In what ways does your media product use, challenge and develop forms and conventions of real media products?
different genres and styles of music have different conventions and traits that can be seen as a pattern in products produced from within that genre. some artist choose to purposefully break these conventions and be outside the box. Rihanna and lady gaga for example, try to push the boundaries in their video with controversial and unique styles and techniques. during our research and planning we had to make ourselves aware of all the conventions of our artists genre and try to incorporate these into our video. Some of which we did meet. However, some of the conventions we took and developed them slightly. Where as others we challenged and changed drastically. 
Used- Steve Archers theory states that music videos commonly cross cut
between a narrative/story line and performance shots. Throughout our video we
had clear cuts between performance shots of our artist and shots of a
narrative. This allowed the audience to
see that our artists produces and performs his own music as well as enabling
them to become engaged and drawn into the narrative whilst enjoying the song. A
lot of indie artist use this to show the way in which they aren't manufactured in anyway and how they produce their own sound and portray an image, ideology or experience through the narrative.
Used- including a musical instrument as a large part of shots. In indie music the instruments being played by the artists are often included to show the legitimacy of the artist and how they produce their own music. During research and planning I found that indie fans look for artists that produce their own sounds and so showing this in music videos is important and very attractive for indie music fans. We used close up shots, mid shots, worm-eye view and other shots to clearly show our artist playing his instrument.
in the first few seconds we had a close up of the guitar and made sure it was a prominent part of our video. in the video for lewis watson's 'sink or swim' a very similar mid-shot is used early on, with him playing the guitar as the main focus.
Challenged- we included a romantic-comedy aspect within the narrative part of our video, where the couple are happy and everything seems to be fine. We used close ups, and fast cuts to emphasise this. We then moved to a slightly moody and tense section of the narrative where we used slow motion, slow cutting rates and lower key lighting to represent the issues and problems of the characters. Then to complete the romantic-comedy story line ended on a high note with a kissing scene, which we integrated with our performance shots using additive and cross dissolves. It also allowed a clear cut between narrative and performance.
Developed- don't see the artists face on the digipack front cover. Normally you would see a clear shot of the artists face if not a slightly distorted one, however on our digipack front cover we kept our artists face covered. His view is concentrated on the lyrics and the wallpaper in the picture, which allows the audience to see him as focused solely on the music and the album, which is an important aspect of the indie genre, yet allows him and the album to have a large degree of individuality.
Developed- the way in which we had a very clear cut difference between narrative and performance. The fact our artist was the key character in the narrative as well as performance is the development, as normally they would be in performance shots only, or be entwined into the narrative somehow. We used a change in clothing, shot’s and lighting to show this clear difference. Our artist wore drastically different clothes in performance shots than to narrative shots. We used shots we had found more commonly in performance shots during research, and used these for performance and more commonly narrative based shots for the narrative sections.
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