styles, for
example, when usually viewing a music video, individuals
expect to see high saturated colours and bold, high
contrast lighting styles to embrace the colourful elements
within the video. However, indie-pop videos challenge this
commonly used colouring in music videos, differentiating
and nonconforming to typical genres. Therefore, music
videos of this genre conventionally add a bleached,
washed out, cool neutral look. By adding a cool, blue,
subdue, icy filter it allows the audience to view our artists
as strong outsiders. The corrected cold colour style also
enables interesting tone and atmosphere as well as
expanding upon non-naturalistic fantasies, allowing
audience to see the artists in our product as rebellions,
forming to escapisms. Therefore, we have used a cold,
blue wash to enhance this convention.
Real products, such as ’MØ’S – Walk This Way’ and
’Lorde’s – Team’
MY PRODUCT – PRAY

6. Use of an abandoned, urban location:
An expected convention of the genre indie-pop is the use
of space within the setting and location of the video. Most
products share appreciation in the use of urban, empty and
spacious areas. Similar to this, typical conventions of this
genre include low budget, abandoned, derelict scenes or
alternatively scenes of interest, such as graffiti. Graffiti is
used in parts of several indie-pop videos to represent a star
image of an artist. For instance, we embraced the
convention of graffiti and used it as a backdrop for one of
our elements. By using this backdrop it immediately added
a sense of rebellion, spontaneity and equally youth. As out
youthful target audience are interested in hobbies such as
graffiting, it instantly adds huge relations.
Similarly, as our footage was filmed in an abandoned,
empty, broken-into house, we used this convention for
effect. We wanted our location to be mysterious to make
the viewers focus more upon the performance. Similarly,
we aimed for our artist to look in place and allow viewers
to see her as rebellious and brave. By instantly positioning
her within this location, it represents our individuals as
outsiders purposely breaking rules, connoting their
confidence and power.
MY PRODUCT – PRAY
MØ - KAMIKAZE

7. The symbolic conventions generically specified within the genre indie-pop
vary hugely as individuals within this genre are fond of having their own
unique and differentiated look, therefore the typical conventions are
largely range. Each genre embodies entirely different values, such as our
artists within our video appreciate the use of being unique, stylish,
independent and the desperation of standing out, respectfully not
following a particular convention. However, we used and developed the
expected hair styles within our video, for instance, we made our main
artist purposely have a bobbled pony tail to look different and stand out.
Similar to MØ’s video. As we were very inspired by researched sources,
we equally made our other outsiders follow conventions, such as one
maintaining plaits inspired by OffBloom and Lorde, and the other two
space buns following Bishop Briggs. We wanted our video to conform to
the typical conventions of this genre, however we allowed alteration as
we wanted our artists to look interesting and maintain a unique style.
Use of alternative hairstyles and unique costumes:
Regarding the costume within this genre are subtly vague
as individuals want to be their own person and create their
own brave, confident and rebellious look. Although,
through research we tried to follow the style. For instance,
the use of unique patterned dresses, skirts, alternative
jumpers are commonly shared. However, there is a huge
range of looks within this genre. Due to this, in my product
we focused upon the colour scheme between our artists,
for example, the expected colours worn are typically dark
colours, such as blacks, browns, navy's, although
oppositely brighter, outgoing and brave colours are worn,
such as metallic and strong golds. Therefore, we allowed
our artists to stick between colours of blues, shades of
greens, silvers, tones of whites and textual blacks. We
wanted our artists to represent their individual, unique
image and attitude through the use of clothing and hair
and consequently kept them matching, stylish and cool.

8. Use of rhythmic editing and mirror effects:
Our product majorly consists of rhythmic editing. Rhythmic
editing is of popularity within the expected, typical conventions
of the genre indie-pop as it makes the audience listen to the
beats and sounds of the track. Similarly, elaborate discontinuity
editing is common due to the limited media form, consisting of
the short duration of the track within music videos as well as
the product being dominated by performance and close ups.
Therefore, we need to add interesting editing visuals and
further variation. We also included the patterned technique of
editing on the beat. We edited on the beat to represent the
unique, engaging image of our artist and to emphasise the beat
of the track. We achieved typical conventions of making
products look visually varied and interesting through the use of
mirror effects and jump cuts. The real product ’The Way I Do’
by ‘Bishop Briggs’ inspiringly uses mirror effects for creative,
interesting, alternative and unique effects. It is similarly shown
when weaved between the videos rhythmic beats.
MY PRODUCT – PRAY
BISHOP BRIGGS – THE WAY I DO

9. Use of a simple Website
Homepage:
MY PRODUCT
Typical conventions regarding the website homepage for the genre indie-pop focusing upon simplicity
within the product. For instance, through thorough research of inspired real products, such as ‘MØ,
Charlie XCX, Sia’ and ’Lorde’ I understood and recognise the conventions for this genre follow clear,
simple layout, direction and composition. For our product to be effective and represent the image of
our artist efficiently, we conformed to the typical and expected representations within this genre.
However, we developed this convention and weaved in creative concepts within to force our artists
youthful, bright, rebellious, spontaneous image.
We succeeded towards the typical conventions, noticing a pop up automatic footage of the video
appears on the homepage as soon as the website loads Therefore we incorporated this within our
design. Similarly, we realised the homepage was the main focus in this genre and therefore created a
GIF, similar to MØ’s real product. The use of colour is longingly considered, showing a link between all
three products such as the use of the bold colour green, representing our artists brave independency
and interest.

10. Use of imagery on CD Digipak:
Lastly, we subtly conformed to the typical conventions of artist’s real products within the genre indie-pop. However, as each artists differs to be
different in this genre, the CD Digipak are also independently creative. Although, through research we noticed simplicity is also key within this
product. For example, we maintained a clear, bold structure throughout. We conformed to the convention of including only our main female artist
purposefully on the front of the cover immediately allowing a recognition to our artist and meeting the brave, independent, youthful, strong,
controlling, rebellious image of our artist. We also considered the colours used within the CD Digipak as well as the website as we wanted all three
products to cohesively link and show a bold consistency within; therefore we used the same pattern as backgrounds for both the website and the
Digipak and used the strong use of green across all the products. We equally kept the typography the same throughout all the products. Through the
use of colour, composition, design and imagery we conformed to the typical conventions, although developed them when necessary within our
MY PRODUCT
products and consequently subtly challenged them.