Evaluation 1 How does your media product use, develop or challenge

forms and conventions of real media products?

Whilst Gigi Hadid isnt the artist who
sings the song How deep is your love; a
song performed by Calvin Harris and the
Disciples
Production
Team
the by
This image
is taken
from the
songshe
MyisLove
focus
of
the
music
video.
This
is
very
Route 94 featuring Jess Glynne. This particular
for mainstream
videos
toand
sectioncommon
of the song
features themusic
lyrics My
love
feature
somebody
who
isnt
a
producer
my touch, Up above, playing with the one from
theimage
song.relates
This is to
also
down
the the
fact
mine. of
This
the
lyricstowith
that
recently
she
has
become
more
words My love which is displayed through the
popular
onembracing
social media
and
that My
the touch
man and
female
each
other.
singer
to
the
video
is
female.
However,
refers to the hugging. Also the deep house music
she is sexualised
bythe
thesong
producer,
style matches
this part of
with the deep
especially
in
this
shot
where
she the
holds
house associated to the deep affection
pair
her
hair
and
stares
longingly
into
the
feel. It also matches the obscurity of the heated
As stated in the image above, Gigi Hadid
filter and the contrast of colours.
is clearly sexualised in the Calvin Harris
video. However, due to the fact we have
A shot that typifies the way a
no females in our group we chose to use
record company would want
a male instead which also means he is
their artist to be represented
going to be represented differently to the
way that females are. The intention for
females is to be sexualised, her age
should also be considered when shooting
this video, she is currently 21 years old
so it is no surprise that she is sexualised.
However we use a younger male of 18.
We intended for Davids character to be
relatable. He works and this screenshot
shows that he is in a tightly joined
This image is taken from the point of the video where the music drops
friendship group. We intended for David
and all the boys in the video begin to nod their heads (almost) to the
to be shown as relatable to other
beat of the music. This is a shot that specifically links the music to the
teenagers, something which not many
visuals. The problem with this song was the fact that there wasnt many
professional videos address such as the
lyrics to lip sync. Also, the lyrics was very repetitive. However, our music
video with Gigi Hadid, it sets unrealistic
video does develop on typical house music conventions of using some
images for girls to aspire to be like.
form of dance or movement to the beat of the song.
Using David makes him more relatable
for the male audience around his age,
who are also the most frequent listeners
of house music. Gender, age and
ethnicity are all essential to the
construction of the character. However,
David does have differences to other
teenagers, most notably, he is working.
Most teenagers are seen to be partying
or drinking or doing drugs
(stereotypically.) Our representation of
David juxtaposes the traditional
representation of other artists; however,
we have constructed a character which
our target market are going to see as
more realistic rather than a group of
A Shot that shows a link
between lyrics and/or music
and visuals

A Shot that illustrates how your

video
uses
music
genre

A shot that
demonstrates
Our use of music genre is very restricted. In
terms of the stereotypical music genre
conventions including setting, clothing,
filters, and other media forms used to
construct the video. However this image
could arguably use music genre. House
music videos often focus on a significant
prop which aids the story and often plays a
big part in the video. For example in The
Right Song, there is a focus on office props,
namely the hoover which becomes the girls
dance partner. In Sigala Sweet Lovin they
are the roller blades which give off smoke. In
the actual They Dont Know video it is
alcohol and guns. This shows that there are
significant props involved in music videos.
Our video conforms to other house music
videos as our mask is a prop which drives
the story.

Taken again from the Route 94 video, this

clip clearly uses EDM/House music genre
traits. Firstly, it uses the concept of a
collective group. This is because of the
stereotypical notions attached to house
music, the idea of a music style that plays in
clubs and at parties, because of the high
correlation the genre shares with dancing.
The genre now features heavily at festivals
and makes sense for the audience to form
this assumption of the genre, hence it seeps
into videos, the expectation of the audience
is match in the video. Secondly there is the
use of a filter. The setting of the video is a
club, which includes dim lighting. So they
used a UV filter on the actors which also
The representation of somebody such as
connotes them having fun. It could be
Calvin Harris going to be greatly different
argued that the heat filter comes from their
to that of Davids because of place of
dancing suggesting that they are having fun.
origin, wealth, age and appearance, the
Other points include the fact there is a wide
beard vs no beard a sign of maturity and
shot on the people looking down on them.
adulthood.

an intertextual reference

This image comes from the song Whole Lotta

Lovin, a song by DJ Mustard and Travis Scott.
The song is an interesting variation of dance
music as it maintains the core essentials of
house music with the repetitive beat and the
drops in the tempo however it interesting
uses an American Rap Artist to sing the song.
The use of an autotune effect over Travis
Scotts voice creates a different however
familiar sound to dance music. In terms of
intertextuality, EDM music rarely uses it.
However, it appears that most EDM music
videos very cleverly use links to the Artists
actual performance. In this screenshot, here,
Travis Scott is blacked out like a shadow with
a red background. This is actually an
intertextual link to Travis Scotts live stage
performances, which become spread on
Social Media. For fans of Travis Scott it offers
a sense of familiarity towards his stage
shows. Also in the video, there is the images
of Travis Doll which also offers an
As stated in the paragraph above, intertextual
references feature very rarely in house music
simply because they are so focused on
performance and there is a lot of emphasis on
the crowd dancing to the artists song at a
festival. However, one thing we have noticed
which the actual group do is the use of the
logo before the song starts. The Disciples use
their fingerprint effect, so we used it to fit and
match the specific codes and conventions of
their music videos. It can be argued that we
have not developed greatly on intertextual
references however, this is simply the norm of
house music. The only real intertextual links
they use are from their own videos or live
performances, their intention is to create
A
something familiar for their specific audience.
shot that demonstrates your use
of camera

A shot that
demonstrates your
use of lighting

A shot that
demonstrates
your use of Mise
En Scene

This screenshot is taken from Dont You

Worry Child by Swedish House Mafia. This
displays the bands use of camera through a
wide shot. This was actual footage taken at
a festival that the band performed at in the
UK for the last time. This use of a wide shot
shows that they can reach a vast audience
easily and also
their
music is widely
This is the establishing
shotthat
time
lapse
liked.
It
also
matches
the
from our music video which leads intocodes
the and
house
music
clip of Davidconventions
on the train.ofWe
choose
thisthrough the
use
of
the
festival.
House
music, carries
clip because the fact there is a lot of people
stereotypical
expectations
to be shown at
involved in the
clip, a similar
concept to
festivals
and
parties.
It
also
creates impact
that of house music. However, our music
as at
this point
in the song
the music beat
video does not
develop
on typical
camera
drops
which
sees
the
audience
throwing
work that is seen in other house music

videos. They use their camera to show the

masses appreciating and dancing to their
music, as seen
in the image
above from
from This
the is what
This screenshot
is taken
Swedish House
Mafias
video.
Granted
you came for by Calvin Harris featuring
when the camera
filming
outside
Rihanna.isThe
camera
usesthen
lighting in this clip
the camera
uses
wideshots
however
they
to match the typical conventions of dance
tend to bemusic.
at festivals
when
they
Thereand
is the
lowinside
key lighting
are claustrophobic
showing
a
tightened
surrounding the box that she dances in. There
senseofofMise
community
enhances
the
In terms
En Scene
forof
our
video
we trywhich
is also
the and
use
beam
lighting
These
two
screenshots
are
our video
party
atmosphere.
On
the
other
hand,
it fromfrom
to keep to the constantly
codes and changes
conventions
of the
colours,
going
which
very
closely
adhere
to traditional
house
should
considered
that
some
ofThe
our idea
other
musicbe
videos
totomake
it
familiar.
Firstly,
purple
pink
to
green.
of love and
music
codes
and
conventions.
As
seen
in
camerawork
does
in
fact
do
so
with
the
we used the props
of earphones.
This
also colours. This the
positivity
is connoted
byisthese
image
there
is
thetocoloured
strobe
of camera
from
a
highSong
angle
looking
like shot
the image
from
Theabove
Right
where
screenshot
closely
adheres
the codes
and
lighting
effect.
We
too
have
chosen
to
use
down
on
David
as
Sam
gives
him
the
she wears headphones.
In terms
of costume
conventions
of house
music. The red lighting
strobe
lighting
as
we by
feel
it is
the
part of the
poster.
Weof
created
claustrophobia
using
we tried
again
to
stick
closely
codes
and
the
cube
also to
contrasts
with
the
beams
genre
which
makes
house
music
easily
a
slightly
high
angle
looking
down,
and
a
conventions but
also to
match
our story.
making
their
presence
more noticeable. The
identifiable
and
it also
conforms
to the
small
corridor.
Ourcoat
camerawork
bothof
David
wears
a formal
over
the
top
his
stereotypical
features
of
house
music.
We
conforms
and
develops
on
codes
and
shirt which he wore in the previous scenes. It
felt
it added
dramatic
does appear that also
every
house
music
video tension to our
video
as
this
is
the
point
has something which distinguishes them towhich our video had
been
upcodes
to. Furthermore,
it can be
others, whilst there
areleading
recurring
and
argued
that
it
also
juxtaposes
the
use of
Theregards
Right Song
by en
Tiesto,
OIiver Heldens
conventions with
to Mise
Scene,
lighting
as
whenisstrobe
lights arevideo
used to
the
and
Natalie La
Rose
an
there is always
something
different.
Forinteresting
audience
normally
see
lots
of
people
dancing
analyseexpectation
because it possess
example the normal
is a cluba vaguely similar
todressed
the
however
doesnt
concept
tomusic
ourand
video.
video
is all happen
about in
with girls scarcely
low Their
key this
ours.
Our
video
rather
interestingly
a girl uses
at work
not doinglighting
her job whilst ours is
lighting. Our video
naturalistic
about
a boy who
stormsDavid
out ofishis job
from a train (not
a common
setting.)
because
of the work
heexpect
has to do. In terms of
not dressed like
most people
would
Misewe
enboth
Scene
their whole
him to be. Again
challenge
and video is set in an
office
which interestingly
develop on the
pre-existing
codes and juxtaposes
stereotypical
settings
of house music videos
conventions of
house music.
We personally
is actually
setand
in the aftermath of
believe this ishowever
becauseitevery
director
office
party.
Herand
clothing
also juxtaposes
individual hasan
their
own
beliefs
idea of
the
codes
andtoconventions
of House music
how they want
their
video
look regardless
en scene,
normally we see girls wearing
if it conforms mise
to codes
and conventions.
tight fitting clothing, especially Jeans or
dresses and revealing tops. Hers is a
complete juxtaposition as she wears an apron

Two shots which you feel demonstrate something which shows

you have watched other music videos
This image is again taken from The Right
Song Video right at the start of the video.
Something I have noticed upon the
introduction of music videos is an alternate
way to introduce the artists rather than just
having their names come up on titles. This
video does it really well as it also informs the
audience of the position of the cleaner
character in the video. The concept of party
posters also appear to feature frequently in
music videos, especially house. We have used
a similar
concept,
ours features
This screenshot is taken
from
Levelsinstead
by
supposed
figure appears
of Davids
Avicii. The song tells
a story which
to imagination
be a recurring theme in most videos we
analyse. It tells the story of an office worker
who hates his job, he becomes infected by
some sort of disease which makes the
infected dance uncontrollably and zombie
like. He then infects the rest of the characters
in the video. This was like our concept which
is about the sub character played by Sam
attempting to turn Davids character. There is
also the use of an office which recurs in Avicii
songs, it does it in the song with Nicky
Romero called I could be the one which, like
Levels, is focused on the escapism of
These are two screenshots from our music video. As you can see they
follow similar concepts to the other two images selected. Firstly, the
image on the left features our viral marketing posters which we
wanted to use in the video. This is because it aids our story, similar to
how the one from The Right Song does as in that video the poster
adds backstory which informs the audience as to why the cleaner is
cleaning an office. In terms of posters in videos, we have matched this
norm. The picture on the bottom right links to many of those in Aviciis
videos, as stated above. We used the concept of an office as a
stimulant for our music video, like most other videos such as Levels,
I could be the one and The Right Song. These images extracted