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

Answer in text form

In order to meet my audience’s needs, I made sure that I researched into both the genre of drum and bass and also the band Chase and Status itself.

In my ancillary task, I used the convention of a simple colour scheme, seen often in Chase and Status’ CD covers. Their ‘Pieces’ EP involved shades of green, while their ‘Blind Faith’ EP used yellow. In my digipack, I used yellow, black, and white. This met the audiences needs by maintaining a style that they are accustomed to.

A second way I used conventions in my ancillary task was by taking a single element as a focus. In my production, this was the rabbit as it is the most unusual and memorable aspect of the video. Chase and Status often use a single focus for their EPs too. For ‘Pieces’, the element is a shatter effect to match the song title. For their ‘No More Idols’ CD cover, they have the focus of a bulldog.

I also used conventions in my music video. I did this through the narrative of alchohol abuse. This is conventional as drum and bass videos often revolve around teenage life as this is their target audience. Teenage years are the time where most young people rebel and consume alcohol.

I have developed my footage through the reversal of the vodka shot to connote the protagonist’s attempts at recovery. It is a shot used before in the music video too and so is recognizable to the audience.

To challenge conventions, I have heavily edited the footage in my music video through light rays and the RGB balance. This is a challenge of Chase and Status’ videos as they are often simple and do not heavily feature special effects. I challenged this convention because it suited the fantastical nature of my narrative.