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

Use

Through a vast amount of research we were able to detirmine the 'look' and style of artists in our genre. The style was simple and had simple colours - black, blue, red etc. and we asked our performers to wear these colours in our video.

We used the conventions of existing conventions of the alternative rock genre in our use of urban scenery in our music video. We also used the 'colour tint' effect on FinalCut to create the imagery that is most associated with our genre. It is a successful way of conveying a sense of scorn for modern urban life, something that is hinted at in the theme of our song choice and the theme that runs through our collective media product.

A successful way we used the conventions of our genre was through the use of handheld cinematography. This created a really dynamic effect and created excitement and movement in the video, which is less successful in music videos and films that use static cameras on tripods without movement. It also helped to reinforce the jauntiness of the beat in our song choice, that would not have been achieved by the smooth movements that are attained from static camera angles and movements.

Another simple way of using the forms and conventions was including legal jargon on our digipack, and including the name of track, artist, record label and release date at the start and end of our music video.