Evaluation Part One

In what ways does your media product use, develop or challenge forms and conventions of real media products?

As a general rule, we included the 
majority of music video conventions as we felt to detract too much from these would be risking the success of our music video. We adhered to some conventions such as the shot speed, as music videos usually contain quick shots in order to engage the audience, but where the song's tempo slowed we had some longer shots in order to convey emotion. In addition to this, we used certain shot types such as close ups in order to achieve the same effect, although it must be said we experimented with these and added our own twist to this convention.

We attempted to depict a lonely character, whilst creating
a connection between him and our audience from the outset.

Furthermore, we used many locations and transitions in order to engage the audience further. Using differing locations such as outside a cemetery, a park and the centre of one of the world's busiest cities allows us to form an image for our character whilst ensuring we have an engaged audience. It must be said that one of the conventions we had reservations when it came to the decision of adhering to it or not was the presence of a performance but this is something more applicable to actual genre conventions. 

We depicted Jack in a variety of locations in order to engage the audience.

Upon analysis of other music videos from the same genre, it became apparent that they all contained narratives, but this was something I wanted to include even before analysing them. Also, something that both the genre and virtually all music videos have in common was the usage of different shot types and their length. At first we decided it would be best to go against the convention and just had the narrative appear, but ultimately it seemed the right choice to have the performance as it provides varied shot types and complements the song well. 

With our front cover, we wanted a simplistic image in order to

provide a connection but with the advert we wanted to portray a different

side of Jack's personality. 

As in our music video Jack is portrayed as a misunderstood and isolated character, and the usage of colour contrasted with black and white furthers this within the Digipak. In regard to the advert, we wanted to divagate from this and through the usage of fire to represent a different side of Jack, and the intensity of his personality. Ultimately, we have used the Digipak and its advert in order to try and create a connection between Jack and the audience. 


The use of conventions ultimately leads up to the connection between the target audience and Jack himself. For example the usage of a narrative in the music video allows the audience to follow him throughout, and his face in the Digipak would allow his image to become recognisable. We only adapted one convention, and that was of including the performance footage when our original stance was to not do so but it seems that the music video is better for it.

A narrative was always going to feature, but new ideas
changed it at several points to complement our final edit.

In regard to our Digipak, we used pictures that Jack features heavily in in order to try and form the right image as well the connection between him and the audience. The front cover definitely adheres to the conventions of a Digipak, and especially that of a first album as the simplistic use of his face plays a part in the formation of his image. We also learned upon analysis of other Digipaks that colour played a big part in how they attracted an audience so this is something we kept in mind when designing them.