Evaluation Q1: In what ways does your media product use, develop or challenge forms and conventions of real media products?

For our music video we produced an up beat energetic and lively video to go with our selection of music which was 'Love Me Again' by John Newman. We had to apply existing conventions of the dance/pop genre for it to look like a convincing and high quality music video.

After we had researched a number of different music videos within our genre of dance/pop, we found that there were many features and conventions which were all common throughout the music videos we analysed. For example, the use of bright colours and movement. We certainly incorporated this into our video right from the beginning to the end. Our main motif was the use of bright powder paint which we used to create a dramatic powder paint fight which combined with the movement of the people and the powder paint which created that dance/pop genre effect.

Another convention and feature that we saw in most of the dance genre of music videos was that there were relationships involved within the visuals. When we researched the videos we found that the relationships where more meeting in a club and having the night together and being presented in a more reckless way. We wanted to create our twist on this so we did not want to show this reckless behavior within relationships but instead we wanted to show true love and we showed this with a young couple who were arguing over something real in their relationship.

Finally, we wanted to create a twist on another feature usually found in dance/pop videos, We found that usually the teenagers would be associated to alcohol, drugs and partying and weren't grown up yet. We changed this and created a more light hearted representation of teenage life by using the powder paint to represent all of the alcohol, partying and drugs.