Evaluation Question 1 - How do your ancillary tasks and video use, challenge and develop conventions?

Music Video...

I produced a music video for the Rizzle Kicks song 'When I Was A Youngster'. When I was researching i found that two shots were most common and this convention was one I used in my music video. An example of a sped up shot is the 1st image in the blendspace below.

I also found another key convention from the actual 'When I Was A Youngster' video was the use of childish props/costumes to help get the theme across and I felt like this was a very important convention to use in my own music video and so used a mixture of costumes and props to show this. 
Also the use of childish settings were used in the original video and so I used this convention to really show my theme of being young again to the viewers. An example of a sped up shot and childish setting are the 3rd image in the blendspace below.

When looking at the Rizzle Kicks video 'Mumma Do The Hump' I thought the low budget handheld kind of filming was a convention I could develop in my video and so when filming I tried to keep tripod usage to a minimum and because of this, the majority of my video has handheld movement and a more low budget feel. This therefore made it easier to make my video successful because people can see that the low budget feel was purposely done. An example of a sped up shot is the 5th image in the blendspace below.

Use of effects such as slow mo have been used my Rizzle Kicks and also other artists in my chosen genre and so I took this on board when filming my video. I thought slow mo would be very fitting to the part of the song where the pace drops and so I used this convention. I developed it in a way so that it was in time with the video and so it slowed down just at the right point but then sped up again just in time for the pick up of the pace again. An example of a sped up shot is the 7th image in the blendspace below.

When I was editing the slow motion part of my song, I had an idea of challenging the conventions by speeding certain shots up to match the increased pace of the song towards the end. This gave these shots a more comical feel and therefore helped get my childish fun theme across. An example of a sped up shot is the 9th image in the blendspace below.


Digipak...

When I was researching into digipaks from my chosen artist and also other artists within the genre, I found that a key convention was having a range of pictures of the artist on the cover and also inside and so I made sure that I used this convention by putting a range of images on my digipak cover and also on some of the inside sections.

My research into digipaks and videos allowed me to see the kinds of colour schemes/lighting used by my chosen artists and I found that in most of their videos they have very bright natural light and a similar theme with digipaks so I developed this idea by choosing to use a bright sky theme for my digipak because it shows the conventional bright light and also matches the fonts that I selected.

In both covers for Rizzle Kicks albums I noticed that they tend to use quite a neutral colour for their name and album name but I thought that bright colours would match the bright style of my digipak and so I therefore challenged the conventions and used red and blue. I feel like by using colourful fonts as well as the bright colours from the image, it created a kind of 'comic book' style which fits nicely with the artists style.

Advert...
When I looked into digipak adverts for my chosen artists and also other artists from my chosen genre I found that having a picture of the actual album cover on the advert was something that was used a lot and so I therefore chose to use this convention with my advert. This is effective because it means the target audience can clearly see the album that is being advertised and potentially being sold to them and it also shows the consistency in the fonts and shot types that I used.

On the Rizzle Kicks advert that I analysed, they used a square on two shot of them on a plain backdrop so I decided to take the conventional two shot but develop it so that firstly, they are not on a plain backdrop but instead sat in a tree/tree-house linking to their fun style, secondly by having one of them higher than the other instead of next to each other, and finally using a low angle shot to capture some of the bright sky.

Another convention that I noticed in the genre was the use of a short review and rating from a writer about the album or artist which I thought was a good convention to use in my own advert as it describes the album positively and so may make people more likely to buy the album if it was in fact in a magazine. I did not find use of this specifically from Rizzle Kicks so it is slightly challenging the conventions of the artist.