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

With reference to Goodwin's theory of music videos, our music video conforms to 3 of the 6 key points. The first key point, a connection between the lyrics and the visuals, is shown through the sections of the video which focus on the collage. The lyrics of the song mention a 'blonde haired lady' and so it was this we focused on when creating the collage. We picked out pictures of predominantly blonde models, and that the collage is of models relates to the basis of the lyrics being on women, and so therefore we can see that the video conforms to the key point of music videos of having a connection between the lyrics and the visuals.

The second key point to which our music video conforms is that there is a connection between the music and the visuals. This is shown in the parts of the song at 0:48 and 1:34 minutes in, where the effects applied to the shots change in time with the beat of the song. These edits help to reinforce the rhythm of the song, and give the video a greater feel of movement.

The video also conforms to genre characteristics of indie music video by placing an emphasis on performance. Much of the video shows Tom either singing or playing guitar, and as indie bands often want to distance themselves from genres such as pop, music videos from the genre will often feature the band playing instrument. Our video conforms to this with the shots based around Tom playing guitar.

Goodwin's key point of an emphasis on 'looking' is neither conformed to nor subverted from in our video. The male gaze is present in that the shots of the collage focus on models, however it is not done in a provocative or suggestive way as in many music videos. Instead it relates to the lyrics of the song and reflects upon past relationships, and so the key point of the male gaze is more developed than conformed to.

The video does not conform to Goodwin's other key points as there is no intertextual reference present, and the band is an independent one and therefore the video can't be subject to the demands of the record label, as they don't have one. However the video does place a fairly large emphasis on the performer, and so if they were signed to a record label, their demands would most likely be satisfied by this music video.