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

We looked at quite a few different artists and their videos in order to get some ideas that we could incorporate into our music video, but our main influence was Ellie Goulding. Her brand image is the type of image we have created for our artist (Mia Knight) and therefore we felt like it would be a good idea to use some of the conventions used in Ellie Goulding's videos. The two Ellie Goulding videos that we were most influenced by was 'Your Song' and 'The Writer'. The locations of these videos are very green and rural so we used this in our music video too; except for the choruses, where the locations were more urban.

Similarities between our video and Ellie Gouldings' 'The Writer' and 'Your Song' videos..

Andrew Goodwin's theory discusses how artists directly address the audience by looking at the camera (breaking the 4th wall), this is one of the main conventions used in our music video. Addressing the camera is very important I think, as it involves the audience and makes them connect with the artist in a way; making it more likely for them to purchase the digipak, hence making the video a success in terms of profitability. Another important convention of our music video is lip syncing; which is used in every music video (obviously). Other important conventions that I followed include, editing to the beat and having a clear verse/chorus structure (as she is in urban areas for the choruses and in rural areas for the verses).

Carol Vernallis' points of observation apply to our music video in the sense that we do not have continuity editing, we usually have jump cuts and the camera moves in time with the music. However an observation that does not apply to our music video is the point about there being really obvious edits to draw attention to themselves, such as wipes; we wanted to follow the conventions of the genre which negates the idea of having obvious edits.

Aside from the mise en scene, another thing that influenced us from her videos was the camerawork; there is a very wide variety of camera shots/angles ranging from high to low angles and close to long shots..

The colour effect we used was acquired from Rihanna's 'Only Girl In The World Video. We liked this colour idea because pink is a colour that suggests innocence and is basically how we aimed to portray our artists brand image. Our colour is more pink/purple as we liked the vintage-like effect it created. 

Rihanna's 'Only Girl In The World'.

Here is a Prezi I made discussing conventions of my ancillary products..