The music video uses, develops, and challenges conventions of real music videos. It is based on a cover of "Toxic" by Yael Naim that portrays more emotion than the original. The video emphasizes the depressive lyrics through close-ups of the actor's expressions. It tells a story of being trapped in a toxic love through a narrative set entirely in a bedroom. The video challenges conventions by being entirely black and white to draw attention to the actor's face, and develops conventions through its editing that connects to the song. The digipak includes images of the artist as most do, with a striking front cover photo and credits. The inside contains more photos of the artist to surprise viewers. The magazine ad keeps elements

1. Evaluation Question 1
IN WHAT WAYS DOES YOUR MEDIA PRODUCT
USE, DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?

2. Music Video
The song that I chose was a cover version of the song 'Toxic' sung by Yael
Naim, (Originally sung by Britney Spears) who helped create a big influence to my
music video as her version of the song is so different to the original, My media
products depend greatly on its genre of Indie because the cover version was much
slower and portrayed more of an emotion with the lyrics, because in this version
the lyrics are quite depressive, so I decided to emphasise this with my actor.
As a result of that I decided to stick with the Indie folk genre to keep both the song
and music video closely linked together, Indie stands for independent, so I had the
goal of making sure I put my own independent twist into the video.
When comparing the cover version to the original song and the original video, the
cover version by Yael Naim shows more of the depth of the song lyrics that could
relate to the audience and my music video creates the story that the artist is
trapped in a toxic craze of love and pain but that she has a kind of twisted love for
it.
This relates to Goodwin's theory of 'particular music genres may have their own
music video style and iconography'

3. One main convention when it comes to music videos is the repeatability factor
(Steve Archer) and I made sure that I presented this into my media product, by
showing the artist express a lot of emotions and tell a sort of hidden story that may
not be understood at first, in just 4 minutes.
Throughout my music video I used the typical conventional method of close-ups
because I wanted to keep the focus on the artist’s emotions and expressions
throughout the video and the song. In addition, showing off the artist themselves,
relates back to Dyer’s theory of The Star Image which says that the star image ‘is
achieved by continued consumption of the star through his or her products’. The
artist’s image is the main thing that I was aiming for in my music video, as music
videos are also called promotional videos so my main goal was to sell the artist as
well as the video.

4. One video that I used for examples of shot ideas was 'Blue Jeans' by Lana del
Rey which is also quite a slow depressive song like 'Toxic', in this video its
creates an emotion portrayed to the audience by showing close ups and extreme
close-ups of the artist face showing her emotions. This also influenced my idea
to make my music video entirely black and white as I thought that when in
colour the surroundings brought more attention to but when I turned one clip
black and white all the attention was then brought onto the characters face

5. The narrative in my video relates back to the lyrics and weirdness of the cover
version of the song, and for the narrative I based my video on a sort of storyline
that consisted of the star being trapped in what looks like her bedroom, as this is
typically portrayed as the place where heartbroken love stricken people go to cry
and let the pain out. I portrayed my artist/actor to be so hurt and in love that she
turns crazy and love the pain that is given. To enhance this I got my actor to let
out not only sad emotions but for her to smile and laugh to show the crazy part of
the character she was showing.
The movement of the camera is also an important convention that I included in
my music video, particular panning of the artist's body and location, I used this
especially to establish the setting of the bedroom, showing the audience that she
is only in one room, I did this to give the audience the idea that she is trapped in
her room because she is so hurt and crazy from love and heartbreak.
I believe my video also embodies the key feature of Andrew Goodwin’s theory that
there is a relationship between bother the lyrics and the music to the visuals. The
artist is also seen engaging the audience, either by simple miming to the camera
or just by using different close up shots, allowing the audience to connect with the
star.

6. Music videos normally contain a lot of cuts to keep the audience interested
especially fast cuts so after listening to my song I made notes on when I could
incorporate the cuts to the beat. There are a lot of fast beats within it that can be
edited to have lots of quick cuts put into them; by doing this it shows that I am
aiming to adhere to the typical conventions of connecting the video with the
track , I used my editing skills to do this throughout my whole video.
I had to spend time finding shots that I could use that would catch the
audience’s attention to draw them in even more. I got this idea from not on
listening to the song but by researching other music videos. One video that
caught my eye was 'Standing in the way of control' by Gossip. This song is
contains a lot of fast beats that follow the track. Which is one thing that I
wanted to incorporate into my music video.
http://www.youtube.com/watch?v=opWBRRCTDXg

7. For the lighting and colour, my whole video is in black and white. I
used my resources to look at other black and white modern music
videos to see how they can still use noticeable lighting. So for this I
concentrated the lights toward my actors face to highlight her features
and emotions as it is usually close-up shots that are used to create an
closeness with the viewer, and when lip synching is involved that’s
what sells the artist to the audience the most.
One example that I found that was similar to my idea was 'Broken
Hearted girl' by Beyoncé, as even though the video is black and
white there is obvious extra light used to enhance Beyoncé’s
face, projecting her emotions towards the audience and making
her face the main attraction part of the video.
This relates back to Archer’s theory of studying music videos, he said that 'lighting and
colour are used to emphasis key features from the song'

8. Digipak
Based upon the research that I have done into Digipak I found out that
most Dipaks include images of the artist, or images that relate to the
artists songs, I wanted to use this convention when creating my
Digipak.
For the front cover of the Digipak I wanted to have a striking photo
that can be noticed from a far and the audience can relate to by seeing
the unique styling of the artist and remembering it.
Other classic conventions used in Digipaks are things like a track
lasting, barcode, credit block, logos and if the font fits in well with the
CD layout. I made sure to incorporate all of these things into my
Digipak to make it the best it can possibly be.
For the back cover I included another striking image of the artist that
even if the Digipak is seen from the back an audience will still be able
to recognise the artist from the styling and individuality of the
Digipak . As well as adding in the conventions of a barcode, logos,
websites and the all-important track listing on the back cover. For the
track listing the font is completely different to the font on the front
cover because the writing goes over the artist’s hair so needed a bright
colour to make the writing stand out, as well as relating to the bright
colours inside the Digipak.

9. I wanted again to include Dyer's theory of the star image. So on the inside
of the Digital I kept with the theme of the star image and made the whole
of the inside just images of the artist, these I believe made the Digipak
stand out and become intriguing to the audience. For the inside I made
the pictures Vibrant and Interesting to show off the different skills that I
used to create the Digipak, as well as surprising the audience with a
completely different inside showing them the distinctive style of the artist.
For the font and style of the final digital I used a number of different types of text for the front
cover, inside panels and the back cover of my Digipak. For the front cover I chose a specific text
for the artist’s name to attract the audience and a more simple text for the title of the album. I
used the colour of black for the artist’s names text to stand out in front of the white background
whereas for the album name texts there is a hint of colour used in it to signify the hidden
splashes of colour used inside the digital.
I positioned the Artists name at the top so it will be the first thing that an
audience would see.
For the back cover I used a completely different style of writing as the
other writing that I had used didn’t look as creative and eye-catching as
this text did, to make it stand out over the artists hair aswell I added in a
bright red colouring to it. This proved to be effective and impressive when
reading through my audience feedback.

10. Outside Middle Cover Inside Right Panel

11. Magazine Advert
For the magazine advert I wanted to keep the digital and the advert consistent with one
another, so that an audience will see the magazine advert and be able to remember the
striking image and recognise the digital and the artist. Aswell as seeing that the magazine
advert was promoting a new album.
For the main image I wanted to use the same image to keep bother the magazine advert
and digital linked together, as well as making the image as big as the page to make it
stand out more, one challenge I found when creating the magazine advert was that the
image was cut off and I had no way of making the image bigger without cutting off main
parts of the artists body.
So instead I challenged the typical conventions and covered the cut off bit with writing to
distract audiences from that fault and turn their focus onto the writing on the rest of the
page. Continuing on with the text, I use the same artist name text as I did for the digital lie
many other artists put on all of their albums like a kind of branding of the artist. Helping
the audience remember them more. By recognising their individual style. To attract an
audience I made the writing twice as big and filling up the top half of the A4 magazine
advert. One convention that I challenged and develop was the star ratings from popular
magazines. I included these to give the audience the knowledge and expectance of what
the digital would be like.

12. I made sure I did this by using the Digipak front
cover image on the magazine advert so that
audience will recognise the artist and become
familiar with their own personal individual style.
This is why I also used only images of the artist for
the magazine advert and Digipak, so that an
audience could recognise the star image straight
away, aswell as being able to recognise the unique
style of that certain artist.
One thing that I had to change was the writing of the
album name as it didn’t show up in front of the dark
background. Therefore to make it stand out I made
it bright red so that audiences can see straight away
the name of the album