You are on page 1of 4

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

Throughout the pre-production stages of the products, the research and planning that I conducted was heavily influenced by artists previous work. This can be seen throughout certain elements of each of my products, as each media product includes one element that has been influenced by a design that has been conducted by an artist that worked within a similar genre criterion. During the research and planning that I was conducting after the first draft of my music video was conducted, I was focusing on including elements in my video that would differentiate it from the original official video for Navy by Kilo Kish. By editing the exterior shots into black and white, I felt that this would solve the consistency problem between the interior and exterior shots concerning the mood and atmosphere which was previously an issue in my first draft. As well as this, it gave my video a different edge to those that could be considered as similar. From this, I used conventions of real media products that were similar to the genre that I was working with; music videos such as Chum by Earl Sweatshirt and Nosetalgia by Pusha T and Kendrick Lamar influenced my decision when considering applying this affect to my video. These videos also incorporated a similar mise-en-scene location. My media product, being my music video, conforms to the conventions of real media products also due to the opening titles that I incorporated within the first four seconds of the video. This decision was also influenced by already existing videos that used the same technique, and research into this method was conducted after I completed the first draft of my video. I chose this technique initially to differentiate my product from the official video for Navy, similar thinking that lead to the black and white effect being used, however after conducting research into this convention it was brought to my attention that, by using titles, it creates a motif for the artist and the audience are made immediately aware as to what they are listening to and who it is by, leaving the opportunity for download in the hands of the listener. I used this convention from real media products that incorporated this, but specifically media products that used a simple, clear, font making the technique look professional and sophisticated. Videos that use this convention are A.D.H.D by Kendrick Lamar, and No Church in the Wild by Kanye West and Jay-Z.

Finally, another way in which my media product conforms to the conventions of pre-existent real media products is the element of amplification that I deliberately used to create a relationship between the song and the video. My music video is classed as amplification, with hints of disjuncture. The video has features of amplification as the shots change in time with the beat of the song, and the lyrics, at times, coincide with the song and the shots in the video. For example, the artist performs the lines "You'll find that I'm in you, and you're inside me too" - complete with actions. This conforms to the majority of videos, from any genre, as nearly all videos have an element of performance and have at least a subtle link to the song that it is portraying. However, the video also contains elements of disjuncture due to the use of projection shots and the content of the outdoor shots. These shots are not related to the meaning of the song or the lyrics of the song itself and therefore there is little relation between the song and the video in this sense therefore this challenges such a form and convention is one of the ways in which my music video challenges the expectations set by popular media products.

Concerning my digipak, there is one convention that I have followed within the design, and I took inspiration from the 1975 album artwork. The colour palette for my digipak was black, white, and grey, similar to that of the 1975. Primarily, this was not the case, however after adjusting my digipak design frequently, this proved to be the most effective design. However, the disc insert contrasts with this black, white, and grey colour palette as it is a lilac shade. This colour does not relate to the digipak design overall, and therefore does not conform to this convention, but in fact challenges it. Despite this, the inkwell filter used to create the black and white effect on the main images, the black layout, and the white text colour conform to the conventions set by select artists and their media products. This is consistent throughout the digipak and to the magazine advert that was created to compliment it.

On the other hand, my media products also challenge forms and conventions of real media products. Throughout my research and planning, I was always looking to challenge the expectations that are set by the popular genre of music that appears in the charts. Because of the new wave and experimental genre that my artist falls into, forms and conventions of real media products needed to be challenged to an extent, to ensure that the experimental, fresh genre of my artist came across with clarity and could be identified by the audience. I chose the name Matutine for my artist because of the intrigue that it will cause amongst audience and because of the meaning behind the word itself. I wanted a name that would reflect the unpredictable and fresh, new nature of the artist's music. Matutine is not a name that has been said before and is interesting to the audience, which would also stay in the listeners' head some time after they had heard the song or the name of the artist. As well as this, the word 'Matutine' is an adjective with the meaning 'just before the dawn'. This implicates that the artist is one step ahead of any other musician in the industry, and creates music that is soon to peak. When considering the audience, the Trendies and New Casuals both look for music that is innovative and fresh, which is something that this name implicates. By choosing such a name, my media products challenge the forms and conventions of artists frequently debuting in the charts with simple, catchy names that withhold no further meaning. I built upon this element within my digipak, as the inside left panel emphasizes the importance of this name. On the inside left panel, I revealed the definition of the word and its meaning. This leaves the audience to create the connection between the artists music and the name itself. This element of the design was not influenced by any already existent real media products and is not the expected format of a digipak this minimalistic feature of my digipak, therefore, challenges the forms and conventions of real media products. This minimalism is also portrayed within the magazine advert created to compliment the digipak, and therefore supports this element of challenging the expectations of adverts. My media products also develop conventions and forms that are initially set by already existent real media products. Throughout my research and planning, I was keen to discover a music video that had heavily relied upon projection and had incorporated this technique as a major element to be noted by the audience. Although I found occasional features of projection and hints to the use of projected moving images, hardly any popular music videos incorporate this as an important aspect. Therefore, by editing the majority of my music video into large sections of interior shots using the projector, I relied on these shots to create the base of the video. Although the exterior shots are also frequent, the interior shots that I have used are the only scenes in which the artist had a chance to perform the song. Consequently, by using a projector in such a way throughout my music video, I developed the convention of moving images into a significant element of my overall concept.

Another way in which I developed conventions and forms that were initially set by already existent real media products is the use of photo booth photography that influenced the photographs that were taken for my digipak artwork. I imagined that this would prove effective as a central feature of the digipak because it would present the audience with a persona of the artist and would build upon her image as it reveals features of her character. By discovering artwork that used a vague and similar idea, I decided that all of the photos would be mid-shots and would show the face on portfolio of the artist. Although I discovered artwork such as Thursday by The Weeknd, it was a struggle to discover any digipak designs that used this photo booth concept to present the artists persona or build upon their image. Therefore, I developed upon this type of photography to suit the relatively unknown nature of my artist developing conventions and forms of real media products.

To conclude, my media products have used, developed, and challenged forms and conventions of real media products throughout. Different elements and features of each media product have been influenced or created for a purpose, which has been decided with the aid of thorough research and planning.