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

2. Forms and conventions of
media products.
Music Video
Digipak Design/ Album
Design
Poster advertising the
artists album
Theorists
• Andrew Goodwin
• Erik Erikson
• Stuart Hall
Theorists that apply to my
own work
Media conventions that I
use, develop and challenge
within all three of my
products.

3. Thought through beat (analysing the representation of what the lyrics mean
through an audiences' mind)
Relationship between song and visuals
Narrative and performance of the song
Technical aspect of a music video
Star Image (protagonist), camera shots making him/her the centre of attention.

4. Seen as a form of intertextuality, many music videos are also linked to film genres, a
typical example of this is displayed in the rock music videos that are influenced by
horror films.
(i.e. a video of a stage performance is typically used for a metal video, a dance routine may be used for a Pop
artist/ group and bikini clad women by a pool with expensive gold chains and sports cares are typically
associated with rap videos.)
Taken from Goodwin’s novel ‘Dancing in the Distraction Factory’
THE MAJORITY OF MUSIC VIDEOS TEND TO INCLUDE
A DEMONTRATION OF TYPICAL GENRE
CHARACTERISTICS

5. The ‘notion of looking’ follows an underlying position that includes either men or women
being portrayed seductively or through the broken fourth wall principle; when there is
eye contact made with the camera. The ‘notion of looking’ can also be referenced
through the use of props.
(i.e. mirrors, television screens and cameras are commonly used within music videos.)
Voyeurism is a term popularly used to describe actions that project a sexual appeal.
This convention is becoming commonly used within female artists music videos.
(A good example where voyeurism is used is in Miley Cyrus’ music video ‘Wrecking Ball’. Footage filmed
regarding ‘voyeurism’ within modern media platforms, is shown through one repeated angle, specifically
demonstrated with the women figure and body.)
THERE ARE FREQUENT REFERENCES TO THE ‘NOTION
OF LOOKING’ AND THE ‘VOYEURISTIC TREATMENT’ OF
THE FEMALE BODY

6. Goodwin states that the majority of music videos create a level of promotion for the
song through the analytical responses following the meanings and representations
behind the lyrics, this is then shown through a visual response.
(An example of this is when a character in the music video follows the literal meaning behind the song. This
can be seen in ‘Congratulations’ by Post Malone: ‘but your lighters to the sky’. In the music video a hand
holding a lighter is raised.)

7. Record labels often direct some of the content which we, as an audience see in a solo
artist’s or band group’s music videos. Regulations that have to feature in the videos
are specific shots and angles; close ups of the artist and a clear shot of the entire
artist. The artist or band also have to follow or create an indipendant, visual style
that will be visible within their videos and when they present themselves.
(An example of this can be seen in The Weeknds’ music videos, he has created a style and aesthetic that
reoccurs in the most recent music videos he’s filmed regarding his up and coming EP ‘My Dear
Melancholy’. The 4th wall is also broken by the concept of close ups and the performance from the artist,
this makes it appear that the artist is singing directly to the audience.)

8. Intertextuality includes references that can be found in both music videos, films and
T.V programmes. One of the best ways for the audience to become engaged with the
artist and their movements is by making a reference that people can understand as an
audience enjoys understanding an ‘inside joke’.
(Examples of this can be seen in Destiny’s Child doing ‘Independent Women’ referencing Charlie’s Angles,
Will Smith doing Men in Black for the film Men in Black and The Wombats intertextualising a video game for
My Circuitboard City.)

9. Relevant to the character within my music video, the theorist Erik Erikson created
an eight stage theory based on identity and psychosocial development. Erikson's
work was heavily influenced by the psychologist Sigmund Freud who explored three
aspects of identity: ego identity (self), personal identity (the personal idiosyncrasies
that distinguish a person from another) and social/cultural identity (the collection of
social roles a person might play).
Within my music video my character is trapped within a repeated mental circle
where everyday is the same and his mental health becomes to deteriorate. My
music video has the underlying theme of identity and self expression, the character
struggles to do this and expresses that by the repeated motions of cleaning and the
shots taken in the kitchen. Manipulating time is also a factor in this, it disrupts the
structure of the music video storyline reinforcing the non-linear structure. When
sharing this music video online it will address the social response and therefor the
social identity and attitude towards the topic I am addressing.

10. The theorist Stuart Hall focus his theory around Reception and Mediation. This is a process
where all media products are read by an audience. Hall says that there are three ways the
audience receives media:
 The audience fully accepts the preferred meaning, showing they agree with dominant values.
 The audience takes a negotiated position, meaning that they only agree with some-not all of the preferred meaning.
 The audience takes an oppositional position, whereby they understand the preferred meaning but decide to reject this
and make their own interpretation
 An extension of this is a fourth reading called the aberrant reading, where a completely unintentional meaning is
taken away by audiences.
I believe that my music video fits into the second point made. Due to the topic I address is a
controversial topic, the public response towards this would be both positive and negative.
Studying the feedback I received from my final film, a lot of them felt that the theme of
mental condition was addressed clearly and they began to feel sympathetic towards the
character. Their awareness of the mental health conditions was clearly received which, if
exported onto Facebook could have the potential of being shared to show the support that
men are aloud to express their emotions without being put down for it.

11. At the beginning of my planning stages for my media A2 coursework, I researched and
analysed genre and non-genre specific music videos. Creating timeline analysis’ enabled
me to expand my knowledge on the popular shots and angles used in music videos.
Every director for the music videos I had studied addressed their narratives through a
series of commonly used camera angles: mid shots and close ups. Depending on the
style of music, i.e. ‘Formation’ by Beyoncé, which breaks the mediocre conventions
associated with the Black American culture, and the role of women which contrasts
with Pop culture, where bright colours such as yellow, pink and blues are regularly
used to represent an un-realistic storyline (‘Bon Appetit’ by Katy Perry), Beyoncé's R&B
style enabled her to project her music video through negative tones (blues and greens)
to contrast with the original associations regarded with a female artist.
Lewis Capaldi’s single ‘Bruises’ is recognised as Alternative Rock, the live recording
that was filmed for Capaldi’s music video was held within an enclosed room, with
natural light appearing from a window positioned behind the artist a dark atmosphere
is presented. Where the artist stands in a static position, the camera moves around the
room. Contrary to the simplicity of this filming, ‘Formation’ involves a mixture of
storylines within the one music video, the camera cutting between scenes with costume
changes. This may reflect the budget both of these artists had when producing these
music videos, although the similarity between the two soloists is through the message
they choose to portray/ the intent behind the music video is expressed through the
clothing and connotations found in their music vidoes.

12. I applied the research I found into my own filming, following both the traditional
and non-traditional styles of shooting footage based on the genre of music I chose.
Inspired by the thematic colours in Lewis Capaldi’s own music video for my chosen
song, I applied a blue tint over the sped up footage at the beginning of my music
video to give an eerie, disturbed effect. The colour blue also links into the theme of
water and the referenced made to it in the lyrics. The use of colour separated this
time period from the rest of the clips in my music video. The video then moves from
black and white to colour, this change happens when the character washes his face,
this represents the actual beginning of the non-linear storyline. The footage begins
to fade which represents the deterioration of the characters mental health.
Both the designs for my digipak and poster use the same colour scheme that
correspond with the genre of the music, Alternative, which reflects the intimate and
emotional songs Lewis Capaldi produced for his album. The purple-black colour is
used for the silhouette on the poster and the background to my album design, this
challenges real media conventions as this colour isn’t popular within media colour
designs.

13. Music Videos are becoming widely accessible due to the spread of social media and
the internet. Although this enables artists and bands to connect with their
audiences, gain publicity and to increase the amount of income, it also increases the
chances of identity theft, illegal downloading and sharing.
Music Videos are normally made for a single or if the album is a small EP. The
videos give the audiences a visual interpretation of what the lyrics mean. This can
be expressed through a dance choreography, the artist performing it, or through a
story line. The online platform, YouTube, is a popular site where artists share and
post their music videos, this access enables artist to grow in recognition and for
their audiences to experience and share personal adaptations of the music video
and the meanings behind the lyrics to the song. Within my own video I used a
variation of colours, it opens with blue-tinted clips, then changes from black and
white to full saturation, to a slightly faded appearance.

14. USE
For my music video I analysed the meaning behind the lyrics ‘Bruises’ and created a non-linear storyline
through the metaphorical references made. I also incorporated a meaning behind my own footage; addressing
the fact that men struggle to express any emotions or personal struggles they may be experiencing through
social media as it is rejected due to the perception that it will make a man appear weak. By creating a music
video involving a young man struggling with mental problems, I am able to share it across social media to bring
attention to the fact that it should be acceptable for men to have emotions and to openly talk about them.
DEVELOP
My music video develops conventions of real media products through the storyline I created. Some of the most
popular content used in music videos recently include the artist, whether they are the main protagonist or just
performing. My music video content has developed from the other type of music videos: ones with a storyline.
Videos that include the artist capture close ups and shots that break the forth wall, this enables the artist to
reach out towards their audience. The idea behind a music video that follows a non-linear storyline enables a
visual response to the meanings behind the lyrics. I wanted to follow this less-popular route to develop the
second variation of footage used for a music video.
CHALLENGE
The main inspirations for my music video were ‘Dusk Till Dawn’ by Zayn Malik and ‘To Be Human’ by Sia, both
of these music videos follow a film-like structure. This structure features titles and credits which is not usually
found within the structure of a standard music video. This challenges aspects of popular media conventions that
revolve around music video’s because the structure of my music video doesn’t follow the Alternative Rock genre
of the song, and the popular Pop music video structure. Although a storyline isn’t uncommon, titles and credits
at the beginning and the end of a video are unpopular features.

15. A Digipak, or the more commonly known name, Album Design, is one of the key
selling items for an artist. Normally, songs found on an album have a running or
influential theme, this leads the artist and their designer to base the design of the
album around the genre the music they are producing (i.e. the bright yellow of
Jason Derulo’s album ‘Tattoo’ connotes forms of Pop music culture) or a message
they want to portray for their audiences. After studying three Digipak designs
(‘Tattoo’ by Jason Derulo, ‘Formation’ by Beyoncé and ‘Blue Neighbourhood’ by
Troye Sivan) I learnt that the majority of music albums revolve around the title of
the artist rather than the name of album. The name of the artist has a bigger
selling point rather than the title of the album, the artist name would be widely
recognised and therefor attract more attention on social media platforms. My
digipak reflects the type of music that can be found on the album, a purple under
toned black softens the appearance of the album.

16. USE
The design of my Digipak uses conventions of a real media product, I used a digipak template which
enable me to layout and design my Digipak accordingly. The template also enabled me to project a clear
layout of my design so that I could receive a variety of feedback relating to my design. The setup of my
album design became easier after I researching into professional artists’ digipak structures and layouts,
using a similar template to replicate a real media product. I used a popular design that is beginning to
trend on the front of album designs: a line drawing. The unique boho-esque appearance creates a home-
made feel which is a detail that an audience appreciate.
DEVELOP
I creating a running theme which features in my digipak design, music video and poster. A part of
Andrew Goodwin's’ Theory states that certain music labels have certain demands, by creating an
aesthetic I was able to develop media conventions through adapting the designs I created for my digipak.
After creating multiple designs and variations of my digipak design, I asked for feedback so that I could
create the best, combined design that would receive the highest attention from an audience.
CHALLENGE
The colours I chose for my digipak design are uncommon. Although a black and white colour scheme is
popularly used on front cover album designs, I chose a purple and off-toned black to be the base colour
for my album. This softer colour emulates a grudge-like appearance, it is also the same colour used for
the silhouette found on my poster design; if the background was a solid black colour, it would have
appeared too brusque and harsh. The colour scheme challenges the conventions of this form of media
product.

17. A poster design advertising the artists album is a popular way to increase an
audiences awareness of an up and coming album release. Using bright colours to
insinuate important information, an artist is able to imply a sense of urgency and
attention towards the release (dates) of the album. The poster would also increase
the amount of income they may receive from the album. An increasing popular
trend featuring on poster designs advertising an artists album is a ‘#’. The hashtag
is usually followed by the name of the artist/ band or the name of the album, this is
another form of increasing the awareness behind a release of an album. The
hashtag, when used on social media sites, will start to trend. If it becomes popular
and it will start featuring automatically on peoples social media. A hashtag is also a
way for an audience to interact with their favourite artist. On my poster I used
bright red to contrast with the white, black and grey background, the red
foregrounds the information about the album.

18. USE
The layout of my poster follows the conventions of a real media product, after researching and analysing
four different poster layouts and design, I used a traditional template to enable me to structure where
the information that will be featured on my poster where it would be placed. Studying other media
products enabled me to understand what was essential and what was not needed to feature on the front
cover of my poster. I also used the same colour scheme from my Digipak design with my poster, like
other artists and designers, the same designs shows a connection between the two products.
DEVELOP
By creating multiple designs and variations of the final design for my poster, I received enough feedback
to create a design that would have a higher and positive response from an audience. I develop the forms
of a real media product by using the same colour for ‘ALBUM AVAILIBLE NOW’ and the name of
Capaldi’s website, I was able to reinforce the desire from the audience to want to get the album to also
visit the website.
CHALLENGE
My poster challenges the forms and conventions of real media products through the lack of identity
through the use of a silhouette. The lack of identity enables the audience to imagine a body and face that
they see fit to represent the album or artist. The popular media products typically feature either the
artist them self or an image that may be relevant to their carrier journey, or what type of music can be
found in their album (i.e. ‘Blueprint’ by Jay Z features piled up, white painted musical instruments
compared to ‘Back From The Edge’ by James Arthur which features a mid shot of the artist.)