Content:1.Did you use, develop or challenge

conventions2.Linking to Vernallis’s theory3.Linking to Goodwin’s theory4.How I followed the conventions etc5.Video- Real example6.Ancillary- Real example7.Conclusion

Conventions of a Music VideoWhen selecting a song for music video we had to see which genre the song was and if it suited performer etc. This is why we chose the pop genre because we thought it would be easy to replicate the conventions of the pop genre. These are just some of the conventions of the pop genre:

Performance: Pop music videos are mainly based upon performance. Pop music videos are almost completely focused on the artist and no one else therefore performance is key.

When creating our media products we have always tried to implement the

form and conventions of the real media products. In the beginning we

learnt about Carol Vernallis’s and Andrew Goodwin’s theory. We also

tried to implement their theory's into our media products and make it

relatable to the conventions of the real media products. Overall I would

say that that we used the conventions instead of challenging it.

There have been many different videos and artists who have influenced us to some extent for our music video through mise en scene, camerawork, editing and sound. These are just some of the artists and their music videos which inspired me:

Eliza Dolittle: Walking on water

Pixie Lott-  Lay me down Ellie Goulding- Burn

This album cover of Pixie Lott gave me some sort of idea on how to design my digipak. These artists and their music videos gave me ideas for my music video due to their design and the concept of their music video.

Inspiration for my Music Video

These artists and their music videos gave me ideas for my music video due to their design and the concept of their music video.

Sam Smith- Stay with me

Vernallis’s theory states that there are 4 key concepts that all relate to the way a music video

is manufactured; these concepts are: NarrativeEditing

Camera Movement and FramingDiegesis

Carol Vernallis’s Theory

Vernallis's also says that music video should have Slow motion, Jump cuts, Base tracks, and Editing to the beat. We followed all the conventions vernallis’s theory states.

Goodwin’s Theory

In our music video we tried to follow some aspects of Andrew Goodwin’s theory of Amplification. We followed this theory as we thought it would be suitable as the song we selected was from the pop genre therefore, everything has to be loud colourful etc this is why we though amplification would be suitable for video.

To use Goodwin’s theory of amplification we tried to amplify through the locations and artists choice of vibrant clothing.

Example of Goodwin’s Theory

To go with Goodwin’s theory we made our artist wear colourful clothing and the location is also vibrant. This goes with the convention of the pop genre and works with Goodwin’s theory.

Also another theory of Goodwin is thought through beat

HOW CONVENTIONAL IS YOUR DIGIPAK AND ADVERTISEMENT ?

From the digipak you can see clearly that is is very conventional and the color used corresponds to the pop genre. For our media products we decided not to challenge the conventions of genre of the video because we thought it would suitable if we were to duplicate it because the pop genre has to be colorful etc, therefore we thought the best thing to do would not to challenge this type of genre.

Conclusion:

Overall I would confidently say that I used the codes and conventions of the pop genre. We tried to use colourful locations and tried to use as much colour we could implement into the music video. We also made our artist move around and try to put in some dance moves because the conventions of pop genre consists of fun, vibrant and sometime dance routines.