Evaluation Task One

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

Forms and
Conventions
Forms are an overall shape of a media product it will
usually be a certain medium that it is used it. Like music
videos which are always in a video or film medium and are
usually 3-5minutes long.
Conventions are what format we are used to seeing a
certain product in, like above with a music video.
Conventions are important things in a product that
audiences are expecting too see in a certain text and its
also different in certain genres.

Camera- Close ups

HaimForever
The

Own product- Mr Nice

Guy

convention commonly used in music videos is the use

of close ups to allow the audience to connect with the
artist and help the artist build up recognition and build
there star image. In our video it was important to use
close ups to make sure this new band build up their star
image as they are not very well known. It also helps allow
the audience to learnt the lyrics to make the band more
likeable. We used an 80mm lens to give a more flattering
shot as the proportion are in the right perspective.

Camera- Tracking
Shots
Own Product

London Grammar- Nightcall

In London Grammar the use of tracking shots is used to add movement

and flow to the music video. A music video there is normally as much
movement as possibly to makes the music video much freer and more
fluid which also fits with the track. In both ours and London Grammars
music video the tracking is also used for movements because it adds
surrealness to the music video which is a key theme for both music
videos. In our music video it was effective using a tracking shot because
as it was a new band it helped build up the relationship between the
band and allow the audience to get a better understand of how the band
operate. In our music video the tracking shots from the singer to the
guitar shows the flow between the band.

EditingDiscontinuity
Own product

Bon Iver- Holocene

The convention of discontinuity editing helps to add to

the video and expressive creativity. The overlaid shots
are the type of continuity editing we used in our music
video to add creativity, it is also used to help express
stuff due to the limitation of the media form. If these
shots were not in the video it would be very flat and
not much going on. In our video it fits very well
because not only does it add depth it makes the music
video slightly surreal which was the theme running
through my music video.

EditingDiscontinuity

Own Product

London Grammar- Wasting my younger years.

The convention that is in both London Grammars and

our music video is is another form of continuity
editing but is the use of slow motion. Slow motion
helps to build up the surrealness and add a flow to the
music video helping add to our organic artists.

Black and White

Own product

Birdy- People help the people

The use of Black and White in the music videos

helps to focus on the artists and not distract from
the theme running through the music video. It helps
to show the star image of the artists and allows
people to focus on the lyrics and meaning of the
song, which helps to build recognition of the new
artist. Black and white is makes the video look
classic and traditional to go with the organic brand
of the band. Black and white is also a flattering
filter.

Performanc
e
Own Product
Aluna George- Just a Touch

In Aluna Georges music video they sing to the camera which

is effective because it makes the audience feel part of the
band. The performance is a key part to the music video. The
convention used in a performance is the use of direct address
to make the audience feel involved and feel as if they know
the artist. This allows the artist to build up their band
awareness. It was effective in our music video because it
helped to show the intimacy and closeness of the performers
and build up their star images.

DigiPak- Art
Own product

Birdy- Album Cover

In this genre the convention of digipaks are very minimalistic.

Birdys album dosent have a bright colourful album cover instead it
is in black and white and is much more effective for this genre. In
our album cover we made it in black and white to keep the theme
running throughout out promo. The use of simplicity makes you
focus on the band and see what they are actually about and you
realise they are more about the music and less about them. Unlike
Pop artists which is more about them and their image rather then
the music.

DigiPak- Design/Back
Cover

Own Product

Disclosure Album Cover

The back cover of disclosures album is very simplistic and cover for
an album cover has to have. An album cover consists of song titles,
barcode and the record label. The artwork is very simple which is
effective because it allows you to focus on the music. Our back
cover is very similar the artwork is minamilistic and has the basic
necessary items needed on an album cover to allow the focus to be
on the music. The barcode and production details is the standard
requirements for a digipak and that is why we needed to include
them on our digpak like Disclosure.

Website- Design

Own product

The xx website

The XX website has a theme running through the whole website which is all
very basic and not too in your face. This is effective because it focuses on what
they are trying to tell you about their band. The colours and faces all link
together to show how they are not a complex band they are about the music.
Our website is effective because it has a running theme of a picture of the
band which helps the audience of the website to be able to focus on the
information show without being distracting from the images.