The media product is a music video for the band "In Transmission" for their song "Tonight" in the heavy rock/pop punk genre. There are three main conventions seen in this genre that are incorporated: 1) live performance shots, 2) a dark or mysterious atmosphere, and 3) partying and drinking. The video fits with genre conventions but also brings some original elements. It establishes the band waking up hungover from a night of partying through establishing shots and tells the story through a variety of shots including close-ups, long shots, and shots from different camera angles with influences from other music videos in the genre.

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

2. The media product I have created is a music video for the heavy rock/pop punk music genre. The music
video is for the band ‘In Transmission’ for their song ‘Tonight’ and I have gathered several various pieces
of footage and ideas to create this video. The video on the whole fits intimately with that of the other music
videos in the genre but is however also relatively original and interesting.
It is very common to see three main things in this particular genre:
- Firstly there is the element of the live performance shot, as stated by Andrew Goodwin as one of the 5
key aspects of a music video, most prominently in that of the rock or metal genres.
-Secondly there is the element of a dark or mysterious nature, for instance in my research of the genre I
watched the music video for ‘Fixed at Zero’ by the band VersaEmerge, this video contained many dark and
gothic like elements to the video such as the lead singer on the floor in the middle of a forest in a long
dress
- Thirdly there is the element of drinking and partying that is a constant factor of the genre is also present
in many of the videos that I watched in my research. For example the music video for the song ‘To The
Stage’ by Asking Alexandria.

3. Andrew Goodwin stated in his general conventions of a music video that there are
five main aspects to every music video production. It is noted that despite Genre,
music videos most commonly consist of:
- Genre Characteristics:
- A relationship between lyrics and visuals
- A relationship between music and visuals
- The Demands of the record label
- Frequent reference to the notion of looking
- Often has intertexual references

4. These are the general conventions of the Rock Genres Music Videos.
Narrative

5. These nine frames I believe explain my music video’s various aspects which I will go on to
explain.

6. This establishing shots shows the band in their hung over
state as they sleep at various points of the bedroom floor.
This is an effective shot in my opinion as it first introduces
the band as a everyday, normal like group who tend to enjoy
themselves. The props used in this frame are extremely
efficient in exploring the storyline as all the empty bottles of
alcohol explain why the band are passed out on the floor. It
is also important to note that the greyscale type effect has
been used in post production to create a dazed and again
‘hung over’ appearance on the shot, this enables the audience
to engage with how the band would be feeling at that moment
in time.
This shot furthermore establishes a storyline in the video, as
we see the band also have no recollection of the previous
events, or idea what is going on. This shot works well as it
elevates the audience to a neutral ground with the band as
neither have any idea of what is to come, apart from a brief
idea; the empty bottles of alcohol. It also allows the audience
the first step in uncovering the path of the band, what they
are like, what they enjoy doing and this is effective as it
introduces the band to the audience, which would most
definitely be a demand of the record label, an aspect which
was observed in the threory of Andrew Goodwin.

7. This live performance shot is a key aspect of any music video
in the rock genre, according to Andrew Goodwin. I
personally think this shot is effective as it brings in the idea
of the time frames with the day and time in the bottom right
hand corner. It also for the first time introduces the band in
their ‘professional’ role as musicians and lets the audience
understand their roles in the band as a result. Once more
tying into the ideas of Andrew Goodwin it creates a strong
link between the music and the visuals as you see the band
playing along in time with the music that accompanies it. The
quick change from the greyscale to bright colours is also
extremely effective as it instantly allows the audience to
understand the change in time also.
This is an effective shot as it gives the viewer an on stage
perspective, something which would be very rare in a live
situation. It is also very common in music videos for the
same reason and creates a convention which is consistently
followed throughout many productions, also introducing the
band individually. Furthermore tying into the link between
music and visuals this shot does so very precisely as it is a
close up on the drummer, enabling the viewer to analyse his
every move. The lighting is also interesting as it provides a
new aspect to the video and the colour red is very often used
in conventions of the rock genre.

8. This close up shot is an extremely effective medium in
introducing the lead singer of the band, also developing the
‘star image’ that is required by most record labels. Not only
this but it links to another of Goodwin’s key aspects in the
sense that a relationship between the lyrics of the song and
the visuals in the video are clearly established. This shot is
also key to conform to the conventions of the rock genre, an
aspect which was important to the band in the production of
their music video.
The shot present on the left I believe to be a very useful shot
in gathering a sense of personality to the band. This is a very
important aspect to be included as it allows the audience to
come to terms with the bands personalities, which can make
or break a band. If they appear to be a humorous and
entertain group of people it is most likely that they will be
liked and gain a larger fan base, however if they appear dull
or simply uninteresting the chances of success soon diminish
and it is back to the drawing board. This shot depicts the
band as a fun, young group of people who like to enjoy
themselves, an element I consider a success when reviewing
the end result of my production piece.

9. I particularly think of this shot as extremely effective in
conveying the bands attitude and genre. The way they are
set up and their actions instantly make them recognisable
as a rock band, which is useful in enabling the audience to
understand the band. The long shot of the band, with a full
view of the stage and every member allows the audience
to view the relationship between the band members
themselves. This is useful to present each band member in
their own right, yet still as part of the band, for instance
you see the two guitarists side by side as they play their
instruments. The flashing lighting used in the background
also is important to note as it creates a wild atmosphere,
which you would expect to see at a live performance.
This shot was used to create a diversity within the various
camera angles and shot types we have used. The rapid
changes between shots is useful as it adds to the general
conventions of the rock genre, as well as creating a clear
sense of immediacy. The shadows cast onto the wall in front
of the stage create a sense of gothic styles and imagery,
which can be seen throughout the genre in various other
music videos. This aspect is interesting and develops an
interesting twist upon the fairly upbeat style of the video so
far, and creates a heavier image for the band. It is also the
view that an audience member would receive if they were
backstage which is again very rare, so it is most regularly

10. This over the shoulder shot creates a sense of normality in the
video and depicts the band as down to earth and ordinary
people. The shot appears un staged and gives the shot a
natural feel, as if the camera was not even there; like the
viewer was merely sitting in the room with the band. The
relaxed and warm lighting used creates a comfort for the
audience in contrast to the flashing lights and movements in
the previous scenes. It is almost like a breather for the
audience before they are thrust back into the crazy world of
the band, portraying the band as rather fast paced and wild.

11. This medium shot of the Drummer of the band waking
up was taken using inspiration from Asking
Alexandria’s music video for their song ‘To The
Stage’. The idea of the band waking up from a
drunken night runs similar to the storyline of this
video, an example being the two medium shots of the
band members from each video on the left.
The lighting used in both videos is also similar in the
sense that both videos clearly display a sense of
daylight as the light shines through the curtains when
panned out.
In comparison between the two videos, Asking
Alexandria’s video portrays the various actions that
the band do before they play a gig. Whereas my video
witnesses the band waking up from a crazy night, then
reviewing the nights events through a camera.
Although sounding different here, both videos use the
aspect of the band waking up in a dazed and confused
state and also portray the bands as quite wild, yet
down to earth. An aspect I wanted to depict in my
music video.

12. Once more this medium shot of the drummer is a shot
type used throughout many music videos within the
rock genre. In my video there is a clear focus on the
drummer, engaging the viewer with the band member,
establishing a relationship.
The lighting used in both videos is also similar in the
sense that both videos depict a flashing and vibrant
colour which creates a sense of urgency and
excitement, which links with the tempo and upbeat
nature of the song.
In Comparison between the two videos my video and
Enter Shikari’s video for there song ‘Sorry Your Not
A Winner’ both videos use similar elements. Both
songs are fast paced and in turn need a rapid and
exciting video to accentuate the success of the song.
Both of our videos use fast paced cuts to gather a
sense of immediacy, this again ties in with the fast
paced lighting in order to gather the same sense of
immediacy. Both videos interestingly use close ups of
each band members which is a general convention of
the rock genre.

13. The medium shots presented here feature members of
both groups being slapped or punched in the face
from a similar camera angle. Although random and
not a convention of the rock genre, the unusual shot
adds a sense of originality and diversity to the range
of shots presented in my video. The idea did not
however come from an existing music video, but from
a film called ‘Jackass – The Movie”. The characters in
the film are very wild and crazy and portray
themselves in a very free and open manner; they do
not seem to care about anything. This is a good image
for a band in the rock genre as it gives them the
‘rebel’ like title that was very popular during the
height of genres such as punk rock. Through
including something like this into our video it depicts
the bands attitude in a similar format, it allows them
to seem like a carefree and humorous band who are
likable. Which was the image we were going for when
producing this shot type.