Evaluation 1: In what ways does your media products use, develop or challenge forms or conventions of real media products

CONVENTIONS FOLLOWED IN OUR MUSIC VIDEO

This is a video by the British RnB artist Rita Ora featuring Tinie Tempa. This video inspired our group when making our music video as this particular artist is in the same genre as our artist so we thought we could use some ideas represented in this video. Like Rita Ora our artist has used bright red lipstick throughout the video which works as synergy. Also our music video was set in urban locations. In the R.I.P video by Rita Ora she uses car park for her video. The locations used in our video followed the conventions of a RnB video as our video used locations which had things such as graffiti walls in the background, we also used city locations such as markets and stalls. These are usually aspects that are included in RnB videos.

High Angle Shot of Carina - Mulvey's Thoery

Carina Moves Around While The Camera Pans Down Her Body - Mulvey's Thoery

After looking back at our video I have found that we followed many of the conventions that Carol Vernaliss point out in her theory. We have obvious edits such as the special effect on the rose, we also have used a base tracks for our three locations. Also when the pace of the song increase so does the camera work, for example when it comes up to the chorus of the song and our artist slaps the camera causing it to spin. We also followed the conventions of Mulvey's theory as there are shots that are suited to a male viewer. For example when the camera pans up and down Carina's body while she moves around. She is also made to look submissive and at times vulnerable due to the use of high angle shots.

In terms of Goodwin's theory we didn't follow all his points, for example Goodwin stated that pop videos often act out a story where the artists plays narrator and character and we did not do this in our video. Our video would fall into the category of disjuncture as it does not really act out what the lyrics of the song explain. However we did follow some of his conventions as Carina looks into the camera a lot and there is repetition of locations throughout.

Along with red lipstick we also used a rose as our synergy product. This idea came from the 'Broken-Hearted Girl' video by Beyonce. The rose is featured throughout our music video and we have shots where our artist (Carina) is picking off petals which is also done in Beyonce's video. In the Broken-Hearted Girl video Beyonce has parts of the video that our rewinded to make a special effect. We also used this technique at the end of our video to put the rose back into the wall. In this particular video by Beyonce there are parts of the video which are black and white and also parts which are filmed in colour. We have used this technique in our video too as the start of our video is in black and white and then it comes into colour as the song begins to play.

Here is a video which points our the specific points in our video where conventions are followed.

CONVENTIONS FOLLOWED IN OUR ANCILLARY PRODUCTS

Before making my album cover and advert I researched other artists similar to Karma. When making my advert I placed the main picture to one side and had the text placed around it. I found that when researching album adverts this was often the set up for landscape adverts as if the picture is placed in the middle of advert the text often being over the artist's face. I also made sure that the artist's name was the biggest texts out of all other writing on the advert. My advert also stays to the colour scheme red,white and black.

Quotes from newspapers and magazines are usually put onto adverts which is what I have done with my advert. I have also added a quote from a celebrity as that could promote the artist even more and bring in fans from a different artist. In my research I found that this technique is sometimes used for new and less established artists. Carina looks the same in both pictures used in the advert and album cover so she would be easy to identify from her advert and therefore fans would know what to look for when going to buy her album.

Also with the back of my album, I have stuck to the conventions of having all the correct logos for example the record company's logo. Also when looking at other artists tracklist the usual number is just under 10 but not usually over 10 songs so I made sure there were only 10 songs listed on the album.

For my album cover I used a close up picture just like the artist Dionne Bromfield. This picture is suitable as the artist is looking straight into the camera, which means that when you look at the picture it feels like the artist is looking at you. This means that it is easy for the artist to connect with their fans., this is important as our artist would be an upcoming artist so they would not be that known and they would want fans to become familar with their face. Carina's face is on all ancillary products as she would not be an established artist yet so this would be a way of getting her face and music recognised. Also the artist name is the biggest font on the cover, followed  by the album name.