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

The genre of my music video is melodic hard-core. Melodic hard-core is a subgenre of hard-core punk with a focus on melodic exploration rather than aggression.

WHAT CONVENTIONS HAVE YOU USED AND WHY?I have followed many conventions which have previously been done in the same genre as melodic hard-core. The main convention is the use of live performance in my music video. In almost all of the previous music videos for this genre there are clips of live performances. In this genre of music it is all about live music. The music for this genre is best when live and I wanted to make the video feel like the audience were there at the gig. I show the audience having fun and moving to the music as at live performances mosh pits are a large part in the gig. Mosh pits are a way of expressing your love for that style of music and that band. This is an example of McQuails uses and gratifications theory which states that people use media for different theories.

Because this genre usually involves going to see small local bands the use of the media will be to belong to a certain group of people. I believe I have done this by filming some shots from within the crowd with a 35mm focal length which is similar to what our eyes see at. This then really gives the audience the feel that they were there and allows them to still fit in with that social group.

DID I DO ANYTHING DIFFERENT?

Yes I believe I did do something different. I tried to make my video like a behind the scenes shoot of the making of the music video but also incorporate the actual footage. This just makes it a little different to most of the other music videos in this genre. To do this I had an opening shot of me getting my camera out of my bag and cleaning the lens.

I also incorporated shots of my friends walking through a Bleak forest taking pictures. This was to subvert the dominant ideologies associated with the melodic hard-core genre. This is because the stereotypical people who listen to Melodic hard-core to those that don’t is that they all have long black hair, wear t-shirts with skulls on and stay indoors playing video games. However through my use of close ups and group shots shows that my music video actually subverts the stereotypes associated with my chosen genre of music. Also my use of editing will subvert the dominant ideologies of the melodic hard-core genre by using cross cutting to mid and wide angle shots of band members walking round a forest taking photos. As these shots don’t build up the idea that the people in the band are cool as it isn’t really seen as cool to walk around a forest taking photos.

WHY IS IT IMPORTANT TO DO SOMETHING NEW IN THE GENRE.

• I believe it is important to do something new in genre to keep it interesting. By subverting the codes and conventions of a genre you make it different to previous videos in that genre. Keeping it different and interesting. This keeps the audience interested in the genre buying your product making you profit.