A2 Media Evaluation Question 1

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

2. My media product is aimed at 15-26 year olds. The indie genre
aims to identify personal identity in audience members. Blumler
and Katz’s Uses and Gratifications theory identifies audience
members benefits from the genre itself. The band my Advanced
Portfolio is focused on is a local indie band ‘Your Illuminations’. It
consists of four young males, common of the indie genre in
bands such as The 1975 and Catfish and the Bottlemen.

3. Conventions of the Indie Genre: Music Videos
Conventions
Range of shots that mirror the meaning of the lyrics
Pan and track to follow and focus on the artist themselves
Mise-en-scene – further initiates the meaning of the lyrics which is a common convention of the genre
Editing – transitions that link to the music and match to the beat of the song as well as the narrative and
performance
Performance and Narrative within a music video
Props – fitting to the convention of the genre, eg cigarettes, instruments, symbolic items such as the
picture frame
Setting – low budget, easily accessible and simple to fit with the unique and simplistic genre
Focus on instruments
Narrative tells the story of the lyrics. Indie genre aims to have symbolic meaning of lyrics

4. Costume: Conventions and Choices
• Simplistic, dark colours
• Unique style
• Relaxed and vintage clothing
• Shirts, denim, vintage t shirts,
doc martens etc
• Each member of the band has
their own unique style from
the lead singer dressed in a
vintage Adidas t shirt and
other members of the band
dressed in black or vintage
shirts. This is consistent
throughout the indie genre as
it informs the concept of
personal identity.
I researched a number of indie artists such as The 1975, Catfish and the Bottlemen and Two Door Cinema
Club in order to gain a clear understanding of the requirements for a recognisable costume to adhere to the
conventions of the indie genre. I then applied this to my own product.
Within my music video I have utilised narrative
and performance throughout. The use of
simplistic clothing, dark clothing, denim and
relaxed aesthetics adheres to the conventions
of the indie genre.

5. Performance and Narrative
• It was crucial to the conformity of the conventions of the genre for an element of live performance
to be used within the music video. However, the use of symbolic narrative is also a common
convention of the indie genre as seen in The 1975’s ‘Robbers’ music video that symbolically explores
a love story.
• The use of a live performance also conforms to another convention of the indie genre: the
importance of audience. The clips used of the crowd derives a personal identity for the audience
members as well as a distinct relationship between audience and artist which is a common
convention of the indie genre.
• The indie genre is simplistic with its narrative. I aimed to conform to the concept of a stereotypical
break up within the indie genre. The female depiction within the narrative is one of an empowered
character who is driven by her own personal strength against the stereotypical weakness of women.
The male character is angered by his weakness against the breakup and non-conventionally shows
his emotional distress.

6. Performance and Narrative
Through research of the
Indie genre it was evidence
that symbolism and
inference from lyrical
meaning was important in
order to create relatability
to the audience. Lyrics
derive meaning which in
the indie genre is depicted
through the use of
symbolic images, such as
in the Robbers video by
The 1975. I aimed to utilise
this in my own music
video, however I also
wanted to adhere to the
conventions of the genre
through the split use of
narrative and performance
elements in order to show
the importance of artist,
music and instruments in
this genre.

7. Conventions of Setting
• Simplistic setting
• Minimalistic and convenient setting in order to
conform to the conventions
• Studios, stages, rural buildings, settings associated
with areas such as in this case: Manchester
• Night and Day Café in Manchester – performance is
intimate and recognisable to the indie genre
• Narrative depiction of setting is one of domestic
setting in order to inform relatability between
audience members and the characters portrayed
within the music video
• Bedroom shows intimate emotional insight which is
recognisable to audience and real life situations

8. Editing Choices to Conform to Conventions
• Fades from narrative and
performance in order to show
the immediate correlation
between narrative and lyrical
meaning to show the importance
of artist and symbolism within
the indie genre
• Opacity changed in order to fit
in with the conventions of the
indie genre of simplicity and
dark colours in order to create a
distinct and recognisable brand.
• Ken Burns effect used on Final
Cut Pro X in order to zoom in on
the instruments to focus on the
music and artist.

9. Link to Ancillary Tasks: Creating a Brand
I researched a number
of digipaks and
magazine posters in
order to understand the
necessary conventions
of the indie genre and
the vital importance of
creating a brand.
Colours, lighting and
imagery must be
recognisable to create a
brand which is crucial to
the indie genre as a
unique and
recognisable
independence of the
artist.