Evaluation 1In what ways does your media

product use, develop or challenge forms and conventions

of real media products?

Link between lyrics and visuals• These two shots resemble the

link between lyrics and visuals, for the first shot, the lyrics say ‘sun is shining in the sky.’ Here we felt it would be appropriate to pan up to the sky, highlighting the theme of the song.

• For the second shot, this is in fact our first shot in the video, and it correlates with the sound of the radio being tuned in the song.

How a record company would want their artist to be represented

Due to our comical approach on the video, we were able to replicate the common conventions of a 1970’s band. The image on the right is a picture of E.L.O, and we decided to copy their image. This was a decision made mainly for comedy purposes, but also, it allows us to relate to the artists who wrote the song, and also to previous followers of the band. Furthermore, although this is not a look that is used in the modern day music, it is different appealing and eye catching.

How your video uses music genre

From brainstorming our video, we knew that comedy was going to be our main genre, and that it was to appeal to an older generation. The most apparent way in which we establish this genre is through the use of the comical effect we added to our video and Digipaks, which was used in order to promote an obvious comical tone. The use of costume with the runner posing as a similar image to 118 highlights that the comedy is relatively silly, and not very witty. This is similar to that D12’s song ‘My Band’ as we see this silly comical theme used also. Furthermore, in the second shot, we decided to use a star swipe to keep with the tone, as it is not only different to other videos, but it also keeps with this idea of silly comedy.

Intertextual Reference

For our intertextual references, the use of the wig and the generalised retro 70’s look was similar to that of the 118 costume.Furthermore, the use of having the radio as the centre image is something seen in most videos. As the radio is the main image throughout our video and print tasks, we have placed it here at the centre of the frame in order to highlight its importance, which is seen with many artists.

Use of CameraThe use of camera was very important to us, as the much of our video would be like establishing shots of landscapes. This meant that we had to steady with the camera when panning or moving around with the camera. In this particular shot, we used a zoom out shot, which we feels works well, as it is well controlled and as it zooms away from the radio to reveal more of the landscape, including the sun. This is somewhat similar to the second shot from Cosmo's Midnight – Snare, who also use many landscape shots in their video.Moreover, we also decided to use a go pro for some of our shots in the river, this allowed us to pull the camera out of the water and reveal the sun and blue sky, which we felt was very effective. This is similar to the bottom image from Duke Dumont – I Got U, who use underwater shots for a similar effect.

Use of LightingThe lighting for our video we wanted to keep the same, and we used a lot of natural light. As we were filming outside for most of the process, this was made quite difficult. Having all of different shots from different days meant that the lighting was slightly different when we wanted a consistent light to the video. For the first shot, we decided to use the sun to cast a shadow, in order to keep with the wacky tone of the video. Additionally, the use of the sun was also very important, as we used it in many of our shots to give off the right atmosphere. Using the sun in this second shot meant that there was a lot more light in this shot.

Use of mise-en-scene

The use of mise-en-scene we felt was very important in our video, particularly with costumes. In both shots here, I have highlighted one of the characters and band members, and the use of costume highlights not only the comedy genre, but also demonstrates this idea of using old traditional conventions in the video.

Similar to other music videosIn this first shot, of What’s My Name by Rihanna, the establishing shot of a blue sky creates a positive tone to the video, and this is also what we have done with our video, used many shots of the sky to apply a good mood.

The use of light in Juicy is used to create atmosphere and set mood for video. Use of light and brighter colours have good connotations, use of darker colours show him in jail and a low point in his life.

This is similar to Mr Blue sky, as we use the bright sun and blue sky to give off positive connotations, and we are also are using a rainy day to highlight a negative point in the song, as night closes in.