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

A music genre is a categorical and typological construct that identifies musical sounds as belonging to a particular category and type of music that can be distinguished from other types of music. When picking my track I took in to consideration of how the genre of my music would work within a music video. Paolo Nutini has been categorised into the following genres folk pop, blues soul and electric folk, reasoning for this would be the style of his music, set in swing grooves, and the use of interments such as percussion instruments, different types of flutes, the bow and different types of trumpets. All of these contribute to creating this folk feel, but the artists roll is to fit in with the genre with clothing and vocals ect. Paolo Nutini’s clothing and style falls into the spring collections with checked shirts, cord trousers, deck shoes and so on.
The music video my partner and I have created contains generic textual features of a music video. From researching Andrew Goodwin and Steve Archer (seen earlier in blog) I have selected certain sections of their research which relate to my music video. We based our music video on a narrative and performance idea, with our main character singing a story in the performance roll, playing acoustic guitar, singing and dancing. The narrative side to the music video was the story he told was visually linked to the audience though images linked with lyrics and the music. Camerawork was important within our video due to the style of our main character, as said earlier the style of folk and Paolo Nutini is very unique to a lot of close ups are used to capture his outfits, his iconic hat, attractiveness and confidence of the singer. Editing the video was difficult due to the tempo of the song we has a great deal of fast editing to do, most folk songs videos flow smoothly or jump to the melody, we chose to use both of these in our music video and create a real groove throughout.
Wanting the audience to fall in love with our video we had to create an aspect of the video that would pull people back to re-watch and really get involved with the music and feel of the artist. This lead me to the Encoder and Decoder Model, encoding a message into my video where I could really show my creativity was restricted due to the decoder not understanding the meaning of the video, Putting myself in the decoders shoes I worked backwards on what I would understand from the video and how much I can twist the story line before the meaning of the song became complete lost within the video and made no sense. I feel the way the music video has turned out it has worked well. After asking friends and family to describe back to me after watching the music video what the meaning of song and video was trying to portray the ideas which had been thrown back where similar yet they all had their own interpretation of what was going on.
The idea of pushing boundaries and creating something new was exciting, yet we were still restricted from being too creative otherwise we would lose our genre characteristics. Conforming to one of Paolo Nutini’s most discussed performance issues was the when he would sing certain words his lips would almost seem as they were not moving, we have taken this on board and used in the end section of our music video. We have also stuck to the themes of autumn based videos appropriate editing and structure of a folk music video.
The Music video created was successfully challenged the conventions of a typical folk video by stretching the story line, creating diversity with in the video, using unknown intertextuality by conforming to the idea of a traditional love story but throwing the twist in, this can link to several films such as, note book, p.s. I love you and love actually. Sticking to folk styles and dress sense I feel this video has cast out a successful feel and viewing feed back has been flourishing.