Evaluation - Planning first question - Codes and Conventions

Use of forms and conventions of real media products in my work:

•  In my music promo I included close ups of my artist singing for example lips syncing, to help promote the artist. This is generally done in all existing Real Media Artefacts as it shows the audience the artist and allows them to become more well known.
•  I dressed him in a new outfit for the singing scenes which is typically done in RMAs, as it separates the narrative and performance scenes.It was important that he remained the main focus in these scenes, instead of his clothes. I therefore dressed him in plain colours such as a grey top and a plain parka coat and hat. As this worked well with the location of the skate park, as this is typically what young males wear and suited the Indie/Alternative Genre of music.
•  I included a clear storyline which is easy to follow by showing development through my scenes. Many RMA's include narratives as this gives them the repeatability factor allowing their audience to watch it over and over again without the fear of them getting bored.
• Ensured that my artist was the main focal point of my music promo to allow the artist to be promoted as brand. I did this by featuring him more in the music promo, and also showing a number of close ups within the music promo to show his emotion making the music promo about him and how he feels. This makes him seem more human to the target audience, and they are therefore more likely to feel connected to the artist. 
• In Ben Howards RMA which I analysed I found that tones and colours were commonly edited into music promos to set the scene and suit the genre or mood that the song represents. I used this in my own work as I have included different tones of light to reflect the mood in my music promo, the lighting is warm and yellow at the start which connotes positive things and suggests that the couple are happy together. However, as my music promo progresses the lighting becomes slightly blue and dark in the second location, the cold lighting could be seen as reflecting the female’s attitude towards their relationship and it connotes negativity.
• Includes an establishing shot at the beginning of my music promo, by panning down from a light to my artist in the skate park. This would be seen as an establishing shot, as it clearing shows the location of the Skate park, as well as the artist, showing the audience the Mes En Scene within the music promo. This gives the audience an idea of what the music video will be like, as well as suggesting the genre of music. 

Development:

• When analysing existing RMA Red-light "Get out my Head" I liked the use of jump cuts at the start before the singing starts within the music, as they showed extreme close ups of the artist. I have developed this in my own way in my music promo as I included extreme close ups of the main artist’s lips, as well as the female’s hands and eyes. I wanted to develop this code and convention within my work, as it adds drama to the scenes. Particularly for the female character as she is seen as the "Heartbreaker" Within my music promo and showing only parts of her at the beginning makes her seem more mysterious. 
• When researching for my Ancillary RMA’s I chose to develop the use of handwritten font for the artists name on my DigiPak and Magazine Advert. As I thought this looked effective on Ed Sheerans magazine advert, as it gave the advert a more personal feel. I therefore wanted to include a similar style on my own ancillary work.
• Other forms and conventions I found within my RMA’s when researching for my ancillaries would be that many posters advertising indie and alternative genres are in black and white.  I developed this within my work by editing my album art within my ancillaries to make it black and white. This image then features on the front of my DigiPak and magazine advert as the black and white style represented the artist and suits the genre of music.
•  Many existing music promos include the notion of looking, or voyeurism in their work. This is when the camera is focusing on the artist by looking through a window or into a mirror. I have developed this in my music promo, by filming some of the skating shots through the bars in the skate park. I think filming a frame within a frame looks effective as I have made the scene more interesting by adding something into the foreground.

Challenges of Forms and Conventions:

•     You could say that my location of a skate park challenges the typical codes and conventions of a narrative based on love and relationships, as the use of skating takes some of the focus away from the couple and makes the narrative more suited to both genres. I deliberately included skating in my music promo as I wanted my video to target my audience of young adults, both male and female.
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•         When filming my music promo I did not use typical cameras such as the school cameras which are SONY HDV 1000E, instead I used my own Canon DSLR. I think this challenged forms and conventions of Real media artefacts as I was then able to use different camera lenses which do not generally feature in Real media artefacts. For example I used a fisheye lens for many scenes in my music promo, as this is a lens that is commonly used by young adults interested in photography. I chose to use the product when filming as my target audience are likely to recognise the technique, particularly as it is also used by skaters when they are doing tricks so this therefore links in with the location of my music promo. 
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