This document summarizes how the media product uses, develops, and challenges conventions of real music videos. It discusses several aspects of the video including: - The link between lyrics and visuals through shots that correlate with the song lyrics. - Representing the band in a comedic way by copying the retro style of 1970s band ELO. - Establishing a comedic genre through silly visual effects and costumes similar to other comedy music videos. - Using techniques like camera zooms and landscape shots that are seen in other artist's music videos. - Implementing lighting, costumes, and scenes to set the tone and atmosphere of the video in relation to the song.

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

2. Link between lyrics and visuals
• These two shots resemble the
link between lyrics and visuals,
for the first shot, the lyrics say
‘sun is shining in the sky.’ Here
we felt it would be appropriate
to pan up to the sky,
highlighting the theme of the
song.
• For the second shot, this is in
fact our first shot in the video,
and it correlates with the sound
of the radio being tuned in the
song.

3. How a record company would want
their artist to be represented
Due to our comical approach on the video, we were able to
replicate the common conventions of a 1970’s band. The
image on the right is a picture of E.L.O, and we decided to
copy their image. This was a decision made mainly for comedy
purposes, but also, it allows us to relate to the artists who
wrote the song, and also to previous followers of the band.
Furthermore, although this is not a look that is used in the
modern day music, it is different appealing and eye catching.

4. How your video uses music
genre
From brainstorming our video, we knew that comedy was going to be our main
genre, and that it was to appeal to an older generation. The most apparent way
in which we establish this genre is through the use of the comical effect we
added to our video and Digipaks, which was used in order to promote an
obvious comical tone. The use of costume with the runner posing as a similar
image to 118 highlights that the comedy is relatively silly, and not very witty.
This is similar to that D12’s song ‘My Band’ as we see this silly comical theme
used also. Furthermore, in the second shot, we decided to use a star swipe to
keep with the tone, as it is not only different to other videos, but it also keeps
with this idea of silly comedy.

5. Intertextual Reference
For our intertextual references, the use of the wig and the generalised retro 70’s look was
similar to that of the 118 costume.
Furthermore, the use of having the radio as the centre image is something seen in most videos.
As the radio is the main image throughout our video and print tasks, we have placed it here at
the centre of the frame in order to highlight its importance, which is seen with many artists.

6. Use of Camera
The use of camera was very important to us,
as the much of our video would be like
establishing shots of landscapes. This meant
that we had to steady with the camera when
panning or moving around with the camera.
In this particular shot, we used a zoom out
shot, which we feels works well, as it is well
controlled and as it zooms away from the
radio to reveal more of the landscape,
including the sun. This is somewhat similar
to the second shot from Cosmo's Midnight –
Snare, who also use many landscape shots
in their video.
Moreover, we also decided to use a go pro for
some of our shots in the river, this allowed
us to pull the camera out of the water and
reveal the sun and blue sky, which we felt
was very effective. This is similar to the
bottom image from Duke Dumont – I Got U,
who use underwater shots for a similar
effect.

7. Use of Lighting
The lighting for our video we wanted
to keep the same, and we used a lot of
natural light. As we were filming
outside for most of the process, this
was made quite difficult. Having all of
different shots from different days
meant that the lighting was slightly
different when we wanted a consistent
light to the video. For the first shot, we
decided to use the sun to cast a
shadow, in order to keep with the
wacky tone of the video. Additionally,
the use of the sun was also very
important, as we used it in many of
our shots to give off the right
atmosphere. Using the sun in this
second shot meant that there was a
lot more light in this shot.

8. Use of mise-en-scene
The use of mise-en-scene we felt was very important in
our video, particularly with costumes. In both shots
here, I have highlighted one of the characters and band
members, and the use of costume highlights not only
the comedy genre, but also demonstrates this idea of
using old traditional conventions in the video.

9. Similar to other music videos
In this first shot, of What’s My Name by
Rihanna, the establishing shot of a blue
sky creates a positive tone to the video,
and this is also what we have done with
our video, used many shots of the sky to
apply a good mood.
The use of light in Juicy is used to create atmosphere and set mood for video.
Use of light and brighter colours have good connotations, use of darker colours
show him in jail and a low point in his life.
This is similar to Mr Blue sky, as we use the bright sun and blue sky to give off
positive connotations, and we are also are using a rainy day to highlight a
negative point in the song, as night closes in.