In what ways does your media product use,

develop or challenge forms and conventions of

real media products?By Anissia Abbott

Straight forward narrative

Our music video: • Challenged convention – We decided to

go against the convention and challenge it by not having a narrative at all. This allowed the focus for the video on the artist and to illustrate our star persona for her and who she is.

• Narrative of shots – the shots within the music video have its own story. With different locations and times of day, it shows the story of the video.

Mainstream music video from the same genre: Kelly Clarkson – ‘Because of You’

• Used the convention – In Kelly Clarkson’s ‘Because of You’ there is a clear narrative story line under the song. We see a younger Kelly going through things as a child and not wanting that to happen to her child.

• Clear narrative – Allows the audience to be able to relate to the artist more as it has happened to them and also the song mean more to them.

One of Goodwin’s 6 points for music videos is Genre Conventions. The genre of ‘Just Live’ is a mixture of ballad and pop, with conventions from both of the genres. A conventional music video of the genre has a narrative about the artist that the viewers can relate to.

Editing on the beat

Our music video: • Used the convention - We have used

editing on the beat in parts of our music video, to keep the interest of the viewer and to follow the convention of all music videos.

• Editing on the beat – It has brought some fun to our music video. The shots in the images above were edited on the beat which looks effective and makes the editing the same speed as the song.

Mainstream music video from the same genre: Rihanna – ‘Unfaithful’

• Used the convention - Where visuals have been edited on the beat, the pace of the song has changed so is echoed in the visuals.

Another genre convention of all music videos is editing on the beat. Every music video that is produced has editing on the beat no matter what the genre. This allows the pace of the song to be mimicked in the editing

Split screen

Our music video: • Challenged convention - We decided to go

against the convention of simple fades and transitions and challenge it, by having spilt screens and creating different shapes with them not just 4 squares.

Mainstream music video from the same genre: Little Mix – ‘Wings’

• Used the convention – In Little Mix’s video they have used split screens and on the beat of the song they move anti-clockwise.

• Inspiration – We took inspiration from the video ‘Wings’ to make our video more interesting.

Editing techniques are used in every video with certain techniques in different genres. In ballad/pop videos the editing is simple with transitions and fades.

Change of costumes

Our music video: • Used the convention – in ballad music

videos the clothing is quite clam and not too bold and in your face.

• Challenged the convention – However, we have also challenged the convention as in many pop videos the artist is expressed through her clothing. We have wanted to keep our artist low-key in clothing to go with the clam lyrics of the song.

Mainstream music video from the same genre: Rihanna – ‘Rude Boy’ [pop]

& Rihanna – Unfaithful [ballad]

• [Rude boy] used the convention – pop music videos the costume is very minimal and wild style.

• Star persona – shows Rihanna’s star persona to be wild and out there.

However, another song of hers ‘Unfaithful’ that is more of a ballad shows a completely different view of her.

• Used the convention – simple costume (all black) focus is on the song and what is happening in the narrative.

Artists of the same genre wear ‘casual’, everyday clothes that viewers would wear every day.

Close ups and Extreme Close ups

Our music video: • Used the convention – brings across the

emotion of the artist and of the song.

Mainstream music video from the same genre: Labrinth feat. Emeli Sande – ‘Beneath Your

Beautiful’ • Used the convention – close ups of the

artist have been used to show and bring across the emotion of the song.

Convention of pop music videos are extreme close ups and close ups of the artist, this creates the look of the artist and the star persona of it.

Change of locations

Our music video: • Used the convention – We had many

location changes that is conventional of the genre.

• Locations – all the locations are well known places that everybody would know and be able to relate to.

Mainstream music video from the same genre:Beyonce – ‘Halo’

In the genre of ballad/pop, it is conventional to have many location changes.

Voyeurism

• http://www.youtube.com/watch?v=eAfyFTzZDMM

Christina Aguilera ‘Beautiful’ • The song is saying ‘don’t look at me..’ but

with the shots used we are being made to look at them.

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