Evaluation Question 1

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

The music video we created was a for a song called Sweater Weather by The Neighbourhood. The song, after researching, we decided was Alternative-Indie. This meant that the conventions of the music video would be different than that of a music video that was the genre of pop or rock or classic. We decided after establishing the genre of our music video to look at the common conventions that we wished to adhere to within our own music video. After looking at other music videos of the same genre we began to form a list of conventions. We did this because we wanted for our music video to be recognised as the right genre, to establish the music video as an alternative indie music video.

One of these conventions that we decided to adhere to was the types of framed shots that we used. For example, when filming our protagonist the majority of shots were mid shots or long shots this was because we wanted to make her body language apparent on screen. This allowed us to let our project the protagonists emotions in a different way than just showing her facial expressions. These shots were also that typically used in an alternative - indie music video, one of those music videos being the original video for this song. This hows that me used common conventions from the same genre music video.

This however was not the same throughout our music video because we also aimed to challenge our songs genre by not having anyone in the music video performing at any point in the music video. This was one of the main conventions in a music video in the genre of alternative - indie. We however, decided to challenge this and still have our protagonist appear throughout, the difference being that she was not lip-syncing at all in the video. This begin to help our video to challenge it normal conventions.