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

USEIn order to target my intended audience, elements of my music video had to include a number of conventions regarding real house music video media products. In order to do this I had to take inspiration from other house music video artists regarding the editing of my music video and the production of the ancillary products.

- Regarding the music video, a number of conventions where followed included; using lighting effects in order to give it a club and dance feel. This convention was also used in the (Wankelmut/Emma louise – my head is a jungle) which inspired me to use the lighting effect in Adobe Premier pro.

- The music videos of House music tend to have messages about dancing and Love underpinned with repetitive arrangements. This is shown throughout my music video through the flashing words and hashtags

Develop During the music video editing I wanted to introduce the music video song name and I wasn’t sure how to do this. A number of house music video had text over the moving image. When I tried this over my music video I was not happy with the outcome. In order to get past this I used YouTube in order to learn how to put an image behind text using a black video in Adobe Premier Pro.

Use Regarding my ancillary products a number of conventions where followed and used. My products included what was expected in order to be published in magazines or sold in stores. For my advertisement a convention that was important to follow was giving release date information. This information was vital because the aim of the advertisement was to inform the audience of when the digipak was released and leaving this information out would defeat the purpose of the product.

The digipak also used a number of conventions including adding a bar code on the back in order for it to be sold in stores and an image not including the artist. Instead of the artist I included two individuals in a relationship. The product portrayed love and by having an image of two people in love supported this idea.

Challenge - A convention of music videos is that the vocals of the song are sung by a female artist who appears in the music video. I

challenged this convention by using a female actor to portray the main female character and lead singer. - A house music video usually has a number of individuals dancing in a specific area. I challenged this convention due to the

fact that I wanted the music video to follow a specific storyline throughout and only change the edit during the chorus. This was in order to still fit in parts of the house music video conventions of lighting effects and dancing but still be to stick to my story board.

- During my ancillary products I followed a colour scheme focusing on black and White regarding the simplicity of love. House music album covers are usually colourful in order to attract a specific audience. My ancillary products continued to use this convention to an extend in order to relate to my target audience expectations but I wanted my products to have a meaning behind them and tell a story.