Evaluation Question One.

EVALUATION QUESTION ONE.

In what ways does your media product use, develop or challenge

forms and conventions of real media products?

WHAT ARE CONVENTIONS?

Conventions are the techniques that we use to create meaning of an idea. We

have to consider how we use the equipment and technology in order to

structure this meaning, through elements such as camera shots and editing

techniques. For example, we use close ups to capture a persons facial

expression. We also have to consider how we make these meaning more

obvious through elements such as costume and lighting (mise-en-scene)

Conventions are used to make specific genres to become obvious to an

audience, as they become familiar to how these conventions are used. For

example, within alternative rock videos, the artist and/or actors tend to wear

darker clothes and the shots used are usually hand held when promoting the

artist.

WHAT ARE THE CONVENTIONS OF A MUSIC VIDEO?

The conventions seen in most music videos are-

To promote/show the artist- In most music videos, we see cut aways to the artist throughout to promote

the artist. This is mainly seen through the performance element of a video.

Narrative or concept- In many music videos we see some form of a concept of narrative throughout,

telling us a story which usually matches the concept of the lyrics of the song.

Editing- The editing in all music videos reflect the mood and pace of the song. Compared to a normal

video, music videos use more transitions and varied, but shorter cuts. The pace of the song matches the

pace of the editing.

Camera shots and movements- There tends to be a larger variety of shots used in a music video, as well

as camera angles and movements. More tracking, point of view and panning shots are used throughout

and the 180 degrees rule is usually is broken.

Positive representation- The artist is always shown through positive representation, no matter what

concept the video has. They are always seen as attractive and are promoted well.

Performance- Within most videos made, we see some form of performance whether there is a full band

present or the artist is miming the lyrics on camera.

Themes- All videos tend to have a running theme throughout which links the song to the concept of the

video, album and artist.

W H AT A R E T H E G E N E R I C C O N V E N T I O N S O F A N A LT E R N AT I V E R O C K M U S I C V I D E O ?

The generic conventions seen in most Alternative Rock videos are-

Character- This genre tends to show the artist as attractive. Within the narrative this is the same. Make up

and darker, more unique clothing is warn.

Iconography- In this genre, the iconography shows signs such as low key lighting, when the pace of the

song is slower. Colours are used to signify meanings such as red for danger.

Narrative- Linear narratives are used with cut aways to a performance throughout. There is usually a story

line present.

Themes- The themes present tend to be love, breakups or against religion and norms of society.

Sound- The only sound hear is usually the song itself, however, some videos have diegetic dialogue at the

beginning, end or half way through the song.

Editing- Depending on the pace of the song, depends on the speed of the editing transitions. The only

transitions used are fades and straight cuts, to concentrate on the concept of the video rather than how it

looks.

Lighting- In upbeat videos, the light tends to be high or natural key light. However in slower songs, the

lighting tends to be darker to reflect the feel of the song and lyrics.

CONTINUED

Camera- There are varied angles, close ups, tracking shots and point of view shots that are used in

this genre.

Costume- The artists and actors usually have tattoos, piercings, dark, dyed hair and wear dark

clothes, such as skinny jeans, band t-shirts and trainers/high tops. The females shown usually cover

up themselves, unlike girls shown in mainstream videos.

Actors- The artist and actors within the narrative tend to be young and attractive. Very occasionally,

if there is a separate narrative the main singer is seen within the narrative, as well as the

performance.

Make-up- The make-up worn is usually by the females, which is dark around the eyes, quite natural

otherwise. Occasionally, males are seen wearing eyeliner.

Props- The main props used in this genre are instruments during the performance.

Setting- The performance is usually set up on a staged area, where as the narrative shows settings

of outside, summer situations if the song is upbeat, but if the concept if more upsetting, darker

rooms and outside areas are used.

W H A T C O N V E N T I O N S ( A N D G E N E R I C ) O F A LT E R N A T I V E R O C K M U S I C V I D E O S D I D Y O U U S E ,

D E V E L O P A N D C H A L L E N G E ?

When creating my video, I

promoted my artist through

the use of a performance, by

using a full band and

instruments. I used this

convention as it was, I feel the

best way to promote my artist.

For example, All Time Low’s

Time Bomb.

My video-

However, I feel that I developed this through my narrative, which also positively represented my main singer as he was made to look like the ‘hero’ by ‘saving’ the girl from her father. For example, Evanescence Bring Me To Life.My Video-

Within my narrative, I feel that have developed this convention by not making a clear connection to the lyrics and video, relating the story to the theory of girls unable to commit in a relationship, if they had a bad one with their father. However, I have followed this convention by making the narrative linear. For example, When September Ends by Green Day.My Video-

The camera techniques I have used are following the conventions by using a wider variety of angles and hand held shots, especially during the performance. Within the narrative, I have used shaken, hand held shots to create a point of view from each character during the argument scene. For example Avenged Sevenfold’s Nightmare.My Video-

I think I have developed the convention of editing by following some of the pacing of the music, but also changing this with the use of longer and slow motion clips. This is similar to Green Days 21 guns. http://www.youtube.com/watch?v=r00ikilDxW4

All Time Low, Time Bomb-Green Day, When September Ends-

Evanescence, Bring Me To Life-

Avenged Sevenfold, Nightmare-

CONTINUEDThe female character/actor

shown in my video is young

and attractive, fitting the

generic convention of an

alternative rock video. Alike

most music videos with a

narrative of this genre, is

character is the protagonist

and the only female present

in the narrative. For example

You Me At Six’s Underdog.

My Video-

Within the performance, I have developed the convention of bands by having a female drummer. Usually we would see all males in a band, or one single female as the main singer, mainly to attract a wider audience. For Example Paramore’s Misery Business.My Video-

You Me At Six, Underdog-

Paramore, Misery Business-

The conventions of lighting are followed within my piece, however I developed this by changing the lighting due to the events of the narrative rather than reflecting the pace and feel of the song. This is similar to Welcome To The Black Parade by My Chemical Romance. My Video-

My Chemical Romance, Welcome To The Black Parade-

The costumes used fit the convention of alternative rock with the use of band t-shirts, dark jeans and dark makeup. Both the male and female characters are using these costumes also creating an ‘outcast’ theme compared to the ‘normal’ costume her father is wearing. These costumes are also seen in videos such as Ever Enough by A Rocket To The Moon.My Video-

A Rocket To The Moon, Ever Enough-

CONTINUEDThe male character is seen as the main singers as well as the ‘hero’ within the narrative. By developing the convention of not seeing the band members in the narrative, the main singer is used as the second protagonist, who is in a relationship with the girl. This is similar to the video for Fall Out Boy’s Dance, Dance.My Video-

Fall Out Boy, Dance, Dance-

The only make up warn was by the female protagonist, which was natural apart from around the eyes, which is heavy with eyeliner making the eyes seem darker. This is following the conventions of an alternative rock video as the males are made to seem naturally attractive, where as the females where make up, which its colours fit the genre. A video which also fits these conventions is My Immortal by Evanescence. My Video- Evanescence, My Immortal-

The props used within my video fit the convention of this genre by using instruments such as drums and guitars. I also used items such as long boards and ‘Monster’ energy drink, which are likes to the target audience of alternative rock, allowing them to make relations to the video. An example that does this is Fat Lip by Sum 41 as skateboards and instruments are used frequently. My Video-

The performance with in my video was set on a staged area, typical to alternative rock videos, to make the audience feel as if they are seeing them ‘live’. The setting of the narration however varies depending on the mood and events within the narrative. The beginning of the video is filmed in picturesque settings such as a field, where it is bright and sunny. However, the argument is filmed in a house, which is dark. This shows the comparison of feelings from each character within the scene changes. Alien Ant Farm’s Smooth Criminal is a good example as it uses a staged area and is set in bright, outside locations reflecting the beat and feel of the song. My Video-

Alien Ant Farm, Smooth Criminal-

Sum 41, Fat Lip-

WHAT ARE THE CONVENTIONS OF A

DIGIPAK?

There are overall conventions on a digipak that are usually followed. This is because they are seen on many album

cases. The front of a digipak needs to include-

Name of the artist

Name of the album

Image of the artist

Or

Image that suites the genre/artist/concept

Parental advisory (if necessary)

The conventions for the back of a digipak are-

Track listing

Barcode

Image that suites the genre/concept/album

Or (if wanting to include, but needs to relate to the front of the digipak)

Image of the artist

Copyright information

Record labels

Producers and distributors

CONTINUED

The spine of a digipak needs to include-

Name of the artist

Name of the album

Record labels

The conventions of inside a digipak are-

Images of the artist

Lyrics

Song credits

Messages from the artist

Producers and distributors

Copyright information

Record labels

Websites

WHAT ARE THE GENERIC CONVENTIONS OF AN ALTERNATIVE

ROCK DIGIPAK?

Digipaks from the Alternative Rock genre are

individual and unique through the use of bright

colours or darker, contrasting colours (depending on

the theme of the album) and the album art which

suited the genre, concept of the album and/or artist.

Alternative Rock digipaks follow the normal

conventions with the artist and album name,

copyrights and track listing, however convey images

and text styles compared to other genres.

W H AT C O N V E N T I O N S ( A N D G E N E R I C ) O F A LT E R N AT I V E R O C K D I G I PA K S D I D Y O U U S E , D E V E L O P A N D C H A L L E N G E ?

Within my final digipak, I decided to combine the idea of a music sheet a drawing of a girl, listening to music. I also decided to use the text styles of Arial and SWScrpc for the title of the album and artist. By following the conventions of the genre and using album artwork instead of an image of the artist it allows the viewer to see the message behind the song, creating brand identity without using the artists face. I have followed the average conventions of digipaks by showing the name of the artist and album. I have also followed the conventions for inside and the back, including conventions such as track listing, copyright information and lyrics. 

WHAT ARE THE CONVENTIONS OF A MAGAZINE ADVERT?

The conventions of a magazine advert, a lot like a digipak

are-

Name of the artist

Name of the album

Image of the album artwork

Release dates

Brand identity

Record label

W H AT A R E T H E G E N E R I C C O N V E N T I O N S O F A N A LT E R N AT I V E R O C K M A G A Z I N E A D V E R T ?

Most alternative rock magazine adverts are highly similar

to its digipak in a way in which it includes conventions such

as the name of the artist and album. It also usually uses the

same album artwork, font styles and colour schemes as the

digipak, creating brand identity. Alternative rock magazine

adverts also include information on where to purchase the

album and social media websites for the target audience,

usually to advertise tours and other merchandising.

W H AT C O N V E N T I O N S ( A N D G E N E R I C ) O F A M A G A Z I N E A D V E R T D I D Y O U F O L L O W,

D E V E L O P A N D C H A L L E N G E ?

Within my magazine advert i used the same album artwork, font

styles and colour scheme as my digipak, creating a clear brand

identity, linking the two products together. I have also followed

the usual convention of showing a release date and record label.

I have developed the usual conventions, yet followed the generic

conventions of an alternative rock magazine advert by including

where you can purchase the album online and the website for

the artist, creating ways to link my target audience to the

artist.