Evaluation Question 1 - In what way does your media product use, develop or challenge forms and conventions of real media products?

There are two main sections of music video; these are narrative and visual, the visual side is the video itself and the narrative side is the song’s lyrics and meanings. 

Our music video plays out parts of the story of the song, this can help in assisting the audience in understanding the songs meaning, and this was the effect we were going for.

The lighting featured in our video, reflects the feel of the video, for example if our lighting is dark, it represents the characters feelings. This is a usual convention of a music video.

A music video editing is different to a films editing, as music videos are generally faster and cut more often. A music video is usually only 3-4 minutes long this will change the rate of editing.

One thing we considered, when planning was the use of lip syncing, this was something which we wanted to include but had issues on how we could get it to sync.  We wanted our story to be half narrative and half visual, and we needed the lip-syncing for the visual element, as we felt that this would allow the audience to take the video more seriously.

The mise-en-scene was successful as we created the right look for that genre, our genre is/was rap/hip-hop, and this genre has a lot of conventions which are easily recognisable. So we feel that our music video follows the key conventions of a music video, for our genre.  This allows the viewer to gain a quicker and easier understanding of the video, and can easily relate it to the genre.

The props that we used in our music video reflects the songs lyrics, in the song it says,  “Put me in the dog house as long as you want”  for  this we used a dog kennel/house, this adds both help visually as well as we feel it adds humour to the video. Humour  is used in some rap/hip-hop videos. Eminem was an influence for the humour as in a few of his music video’s such as ‘Just lose it’ and ‘We made you’ they both feature a comical aspect, but at the same time allowing the audience to understand the song as well as the video.

 

Our target audience was for people aged between 16-24, we felt that this was a suitable age group as we feel this is the average ages for people to listen to rap/hip-hop. We also felt that the age of our audience would make it easier for us to use the conventions of that genre as they are most likely to recognise them.

We believe that we have met the conventions, from the camera angles we use to the clothing which he is wearing, we tried to follow the conventions when it came to the camera angles used and the length of the shots, this all helps in the target audience understanding the music video and the genre it is trying to reflect.