Evaluation

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

Visuals for video

Use:
Ed Sheerans Video- We took inspiration from Ed Sheerans music video One
because we used some of the shots used in his video like the moving of the
camera to different corners of the frame. Shots of music video
We took ideas from George Ezras music video Listen to the man because we
liked the use of the backdrop, stage setting, use of props and addition of
humour. Shots of music video
Adeles Video- When we watched Adeles music video for Hometown Glory we
really liked how smooth and clean the shots were through the use of a dolly. This
gave us the inspiration to use a dolly when filming our music video to help us
achieve this look as well. Shots of music video
Ava Ruskin Video- We also took inspiration from a student A level music for the
song He wasnt there because we really liked the creative use of props to make
links to the lyrics. This encouraged us to use props in our music video to achieve
the same outcome. This references Andrew Goodwins theory as it mentions
how there is a relationship between visuals and lyrics and we most definitely
portrayed this idea in our music video from the range of props and actions we
had. Shots of music video
Instrument- We made sure we stuck to the convention of how
singer/songwriters have their instrument present in their music videos to express
the importance of it. We have Dave bring his guitar in so he could play and sing
for us as if it was a live performance and this really helped when it came to lip
syncing to the song. Shots of Dave playing guitar and Ed Sheeran playing guitar
Colour coding- we colour coded our music video in Final Cut Pro to give it a warm
feel but adding a purple/blue tint to the clips of Daves performance as these
kinds of colours are linked with the singer/songwriter genre in giving across and
warm/friendly feel. Shots of Daves performance and gig pictures
Colour on Digipak and Poster- We also thought carefully about the colours we
used on the digipak and poster. We stuck to darker shades because we didnt
want it to look over the top and too bright which is a huge contrast to the style of
many digipaks and posters of the pop genre. The colours are linked with the
singer/songwriter genre and give across and warm and friendly feel. We also
found other examples like Adeles album that consist of darker colours. Shots of
Digipak and Poster and Adeles album cover

Challenge:
Narrative- Our music video goes against many singer/songwriter music videos as
it doesnt contain any narrative aspects that you would normally see in music
videos of this genre. Our video contains performance with our artist and concept

aspect with our actress so there was no narrative involved. Shots of Dave and
Sammy
Humour- Our music video is humorous throughout as it portrays the themes of
laziness and procrastination which we have made funny through acting and
creative use of props. Most singer/songwriter music videos we have seen tend to
portray an emotional meaning so ours is a big contrast to this. Funny shots of
Sammy
Andrew Goodwin theory (idea of the artist selling themselves)- our video is very
different to this as we focussed on the simplicity of the genre and how the artist
just acts naturally in front of the camera and the focus is equally spread between
Dave and Sammy so no one is more important than the other. Shots of Dave
and Sammy
Poster- We decided not to feature our artist on our advertisement poster which
goes against the conventions of most of the singer/songwriter posters we
researched. We liked this because it creates a simplicity about the poster and we
featured him a lot in our digipak so we didnt want too much of him. Shots of
poster

Develop:
Casual clothing- We developed the convention of how singer/songwriters will
wear casual, comfortable clothing in their music videos. Both Dave and Sammy
were wearing casual clothing. We developed it further through having our
actress wear a onesie, which really helped to emphasise the theme of laziness.
Shots of Sammy in onesie
Target Audience- The singer/songwriter genre has a quite vague target audience,
so we developed this further by making it more specific. Our target audience was
mainly teenagers as this age can relate well to the lyrics, so we made this direct
link. Shots of Sammy
Speed- We wanted to develop our video by giving it a faster pace and so to do
this we sped up some of the clips of Sammy by either 2x or 4x. This made the
video stand out as something different to what we had seen in the genre and it
also reflected the humour of the song well. Sped up shots of Sammy
Digipak- We developed the convention that the artists profile will most often be
present on the digipak as in this genre this is the main focus. We took plenty of
pictures of our artist, which meant we were able to have him on one or more
panels of the digipak, which helped emphasise his importance as a solo artist.
Shots of Digipak