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

My media product uses, develop and challenge forms and conventions of real media product in many ways. Because our music is an electro/house genre we had to be very careful with how made our music video. Our music video contained different features from the editing techniques, customs, and use of colours, dancers, locations and performance. We use all these different aspects through the help of our research we did, with the help of research we were able to gather what other electro/house music videos used to get what they wanted. Firstly we understood the concept of the other music videos, we found the most of the electro/house video used a lot of fast paste editing so based on that we did the same for our video, this was a good touch because what this did was it made our music flow well with the editing as they were both at fast paste and the editing cut to the beat of the song.


The customs/outfits for the dancers we used was short and quite revealing outfits for the female performers, the reason for this because other electro/house music videos have some sort of similar concepts, in a music video for this particular genre females are most of the time portrayed as being sexual. For the male performers we tried to dress them as funky as possible, we had male dancers wearing bright colourful outfits which would bring out the joyfulness and happiness of the music.


For location we had different options we could have done but at the end we decided to use different location all over London from East London, Essex, Central London, Havering etc, this technique was used in the music video of Nickelback - Rockstar. Film in different location gave the music video a feel of that the music is everywhere. Even though most of other real music video has other idea how to use location we decided to use a different approach.


Lighting played a key role in our music video, lighting was very important simply because the lighting effect which we wanted for our music had to be bright, the reason for this purely because we wanted our target audience to feel comfortable watching the video. If we had used dark colours then it wouldn’t have had a good flow to with the use of fast paste editing.


So overall I believe that our media product use, develop and challenge forms and conventions of real media product because our music video present most concepts that other electro/house music video have at this time and moment.