Evaluation Task #1 In what ways does my music video use,challenge and develop conventions of existing media profucts?
6 Stills1. Camera -> CHALLENGES – we try to create the feel as he writes on thecamera which is something that should not be done as the camerais a high tech tool. Also, there‘s no performance element, neitherdoes it contribute to a narrative.
2. Style-> CHALLENGES – as this shots are more filmic than ausual music video. He‘s only shown walking up thestairs, no performance, no effects.....
-> DEVELOPS – dancers are often used music videos! But usually they are rather commercial dancers that dance for or together with the artist and tehrefore the song is dancy. This is why we neither challenge nor use this convention but we develop the dancer idea and put it into a completely different content and music genre.
4. Performance (1)-> DEVELOPSthe convention, aswe see the artistperform/lipsing butinstead of acting it he just stands still against a wall anddoesn‘t even look into a camera.
5. Performance (2)-> USES the convention as we show the artist playing hisinstrument, or rather see Cus of his hands playing which iscommonly used in music videos that are by bands or artiststhat play their music themselves.
6. Special effects-> USES the convention especially nowdays as thetechnology gets better and better and more artists use CGIin their videos to add value and the level of interest, orenhance the look of the video.
The font CHALLENGES conventions of album cover styles because we keep it really realistic by using the actual artist‘s writing and scribbling to underline the genre of Peter & The Wolf which is INDIE. This font makes the digipak more real and personal. We also use the same background wallpaper as in the video instead of coming up with a whole new fancy design.
Also, we don‘t use any photos except for one polaroid which CHALLENGES the convention of using new technology to edit photos.e.g.
Simple,no photoshoped changes made. Using a known photo from the music video to remind fans of it and maybe encourage customers and create a ‚style‘ or unique selling point. It also refers back to the genre of the music. Eg here we can see how RnB/HipHop uses ‚sex sells‘ to promote their music!
How is the artist represented as a person?He stares melancholicly out the window into the wideworld… which refers to his genre.
Whereas.... The Prodigy eg, stare with an aggressive expression right into the camera conveying the feel that the band and their music is tough and loud and intrusive. Also they want to take over the world with their music whereas Peter just cares about his music because it makes him happier and not about marketing himself. (Of course he wants to sell his album… this is just his reputation as a musician.)