The student created a music video that challenged conventions of the rock genre in several ways. They incorporated creative camera shots and lighting techniques seen in other music videos to make their video stand out. They also added a storyline and used lip syncing to match the lyrics, drawing from common music video editing conventions. While basing the overall design of the video on techniques used in other rock genre videos, the student made their video unique by including a flashback scene with the artist in a double role, something not typically seen in other rock music videos.

1. Q1 evaluation. In what ways does your media product use, develop or challenge
forms and conventions of real media products?
I was influenced and inspired by music videos that I watched which have used a
number of original ideas and scenes. My media product challenges forms and
conventions in real life music videos of rock genre. I also wanted to make sure that
my video was not predictable in any bit of the storyline that we had. Most music
videos from the same genre had a lot of creative imagination and shots used were very
dark and fast pace. For our music video we followed this use of mis en scene by using
light to convey meaning and add an overall tone for example the green screen of the
band playing had specific lighting pointing downwards to the band to make them
stand out.
The lighting directly above
them to make them stand out
as the center of attention.
We also wanted the lighting to be similar in the storyline therefore we added
professional lighting in the restaurant scene. We got the permission from the
people that worked there if we could film with the use of professional lighting.
We also went there before it closed so that customers would not come in our
way during filming and overall it was a successful footage.
I have also developed the idea of lip syncing to add to another of the conventions of
editing to the beat. I have used the music video conventions of syncing to words to the
movement of the singers lips. The music video we produced use the conventions of
real life music videos, CD digipacks. Our music video has taken ideas from other
videos I analysed and gave us a wide understanding of the costume, locations and the
props that we could use however we changed this during the process of editing and
thought colour would make it more bold as seen in last question of my questionnaire
feedback.My target audience are used to the conventions of the video and there is a
huge focus on the storyline of the music video. The music videos that I analysed from
a variety include ones which do not have a storyline, but only the band performing
however adding a storyline to our video made it more catchy and matched to the
lyrics of the song ‘start again’. The bands digipack front cover reflects those already
on sale. It features the bands name at the front similar to the ones we analysed in
digipack research, The inside of the CD package features common conventions like
the track names. Here is a picture of the inside cover of the digipack.
Name of the tracks
on the back cover.
The bands Myspace also uses many conventions but also develops on them. It features

2. things that would usually be expected such as discovery, biography and live gigs.
I have emphasised the location and emotions and artist by using conventions of a
variety and different type of shots such as long and medium close ups. I have also
developed the conventions of flashbacks in my own music video but to make it more
creative me added a double role which makes the music video unusual and different
as most music videos of rock genre goes not feature and this was one thing that made
our music video unique and different.