Evaluation

1 How does your media product use, develop or challenge forms and
conventions of real media products?


A Shot that shows a link between lyrics and/or music and visuals
This image is taken from the song My Love by Route 94
featuring Jess Glynne. This particular section of the song
features the lyrics My love and my touch, Up above, playing
with the one from mine. This image relates to the lyrics with
the words My love which is displayed through the man and
female embracing each other. My touch refers to the hugging.
Also the deep house music style matches this part of the song
with the deep house associated to the deep affection the pair
feel. It also matches the obscurity of the heated filter and the
contrast of colours.

This image is taken from the point of the video where the music drops and all the boys in
the video begin to nod their heads (almost) to the beat of the music. This is a shot that
specifically links the music to the visuals. The problem with this song was the fact that
there wasnt many lyrics to lip sync. Also, the lyrics was very repetitive. However, our
music video does develop on typical house music conventions of using some form of
dance or movement to the beat of the song.


A shot that typifies the way a record company would want their artist to be represented


Whilst Gigi Hadid isnt the artist who sings the

As stated in the image above, Gigi Hadid is clearly

sexualised in the Calvin Harris video. However, due
to the fact we have no females in our group we
chose to use a male instead which also means he is
going to be represented differently to the way that
females are. The intention for females is to be
sexualised, her age should also be considered
when shooting this video, she is currently 21 years
old so it is no surprise that she is sexualised.
However we use a younger male of 18. We
intended for Davids character to be relatable. He
works and this screenshot shows that he is in a
tightly joined friendship group. We intended for
David to be shown as relatable to other teenagers,
something which not many professional videos
address such as the video with Gigi Hadid, it sets
unrealistic images for girls to aspire to be like.
Using David makes him more relatable for the
male audience around his age, who are also the
most frequent listeners of house music. Gender,
age and ethnicity are all essential to the
construction of the character. However, David
does have differences to other teenagers, most
notably, he is working. Most teenagers are seen to
be partying or drinking or doing drugs
(stereotypically.) Our representation of David
juxtaposes the traditional representation of other
artists; however, we have constructed a character
which our target market are going to see as more
realistic rather than a group of people all doing
drugs, drinking and going to parties. Sure, this is a
true assumption but by no means is it a norm.

song How deep is your love; a song performed by

Calvin Harris and the Disciples Production Team
she is the focus of the music video. This is very
common for mainstream music videos to feature
somebody who isnt a producer of the song. This is
also down to the fact that recently she has become
more popular on social media and that the singer
to the video is female. However, she is sexualised
by the producer, especially in this shot where she
holds her hair and stares longingly into the camera
topless. It is a common trait for record companies
to sexualise their artists/actors.

The representation of somebody such as Calvin
Harris going to be greatly different to that of
Davids because of place of origin, wealth, age and
appearance, the beard vs no beard a sign of
maturity and adulthood.

A Shot that illustrates how your video uses music genre

Taken again from the Route 94 video, this clip clearly

uses EDM/House music genre traits. Firstly, it uses the

concept of a collective group. This is because of the

stereotypical notions attached to house music, the idea

of a music style that plays in clubs and at parties,

because of the high correlation the genre shares with

dancing. The genre now features heavily at festivals and

makes sense for the audience to form this assumption
of the genre, hence it seeps into videos, the
expectation of the audience is match in the video.
Secondly there is the use of a filter. The setting of the
video is a club, which includes dim lighting. So they
used a UV filter on the actors which also connotes them
having fun. It could be argued that the heat filter
comes from their dancing suggesting that they are
having fun. Other points include the fact there is a wide
shot on the people looking down on them. This is to fit
the group into the image and again promote a party
atmosphere.

Our use of music genre is very restricted. In terms of

the stereotypical music genre conventions including
setting, clothing, filters, and other media forms used to
construct the video. However this image could arguably
use music genre. House music videos often focus on a
significant prop which aids the story and often plays a
big part in the video. For example in The Right Song,
there is a focus on office props, namely the hoover
which becomes the girls dance partner. In Sigala Sweet
Lovin they are the roller blades which give off smoke.
In the actual They Dont Know video it is alcohol and
guns and drugs. This shows that there are significant
props involved in music videos. Our video conforms to
other house music videos as our poster prop drives the
story, it also features at the end of the video to
maintain the mysterious element that we aimed for.

A shot that demonstrates an intertextual reference

This image comes from the song Whole Lotta Lovin, a
song by DJ Mustard and Travis Scott. The song is an
interesting variation of dance music as it maintains the
core essentials of house music with the repetitive beat
and the drops in the tempo however it interesting uses
an American Rap Artist to sing the song. The use of an
autotune effect over Travis Scotts voice creates a
different however familiar sound to dance music. In
terms of intertextuality, EDM music rarely uses it.
However, it appears that most EDM music videos very
cleverly use links to the Artists actual performance. In
this screenshot, here, Travis Scott is blacked out like a
shadow with a red background. This is actually an
intertextual link to Travis Scotts live stage performances,
which become spread on Social Media. For fans of Travis
Scott it offers a sense of familiarity towards his stage
shows. Also in the video, there is the images of Travis
Doll which also offers an intertextual link to his song
90210 in which a Travis doll destroys a toy city. It
doesnt appear often however there is the use of the doll
which does offer familiarity to the audience.

As stated in the paragraph above, intertextual references
feature very rarely in house music simply because they
are so focused on performance and there is a lot of
emphasis on the crowd dancing to the artists song at a
festival. However, one thing we have noticed which the
actual group do is the use of the logo before the song
starts. The Disciples use their fingerprint effect, so we
used it to fit and match the specific codes and
conventions of their music videos. It can be argued that
we have not developed greatly on intertextual
references however, this is simply the norm of house
music. The only real intertextual links they use are from
their own videos or live performances, their intention is
to create something familiar for their specific audience.

A shot that demonstrates your use of camera

This screenshot is taken from Dont You Worry Child

by Swedish House Mafia. This displays the bands use
of camera through a wide shot. This was actual
footage taken at a festival that the band performed at
in the UK for the last time. This use of a wide shot
shows that they can reach a vast audience easily and
also that their music is widely liked. It also matches
the codes and conventions of house music through
the use of the festival. House music, carries
stereotypical expectations to be shown at festivals
and parties. It also creates impact as at this point in
the song the music beat drops which sees the
audience throwing their arms ecstatically.

This is the establishing shot time lapse from our music
video which leads into the clip of David on the train.
We choose this clip because the fact there is a lot of
people involved in the clip, a similar concept to that
of house music. However, our music video does not
develop on typical camera work that is seen in other
house music videos. They use their camera to show
the masses appreciating and dancing to their music,
as seen in the image above from the Swedish House
Mafias video. Granted when the camera is filming
outside then the camera uses wideshots however
they tend to be at festivals and when inside they are
claustrophobic showing a tightened sense of
community and enhances the party atmosphere. On
the other hand, it should be considered that some of
our camerawork does in fact do so with the shot of
camera from a high angle looking down on David as
Sam gives him the poster. We created claustrophobia
by using a slightly high angle looking down, and a
small corridor. Our camerawork both conforms and
develops on codes and conventions whilst also
juxtaposing them with the lack of mass crowds
dancing.

A shot that demonstrates your use of lighting

This screenshot is taken from This is what you came for
by Calvin Harris featuring Rihanna. The camera uses
lighting in this clip to match the typical conventions of
dance music. There is the low key lighting surrounding
the box that she dances in. There is also the use of beam
lighting which constantly changes colours, going from
purple to pink to green. The idea of love and positivity is
connoted by these colours. This screenshot closely
adheres to the codes and conventions of house music.
The red lighting of the cube also contrasts with the
beams making their presence more noticeable. The use
of a confined space also shares traits of the house music
genre.

These two screenshots are from our video which very
closely adhere to traditional house music codes and
conventions. As seen in the image above there is the
coloured strobe lighting effect. We too have chosen to
use strobe lighting as we feel it is the part of the genre
which makes house music easily identifiable and it also
conforms to the stereotypical features of house music.
We also felt it added dramatic tension to our video as
this is the point which our video had been leading up to.
Furthermore, it can be argued that it also juxtaposes the
use of lighting as when strobe lights are used the
audience normally see lots of people dancing to the
music however this doesnt happen in ours. Our video
rather interestingly juxtaposes and conforms to lighting
codes and conventions.

A shot that demonstrates your use of Mise En Scene

The Right Song by Tiesto, OIiver Heldens and Natalie La
Rose is an interesting video to analyse because it
possess a vaguely similar concept to our video. Their
video is all about a girl at work not doing her job whilst
ours is about a boy who storms out of his job because of
the work he has to do. In terms of Mise en Scene their
whole video is set in an office which interestingly
juxtaposes stereotypical settings of house music videos
however it is actually set in the aftermath of an office
party. Her clothing also juxtaposes the codes and
conventions of House music mise en scene, normally we
see girls wearing tight fitting clothing, especially Jeans or
dresses and revealing tops. Hers is a complete
juxtaposition as she wears an apron (not revealing)
which also displays she is working and baggy trousers,
again not sexualising her

In terms of Mise En Scene for our video we try to keep

to the codes and conventions of the other music videos
to make it familiar. Firstly, we used the props of
earphones. This is also like the image from The Right
Song where she wears headphones. In terms of
costume we tried again to stick closely to codes and
conventions but also to match our story. David wears a
formal coat over the top of his shirt which he wore in
the previous scenes. It does appear that every house
music video has something which distinguishes them to
others, whilst there are recurring codes and conventions
with regards to Mise en Scene, there is always
something different. For example the normal
expectation is a club with girls scarcely dressed and low
key lighting. Our video uses naturalistic lighting,
furthermore David is not dressed to meet the
expectations of the audience who would expect him to
be wearing tight fitted jeans and a t-shirt, this also
applies to Sam who uptakes a less formal approach than
David however doesnt match the codes and
conventions of our genre. This was because we wanted
the audience to recognise Sam without his mask. Again
we both challenge and develop on the pre-existing
codes and conventions of house music. We personally
believe this is because every director and individual has
their own beliefs and idea of how they want their video
to look regardless if it conforms to codes and
conventions.

Two shots which you feel demonstrate something which shows you have watched other
music videos


This image is again taken from The Right Song Video

right at the start of the video. Something I have noticed

upon the introduction of music videos is an alternate

way to introduce the artists rather than just having their

names come up on titles. This video does it really well as

it also informs the audience of the position of the

cleaner character in the video. The concept of party

posters also appear to feature frequently in music

videos, especially house. We have used a similar

concept, instead ours features supposed figure of
This screenshot is taken from Levels by Avicii. The song
tells a story which appears to be a recurring theme in
most videos we analyse. It tells the story of an office
worker who hates his job, he becomes infected by some
sort of disease which makes the infected dance
uncontrollably and zombie like. He then infects the rest
of the characters in the video. This was like our concept
which is about the sub character played by Sam
attempting to turn Davids character. There is also the
use of an office which recurs in Avicii songs, it does it in
the song with Nicky Romero called I could be the one
which, like Levels, is focused on the escapism of
everyday life.

Davids imagination handing him posters to join him

with the masks.

These are two screenshots from our music video. As you can see they follow similar
concepts to the other two images selected. Firstly, the image on the left features our
viral marketing posters which we wanted to use in the video. This is because it aids our
story, similar to how the one from The Right Song does as in that video the poster
adds backstory which informs the audience as to why the cleaner is cleaning an office.
In terms of posters in videos, we have matched this norm. The picture on the bottom
right links to many of those in Aviciis videos, as stated above. We used the concept of
an office as a stimulant for our music video, like most other videos such as Levels, I
could be the one and The Right Song. These images extracted from our video suggest
that we have closely followed similar conventions to those of professional music videos.