The document summarizes how a student media project used, developed, and challenged conventions of real music videos and products. It discusses: 1) How the music video used conventions like lip syncing, combining narrative and performance, and portraying a lead singer. 2) How the project developed conventions by adding a increasing tempo section and bonus DVD, and creating promotional materials like a website and merchandise. 3) How it challenged conventions through unexpected elements like a character in a blonde wig, brightly colored backgrounds, and a more comic designed digipak.

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

2. Andrew Goodwin’s Music Video TheoryThought beats- seeing the soundSynchronised drum beats to match the music, and guitar playing is visible in our band performance.Narrative and PerformanceA mixture of narrative storyline with a fictional character, and performance from people who are imitating the chosen band.The Star ImageThe character who played Hayley Williams, the lead singer of the chosen band, took on many traits that contributed to being the face of our band. The star image was portrayed on all merchandise and promotional material.

3. Thought BeatsNarrative and Performance

4. The Star ImageRelation of visuals to song and Technical aspects of the music video

5. Andrew Goodwin’s Music Video TheoryRelation of visuals to songThe video was lip-synced very well in order to create a believable band atmosphere and show that our group can use media techniques successfully. At a point in our video the lyrics also symbolise the visual image.Technical Aspects of Music VideoThe lighting in the music video was mainly natural, with some colour palette changes at points during the song. The mise en scene was created in order to look like the band we were imitating and taking on board the conventions of a soft rock video.

6. UseUses the combination of visual and audio inputs to create a lip synced sequenceThe video shows a narrative storyline and a band performance combined as do a majority of major music videos in the 21st century- especially the band we based our project on (Paramore).We paid attention to detail when researching the bands song and video conventions. We examined aspects such as; costume and other mise en scene, synchronised sounds, location, lighting and colour palettes.

8. UseFeatures of our digipak had similar elements to that of a rock band (such as Paramore), including posters featuring the band, CD inserts and lyric books. We considered this carefully when creating the CD covers and posters in order to portray our main band singer, in the same way that Hayley Williams is shown in the merchandise and promotion material of our chosen band inspiration (Paramore).

10. DevelopTraditional Paramore music videos don’t really show much change in tempo- they are constantly slow or constantly fast throughout. In our video towards the end of the song (Last 25 seconds) the tempo increases massively by 200% and the video begins to rewind certain parts until ending where it originally started. This is a convention that has been developed from the original video and from the bands past productions and made into a successful new video.http://www.youtube.com/watch?v=-J7J_IWUhlsPParamore – The Only Exception, shows slow pace throughout the song and a backwards edited part.

12. DevelopThedevelopment of the digipak included new elements such as a CD spine design, a membership card with promotions and details on, and a bonus DVD that could come as an extra disc when being sold.Band promotion was developed throughout the process of creating the video and we created a fictional band website using Moonfruit. We also designed a range of merchandise including hats, hoodies and T-shirts to show diversity and creativity within our group.

13. Twitter PageFacebook PageMoonfruit free website

14. ChallengingThe part of the video where Chris (our band member) is wearing a blonde wig, challenges the conventions of regular soft rock music videos- we did this as a short attempt at humour however in hindsight we would probably remove this element due to the audience feedback received in the Voxpops initiating a sudden change in genre wasn’t suitable for this song.

16. ChallengingThe brightly coloured background used on band parts of the video definitely challenges the usual colour palettes seen in the rock music industry. Bright orange is eye-catching and seen consistently throughout the video, it also syncs with the narrative characters costume (orange t-shirt) this was done purposefully in order to merge the Mise En Scene with footage.

18. ChallengingIn the design of the digipak we decided to go with a more comic theme than usually seen in soft rock videos- this includes a cartoon brick layer and wall as the CD main logo which links with the main song we based our video on “Brick by Boring Brick”.

19. Digipak Front Cover