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

I believe that the easiest way to asses how my music video develops or challenges typical

conventions of other media products is to compare other products side by side to my own.

INTRO’S

We decided that our video did not need an intro to it. Instead we decided that it was best to

just go straight into the narrative of the video. I believe that this isn’t really breaking a

typical music video convention as many have intro’s and many

do not.

Like many other video’s we decided to use a cityscape location. Because we live in Manchester we decided

to use its beautiful urban scenery which I believe follows a typical convention of other house music videos,

as well as other music genre types.

Location and Setting

Our ProductOther Video’s

Location and Setting

We also used different locations such as on roads, inside of a house as well as a club. We believed this brought a sense of realism to the video, as well as following other conventions

of other house music video’s

Cinematography

I believe we used a very wide range of camera shots. This is typical of many music videos and a convention which we decided to follow to create a professional

looking video.

CLOSE UP

CLOSE UP POV SHOT

MID SHOTLONG SHOT

PROFILE SHOT

As the video is not a performance video we decided to use a lot of shots of one character to

represent them as the main protagonist, and that the narrative was surrounding a day in the life of them.

Editing

In terms of editing we used a lot of different techniques to produce a video which we thought would turn out

successful. We decided to follow the typical house music video conventions which are;

!

> Quick Edits > Beat matching cuts > Fade into’s.. > Continuity > Fast Forward

!

Quick Edits

In our video we decided to shoot a large amount of clips and shots at least twice. This is so we could then edit them

together a number of times at different speed and therefore create a fast paced, but to the beat visual. I believe that this is

a typical convention of house music video’s, as it helps to create a real feel for the song.

!

Beat Matching Cuts

Like many other house music video’s we decided to follow the convention of matching the way the scenes cut to the next

with the beat of the music. This creates a fast progression to the music and makes it look more professional in my own

opinion. !

Fade Into’s..

By Fade Into’s, we mean how we decided to edit some clips so they relapsed into each other creating a transparent overlay of

one going into the other. This is sometimes seen in other videos, but not always.

!

Continuity

The continuity within clips helps to make our video flow extremely well. Some video’s sometimes follow non-linear

narratives which don’t tend to make sense, where as ours we decided to follow a linear narrative which is hopefully

displayed by the different clips edited next into and into each other.

Fast Forward

We decided to also include a fast forward edit into our video. This I believe showcased my editing skills as well as sort of

breaking other house music video conventions as most tend to include a slow motion scene instead of a sped up scene.

GenreThe house music genre holds many ideologies and

conventions, to name a few; !

> Clubbing/Partying > Drinking > Being with Friends > Enjoying life !

We decided to punctuate these 4 ideologies which we believe house music is all about and try and display them within our video.

Props, Costumes, CharactersTo display these ideologies which we believe house music is all about we thought about what props,costumes and characters

would help us to display them;

Buying alcohol and hinting that the whole reason they going out is to get drunk

Football represents them having a ‘kick about’ and enjoying time together as mates

3 ‘lads’ together dressed up for a night out represents the ideology of enjoying life together with friends

inside of the narrative.

Real Media Products compared to our ownSimilar Scenes

Colours. Visual Manipulation

After filming the scenes we then used imported them into Adobe Premiere Pro. Within this software we then were able to manipulate the colours of the scenes, this allowed us to create a different feel

and emotion to scenes. !

Because wanted to create a monday and saturday split in the narrative we decided use a cold blue tone overlay on the shots

representing monday and a warmer richer tone for saturday.

When considering the narrative of our video, we had to decipher whether to create a narrative following just one person or a group of people. Because most music video’s tend to follow just one person

we decided this was the best method to follow, which would therefore make it look more professional and real.

Characters/Narrative

Other Media Products

Our own Product

While creating our video we put a lot of time and effort into deciphering what to include inside of it, what props, costumes and characters would portray the ideologies that we think house music holds. How editing different shots together would make the video

look more flowing and professional, etc. Overall I think that our video follows and develops the typical conventions of other media products similar to our own instead of challenging them. I believe

this allowed us to create a video which in itself actually looks professional and real, and maybe if we had gone down the opposite

route we would not have been able to create a product of any similar standard.

Avicii - Silhouettes