Evaluation Question 1

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

We chose to create a music video for Two Door Cinema Club's 'Undercover Martyn' as we enjoy this style of music genre as well as other specific features such as the fashion wear which comes along with the genre and wanted to re-create this theme. Me and group partner Christian both enjoy this music and wanted to be able to create a video with both live performance and a narrative with it so that we could attempt to tell a small story. The genre of music 'Indie Rock' is becoming more and more popular and is beginning to get larger audiences with bands such as 'The 1975' breaking onto the music scene successfully in recent years, so this is why we wanted to use the same genre and use 'The 1975' as an inspiration for ideas for our own music video. After analysing other music videos including my favourite 'Robbers- The 1975' I began to get ideas of exactly I wanted for my own music video, and what I should include into my own using specifics from existing videos. To help gain a better image for our band that we created, I analysed existing digipaks for our genre of music and this helped to create our band from the style of fashion which they wear to the personalities which each member has. Other than the fact that our band was indie rock genre due to the song that we had chosen, what we dressed like for the video was in my opinion one of the most important factors that was involved so that the music video was believable and really created the bands image, giving the audience the information to be able to know what the bands genre is. We chose our costume after looking at 'Two Door Cinema Club' and 'The 1975' and decided that our band would wear indie fashion such as skinny jeans, undone shirts, Dr. Martens and darker colours in general which helped us to reach our target audience of a more youthful age. Once our band had been created, we began to look into theories of music videos and came across Goodwin's Theory. We applied this into our work using the 'music with visuals' and used this with our lead singer miming the lyrics to the song, other band members playing instruments that go in time with the song and also using shots which actually related to the lyrics of the song such as 'To the basement people' and then showing a shot of a window with writing on saying 'basement people' or when the song says 'she spoke words that would melt in your hands' and then I added a shot in time with this of the lead singer and his girlfriend holding hands. Due to the song being quite fast paced, I had to make sure that the editing which went along with the music was fast and went in time with the beats of the song, further adding to the use of Goodwin's Theory. I ensured that there were close ups of the band, especially of the lead singer for the purpose of Goodwin's theory so that it would help to bring an attraction to a female audience which we wanted our band to reach. Through this I believe that we have slightly challenged the 'Indie Rock' music genre as we have applied Goodwin's theory throughout the video and using every aspect which an 'Indie Rock' band doesn't always do, but due to being a new and upcoming band, we felt that this would be necessary for our music video to do this as it helps attract an audience to a new bands video.