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

2. Mise en scene
I chose to set my music video around the idea of an apocalypse. This meant both costume
and most importantly colour had to be dark and gloomy throughout. My inspiration for this
look came when I was watching the film “The Road” it has many lonely shots and I wanted
to recreate that feeling of a kind of beauty in the desolation. The weather is a key element
in this look, the grey skies really help to enforce the feeling of loneliness and depression. I
wanted a melancholy feeling in the music video and with a sunny sky and the actors body
language smiling it would’ve been too much, for the beginning at least. Colour correction
was also used to darken the blacks and remove the whites to create a gloomier feel. A
vignette was added in post-production the create a up close and personal feeling getting
the audience involved with the characters loneliness.

3. Costume
The costume for the lead actor was very dark and gloomy which helped convey the
message for the rest of the music video. When the woman comes in later her clothes are
slightly brighter giving a sense of hope. The costume also matches the melancholy attitude
of the music, in a sense, with it being very dull and plain. “The Road” is a fine example of
costumes shown to show someone's situation from a narrative standpoint and it was a
basis for my music videos costume.

4. Props
The only prop I used in the music video was a guitar. This was used as a narrative element
to show to hope in the apocalypse. The actor knew how to play guitar so it makes it more
authentic and it being the only prop helps to emphasise the loneliness and abandonment
feelings I was going for.

5. Camera Techniques
Throughout the video no tripods were used because the free handed shakiness helped
create a nice effect. I also used some focus in and out shots to give the impression the man
was focusing his eyes in a POV shot and just as a nice transition. Establishing shots of just
the man walking create a nice nuance for the video the be in. This is of depression and
loneliness the key elements I wanted to push across.

6. Editing Techniques
The cut pace in the video is very slow this is only for the reason that the song is a slower
paced song. I wanted it to match the song because it gives a massive feeling of a dream and
being reflective. In post-production I added colour correction which helped cement in the
gloomy look of the video. I was lucky the sky was grey on the day because this also helped
with the colour correction. A vignette was added to make the audience feel closer to the
character and also push across that loneliness and desperation.

7. Narrative
The narrative of the music video is about a man travelling alone looking for an answer. He
searches a lot in the video and the fact he is in woodland enforces a feeling of him being
lost. We see the shrubs, trees and puddles add to the gloomy feeling of the video. He
travels around his world and finds a girl which shows you there is hope in the apocalypse.
He then wakes up after kissing her so the audience are left with an enigma. Was this all a
dream or has he just woken up with her next to him. This enforces the dream-like quality of
the video and depressive nature of the song and action on the screen.
Most music videos will have a story, some more developed than others. But there are
points in media where bands just have themselves performing and use that as a music
video. It has come to the point in this day and age that bands spend a lot of money and
time on their videos. This expands the possibility for more just narrative lead music videos.

8. Performance
Lip syncing and a story driven plot are used in the music video. There are not as many shots
of lip syncing as I would like though and a bit more would help it stay further in line with
the connotations of a music video. There are two types of lip syncing in music videos: one is
where the actor addresses the camera and we are taken out the story and the other is
where it is part of the action. Mine is the second.

9. Acting
The acting in the music video had to be convincing to push across the loneliness and
desperation of the man. Also when the woman arrives we need to see the happiness and
hope in each of their faces. It helped a lot both the actors were drama students.
In music videos most bands will play a part
but some do just perform in them. For
example in this music video “Why do you
only call me when you’re high?” Alex Turner
acts like a drunk man. Interestingly though
the band who made the song I am using
(JAMES) always play characters in their music
videos.

10. Representation
I wanted to keep my music video as close to the bands others without being samey. This is
so it would be easily recognisable and the audience would feel at home with the video. The
videos they have are serious and not very cheerful.

11. Target Audience
Because the band are of the Alternate Rock genre their audience come in the age range of
late teens to forties. The band formed in the 80s and that has had a massive impact on their
audience. The actors are in their teens as well and this would hopefully bring a younger
audience in. I tailored my music video to fit a large age range of audience because the
serious plot will make the older ones think more creatively than early teens could. This
basically puts a restriction on younger audiences coming to the video.

12. Digipak Design
The main features of a digipak include:
Cover Artwork - This is usually the bands identity and something the audience will be able
to relate to when thinking of the band. It also can be very abstract and artistic allowing
artists to have fun with and really make a memorable cover.
Inside Artwork - Shows various pictures of the band and can have lyrics or just photos
relating to the art style of the digipak.
Information - Some digipaks include a leaflet or information. This could be all of the albums
song lyrics, interesting information about the band and more photos. Copyright information
is also displayed on the back to let everyone know who owns the rights to the ablum.

13. My Digipak Design
I chose to use a four panel design for my digipak. The photos featured on my digipak are
straight from the music video so it already ties the two products in with each other making
a comfortable surrounding for the audience.
I have included the track list of all
the songs on the album, record
label logo and copyright
information. A barcode is also
featured giving the digipak a more
professional finish and strongly
supporting the conventions of a
digipak.
The fonts I used on the digipak I
downloaded from Dafont.com this
was my main source for any text
related graphics I needed.

14. Website inspiration
The main inspiration for my website design is the Arctic Monekys website. It is very slick
and easy to read. Everything is right infront of you and the latest news and media is always
displayed first on the Homepage. You can never get lost on the website and its direct style
helps the audience navigate. The website is also in the art style of the band which is the
main link I have between mine and this website. I strived to link all 3 of my products so they
would work in synergy to promote the bands latest album and the band itself.

15. Website – Homepage
On my website home page I had a short
welcome message and then went straight
to the dates when JAMES was touring. This
was because they had a tour at the time
and that would be the most notable news.
I also show their most recent images and
give a hint to follow them on flickr a good
social media website for sharing photos.

16. Website – Homepage
Below I show the music video and all the
social media links you would expect to see.
A spotify app link is also used here to play
the bands music while you browse the
site. An advert for the new album whose
picture I used from my digipak is also
there.

17. Website – Media Page
The media page shows all the bands
pictures and the music video I made which
is great advertising for the band. The social
media links are also below so the audience
is always reminded to stay in contact.

18. Website – About Page
This is the about page where I talk about when the band were first formed and some things
that have happened in their lifespan. This includes their reforming and how many albums
sold worldwide.

19. Website – Contact Us Page
On the contact us is the final time I show the social media links which are used to keep in
contact with the band. I also link their official forums so fans and people interested in
JAMES can join in the discussion.

20. Website – Header
The website header keeps with the constant art style of the music video and digipak. It is
also very easy to navigate and doesn't render anyone confused.