In what ways does your media product use, develop or challenge forms and conventions of real media products? – This task requires you to compare the outcomes of your research of similar media products with the outcome of your group’s finished production.

Goodwin key music video conventions

Using Your Research Findings – note/ bullet point typical generic conventions

Your Production – Use, Develop or Challenge

Genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band)-

From research I found that the typically the hip-hop genre doesn’t consist of a dance routine but mainly consisted of a performance based element to it. Depending on the nature of the song usually there is a voyeuristic treatment of the female body and 3 out of 4 of the music videos I analyzed featured this common notion of looking but in addition use of materialistic objects to show wealth and success of the artist.

In our music video we used the performance based element to the music video and used various close ups and medium close ups of

Joey performing to the camera, however we also added a narrative style to the video, we did this to help get across the idea of the song and what was meant about the ’system’ and the idea of breaking out of it, in addition we included some dancing in our

video which is conventional of this genre of music.

Relationship between lyrics and visuals

Generically hip-hop genre music consists of an

Our music video used the conventions that the other 4 music videos from my research showed. It uses both amplified and

(either illustrative, amplifying, contradicting

amplified and sometimes, illustrative relationship between the lyrics and visuals where the artist usually expresses what he/she is talking about through exaggerated hand gestures. Illustrative relationship is shown through the image shown on screen, which usually relates to something that the artist just said.

illustrative relationship between lyrics and visuals, with exaggerated hand gestures and shots that relate directly to the

lyric. We did this in order for the audience to understand the video better with use of common conventions that the audience are

familiar with.

Relationship between music and visuals (either illustrative, amplifying, contradicting).

 

From my research all 4 of the music videos used illustrative and amplified relationship between music and visuals, the use of medium close ups and long shots are used in order for the audience to see all of the artists body and any gesture or dance move that may be used in the performance based video.

Our video used the generic conventions found from research by using a range of long shots medium close ups and extreme close

ups in order to portray all hand gestures and facial expressions due to the amplified and illustrative nature of the performance video.

This introduces the role of Joey as the artist and informs the viewers that he has a prioritized position in the music video.

Demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. (a visual style).

Goodwin’s theory states that in order to meet the demands of the record label close up shots need to be used to introduce the artists in the band. All the music videos I

We used the conventions of Goodwin’s theory however, we didn’t show the artist as the first image, our video consists of loads of images shown one after the other in speed however the artist is

made to stand out with the use of a close up which is easy to notice once played, after that Joey is the introduced with a close up as he performs to the camera, throughout his performance shots we use a range of close ups extreme close ups and medium close ups to

research did this and usually showed the main artist first and in a case of a collaboration act the artist featured in the song would be shown further away from the camera and/or after the main artist has been shown to the audience.

capture the movement of the artist which is a main part of a performance based music video.

Notions of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

Out of the videos I researched all four videos featured a voyeuristic notion of looking of the female body, it helps to sell the artist in a certain way for example in all of the videos the women are having a lot of fun in a voyeuristic notion of looking which sells the artist as a fun person who may be quite popular.

We challenged the conventions of the researched hip hop videos and decided not to use the voyeuristic treatment of the female

body, this was mainly due to the fact that our music video had a narrative element to it and the story that we were tried to portray

didn’t include the use of the female body in a sexual way. It instead had a deeper meaning to it about the system that we live in.

intertextual reference (to films, TV programmes, other music videos etc.).

None of the videos I researched consisted of any intertextual reference this could be due to the idea of giving all attention to the artist as it’s a performance video and it focuses on

Our video used the generic conventions and decided not to contain any intertextual reference but instead aimed to focus on the ability of the artist in attempt to help sell him as a talented up and coming

artist. Intertextual references would deter the focus from joeys talent and so therefore, we didn’t use any intertextual reference and stuck to showing the on screen performance ability of the

artist.

the artist talent in mainly rapping/singing or sometimes dancing, and any intertextual reference would take away from the focus to the artist.

Technical DirectionsArtist/bands / actor’s positioning, movements, gestures, pose and mode of address etc.

Typically hip-hop music videos consist of amplified hand gestures and a direct mode of address. Especially when looking at the digipak, all the digipaks I researched contained a direct mode of address for the front cover.

Our video used a lot of gestures and movement of the artist, it is mostly shot with the artist looking at the camera, amplified hand gestures are used and expressions which are caught using close ups, we therefore used the conventions of hip hop music video

including the digipak which uses a direct mode of address on the front cover.

Editing directions(Match cuts, jump cut, reverse shots – cutting

All of the music videos I researched used a cutting rhythm they were

We developed the conventions that were used in the music videos I researched. We used a fast paced cutting rhythm with a lot of cuts to match the beat with images on screen, and as well as using eye

rthymn etc.) medium paced due to the beat of the song but usually matched it with images on screen which are matched using jump cuts. The camera is usually at eye level to the artist, which makes it seem a lot more personal to the audience.

level shots we used the idea of high angle shots which look like surveillance shots which links to the idea of a system and being

watched. We did however, mostly use eye level shots to show the artist performing. We challenged conventions by using invisible

cuts in order to create/keep a flow to the video in conjunction with the cutting rhythm and beat.

1 2

3 4 Selection of mise-en-scène including colour, figure, pops, lighting, objects, costume, location and setting and use of crowds/dancers etc.

The music videos I researched used mostly quite high key lighting, one of them used a monochrome effect by using just black and white which had reference to sophistication, costume was generally quite urbanized but at the same time sophisticated, depending on the persona of the artist the costume would change for example Snoop Dogg is shot in both urban clothing and also a smart suit which represents wealth. Usually doing

Our video developed conventions of hip hop videos by shooting in quite a lot of low-key lighting; this was done so that it would fit with

the narrative story of trying to sneak around the system and rebelling. We used the convention of urbanized clothing and the idea of crowds or a group of people with Joe performing to the camera. We shot our video mainly outside in quite an urban

location, for example near estates or in alleyways, in an attempt to capture the essence of the video and who it relates to.

something fun i.e. a party, which helps include crowds of people and dancers, which can be shot in a voyeuristic approach.

Framing of Shot CU, MLS, ELS etc.)

The music videos that I researched used a range of shots but mostly stuck to close ups extreme close ups and medium close ups. Mainly eye level shots but also low angle shots to portray power, and high angle shots were also used. Close ups are used a lot to show expression and medium close ups to capture any hand gestures that may be used due to the performance element of the videos.

We used all the conventions of the researched music, we used more high angle shots to make it look as though the artist was

being watched through CCTV and a lot of close ups and extreme close ups to show facial expressions of the artist. Medium close ups were used to show movement and we also used long shots for the narrative part of the music video which included people running

away and towards to the camera.