Use Develop and Challenge

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

Using Real Media Products

We decided to include a performance and concept. We used these conventions from artists such as Ke$ha and Lana Del Ray. For example in Ke$ha’s video of Die Young, she used a close up her red lips which contrasted with her white teeth. We decided to develop it slightly further by duplicating the image 4 times. The lip syncing works together in unison and at the same time as the music.

We used elements of Rihanna’s music video of We Found Love of her projection images. Rihanna used a setting which was clustered and chaotic, this was to run along parallel with the concept and narrative of her video. The video represents a violent and vicious relationship between herself and her latest partner. In contrast to this, Ellie and I decided to film our projections against a much more soft, clearer background. We decided to develop the projections further as we aim to establish our artist within the industry. The brighter and more positive projections were to also run alongside the tone and beat of our song. As our song is upbeat and positive we decided against using the darker and more sinister projections.

We used this costume/style change on the basis of a collection songs by the artist Ellie Goulding. Her music videos show her range of styles including her alternative indie look combined with her more mainstream, feminine look. From these pictures you can see how before the beat dropped and the music was more mellow and building up, Gouldings style was very casual, relaxed and unflattering. When the songs tempo increases and demonstrates her vocal abilities, her costume changes into a black slimming dress. Within our production, we developed this further by having multiple different costumes to show the range of styles our artist can have and adapt to.

For example; we had various images we decided not to use as the images were too dark and didn’t fit with our desired concepts. They also weren’t flattering to the artist and was hard to establish who she was.

The above projection made it extremely difficult to see the lip syncing and didn’t work effectively with the costume and style of our artist. We decided that our artist would be alternatively dressed throughout the production but when they artist was against the projected setting, she would look more formal and mainstream stylie.

When looking Aluna George’s -“You Know Like It” music video, she uses backing dancers and dance routines to enhance her performance side of her video. The dancing demonstrates how herself as an artist is more than just a singer but is also an inspirational role model who can sing, dance and perform. However, during the entire video she stays within one location (swimming pool) and contains the routines and many costume changes to keep the video of interest to the viewer. Within our own media production, Ellie and I have challenged these forms as we haven’t included backing dancers yet have included multiple different settings and locations in order to keep the interest of

the viewer in a different way that just the visual elements of the dancers.

We also decided to include difference camera angles and shots to effectively establish our artist. We decided to have less dramatic and softer makeup when the song had a softer tempo and was building up. This was to also run parallel with the concept we was building up being how love can be progressive and chaotic.

Ellie and I have challenged the conventions of real media products by having a conceptual element within our own production but not including the concept character as much we’ve have challenge these convention because real media products over emphasis their conceptual idea’s during the entire video or maximise the part the conceptual character plays. For example in Daft Punk’s early music videos and the majority of the Gorillaz videos, they use animation throughout their productions and have minimal or no performance. Even though these genres are more techno pop, these still example how media product have challenge these conventions as we have included Ellie as our concept a minimal amount. We decided that in order for the video to be clear and consistent or the viewer making sure we always have Ellie dressed in red or black and also Adobe After Effected all of her shots.