EVALUATION QUESTION 1In what ways does your media products use, develop or challenge forms and conventions of real media products?

CONVENTIONSSo what's the purpose of a music video? – Mainly to sell, Sell, SELL! Artists do this in numerous ways through ways such as promoting the song as well as the artist.

What are the conventions of music videos? – A videotaped performance of a reordered popular song, usually accompanied by dancing and visuals images interpreting the lyrics

What genre convention did we work in? - hip-hop/dubstep genre. We looked at this genre convention in detail as it was the genre which our music video was. We found it more interesting to work with due to it being a mix.

• Acts – usually within hip-hop videos you would normally find some sort of act, this is usually used to draw the audience in

• Locations – usually link to the lyrics or have some sort of understanding of what the song will be about

• Camera work – A wide range of shots from close ups to long shots etc.

• Costume – flamboyant, casual or the a cross between the two

ANDREW GOODWIN

Andrew Goodwin theory (Dancing in the Distraction Factory) states that music videos do not follow the usual narrative structure that is usually used in films. The artist or band in some genres can be both narrators and

characters within the video

This allows the music video to break the fourth wall which is seen when the viewer sees the artist singing directly to them as if they are literally performing it only for the viewer this is used to make the viewer seem as if they are somewhat involved within the performance. 

There are signifiers within certain genres which the viewers will expect to see in a music video an example would be how women would be dolled up just to draw the viewer in. Music videos are as illustration, amplification and disjuncture.

Within my music video KIM – After Light we have a mix of amplification and disjuncture• We used disjuncture as the our music didn’t tell our story following the lyrics, it

was more of the artist with the skaters and the dancer having fun and relaxing.• Also, we used amplification in this as we have an amplification of lights within our

music video through the locations, light up record and the use of sparklers.

Within the video homecoming West

follows the narrative of

amplification.

CAROL VERNALIS

Vernalis' watches music videos to understand the use of camera  and editing throughout which she understood that editing was used more than in films. Both these components add to the effect of the video to emphasise it, mainly through cutting to beat. 

The rule of continuity is used in TV shows which music videos don't really follow, this allows the audience feel as if they are part of the performance. Jump cuts are probably the most popular within music videos as they're used to keep the structure and entertaining within the video also due to how short music videos usually are. Also, the camera may be used to move in time with the music, follow or track etc. to add to another effect such as movement or distortion.

Base tracks – so we didn’t have to

continuously carry on filming footage for the music video to get really good footage in other

locations

Eye contact – our artist KIM

constantly had eye contact as the

audience feel as if they are being sung

to

Camera work – we used this to track skaters as well as

our dancer, we also used the camera to

get a variety of shots such as

angled shots and close ups

Editing – the use of add strip bars, filters, fades, blurs etc.

STYLISTIC EDITSBritney Spears uses strip bars within her music videos in a clever and unique

way by widening them as something big seems to happen within the song. We thought this was a good idea but instead of a specific part we used it throughout the whole music video to add an extra effect of emphasis

throughout. This was also used with AlunaGeorge’s – Attracting flies, both of these artist’s are from the same/similar genre as our artist and we wanted to

related back to them.

OTHER EFFECTS

Other effects which we used were blackouts and a blacked side fade throughout, except for the part of where the locations are shown. The use of this is to show off the artist/dancer/skaters in conjunction to the strip bars. Also, the use of them goes back to the genre as AlunaGeorge uses

them in her music video Attracting Flies to show off her as an artist.