Evaluation Question 1In what ways does your media product use, develop or challenge forms

and conventions of real media products?

Before making our media product we had to understand and use primary and
secondary research to get the general idea of what our target audience expect
and the general code and conventions of indie music, and what is expected in a
music video to appeal strongly to our target audience and get the right
connotations to make key points within our music video. Also to understand
different concepts and micro elements which are associated and link to the genre
which can add affect to the music video and give more meaning.
From the questionnaire we realised we needed a dominance in narrative as this
is what the audience preferred and expected, which we put more effort into
analysing the lyrics of imagine dragons- radioactive to see what connotations we
could take and develop to give meaning when creating the narrative, and what
mise en scene would affect what the
audience thought of our video, and how we
could relate and interpret the modern world
to give more meaning.
I started to do some secondary research
which involved me looking and watching
existing music videos, which are similar and
relate to the same genre, which gave me a
general idea of if the conventions are the
same of what are questionnaire analysis
gave us. But we also understood that the
lyrics of the music would be the most
influential of what we included in our music
video, as we had to link Goodwins theory
and target our audience using the main
conventions of indie/ rock music.
We looked at Naughty boy- LaLaLa which
was quite similar in most aspects, as it
created the feeling of loneliness and isolation of the main actor using abandoned
locations, which the main actor is trying to find himself, and taking on challenges
on him and making new friends. There is a dominance of high angles over the
young boy during the video, which shows how small, innocent and weak he is.
But throughout his journey he starts to gain power and the shots become slower
and close ups to show his control over the situation now.
www.youtube.com/watch?v=3O1_3zBUKM8

Also

analysing the imagine dragons lyricssong is about a man who is trying to overcome
his own loneliness and trying to
stand up what he believes in
which is the `revolution` . We
tried to apply lyrics to visuals in
as many situations which we
could, but didnt want to create a
dominance of this and make the
music video look odd and weird
as we wanted to create more
realism.

the

As the tone of the music video is very serious and represents an emotional path
of the main actor, which we used a plain black wall and using different colour
lights enabled us to create different
emotions and meaning throughout the
music video of what is happening and
how the main actor is feeling. With
this we used lyrics to visuals as where
it says within the lyrics `well paint it
red` we changed the background red
for a distinctive meaning but also
representing the revolution of what he
is going through. And maybe the pain
and anger he has during his depression. Also with not being able to see him
represents that he has fit in and now you cant even see him or hear what he has
to say, and why he isnt going to choose that path.
The audience when watching the video will get an instant feeling of emotion by
the colour relating to the colour wheel, as different colour gives people different
feeling and emotions, which the audience can use their own mind to understand
the current situation of the music video and where the actor is during the
revolution. This makes the audience think as we also used smoke in one edit to
create the feeling of him become more lost but fights through the smoke to
overcome what is holding him back, as the audience understand he is fighting
and not going to give up.

We also towards the end of the music

video kept in mind thought beats, as the
slow pace of the music represented his
overcoming of his fears, which the
revolution has finished, which we used slow lasting shots and editing, using a
orange background to represent the new day and horizon. Giving the feeling of
happiness to the audience, as they can take the connotation from the colour of
the background and relate to how the actor is feeling as we start to include more
close ups.
Print screen of editing
The main location we chose was an abandoned car park, which through years
has slowly rotted away with trees and weeds growing around, this helps show the
audience at the beginning of the music video using establishing shots and
tracking shots the area and what it connotes which is the urban location which
shows the loneliness, isolation and the outsider which he is, nobody on his side?
It also has a lot of space which allows us to perform tracking, establishing and
wide angle shots without disruption from nearby towns or houses which could

have got in the way.

The choice of background/ setting challenges the stereotypical urban American
location, as audiences expect these typical struggles from American music labels
music videos, as they normally exaggerate more with narrative, and seems to be
much worst within the slummy/ inner hood locations where the main artist needs
to fight to survive. We wanted to step away from the violence of thinking you
need to fight your foes to survive, and wanted to create the feeling of fighting
yourself and overcoming self hatred, fear and standing up for what you believe
in. This shows the audience how British individuals also have the similar
problems of everybody else, but we will stand up and not give in for what we
believe in, until we find a way out.

The costume we chose for the narrative was a old ripped shirt, with holes and
dirt which connotes how much the actor has been through and distinguish how
much he has lost, by wearing a shirt it shows wealth and looking smart which
shows that the actor is from a wealthy background. This gives the audience the
understanding that something has happened which has made him lose
everything he has got. This challenges teh audience understanding as different
people will percieve/ see teh actor in different ways- as some peopel may see a
rough living homeless man, fromm how he looks and his costume, where others
may see
someone
who has
lost alot,
but was
once
quite
wealthy
and
happy.

With our digipak we wanted to be very creative and not have the same
conventions as the majority of cd case, we did some secondary research and
looked at different types of existing covers, which we found one which had four
openings which was very interesting, this was called a four panel digipak, which
our attention was immediately onto, as it is more out of the ordinary and would
be quite original and different to appeal to our audience. We then thought of the
idea of having each member of the groups face on each opening, looking

towards the cd, which makes the audience think why are they looking at the cd?
It must have some importance.
The main artists name is also on the top which will
be the first face the audience see and attracted to
which shows his dominance over the group as he is
on top and has most power also being the main artist
of the group shows his popularity, which links
to the colour yellow of the colour wheel which
is the colour of his face as its connotes
authority, success and power.
The digipak and poster both show the group
and there is no real dominance of size or focus
on a certain individual, as we do understand
the main artist must stay more dominant to be
a selling image of the group, but we also want
to create some equality, which is why we keep
everyone equal, with all members on the
digipak, but the main artist more as a central/
focus point, wh9ch is why he stands at the
front of the group. As audiences expect to see
the main artist.
We also used different colours for each face
which gave different connotations to each member of the group and their own
individual personalities, to give the audience the idea of how each member act
and what they are like
for some connection
between the group and
the audience. The
colours also link to the
group logo as it has four
claws which has the
colours and represents
each group member

The poster we made for

the promotion of our new
album we created using
a wide shot of the urban abandoned location which we used to fade into a black
background. The black background faded shows the darkness of the situation
which the group is in as it slowly finds light but is lost and isolated from the
world. It also gives the impression and connotes as we are slowly arising within
the genre and starting to become known within the indie genre, we called the
album upcoming revolution which shows that the group is standing up for their
selves even though they stand alone and seem lost from everyone else they will

fight for what they believe in. Also revolution relates to indie as its a new
upcoming genre which is slowly regaining and becoming a higher status in the
world which is what music they are giving to the public.
Most posters, when researching, involved the main artist on the front cover as
the main focus, but we didnt want to create too much of a dominance as we also
wanted to represent and challenge the way bands/ groups are shown as we
wanted a equality between the members, as we all treat each other the same,
which is why we used the group logo as the main
focus which shows the colours of each member,
and takes away the thought from the audience of
that one artist and gives the idea of the group.
The use of the title ` upcoming revolution` links to
the background as its shows the urban british
location slowly creeping into the light which
represents the revolution, and what is about to
come out into stores, which grabbs teh audience
attention as it seems mischievios and does not
have too much information which intrigues the
audinece to want to know what it is about.
We also included production logos, and other ways
to connect with teh band/group such as a website,
facebook and twitter.