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

I believe my music video, digipak and advert both use and break the conventions of the indie pop genre. It uses the conventions through the use of camera angles, editing and misc en scene particularly lighting and costume. The indie pop genre generally uses a wide range of camera angles, but usually focuses on the singer/singers with many close ups. The editing is usually fast and smooth and the lighting also tends to be bright. Also costume tends to be colourful and edgy. A music video I was inspired by was Lily Allen - LDN.

As you can see the camera angles are conventional of the indie pop genre as there are many camera angles and a lot of close ups, as the main focus is the singer which is similar to our music video. The lighting is bright as seen in our music video. In terms of editing there is also a lot of repetition which emphasises the pop side of the genre. Furthermore the costume is very similar to Aimee Star's in the video and is also evident in the album cover of Alright Still the debut album from Lily Allen.

 This style of wearing dresses with converse is also portrayed in the original video to Oh No! by Marina and the diamonds:

 

This costume would directly appeal to our target audience as it is edgy and different, celebrities such as

Kristen Stewart and Scarlett Johansson who are seen as style icons have worn this in the past, so our target audience would be familiar with this look. The fact that the look is edgy and different follows conventions of the indie pop genre. The costume changes between verses is also conventional to our genre which is seen in the original video of Marina and the Diamonds - Oh No!

Our video also broke the conventions of the indie pop genre with some of the locations for example the scene where Aimee Star is singing into the microphone, using a microphone in an indie pop genre is rare and is more conventional to the pop or r'n'b genre.

The animated words in our video is a convention of the indie pop genre seen below, in the videos of Mystery Jets ft Laura Marling - Young Love and Kate Nash - Doo Wah Doo and in our video.

We have also followed the conventions by using the green screen which can also been seen in the video of
Two Doors Down - Mystery Jets:

Here are some images from our video which show green screen in use: