Evaluation

'In what ways do your media products use, develop or challengeforms and conventions of real media products?'
Research into punk rock genre found punk rock music video’s tends to be edgy and often feature anti-establishment lyrics or political lyrics. ’21 Guns’ by Greenday is an example of a music video which I viewed during the research stage which could be interpreted as a music video that incorporates a political message through lyrics. 

A 21 Gun salute is given to a fallen solider in the USA and the song could be a political statement about the casualties from the current war in Iraq. However, only a 1/3 of those asked in our audience research said they wanted our music video to feature anti-government or anti-society messages therefore we chose to challenge this convention.

 In our music video we do not include any references to government or society though lyrics and the message of our music video could be that the underdog always wins in the end. I feel the message in the music video meets the needs of our audience although, it challenges the conventions of real media products.

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First class killer - song lyrics

I remember the words I was told as soon as I spoke of her

You better not she’s a first class killer She’ll take you down as I’m sure

My heart in chains (chains)

Just let the rain (just let the rain)

I couldn’t stop myself to say.                                (Full Lyrics found on Blog)

Furthermore, we used and developed the convention of black costume being worn by punk rock bands. In ‘Town Called Malice’ by The Jam dark costume is worn by the band 

however, in our product we decided to highlight the lead singer by not putting him in dark costume. This enabled the audience to identify with the roles within the band and also it did not sway too far from their expectations. Additionally, our research findings found according to psychographic segmentation our audience were aspirers and wanted to relate with the band so we chose to leave the remainder of the band in dark costume. Showing the band in dark costume allowed the audience to relate to the band because their identity appears to be viewed as a collective.

I found punk rock music video tend to feature straight cut edits in order to maintain a high pace and aid continuity for the audience. I think this editing technique is effective because it allows the audience to be closely involved in the music video. In ’21 Guns’ by Greenday at 0:18 seconds there is a straight cut from a mid-shot of the female character to a close up shot of the lead singer.

The use of this straight cut provides a contrast to the characters and situation highlighting the video is a performance narrative. In our music video we used straight cuts also to be influenced by our research, at 0:10 seconds there is a straight cut from a mid-shot of the band to a close up of the lead singer. The straight cut asserted to the audience he was the band leader and it aided continuity.

 It could also be suggested according to McQuails uses and gratifications theory the straight aided personal identity because the audience were able to relate to the band from shots used.

Furthermore, I found punk rock music posters tend to use black backgrounds. Here is an example of a punk rock band’s poster with use of a black background.

Here is our product

Black connotes mystery and I believe it is an effective colour to use raise audience interest. Our research findings show audience felt advertisements raised their interest in a product and I feel using a black background achieves this. Therefore, we chose to conform to the conventions of a punk rock poster.

Moreover, I have found representation plays an important role on a punk rock poster it enforces a message to the audience. 

This representation could be interpreted it plays on the dominant ideology of teenagers depicting them as ‘trouble’ due to the intimate embrace. Due to realisation of representation on posters we chose to challenge the dominant ideology of teenagers on our poster.

The use of the close up shots of the head show the band have nothing to hide and they are innocent and it also enables the audience to grasp a sense of personal identity. They are able to view themselves in the band members who are laid bare to the world.

Furthermore, our researching findings found audiences prefer to view the band/artist on the front cover of a digi-pak. 

From further research I found it is not a convention for a punk rock band/artist to feature on the cover of a digi-pak however, we decided to feature our band on our digi-pak. We believed it was significant to cater the needs of the audience because there our intended demographic and we want the product to appeal to them.

This is our finished digi-pak.

The band are looking directly towards the camera and punk rock artist Avril Lavinge is seen doing the same in her digi-pak, this draws the audience into the product.