TASK 1 In what ways do your media products use, develop or challenge forms and conventions of real media products?

Overall I would say that our music video generally conforms to the forms and conventions of music videos that come out of similar genres as ‘Let You Go’. In terms of shot choices, we really went for what seemed appropriate and it just so happened that we felt little need to challenge the general forms and conventions of real media products.

Our choice of Mise en Scene went to identify particular groups of people (i.e. the youths and the ‘suits’) in relation to what typically identifies that particular group to an audience and was therefore conventional due to the fact that the forms and conventions are exactly what makes these groups identifiable in this instance.

Editing primarily focussed on fast pace straight cuts in order to create a sense of energy and excitement throughout both the performance and the narrative elements. Therefore it is fair to say that we used the forms and conventions of editing found in most media products in this area.

This shot is an example of how we have chosen to stick to the typical music video conventions in terms of our representations of youth culture. The drum and bass genre as a whole generally depicts youth culture as rebellious, fun loving and powerful in that they won’t be stopped by what society says is appropriate. The bottle of wine (in context with the powerful stance of the youthful character) is just one classic representation of the ways in which most modern youths enjoy themselves. This appeals to our target audience due to the fact that they are the same fun loving, rebellious youths that we represent in a good light (at least to this target audience).

            Shots such as this aim to be accurate in terms of how our target audience would like to view themselves and conventional props, combined with conventional camerawork and editing support the image that we wish to get across and that they want to see.

This is an example of a typical continuity shot. These shots are used in most music videos that involve any kind of extensive narrative, such as ours. We used these because by having them we were able to give a fast pace, yet clearly understandable sense of movement and progress within the narrative element of the video. Without the presence of continuity shots, it would have been difficult for us to present movement of both people and objects in a way that didn’t confuse the viewer. The main reason that continuity shots are conventional in almost all videos is because any action that changes the position of characters or props or even changes in set can move together with fluidity, making the video more enjoyable, as well as appearing more professional to watch.

Therefore in this instance, we not only heavily conformed to the conventions of our particular genre of music video, or even of music videos in general, but to the editing conventions of film as a whole.

This shot is just one example of the many conventional shot choices that we felt gave the most overall aesthetically pleasing appearance to our music video. This particular shot is known as a ‘two shot’ and allows us to focus on the action of the drummer, while still keeping the sense that the whole band are playing as one with the presence of the DJ in the background. This was particularly important to our video as our target audience (rebellious and music loving youth culture) arguably place great significance on the creation of good music and the intensity of live performance with real bands playing together.

            It could perhaps be argued that we have ‘adapted’ typical media conventions with shots such as this due to the fact that the action, i.e. the focus of the shot is taking place within a cage and the camera is filming the action from the outside with the wire not in focus in order to give the shot a more full and aesthetically pleasing appearance for our target audience who will largely appreciate the urban and ‘hardcore’ feel that this gives to the video, paralleling the star image of our band.

This shot can be interpreted as an example of the way in which ‘the tables have turned’ during the course of the videos narrative, in that the youths who were symbolically ‘caged’ by the oppressive older generation have now physically caged them. This turn of events, with particular regard to the visual impact that it has, appeals conventionally to our target audience because it is essentially a representational empowerment of their position and potential ability to make what they want of ‘their’ society. So to that end it can be seen that this shot conforms to the generic conventions of the ‘drum and bass’ genre.

Also, the use of brighter colours as well as more smoke is used in order to visually show the intensity of the events rising until the climax at the very end. I would say that this is a conventional use of lighting for a music video of any genre.

   This handheld overhead shot is conventional in the sense that it allowed us to show almost the entirety of the DJs equipment, which for this genre of music is of great significance to our target audience. The overhead shot is reasonably widely used in drum and bass videos; however this is often in order to show an audience within a live situation, it is therefore arguable that we have adapted this common convention in order to suit our video to both our storyboard and what our target audience would find entertaining to see.

Much emphasis is placed on the role of the DJ throughout the music video due to the fact that the decks can be seen as the key instrument/ tool for creating music of this genre. Also, it can be argued that this is the most relatable piece of equipment to the widest area of our target audience.

Much of the video is set in urban themed locations. Firstly, this is because the star image of SMAK is supposed to be ‘real’, urban and ‘grimy’, and subsequently this is the kind of image that our target audience would be attracted to. This kind of stylistic choice and image is typical of and therefore conforms to the majority of music and many of the music videos within this genre, however we felt that there was little need to adapt too far or challenge this convention as a result of the fact that the image fits so well with the music and the target audience for this is easily marketable.

Shots such as this contrast with the rather ordinary shots of the older generation following them to show how the youths are far better suited and equipped to deal with the streets, a concept that has been conventional for a very long time.  

Our digipak cover is perhaps the most conventional element of this project.
The album cover is very stylistically similar to (but by no means identical) to that of ‘chase and status’, (the real artists of ‘let you go’). In order to conform to the traditional urban and ‘underground’ image of both the artist and the track, we decided to present a cage fighter, with particular emphasis on the wraps due to the fact that this is a sport that is widely controversial and relates to our target audiences sense of danger and rebellion.

SMAK is hypothetically signed to ‘badsketa records’ who are a record label specialising in both underground and drum and bass music. As well as this, the album cover conforms to traditional media conventions for this genre, this can be seen by researching other drum and bass music.  

Task 2 - Richard Dyer's theory of stardom - SCRIPT - How effective is the combination of your main video and ancillary products

Image is something which is very important to everyone today, seeing as it is reflected so greatly through music videos and promotional posters. Music fans follow the fashion and values of their favourite stars, whether it be someone like Lady Gaga who's extreme style got her so well known, or an artist such as 50 cent who has a rebellious, violent and self indulgent image and lifestyle which many teenage boys wish to follow. This makes artists marketable and appealling, as fans wish to copy and follow the way their favourite artists dress and behave. As we are shown in Richard Dyers theory of stardom. The term ‘star’ refers to the semi-mythological set of meanings constructed around music performers in order to sell the performer to a large and loyal audience. Dyer teaches us that ...


•A star is an image, not a real person, that is constructed out of a range of materials, usually through video or promotional posters etc.

•Stars are commodities produced and consumed on the strength of their meanings.



Fundamentally, the star image is incoherent, that is incomplete and ‘open’. Dyer says that this is because it is based upon two key paradoxesthe first paradox is that the star must be simultaneously ordinary and extraordinary for the consumer. This means that the star maust have the same emotions and all round being as the audience however, are some what 'god like' forcing us to believe that there is something special or extraodrinary about them. The second paradox is that the star must be simultaneously present and absent for the consumer. Therefore the audience should feel as if the person is around them for example, through posters or through the television. However it is a pereson who we will never have a physical connection with, because they are of course, god like and we will never cross paths.



The incoherence of the star image ensures that audiences continually strive to ‘complete’ or to ‘make sense of’ of the image. This means that the audience will buys merchandise and memorabilia for this artist making them feel as if they are closer to the star and getting to know everything about them.



Stars depend upon a range of subsidiary media marketing, such as, magazines, TV, radio, the internet – in order to construct an image for themselves which can be marketed to the appropriate target audiences. For example, Adele uses simplistic and ordinary pictures as she is very much so focused on her talent, not her sexuality or physique, whereas another artist such as Britney Spears uses semi naked pictures of herself on her posters as she wishes to gain sex appeal from a male audience usually because her music is about female feelings. Thereforee this type of marketing allows records companies and artists to broaden their target audiences and gain a larger following all by the way in which they portray themselves.



There are many elements in our video, digipak and promo poster, which highlight other elements of our band star image. Due to star image being of such high importance in the industry, we thought that we could represent this through the costume. Firstly, in terms of physical image, our band and actors are all wearing the stereotypical track suits worn usually by 'chavs', in dark colours with the iconic Adidas strip down the leg. Our lead singer was wearing a black hoody with dark track suit pants. This is a typical urban and grime image, which we were striving for whilst organising in our per production. We wanted to create an urban, violent and gritty video, therefore we had to be sure the costume fitted, with both our actors and band to make it seem more realistic for audiences so they could possibly relate to it. This vviolentos boisterous theme was also represented through the narrative as towards the end a group of youths are shaking the cage which the suits are captive in. We wanted this to denote animalistic behaviour, to highlight a lack of class and education, therefore tapping into the psychological where we are able to recognise these people as barbaric. This was an image we wanted to portray as we want our audience to be of the same type stereotype. We also wanted the audience to feel challenged, as if they are not tough enough to listen to this.



Another element which we use our promotional poster was the boxer. Despite the boxer model, who has no relevance to the band or the video, we thought that is image could help denote some key values of our chosen band to make it more marketable. For example, the boxer has his fist clenched tight as if he is punching into the camera. He is wearing hand wraps, and a ring. The rest of his face and body is out of focus, which helps the audience to emphasise his fist and the ring. The fist denotes the strength and power of the band, also relating to my earlier comment on the barbaric violent image which we were going for as well. It also denotes that the band may have come from a tough background and up bringing, and the fist is as if they are fighting back at anyone who told the they would not be able to be successful or that they are making their way through the music industry with determination and strength with their fists literally clenched. This gives the band a very threatening and negative image, yet it makes them very marketable as people enjoy watching rebellion and following it. Therefore it will appeal to their target audience as they are real people from the same backgrounds who are relatable.



Both of these key elements make this bands image very marketable as audiences everywhere will have some recognition for this image and will follow it. Due to audiences being able to relate to this image and lifestyle as well, the will allow them to want to know more about the band and why they behave this way, following Dyer's stardom theory where the incoherence of the star image leaves audiences striving to finding out more information and trying to be the bands biggest fan, constantly competiting to be the best. This will benefit the record companies as the audience will buy merchandise of this artist to make other feel closer to their idols.



It is very clear there is quite a specific target audience. Despite being specific it is certainly not of a small spectrum. Specifically we were aiming our video and band image toward 16 to 24 year old males. However the audience becomes much narrower, more so toward 16 - 24 year old males with a criminal record, who are rebellious, from a poor, working class background, violent and who enjoy heavy drum and bass. Even the lyrics and beat of the song reflect the type of individual who would listen to it, due to its threatening and epic nature. However despite that being a very stereotypical and narrow audience, there are others which this could appeal too as well. Due to the image that our band is portraying throughout the narrative of the video where the youths are rebelling against the suits (authority) this could have some reference to students rebelling against teachers, children against parents, employees against their boss. This is all a situation we can relate too where we wish to over throw authority. Hence why this video portrays this image so greatly as despite the youths being naughty and rebellious, they are actually the protagonists, leaving the audience to believe it is 'cool' to behave like this, therefore portraying an image which is against typical positive values, this makes the audience feel as if they are breaking free and releasing any other emotions which they are holding back

Task 2 - Richard Dyer's theory of stardom - How effective is the combination of your main video and ancillary products