Group 28: Evaluation Of Finished Production Work

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

One of the main videos i and my group were influenced by majorly is the Wilhelm Scream by James Blake. The video has helped both i and my group sufficiently as it has played a huge part in the production of our music video. We as a group at first decided to use the Wilhelm Scream as our music track for our coursework, we were drawn into using this track as we found that this song track was not familiar with a lot of our class mate, we believed that this will allow us to produce and present something quite unique and different. Eventually after much consideration we as a group decided to use this video with the essence of it being simple, however decided to challenge it by adding our own twist. The twist we included was instead of using the original version we decided to use the remix version.

Below is the url of the remix version of The Wilhelm Scream the version we used for our music video.

JAMES BLAKE - The Wilhelm Scream (R/D Remix) FREE DOWNLOAD by R/D

Above is a mini video about the conventions of a music video and digipak.

We decided to produce a music video which introduces new meaning that do not conflict with the lyrics but adds layer of meaning. Something Andrew Goodwin would Classify as following the amplification conventional route of music videos.

The main points of Vernallis ideas on editing and camerawork in music video is that edits in music video come much more frequently than in film and that many of them stand out as disjuncture (Where there is little connection between the videos visuals and the lyrics) This is something that both i and my group tried to replicate however have also challenged. In our video there is the frequent text of time, visual letting the audience know what happens at each interval, this would be known as continuity. We have also tried to replicate Vernallis point where it is quite usual for the camera to move in time with the music in music video as a form of a master shot. We have done this by including scenes of a party when the chorus/ up beat part of the song plays.

We have also in our video incorporated the use of costume change and scene change, this challenges the continuity theory where every item in the video is meant to be visual throughout the video, for example the use of the same background scene.

I personally believe that i have followed a majority of the points listed in the mini video above about the conventions of digipaks and music video; below is a screen grab of my digipak which i believe follows the convention of having a clear visual image, use of colour and font.

Another music video that influenced both i and my group members is Rihanna's music video 'We Found Love, featuring Calvin Harris' It is the editing and visual style aspect of this music video that influenced us as a group such as the up beat tempo of the video and its party and intimacy scenes.

Here are screen shots from both videos side by side - showing how we embedded intertextuality from the Rihanna video into our work.

From Rihanna's video we also incorporated the use of drugs below are screen shots of drugs being used in Rihanna's video and ours

Above are still shots from Rihanna's music video "We Found Love" video and our "Fallin'" video. In our video we attempted to create the intimacy between the two main protagonists with a sensual embrace.

Here you can see how we as a group tried to replicate the party scene from Rihanna's video as we believed this would perfectly fit the upbeat motif of our video.

Another motif that we as a group used in our music video is the use of Japanese writing something that is frequently visual in Mark Ronson Bike son. I have also incorporated the use of Japanese writing in my Digipak and Advert.

Here you can see that the above text in Japanese which is visual in both my digipak and advert. In my Ancillary print products i have decided to use a continuity scenery of images based around Canary Wharf and Ayo our artist.

Similar to Rihanna's video we as a group used the party scene from Taio Cruz music video Hangover and Sean Paul 'Got To Luv U, where women are highly portrayed in a sexual manner, we have tried our best top replicate this in our video, Theorist Laura Maulvey would classify this as using the typical convention of music videos.

Below are screen shots from both Sean Paul's and Taio Crus video of what Maulvey would call portraying women in a negative way as being sexually arousing, and below that is a screen shot from our video representing the above.