1. G324 Evaluation Tasks.
Question 1: In what ways does your media
product use, develop or challenge forms and
conventions of real media products?

2. Linking lyrics and visuals
I decided to have visual links between the lyrics and visuals as when I did my existing
products research I found that this convention was present.
Benjamin Francis Leftwich (BFL) – Box of Stones
Lyric “water makes it was around”
My music video
Lyric "raging tides”
(BFL)
Lyric: “the forest…”
Mine
Lyric: “Crashing down…”
Mine
Lyric: “leaving footprints…”
Lyric: “Sunlight leaks through…”
Matches lyrics being written down
Ed Sheeran Lego house
mine

3. Linking lyrics and visuals cont.
My products uses the convention of my lyrics matching the visuals. Like I mentioned
on the previous slide I found other existing products within the same genre used this
convention, so I thought it’d be good to follow this so audiences can familiarize the
video with this genre. This is also done so the video is easy to follow and audiences
will find it easier to understand what is going on throughout the video. This
convention is a excellent way for the artist to explain with visuals what the lyrics
mean to them, allowing fans to sympathize with the musician.

4. Camera shots and angles
After looking at existing products during my research, I noticed they used a vast
mixture of different angles, shots and camera movement. These are used to keep
audiences from getting bored of the video whilst watching it, to keep with the pace of
song, used to give different effects and portray the narrative or performance
differently.
Use of tracking in my video, Lego House by Ed Sheeran and Good Natured Child by Sam Beeton.
This convention of tracking shots is often used in this genre as the character is usually on an adventure.
Use of instrument close ups, My video, Good Natured Child by Sam Beeton and Box of Stones by BFL.
This convention is used to show how intimate the musicians are with their guitars as they’re the main
sound of the song/album.

5. Camera shots and angles cont.
Use of extreme wide shots also using rule of thirds in my video, Lego House by Ed Sheeran and Box of Stones
by BFL
This convention of is often used to portray loneliness and to show the character on their adventure alone and
isolated from the rest of the world.
Use of still shots where the character is meant to be the only object moving, in my video and Box of Stones by
BFL
This convention is often used to make it look like the audience are almost spying and watching the artist from a
distance whilst they are unaware, this allows the viewer to feel connected to the artist and perhaps relate to them
and the message in the video, which is usually left for the viewer to interoperate themselves.

6. Camera shots and angles cont.
Lastly is the convention of facial close ups, seen in Good Natured Child by Sam Beeton, Lego House by Ed
Sheeran and Box of Stones by BFL and my own video.
This convention of is often used in this genre to build a connection between the audience and artist. Since the
artist is usually on a journey or adventure viewers can become apart of it this way. It allows viewers to see how
the artist is feeling helping the them understand what is going on in the video.

7. Mise en scene
I chose the location of a scenic country walk because I noticed many other
existing products in this genre had their videos based there. I didn’t want to
reject this convention as it’s what my target audience would have been
expecting.
The props I chose were miminal again because my research shows this genres
music videos are very ‘pure’ in the sense there isn’t many instruments involved
and it’s usually just the one voice featured and this is reflected in their music
videos by having only what's necessary which is usually just a guitar and any
props that play a part in the narrative.
Jake’s look throughout my package is individual to him and reflects his age as it
is quite bright and bold, drawing attention to himself, this reflects his target
audience as they’re likely to be wearing similar clothes and wanting to copy him
for being ‘original’.
Linking with the above paragraph is Jake’s character, I chose Jake as he is the
right age and gender to fit well into the indie folk singer/songwriter genre, along
with the other existing artists, they’re all male and around 18-25. He fits well with
the demographic of his target audience so they’ll be able to connect with him
better.

8. Narrative
My narrative does subvert the usual conventions for this genre because if
they’re singing about loss or a girl the video would briefly show them or have
objects related to them. I took a different path and focused on the artist and
his feelings about himself after certain events in his life. Showing him and a
lonely wandering figure showed turmoil and loss in a completely different way
of the generic indie folk singer/song writer video. However the song does
reinforce some conventions in order for it to be relatable to the genre.
Anything too different and audiences may not understand the genre or the
message trying to be portrayed.

9. My product uses the convention of getting to know the artist
by having a range of shots of them, including close up
shots where they look at the camera to establish a
connection with their target audience. Keeping outfit
continuity was important to build and keep Jakes brand
identity which will be visible throughout his products related
to the song/album so he is easily recognizable.
A convention my product challenges is
the one of a song similar to this which
would include other people and losing
them to show turmoil. For my video I
chose to show turmoil by showing my
character showing emotions such as
stress/anger (at himself but is from
others) He is shown to look lonely by
using wide camera shots and framing
the camera according to the rule of
thirds.

11. Another convention my ancillaries use is the
continuity of theme, outfits and mise en scene
which match with the music video. I used stills
from my video and took photos of Jake wearing
the same clothes to reinforce this. I also noticed
from existing products that the magazine advert
and cd cover were the same picture, this will be
to help people recognise the album once it’s
released.
•Conventions used on the magazine advert are
similar to what you would find on existing ones:
•Large title
•Album title
•Date of release
•Platforms available
•Artists website
•‘hit’ singles (previous releases)
•Producer logo
Large art work similar to album

12. Cont.
My ancillaries use the same two fonts this another way of confirming
conventions seen in this genre.
The picture being a mid shot of Jake not looking directly into the camera has
connotations of loneliness or distrust. May encourage audiences to watch the
music video to find out more about this mysterious artist. However mystery
isn’t a generic part of this genre so it was important to not have too much of
Jake hidden.
The bright colours reflect Jake’s age and personality but also the
demographic of audience he’s trying to attract. This does however challenge
the conventions of digipaks and albums in this genre as they are usually sepia
toned with a small variation of colours.