Monday, 21 March 2016

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

For the entire course of making the video I decided to work alone in creating and constructing my music video for 'Sticks n Stones'. As the genre is like indie/rap I revolved my artist around a care free stereotype of a scruffy teenager. In order to do this I researched into artists such as 'Jamie T', the artist who is responsible for the song 'Sticks n Stones' as well as looking into similar artists such as 'Rat Boy and 'The Streets'.  With the help of this research i managed to form my artist 'Joe Scott'.

Music videos usually follow Goodwin's Theory through their lyrics, visuals, close ups and intertextuality. Stylistically my video follows these conventions through the us of different concepts of music videos. My artists costume through-out is consistent in portraying the strerotypical teenager as he wears a hoody, trainers and black jeans or a north face coat, something which is seen in all other videos I researched into as clothing is a way of presenting their collective identity. In addition to this the narrative of my music video links in with the lyrics about travelling on trains. This is shown through the go-pro footage of riding a train and being on a train platform as the lyrics state "I took a train away" and "When i travel down the track"  and my artist is performing while riding on a train with a black and white filter to help add to the mood. My music video is also synchronised with the lyrics and performance as it also adds to the construction of conventions of my artist in my genre. For example the white screen performance my artist is being energetic and screaming out the lyrics which is cut up in to fast pace to keep up with the beat of the song and lyrics. You can also see the influence the record label has had on my music video as my artist is the only person in the video through-out. He seen through a variety of shots in the video which sells him as an solo individual brand.

Also my artist has followed the conventions of my hybrid genre through the use of setting and props. From start to finish the idea that my artist is from an urban area, from the use of gritty setting such as under passes and tunnels in comparisons to a hip/hop or rap video where you usually see expensive jewellery and cars through-out. This shows that i have followed the very few conventions set out by the artists who come under this genre by urbanising my artist through cinematography in my video.

My music video also challenged the conventions of my genre. This is because most indie videos have a performance with using their instruments in their videos. I decided to go against this and use modern technology, something which has influenced the younger generation and the Grime concept of having a performance from your area, which is usually a gritty looking estate. This can be seen in my Selfie performance where I am seen to be filming myself from a cam-recorder and also performing in an underpass tunnel. This shows my influences of grime music in my music video as both Grime artists such as Kano and Skepta use both techniques in their videos.

I believe that my video follows the conventions of music videos as well as going against its genre stereotypes. This can be seen through the intertextuality of the lyrics, visuals and performance and different use of performance settings.

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