Question 1


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Question 1

  1. 1. In what ways does your media product use, develop or challenge forms and conventions of real media products? - Discuss how our music video follows specific conventions. We could give examples of real media texts and debate how these then influenced ours. - Discuss how we developed conventions. Were the conventions we used then developed even more or adapted in any ways? - Discuss how we challenged typical conventions of music videos within our chosen genre of music. Did we attempt to include various other elements to make our product more visually effective to our target audience? - Consider including music video theory within our answer to support our conclusions about our work. This is our evaluation for question 1; ‘In what ways does your media product use, develop or challenge forms and conventions of real media products?’ . We will be answering this question as part of our A2 media coursework, along with three other questions. We have decided to express our evaluation in the style mode of a videoed documentary to show the audience exactly how we produced our A2 portfolio and to also show that we used varied different forms of media, which is vital in our coursework to prove that we can do this. Our evaluation is organized through four different questions which will allow us to explain to our audience how we challenged forms and conventions of existing media products, how effective the combination of our main product and ancillary texts were, what we have learned from our audience feedback and finally how we used media technologies in the construction and research, planning and evaluation stages. Before we started to produce our own ideas for our music video, we firstly carried out research upon other music artist’s in order to get inspiration. This helped us greatly in our coursework as it gave us a wide range of ideas that we had to choose from. This also showed that we were able to look at other products within the music industry and adapt these similar ideas within our own work. Due to us both wanting to focus upon the pop genre at this particular starting point in our coursework, we began to identify certain patterns and similarities which were being incorporated into pop music videos over and over again the more we researched. One convention that we came across that was very common, was that the artist is always the center of attention within the video, which presents the star icon drastically to the audience. For example, one of the videos that we used to analyze a music video, was Beyonce – Run The World. We found that they were lots of close ups on Beyonces face, creating her as the star image. This is expected in a Beyonce video as she is a well-known artist. The close ups on her face reveal her strong facial expressions, which again tie in with the song and lyrics – which is something we could concentrate upon when constructing our music video, as it explains the feelings and emotions within the actress/actor. We also found out that many dance routines feature in pop videos, like this one by Beyonce. Which is highly expected from the audience. This supports Andrew Goodwins theory of star image, where the artist often appears in their own work to create a recognizable role model and this makes the audience aware of the artist and helps them to gain popularity , from starring in several of their own music videos to being placed as the main image of their merchandise and advertisements. Another piece of research that we included within our portfolio was upon a 9 frame analysis, in which I used the song ‘Runaway’ by Kanye West. At 00:17 in the music video we see an ariel view of the girl laid on the floor, in which a car crash has taken place. We then see the mighty Kanye West in a long shot carrying the girl in his arms, which portrays him as a knight in shining armour. We see the star icon of
  2. 2. the video acting as a super hero, which shows the importance and power that the artist has. There is many popular conventions which we come across in the pop genre frequently, like the following I am going to discuss next. Artists are usually clothed in fashionable, stylish and mainstream outfits, which are portrayed as happy and enjoying life. The lyrics are normally based around love or relations and often have a target audience of teenagers. The genre of a song is normally expressed through the costume and setting. A pop song usually lasts for a total of five minutes, with a consistent beat. The pop genre tends to follow current trends rather than being independent and creating something new and different to hear. The form of a song usually follows this pattern; verse, chorus, verse which is a common trend in the pop genre. A lot of pop music videos include a dance routine, in which will be used throughout the song. Firstly we began to look at inspiration music videos which belonged to the pop genre, in order to collect ideas and focus upon a wide range of artists as at this stage we had completely no idea what artist we wanted to focus upon and what themes we wanted to portray within our music video. We then created a mind map on paper, which looked into detail of the pop genre. We researched many pop artists and added this onto our mind map until we had a wide variety of pop artists to choose from. We had included artist’s such as Drake, Kanye West, Rihanna, Beyonce, Ellie Goulding. We then started to research each individual artist even further, looking at their own individual styles, style of videos and a range of their songs. We then came to the conclusion that we wanted Ellie Goulding to be our chosen star icon to focus upon within our coursework. The reason why we chose this specific artist to concentrate upon is due to her being an amazing singer-songwriter, multi- instrumentalist, which shows us that she is quite talented. She is recognized to belong to the Synthpop and Folktronica genre. We then began to research into her life, in which we found out that her career broke out when she met producer Starsmith and Frankmusik. She was lately recognized by Jamie Lillywhite which later became her manager, shortly after she was signed to Polydor Records in July 2009. Her cover of Elton John’s ‘’Your Song’’ reached number two in the UK in december 2010. We then began to go into more depth, listening to each of her songs over and over, in order to come to a decision on one that we wanted to use within our music video. We finally decided that we wanted to use her remake of Elton John’s ‘’Your Song’’ as we felt like the lyrics were very meaningful and that we could recreate the feelings and emotions of the actress within a music video through facial expressions, which are initially about love. We studied media theorists and their individual ideas of what music videos are really about, what a music video should contain and how we should construct one. By carrying out this research, this enabled us to understand how the standard of a real music video could be achieved. From our audience research, we found out what people typically expect from a pop music video, our results enabled us to understand what common items you'd expect to see in a pop music video, locations of the video, what you would expect a pop artist to be doing in the music video etc. All of the feedback that we received from these questions helped us greatly and we put these thoughts into consideration when planning our storyboard. During the project we didn't know the typical number of shot counts that was typical for a pop music video, so we went on to research this, so we had a clear understanding when it came to making our music video. We firstly looked at Ellie Goulding's music video to her song 'Burn'. After watching the video and counting the total number of shot counts that were used we found out that this particular video used a number of 189 shots. We then carried out another task on shot counts using Beyonces music video 'Run The World', during
  3. 3. the full video we counted 152 different shots. All the differing shots that were used in both music videos varied from long shots, to medium shots, close ups and much more, which portrayed different scenarios within the videos. Due to this task we now know the typical shot count for a pop music video, which will help us greatly when creating our music video. Through research we also came to realise that most shots that are seen in a music video have some form of movement in them. Whether this is pans or tilts. We thought that the camera movement would be vital in our music video as it would make it visually more effective and appealing to the audience. We mostly used handheld camera to record the artist as this gave a feel of moment, whereas if we used the tripod the shot would be still and we didn't want this. In terms of camera angles, we tried to use the best shots that we could to keep the viewers interested and the best way for us to do this was to use close up shots, to reveal the singers emotions and feelings, due to our song being very gentle and delicate. Close up shots captured the actors thoughts and presented the true meaning of the song to the audience in the best way that it possibly could. These shots make the audience listen to the lyrics and portray the definition of the song through the image of the artist.