1. Q1: In what ways does your
media product use, develop
or challenge forms and
conventions of real media
products?
Annie Scholfield

2. Goodwin’s Theory
•
Professor Goodwin is known in the media world for his perspective on his views on
social arguments that occur, in particular Music Videos and key conventions that
occur.
Goodwin’s 6 points:
•
•
•
•
•
•
Music videos demonstrate characteristics to the artists specific genre(e.g. stage
performance in metal video, dance routine for boy/girl band).
There is a relationship between lyrics and visuals (either illustrative, amplifying,
contradicting).
There is a relationship between music and visuals (either illustrative, amplifying,
contradicting).
The 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).
There is frequently reference to notion of looking (screens within screens,
telescopes, etc) and particularly voyeuristic treatment of the female body.
There is often intertextual reference (to films, tv programmes, other music videos
etc)

3. Conventions of an Indie/Rock music
video
MISE-EN-SCENE/SHOT TYPES
• One of the main convention of Indie/Rock or even just Rock is the dominant presence
of the band throughout the music video. Most Rock videos show off the ‘musicianship’
of the band – this always features the main singer, wide shots used to represent the
band as a whole, and to show their performance as a band and close-up and extreme
close-up shots used on the various band members to emphasize their musical talents.
• Another convention is a variety of contrasting shots to the band shots that portray a
storyline which has some connection to the lyrics.
• The clothing for Rock videos are almost always the same – Casual and plain, jeans and
a simple t-shirt type look.
EDITING/LIGHTING
•A lot of Rock music videos include a strong connection between the music and the
shots/editing speed – this is especially effective in fast paced rock music as there is a
prominent drum beat or guitar rhythm which the cuts are set in-time to.
• The lighting is usually dark and low also creating shadows or to highlight the band
members in a particular way.

4. Conventions used in our music
video: Goo Goo Dolls, One Night
We used most of these conventions in our music video.
This, I think, was the strongest part of our music video
and the conventions we used work really well giving a
strong connection between our shots and our genre.

5. Convention 1: Shots of lead
singer lip-syncing

6. Clear lip-syncing from lead
singer giving a strong
connection between the
lyrics and visuals
Shadow behind lead singer
created by lighting – A convention
used in many Rock music videos.
Clothing is casual – another
convention used in rock
music videos

7. We also decided to use this particular shot of our lead singer
as one of the sides of our digipak. This is not necessary a
convention used by only Rock bands but a lot of artists from
all different styles feature the artist on their album cover and
we thought it would be appropriate for ours.

8. Examples of this in other music v
Foo Fighters – The Pretender

9. CONVENTION 2: WHOLE
BAND SHOTS

10. We also used a
similar shot to this
on our digipak as
well as the
individual shots of
the lead singer.
Wide shot showing the band altogether
– This conventions shows the band
member’s talent/musicianship and also
give a strong link between the music
and the visuals.
Band members also
each wearing casual
clothing.

11. The lighting plays a huge part in our
music video. We used the lighting to
create shadows – this is a convention as
many rock videos use lighting to create
an abstract effect in their shots.

12. Examples of this in other music v
Red Hot Chili Peppers Californication
Queen – Somebody To Love

13. CONVENTION 3:
INDIVIDUAL SHOTS OF
EACH BAND MEMBER

14. Casual clothing
convention again
Musicianship of the member
showed from close-up
Keeping up with the
convention of abstract
lighting – Shadow effect
Another lighting effect we used
was by placing this light source
behind the musician creating a
white silhouette out-lining the
shape of the instrument also

15. Shadow/silhouette
convention
We decided that in this shot we
wouldn’t include the whole drum
kit but instead only a part of if to
create a different and interesting
angle/shot

16. This shot is another convention used in rock music videos
– A close-up of the instrument making this guitar and
musicians skill the main focus of the shot. We chose to
have this particular shot at this section of the video as the
guitar solo is most prominent in this certain section.

17. Other examples of close-up outlining
the musicians talent

18. Examples of this in other music v
Green Day – Boulevard Of
Broken Dreams

19. OUR MAG AD
The design is the
same as the
digipak to show
the target market
what the digipak
is like.
Shows retails that
have this album
in stock.
It’s typical of the
artist’s magazine
advert to
advertise other
singles/hits
included in the
album.
Ratings from
critics is popular to
include on mag
ads – makes the
album more
appealing.
Conventional to
involve the band’s
website.

20. OUR DIGIPAK
This image is taken
from one of our
shots in the music
video – it’s
conventional for
artists to feature
themselves on
their own album
cover.
This image is the whole
band playing together, it
is also a convention to
include picture of the
band on the album art.
We decided on bold font to
contrast with the dark
colours of the starry sky –
This makes the “GOO GOO
DOLLS” stand out.