In what way does your media product use, develop or challenge forms and conventions of real media products?
In order to for a music video to be successful for its genre and audience the music video has to take a form of many conventions to uphold its genre features and appeal to its target audience. Andrew Goodwin's theory is an example of conventions through music types consists through every music video. However these convention may not be necessarily represented in a music video and this may be used, developed or challenged.
Convention - Lyrics match visuals.
I used this convention as the lyrics talk about love and and throughout the music video and the visuals in the music video portray and show different forms of love, from sisterly love, to giving a cup of tea and a hug to someone. I also used start and stop motions of daily objects in the shape of a heart which is highly symbolic towards love. The image below shows a start stop motion of a daily object of leaves which is done in a start stop motion in the video.
Convention - Notion of looking at women in a sexual way.
With this convention I challenged it, as throughout my entire my music video there is not one part where women are looked, shown or seen at in a sexual way, but just because women are not shown in a sexual way does not mean that I did not use any. Challenging this convention I used all females in the music video in a non sexual manor just presenting a form and act of love. The image below is an example of this which is two sisters in the music video.
Convention - Visuals match music.
I followed and used this convention as I matched the visuals with the beat of the music. As the music is up tempo and fast pace this allowed me to cut and change every visual image on the beat. I did this on final cut express. Although this took a lot of time and patience in order to use and achieve this convention to the fullest I believe it was all worth it as I feel it makes the music video more precise and on point.
Convention - Demonstrates Genre characteristics.
Once again I followed this convention as throughout the video there are a few examples of the band being presented in their typical genre characteristics, a few are the band being shown playing instruments, laid back fashion, staged together and unglamorous. The image below shows the band in three of their genre characteristics - laid back fashion, staged together and playing instruments.
Convention - Intertextuality.
I challenged this convention as after discussing with my media teacher realised that there is no need for intertextuality in the music video as the simplicity of the theme of love in the video is enough in itself.
Digipak and Advert: In terms of form conventions of both these texts I have tried to adequately follow as many as possible to make the texts identifiable and professional to the audience. I used a barcode and tracklist for example on my digipak and a release date for the advert. In terms of genre conventions I have also tried to remain close to the blueprint offered by the industry and offered up the guys in my band together in unison- however they do not have their instruments nearby which is more subversive. I have them sitting down in some images which presents them as rather passive in contrast to the more active covers of coldplay and Arctic monkeys for example.
