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

Our convention in our music video was narrative, which is common when it concerns music videos. The story lines will either relate to the music (Lyrics) or it doesn't.

With the music video, I wanted to ensure that the story line related to the lyrics for the song. Our narrative concept was of a couple who were thought to be in love but other than themselves, no one seemed to accept nor approve of the relationship. This was a easy scenario to make a video for and come up with a video that would relate to the lyrics.
A good example in my music video is 'Ain't nobody's business' as the couple walk through the hallway, they receive screws and dirty look from people who are watching and they ignore the stares and continue walking and talking.

Our video used theorist Andrew Goodwin's 'Dancing in the Distraction Factory' as a contributor for our because it talks about narrative, band performance and that sometimes they are a mixture of two, sometimes even all the categories within music videos.

During the research stage of creating the music video, I thought it would be a good idea to look into previous music videos who have had narrative concepts. Whilst analysing these videos, e.g. Beyonce's 'Run The World', I found examples of typical conventions in which I could apply to my music video; this convention being the link between the lyrics and visuals.

Due to our video being RnB based, the conventions were narrative and were linked to the lyrics and the video. This included fast cuts, the different camera effects and had typical lifestyle settings, e.g. college, restaurant, library, etc.
Within our video, we tried to add a range of special effects and had influence from 'Sledgehammer' by Peter Gabriel. This was done because we felt that it would interest our audience because they said they liked SFX special effects within their music videos, but due to our video being RnB/Pop based we ensured that there wasn't too much effects to ruin the concept of the video.
Doing this I felt that it allowed  our audience to stay intact and engaged with our video because the 80s/90s is said to have made some of the best straight to the point music videos, so I personally felt we accomplished that.

I personally looked at previous Rihanna album covers, e.g. the Loud album, which in many cases had influence on our digipak because due to our artist representation being Rihanna, I felt that the digipak needed to be based off her or it wouldn't really be targeted at the correct target audience. Therefore I ensured that my digipak have a love based feel to it but it also had the style in which Rihanna has, but I also had to bare in mind that Chris Brown had to influence the product also, but due to both these artist having a bad boy/bad girl image in the media it was more easier to represent both parties. I then added a Compton, Los Angeles based background because across the world that part of LA is known to be drug, violence and gang related; this wasn't saying that the artist were law breaking people but it represented that bad image in which they portray.

Therefore due to the artist representation, I ensured that the final product of my groups digipak would represent both parties as good as possible, but also have our own influences, e.g. the two kids in love, which doesn't have any of the artists, but instead represents the love that is there.



Although we took quite a few influences, I felt that our music video was unique because even though we had special effects and quite a few camera edits, we still stuck to the concept and the audience still understood the point of the video rather than getting lost in all the effects.