Evaluation 1

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

The genre of the music featured in our music video in the indie/rock. The aim of our music video was to
create a concept and performance based video that would fit into this genre. In order to do this we included
camerawork, most suitable for this band with a shaky effect throughout most of it to reflect there laid back,
spontaneous attitude in their original video. Our primary target audience was both male and female with
age range between 16 and 19. because the lyrics are ‘don’t look back into the sun’, it gives the connotation
of not looking back on anything and thinking about this moment in time which appeals to both genders.
MUSIC VIDEO
NARRATIVE STRUCTURE

The typical audience for the libertines wouldn't’t be surprised
that some section of the video is set in a council estate because
it is typical of them to incorporate it in some way. Furthermore,
we followed this convention within our video, showing
conventions of both indie/rock music and the majority of the
libertines existing videos. The emptiness around the two
actors, gives this calming sense which is interesting as it is at
the start of the video which helps emphasize this idea later
about things getting chaotic much like the bands behaviors. In
a way it shows the difference between an indie music video
and an indie rock as indie is a lot calmer.
We followed the conventions of a location which the libertines usually feature in their music videos .
Council estates are a key element to their style and background. I found that ‘Don’t look back into the
sun’ and another song of theirs titled ‘What became of the likely lads’ includes this location in either fast
editing shots or for the whole video. This allows the audience to be more involved and make them seem
like normal people by using a lower budget so it will appeal more to the masses. It makes the video
more realistic. With this in mind we thought the British connotations to it reflects the bands style and
Pete Doherty's ideologies of England.
MUSIC VIDEO
LOCATION

Also using a city to film in was an ideal location for the indie/rock genre
because I found with existing videos in this genre use locations like city
centers and streets which is reflective of their low budget by not using
studios and expensive lighting. We took inspiration from ’You’re my waterloo’
another video by the libertines and how they used the convention of nightlife
in the city reflecting there style.
With our video being focused around a
day out we captured different locations
and one section was filmed on the beach.
This convention was inspired by there
video and although this location is not a
typical convention the indie/rock genre
use, we found that The Libertines also
use unconventional locations including
confined unusual spaces.
MUSIC VIDEO
LOCATION

At the start of researching
music videos ‘snap out of it’
was one that we analyzed as
we felt the narrative and
homage was significant. The
pool featured at the start and
the end was a convention we
followed because it gives this
idea of rebelliousness
especially linking with our
narrative of messing around
and not taking things too
seriously
Along with this we followed
the concept of using a pool
table as a location for a part of
the music video. This is
because they are usually in
pubs where a lot of indie
music videos are filmed. It
also reflects the libertines
rock and roll lifestyle which is
what they are known for
MUSIC VIDEO
LOCATION

With the shaky handheld camerawork throughout the music video we found this to be a usual convention
with the indie genre because of the lower budget and the more rocky music. The two shot of Doherty and
Barat seems to be a constant theme within their videos as it shows the close relationship they have, even
though these two music videos are years apart they still seem to use this shot. With the location being in the
city there were a lot of opportunities to incorporate different artificial lighting walking past shops. We
followed this convention because they are closer to the camera and creates a more personal experience for
the audience especially with the shaky camera its like you’re with them.
MUSIC VIDEO
CAMERAWORK

‘Don’t look back into the sun’ features a lot of close ups, mainly because they are filming it
themselves and they zoom in on each other, so we followed this convention when they the
actors were getting ready because they joke around in this section so it was appropriate.
The close up of the lipstick is significant because of the colour red which reflects their style
of incorporating red into music videos as it show their ideologies on England.
MUSIC VIDEO
CAMERAWORK

Finding that indie artists use mirrors in their videos as an over then shoulder shot is interesting because it
shows how they use narratives and storylines in their videos. We recreated a shot like this because it fit in
with the section of the video.
When looking at existing indie rock videos, we found this interior car shot was a common convention
because they went with the fast paced music and started off the video. This adds to the effect of being like
ordinary people because you feel as though you are with them.
MUSIC VIDEO
CAMERAWORK

With the indie rock genre generally using a storyline or narrative, they use fast paced editing conventions
such as shot reverse shot to show a connection between the characters. This convention I found in ‘snap
out of it’ and the first shot is quite serious which cuts to Alex turner and its shows the reaction of the
actress after. We liked this convention, so we put this in the start because it shows off the mood of the
actors and shows the relationship between the two.
MUSIC VIDEO
EDITING

The use of bokeh within indie music videos is a common convention because it gives the effect of
out of focus and how they aren't thinking too much about the camerawork relating to their music
style. The use of this in our music video helped with the fast paced editing and silhouetted the
figures reflecting The Libertines album covers as they regularly use this. When we edited this
however we found the out of focus effect didn't flow with the clips before it so we added a fast clip
from a GoPro which then worked well with the original clip.
MUSIC VIDEO
EDITING

Props were a vital part in the video because they helped portray what locations we filmed in. We followed
conventions from indie rock music videos which we found interesting. The car was an important element
because it had the significance of starting the video, and travelling to the first location in which we used
interesting angles. Another one we intentionally used was a pool table, along with drinks and crisps. This
was successful and we were inspired by the Arctic Monkeys music video ‘Why’d you only call me when you’re
high?’ and it brought us the opportunity of using good angles and composition.
MUSIC VIDEO
PROPS

In this music video, we challenged the gender roles. The
Libertines are an all male piece band, there are no females in the
band. It is expected by the audience to have the all male band
used in the video. So we challenged this convention and included
a relationship between a male actor (who is meant to reflect the
front man Pete Doherty) and a girl. We considered the gender
equality and its representation in the media and incorporated
this with the actors. We didn't’t include coherent messages
following Gauntlets theories of too much masculinity or ‘girl
power’ mainly featured in pop videos.
MUSIC VIDEO
GENDER

We were inspired by The Libertines silhouetted
album cover to somehow incorporate this into the
video. The use of light through this image is from the
underwater pool lights. This part of the video was
filmed on the GoPro and its effective because it
draws the attention to the figures. In addition to the
handheld shaky effect throughout the video, the go
pro footage is lower quality so when the audience
see this its obvious that it is a lower budget video
which is a usual convention within the indie/rock
genre.
MUSIC VIDEO
LIGHTING

Our music video for ’Don’t look back into
the sun’ includes the concept of a
narrative which also features footage at a
club. We liked the convention they used
by including live footage of one of their
concerts because it gives the contrast of
the day and night. According to Andrew
Goodwin , he states that the three main
conventions of a music video is narrative,
performance and concept. Therefore we
decided to follow only two of these
conventions because we felt the live
performance wouldn't’t have worked
with the range of locations we were
using, so instead we used club footage in
addition with the story. This worked well
because it used similar colours as what
The Libertines used. Due to the low
budget of this music video we used a
local club.
MUSIC VIDEO
CLUB FOOTAGE

DIGI-PACK AND POSTER
LOGO AND ALBUM TITLE
Because we are releasing this album as a greatest hits album from The Libertines, we decided to
follow the cover styles from their previous albums and also their newest one released in 2015. Their
logo is easily recognizable with the same font style used for over a decade. By placing it where it can
contrast with the image, the audience can quickly associate with their work.
With their other media products, especially for indie bands, the logo is the most important feature
besides the image. The album title is important as well which we placed directly under the logo.

VISUALS
In addition to their other albums the image is simple and features the
two front men or the band. Seen as though our music video features a
male, represented as Doherty we used this actor for the Digi pack and
poster so they all link with each other. For the image, it was taken
where the train station scenes were filmed. We thought the cohesion
would be good and they used a street for their album cover ‘what
became of the likely lads’ which we found interesting as it is a normal
place and it makes them connect more with the audience. With the
black and white filter, we found in our survey that greyscale is the
colour scheme which is most popular so we combined the convention
of the street and nearly silhouetted styled image with black and white
to reach out to the widest audience.
From the survey I created, most people weren't focused on album
art when it came to their favorite music. However we considered
the variance of style they have with their art. We wanted to follow
their style of album art including compositions, images and fonts.
To follow their conventions we first researched the band logo and
we found that they aren't set in a particular place for each album,
they are either top, bottom or centre. With this we didn't’t have
too much pressure as to where to put it. For the background,
there is one main image that fills the whole frame.

BACK OF CD, LOGOS OF RECORD COMPANY
We placed the rough trade logo at the
bottom right instead of the front because it
is simplistic. We need to show who is
responsible for releasing the album and
what record label they are signed to. The
barcode is a convention which all media
products have and is important for the
audience to buy the album and necessary to
show on the Digi pack.
To make a continuous image like we planned, we used
a zoomed in picture of the brick wall. This enabled us
to use the white handwriting font like the front cover
as it contrasts but it also follows the convention which
The Libertines use. Because the picture is zoomed in, it
creates this grainy effect which is what I liked when
researching album covers in my initial research.

INSIDE THE DIGI PACK
With relation to the locations we filmed, we featured these in our Digi pack. The train station, the
beach and the council estate are all important elements of our music video and therefore used these
for the Digi pack. This emphasizes the locations which the Libertines also use so it would be
recognizable for the viewer. The visual impression is important and so the greyscale I used
throughout the digi pack links with the poster.

POSTER
The poster is an important aspect of
promoting a new album because it can be
for CDs, DVDs and also concerts. The poster
informs the audience the information about
CDs, release dates and how to follow their
activity on places such as social media. We
followed the sane convention of using the
same image from the Digi pack on the poster
so it is easily recognizable for the audience
to link the two but to also be familiar with
the image so they know what to look for in a
music shop. Using the libertines font at the
top of the poster was so it is the first thing
the audience will see and was inspired by
one of their CD covers ‘What became of the
likely lads’ and the title is placed under it
but slightly to the right so it contrasts with
the brick wall. The release date is also an
important feature so it is a large font also.

Evaluation 1

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