Q1 Evaluation In What Ways Does Your Media Product use, Develop Or Challenge Forms And Conventions Of Real Media Products?

A convention is the widely recognised way of doing something - this has to do with content, style and form.

e.g the conventions of music video

they are the same length as the song (somewhere around 4 minutes)
they look at the camera when singing
they have lots of fast edits

In the clip on the top is Pitbull - Give Me Everything and the clip on the bottom is Drake - Over i picked out this scene that inspired me.
What inspired me in the Pitbull video is that it uses alot of fast pace editing and in the Drake video the uses of effect such as over lay and dissolve and fades.

From comparison we wanted to have shot an exact scene as the clip above on the left but however when we was filming we couldn't shot that kind of scene so we decided to use a combination of the clip of Drake - Over by using a different concept of over layer by having the artist singing in front of a white wall whilst having the party in the background and put the over layer on top of that scene. To extend this convention we are using one of Carol Vernallis observation which is special effects which allow the artist/performer just darker enough so the audience focuses on the artist and additional it also allow the viewer to see the party scene behind her.

Below is a a short sample showing how we use fast pace editing by using a scene being on the screen for an average time period of 1- 2 seconds. Also i also use effects such as wipes and dissolves.

An example below is a short scene from a common music video which use this convention 

Traditional in most music video one form of convention which Carol Vernallis state that fast pace editing this is for to grab the attention of the audience and to make it more interesting as sometime without a fast editing videos as the lack of conversation leads to the viewer wanting to see more on the screen as they are not so distracted by characters, plots and speech (the clip continuously keep moving).  

Andrew Goodwin theory about pop music videos he say one of the convention is that the singer is shown as a narrator and as a character too. As the video shown above totally connect to one of the convention Andrew Goodwin uses. The reason why the artist is shown as a narrator and as a character because it so that the audience/viewer can get to know/involve with the artist. 

Another one of Andrew Goodwin convention is that the artist looks at the camera whilst singing this is to engage with the viewer in the performance. This convention is typically used in every music video.

Since our song is a Dubstep/UKG genre type we decided to break the convention by merging two type of genre together ( Hip/hop and Dubstep/UKG ) by doing this we didn't want to stick to one type because it might not attract the audience as much if we merge it together since nowsadays alot of music genre tend to merge with other genre. An example of this is that as you can see from some of the photo above the artist is surrounded by London scenery similar in this photo below.

And the chorus is the Dubstep genre 

This is the chorus scene from our video ->

<- This is the chorus from a dubstep genre. A Dubstep convention which uses much more faster pace editing than a pop music video.

We decided to usea mixture of convention from each genre to give it an edge and to stand out from other different merged genre video's. We chose to focus on just two characters, which was a vocalist who sang the chorus, the artist who sang throughout most of the video. Although we chose amplification which occurs when the videos introduce new means that do not contradict with the lyrics but add layers of meaning. We chose to do our scene mainly around a few words of the lyrics such as "I am a man with a lonely heart" and "The music thay we play will ease your mind". We wanted capture the moment of feeling when your in a party that "happy, hyper, energetic" 

As for my Digipak I looked at several CD covers in the same Dubstep / DnB / Hip-pop genre. The result that i found was majority of Dubstep/DnB/UKG focuses more on the images and the content of the design rather than the photo itself. Then i looked into the Hip-pop genre and it focuses more on the artist on the front cover This is where i got the idea of creating instead of having focusing on the image i removed that image and replace it with a photo.

<- As you can see this is from the Dubstep album which is colourful. Dubstep is a dance music which focuses about the music and being on the dance floor. ->

<- The Hip-pop genre which focus on the artist on the album ->

Here is my final digipak : 

I feel it was quite plain to what a merge genre digipak should look like. By sticking to a simple design focusing just on the artist itself would attract the audience much more. The album front cover look more like a hip-pop genre but when you look in the middle panel it seem to be like a Dubstep genre because of the dj set. I chose this font so that because it is bold and easy to read making it stand out more, but also because it has a slightly different layout effect to it which reflects like a urban vibe to the album.

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My poster : 

Yet again by using the album cover, i wanted the poster to link with my digipak. I feel that my poster is very conventional because i decided to use the Hip-pop genre. For example:

The poster is from the artist Chase & Status they uses a simple layout with bold font in order for the audience to read, it clearly displays all the information for what they are advertising, for this it is their tour dates. I simply used quite a similar layout only just to promote the album. I chose to keep the font the same in my digipak and poster, therefore to keep the two connected, and it seem to quite work out well.

They use no photo of themselves but a picture of a British bulldog which is a logo been used on there "No More Idols" album which is also kept constant throughout their album even on their website which show their connection.

Professor Green poster is quite similar to mine, which uses a photo of the artist which is very conventional in most Hip-pop poster. 

So therefore I feel that my ancillary work are conventional.