Group 22 created a music video for their artist Athena to promote her song "Wonder". To make the video successful, they followed conventions of the genre by showing Athena's personality and talent, making the music memorable, and portraying her in a positive light. They used forms like locations that portrayed Athena as a free spirit and outfits showing her feminine side. Their editing matched the music beat and cuts were made on beats. Camerawork framed Athena in the center and followed her movements. While the video focused on Athena's performance over narrative, it linked her expressions to the lyrics and music.

1. Sibora Sokoli
MEDIA STUDIES-EVALUATION

2. In what ways does your media product use, develop or challenge
forms and conventions of real media products?
Group 22 has created a music video originally by Naughty boy ft Emile Sande. This a
short music video that features the song Wonder and imagery to promote Athena our
artist. Sometimes music videos also have artistic values. We are trying to extend
outlets. And create a source of income and to try extend synergy. In essence it is our
marketing device that is also promoting the sale of music records.
In order for our music video to be successful we would have to follow a few important
conventions. These are to show of our artist Athena, invoke a reaction of viewers so
that the song is memorable, to show what Athena is all about- we would do this
through showing her personality. And without a doubt to show Athena in a positive
light. Make the genre of Athena's music clear.
Forms and conventions change depending on the genre. For example in Pop the
performance is based around choreographed dance or narrative story line that
connotes the lyrics. The tone tends to be up beat, fast paste and bright. Artist tend to
be trendy. And pop videos tend to be fun, lively, energetic. Who tend to attract a
young audience. An example of a pop group are The Saturdays.

3. The use of forms and conventions
Mise-en-scene in our music video is was used effectively. Firstly
our locations were a pub and a park. These places indicate
that the artist is a free spirit who uses the art of music to
express herself. This then indicates that our targeted
audience are young people aged 16-22.
Group 22 has not used much props but those we have used are; a
piano- shows the artist to be talented and is passionate
about music and is not involved in the music industry based
on the profit alone. Lit candles are used in the opening it
illustrates ‘truth’ the sincerty of Athena. It also indicates new
life. Athena is a new artist and this is a good way showing the
audience that we should follow her ways as she will lead
them and be a good influence.
Most importantly Athena wears various of dresses showing her
feminine side. We represent her to be innocent and
gentle, angelic. Compared to other artist who are extraverts.

4. EDITING
We followed certain conventions of editing Using Vernallis theory. The editing matches the musical beat. Some of our edits are
foregrounded , which the edits are obvious as opposed to continuity editing. Group 22 video is driven forward by the music itself
and Athena's performance.
The edits that are in our video are; Jump cuts, slow motion, cuts to the beat. Even pace throughout.
Her concept centers around four concepts: Narrative, Editing, Camera Movement and Framing and diegesis. There is a theme
running through with colors and the representation on music.
Our video is more of a performance and showing off Athena rather then a narrative. So there is no balance between narrative and
performance. No Complete Narrative. And the structure of the video is disjointed. Because of this it has no clear resolution and
may pose questions that actually be answered. For instance, how effectively does Athena show what the lyrics mean? This is
hard to answer because everyone has their own interpretations of what they find wonderful and meaningful to them. In this case
for Athena it is her music.
In terms of following Goodwins conventions there is a link between lyrics and visuals for example where Athena throws the leaves
into the air, “Go go tell your neighbors, reach our and pass it on.” Also she uses a lot of facial expression. Most significantly in our
video there is link between the music and Visuals. The piano opening which amplifies. Our video does use intertextual reference of
‘Jessie Ware ’ music video. We looked at different editing, camera and framing she uses on the scene of her being on stage. As
Athena is. In order the video to be successful we had to follow the demands of the record label. However not all of us in the group
have used the same label. I have used Dramatico who has direct control marketing and sales throughout the world from London.
And that our video as mentioned is performance based.
On the contrary there is no notions of looking by objectifying Athena like most other artist such as ‘Beyoncé- Single ladies.’
Although there is some voyeurism used by making our viewers look at the video and our artist through their point. We are giving
insight to Athena's life which mirrors her personality. Which is Mulvey’s theory.

5. Camera Movement and Framing
Going back to Vernalli’s theory we follow the conventions in using
different shots that have different purposes. It is common for music
videos to use extreme close ups as we do, because Athena in this
case is a new artist and we have to show her off to the viewers and
create that intimacy between Athena and audience so that they
are then to recognize her in up coming videos. Our style of framing
and movement is distinctive, we usually frame Athena in the middle
and the camera is always following Athena movements.
Establishing shots are also used to show her surroundings Athena's
hang outs and hobbies. And again close ups. On the other hand we
don’t follow other conventions such as camera moving on to lyrics
and the camera not necessarily moves in time with the music.

6. Influences from other existing videos
When group 22 was planning how to create a music video. As part of
research I looked at a couple of music videos from Jessie
Ware, Rhianna but my main influence was Alicia Keys.
http://www.youtube.com/watch?v=J91ti_MpdHA
The reasons for using this music video is because its creative
very imaginative. And colorful, it has reference to lonney
tunes. It shows the artist in different light.

7. In our video there is obvious visuals that are
recurring through out my work. Firstly
there is use of the red dress and the
location. The appearance of Athena is
distinctive also.
My ancillary work is very conventional.
You have a clear close up of the artist.
There is a use of only three color;
red, yellow, white. The font is clear