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

ANDREW GOODWINS THEORY

During the process of planning on the production of our music video. I learned of

Andrew Goodwin's theory for music videos. It states the key points in the creation of

music videos.

•1. Music videos demonstrate genre characteristics.

•2 There is a relationship between lyrics and visuals, music and visuals.

•3 There will be a lot of close ups of the artist on request from record labels.

•4 There is usually intertexual reference to TV programs and films.

•5 There is use of the male gaze particularly voyeuristic treatment of the female

body.

USE OF NARRATIVE & PERFORMANCE

In the music video I used one of the common conventions of music videos of incorporating a narrative and a performance in the video. The narrative helped to tell the story visually to our audience while his performance portrayed a visual style of our artist Jamie lynch.

I have used and developed some of these conventions of real media products in my music video as explained below:

Top picture is a scene from the narrative.

Bottom is a

scene for perform-

ance

In terms of genre our song is soulful hip hop so we portrayed a street culture( a young hooded man hanging around on a bridge)We put cut away’s of the artist walking on different streets on route to the studio.

We also challenged this genre by not using some of the typical aspects of it like sexism and anti-social behavior. We also didn’t dress our artist in top brand clothes and a lot of bling bling as opposed to mainstream music videos.

GENRE

This is a screen shot of a scene in the narrative where the visuals in the video matched the lyrics in the song.

A close up of the artist We used this to establish the artist make him more recognizable by the audience.Close up are also used to bring attention to detail. E.g. in the top right picture the medium close up of the hands is to show the exchange of drugs that is intended.

MORE CHALLENGES

In this screen shot there is no reference to the notion of looking particularly voyeuristic treatment of the female body.

In the above picture you can clearly see from the costumes how the female body is exposed for a male audience we however countered this image with decently dressed young ladies walking down a high street.

We however used a beautiful young lady in the music video for the male gaze as defined by Laura Malvy but we were mind full not to make her look very glamorous.

I used the main conventions in the construction of CD cover and advert for the sale of my artists album.

•1 I used the artist’s pictures on the front cover and page of the advert. This is to make him the main focus and selling point of the album.

•2 I used record label logos and advert sponsors labels on the covers. This is a form of synergy and normally compulsory as asked by sponsors.

CD COVERS & ADVERT