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

My media product uses conventions of real music videos through similar effects and techniques. I initially analysed Katy B's 'Louder' video by recording notes and planning my own ideas for my own set of filming so that I could use similar concepts from her video such as, using a lot of narrative scenes, having the filming quite basic with little editing enhancement  and by using similar framing and compositions.

From these ideas I began planning and researching so that I could develop the conventions used in the original Katy B – Louder music video to make it my own. I looked in more detail at my artist herself, and at the Rinse record label and its pirate radio history.

I concluded that 'youth culture' is a theme very apparent throughout my artists work, the record label's history and similar artists signed to the label. From the original video I took the idea of using narrative footage to connote the personality of my model ‘Katy B’ with her friends. I did this by filming my model and extras in a relaxed environment and doing things that would highlight this. This can be seen in my video where my model is seen to be in a shopping trolley pushed by her friend, where they are laughing and it is seen as a rebellious thing to do, which is like my artists personality and character. I also channelled this into the studio  and outdoor scenes to focus my models personality with lip syncing to camera. With the studio footage I focused on appealing to my audience through editing of these scenes, which I found was a key factor after completing my audience research. I have used alternative editing techniques such as overlapping footage in the instrumental parts of the audio and altering the colour palette controls.

I have challenge forms and conventions of real media products in my own media product by adding my own style and ideas. I have reinterpreted the original ‘Louder’ music video and added studio footage and more lip syncing and editing effects and techniques to make the video of a higher quality and standard. I have focused on using different camera angles in a sequence of my model lip syncing. This proved a successful effect with I felt added character to my video. I have focused on the lyrics and combined footage that links the lyrics of the audio to the visual to engage my audience through the use of mise-en-scene.  I have used various different crops and compositions in my framing, I have filmed in different locations and I have used colour footage for the lip syncing and black and white footage for the narrative parts of my filming.

Overall I feel that my media production has used ideas from the original real media product and has developed upon this and in some cases challenged it. I am pleased how my media product appeals to my target audience through  the low budget filming and locations used that my audience can relate to. I have used concepts and ideas that make the ‘dance’ genre apparent in my filming through the dance footage, the body language and movement of my model and the overall atmosphere and personality put across in my music video.