Evaluation Q1.

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

I feel our video really follows the conventions of a music video that I previously researched. For example, it fits in with Vernallis theory of the camera and editing moving in time with the music and using many edits that are dilibrate and notisable to draw attionation to what on screen. Below I have shown some clips where our video uses these edits similar to music videos we looked at:

We also followed Goodwin's theory, choosing to use amplification, where we had a slight story/ meaning that fitted in with the music, but not a full storyline like illustration. We anaylised the liyrics "The music thay we play will ease your mind" and decided a party scene would show the meanin, we then took the lyrics from the verses such as "I am a man with a lonely heart" and came up with the idea to have the artist showing hes quite down and emotional, then the music at the party 'eases his mind'. So there is a slight story, but not full illustration.

I feel my media products both the music video and ancillary work stick to the conventions and style of the genre we choose.

For our music video took loads of inspiration form several artist and music videos, for example:
In the first 2 chorus we had Shannon walking down a street at night, and then again on London bridge by the river. We got this idea from Jamie T's music video for Sheila,

We felt this location was perfect as the darkness of the night reflected the Artists sad mood at the time, but also brought out the colourful light of the city, which we felt linked in with the brightness of the glow sticks at the party.

For the party scene we took inspiration from a number of videos including; DEV - Bass Down Low, Chase & Status - Pieces and JLo - On The Floor.

We used a similar shot to DEV's with Lashmi singing in front of the camera with people partying behind her. We liked the shot as it showed the chaos of the party and people having fun enjoying the music.

We liked the camera work used in Pieces by Chase & Status, its fast, handheld and chaotic, which reflects the music genre and the atmosphere we where trying to create:

Toward the end of this video we also felt that the artist (Plan B) walking down the street, with lots of overlaid edits worked really well to express his emotion as well as really fitting in with the music and tried to create a similar effect, but slowed down, when editing our chorus of Shannon.

The other editing effect we used was having Lashmi's face almost transparent with the party scene behind her. We first saw this effect used in JLo's video and felt it would work really well in making our video more visually interesting.

Due to all the research and inspiration we took from club music videos our music video looks very conventional to the genre. It also has elements that are conventional to pop video in general. For example editing to the beat, something that all conventinal pop video do. We also made a clear split between the verses and chorus using completely different scenes aiming for a different atmosphere between the two, which is scene in many conventional pop videos. We wanted to really establish the artist S.I.P with the main focus on him, he features in almost all scenes and we even see his brand on his hoody. We have used loads of shot with him signing directly into the camera to build a connection with him and the audience. Although the there is a featuring artist (which is common in pop videos) the main focus is on him, highlighting him as the lead and creating his image and identity.

As for my Digipak I looked at several CD covers in the same Dubstep / DnB genres. I found that the majority of them used bright colours, and focused more on the design and colour then a photograph. This is where i got the idea of creating brightly coloured paint splashes to use against a plain background.

As you can see from my initial design I wanted to use a Photo of Shannon on the cover. But after trying it out I felt it worked better keeping it simple and uncluttered. Reflecting back on the covers I looked at it is quite conventional for Dubstep artist to not use themselves on there cover.














Here is my final digipak:

I feel it is quite realistic to what a Dubstep digipak should look like. Sticking to a simple design focusing mostly on the colour. The bright paint splashes could reflect glow paint/ sticks seen at raves and party's where this genre is played. I choose this font as it is bold and easy to read making it easy to read and stand out, but also because it has a slight graffiti effect to it which reflects the urban feel that has influenced the album.

Here is my final poster:

Yet again I choose not to use a photo, wanting the poster to link in with the digipak. I feel my poster is very conventional to artist from a similar genre. For example:

This poster from the original artist Chase & Status uses a simple layout with clear writing, clearly displaying all the info for what there advertising, in this case there tour. I used a similar layout only promoting the album instead. I choose the same font used in my digipak, yet again to keep the two relatable, and it worked well to stand out.

They to have used no photo of themselves opting for a picture of a British bulldog that's used on there No More Idols album and is also there logo.

Caspa's poster is very similar to mine, using splashes of paint, and having the writing at a slight angle. This all relate to the genre of music showing that is loud and lively.

So all in all I feel my ancillary work are very conventional.