Q1. In what ways does your media product use, develop or challenge forms conventions of real media products?

Looking at the conventions in different music videos I had to look deep in to our genre. The genre choice that we went with was house music. So music with a big base throughout and a drop of the music as the chorus that many would dance too. This included music from artists such as, Avicii, Hardwell, Calvin Harris and tiesto. I have analysed many videos from each of these artists and more to make sure that I use and develop the conventions used in house music videos. In this power point I will show how we have created our video to coincide with the conventions we have found.

Similarities in album covers.

Here we have took the inspiration of aviciis album “True”. We felt that the use of the logo and the artist was important for the

audience to recognise the artist straight away with only a little look.

When looking at Calvin Harris’ album “18 months” we decided that we wanted ours to be similar as it was simple and looked smart with him being within the picture with only a wall behind him. However we have put an X on the wall behind him as this is how we want our fans of our DJ to recognise him. We wanted a symbol to link in with the DJ very simply, so we thought since his name is eXistence then it would be easy to do. We took this idea about the logo of Avicii as you can see below he puts his logo in his video of “Hey Brother”.

We liked the way Calvin Harris’ album looks very sutile, but has everything on the cover that you need to see, his name and him on the album.

We have decided to take some inspiration off Calvin Harris in his video “we’ll be coming back” where he uses the use of vehicles to introduce and develop the fast tempo of the beat. We felt that this was easily to use and manipulate into our own product. Using Scott's motorbike, we travelled around our local town getting footage of speed and movement to put in the chorus, to enhance the beat when watching. To challenge the conventions however we used our motorbike as a part of a side away from the narrative, where as calvin harris uses it to tell the story of the video. We have also took inspiration on this on terms of cast. This video only features Calvin Harris, example and a mystery woman. This is what we have done in our video, only casting 3 people.

Another thing we have used and developed from real products was the use of a logo inside of the video to promote the artist and make sure the audience know exactly who they are watching. We felt with our name being Existence we can use our logo of the “X” to translate in the video, also used in our album cover and website throughout, to truly promote the logo as ours. Above is taken from Aviciis “The Nights” and it shows how he has spray painted his logo in to the video. We took this and developed it in to our own video.

We have made sure that we have looked up on Richard dyers star theory where the star on the video is portrayed properly as the star. With DJ’s its slightly different as they are not the singers so they cannot lip sync or do the regular dance moves you would see off the likes of Chris brown or Beyoncé. They generally have a small cameo in the middle or end of the video and that is what we have took from those artists and made within ours. We felt it was appropriate to use in ours as the star is the DJ so we have given him a key role within the video. We have copied and developed the work of Calvin Harris, Avicii and Tiesto.