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EVALUATION QUESTION 1- DRAFT

In what ways does your media product use, develop or challenge forms
and conventions of real media products?
MUSIC VIDEO: Talking Dreams- Echosmith- Defender:
The music video for Foals indie rock song, My Number, was our biggest
inspiration. To begin with the location in their video features a stage in a club
environment with an open space full of teenagers and young adults (target
audience) dancing to their music. This influenced our choice of location (Stay
Free Musics Black Studio Room) as we wanted to use a stage with all of the
equipment a band would use like guitars, drums, speakers, music boards etc.
This was similar to the set of My Number and even included a space for people
to party in. However, we developed Foals idea of having an audience to not to
have an audience as we were filming the band rehearsing for a performance.
This why we didnt have shots of the audience in our video. Foals music video
also inspired the style of our music video. We chose to base our video on
performance which features shots of the location (stage space), long shots, close
ups, mid shots, two shots, over the shoulder shots, panning, crane shots and
shots using a dolly. The main shots of the band together (long shots) were
inspired by this video, but the rest of the shots were inspired by a different video.
I took inspiration from Catfish and the Bottlemens music video for Twice as
their video is filmed with a hand held camera. The shots weave in and out of the
rehearsing band and cover every part of the space. This inspired our shots
around the drummer (Louis) and guitarist (Connor) as they perform the
guitar/drum instrumental and captured every moment and looked relaxed
instead of the fixed camera. This was effective when the video was edited
together as we had a mixture of snappy shots and longer shots by the hand held
camera which appeared smoother; giving the video more dynamics and diversity.
Catfishs Twice also influenced the way the camera panned around our lead
vocalist (Hannah) as a similar shot appears in their video. The camera partially
pans around their lead vocalist (Vann McCann) which looked really effective as it
was slower than the rest of the video which had the same effect in our video as,
again, it created contrast between all the fast cut shots. We developed this idea
of the camera panning around Hannah by making the shot (0:51-0:57) last longer
than the shot which is used in Catfishs video. We wanted our band to act a
certain way whilst they performed in our music video (particularly our lead
vocalist Hannah) by making eye contact with the camera/audience while showing
they were having fun. For this, I used inspiration by The Hoosiers music video for
Worried About Ray as the band make eye contact throughout the video and it
helps to create a connection between the audience and the band which is
something I wanted to come across with our video. I also drew inspiration from
this video at (0:48-0:49) as they use the Ken Burns effect on a static shot. This
influenced us to add the Ken Burns effect, which we developed to occur
throughout our video, as shots of the band and close ups of the artist seemed
too static to begin with. However, after adding this effect to our video, we were
able to notice the difference between our static video and our video which flowed
and transitioned cleaner. This made our video look more professional and neater
as it was more pleasing to eye and didnt make the video boring which could
have happened had we not added the effect. The bands style/costume choice

was inspired by the original artist of our song Echosmith as they have a trendy,
unique style which mainly consists of monochrome colours. Our lead vocalist
(Hannah) wore a black swing dress, black tights, white converse and her makeup
was minimalistic and was topped with a light pink lipstick to make her lips stand
out when lip syncing the lyrics. Our drummer (Louis) wore a navy shirt with black
jeans and black suede shoes. Our guitarist (Connor) wore a grey t-shirt, black
leather jacket, black jeans and white vans. We thought this would add contrast
between the outfit choices and the lighting used in our video as the clothing was
monochrome but our lighting was a mixture of colours. The lighting for our piece
was also inspired by Foals My Number and Catfish and the Bottlemens
Kathleen as they used bright colours like red, and blue which made their videos
look more interesting. We used similar lighting colours to the ones they used,
however we developed this by using more colours like green, yellow and pink
which were picked up really well on camera and made the video look more
vibrant. We also took inspiration from the mirrored effect in My Number which
we incorporated into our piece at 1:06-1:09. There was direct correlation
between our song, lighting and editing as everything was bold, fast, energetic
and different. This is where we began to apply some of Andrew Goodwins 7 key
areas to our video as some of the lyrics are were illustrated in the video. An
example of this is at 0:33-0:35 where Hannah looks across at Connor during the
lyrics youve got green eyes. This is the first time Hannah acknowledges
Connor in the video and shows she is referring to his green eyes which is further
portrayed by the shot type as the camera is shooting over Connors shoulder.
Another example is from 2:12-2:15 where Hannah struts across the stage from
the left to join Connor on the right. She does this on the lyrics lets run not walk
which is clearly illustrated by her moving from one side to another. This not only
matched the lyrics, but it also changed the video up by placing the band in a
different position so it wasnt so static in the same formation. It looked like a
natural performance as no artist stands completely still as they perform which
made both the band and the video look professional. Another theory of
Goodwins we used was the use of amplification. This is a link between the audio
and visuals within a music video which is something we used in our own.
Whenever there were significant beats in the song or a change in the rhythm, we
cut the shots. This was to make sure our editing was spot on and matched well
with the song; making it overall aesthetically pleasing to watch as it wasnt
messy. Examples of this are at 0:02, 0:12, 1:53 and 2:00 where it is evident we
have matched the two together. In addition, we used Goodwins 4th theory The
demands of the record label will include the need for lots of close ups of the
artist to urge us to add in close ups of our band. We followed this by having
close ups of, primarily, our lead vocalist which is a common convention of music
videos within the indie rock/pop genre.

DIGIPAK:
The simplistic and dull coloured style of my digipak is a feature that I was
inspired by from existing bands album covers (The Kooks- Inside In The Inside
Out, Arctic Monkeys- Favourite Worst Nightmare, Kings of Leon- Only By The
Night) all of which feature very little text apart from the name of the artist and
the album name with images. I was heavily influenced by the album Low Life by
New Order as a variation of the album cover featured 4 images of the band on
the cover. Similarly, Kings of Leons Only By the Night is set in quarters which
inspired me to use a similar style with my digipak as audience feedback from
Kings of Leons album said it worked well. I used close ups of each member of
the band for my cover which I developed by using filters from Instagram. I used
the red wash filter as I had read from a review online that it can make your
photos appear professionally taken and edited. I gave this a try and liked the
effect it gave. It worked really well with my colour scheme for my digipak. A
problem I faced when designing the cover of my digipak was our band was a trio
so I didnt have another image to place in the final box like Kings of Leon had
done. However, I developed this idea by deciding to fill this space with the artist
and self-titled album name DEFENDER. I used a font which looked quite quirky
as it wasnt a standard font that was programmed into the computer. The font
was taken from an online font site called DaFont and I used a font from the old
school section which worked well with the digipak and my idea. I also used the
same font for the back of my digipak for the title to link the two together. I close
a smaller bolder font for the track list which I was influenced by Nick Caves
Push The Sky Away and I liked the way his text was the centre of the back
cover. I used this format for my back cover which added a different dynamic as
the cover of my digipak was blocky and I wanted my back to appear in a different
way. My colour scheme was a mixture of grey and purple tones. I chose these as
they are colours which are common within the genre and simple colours are a
key convention of the genre. I was inspired by the front cover of an edition of
Complex Magazine which featured the grey/purple colours that I decided to use
for my digipak. I also included a barcode, terms and conditions, catalogue

number, album/artist name and the record labels logos. These are all features of
digipaks and are found on almost all existing media products like albums as they
are needed for legal reasons. I had an image of the band placed inside the cover
to give the audience an image of the band actually stood together as they are
separated on the cover but, after reflection, I dont think it works well as it
doesnt match the colour effects on the other images and looks odd against the
background. I designed the CD to be plain with no text as I wanted it to follow
the minimalistic scheme like the rest of my digipak. I used a similar shade to the
rest of my colours used so if the CD was laying around, the owner of the album
would easily be able to identify which album it is from and can return it to the
case.

MAGAZINE ADVERT:
The styling for my magazine advert was influenced by adverts produced for various
music artists (Arctic Monkeys- AM, Kings of Leon- Only By The Night) as I liked the
way they linked directly to their digipak. I was inspired to use the same images from
my digipak cover on my advert from the advert for Kings of Leons Only By The

Night advert as they also used the same images. I did this to link both my advert
and digipak together so readers would be able to remember it more if they saw it in
a magazine and then later in a store. I have placed the title and artist name at the
top of the page as that would be one of the first things the reader would see as it is
the largest item on the page; making it stand out so, again, the reader can
remember it more. This is a common feature used on magazine adverts as it is easy
for the reader to identify the artist. My decision for this was influenced by the advert
for Arctic Monkeys AM advert and Bombay Bicycle Clubs advert for I had the blues
but I shook them loose. I have used key information on the advert: artist/album
name, date of release (on a Friday to show my knowledge of the music industry and
how Friday is the adopted release day for albums), released singles it includes and
the record label so I kept my advert simple like my digipak. This was inspired, again,
by Arctic Monkeys AM advert as they had very little text on the page, but the text
used was important and was all the information the reader would need. Audience
feedback I received on this was positive and they liked that all the text was to the
point and it was easy to read. I also added the logo of the bands record company to
the top left of my page for legal reasons which is a key convention of magazine
adverts and other media products. I was inspired to do this by adverts such as The
Killers Day & Age advert and, once again, Arctic Monkeys AM advert. However, I
didnt place the logo at the bottom of the page like they do. I developed this by
placing the logo for my bands record label (Sony) at the top of the page so it was
almost hidden, but still visible due to the red colour which added a nice contrast
against the grey/purple background of my advert. My colour scheme for my advert
was the same as my digipak so the two were linked together. It is questionable as to
what colour scheme works well for adverts. Some members of my target audience
would suggest simple colour tones as they are minimalistic. In contrast, some
suggest bright and bold colours so it is eye catching and draws readers in more. In
some ways, my advert uses conventions of media products that are existing as it
follows examples (listed above) that work well for my target audience. However, my
advert could also challenge the conventions depending on who reads my advert and
their colour preferences.

Both my digipak and magazine advert use the traditional conventions of my chosen
genre (indie rock/pop) and the products itself with their simple approach. I have used
multiple artists to influence my works which I know appeals to my target audience.

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