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

2. This shot of retreat vintage is part of the opening and ending of my music video. We
chose to use this low angle shot of the sign as we were inspired by a similar shot of a cafe
in crystal fighters ‘follow’ video. This type of opening adheres to the typical conventions
of a dance/synth pop music video as it shows a direct parallel between reality and the
chaos which later happens within the video, just like the crystal fighters video. It also
clearly shows the target audience for the band, as I have mentioned in my research into
target audience, we decided to use this vintage shop because it is somewhere my target
audience is likely to shop, therefore using Kress’ theory of familiarity to make the
audience feel somewhat related to the characters in my video. This is a typical
convention of synth pop music videos and electronic music videos as many of them show
the characters going to places which the bands target audience would also go to/enjoy
such as places to eat, shops and bars. I have challenged conventions in the way that we
have not used a typical opening to the music video, we have used many clips of Lauren
and I walking towards the shop from many different angles such as low angle, tracking
shot, high angle and close-up. This challenges forms and conventions as many electronic
music videos such as crystal fighters ‘follow’, have a straightforward establishing shot of
the first location or the artist.