The document summarizes the media product's use of conventions from real folk rock music videos and albums. It discusses how the video used conventions of varied pacing and editing techniques to build tension, as seen in Mumford & Sons' videos. It also challenges conventions by using dynamic lighting throughout, unlike most folk rock videos. The media product also uses conventions of magazine ads by including reviews and album covers by prominently featuring band members' faces. All of these conventions were employed to effectively promote and market the band.

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

2. Convention #1 ( Video) (Use)
- Folk Rock Music Videos often use variety of paced editing techniques in order to build up tensions towards the
climax. We used this technique for our music to have the same effect.
- We have used this convention because it’s one of the most common and effective editing technique for folk music
videos, slowing down the pace of clips or using frequent cutting to reflect the music makes the audience feel
times flowing really quickly or alternatively slower. Overall, we tried to keep the editing parallel with the song to
keep the audiences attention.
1:57 1:58 2:00 2:02 2:04 2:05
2:20
Mumford & Sons
– I will wait
2:22 2:24 2:25 2:27 2:30
Our video
- In our music video, we used about 6 different
camera shots in under 8 seconds to show the fast
pace of the music
- In comparison to Mumford & Son’s music video,
which used 6 different camera shots and angles in
under 10 seconds to show the fast pace of the
music. In my opinion we used this technique very
effectively.
- However, for our music video we used frequent
cutting technique between the narrative and
performance to engage the audience more quickly in
faster pace.

3. Convention #2 ( Video) (Challenge)
- Folk Rock Music Videos often use dynamic lighting throughout their music video.
- We chose this convention because it’s one of the most important factor in a music video for bands. Having good lighting
for music video can control the mood and tone throughout the video because the audience can visualise the video much
easier like making them feel they’re watching the band perform live.
- We achieved the lighting look in our video by using our school drama studio lights as well as using two big photo booth
lights directly to shine at the performers in order to film details of the performers. The lighting was crucial part of our
filming because we were filming in a very dark setting. Overall, with all facility and equipment we had I think we
achieved very professional look for the video.
Our Music Video
Mumford & Sons
- DitmasVariety of angles were
used as well as lighting
throughout the video
In comparison to Mumford & sons
music video both settings look very
cinematic and professional. Which
suits the environment and the
genre.

4. Convention #3 (Use)
- Magazine Adverts Include Reviews
 We chose this convention because artists include reviews on magazine adverts because they are
trying to promote the new album and showing good reviews from creditable sources will build
more attention and attract new fans to the existing fan base. I personally believe that having a
good review for magazine adverts is very important to attract people who have never seen the
artists perform.
Using reviews from well know media
companies and famous celebrities
hypes up the release more.

5. Convention #4 (Use)
- Using our band members face on the front page
 We chose to use this convention because we wanted to promote our bands image. The point
of digipak is to promote the band as a group not the individual members and the main goal
is to become more recognizable in the industry. To accomplish this we had the faces of the
band members of our band on the front of our digipak and throughout our other ancillaries
as well.
Both digipaks include the band
members on the front cover and the
lead singer in the middle
They also promote the
instruments the members
use.
Our Digipak