Evlauation question 1

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

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.

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

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

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

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.

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.

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.

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

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.

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.

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.

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.

It was important when designing my poster to convey
a consistent design between it and my digipak. There
must be an element of synergy that links the two
together in order for an effective pair of ancillary
text’s to be created, and work well with my main
product, my music video. As I was using a different
design on my poster to my digipak I found it
necessary to use the same fonts and colour scheme
through out the two products. I also decided through
my research into existing products that I would
include the cover of my digipak onto my poster
design in order for the audience to easily establish a
connection between the two. My poster design also
worked well in comparison to my main text; my music
video. This is as it featured a close up of all the band
members which was at the bottom of the poster
design, the band were instantly recognisable when
viewed on either texts as they would remember the
faces. It also conveys Goodwin’s theory of the star
image into a print media text opposed to a music
video as it gives a clear and recognisable image of the
band.

In order to maintain a professional and
effective combination between my main
product and my ancillary text it was
essential to make the band look as if they
fit the rock genre. Through my research
into existing bands in the genre I
gathered the general styles and clothes
that were consistent throughout rock
bands. There for I was able to establish
not only a good connection between my
ancillary texts and my main product due
to the bands style, but also link it clearly
with the genre to establish an exciting
image for the band.

Through my research in class into the existing products that exist I stumbled upon the Biffy Clyro album
artwork and instantly liked the design. Tying in the theme of nature and the band being unsigned and young I
thought it would a great idea to interlink the idea of nature and the seasons into my artwork. The general
concept of the bare tree was to signify winter and hard work, which would be considered the slow burning
and tough part of band life at the very beginning. As the band progress and more alums are made the tree
could enlarge and grow leaves to signify summer, which would highlight the bands success and how it has
been through the worst and put in the hard work in order to flourish in the summer. The tree was also edited in
order to create a vibrant and exciting front cover, which also gave the tree a 3d simulated type effect which
contrasted strongly with the nature and normality of the tree itself. The red and black colour scheme however
most importantly ties the album cover into the stereotypical colours and conventions of the rock genre and
makes it easily recognisable as a digipak front cover of this genre, as well as looking effective and
aesthetically pleasing.

It was important to maintain a sense of synergy and consistency throughout my ancillary texts and music
video. In order to do so I decided to use the bands logo featured both above and below on both texts, and also
develop a font (featured below) to use also. To do this I had to gather an idea of what kinds of fonts and styles
are popular in the industry, and what works effectively. Through my research into the digipak for the band
‘Paramore’ on their album ‘riot’ which is displayed on my blog, I was able to do so. The album consists of a
‘scratched’ type font which appears as if it has taken course as some kind of vandalising perhaps has been
done by the band and ties in with the rebel image usually associated with the rock genre. The digipak is also
very simple and only uses two colours on the font, black and orange; black for the background/main body and
orange for the title, to make it vibrant and stand out.

In my opinion the digipak
and the poster work together
extremely effectively as a
combination. I especially like
the faces at the bottom of the
digipak as they give an
instant portrayal of what the
band are like, and not to
sound clichéd, puts a face to
the name.
As I have seen many of these
posters and digipaks before it
is instantly apparent which
genre they fit. I think they
look very professional and
give a good first impression
for the band. In regards to the
music video also they most
definitely work together well.
The poster looks like
something I would see in
Kerrang, it works well in
combination with your video
and digipak and I especially
like the fonts used. Lastly the
synergy between the two
looks very convincing,
enforcing the combination.

The addition of my ancillary texts to support
my main text strengthen the personality and
image of the band most definitely. For
example the use of the faces on the front of
my magazine poster portrays an alternative
and wild image of the band, which would
increase their popularity within the genre. It is
also apparent that a sense of a consistent
identity is evident throughout all three texs,
for example using a consistent text and colour
scheme on both print products. Similarly in
terms of the video, the childlike and carefree
nature of the band is first presented, and then
conveyed in both the digipak’s inside panels
and also the front of the poster. Lastly I am
very happy with the outcome of my three
products and feel they all work effectively to
produce a professional and interesting media
product.

Evlauation question 1

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Evlauation question 1