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

The genre I picked for my three texts was Drum and Bass/Jungle; a fast paced beat with reggae lyrics over the top. The genre I picked has an audience of mostly teens and young adults (16-25) as it can be seen as quite aggressive music.

 In my video, I followed conventions of a typical DnB video; fast pace editing, lots of cuts and setting which may seem quite urban. I looked at a few other Congo Natty music videos and found the use of low quality clips make the video seem authentic and I tried to replicate that in (some) of my shots. Above is a music video by Congo Natty and on the right is how I tried to replicated an old style look by using different filters on Adobe Premiere elements.

The urban locations I used sticks with Jungle conventions; one of the lyrics from 'Junglist' is 'From the Hood I came, and too the Hood I must return. I used an underpass and ontop of a carpark as well as more private locations like my friends Teepee which he has in his garden, which gave a rugged backdrop I thought suited my music video.


Another convention of a jungle music video, is that there is a lot of smoking!! The 'rastafarian' image which is given off compliments the reggae lyrics, so I tried to include seens of my actor too make it relate more to a Jungle music video.

Another convention when it comes to camera shots would be how things go in and out of focus; usually zoomed in close; this adds a more homely quality to the video; I added this to my video in the first clip when I show the record spinning.

DIGIPAK AND MAGAZINE ADVERT

I kept my digipak conventional by using a template for a cd case; i kept it sleek and professional with a limit colour palette (blacks, greys, greens and reds), I did the same for the magazine advert which i explicitly had looking similar to the CD cover too attract more attention to my product. When designing the cd cover I looked at traditional jungle records and tried to make it look similar to that of a real one; keeping it text based and keeping the fonts similar, its simple but sleek and stands out.

The magazine advert was made using the same image as the cd cover creating an explicit link between the two. The actor wore baggy cloths and had his hood up making him look more street.