Evaluation 1- in what ways does your media product use, develop or challenge forms and conventions of real media product?

Firstly I would say that our music video does use a considerable amount of conventions of the genre. Our music is more in the pop and indie genre so we had to first do a lot of research in to them genres.  By doing all the research we done it gave us a clear idea of what we had to include in our video. We wanted to add as many conventions of those genres so that our music gives the impression of being really fluent and professional.
We looked at artists like Adele, Taylor Sift and Florence and the Machines. They gave us some very good ideas about what we need to include in our magazine advert, digi-pak and most importantly our music video.
The way we used conventions of the pop and indie genre is by creating a smooth look and gives a cool, relaxing feeling. Nonetheless we wanted to create a real atmosphere where the audience really can relate to. 
Instruments- 
We also used very typical indie instruments for example a guitar. In many indie music there is an acoustic instrument playing and we have used this in our own music video. 

We have tried to incorporate real music video features to our own because there are more professional and the producers essentially know better about music videos.
In particular we looked at Adele’s music video in great detail because we think it is very similar to what we want to create. There is one shot in our video which is very similar to a shot in Adele’s video.
However we have somewhat challenged the typical conventions of a music video because we have used two very different genres and tried to collaborate it together so it mixes well and sends out a totally different emotion to what the audience expect. You rarely find a genre that has two genres; so that there could be a variety of audience and appeal to a wider audience and to different genders essentially.

Other conventions that we used were lip syncing in the music to the video. We had to edit the lip syncing so it looks professional and accurate. We also had the singer play the guitar so it gave it a more country feel and emphasises the singer’s emotions.

Another convention is that we have a narrative were we have a story line. Our story line is a relationship between a male and female. It shows the stags of the relationship and what the singer is going through. We go from the beginning of a relation and throughout we show the relationship disappearing. Finally we also added a natural mise-en-scene. This is because the song is a country pop music and it has a natural feel to it. Therefore we had trees, birds and the natural surroundings.

Below you can see that I have attached some images from our music video and some still shots from Adele’s song ‘Some one like you’ to compare some of the similarities.

You can see by looking at the images that they are very similar. We made the image back and white because we wanted to demonstrate a different time period and we thought this was a clear way to show it. 

We choose to look at her video because the lyrics are some what similar to our as it talks about relationships and break-ups. Therefore we thought that the video may be something that we are looking for. We looked at Adele’s video and picked out specific parts that’s may look good ion our own video. We used the idea of her eyes on a close up shot to really emphasis her sadness. That is exactly what we wanted to show so we used a shot of our characters eyes to really capture the emotions she’s going through. We tried to really incorporate it with our video because it is really shows of all the emotions and capture the audience’s attention to same detail. 


Another way we added a type of genre is by using a very clam, relaxed and subtle colours for the mise-en-scene. We wanted to make it feminine so we decided to use softer colours which may appeal to ladies more. We also used the natural surroundings like going to the park and near the lakes.  

Furthermore I would criticise our music video in way, which is that we didn't actually go against the convention of the girl and the boy breaking up. Its generally the female who is shown all heart broken and sad and this is what we showed. However could have challenged the convention and showsn the male being upset. Nonetheless I can back up this fault by saying that its a females vocal and it wouldnt really go if the male is shown in that light.