The document discusses the music video's genre as ska and how it uses and challenges conventions of the genre. It uses conventions such as close-up shots of brass instruments during choruses, as seen in other ska music videos. However, it aims to appeal to a younger audience by updating costumes and setting scenes in modern, fast-paced locations. Natural lighting is used to maintain realism, while brighter lights accompany an upbeat section featuring a green screen with changing colorful backgrounds. Costumes are contemporary to relate to viewers through both the song and fashion, while locations contrast a casual underpass with the busy streets of Camden Town.

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

2. What is the genre of your
music video?
 The genre of our music video is ska.
 Ska is a music genre that originated in Jamaica in the late 1950s;was
popular with British mods. Later it became popular with many skinheads.
The specials are a band who are renound in the ska genre.
 Conventions of a ska music videos normally includes lots of brass
instruments, where the costume is also crucial, where you will more often
than not see typical skinheads and mods, which is a big representations
of ska music.

3. Conventions Used
 We used various camera shot types, such as close ups, side profiles,
extreme close ups and groups shots. We took influence from other
ska music videos by including close ups of a trombone during the chorus
 Even though our genre was ska,
we wanted to portray the music video
with a modern twist so we could reach
out to a younger audience, where they
would be able to relate. We mainly did
this through costume, the dress code was
relevant, and up to date.
 Different shades of lighting was used, conveying the up beat bubbly nature of the
song to the audience. An example is we used harsh lighting on some of the close
up shots during the lip syncing to enhance features like the lips and mouth.
Making in clear to the audience of whats being said.
 The green screen was a convention that was used a fair bit, it was used during all of
the chorus. We did this so so we could add various bold and vibrant colours as a back
drop, as just a single colour alone didn’t suffice.

4. Conventions Used
 In order that our music video developed or challenged forms and
conventions of real music video. We went and did our own research
on music videos. This gave us greater insight as to what conventions
some of the proffessionals used, an example would be when we took
influence from ‘Sam and the Womp’ song ‘BOM BOM’ where we took
similar interest in how they used the green screen.

5. Mise-en-scene
Costume – Up to date clothes very releavnt, so we could not only relate to
an audience throuh the song but to a younger audience though our dress
code.
Setting – We used two locations for our setting, the first one was an
underpass in Twickenham conveying that the teens who were hanging
around were just having a good time, messing around with there friends. We
wanted to contrast our first location by basing it in a more fast pace town
where evrything is moving, thus we chose the quirky Camden Town. The
reason for chosing a town setting was to show the group of teenagers
compared with society and how sometimes they may feel excluded.
Lighting – For the most part we only used natural lighting as we felt by not
doing so would take the realism away from our video. However some bright
lights were used in the green screen as during this time in which the song
was being played it was very upbeat, so the lights coincided with the song at
the moment of time.
Figure, Expression, Movement – Natural movement, we asked the people in
our film just to be themselves as we didn’t want any of it to look fake or
staged.