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

1. A shot that shows a link between lyrics and/or music and visuals:

This shot shows the artist as he halts a black taxi cab in order to escape his pursuers. The headlights of the taxi as they appear reflect the lyrics of the song as they say If I see a light flashing. The same effect can be seen in photo number 6 as the same line is repeated but this time slow motion and motion blur was implemented in the editing in order to give the lights a blurring effect and linger on the screen for a longer period of time.

2. A shot that typifies the way a record company would want their artist to be represented:

Shot number two is a good example of how our record label would like our artist Roman Caine to be portrayed. He is in an urban environment and wearing clothing associated with that of which our audience are likely to wear. The graffiti behind him also creates a familiar atmosphere for the audience who are most likely living in urban environments, similar to what is shown in the video. This connection that is developed with the audience would be advantageous as if the audience can relate and understand more they are more probable to purchase the album or track.

3. A shot that illustrates how your video uses music genre:

The third screenshot is a combination of a surreal world and lots of energy- this is exactly the effect we wanted to create in our video since the dance genre can be much like a trance or a trip into a strange world with the correct visuals. The characters in this shot create this surreal hyper-reality as they are wearing masks and chasing our artist on roller skates- a very unusual sight which wouldnt be seen outside of a music video like this. Also, a very common convention of dance music videos is high energy (usually contrasted with slow motion). Because of this we decided to base the entire idea of the music video on a chase scene so that there would be a lot of energy in the video to match that of the fast paced music.

4. A shot that shows an intertextual reference:

Intertextuality is a large convention amongst all music videos, let alone dance videos. We added a few references to other texts such as the Cookie Monster from Sesame Street but one that is more notable is the Guy Fawkes mask, worn by the skaters, from the 2005 film V for Vendetta. The main reason this was implemented into the video was to hide the identity of the skaters as well as reflect the fast paced action of the film and the mysterious nature of this character.

5. A shot that demonstrates your use of camera:For shot number 5 I took a screenshot of two different shots from our video; they are both using the same idea for a POV but from the subjects point of view rather than a person or character. They are taken from a low angle and both times the camera is the subject which the actor interacts this. We decided to use this idea as it gives a simple shot more movement and keeps the energy of the song moving. The same idea is used two more times in our video when we had the actor hold the camera and move it upwards so that a transition may take place which is interesting to watch.

6. A shot that demonstrates your use of lighting:

The lights in this shot, and also shot number 1, were edited in order to stand out more and look brighter by using Adobe after effects CS6 as well as added motion blur along with slow motion. This creates an effect as if you were intoxicated or dizzy which we decided to add since the lyrics read If I see a light flashing and light waving, and we wished to reflect this in the visuals. The lighting of these shots are mostly natural since street lights provide enough with the exception of shots with effects like these.

7. A shot that demonstrates your use of mise-en-scene:This shot is one of several from the same angle in different locations, most with graffiti as a backdrop. We purposefully chose locations with graffiti as it creates a vivid picture of locations and where this character lives or visits. This reveals more about the characters identity as well as the clothing he is wearing. In each shot he is by himself to emphasise that he is alone for now, adding to the plot and meaning of the song. Having a long-shot also creates a metaphor as it represents his solitude and how small he is in this surreal world. There is little focus in the shot- just the artist and the wall in the background, building on this idea of solitude. 8. Two shots which you feel demonstrate something which shows you have watched other music videos:

We have seen several time lapses in other dance videos we watched and thus decided to include one of our own into the music video. This one is at the very beginning of our video which is where they are most commonly placed- we also added one at the end of the video.

9. Two shots which you feel demonstrate something which shows you have watched other music videos:

This shot was inspired by ideas from other music videos as it looks quite surreal as our artist is being chased through a shopping centre running past skaters as the camera follows behind him. We liked the effect this shot gave as it lasts longer than the others in this sequence and uses slow motion as other music videos do to portray shots of high energy effectively.

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1. A shot that shows a link between lyrics and/or music and visuals:This shot is from a music video that is of the same genre as ours, as far as visuals go there are two males entering a house with guns, ready to shoot. This gives the viewer a feeling that they are aggressive and could switch (or shoot) at any moment. This is reflected in the genre of music as the song would be very bassy and the viewer/listener knows the song might drop at any moment and the big beat will come through. 2. A shot that typifies the was a record company would want their artist to be represented:This shot shows Justin Timberlake, it is clear here that the record company would want him to appear as suave and classy. Being as large an artist as him he most likely wanted this as well as he would have some say with the record company. The classiness is reflected in the lyrics of the song and the mise-en-scene of the video as he is on a big stage in bright lights and it all looks very expensive which some people would define as classy.3. A shot the illustrates how another video uses music genre:This shot would develop how the video uses music genre as it is very surreal(similar to our music video), it doesnt make much sense either to the viewer of the music video or to the bystander in the video, this is creating a sense of confusion within and reflected out of the video. The genre being reflected is dance and the man in the mask is dancing and it doesnt make sense, but the shot is kind of saying with the music that is playing it doesnt have to make sense just go with it. 4. A shot that shows an intertextual reference:This shot is from Nicky Romero Toulouse the intertextuality shown from these skaters is the guy Fawkes masks, as previously mentioned they were worn in the 2005 film V for vendetta the use of them is to create an enigma of identity. When chasing someone on rollerblades without a mask it would be easy to notice who is chasing you and also you can emotion on their face. With the masks it makes the chasers seem emotionless and expressionless which in my opinion is scarier and reflects the genre better.

5. A shot that demonstrates use of camera:Similar to our shot for this category this is a low angle(the camera has been put on the floor) canted shot, this is a great use of the camera as it is not just a framing of the characters but almost as though they come into frame due to their actions. Using this camera technique makes the viewer understand what is going on more as they are in the eye line of the character being held to the ground.6. A shot that demonstrates use of lighting:Here is another shot from the Justin Timberlake video suite and tie as we can see he is in a crowded room full of people with just himself on the mic and there is a spot light on him. This is to show that he is the subject of the whole room. This effect can only be created through lighting there is no other way of making a subject in a room apart from using manual focus on a camera. It is clear that the producers of this music video have done this on purpose as he is the artist and should be shown as such.7. A shot that demonstrates use of mise-en-scene:In this shot we can see a subject in a car, but a strange effect is created as the subject has a mask on, it is a very rare occurrence to see someone driving a car with a mask on and the producers would have done this with intent because viewers would think the same. The mise-en-scene here is also reflective of the music as this point the word crazy comes to mind as this is the part in the song where the bass has dropped, so the visuals must be reflective or as crazy as the music. 8. Two shots which you feel demonstrate something which shows you have watched other music videos:

This shot is a still from the music video for Duke Dumonts Wont Look Back. This video inspired the overall idea of the video- for example the concept of a chase scene as well as masks being worn. There are three men with masks on pogo sticks outrunning a policeman on a Segway; we found this to be a very grasping and original idea which inspired us to film a chase scene with something equally as gripping (the roller skates). This dance music video uses these ideas effectively as the high energy of those on pogo sticks is contrasted with the slow policeman and also slow motion while the music is very energetic. 9. Two shots which you feel demonstrate something which shows you have watched other music videos:This shot is taken from the music video for David Guettas Titanium. We looked at this dance video where a boy rides a bike to high energy music and editing. This and other bike chases we watched led us to use several shots in our video with one of the pursuers on a bicycle, seen in the various chase scenes. The fast speed coincides with the fast paced music and fit in perfectly with the theme and idea of our music video.

This photo (on the left) was very influential to our Digipack. The effect created here was something we were keen to use to our advantage. With Cheyenne in the group being the most skilled at Photoshop he envisioned what he wanted things to look like with reference to our situation (what we could actually do/no crazy ideas). The top right photo on the panels of our own Digipack shares the same values as this poster from yung lean it has a cartoony looking overlay which we thought was a great effect. We had to balance this effect with the codes and conventions of the genres albums. There can be no better album to represent the genre than the album which contains our song Im not alone. This album, cover (on the right) also has the same sort of cartoony effect with a white outline, we were inspired by these two and blended a mixture of these two photos to create our Digipack front cover, whilst being careful not to replicate the idea. Our original ideas for the Digipack were very different in which there was an 8-bit retro theme throughout and before that we had the idea of making cookies a theme since the Cookie Monster from Sesame Street was featured in our video. We scrapped these ideas as they did not match the genre very well and had far too much detail. After reviewing several other album covers we decided we needed a much more simple idea which is having the artist as the main feature. We built upon this by adding paint splashes as a theme to represent graffiti. BodyRockRecords