My media product uses, challenges as well as develops forms of real media products. This is done through various techniques we have used and links into the narrative of the music video which doesn't have all the expected conventions of a dubstep video, it may challenge via conventions whilst using typical conventions

which are known to many dubstep videos.

Question 1: In what ways does your media product use, develop or challenge forms and conventions of real media products?

My media product uses conventions of real media products

My media product uses conventions of real media products, this is shown in the music video numerous times. The way in which my products uses these conventions is through the miseen scene. The mise en scene is urban, surrounded by street life in a city centre, usually where Dubstep videos are videoed, sub-urban areas e.g. Skate parks, clubs, nightlife locations, streets. In consideration to the location, the techniques used in my music video where those of real media products, the techniques used when editing were quick shots that were in time with the music, to keep up with the tempo of the music, dubstep is known for its fast edits and changes from scene to scene (e.g. From an urban area to a more secluded woodland location). In addition to this, flashing lights of when the character is stood looking ahead into the city were used, this particular convention is usually associated with the ‘drop’ (just as the music is about to kick in and there is a gradual change in the beat as it increase). Strobe lighting effect in this particular video was used more in association with the visuals to make sure it was in sync but taken out of norm, because Dubstep videos tend to carry the strobe lighting effect throughout most of the video whereas ours is for about 3 seconds.

Use of Iconography

Our urban area choice is similar to the one used by “Pumped up kicks”. A dubstep artist, although Pumped up kicks has a video which uses the same location throughout the whole video, we took ideas by using the same iconic features as they used, e.g. Check shirt and high top trainers, to symbolise a more urban character.

This form of dress style and location is typical when conducting a dubstep video, because of the high tempo of music and it usually being associated to club music and used in raves and other festivals the audience tends to be a lot younger, relating the younger audience to a more fashionable and ‘up to date’ audience which follows new trends.

Music and visuals

In the video we wanted to create a sense of timing and have the music amplified through the lyrics. This is the reason being behind the whole effect of strobe lighting and keeping the switch over from scene to scene or shot to shot in sync so everything fell into place. Especially with it being a dubstep video we had to keep the beat in time with what was going on screen. We differed through the pace of the music, an example of this is at the beginning when the video begins the music is quite relaxed as in the beat isn’t too quick, this is where we have shots that last for a longer period of time, whereas when the tempo increases we have more shots and few clip duration. We also manipulated the ending of the video to become more relaxed, as the music gradually decreases into a calm state, the use of night shots become frequent and the clips tend to extend in duration.

This however links into the Pumped Up Kicks video, because their main character is seen dancing through the music video. At the beginning he is sat on a bench whilst the music's beat is low, so there is less beat and more free flowing sound, as the beat begins to increase the character stands and begins to dance in accordance to the beat of the music so it is in sync, amplifying the movements to the tempo of the music and how it seems to revolve around him. Only when the tempo increases so do the fast movements of the character, likewise for when the tempo decreases so does the movements, the duration differs according the tempo

My media product develops conventions of real products

• My media products develops forms of real media products, whilst using the typical it also mixes them both developing a relation between two different styles. A dubstep video consists of one main location and areas around it, whereas in my music video we used two opposite locations, e.g. Woodland area and Urban so it can link into the narrative effectively. Seeing as the videos narrative represents loneliness, the idea behind the woodland area and the character being by himself reinforces his loneliness. The narrative towards the end becomes obvious that music is seen to be a gateway to conform human loneliness, by taking conventions and advancing in areas to produce a mix between a simple dubstep video and a more location based one helps us make our video stand out because of its unusual scenery.

My media product challenges conventions of real media products

• My media product challenges conventions of real media products. This is shown in the lyrics and the obscure narrative used in a Dubstep video, because it has used the narrative of a lonely character and the lyrics which genuinely repeat “You don’t like me” it suggests that there is a disruption in the characters love affair with someone. This particular convention isn’t common in dubstep but tends to fall under other genres such as R&B which associate with lyrics that link in with relationships or a particular sex. Throughout the video the interpretation of what the narrative may be is one for the audience to make, although the emotions are clear throughout the video with the close ups to represent facial expressions the finalisation of the narrative becomes clear when a quote regarding loneliness appears.

• Dubstep videos tend to associate with clubs and raves, whereas the topic of loneliness and love may not come into the equation but is touched on slightly. By solely basing the music video on loneliness is a key aspect that makes our video challenge conventions. With dubstephaving a nach for listeners to be able to dance to, this video challenges the conventions with the mellowed tune before the end.

Examples of challenging

This particular quote at the end of a dubstep video is out of the norm and doesn’t associate with dubstep videos.

The broken heart text message suggests affection and when the genre represents dance and club music the whole idea of love is a contradiction, whereas love would associate with more calm music which would reach out to a more sensitive audience

The reasons why these shots challenge the conventions is due to it not being the typical conventions in a dubstep video, this is how the video has transgressed the limits of dubstep and challenged the real conventions