Q1) In what ways does your

media product use, develop or

challenge forms and

conventions of real media

products?

My advanced portfolio was to create a music video of my choice from a

particular genre of music . This required my to carry out in depth analytical

research into music videos which broadened my perspective on my view of

music videos.

This in depth research and theory understanding set me up for the planning stage

of my music video and ancillary products which included creating a digipak and

magazine advert.

This made me aware of the differences between music videos and what genre

they came from. Even though music videos are different according to genre,

some aspects stay the same.

A music video is a visual repetition of a song, usually accompanied by dancing

and visual images interpreting the lyrics. The primary purpose of a music video is

to entertain the audience in a way in which the artist chooses, usually chosen

depending on the target audience and genre.

Research Planning Production Evaluation

Developing and Following conventions of real media products is sustained throughout my music video. This has been demonstrated through various ways.

Themes:

Every music video has specific themes that is usually dependant on the genre. My music

video consists of the love and relationship themes. We decided on this because it was conventional of the R&B genre. The theme would be easy to portray as the theme are understood the R&B audience.

Characters representation:

The representation of my characters strongly follows conventions and is reflective of the R&B genre. We picked characters who would be able to portray love and relationships and could easily relate to the acting which ultimately would enhance the quality of acting.

Artist representation:

The artist needs to be able to present the lyrics of the song and be reflective to the genre and audience. This is evident in my music video as both artists are shown as being young and cool.

Location:

The location depends on the themes of the music video. My music video includes a scene in

bed with the two characters, this is suited with the lyrics and specific part of the music video.

Theory:

I followed Goodwin's theory of music video’s as I choose to follow the narrative and performance based structure. Our editing also reflected the pace of the song and star image motifs were apparent.

Editing:

The editing should and does match the pace of the song, which is again something

highlighted by Goodwin.

Usher was a suitable example of an artist that is similar to my own music video idea as he is conventional of the RnB genre.Cinematography: Close ups are frequently used to portray the emotion of the artist and their attitude and lifestyle. We decided to represent our artist in a similar to Usher.

My artist:

Close up to portray emotion, in this instance upset and heartbroken

Close up used for a different purpose, to show joy and happiness

Mes: High-key lighting used when the artist is dancing which also outlines the artists image and stance. Low-key lighting is used when he is mainly alone and singing with just his face that is visible. Iconography relevant to the theme and R&B genre is also evident like jewellery.Artist image: Costume is an important feature of Ushers image, therefore there is emphasis on how he looks as he has a smart/casual image. Performance is really important too so there are dance routines that Usher follows.Editing: Slow paced editing when the beat is slow to put emphasis on the narrative in order to determine that the audience is aware of what is happening.

.

Relevance and importance of cinematography is essential as it can have a

great impact on the overall success of the music video. Differing shots, sizes

and angles should all be used to convey a broad amount of

cinematography. Different scenes within the music video would need

different cinematography techniques in order to get the message through

in the best way possible. Cinematography enables the audience to be

engaged and satisfied with the music video which would ultimately

contribute to the overall success of the music video product.

In relation to the theme of my song, love and relationships, close ups are used to

illustrate the emotion that both the characters/artist are going through and

long shots of the artist outlines to emphasise on their stance.

identifying conventions

Chris Brown – Close up Chris Brown – Long

Shot

High angle shots are used for both the artists and the characters. High angle shots

represent the emotion and vulnerability of break ups and relationship problems. A

good use of a high-angle is when the characters are in bed as they are both

vulnerable and are struggling to deal with their emotions. Therefore, by utilising

the use of angles we have successfully used conventions of real media products.

Identifying angles

Usher High angle shot

Goodwin suggests that through the use of close-up shots of the artist, this would create familiarity between the artist and audience. Many close-ups were used in my music video to represent my artist and the emotions and feelings of characters were clearly illustrated through the use of these close ups.

Dyer’s theory of artist appeal and ‘star image’ is also outlined by the use of cinematography. Dyer’s star theory is conveyed in my music video as the artist’s have their own ‘star image’ through their clothing and performance which is clearly visible through the use of medium close up shots and medium shots. This creates a connection between the artist and audience as this enhances the idea of the artist being an ‘idol’ in the eyes of the audience.

Following these theories enabled me to appeal to my target audience further, and enhanced the quality of my music video. By using the cinematography techniques outlined by the theories, enabled me to produce a more conventional music video where I used and developed conventions of real media products.

Theory

Nelly – Close

up

Nelly – Medium

Close up

Camera movement are mainly associated with female artists/characters.

Mulvey suggested that the camera movement lingers around the female

body to view them as sexual objects, especially in the R&B genre.

Our product challenges this as camera movements within our music video is

not used to portray the female character in a sexual or seductive way,

which disregards Mulvey’s ‘Male Gaze’ theory.

Camera movement was used for other purposes such as capturing the

emotion and heart break from the female character as this relates to the

theme of my music video, it was not suitable for the female character to be

shown in a sexual way. However, if our theme was just relationships rather

than break-ups, maybe we would have considered representing our female

in this way.

Camera movements

Leona Lewis challenging ‘male gaze’

All the different aspects of mise en scene have the same importance. These would all enhance the impact of the generic conventions to the audience. Demands of the audience regarding mise en scene varies depending on the genre of the song and can also be dependant on the artist. The audience would expect to see specific aspects of mise en scene to be covered in a conventional way which is something my group and I achieved successfully.

Five important aspects to consider when analysing mise en scene:

Lighting and colour

Setting

Iconography

Costume, hair and make-up

Body language and facial expressionsUsher – Low-key lighting

Lighting and colour enables the audience to gain a better understanding of

the scene as it adds to the emotion that is trying to be portrayed.

Low-key lighting is evident throughout my music video as this is highly

relevant in the R&B genre especially with the themes of love and breakups.

This creates a negative and emotional feel of the music video which would

enable the audience to have a better understanding of the narrative and

lyrics.

However natural lighting would also be used when the characters are not

going through trouble and sadness within their relationship, this again is

reflective of the genre and song lyrics.

Lighting & colour

Low-key lighting - Chris Brown

Natural lighting

Colour – white bed sheets are used to represent purity and love, implying

that the bed scene is where the characters are happily together. The only

positive scenes of the music video occurs on the bed. This is further met by

the use of a red tinge we incorporated to create a romantic feel to the

narrative.

Later on when the female is alone in bed with the white bed sheets, this

represents loneliness and innocence as different colour of lighting is used, a

darker one.

Colour

Maroon 5 – Together with white bed sheets

Character from Ne-Yo –Mad – alone with white bed sheets

Various different settings have been used in my music video. This was done

depending on the scene and the lyrics of the music video. Different

locations are needed to match the lyrics of the song with the specific

setting in which the audience would be able to recognise. These were used

in order to use and develop existing examples of R&B music videos that

used similar settings and locations. These music videos also followed the

same theme as I did with my music video, which made the setting that I

wanted to use even more relevant.

Couples together in the bedroom

Black background when the artists are singing

Iconography was used in my music video to visualise the situation and themes further. This aspect had to also be developmental and conventional of the ‘RnB’ genre.

Iconography of the female character packing her bag was used when she was fed up and she was packing her clothes to imply that she is fed up and is ready to leave her partner. By this use of iconography, the conventions of real media products have been used to clearly show the problematic relationship between the two characters.

The idea of using make up in R&B music videos is to make the female character stand out, look sexy and appealing. We used make up but developed the idea of using make up by using it in a negative way. The make up that was used was smudged and messed up which represents the theme of relationship problems. I believe this challenges conventions of real media products as well as using them as she looks attractive, but the make-up is used negatively.

Not much emphasis on costume and hair as appearance should not be the most significant visual aspect, in relation to our theme. This is because representing problems within love and relationship is seen as more important and it wouldn't be conventional to prioritise costume, hair etc over the theme of the song.

In the character’s perspective, having problems within their relationship connotes looking bare and stripped, which is shown at times the male artist is also shown as being topless.

Female character from ‘mad’ looking rough and crying

Chris Brown topless

The artists’ star image was outlined

by their costume. The choice of

clothing was based on the clothing

choice of R&B artists. R&B artists

have a specific style that the

audience could relate to and

aspire to be like. Clothing such as

woolly hats are conventional to

the genre and used frequently by

artists, and we chose to use this so

therefore we had used forms of

real media product.

Both artists look representational of the genre as they have a casual urban look with

accessories of clothing such as bandana’s which are also conventional to the R&B genre.

Chris Brown –

woolly hat

Chris Brown –wearing a bandana

Characters:Body language and facial expressions is an indication to the audience to convey the specific feelings that are being experienced. Body language and facial expression are vital in getting the characters feelings across. Anger and sadness is continuous in the music video especially arguments between the characters occur and the body language and facial expressions of sadness are directed at each other.

Artists: The Artist would have a firm form of body language in order to look serious in getting the message across to the viewers. Also, their facial expression would also look serious as they want the message to seem like a emotional and worrying issue.

Character from Ne Yo- ‘Mad’ upset

Usher – ‘Burn’ facial expression and body language

We used and developed conventions of the R&B genre by planning our

Mise en Scene effectively and carefully. All the elements of Mise en scene in

my music video have either used or developed forms and conventions of

real media products. The 5 elements have all been carefully considered as

they would contribute in audience satisfaction, and the overall success of

the music video.

I have related and associated my work with notable music video’s within

the R&B genre regarding Mise en scene, which outlines the fact that I have

used or developed forms and conventions.

Conclusion

Editing is essential in music video’s as it has a contribution to the pace of the music video. Conventionally, R&B music videos use fast paced editing if the song is fast. However according to Goodwin, the editing should reflect the pace of the song which I believe our music video does as the pace of our music video is slow.

I use and develop conventions here as I use slow paced editing to highlight the theme of the song and to emphasise the slow feel to the song.

However there would be aspects of fast paced editing, especially at the beginning of the music video in which images of both the female and male characters pop up as it matches the beats from the song.

Slow paced editing to

reflect on the mood

I created a video for ‘Battle Scars’ by Lupe Fiasco & Guy Sebastian.

The song has an emotional and meaningful purpose highlighting the

problems and pain caused by relationships and breaking up. I

created a narrative/performance based music video in which a

story is created for the audience as well as a music video with

performance in which the audience can relate to.

Andrew Goodwin’s theory of music video’s suggested the following

in regards to sound:

‘Sound should match the visuals’

‘Lyrics should match the visuals’

‘Editing should match the sound’

We followed this theory and all of the stated above feature within my

music video, making my product a video that uses and develops

conventions of real media products.