Kane Anson's Evaluation Question One

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

During the creation of our music video for good shoes' 'ice age' we always had one main aim for the final product,and that was that it would be accessible to one prime audience. This audience we chose was to the 'indie' teenager to early adult,student years.

To do so we decided to create a more unconventional style of music video. We gathered that as the music video is such a widely used media platform and promotional tool that our idea's would not always be fully original and was widely like to have styles that would have been used over and over .

We decided to utilise on the 'digital age' and create a video which would create a cult status on a next to nothing budget (in comparison to the current MTV age of pop stars releasing videos worth hundreds of thousands of dollars with minimal effect) in similiar styles to that of bands such as OKGO and Tyler the Creator ,two artists who created massive buzz on singles through a simplistic but smart music video with next to/no budget .

The majority of the viewing of the video we created would be online through sites such as Youtube and Vimeo,but it's style would also be suited to the appropriate indie TV stations such as NME tv,MTV2 and late night Channel 4. these are platforms in which a more alternative,quirkier side to music is given an opportunity to be shown to a wide spread audience away from the internet.

Our video challenges the most usual set ups of the standard music video as it features only minimal band performance time (Once and the introduction and second during the final 20 seconds) and doesn't run through a conventional plot. The video's use of different television shows could confuse a viewer who is not aware of the show that is currently being made a pastiche.

These show a clear sign of post modernism in which each small TV pastiche is only made amusing and interesting by the viewers prior knowledge to each show. This is similar to artists like Fake Blood's interpretation of glossy glamorous QVC style presenters as shown previously in an early blog post, and Lil Wayne's most recent music video,taking clear influence in its direction from the film Inception.

I feel like our music video for 'Ice Age' would create a popular response due to the videos fun nature and the approach we took to create an interesting visual for the song,but not let the visual overshadow the song which is the singular selling point. The video has no set in stone genre as the concept could apply to any song with vocals that has ever been created,but fits extremely in the terms of indie music that's prior audience is 16 to 25 year olds. This is as this kind of fanbase will always take interest in the music video as an art form despite live music and records always being most important.