The document discusses how the media product challenges conventions of real music videos. It uses quick cuts and editing to create a faster pace, and unique flashing animations not typically seen. It features an actress directly staring at the camera while singing threatening lyrics, putting the audience on edge rather than feeling happy. Controversial elements like fake blood are included to produce raw emotion over being promotional. Props of death and gore shock the audience. Plain clothing and backgrounds focus attention on the performance rather than branded products. The goal is to create something unexpected that refreshes rather than offends.

1. INWHATWAYS DOESYOUR MEDIA
PRODUCT USE, DEVELOP OR
CHALLENGETHE FORMS AND
CONVENTIONSOF REAL MEDIA
PRODUCTS?
In the style of a powerpoint.

2. Conventions
I believe in terms of conventions in my music video, I did not challenge the forms as much
as I would’ve liked to. I had a varied amount of shots which is common to the average
music video.The quick takes and editing did create a faster pace rhythm throughout the
video which does somewhat challenge the conventions of an average music video.The
animation used in my video is different to the typical music videos of my chosen genre,
while having the typical lip syncing, the animation flashes were unique and almost
completely different every time they flashed up during the video.

3. Concept
The story line of the music video links very well to the lyrics, which I took time to think of
and develop, as I wanted the video to be very relatable to the lyrics (as they have so much
emotion in them, I wanted to portray that in the video).
The idea of the actress staring directly at the camera while singing the lyrics is threatening
due to the nature of the lyrics, while the body bag then created an even higher level of
tension – implying that the actress is capable of that and signing directly at the camera
could be a threat to the audience.This is unlike many concepts as music videos tend to
want to make the audience feel happy, but in my video, it puts the audience on edge and
tense.

4. Mise-en-scene
A main theme throughout my media campaign, was the simple background and focus on
the foreground – with occasional use of fake blood!
This is a controversial few shots in my video as some viewers may not enjoy this, however
the processed thought is that many people who listen to electric rock would not mind this
and maybe even enjoy the controversial scenes and use of fake blood. But in music video
industries, many try to keep it PG as they want their videos to be promoted on day time
music videoTV channels such as MTV.This is giving a fresh perspective and challenging
the norm as it’s showing the band does not care about promotions onTV, but only wants
to focus on the feelings the videos produced and so they should not be censored.

5. Digipak andWebsite
Similar to the mise-en-scene controversy, the fake blood pictures is used throughout the
digipak and website which is unique and shows the rawness of the band.
Both are very plain which in todays society could be considered different as many digipaks
believe ‘the more the merrier’ as technology and animation has improved digipaks and
websites have become more intense and crammed with technology. I am challenging this
by taking a plain and simple approach, which could catch the audiences eye as its less in
your face unlike the rest, in a weird way making it then stand out.

6. Performance
Many music videos of this genre have lip syncing – which is what I’ve developed on, I
wanted her to lip sync but not just in a studio playing instruments, which is why I took the
keyboard into the forest and had her ‘play’ the keyboard to the beginning of the song.This
is very quirky and doesn’t actually make sense, but this is one of the first shots the
audience see, so the individuality of it may keep the audience watching for longer.
I also have the actress staring directly in the camera, while singing the lyrics such as ‘I’m
putting you out of your misery’, the use of you in the lyrics and the staring into the camera
is almost breaking the forth wall as if she is singing directly to the audience which is unlike
most videos, most usually avoid a stare down with the lip syncer and the camera. I think
this added another layer of intensity to the video and relationship with the audience – just
what I wanted.

7. Props
The props used were very controversial, mainly consisting of death and gore.
The body bag was created and with my audience feedback I know that this had a good
affect on the audience.While watching the gasp within the audience after the body bag
reveal showed the shock factor I was hoping for.The blood and gore was also challenging
the usual props in other music videos as it is not PG.

8. Costumes
From my research I found that many costumes and clothing in music videos, is sponsored
by clothing brands for their own promotion in the video. I decided to use plain black
clothing – unbranded.This is to keep focus on the actresses face, emotions and body
motions… not her clothes. Having simple clothing shows a dedication to the music and
not ‘selling out’ as many say.After watching videos with lots of product placement,
comments on youtube showed that the audience had a dislike for it and it left a bad taste
in their mouths even though it is commonly done. Because of this I decided to challenge
the use of sponsorship in music videos and just focus on the concept and representation of
the song. I did not want anyone to relate the song to someone elses product, just to
Phantogram themselves.

9. Overall
I decided to create a more controversial music video rather than going with the norm, so
that the audience could be shocked but also refreshed with the new style. I think this
worked well and was received in the correct way, which was not to offended anyone, but
only make them expect the unexpected!