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

General Conventions of Pop Music and Our Music

Genre Specific Conventions:

We chose to use a stage scene, similar to that used in Duffy's 'Mercy' as it shows our artist 'in action' and as a real performer which is important to the soul genre. However, we decided to have our artist, Veronica Summer, on the same stage as the band, unlike Duffy. We made this decision because we wanted to show a friendship between our artist and her band, this makes our character likeable and shows how music is important - rather than just being an individual with individual aims. But we did decide to use the long shot which gives the viewer the feeling of watching the band and artist live themselves and creates an overall grandeur of the artist as she stands taller with more status due to the low angle shot. We chose to use bright lighting too but in not such an overbearing way as in Duffy's video as we still wanted our band to be visible as they are part of our genre conventions according to audience feedback(soul = men in black suits).

The bar scene in our video was again inspired by another female soul artist, Amy Winehouse's video for 'You Know I'm No Good'. We decided to go for the same concept, however did local research into finding a brighter bar which fitted our artist and song more appropriately. But we emulated the same positioning of our artist within the frame and the same cinematography of a mid-shot.

Our taxi location was heavily influenced by Duffy's 'Warwick Avenue', we chose to emulate the location similarly however we looked to challenging the convention to create something very similar but with a different feeling attached. We chose to enhance colour in final cut and used balloons as props, we also used both mid and close ups similarly to Duffy but positioned our artist to come across happy and bright - much unlike Duffy. The balloons worked in the same way, to come across bubbly and with happy characteristics, inspired by Paloma Faith.

We used Adele's 'Chasing pavements' as our main inspiration for our outdoor sequences, however rather than just mid-shots we used a variety of close ups, mids and long shots. We wanted to show our artist in a more glamorous light than Adele but still continued to emulate the solemn idea that is put across.