MEDIA EVALUATION

1. Forms and
conventions
Used/
Challenged or
developed
Explanation Evidence
Camera shots used I used a variety of camera
shots which evidently
complimented the completion
of my music video which I
believe worked well, from
canted angles to low angle
and high angle shots this had
been used throughout to
appeal to my target audience
Camera movement used By using the dolly I was able
to produce varying tracking
shots that added to the
dynamic of my music video.
Relationship between
the lyrics and visuals
used I made sure that the lyrics
and visuals had been thought
about thoroughly, when the
lyrics love had been heard I
made sure a visual of a heart
was presented on screen to
reinforce the lyric

2. Forms and
conventions
Used/
Challenged or
developed
Explanation Evidence
The music video
demonstrates genre
characteristics
used The expressions to the styling
and make up, the genre was
easily identifiable and the
audience were made aware of
what type of genre my video
portrayed throughout the
music video
Relationships
between music and
visuals
used I made sure that whilst the
music was playing the beats
were signified by taps and
clicks which created the pace
for how many seconds the
clips should be show.
There are frequent
references to looking
and voyeuristic
outlook on the female
body.
used Throughout my video the sex
appeal element had been
evident, with the recurring
view point of the male gaze,
with the camera filming the
artists on the bed from a high
angle or moving the camera
from a low angle to high when
filming the artists shoe to face
(camera moving upwards in a
slow motion

3. Forms and
conventions
Used/
Challenged or
developed
Explanation Evidence
The demands of a
record label will result
in close up shots and
brand referencing to
develop motifs
used When an artists is new, the
label tends to want extreme
close ups of the artists face
whilst singing, I believe my
music video does this multiple
times, thus the use of the
iphone is multiple done which
can be a demand from the
label if certain brands a
sponsoring the artists.
Consequently, the iphone was
a vocal point of call in my
production piece.

4. Forms and
conventions in
reference to the genre
of R'n'b
Used/
Challenged or
developed
Explanation Evidence
There are main themes that
are always portrayed in an
R'n'B music video which are
normally, love, fighting it
breaking up which clearly
makes the genre easily
recognisable.
used The use of a narrative of two
lovers is continuously used and
conveyed to the audience which I
used and continued to develop
throughout the narrative.
Location for an R'n'B video
varies from a sunny
destination (e.g beach) to
clubs and bars
challenged I used locations such as a
bedroom, field and a house which
are used sometimes in music
videos but only for a short
segment with vary location due to
budget and practicality my
locations tended to be at most
two different locations
Dancing- Many R'n'b videos
have an avid amount of
dancing by the artists and
other performers, this is very
common of r'n'b videos
whether slow or fast in beat the
artists are prone to moving
accordingly to the beat.
Developed There were elements of head
nods, body movement as well as
clicking of fingers, however there
wasn't a full on dance routine
which are often presented in
some music videos

5. Forms and
conventions in
reference to the
genre of R'n'b
Used/
Challenged or
developed
Explanation Evidence
A lot of jewellery is worn by
R'n'B artists to present the
the 'bling' look, as well as
expensive brands, clothes
and cars, which connotes
wealth and expensive taste
Used A lot of gold jewellery such as
ring and necklaces had been
presented which is used
repeatedly in r'n'b videos I
made sure this was a
recurring theme throughout
my video and acncillary texts
Special effects can also
be used with an unusual
dynamic background.
Challenged I didn't use a background with
special effects I.e a green
screen however the use of
effects on final cut expressed
had been used and created a
background colour rather
than effects
The use of colour tones
such as black and white are
used
Developed The main colours used in the
music video are black and
white but this is further
developed by the use of
yellows and pinks that create
and element of femininity

6. Forms and
conventions in
reference to the
genre of R'n'b
Used/
Challenged or
developed
Explanation Evidence
A lot of jewellery is worn by
R'n'B artists to present the
the 'bling' look, as well as
expensive brands, clothes
and cars, which connotes
wealth and expensive taste
Used A lot of gold jewellery such as
ring and necklaces had been
presented which is used
repeatedly in r'n'b videos I
made sure this was a
recurring theme throughout
my video and acncillary texts
Special effects can also
be used with an unusual
dynamic background.
Challenged I didn't use a background with
special effects I.e a green
screen however the use of
effects on final cut expressed
had been used and created a
background colour rather
than effects
The use of colour tones
such as black and white are
used
Developed The main colours used in the
music video are black and
white but this is further
developed by the use of
yellows and pinks that create
and element of femininity