Evaluation

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

2. What did you learn about what the
conventions were of real music videos?
• Before making my media product of a music video, I performed extensive research into the
conventions and codes of real music videos in the music industry.
• Camera shots I found, they tend to include numerous long shots, mid shots and close ups. This
is to create emphasis on the artist, location and emotions. Also, close ups are not only used to
denote emotions but also to reflect the lyrics of the song with the use of the movement of lips
from the artist, this connotes an emotive and dramatic music video, but also the audience feel
a connection with the performing artist and involved within the music video. Therefore this
makes the music video more interesting and attractive to audiences, making a successful
music video.
• The camera movement tends to be used to follow and trace the artist or band. Such camera
movements feature a pan, tilt, tracking or crane shots.
• The mise en scene refers to the arrangement of performers or props used on a stage or in a
scene for production of a music video or any other media text or product. The mise en scene
places importance on representation on the dance, individual or what if featured. An example
of this is Michael Jackson's music video, Billie Jean. The mise en scene involves him dancing
whilst the mise en scene reflects his dance moves, for example every time his foot is placed on
a tile, the tile lights up. (https://www.youtube.com/watch?v=_kzIwec3QYY)
• Within editing, jump cuts are the most predominant editing technique used in music videos.
This is because it allows a scene to jump to another, allowing a sudden change from scenes.
Similarly, transitions such as fade and dissolve are very common effects used in music videos,
as they create different effects to cuts.

3. Continued
• The lighting in some music videos emphasise a particular mood which is used for the song and
narrative of the music video. Some lighting in music videos is artificial, which puts the artist in an
enhanced look.
• The sound in music videos is conventionally vocals, however in some cases, the producers can
make the music video into a short film, examples of this:
• Michael Jackson’s – Thriller (https://www.youtube.com/watch?v=hG6oy46qKE4)
• Tom Odell’s – Another Love (https://www.youtube.com/watch?v=e-aaencD-dY)
• The props are vital in aiding to add to the scene and create significance on particular objects or
people.
• The conventions of the costume is to reflect the scenes in the song and also reflect the genre.
Costume is an important factor because it will have considerable impact on how the audience will
dress, as some individuals view artists or bands as role models.
• The colours tend to set the mood of the song through creating an atmosphere, for example dark
colours are more stereotypically used in rock songs and bright colours tend to be featured in pop
genre songs.

4. What music video conventions have I
included and not included? Why?
• A convention which I have conformed to is the camera movement convention as throughout
my music video, the camera movement traces of all the dancers movement.
• My mise en scene was a plain white, lit background, therefore there was nothing more to
focus on than my dancer. This denotes another convention I have conformed towards. Also,
my the movements of my dancer reflect the lyrics of the song, for example the dancer uses
emphasis on her hand whilst the lyric features alongside this movement “but my hand has
been broken one to many times.” This shows I have followed a convention, as this makes my
music video emotive, therefore successful as it becomes interesting to the audience.
• A convention I have strayed away from, however, is the lighting is meant to reflect the mood
of the song and lyrics. Although, my music video is bright and lit, the background is white, but
in contrast the content of the song and the lyrics involve the artist going through a heartbreak
and the lyrics are depressing.
• Another convention which I have not included is numerous shots of close ups, mid shots and
long shots. I have mainly used long shots to include a whole body image of the dancer. The
only close up, is the movement of a zoom in at the end of the video.
• A convention which I have also not included is the use of props, this was not necessary in my
music video as the whole video was performance of a dance. There was no need to aid
importance to vital props in relation to the music video or lyrics.
• Again with the colours and lighting of the video, I have not followed this convention as the
colours set the mood of the song and music video. However, I have challenged this
convention in my video, as the mood is dull and depressing about unsuccessful love but yet,
the colours are bright.

5. What did you learn about real music video
genre conventions?
• The codes and conventions of an indie music video involve normally a live performance, it is
very common for indie artists or bands to do a live performance for their music video. This is
because the main focus is then on them as performers, it also keeps the focus on the actual
music itself and the talent these artists obtain.
• This very much conventionally for indie artists, as the indie genre was never about success, but
more on the music and passion these artists have to perform.
• Live performances can also promote the artist as people will realise their talent and will also be
able to recognise them. Audiences will realise how natural these artists are and how they sound
the same whilst live, as there is no editing. There is a lot of charisma required to use an
instrument and perform live, so the performance option highlights artists talent in a positive way.
• A following convention, with a modern twist, is now there is a narrative included in-between the
music video to break it up and to make it more interesting for the audience as it provides the
video with a story. This is also used to compete with other artists, whom use narrative music
videos as having a narrative makes the video more memorable.
• Examples of live performance videos: 1975 – UGH!
(https://www.youtube.com/watch?v=hXaU0QzByIM)
• Examples of narrative videos: 1975 – Robbers
(https://www.youtube.com/watch?v=Iyy3YOpxL2k)

6. Continued
• The mise en scene now plays an enormous role within music videos, especially in relation to the
genre I have used, indie rock/pop. This a convention as indie artists often have a retro, cool or
alternative look, which can be displayed through the sets and props they use, as well as their
appearances. Props can now change the look of the video, if we take Lana Del Rays video of
National Anthem, she is viewed as posing around in a glamorous setting of an expensive house.
This highlights that the character she is performing as is wealthy and well respected due to the
status and money she has.
• Following the conventions of the mise en scene, make up is also an important factor, as it can
give audiences indication as to which era the artist or video is meant to be set in. For example
Paloma Faith uses very subtle make up, featuring a pale face with red lipstick, this connotes that
her music and video is similar to the decade of the 1950’s.
• Another convention of the indie genre, is the video also tends to be edited in black and white, an
example of this Arctic Monkeys – View From The Afternoon
(https://www.youtube.com/watch?v=PeQAZsyucbQ)

7. What conventions have you included and
what conventions have you not?
• I have challenged the majority of these conventions in relation to genre I have used, for example
my artist is not featured in my music video, instead it is a dancer throughout the whole music
video. This is similar to Arctic Monkeys music video however, as Leave Before The Lights Come
On (https://www.youtube.com/watch?v=SEukS2YN9B8) which is a narrative based video, but
however they do not involve themselves in their music video, the band do this with a majority of
music videos as they do not advertise themselves.
• Another convention in which I have challenged is, I have not edited my video to be black or white,
or even sepia or a rustic look. Rather I have enhanced the brightness of my music video to allow
the effect of the model being filmed to have an enhanced look.
• A following convention in which I have strayed from, is the majority of editing is used to increase
or decrease the speed of shots to reflect the mood of the song, I have used this effect but rather
than editing the speed, I have reflected this in the dance movements.
• Most indie music videos involve a narrative within the video, the narrative often strays away from
the meaning or lyrics from the song, once again conforming to being alternative. Some indie
videos are also live performance, nevertheless the artist is often included within both types of
video. However, I have completely defied these conventions as I have not used my artist in my
music video. Rather I have conformed to indie bands, such as the Arctic Monkeys conventions,
where they are never featured in such music videos.

8. Continued
• One of the major conventions I have conformed to, is the typical use of camera movements
within an indie music video. These often include long shots, which I have used throughout my
video of the dancer performing. Another camera movement which is predominant in my music
video, is the tracking of the performer, as my music video follows the dancer the whole time and
her movements. Finally camera movements often involve a pan or a zoomed shot, which can be
seen through my work also, as at the end of the video the shot is zoomed onto the performer.
• However, a convention of camera movements which I have not used is during live
performances, a crane shot is used as it allows the artist to be viewed from various angles.
• A convention which I have included, is the use of a live performance, although it may not be of
the artist performing with instruments, it still is nevertheless, a live performance of a
choreographed dance.

9. What did you learn about real Digipak and
advert conventions?
• The main conventions of a digipak, is on front cover the album name is featured, this is usually the
third most predominant feature on a digipak as the artist name needs to be included ahead of the
album name, so it is easier for audiences to identify with. The album name is usually positioned
somewhere underneath the artists name in a smaller font. However, there are some examples of
where this is not featured as there is art work which overshadows the whole front cover. Alternatively,
the album name may be featured above the artist name.
• Another main element, is the feature of the artist or band name. This is usually the second most
predominant feature, as it allows the audience to know how the album belongs to.
• The main convention of a digipak is an image of the artist or any artwork, this usually encapsulates the
whole digipak front cover, and can often be extended to the inside of the digipak. There are some
examples, where just the artwork is featured and nothing else, for example The Arctic Monkeys album
AM.
• The conventions of a digipak, on the back of the album, is the use of a track list, this is a composed list
of all the songs featured within the album. It usually is organised in order of what song plays on the cd.
This usually the most predominant feature.
• There is often a use of a barcode, logo, record label and credits.
• The conventions of an advert is the album artwork, this is the main image taken from the album, which
can involve the artist themselves or some sort of artwork. Some however, such as Kasabians advert,
uses a different image not from their digipak.
• The conventions of an advert is extremely similar to a digipak, as it includes a record label, an artists
name, the album name, credits but differs as it features a release date of what is advertised, alongside
where to find this, for example a new album can be found on spotify or iTunes.

10. What conventions have I included and
what conventions have I not?
• The conventions in which I have challenged, is the artists name is not the most predominant
feature used, rather I have made the album name the most predominant. I have not included
artwork, but rather showed consistency as I have used the model featured within my music
video, throughout my digipak.
• The conventions, however, which I have followed is I have included the artists name, alongside
an image of the model on the front of my album.
• Another convention, which I have conformed to is on the back of the album I have made the
track list the most predominant feature, plus organising such in order. I have also included, the
record label on the back, as well as a barcode and an image of the model used. This can also
be found in the inside of the digital, as another different image is used of the model, but yet the
same editing.
• I have included the conventions of cd, as I have included the record label, the artists name and
album name. The codes and conventions which I have also followed for my cd, is the feature of
the tracks listed on the cd and the copyright information is also included.
• The majority of conventions have been conformed to throughout my digipak, for example I
have also conformed to these conventions in my advert, as an image is used of the model and
the release date and where to find the thing being advertised is all mentioned. The artists name
and album cover is included throughout my digipak, denoting how I have used and conformed
to each convention.

11. How might the use of conventions attract
or appeal to an audience?
• The use of conforming to the conventions, is it creates the idea of familiarity, as it makes it
easier to audiences to recognise an album or an artists work By using the same conventions
such as a use of record label, makes the media product easily recognisable for audiences. It
creates the idea of security as by following the conventions, the audience will gain trust in the
media product knowing it is authentic and not fake or something that is unsuccessful, as it may
be cheap or not the real deal.
• The way in which genres share similarities and all use the same conventions, they stand out to
audiences, meaning the audiences of this genre will be attracted to these media products
Therefore will be drawn to buy these media products, as they are fan of this music and will be
more willing to buy products that are similar and share conventions.
• The use of conventions might appeal to an audience as it makes it clear and defined, that the
media product belongs to a certain genre, for example an indie digipak, the audience would
expect to find artwork or the logo of the band, hardly ever would the artist or band be featured,
as they are more about advertising their music. Therefore, the use conventions appeal to
audiences as it reaches their expectations.

12. Have you adapted any conventions on
any of your three products and if so, why?
• The conventions I have used is the typical conventions mentioned, such as including the artist name,
the album name, record label, tracks, barcodes and so on. I conformed to these conventions as I
wanted my media products to be as successful as possible, meaning by including these conventions
and details they will look professional and be a replica of a real digipak which is used by real artists.
• I have strayed, however, from some conventions such as within my music video, I have not
conformed to my genres conventions of either the use of a live performance from the artists, or a
narrative based video. Rather, I have shot a dance from a performer separate to my artist. I did
because my previous idea of a narrative based music video was entirely unsuccessful, so after
intensive thought and planning, I choreographed a dance and helpfully, my best friend was a
professional dancer. Therefore, I strayed away from the conventions as I had more confidence in my
idea that did not conform, in contrast I had zero confidence in my previous idea that did conform.
Also, within my music video, although I did conform to a majority of camera movements, the ones I
didn’t conform to which are stereotypically used, such as crane shots and tilts, and pans because it
was unnecessary and would have not suited the style of my music video. I feel music videos which
involve a dance, have to be one long continuing shot, otherwise it looks inconsistent and you do not
capture the whole dance, as shots will be missed when using alternative camera movements.
• Within my other media products, such as my digipak, do stray in some conventions, for example in
indie digipaks, the artist is hardly featured, although it is not particularly the artist, but the model
feature, it is does not involve artwork or anything unique. This is because I felt my shots which I
captured of the model were as successful as including things such as artwork, the images still suited
the genre and looked successful and followed style of the genre, once edited.