Django MEDIA not serving despite configuration

Question

I know this is a prevalent topic, but I still have yet to find a recent answer that helps. I have setup my dev environment to serve MEDIA in what I believe is the correct way, but images are still not resolving. Paths being return propery in template, but I believe the issue is with URLS.PY? This is my settings.py:

if DEBUG:
    #For local
    STATIC_URL = '/static/'
    STATIC_ROOT = os.path.join(BASE_DIR, 'static')
    MEDIA_URL = '/media/'
    MEDIA_ROOT = os.path.join(BASE_DIR, 'media')
    if DEV:
        MEDIA_ROOT = os.path.join(BASE_DIR, 'media')
        MEDIA_URL = '/media/'
        ADMIN_MEDIA_PREFIX = 'http:/127.0.0.1:8000/admin-media/'

This is the template itself (attached image is the rendered template itself, which seems correct):

<div><img src="{{MEDIA_URL}}products/{{product.filename}}"></div>

This is my primary URLS.py (top level, not application specific, but I've added this line in the app specific one as well):

urlpatterns = [
    url(r'^', include('drivel.urls')),
    url(r'^admin/', include(admin.site.urls)),
    url(r'^tinymce/', include('tinymce.urls')),
] + static(settings.MEDIA_URL, document_root=settings.MEDIA_ROOT)

What am I missing? I am down to the wire and can't seem to get this going. I also am open to recos for the production site as I'm new to Django and best practices in production.

Environment is Py 2.7, Django 1.8.

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