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

Challenge
I think the use of green screen was a really innovative way of challenging our genre, as it is not used prominently throughout the genre. I did find one way of it being used here. We used a similar effect in our video, to have the band performing over an urban backdrop.


To create the sense of a 'battle' going on between the band, we replaced the green screen with a different colour for each band member. I also cut between the band members singing different parts of the chorus to create a sense of frenzy that is not really portrayed in many videos in our genre.


Another way we challenged the conventions in our ancillary tasks was the way we laced the meaning of album title through both the digipack cover and magazine advert. The title 'What Happened to Hardcore?' is depicted through the absense of light in our magazine advert. The world is much darker without 'true' hardcore, but with the release of our album a bit of colour is seeping through. There are no people in our advert, which is a striking image as it suggests, like our album title implies, that hardcore has been abandoned.


The setting of our music video is quite bold. The track 'Fake Tales of San Francisco' sounds raw and earthy and we shot the video in a forest to highlight this. The lyrics imply a sense escape which is also highlighted by the setting - but the lead singer cannot escape this as he is constantly followed by fake people in masks.