Evaluation question 1 In what ways does your media product use, develop or challenge forms and conventions of real

l media products. The A2 brief which I was given entailed the details of my new project, which was to create a music video. For me to achieve this, I would have to include specific narrative structure, genre conventions and suitable camera movement to attain a desired sense which would comply with the aspects of my selected genre. I would also have to conduct thorough research into the conventions of the Euro Pop genre to educate myself to a point where I can easily understand the genre and gather ideas which I can then integrate within my film to achieve a desired theme which clearly supports the Euro-Pop genre. The genre codes and conventions of Euro-Pop consist of multiple things. Euro-Pop is in some aspects similar to the traditional pop. Examples include things such as borrowing elements from other styles of music which include urban, rock, dance, Latin and country. However, there are core elements which define the pop genre such as the verse-chorus structure being written in a basic format, as well as the common implementation of repeated choruses and melodic tunes. Euro Pop is also associated with normal pop because it shares the main goal which is usually that of being pleasurable to listen to, rather than having much artistic depth. In contrast to pop however, Euro Pop is a lesser popular genre which doesnt desire to have a mass audience appeal. My video follows the genre codes and conventions of Euro-Pop effectively because Ive included things such as fast paced editing style. This is clearly shown in my video because of the cut-aways to me in a red hoodie. I also include the ideologies such as fun being valued and the video evokes a sense of being light-hearted. Also, referring to the name of the song, it values love and positivity and makes the audience feel this through the eccentric behaviour exuded by the character Mr Euro Love. The inspiration to create this music video originated from researching the British band known as Fat Les. The narrative of Vindaloo follows a protagonist who at first seems negatively against the idea of supporting football but is convinced to join in and sing with the rest of the crowd because he is taunted by a mass of England supporters. In contrast, my video is focused not on football but instead, the alliance of Europe and the love the countries exude. The similarity is that both videos connote a sense of friendship. The intertextual connection between my video and the Vindaloo video is strong because not only does the camera movement follow the same style, it is also based around Euro Love, which is linked because of the many ethnic cultures shown in Vindaloo. It is shown through stereotypical costumes which represent different countries. The intertextual connection is made by the way the performance of my video shows Mr Euro Love walking down pathways and on the road as he pleases, just like the protagonist in Vindaloo. I innovated with Euro Pop by including cut-aways of myself performing actions which are described in the lyrics of the song. Performance is a convention of most music videos. In music videos, we as an audience are usually shown a video of someone standing on stage or in one particular area singing. In Vindaloo, which was made by Fat Les, he chose not to follow this repetitive style and instead made a video based on a narrative. We decided to challenge typical conventions of music video by following the same. We chose to do this because I and Alex felt that a narrative based upon a character constantly on the move, just like in Fat Les, would convey the energy and fun we hoped in achieving to establish in the video. We also wanted to create a sense of engagement within the audience and encourage interaction by having our protagonist talk/sing to camera. This would address the audience directly. That meant I was going to record whilst mobile. Im constantly moving. I chose this

Evaluation question 1 In what ways does your media product use, develop or challenge forms and conventions of real media products. because the song is upbeat and require pace to not only keep up with the tempo of the song but also to engage the viewer with the video. This again was influenced by Fat Les Vindaloo video in the way the focal point is primarily concentrated on one character. The difference between mine and Fat Les Vindaloo is that I have included cut-away shots. These were purposely made choices because I desired a video which attains a unique style and resists the typical conventions of music video. The cut away shots also added to the narrative. However, the style complies with Euro-Pop convention as it appeals to different countries because of its friendly upbeat feel-good vibe. The narrative in the beginning of the my Euro Love is a short story which illustrates the current issue which Mr Euro Love has to deal with, which is debt. This is a common issue shared among modern day civilians and can therefore the audience can find they are able to relate to the song. This then follows up to when Mr Euro Love turns on the radio, he transforms into a more eccentric personality and becomes a Party-loving Mr Euro Love who forgets about the world troubles and just wants to celebrate the positives in life. This is emphasized through the way Mr Euro Love magically makes his shoes appear on his shoes by clicking his fingers. This engages the audience with the intention of promoting the band/artists song because of the happy vibe it brings to the audience. This is seen as a convention of music genre. This decision was made because I wanted the video to resonate a positive vibe which makes the audience feel happy when watching Euro Love and also to follow the convention of Euro Pop, which is to excite the audience with positive messages. The narrative structure in Vindaloo is linear because it is a continuingly flowing story. This defies the typical conventions of music video because they are normally performance based; changing from one scene to another but situated in the same places. My video is based upon Fat Less structure. This is shown through the way Mr Euro Love is almost constantly walking towards the camera. To the right is an example in Vindaloo where the story is linear because the protaganist is walking towards the camera in every scene we are shown of him. An example of another convention we have used is the connection of the lyrics to what is shown via video. This is important to have in a music video as it creates a story through the combination of audio and video being displayed simultaneously so the video creates a story and engages the audience with the video. Euro Pop mise en scene consists of things such as having bright costumes, make-up and the use of props. In my video, there are many props used. These include face-paint for the flags of Europe, a football and food.

The props were chosen so the connection between lyrics and presentation is merged together to play simultaneously and comply with the codes and conventions of music video. For example, when the lyrics state beating your ball go, I am seen head butting a football towards the camera. This is another key use of Goodwins theory. Another example of this is when the lyrics state sauce on your steak I am seen pouring ketchup on meat. This is an example of Goodwins theory. In my video, I follow Goodwins theory of having a relationship between visuals and song lyrics. I find that this is especially important for Euro Love as the genre requires a constant up-beat tempo and needs to be

Evaluation question 1 In what ways does your media product use, develop or challenge forms and conventions of real media products. full of energy. To do this, the synchronisation of both visuals and lyrics must be made frequently. The most commonly used camera shot in most music videos is the mid-shot. This can be seen as a convention of music videos in general. In my video, camera shots consist primarily of mid-range shots but there is a range of other camera movements incorporated in Euro Love. The primarily used mid shot was best suitable for the video as it complemented the style of Vindaloo and also emphasizes the linear narrative.

However, other camera shots used in Euro Love includes close ups. They were used to engage the audience with the joyous emotions emitted by Mr Euro Love. Also, a few low camera angle shots are used. These make Mr Euro Love appear as though he is dominant in the ways that he exudes happiness and can overcome the economical issues of modern day society. This brings forth a very positive experience for the viewer and complements my idea of achieving a feel-good Euro Pop video. This targets the audience because it makes them feel as though they too can overcome the negative things in life. The glorification of the artist makes him appear like a role model for the audience.

The costume of Mr Euro Love consists of a hoodie, striped top and chinos. This costume selection is similar to clothes which are worn by modern day people; especially teenagers. This decision was made because I wanted the audience to feel as though Mr Euro Love is as normal as everyone and they too can celebrate just as he does. The most iconic piece of apparel that Mr Euro Love has is the sun-glasses. This signifies a new identity and exemplifies a sense of being cool. This is emphasized by the way Mr Euro Love transitions from being depressed and then into an energetic celebration-loving character. The CD front cover of Tinie Tempahs Pays homage to the pop artist, Tinie Tempah. The way Tinie Tempah is portrayed as being a mystical entity through the use of stars and luminescent light is similar to my front cover as both covers share vibrant colouring and both the artists are shown as being iconic. Mr Euro Love smacks the camera and then there is a cut away which features multiple characters that have face paint flags on their faces. The flags were Italy, Spain and Ukraine. The way that the black out of the camera transitions to these scenes in time with the Dub-Step section of the song synchronises perfectly. These flags connote and reflect back on the idea of Europe and brings forth a lively, party like atmosphere. This is similar to normal pop and Euro-Pop genre music as they too typically have party themes.

Evaluation question 1 In what ways does your media product use, develop or challenge forms and conventions of real media products.

A convention of British music videos, particularly those which are for pop songs, is an irreverent, humorous style. This can be used to represent artists as being fun loving and fresh. An example of a band that follows this is Goldie Lookin Chain. Goldie Lookin Chain is a British comedic rap music group from Newport, Wales. I develop and challenge this genre convention of using humour by using humour visually, for example, the gestures shown by the characters in the dubstep scene. I challenge this convention of making impertinent humour by steering away from the serious issues and focus on light-hearted humour which doesnt mock anything but instead makes the audience feel happier in a psychological sense because of the feel good factor. In contrast to this, Goldie Looking Chain focuses on the social issues and turns them into parody. The group produces humorous, controversial and often explicit songs that satirise hip-hop and todays consumer society. For example, in various scenes of their video Guns Dont Kill People, Rappers Do the characters are seen riding mobility scooters. This is funny because only the elderly and disabled ride these vehicles but these characters are perfectly capable of walking independently and do not require them. It is also funny in the way that they race against each other; defying the purpose of a mobility scooter.

In my video, Euro Love, I have used this convention by including comedic scenes which express humour and a purposeful lack of seriousness. An example of this is when I am seen pouring icing mixture in a bowl in a very unserious, silly manner. The use of sunglasses in the mise en scene is also paying homage to GLCs style as they appear cool and modern, just like Euro Love.