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

2. VIDEO Use The first convention that I used is a narrative idea for my video, so I made sure that it had a beginning, middle and an end. I have also used the theory of Freytag's Pyramid where in which there is a build up before climax, than falling again. Using a male and female as the two strong leads, is a convention that has been used in many videos/films to display a sense of unity and help the audience to relate to either sex. Simple editing was used to show flashbacks, where I put the video in black and white. I decided to use the genre, to help reflect the nature of my video. As it is a noise rock sound( which is quite heavy even eerie), the convention I have used is a horror or thriller style – lots of blood, a sense of light and dark, a victim and the villains. The story within the music video was like a horror or thriller, because, the audience is unaware of who did it what until the end when it all ties together. Some of the camera shots that I used, were like conventions from a horror/thriller film such as p.o.v shots, long shots, and tracking. This was to help the viewer feel as if they were the victim, or they were following what was happening, giving a more realistic sense of them being there. I used intertextual layers, from some classic horror films. These were the sign on the wall which says -‘I know what you did’ – symbolic of the ‘I Know What You Did Last Summer’ films, a shot of a bloody sinkhole symbolic of ‘Psycho’ , and long corridor shots symbolic of ‘The Shining’. I also used intertexual layers from the Shakespeare play Macbeth, in which Khalid believes he has blood on his hands because he feels guilty about what he has done.

3. VIDEO Develop I developed on some of the camera shots to make them more unique and my own - as well as to throw the viewer off guard. For example I have a shot of Khalid’s hand from below, dripping blood which goes on to the screen. I managed to get this effect by putting a plastic wallet over the camera lens, as not to get it dirty. We then mixed water with red food colouring, and put it all over his hands so that it would drip evenly on to the camera. Because the wallets were more translucent than transparent, I was worried that the effect would be ruined, however it actually worked in my favour, because it than looked more distorted and blurry. I also used editing to progress on some of the camera shots. Continuing on from the blood on the camera shot (See above), I then got Khalid to rub the blood into the screen, so it looked as if he was washing his hands. When it came to editing this, I then split it up, then made each chunk more and more faded. This was to tie in with the Macbeth ideology in that he thinks he has blood on his hand, but in reality he doesn’t – he’s paranoid. I also used transitions to help develop between flashback and what’s going on currently. For some of the shots, I used an overlapping technique, to develop on just a single shot. This was done by putting one shot on top of another, and then changing the opacity. I liked this effect, because then I could show two things happening at once but they’re just in different places.

4. VIDEO Challenge As I was on a very small/no budget for this video, there was some props that I wouldn’t of been able to afford let alone gain access too. This meant that I had to either leave them out or do a make shift version. As I had a hospital theme, this was the case for most things, so I had to make them, but luckily the effect came out okay. One that I liked in particular was the heart monitor. I managed to make this by drawing a heart beat along a piece of paper, but doing it section by section then taking a quick camera shot. I did this all the way to the end of the paper. During this, I also used a strobe light behind to give a flashing effect. When I then put it all together, it looked as if it was a heart beat. This was the same with the location because I couldn’t actually film at a hospital. However to make it look as if we was at one, I managed to get some outside shots of the local hospital, and then use the corridors and social areas at my 6th form, to seem like the inside. Luckily I was also able to gain permission to use the MI, room where there was a bed, for Alysha to lay on. With the narrative itself, I challenged the idea of what would happen in the end, as the two people get in the car and they’re friend was there. This leaves the story hanging, which (if this was to be sold as a real video) would leave the viewer wanting to know more, even listening to more of the artists songs. Because the song, is very fast and full of beats, I used the time stretch tool for most of my cuts to make sure it was in time. However, for some of the shots, I slowed it right down, but still make sure it cut to the beat. This was so that the viewer could clearly see what was about to happen, as well as to add some variety. The editing itself, I tried to challenge and make my own not only to make it unique, but also to convey a metaphorical sense. For example, when I did the flashback parts, I made them in black and white which is simple enough. However, when I did the stabbing scene, I intersected cuts of black. This was to make it look, as if parts of Alyshas memory are only just coming back to her. I think that by using cuts of black in between some of the scenes also gave it quite an eerie feel.

5. DIGI-PAK Use With the Digi-Pak, I used the usual layout of having 6 panels, with a front, back, middle and cd insert, along with a spine. On the back panel there is track listings of the song on the album, so that the buyer, knows what song they are listening to. I used the convention of having a theme throughout the Digi-pak. This was the 5 set of colours that I used which was black, white, purple red, and green. I chose these colours, because I felt that they were bold and helped to make the pictures stand out, as well as having connotations towards the video. I used shots from the video to make most of the CD. I thought this would be a good idea, because, then the audience could link the two together, especially if they had enjoyed the video – as well as the fact that the album is the same name as the video. On the three middle panels, I used a set of pictures that were all fairly similar to each other, so it didn’t look to out of place.

6. DIGI-PAK Develop I developed on where to put sections of colour to reflect meaning. For example, the red was to symbolise blood, and anger, the green was to symbolise envy, (and to ironic of the fact that the eagle on Khalids t-shirt are strong and bold but he has not been), purple to contrast against the white and green, and the black to show shadowing. I also developed on how to display the track listings, which was by putting a ‘#’ in between each one instead of numbers. I just thought it would be something different. The editing of the pictures themselves have been developed on, so that can relate to the video, yet have their own unique elements. For all of the panels I used contŕe crayon, and graphic pen, because it they gave a great line and blur effect. I also used emboss on the front panel picture because it gave it a 3D effect. Although it was a coincidence, my front panel picture bears a similarity, to the Sonic Youth album cover that I analysed. However I developed on it, by using the above effects.

7. DIGI-PAK Challenge I wanted to use a strong image for my front cover, so it would catch the viewers eye. For most album covers, there is usually a picture of the artist or something that represents them. However I decided to use this picture, because when you first look at it, is hard to make out, but once your eyes adjust to it, you can see that it is a bloody sinkhole. I also challenged on the idea of where the writing went on the front panel, because typically it would be on the left side. However I decided to put the artist on the top right, and the album title on the bottom left. This was so that it gave a more surreal sense of where everything is. I challenged the concept of not putting the artist anywhere on the Digi-pak or any acknowledgements from them, so that it gave the whole thing a sense of mystery and anonymity to the viewer. I feel like what I have put into it, is simple but effective, because I didn’t want to overload the panels with effects and pictures, but I did want it to stand out and catch the viewers eye.

8. ADVERT Use I used the typical conventions of an advert which was to display it on an A4 page, have the name of the artist and album and when it is out. I used the idea of having the writing go down the page, so the viewers eyes will travel down the page and take in every aspect of the advert. I used ratings at the bottom to hope boost the artist and album profile. By also putting that it needs to be pre-ordered suggests the album is exclusive and will be very popular so the audience need to get it fast. Develop I developed on the idea of having the overlapping technique, by putting a blue filter on top, to make it stand out. By putting the logo of the magazine who have rated the album, (instead of just the text) makes it seem more professional, and also helps it to stand out. Challenge I made a pattern around the edges of the poster, which I thought helped it relate to the genre, as well as make it look like it has just been discovered. I also felt that the font I used was relatable to the style of music, however by putting it in a purple colour, makes it seem more approachable to a wider audience. I put the front cover of my digi-pak on my advert, so that the audience can tell when album it is straight away if they were to go buy it.