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2. Function of music videos
A music video is a visual recognition of a song in order to promote the
artist. A music video should have some links to the lyrics and tend
to have close ups of the artist They visually excite the audience and
help in forming a fan base. A music video is a way of marketing for
the purpose of exposure and expanding the artists profile.
Examples of successful music videos are: It is clear who the artist is
because there are
Michael Jackson – Thriller continuous close up shots
of the artist. The title of
the song is “Thriller” an
expected representation
of this song is something
horrific which the music
video clearly emphasises
and presents to its
audience, through mis en
scene and setting.

3. PSY- Gangman style
This music video is very successful winning the best music video award
2012 (EMA’S). The artist is most successful for the fact that his
music video engages a varied audience. The music video introduce a
dance which is something people can visually be excited about
which is the main reason for the success of this music video.

4. Conventions of a music video
There are 3 main theories I researched:
Carol Vernallis, her theory emphasises the idea that music videos tend you use
more edits than film this may stand out as disjuncture. Traditionally music videos
would look natural however nowadays editing is obvious and used to give
deliberate effects. Base tracks are used to frequently give the video structure,
the camera may move in time with the music. An example of a music video which
explores and demonstrates Vernallis theory is
Ciara- Love Sex Magic.
My music video followed vernallis theory by using jump cuts to create an illusion for
the audience My music videos target audience was aimed specifically at females in the age range of
16-24 years old. The genre category of my music is DUBSTEP and therefore the convention theory I
had to follow needed to compliment this. I believe that Vernallis’s theory of having obvious edits fits the
Dubstep genre perfectly as it is an expected expectation for my target audience according to my
research and feedback.

5. Andrew Goodwin
Many of my music videos ideas where supported by the ideas represented in Goodwin’s
theory he believed that the Genre characteristics should be linked with the music
video. I conducted research firstly on the genre of Dubstep to figure out ways in
which I could link these idea with my music video.

6. How I linked my genre research with my music
video?
I researched into artists who are also from the same genre as my artist:
-Katy B, -Meleka, -Jessie J, -Skrillex, -Rita Ora and –Delilah. I looked specifically at Katy B
and a previous music video
Katy B – Katy On A Mission
My Music
Video
The genre clearly portrayed
partying, and a dance
called “skanking” which
was included in my music
video. This follows
Goodwin’s theory

7. Laura Mulvey
My music video challenged Mulvey’s theory.
The fact that my target audience is females I
felt that following the “Male Gaze” theory
would be a negative representation of my
artist and not suit my target audience as it
could cause offense. My artist was covered
up an never exposed any of her female
assets i.e. her cleavage.

8. Conventions of ancillary products
Ancillary products work as promotional material for artists. This is
often of CD’S, magazines, posters, websites and other forms which
form a promotional platform for the artist. Ancillary products often
select and highlight main ideas from particular songs or a featured
song with album. This is usually visual links to emphasise and
acknowledge the genre of the music.
An example of this idea is
Calvin Harris - Ready for the weekend
The music video has graphic motifs of
circles which have been developed from the
music video and the idea that the artist is a
DJ. This idea has been adapted on to the
digipak and advertisement.

9. My Ancillary products
Ancillary products should promote the
artist, I followed this convention by
ensuring that images of my artist where
clearly presented on both the digipak and
advertisement.
Ancillary products should relate with the
music video, I followed this convention by
using the same colour scheme and
editing my artists lip colour to red which
connotes dominance which is a
representation I wanted my artist to
portray.

10. Ancillary Products influences and
convention I followed and
challenged
My ancillary products where mostly
influenced by Rhianna, the number 3 was
repeated constantly having the album
release date on the 3rd day of the 3rd month
of the 13th year. This idea is supported by
the CD as well having 13 tracks.
My music video also
demonstrated the repetition of
the number 3, having the traffic
lights and same image of my
artist appear 3 times.