evaluation 1 -

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

We researched into the pop/electronic genre and found numerous artists such as Kesha, Lady gaga and Katy Perry. There style of work whether it was official music videos, advert, digi-packs etc. to help sell the artist they had common themes; they used fast paced editing, mostly montage, lots of colour in costumes/makeup and locations. these types of things I tried to incorporate into our project to follow codes & conventions and the typical iconography of our chosen genre.

In our music video we used people of different genders and sexual orientations. from th start we like the idea of using makeup and the impact it can have. by using cis-gender male volunteers and letting them wear makeup we are rejecting stereotypes. the message in our video was an intimate, emotional message that we are all human, we should all have the freedom to express ourselves however we want. and by using makeup it meant that any of our characters could be themselves regardless of norms. artists such as lady gaga follow a similar regime to set out a positive message about expression and the self. her music video 'applause' features men and women with and without makeup. Additionally we used lighting of different colors which followed the convention found in pop music videos of the use of lots of colour. we knew that having a straight forward filming technique would need the addition of effective lighting to make more of a impact during our music video. this use of lighting is also similar to Kesha's music video 'Praying' which i analysed
as she uses lots of low-key and high-key lighting to create her mesmerizing, colour packed video with a very strong message.

Generally our music video doesn't follow the general pop music video as its structure is quite simple, it doesn't have a story like narrative and its not a discombobulated video that makes no sense. it is a video that reflects different parts of our main artist 'Betty'. it isn't technically similar to Florence and the machines rabbit heart as it is in one location with a handful of people and with no clear story however in our mind this was a chance to create something different that had a different message and was very positive and deep. in the music videos we researched we saw that the camera techniques were definitely centered around the main artist, there was lots of medium and close ups in the videos which we did try to reciprocate in our feature. this is for many reasons, mainly being to keep up with the artists brand so whoever is watching is constantly reminded of the main focus, the money maker by the end of it.