Evaluation 1- Video to show ways in which my media product uses, develops and challenges forms and conventions of real media products

"Conventions

What are the typical conventions of a music video?

camera shots such as long shots, close ups and mid shots are the most commonly used in a music video, as they put focus on the artist or character and their emotions, as well as establishing location.

In relation to camera movements, tilts, pans and tracking shots are the most effective, as they allow the camera to follow the artist or character, most existing music videos combine a variety of these camera movements.

Mise-en-scene is anything within the shot from costume, props to lighting. The location in a music video is chosen to reflect the mood of the character/artist or even the lyrics. Similarly with props, lighting can connote mood, dark lighting connotes depression or fear.

Jump cuts are the most common edit used in a music video, as usually the edits match the beat of the song, other common edits are fades and dissolves.

The two main types of music video are narrative and abstract. Abstract is mainly used in pop videos whereas narrative is usually found in the indie genre.

How does my product use, develop or challenge these forms and conventions?

Well, the style of music video I chose is narrative, as it is more conventional in relation to my music genre. My video follows a linear narrative.

I have stuck to conventions and used cinematography such as long shots, close ups, tracking shots and tilts.

I used many special effects such as slow motion, reverse, shadowing and black and white, as when researching I found many existing products used these effects.

My Mise-en-scene reflects the tone and mood of the narrative, as well as linking to the song lyrics, as it is conventional and effective to do so.

The key to a professional and conventional music video is following continuity, which I have made sure I do in my product.

Another professional and effective technique I have used is editing to the beat as the speed of my chosen song changes throughout, so I have matched the speed of the edits with this beat.

However my music video also challenges conventions

It is conventional to show the artist of the song in the music video, however I have used actors as a kind of short film in my music video.

I have also broken conventions of what theorist Laura Mulvey calls the 'Male Gaze', as women are not sexually exploited in my music video, unlike the majority of existing products.

In conclusion my music video both challenges and follows conventions of a typical music video.

Thanks for watching."