Evaluation Question 1

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

2. Music video

3. Indie music videos
The conventions of indie music videos often rely on the narrative, which are
heavily based around either a live performance or a story. Through this
narrative technique, audiences can give full attention to the video, and are
also given room for creativity with their own imagination, and therefore
appeal to everyone not just those who listen to indie music.

4. In this genre of music videos, the most common shots are close ups or extreme
close ups. These enable the artist to introduce themselves to the audience. Often,
it is done to convey emotion, clearly evident in the majority of indie music through
the song lyrics. Full length shots are also common in indie music videos, as they set
up the general understanding of the video.

5. I have found that indie music videos have a straight linear narrative, finishing with
a closed ending with no confusion or ambiguity, meaning that the audience will
therefore feel satisfied with the ending. There are disadvantages to this style of
ending as opposed to open endings, as it prevents the audience from wanting
more and keeping an interest in the story, which could be detrimental to the artist
and their profit sales or number of fans, however, there are also disadvantages to
open ending, as some people may not feel satisfied by the end of the video.

6. The general outcome of my research into mise-en-scene in indie music videos
found two main styles of mise-en-scene, one being simplistic in clothing and
makeup, using little to no props, neat and simple titles and fonts and bright and
clean lighting. The other style of music video used also used natural makeup and
clothing, having a ‘boho’ style, but with props such guitars or other instruments,
lighting done in a ‘vintage’ style, with the fonts and titles following through with
this by using a handwritten typeface.

7. As well as this, I found that indie music videos often use the setting of the woods
or a beach.

8. The majority of music videos are edited on the beat and
have a pace to them that will keep the audience
interested in the video, and use some kinds of effects, for
example, within transitioning between two shots, or the
overall lighting and colouring of the video.

9. In terms of narrative structure, my music video challenges indie genre
conventions. This is because it involves no real narrative with a chain of events
because it is a Point of View video from the perspective of the person behind
the camera. However, like conventional indie genre music videos, the Point of
View narrative also leaves space for imagination and allows the audience to be
fully emerged in the unfolding of the events. The Point of View style of filming
also gives a sense of intimacy and connection to the video, with the model
smiling and looking directly into the camera, giving a sense of relatability.

10. This technique of directly looking
into the camera is uncommon in
indie music videos, however the
theme of intimacy and romance is
frequent in indie acoustic/singer
songwriter music videos. The
decision to film my video in this
style was influenced by other
artists from a wide spectrum of
the indie genre, with my main
influence coming from the music
video, ‘Ultraviolence’, by Lana Del
Rey. Although this technique isn’t
the most favoured in the indie
genre industry, I decided to film
this way because through my
research, I found that my
audience were not fans of
mainstream music, and all had
individual styles and preferences.
This is the main reason why I
decided to film a different style of
video to strengthen audience
appeal.

11. The camera shots in my music video definitely follows genre conventions. I
have used many close ups to show express emotion conveyed through the
lyrical interpretations. The overall theme of my music video is heavily focused
on emotion, so therefore using close ups is beneficial to my video, as well as
keeping in with the genre conventions.

12. I have also used more midshots than full length shots, as I have tried to continue
the sense of intimacy throughout the video. The first shot establishes the
location and the genre of the video. The setting of the woods help with the
establishing of the indie genre, which is reinforced through the warm, earthy
colours of the shot.

13. The narrative of my music video, there is no real ending, however, it could be
seen as a closed ending, because it leaves no confusion and ambiguity. Overall,
my video has a linear narrative, with no particular compression of time and
fragmentation. I decided to keep the narrative this way to keep the audience
interested in the story.

14. The mise-en-scene in my music video follows the conventions of indie music
videos. I decided to take the route of the simplistic and clean aesthetic. I did this
by using simple, white clothing, along with simple, very natural makeup. For me,
this look conveys the warm atmosphere I wanted in my music video which is also
one of the indie conventions. I also used natural light which reinforced the
natural, earthy aesthetic of the video.

15. This visual style was mainly influenced by Keaton Hensons’s ‘Flesh and Bone’ music
video, which used natural lighting and colours, as well as using the woods as a
location.

16. I also used the simplistic font and typeface to emphasise and not to
distract from the visuals of the video.

17. The setting of my music video was Mousehold Heath. By using the
woods as a location, I was able to really keep within the conventions
of an indie music video, and overall, this helped with all aspects of
filming and the visuals of the video itself. The colour of the video is
enhanced by the location. The use of warm, earthy colours of
browns, greens and yellows follow the indie genre conventions.

18. The editing of my music video also follows the indie music genre convention. My
music video cuts to the beat throughout the video, but keeps with the pace
expected from the song and genre. In my music video, I have used no transition
effects, however, I have edited the colour and lighting of the video – I have made
the shots brighter and clearer, and corrected the colour of the shots to have
warmer tones using the fast colour corrector, and adding orange tones

19. My music video could have different interpretations to different people. I have
tried to represent youth and the lifestyle that surrounds being young. After
analysing my audience research, I have found that the majority of listeners are
young, so to represent youth fitted with my music video. The theme of romance
and relationship in my video represents ideas about the curiosity of youth
within sexuality. It could also be said that the person behind the camera is
hidden and so a sense of mystery towards the gender.

20. Digipak and magazine advert
The conventions of these products are usually continuous
from the music video in the album, and employ a warm
atmosphere using colour and props. Often, they are
located outside in nature during the spring/summer, and
locations often include the beach, the woods, and a
field or are art pieces. They’re often have a minimalist
look and are not cluttered with text or additional
information. I have essentially followed these
conventions in terms of locations, style of font and
minimalistic look.

21. The codes and
conventions of indie
digipaks and
magazine adverts
follow through with
the same
conventions as the
music videos to
continue the sense
of brand identity
and representation.
I found that they
usually use close up
or medium shots.
This helps to
establish the setting
and the artist, as
well as the genre
and what the
audience can expect
from the
promotional
package.

22. These products usually have some sort of ambient quality that enhances the
mood. The lighting of the images are often bright and warm and have a summery
atmosphere.

23. However, I also found that many indie artists use artwork as part of their digipak or
magazine advert. Through this technique, they are able to attract an audience
who will be more likely to listen to and enjoy their music, as well as those who
appreiate art and what could further be implied. Artwork also creates an
association of the artist and the genre and unique style of music, which reaches a
niche community, separating the products from others on the shelf, clearly
stating that the album will include indie tracks.

24. Other mise-en-scene found in indie digipaks and magazine adverts is the style of
clothing and make up, which often aim for a simple look that does not detract
from the main artist or titles.

25. Fonts that are used in indie digipaks and magazine adverts either have a
handwritten, messy style, or use a clean, neat typeface, depending on the sub-
genre of indie.

26. For my digipak and magazine advert shots, I used the woods as the location, and
the composition mostly contains the sky as the background with a medium shot
of the model. Most shots are medium, half shots of the model, with other shots
being simply of her hands, and all shots use the sky as a background.
The angle at which I shot the photos was from a low shot, influenced by Noah and
he Whale’s ‘First Days of Spring’ magazine advert.

27. This style introduces the minimalistic look of the products, which is further
enforced by the integration of text and image. I have used a handwritten
typeface, which follows indie genre conventions, and I have looked at the
composition as a whole in trying to decide where the font should be placed. The
digipak title and artist name is placed in the middle at the top, with a line
between the two to separate them and make it clearer for the audience. The
back panel of the digipak has the font lining the edge of a plant that goes through
the middle, halfway up the panel. By lining the font along the line I have created a
composition that looks clean and minimal. I have tried to keep this minimalistic
quality throughout the rest of the digipak and magazine advert.

28. The placement of the additional information has also been placed in a way that doesn’t distract
from the main focus. By using no other text on my digipak, I have continued this minimalist
aesthetic, which is carried through to the magazine advert. I have used the same typeface as
the digipak and also placed it in a similar place. However, I have lowered it to be more centred
and larger. I have also used no extra, unneeded information that would clutter the ad. By
enlarging the font and making it central, as well as having minimal text on it, it will attract more
people to the advert as the text is easy to read. looking at other indie products, I found that
magazine adverts use a different typeface for the additional information as to the one used for
the title. Through this, more attention can be brought to the title. However, it also makes the
additional information (of reviews, dates and website) stand out too, and both complement
each other.

29. The mise-en-scene of my music video also follows the indie genre. Looking at other
indie products, I have found that they use minimal style clothing, props and
lighting, which I have followed in my products, continuing from my music video.

30. The images I have used for these products
were taken with a Polaroid camera and
so reinforces the indie genre, as I have
found through research and feedback.
The Polaroid adds a vintage feel and
colouring to the image that a normal
camera would not be able to achieve.
Other artists who have used this style is
Taylor Swift, in her ‘1989’ cover, and I
think this niche technique attracts the
indie genre. Because I used a Polaroid,
the photographs were a bit
experimental and the results were
uncertain

31. I found that some of the photos came out a bit darker, however, in editing, I fixed
the colouring of the images and added purple tones. After taking my photos, I
found that half had light, blue tones, and the other half had a darker, purple tone.
I decided to use the light photos on the front cover panel, back panel and outside
panel, and to use the darker ones as the inside panels. In doing this, I have
challenged indie genre conventions as I haven’t continued the aesthetic of the
music video. However, the products also follow conventions as the use of the
Polaroid and other techniques have enforced this genre.