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In what ways does your media product use, develop or challenge forms and conventions of real media products? When creating my music video I have used the forms and conventions suitable for the genre of my music to appeal to my target audience. Like most Acoustic/Indie videos I have set my music video in a natural location which mirrors the organic style of the music and how any artificial beats are stripped away. I have allowed the visuals of my setting mould the mood of my song through the connotations of the location .e.g. the seaside being a place of making memories, happiness, freedom and fun, which is why I decided to film specifically there to create the desired reading that I want from my target audience. My video follows one of Andrew Goowins music video conventions that relate to his theory that questions, whether music videos reflect the society we live in and if there is gender inequality and power relations in music videos. The convention that Goodwin stated that relates to my video, is that he believes that particular music genres have their own music video style and iconography (visual style). This is a clear convention used by real media products in my genre. The 'homevideo' style in which my video is filmed in, is commonly used within the genre of my music video. I tried to film my video in a documentative way and not stage a lot of it to give it that natural feel and that gives it that handycam, homevideo visual style. Like most indie/acoustic videos, they use natural lighting to reflect the simple music, so in my video the only light that I have used is daylight or tungsten lighting when indoors, to again give it that homevideo visual style that my genre of music uses. A real music video in the acoustic/indie genre which has taken on this style of filming is Jason Mraz in his video 'I'm Yours'.


In this video he documents his travels in a similar handycam style to my video. The grainyness and the medioker quality of camera gives it this effect. In this video natural lighting is also used as it is a general convention from this genre. This gives the video an earthy, natural vibe. This genre of music typically keep things as plain and as low key as possible to reflect the easy listening style of the genre. Another typical acoustic music video visual style that I have used is the use of warm filters to give it a relaxing, summery mood. A real music video which has used this to create this given mood is Colbie Caillat's 'Bubbly' where she uses a really warm filter to give her video a relaxed happy vibe. By colour correcting my footage to make it warm, I have tried to create the same happy, beachy effect. I have also used a pinky undertone to reflect the romantic narrative of the video. Instead of featuring the aritist in my video I have used actors instead to tell the narrative of the song, in this respect I have gone against Goodwins theory about the demand for the main artist to have lots of close ups in the video. The artist starring in the music video is a main convention for any genre of music, as it promotes the single and the image of the artist. I purely went against this because I felt the narrative would be told better through two people as the song is about love. My narrative structure for my music video is a linear structure, it doesn't have any flashbacks and isn't fragmented in any way which is a common structure for my genre as most of the videos have a 'happy go lucky' and 'living in the moment' feel to them, so they tend to just focus on a short period of time and what can happen in that time. Most songs written by artists from this genre don't tend to dwell on the past (excluding


a few) instead most write happy and upbeat music, similar to the song I picked for my video. My video is documented over a day, so there is a slight compression of time. This is only so I can show my audience in a short amount of time the relationship of the boy and girl and how it develops throughout the day. I have left the ending to my video open so that the audience can become interactive and more involved with my video, and decide for themselves what happens after the video is finished. Depending on the actual narrative of the video this can sometimes be a common or uncommon structure for a video to take. If the song is about love (like mine) then it's quite a common feature for videos from this genre as it allows the audience to interperet what they think will happen between the couple next. I decided to tell the narrative through the representation of youth. Both of my actors are teenagers, who in the video revolt back to their youth by running around on the beach, playing in the amusements etc. These are typically youth cultured manorisms. The front cover of my digipak, consists of a main image of the name of the song spelt out using objects that I found on the beach, which displays intertextual references to the end of my music video. This is a common feature of a digipak, as they usually reference the artist’s visual style or theme. The back cover of my digipak uses a photo of the two actors in my music video, which again shows the intertextuality between the two products. I have kept to the usual form when listing tracknames down the right side. The only font used on the whole digipak is the track list, which is a small, rugged ‘beachy’ font which works well with the seaside theme of the whole digipak. I have challenged this convention as digipaks usually offer more information about the artist, copyright and the label the artist is signed to. I have decided not to add more text as the artist is new and up and coming and will probably be signed to a small independent label, by challenging these conventions it allows his music to be acessed by anyone and become more widespread. My two inside panels are covered by the same photograph which is plain and simple; referenceing the genre and style of the music. In the left inside panel I have


inserted a lyric sheet insert which is a convention that as an audience we expect to see, so I have used this convention to appeal to my target audience. I have used and followed the forms and conventions of a magazine advert, to make my product look professional and similar to real magazine adverts. Forms and conventions that I have used are:     

Date of release Name of the artist and album Promotional line ‘Including..’ Magazine/Newspaper ratings Artist website

I have included the same photograph that is on the cover of my digipak, to give my three products a house style and intertextual references to my music video, which allows my target audience view the package as a whole. Overall I have used most of the typical forms and conventions of real media products to appeal to my genre and target audience.


Evaluation question 1