Music Video Evaluation

In what ways does your media product develop or challenge

forms and conventions of real media products?

The performance element of our music video I would say we went against the forms and conventions of real dance music videos like the ones I analysed at the

beginning of this coursework project. For example as you can see from the images to the right they show

performances on a studio based level whereas we chose as a group to shoot our performance on

location within the narrative. Our performance on the other hand is like the style of our chosen artists

Calvin Harris because again by the videos I have analysed of his we generally see him on location

whilst performing in his videos too.

Also the locations we chose to shoot our video at go against the forms and conventions of our the dance

music genre because of a stereotypical aspect to the genre we expect to see night clubs, Dj’s, girls,

flashing lights and so on however we instead wanted a video which represented the lyrics of our chosen song in the hope to allow the audience to relate to

the song and hopefully see a different angle and aspect of the genre.

Music VideoPERFORMANCE

location

I would agree that the mise-en-scene used within our music video defiantly follows the forms and conventions of the mise-en-scene within real music videos. The very urban clothing style we chose to use is something the audience see within other dance music videos and is something they recognise to be related to the genre.

As a group we agreed another form and convention we followed was the camera work and editing style. We used within our music video a lot of quick cuts between various scenes especially towards the build up of the chorus just like in the video for We Found Love.

DIGIPAK

As you can see our digi pak follows the forms and conventions to a certain extent in comparison to other dance music digi paks. The bright font used over the black and white image reflects the a handful of digi paks within the dance genre and is something we parcially recognise to be connected with that particular genre of music.

The layout of our digi pak also follows the conventions of the genre with the black and white image or image in general behind the coloured bold text as we can see is a common layout within Calvin Harris singles and the album from Chase and Status also various other digi paks I have analysed.

However the image we chose to illustrate our digi pak front cover does not follow the forms and conventions especially in relation to the artists Calvin Harris and Chase and Status because these artists chose images which had no relation to the song where as our image we chose to use reflects edits used in our video and the narrative. The reason we chose to use this image was to be emotive within our production and for our images to be able to tell the narrative without the audience having to listen to our chosen song We Found Love.

The choice of a black and white image goes against in general once again the forms of conventions of a standard dance music digi pak because we are used to seeing digi paks which are brightly coloured and a image which reflects and shows the stereotypical nightclub scene. The only artist to have done a similar style as we have is chase and status and I would agree this is were we gained our influence for our digi pak.

POSTEROverall I feel our poster follows the conventions of the dance music genre and is very similar to the poster from chase and status. Our poster follows the forms and conventions of the dance music genre because it focuses on key information

like for example where the album can be purchased reviews and indicates to the audience the single or album it is promoting which is something we see in all dance music posters. The image we have chosen is not that conventional as again we chose to use a image which is on our digi pak as we wanted to make a clear connection between all our products and send out that emotive message instead of using a image which featured our artist which would of been conventional to the genre. The fonts used on our poster are conventional in relation to our chosen artists Calvin Harris and are also conventional in relation to our main inspiration chase and status by how we have used the bold colours white yellow and black text to highlight our informational regarding our new single.