2. WHAT ARE FORMS AND CONVENTIONS?
▸ Conventions in music campaigns are signs which create meaning for
the audience. Conventions, over the years have essentially created
what we call ‘genres’ and helped us differentiate between media
products, such as pop and rap music
▸ Conventions allow the audience to easily tell each genre apart, and
find what they are looking for.
▸ Conventions can be split into two categories; technical and symbolic
conventions.
▸ These can be conveyed through a myriad of different things, such as
as set design, camera work, costume and editing.
3. THE (FEMALE) POP GENRE
▸ Pop music is a genre of popular music that
originated in its modern form in the United
States and United Kingdom during the
mid-1950s.
▸ Female pop is a sub genre of pop music, which is
essentially a female pop artist.
▸ Typically consists of one ‘beautiful’ female.
Usually pop stars are young and tend to be
white.
▸ Madonna is known as the ‘Queen of Pop.’ (right)
▸ They follow a defacto set of rigid conventions,
which are prevalent through almost all of their
videos, appearances, artworks and shows.
4. SIMILAR PRODUCTS RESEARCHED:
Katy Perry
Dua Lipa
Miley
Cyrus
Taylor
Swift
Britney
Spears
Mariana
Martinez
Ariana
Grande
Christina
Aguleria
Lady Gaga
Selena
Gomez
Rihanna
Mariah
Carey
Miranda
Cosgrove
Camila
cabello
Fergie
Zara
Larsson
Carly Rae
Jepsen
Kesha
Sia
Pink
Ellie
Goulding
Jess
Glynne
Jessie J
Demi
Levato
Victoria
Justice
6. SET DESIGN
▸ In Dua Lipa’s video, the set design is very minimalistic, in that it
consists of a single chair in a nondescript white room. In our
video, we emulated this and used a single red chaise longue on
a plain white set. We did this because the pop genre demands a
focus on the artist, above all else, so by placing the artist in a
white room with nothing but her and what she’s sitting/lying on,
the audience instantly focuses on her, effectively engaging
them.
7. CAMERA WORK
▸ On the left is a screenshot from Britney Spear’s ‘Oops I did it again.’
On the left, the shot used is a close up of the artist, framing the star’s
face in near the middle of the shot. We DEVELOPED this further, by
placing half of our artist’s face in the middle, and half of her out of
focus body. We did this because our modern age has witnessed a rise
in idolising women’s bodies and showcasing their features above all
else. A prime example of this is all famous pop stars at the moment,
such as Ariana Grande, and people like Kim Kardashian.
8. PERFORMANCE
▸ On the left is P!nk’s music video, ‘Try’. It utilises a male ‘love interest,’
to keep the audience engaged, as representing both genders in the
music video will of course engage both genders watching. We used
this performance convention in our music video, as we knew it was
appealing to our target demographic, young girls between 10-25.
In addition to this, it adhered to the conventions we had in the
video previously, such as the themes of romance and love which
came through our choice of costume and colour schemes.
9. COSTUME
▸ In the music video on the left, Katy Perry chose to have a regal
looking white dress, to what I believe is to connote a sense of
regality, elegance and innocence. Similarly, in this frame we used
a white dress as a costume to connote a sense of elegance and
innocence as well. We did this because we wanted to create a
greater contrast to the sensuality and romance portrayed when
our artist wears her red dress in the red room. This would engage
our audience as it makes the costume change later in the video
have more of an emotional and visual impact.
10. MAKE-UP
▸ Within the female pop genre, beauty is what essentially creates a best-selling
artist. There are have not been, in any era, a famous female pop star whose
looks were subpar, or aesthetically dissatisfactory. Make-up is then a helpful
tool which helps enhance and highlight beautiful features on the artist. For
example, on the left, what makes Taylor Swift attractive in this instance is her
lips and eyes, and aptly they are well made up. We used this convention on
our artist to enhance her eyes, which are a key feature of her beauty, and we
also used red lipstick to contrast against her white skin and white couch,
which draws more attention on the artist, contributing to her star-image, in
that she is the centre of attention.
11. EDITING
▸ Generally, pop music videos utilise editing that cuts with the beat of
the song. For example, Miley Cyrus’ ‘We can’t stop,’ cuts to a
different shot every time we hear the bass beat. We developed this
further and used it in our music video at certain times, to convey
something that was emotionally charged, such as when our main
artist, Cheri is dancing in a white sheet with her lover, we cut every
time a piano chord is played. (The 4 screenshots above represent
around 4 seconds of the music video respectively.)
14. FONT
▸ The album cover on the left is from Madonna’s “you can dance.” The
font she uses conveys a girl-like quality, in that it is neatly cursive and
looking like it was handwritten. In this way, we used this idea, but
developed it to make it appear more feminine. We did this by making
the text more ‘girly’ through more decorative cursive, such as the
embellishments on the ‘C’ and ‘H,’ which are not on Madonna’s album
cover.
15. COLOURS
▸ In Taylor Swifts album, ‘Red,’ the main colour schemes on the digipak are
red and white. Similarly, on our digipak and music video, our main colour
scheme is the dramatic contrast between red and white. As you can see
on the left, the artist’s lips are red, the same as the title of the album. Her
name in contrast is in white, to make each title more memorable to the
audience. On ours, we had a red background, and a white centre. To make
it seem more visually appealing, we also included a red lipstick ‘kiss mark’
to add to the star image of our artist; in that she is attractive, welcoming
her fans and adores them just as much as they adore her.
16. LAYOUT
▸ Both of the album covers have placed their text in the bottom left
hand cover. We emulated Carly Rae Jepsen’s layout for her front over,
through placing out text in the same place, but we developed it
further through placing our artist on the same side, rather than on the
right, as we felt it would make the audience recognise and remember
the connection between the artists’ name and the artist herself.
17. LIGHTING
▸ In Demi Lovato’s ‘Remember December,’ she uses a white
light on a white infinity reel, to bring out her eyes, hair and
jewellery. Similarly, in our image, we use the same lighting, in
order to enhance the colours of our image, specifically the red
of her dress and lips, and to improve the sharpness of the
iPhones.
18. PICTURE
▸ In Ariana Grande’s album cover, she has opted to the current trend of pop stars, where she
showcases her whole body, rather than the traditional head or mid shot. We
CHALLENGED this convention by using a close up head shot of our artist, putting an
emphasis and focus on her facial features (lips and mouth) rather than her body, as is the
case in Ariana’s cover, which showcases her sleek limbs. We did this as a way of
‘surprising’ the audience in what they would traditionally expect, and to engage them to
what we think is more of an attractive feature of our artist: her blue eyes, symmetrical lips
and subtle nose. Also by showcasing her face more than anything, it adds to her star
image to make her appear like a goddess, as her face is a sufficient expression of her
beauty.
