This document discusses how a media product challenges and develops conventions from real music videos. It analyzes house music videos from artists like Avicii, Calvin Harris, and Tiesto. It discusses taking elements from their album covers and videos, such as using the artist's logo prominently. It also discusses using vehicles like motorbikes to develop the fast tempo, and only featuring a small cast like Calvin Harris' video. The product aims to promote the DJ and logo throughout while adapting star theory to feature the DJ as the main protagonist.

1. Q1. In what ways does your
media product use, develop
or challenge forms
conventions of real media
products?

2. Looking at the conventions in different
music videos I had to look deep in to our
genre. The genre choice that we went
with was house music. So music with a big
base throughout and a drop of the music
as the chorus that many would dance too.
This included music from artists such as,
Avicii, Hardwell, Calvin Harris and tiesto.
I have analysed many videos from each of
these artists and more to make sure that I
use and develop the conventions used in
house music videos. In this power point I
will show how we have created our video
to coincide with the conventions we have
found.

3. Similarities in album covers.
Here we have took the inspiration of aviciis album “True”. We felt
that the use of the logo and the artist was important for the
audience to recognise the artist straight away with only a little
look.

4. When looking at Calvin Harris’ album “18 months” we decided that
we wanted ours to be similar as it was simple and looked smart
with him being within the picture with only a wall behind him.
However we have put an X on the wall behind him as this is how
we want our fans of our DJ to recognise him. We wanted a symbol
to link in with the DJ very simply, so we thought since his name is
eXistence then it would be easy to do. We took this idea about the
logo of Avicii as you can see below he puts his logo in his video of
“Hey Brother”.
We liked the way Calvin Harris’ album looks very sutile, but has
everything on the cover that you need to see, his name and him on
the album.

5. We have decided to take some inspiration off Calvin
Harris in his video “we’ll be coming back” where he uses
the use of vehicles to introduce and develop the fast
tempo of the beat. We felt that this was easily to use
and manipulate into our own product. Using Scott's
motorbike, we travelled around our local town getting
footage of speed and movement to put in the chorus, to
enhance the beat when watching. To challenge the
conventions however we used our motorbike as a part
of a side away from the narrative, where as calvin
harris uses it to tell the story of the video. We have also
took inspiration on this on terms of cast. This video only
features Calvin Harris, example and a mystery woman.
This is what we have done in our video, only casting 3
people.

6. Another thing we have used and developed from real
products was the use of a logo inside of the video to
promote the artist and make sure the audience know
exactly who they are watching. We felt with our name
being Existence we can use our logo of the “X” to
translate in the video, also used in our album cover and
website throughout, to truly promote the logo as ours.
Above is taken from Aviciis “The Nights” and it shows
how he has spray painted his logo in to the video. We
took this and developed it in to our own video.

8. We have made sure that we have looked
up on Richard dyers star theory where
the star on the video is portrayed
properly as the star. With DJ’s its slightly
different as they are not the singers so
they cannot lip sync or do the regular
dance moves you would see off the likes
of Chris brown or Beyoncé. They
generally have a small cameo in the
middle or end of the video and that is
what we have took from those artists and
made within ours. We felt it was
appropriate to use in ours as the star is
the DJ so we have given him a key role
within the video.