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

2. Conventions of music videos
In Andrew Goodwin’s book ‘Dancing In The Distraction Factory’ one of his
main theories about music videos is that the visuals should have a strong
relationship with the lyrics. The imagery must either illustrate, amplify or
contradict the lyrics, thus weaving a deeper meaning throughout the
video. I think my music video displays this theory, as there are many
shots which both illustrate and amplify the lyrics. For example the lyrics
‘I’m gonna fly against the wind’ is amplified through a wide shot of birds
flying through the sky along a beach. This not only illustrates the word
‘fly’ but also amplifies the whole concept of the chorus, as the birds
represent freedom and the chance to escape, but also the fear of breaking
out from the crowd and being alone.

3. Another important convention of music videos mentioned in Goodwin’s book is
the tone and atmosphere of the visuals should reflect that of the music. Again
the visuals should either illustrate, amplify or contradict the music. This
primarily refers to the ways in which the editing, beat of the music and timing
is connected with what the audience is being presented with on screen.
I think my music video follows this convention as I’ve edited the
brightness/contrast filter so the colours within the video are much more vibrant,
thus reflecting the optimistic and cheerful atmosphere of the music. I’ve also
edited shots to reflect the beat/rhythm of the music, for example when the
music quickens the shots get shorter and the editing is more fast paced which
builds the viewer’s anticipation through the abrupt transitions. When the music
is slower, the shots are longer and the transitions are cross dissolves or additive
dissolves to evoke a softer, more tranquil mood.

4. Contents
• Editing
• Shot composition
• Representation
• Animation
• Mise en scene
• Location
• Ancillary products – graphics, colours, typography,
photography.
• Distribution company

5. My media product: editing
I used the editing software, Final cut express, this follows the typical
conventions of most music videos as it’s the main editing software for
professionals editing real media products.
I increased the brightness/contrast filter of most shots to brighten the colours
and make them more vibrant to reflect the happy, positive music. The bright
colours are evident through this wide shot of the sun’s rays gleaming through
the trees, thus portraying a tranquil, hopeful and cheerful mood. This
demonstrates how my video follows the typical conventions of the indie pop
genre, as most indie videos feature bright, sun filled locations, e.g. in Lucy
Rose’s Scar music video, the sun light has clearly been enhanced so it gives the
medium long shot a hazy, cheerful atmosphere.
Lucy Rose, Scar My music video

6. This is a screenshot displaying how I edited the brightness/contrast
filter to enhance the colours within my music video, which follow
the typical conventions of indie pop music videos.

7. Editing
I edited the footage using a combination of styles; I mostly avoided
editing in conjunction with the beat of the music, as this would
emphasise the beat and give a sharp, abrupt transition, which
follows the conventions of rock music videos but wouldn’t
reinforce the conventions of the indie pop genre. The indie pop
videos which I’ve analysed have been edited off the beat of the
music and had smooth transitions which help to reinforce
continuity and a calm atmosphere. Therefore I edited most shots
off the beat of the music and I used cross dissolves and additive
cross dissolves to evoke a flowing, soft and delicate affect. As a
result I’ve developed the typical indie conventions by enhancing
the smoothness of the editing through these transitions. (For
more analysis of the editing in my music video, please see the
YouTube annotated video which is in the same post.)

8. My media product: shot composition
1. 2.
3. 4.

9. Real media product: shot composition
Ben Howard, Old Pine
1. 2.
3. 4.

10. Shot composition comparison
The four screenshots from my music video are almost identical to the
screenshots I’ve taken from a real media product; Ben Howard’s Old
Pine music video, this is due to the way the shots have been composed
and the setting of the shots.
The first shot from my music video’s screenshots is a wide shot of the
sun rising over a field, the trees in the background are silhouetted and
there’s a focus pull of the plants in the foreground. This develops the
conventions of the indie genre as the shot composition evokes hope,
and optimism at the beginning of a new day which is symbolised by
the sun rise. This shot follows the forms of a real media product as in
the screenshot from Ben Howard’s video the composition is similar;
it’s a wide shot of a field with the rising sun silhouetting trees in the
background and a focus pull on the corn in the foreground. In both
shots the trees in the background are out of focus which evokes
mystery as the viewer is unable to see very far.

11. In all of the shots from Ben Howard’s music video the sepia
tones have been enhanced so that they convey an authentic,
vintage, slightly rustic feel which follows the typical
stylistic conventions of an indie music video. The sepia
colours suggests an Autumnal/Winter setting as the shots are
almost colourless and quite bleak. In my shots I’ve
increased the brightness/contrast filter but I have not added
a sepia filter, as I want the vibrant colours to evoke a
bright, sunny, summer atmosphere. Therefore I am
challenging the typical conventions of indie music videos
by not enhancing the sepia tones.

12. The second shot which is practically identical in both music
videos, is the wide shot of the sea with a surfer jumping on
to his surfboard. This shot evokes freedom and adventure,
as if the surfer is ready to take on a challenge and brave the
ocean. The angle of the shot is from behind the surfer so the
viewer can’t see his face; thus evoking mystery but also
displaying the surfer’s strong determination to surf. The
shot’s wide composition displays the vastness of the ocean,
which makes the water seem intimidating whilst also frames
the surfer in the middle of the sea.

13. The third wide shot displays the artist walking through trees in
a woodland setting. In the shot from my music video the
artist is in focus, this contrasts with the shot from Ben
Howard’s music video as he is out of focus due to the focus
pull on the vegetation in the foreground. This adds mystery
to the shot as the viewer can’t see the face of the artist,
however in my shot I wanted to immediately introduce the
artist to the viewer to make her the focal point of the video
and to also make her recognisable to her target audience. In
this shot from both my music video and Ben Howard’s
music video the artists both seem to be dominated by nature
(which is a typical convention of indie pop music videos).

14. In the wide high angle shot from my video the artist’s
proxemics are much smaller than the trees which surround
her; they almost dwarf her, thus conveying the message that
the natural world has authority. Similarly in the wide shot
from Ben Howard’s video, the artist is out of focus, which
conveys his unimportance compared with the branches in
the foreground as he is blurred. The framing of the shot is
also significant as the trees take up about 90% of the
composition, thus dominating the shot which displays one
of the main stylistic conventions featured in music videos of
the indie genre: nature plays a major role.

15. The fourth and final shot from both of the music videos is a wide
shot of a surfer surfing a breaking wave. This action shot
conveys freedom and adventure which is not only the main
message of both of the music videos but it’s also one of the
most common themes within indie music videos. However
there are some differences between the shots; firstly my shot
has been filmed from a further distance, whereas the shot from
Ben Howard’s video has been filmed so that the camera looks
as if it was in the water with the surfer. This makes the viewer
feel more involved with the action which strengthens the
artist/audience connection, but my shot makes the viewer feel
as if they are simply watching the surfer from afar. I used the
camera movement of panning to follow the surfer, in contrast
the shot from Ben Howard’s video tracks the surfer from the
side which gives a better, more impactful perspective.

16. My music video Representation Ben Howard’s Old Pine
The screen shot from my music video is a wide low angle shots which makes
the artist appear authoritative and dominant. However the screen shot from
Ben Howard’s music video is a worm’s eye view shot which has a more
exaggerated low angle due to the camera being positioned on the ground
looking directly up the road at the artist, whereas I just shortened the legs on
the tripod and adjusted the camera so it looked up at my artist. This extreme
low angle shot establishes Ben Howard’s representation as being the one in
control, which follows the archetypal representation of males as they are
usually represented as being the domineering gender. This also follows the
stereotypical representation of an artist (within any genre) being the focal
point/main subject in their own music video as they want to appear in
control because it’s their music video and they are trying to promote
themselves to the public.

17. The screen shot from my music video follows this stereotypical
representation of the artist being the focal point of the music
video as the wide low angle shot draws the viewer’s eyes up to
the artist and makes her appear independent and authoritative.
However this subverts the archetypal representation of the
female gender in the media; women are typically portrayed as
being weak, dependent and submissive. I purposely wanted to
subvert this inaccurate representation of women as the lyrics in
Alex’s song speak of independence and freedom, so I wanted to
reflect this message through the visuals. I wanted to create a
good role model for the target audience of young girls (14 – 19
year olds), which would also appeal to them.

18. I have also represented the artist as wanting freedom to be an individual
and to go against the crowd through a long shot of her running across the
beach and wide shots of birds flying through the sky. These shots follow
the stereotypical representation of indie pop artists (e.g. Lucy Rose)
being quite wild/free and independent.
The costume my artist is wearing for the majority of the music video also
reinforces her representation of independence. The leather jacket
represents independence as it was first worn in the 1950’s to signify the
non-conformist views of women as it is a typically masculine piece of
clothing. Style wise the leather jacket adds a touch of rebellion and edge
to the music video which hints at the typical conventions of rock music.
This is starkly juxtaposed against the white dress she’s wearing as the
colour white is an icon of purity, while the lace material of the dress is
quite a fragile, intricate piece of embroidery, typical of a wedding dress
which reinforces the representation of virginity and innocence. This
creates a balance between the representation of a tough, practical,
independent girl and a pretty, innocent, sweet girl, which follows the
stereotypical representation of female indie pop artists, such as Lucy
Rose and Gabrielle Aplin.

19. My media product:
animation

20. Real media product:
animation
Coldplay, Every Teardrop Is a Waterfall

21. Animation comparison
I was inspired by the animation at the beginning of Coldplay’s music video for
Every Teardrop Is a Waterfall, as I thought it successfully conveys hope and
optimism for the start of a new day, thus establishing the video’s atmosphere
immediately. I wanted to emulate this atmosphere, but I didn’t have the time
or the resources to create an animation using paint like in their video, so
instead I cut out shapes from coloured card and made a silhouette of trees
with a sun rising behind them which I then animated using iStopmotion
software. My animation still uses conventions of real media as it is a similar
animation sequence to one used in a real media product.
In the Coldplay music video there is a city silhouetted by the sun rise with the
sea in the foreground, this is different to mine as it is the urban world which
is being referenced not the natural world. This is because their main location
within the video is a city, whereas the main location within my video is a
woodland. My animation also differs from the Coldplay animation as it
features birds flying in the sky which introduces a key theme within my
video (escapism and freedom). I chose to do an animation as it is a creative
and artistic feature which develops the typical ‘quirky’ conventions of the
indie genre.

22. My media product: Mise en scene
1. 2.
3. 4.

23. Real media product: Mise en scene
Gabrielle Aplin, Home
1. 2.
3.
4. Lucy Rose, Lines

24. Mise en scene comparison
The first shot is a mid shot of the artist, both artists are wearing similar
style costumes (apart from the different colours and my artist is
wearing a leather jacket over the top of her dress), and both artists are
wearing black tights with boots. The location and background of the
shot is similar as it’s rural, the shot from my music video is in a
woodland, and the shot from Gabrielle Aplin’s music video is in a
field. The rural location is a main convention within indie music
videos, as the theme of nature is common within indie songs. The
colours featured in Gabrielle Aplin’s shots are warm colours; sepia
tones, such as orange, red and yellow, this follows the typical
conventions of indie music videos as the sepia tones evoke an
authentic, slightly rustic edge. These colours contrast with the colours
in my shots as they convey a fresh atmosphere, which challenges the
typical conventions of indie pop music videos.

25. Both second shots are wide shots with trees in the background and
the artist stood in the middle, I like this shot composition as the
artist is the focal point but the viewer can see the surroundings
which adds atmosphere to the shot. This style of shot makes the
artist appear small/inferior compared to the vastness of the open
landscape and height of the trees. Playing with shot
compositions and camera angles helps to make the audience
understand the artist’s emotions, e.g. in both of the second shots,
both artists appear intimidated by the dominance of the natural
world and isolation pervades throughout both music videos. I
have used the typical convention of experimentation with shot
composition within my music video and developed this feature
by making the composition enhance the feelings and atmosphere
of the video.

26. The third shot is slightly different between the music videos; the shot
from my music video displays the artist sat down in the sand dunes
looking out at the sea with the beach taking up a larger percentage of
the shot composition . Whereas the shot from the Gabrielle Aplin
music video depicts the artist stood up in the sand dunes facing the
camera with her head taking up most of the composition and the sky
takes up about 60% of the background. Despite this both shots are
similar; they are both mid close ups of the artist and both feature the
same style of background setting; a beach fading into the distance,
which highlights the nomadic/explorer style of both videos. Both
shots portray the artists’ need for freedom and independence through
the artists’ isolation as there are no other characters present in the shot.

27. The fourth shot from my music video is a mid close up of the artist
looking through some trees, with two branches framing her face either
side. In comparison I’ve taken a screenshot from Lucy Rose’s music
video, Lines, which displays a mid shot of the artist looking through
trees. Despite the similar composition and location of both of these
shots, the costumes are slightly different; Lucy Rose is dressed in a
scruffy shirt which carries quite masculine connotations thus
reinforcing the artist’s ‘tom boy’ image. Whereas my artist is wearing
a dress and leather jacket which is more feminine, however she is
wearing wellington boots which carries connotations of a rural,
farmer’s lifestyle. Both shots exude the artists’ desire for adventure as
they are both stood amongst trees – particularly the Lucy Rose shot as
she looks as if she’s dressed practically to go exploring in the
countryside. This reference to exploration and adventure is a key
feature within indie music videos, particularly those with a pop
influence.

28. Woodland
Locations Beach
My music video My music video
Ben Howard, Old Pine Ben Howard, Old Pine

29. Location comparison
I used two main locations within my music video; a woodland and a
beach, both are rural settings which is one of the major conventions of
indie music videos. There are many indie pop artists which I’ve
researched that use rural locations within their music videos, including
Lucy Rose, Gabrielle Aplin, Coldplay, Mumford & Sons, Noah & The
Whale, Bombay Bicycle Club, and Ben Howard. The main influence
for my own music video was Ben Howard’s Old Pine music video,
which featured parallel editing between a beach, a country lane, and a
woodland. These locations are significant within the video as they
illustrate and amplify the lyrics of the song. For example the name of
the song, Old Pine, is a reference to trees and nature, which is
reinforced through the wide low angle shot of trees, the trees are
further highlighted through the use of the sun silhouetting the
branches, which follows the theme of sun rises which interlinks key
shots within the video.

30. I have similarly used a woodland location within my music
video, to convey the significance of nature within the song
and to amplify the lyrics, but also to portray the feeling of
being trapped which is a key emotion within the song. The
abundance of trees combined with the frequent use of low
angle shots emphasises the height of the trees which makes
them appear intimidating. I use the mid shot of the artist sat
down on a bench in the wood as an anchor within the video
to convey continuity. However there are a variety of
different shots of the artist lip synching within the woodland
which have been intercut with shots of the beach, this
follows the typical conventions of a real media product, as
Ben Howard’s music video uses these two locations to a
similar affect.

31. Within Ben Howard’s music video, I think the wide shots of
the waves and the surfer represent freedom and tranquillity.
This is similar to the atmosphere I wanted to portray within
my music video – especially through the wide shots of the
surfers and the panning shot of Alex running across the
beach. This portrayal of freedom within the beach shots
contrasts with the feelings of being trapped within the
woodland shots. A beach location carries connotations of
hippies (as represented in Benjamin Francis Leftwich’s
Atlas Hands music video, which I’ve analysed in a previous
post), which is a stereotypical representation within indie
music videos which I wanted to reinforce through my own
music video.

32. My media product: ancillary products
Magazine advert
for the CD

33. My media product: ancillary products
CD Digipak

34. Real media product: ancillary products
Magazine advert for a gig to
promote Lissie’s album,
Catching a Tiger.

35. Real media product: ancillary products
CD Digipak for Lissie’s
album, Catching a Tiger

36. Ancillary products comparison
I chose to compare my ancillary products with Lissie’s ancillary products as I
think my artist’s songs and style is similar to that of Lissie (quirky,
indie/pop). Instead of using a magazine advert promoting Lissie’s album,
I’ve used a magazine advert promoting a performance by Lissie, which is
still similar as she will perform songs from her album, Catching a Tiger.
Poster:
Both of our ancillary products share the same link to the natural world through
photos of a rural landscape. However my advert features the artist within a
woodland setting, whereas Lissie’s advert just features an image of a
cornfield without any visual reference of the artist. Lissie’s poster is simple
yet effective; the image is of a corn field, with a cluster of trees in the
background on the right, the sky takes up about 80% of the composition,
with the text filling the sky. The photograph evokes a calm, tranquil
atmosphere due to the large amount of pale blue sky and rural location. But I
think the artist should be included within the image even if she can’t be
physically recognised, as the poster’s purpose isn’t clear. My advert features
a photo of my artist which enables her target audience to recognise her, so
they are more likely to actively find and buy the album.

37. The edge of Lissie’s advert has been edited so the image fades out at the
sides, thus evoking an ethereal, dream-like affect which reinforces the
typical stylistic conventions of the indie genre. I’ve developed this
stylistic convention by layering an image of a coffee-stained piece of
paper underneath the photo of my artist on Photoshop; I then changed
the opacity of the image so that it’s visible under the photo. This adds
an authentic, vintage and slightly rustic vibe to the advert, which
reinforces the representation of the indie genre.

38. Ancillary products comparison
The text "Lissie" is in the same serif style typography as seen on her album
which makes it recognisable to her target audience; the handwritten style
portrays an authentic, artistic edge which follows the typical conventions of
the indie genre. The name of her album, Catching a Tiger is in italics The
other text displaying the date and location of the artist’s performance is
larger, bolder and in a san serif style, which makes it easy to read and
ensures it stands out at the target audience, as it’s important information.
The text on my advert is in a san serif style which evokes a feminine vibe,
the font of the artist’s name is in green which carries connotations of nature,
while it also compliments the colours of the leaves in the image. The font
displaying the name of the album is in a pale pink colour as it works well
with the colour of the artist’s skirt, however the varying colours featured
within my advert contrasts with the use of black font in Lissie’s advert.

39. CD Digipak:
Firstly Lissie’s CD digipak only has four panels whereas mine has six panels.
The photos on both of the digipaks are quite similar; both album covers
feature a close up of the artist with a rural setting in the background. The
canted angle mid shot of Lissie on the third panel conveys a fun, free spirit
as it appears as if the photo has been taken in the moment – it doesn’t seem
too posed or artificial, which is the problem for so many album covers. The
centre back panel of my digipak is a mid shot which displays my artist in a
similar pose to Lissie’s, however the shot has my artist’s guitar in the
foreground, thus displaying authenticity as it suggests my artist has the
ability to play a musical instrument. This is an important aspect which
Lissie’s digipak lacks. Lissie’s back panel features the track list with a photo
of a rural landscape as the background, however the artist isn’t included in
the image, this might be because Lissie is already an established artist so she
doesn’t need the images to be self-focused. This contrasts with my digipak
as my artist features in all of the images, so that the target audience
recognises her and can connect with her. The styles of typography on both of
the digipaks is identical to the ones used on the advert, thus creating
continuity within the promotional package and ensuring both artists establish
a recognisable style.

40. Distribution company
I have had a discussion with my artist and we have decided that the
company to produce and distribute my artist’s single, Against The Wind
with my accompanying promotional music video, would be Universal
Island Records as they distribute other indie pop artists, such as, Florence
and The Machine, Ben Howard, Bombay Bicycle Club, Mumford and
Sons, Gotye and Jack Johnson.
Universal Island Records was founded in Jamaica by Chris Blackwell, it
was based in the UK for a few years before being bought by the
Universal Music Group. The record label operates as a standalone label
in the UK, known as Island Records Group. The label distributes many
different music genres, including, Rock, Pop, Hip Hop, and Indie.
Although the label is mostly known for distributing Rock and Pop music,
the Indie pop artists whose style I’ve tried to emulate within my music
video are signed to this label, e.g. Ben Howard.