1. IN WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?
EVALUATION QUESTION 1

2. GENRE
■ The genre of our media product and the development of our song ‘Late’ by the ‘Jungle
Doctors’ was focused within the indie-rock genre
■ Indie rock is a genre of alternative rock that originated in the United Kingdom in the
1980s. It was extremely diverse, with subgenres that include indie pop, and rock
■ The genre recognises small, independent and individual bands that would bring
something new to the market
■ Well known bands within this genre include ‘The Arctic Monkeys’, ‘The Strokes’ and
‘Kings of Leon’

3. WHO ARE THE JUNGLE DOCTORS?
■ Since the release of their ‘Open Up’ EP in 2014, Jungle Doctors have been played
on E4’s ‘Made In Chelsea’, and picked up lots of attention from blogs and radio
stations such as BBC Radio 6, Amazing Radio, BBC Radio London and XFM
■ They have played at shows and festivals all over the country, including Great
Escape Festival and more recently a show at Kingston’s New Slang supporting
The Cribs

4. CONVENTIONS OF MUSIC VIDEOS
■ Camera shots: Music videos tend to include many long shots, close ups and mid shots. This is to create emphasis
on the artist/band, location and emotions. Also, close ups are used not only to show emotions but to reflect the
words of the song with the movement of the lips of the artist
■ Camera Movement: The movement of the camera is used to follow and trace the artist or band. Camera
movements include tilts, pans, tracking and crane shots
■ Mise-en-scene: This refers to the arrangement of performers and props in a scene for a production of a music
video or any other media text. Mise-en-scene puts importance on the representation of something. It includes
costume, lighting, props, hair and makeup and location. This varies depending on the genre of the music video,
for example Pop genre would typically have bright colours and female perspectives, whereas the Rock genre
would have male figures in dark colours
■ Editing: Jump cuts are a predominant editing technique used in music videos. This is because this allows a
sudden change from one scene to another. Similarly, transitions such as fade and dissolve are very common in
music videos as they create a different effect to cuts. Cutting on the beat is always used in music videos to help
create rhythm and pace, and it also makes the video a lot easier to watch
■ Lighting: Some music videos are black and white which help emphasise a particular mood and some videos have
artificial lighting which put the artist/band in an enhanced look

5. CONVENTIONS OF INDIE ROCK
■ It is very common for artists in the indie rock genre to do a live performance for their music video. This way the
main focus is on them as performers. It also keeps the focus on the actual music itself and the talent that the artists
have
■ A modern twist to Indie Rock music videos is to cut between performance shots and a narrative of the video to
break it up and give the audience a story
■ Indie music videos are known to be quite low budget, the main settings of the video are in studios, cities, parks etc.
These are places which can be accessed easily and create a mysterious atmosphere.
■ The mise-en-scene of the indie rock genre is very specific as it tends to have a retro feel. Their costumes are often
quite unique but simple which creates an identity for the band
■ Makeup is also important as it can give us an indication as to which era the video is meant to be set in. For example
Paloma Faith has very subtle make up in her videos with a pale face and red lipstick and this highlights that her
music is similar to that of the 50’s
■ Close ups are a regular occurrence within this genre, to establish the band members and also to convey the emotion
in the song
■ Full length shots are also commonly used to show the setting of the video and also give us a clear view of the artists
and their outfits

6. RESEARCHING
■ The researching process was vital as we had to thoroughly go through a variety of Indie Rock
music videos to inspire us to come up with an idea of our own
■ When researching music videos within our chosen genre of Indie Rock, we came across many
examples of videos that had performance shots cut in between action/narrative shots
■ We decided this was the path we could like to take with our music video, especially because it
fit the generic conventions of an indie rock video, which we felt was extremely important as it
would draw in the band’s target audience
■ The fact that our band members were male helped us out dramatically, as the indie rock
genre tend to have more male band members than female

7. REAL MEDIA PRODUCTS
 ‘The Strokes’ were a huge influence on our music video, especially their song ‘Reptilia’. Their music
videos were very unique which we enjoyed and aimed to achieve in ours as it is a similar style to our band
 As you can see, The Strokes used the typical
convention of close ups to establish the band
members. We included this in our video to do the
same thing. The black background also added
simplicity to the video, to allow the audience to
focus purely on the talent of the band
 We found The Strokes’ method to include a close up
of each instrument and band member very effective,
as it is something not commonly done, therefore
added a uniqueness to the band. We were inspired
by this idea and decided to incorporate some close
ups of the instruments during performance shots
(The strokes)
(The strokes)
(Our video)
(Our video)

8. REAL MEDIA PRODUCTS CONT…
 However, unlike ‘The Strokes’ we wanted to incorporate more angles of the instruments
in order to show off our ability to use camera movement and our knowledge of different
angles that would look effective
 We discovered that the more diverse the
camera angles were, the more interesting it
would be for the audience to watch
 Cutting between each angle on the beat also
creates
(The strokes)
(The strokes) (The strokes)
(Our video)
(Our video) (Our video)

9. REAL MEDIA PRODUCTS CONT…
 Another massive influence for our music video was from the Arctic Monkeys’ song ‘R U Mine’. This
video was filmed solely by band themselves in a car; done by holding the camera and simply lip
syncing to the song whilst driving. As simple as it may sound, their video was very impressive and fit
in well with the indie rock genre.
 We decided to include this in our video by using
a GoPro camera to capture action shots of the
band, in a similar way to Arctic Monkeys.
However, we did not want our entire video to
be filmed exclusively by the band alone,
therefore we decided just for some of the action
shots to be filmed by the band.
 The lip syncing (during the action
shots) captured the carefree nature of
our song, and the fact it was filmed by
the band itself allowed the audience to
get to know each band member
(Arctic Monkeys)
(Arctic Monkeys)
(Our video)
(Our video)

10. REAL MEDIA PRODUCTS CONT…
 Jake Bugg, in his music video ‘Two
Fingers’, establishes characters of
typical teenage boys messing around
and having fun. This tied in perfectly
with the message of our song, therefore
his video inspired us to include more
shots of the band members messing
around.
 The shots of the band members in our
music video (top right) with the London
location allowed us to convey our skills
using time lapse, which is an effective
technique used in this genre
 Jake Bugg, as well as many artists in the
indie rock genre, cut between
performance shots and action shots.
Jake Bugg’s performance shots included
a lot of close up’s of the singer which we
chose to include also as it draws the
focus to the band and their talent
(Jake Bugg)
(Jake Bugg)
(Our video)
(Our video)

11. DIGIPAKS: INDIE-ROCK GENRE
■ After researching a wide variety of digipaks within the indie-rock genre, I found that the common theme is a
very simple style, often with minimal colours
■ Many well known bands and artists create quite ambiguous digipaks, so it is unclear at first sight what band
it belongs to
■ HOWEVER, we chose not to conform to this convention, as we were producing a digipak for an original,
unsigned band. Therefore, they do not have a large following that would notice an ambiguous front cover
■ For this reason, we decided to have a photo of the band on the front cover, so the audience know exactly
what band it is
■ The digipack itself tends to be very bold and eyecatching, with the bands name in large letters and situated
in the centre

12. DIGIPAK: FRONT COVER
■ For our digipak front cover, we assessed multiple stills that we took while filming to decide which one would fit best
■ After feedback from our target audience we found the perfect still that conveyed the indie rock genre, and also
portrayed the band members personalities
■ The shot of the band is very natural, and does not contain any explicit posing, which we thought worked well with
the vibe of the band
■ We were torn between 2 stills for the front cover, however we thought that the natural surroundings of the sky and
river in the background of this one created synergy with the rest of our digipak and the setting in a lot of our music
video
 When it came to choosing the font for the text, this proved very difficult, therefore we
turned to research into some indie rock bands’ digipak’s for inspiration
 We were inspired by bands such as The 1975, The Kooks and Foster the People
 The Jungle Doctors already had a specific font type they used
as their logo, so we incorporated this into our font, by using a
degree symbol to replace the letter ‘O’ in ‘Doctors’, which we
thought was a simple but effective touch

13. DIGIPAK: CD
■ For the CD, we stuck to the nature theme running throughout our digipak, as we felt that this way it would keep it
simple, but also appealing to the eye
■ We wanted to have an even balance of band images but also scenery images, to ensure that the digipak was not too
over-powering
■ With the other images on the digipak manifesting the ‘faded’ look, we did this also with our CD so it would all tie in
well together
■ Keeping a simple image for the CD is what we found most other digipaks in the indie rock genre to do, therefore we
decided to conform to this convention
 We were inspired by bands like Arctic Monkeys (left), Oasis (middle), and Kings
of Leon (right).
 We particularly liked the CD of Kings of Leon, as it illustrated a flower, which
inspired us for our nature theme

14. DIGIPAK: FEATURES INSIDE
■ We stuck to the ‘faded’ theme of the front cover and CD for the rest of our digipack, which created a simple and
warm feel to the digipak. However, the muted vibrant colours of the trees and sunset still created an eyecatching
image
■ We decided to include a lyric booklet, as this is a common convention of the indie rock genre. Also, it provided
something for the audience to take away with the digipack, rather than just the CD; this added a personal touch
■ What gave the digipak even more of a personal touch was the personal message from the band. This allowed the
audience to feel as though they were being addressed directly, and that their support was appreciated
■ The back cover of the digipak was where we listed six of the bands’ other songs. This helped to inform the audience
as to what to expect. But this feature is also very common, not only within the indie genre, but all genres of music.
■ We stuck to the same font for all the elements of our digipak, as this really pieced all the features together nicely

15. MAGAZINE ADVERTS: INDIE ROCK
■ After researching existing indie-rock adverts in magazines (NME, Kerrang), we found that there was
a common trend of bright and bold images and letters, the release date, minimal colours, one line
reviews, and images relating to the digipak
■ Therefore, these were some aspects we felt were important to include in our magazine advert
■ We particularly felt it was important to create synergy between the magazine advert and the digipak,
so this way the audience could connect the band to the different promotion sources. We did this by
including a picture of the front cover of the digipak onto the magazine advert- which is what many
indie adverts tend to do

16. Stuck to the same font and style from
as the digipak, to enhance the
synergistic elements of our products
Social media, and ways to find the
band is printed onto the magazine as a
form of promotion, so the fans are able
to check them out
A review from a big indie rock
magazine ‘NME’ adds
professionalism and portrays how
well the band are doing. This will
entice people to buy their products
Very simple colour scheme; only
white and red fonts used, which stand
out from the background to make it
eyecatching. However it is also very
easy on the eyes, rather than a lot of
different colours
The muted colour of the
main image, ties in well
with the image on the front
cover of the digipak, again
to create synergy
The ‘faded’ look of the
main image, also
portrays the laid back
nature of the band
The use of the natural
image, as opposed to
the band members
posing creates a more
personal feel to their
work
Bold font used to inform the
audience that the album is
available now
Adding the front cover of the digipak
links all the products together, and
ensures the audience know what to
look out for
After the challenge of
searching for a font for the
title, we found one what
stood out from the band’s
name, but also one that
worked well together. The
font almost looks like
handwriting, which gives the
product a personal touch

17. IN CONCLUSION…
■ The task was to produce a promotional package for the band, therefore it was extremely
important to create a synergistic element for the main and ancillary texts. This was for
promotional purposes and to create a successful response to the band’s music in general.
■ I was able to do this by researching existing indie-rock products, and taking inspiration
from there work enabled me to conform or subvert any typical conventions that I found
relevant.
■ Overall, I am incredibly pleased with the results of all three of our products, and believe
we have created professional products with the aim to promote the band.