The document discusses the purposes of various elements of music videos and complementary print products. It addresses how they were applied in a student music video project. The purposes discussed include using stereotypes and objectification to attract target audiences, establishing star power through prominent imagery of the singer, telling a simple story to engage viewers, and promoting the artist and new album through magazines ads and a digipak package. The document provides examples of how lighting, costumes, shots and other techniques were used to achieve these purposes.

1. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE,
DEVELOP OR CHALLENGE FORMS & CONVENTIONS OF
REAL MEDIA PRODUCTS
Question 1

2. How can these Music Theorists be applied to our video?
Sven Carlssons theory is
supported within our video
as there are two different
things happening, we have a
storyline of a girl who is
trying to get over a boy.
Alongside the love story we
also have a dance routine
in the video, showing a
friendship and a group of
dancers which have a tight
bond. I believe having
these two story lines
creates a more entertaining
video that will keep the
audience interested.
Our music video supports
Michael Shores theory by
us using only girls in
our video, this will
appeal more to boys, with
them finding the
attractive, we dressed
them up in appealing
clothing.
In this video we used
women as a selling point
for both males and
females, we believed that
Ellie would attract males
and therefore objectified
her in that way. We
thought if it was males
dancing it wouldn't have
the same effect and we
would be aiming it at a
smaller audience.
Sven Carlsson Michael Shore Andrew Godwin

3. What are the main PURPOSES of music videos?
Our music video was created to entertain our target audience
and people who are fans or who enjoys Kehlani’s music.It was
created to promote the song ‘DID I’ and also the artist
herself. The video creates a star image of Kehlani and helps
create a fanbase who both like the music and also the music
video. The video itself uses a house style and helps put the
meaning of the song into a physical piece.

4. What are the main PURPOSES of Mise-En-Scene...
We made sure we had very simple
and baby costumes, this meant that
they could flow while dancing and
not look too tight. In the parts
of the chorus we had Ellie wearing
bright clothing and the three n
the back wearing darker clothing.
For the lighting in our music video we
had a lot of natural light. This was
while we were walking around and film
different locations of Ellie singing.
For the chorus we had the front light
and then two either side. We wanted to
show the light in the video to make it
look more natural and not like it had
been put there for the video.
The make up was very simple,
nothing to intense and we wanted
Ellie to look like she would
normally.This was also good as we
could easily create the continuity
throughout the different scenes.
Costume Lighting Make Up
Throughout the video we wanted Ellie
to look like she had something about
her, we wanted her to give the camera
a bit of attitude. This took her a few
attempts to achieve. We also needed
her to walk down the stairs,
throughout the video we use simple
shots which were very easy to act out,
these looked really good once they
were put together.
We didn't have many props in our
video. We had Ellie holding her phone
and ringing it and that was about
it.Yet the shots were very hard to
film with these as it took a lot of
time to sync it and time it properly.
It took us around three tries as the
first few were too dark dn you
couldn't see Ellie answering the
phone.
Throughout our video we had
many different shots, we had
some on the TV studio, some
from our trip in warehouse and
others from around BOA like
our stairs, brick wall and
other backgrounds.This gave us
a huge range to work with.
Acting Props Setting

5. What are the main PURPOSES of the Camera...
In our music video we had many
different shot, we used many
head shots. These often
glitched in to a either a
close up and extreme close up,
this was often when there was
a beat. We also had a long
shot this meant we could fit
in all the dancers. We used
this in the chorus. We also
used it when Ellie was walking
down the stairs. It enabled us
to get her walking from the
top to the bottom. We also
used a tracking shot where the
camera followed her movement.
Many of the angles used were of us
looking straight on at Ellie. This
was because we wanted it to be
like audience was watching her
from a straight on point of view,
making them feel like they were
there. When we recorded her
walking down the stairs we filmed
he from the back. This was so that
you would have the feeling that
the camera was the guy ringing her
and that he was looking down on
her, that why he was calling. This
all changed when she ended it and
the camera was on the same level
as her, it then eventually
disappeared and went black like
there was nothing there. This
represented there relationship
from her point of view.
The movements of the camera
are quite simple. We had
the camera tracking Ellie
quite a bit throughout. We
then had a very still shot
of them dancing, this was
to contrast the use of a
handheld camera in the shot
of Ellie's head.
Shots Angle Movements

6. What are the main PURPOSES of the Editing...
Our clip ended up as 3:30.
This meant that what we
created ticked that part of
the brief. We did this by
using the similar clips of the
chorus. We also had parts of
Ellie lip syncing, ones of her
on the phone and then finally
the phone call. This also made
the clip a bit longer, yet we
did cut out some of the music
as we thought that it would
bore the audience and that it
seemed a bit pointless if we
added another minute after the
phone call, it instead added
and concluded the story we
wanted to add in.
We wanted the video to be
very glitchy and
colorful. We wanted dark
lights with bright stand
out colours. This was
done by intensifying the
colour and overlaying
different clips.
In our video I mainly
used a cut transitions
and a fade. The fades
meant I could easily
overlay the video and
make a really simple
transition into the next
clip, I think it looks
clean and professional
this is the same for the
jump cuts which dione use
any heavy transitions.
These were the only two
used throughout to keep
the continuity in the
video.
Length of the clips Special Effects Cuts/Transitions

7. What are the main PURPOSES of Stereotypes?
We have confirmed with our genres stereotypes, this is so we
attract our target audience that we wanted to sell too. I f
we change it up to much it wouldn't meet the demands and
would attract a smaller audience in which we might have not
intended to meet.
What are the main PURPOSES of StarPower?
The main purpose of StarPower is to make sure everything is about the singer
as you want to stand her out of everyone.We did this buy giving her different
colour clothes compare to everyone else.We also put her in the front and
featured Ellie in every clip of the video.

8. What are the main PURPOSES of Objectification?
In out music video we used a slightly more revealing top, to objectify the
lead singer. This would attempt to attract boys as they would feel engaged
because shes good looking. They will then watch the video and then be
interested in looking at the tour poster to go and see her live,this could end
in the purchase of the digipak.
What are the main PURPOSES of Story?
The main purpose of the story is to make sure that there is a
reason for the audience to watch the video and it's there to
keep them engaged for the three minutes. We had to make sure
the story was also simple to stop them getting really
confused.

9. What are the main PURPOSES of a digipak?
The Digipak is another style of promotion. It lists all the artists
songs and features information about them and what is on the CD.It
also give the artist a corporate image which fans can link both the
artist and the album release with.It's also there to inform fans of
the artist and give them a exclusive look into how they made there
music, through images and text. Many people prefer this through
images, they include exclusive imagery which I have done, this makes
the Digipak kind of limited edition.

10. What are the main PURPOSES of a magazine
advert?
This magazine advert was there to bring in an audience, to promote Kehlani,
her son and her tour. There was also a small buy it now banner to promote her
album/digipak which it releasing alongside her tour. This poster would be in
magazines which relate to her hip-hop genre.This means that people who enjoy
her music would probably give her stuff a listen. This then means her fanbase
will get bigger. The poster also included dates and venues of where she is
touring. It also gave a website and social media links for people to know
where to go to buy tickets to her concert. At the bottom of the page was her
album release which is released alongside her tour and will be available to
buy now. Mialy the poster is there to promote Kehlani herself, with her name
at the top and the main image on the poster is of her.

11. What are the main PURPOSES of Mise-En-Scene...
For the photoshoot we made sure
Ellie was wearing the same clothes
as in the video this would give a
clear link between the two. The
costume also had a urban feel to
it.The colours were also nice and
simple using red and white. Which
compliment each other very nicely.
For the photo we used a bright light
to create a clear view of Ellie. The
lighting is really important for the
photography as it makes the image
stand out. For the photo we used a
bulb instead of natural light as it
was more powerful and gave a stronger
focus on Ellie.It also gave the photo
depth instead of being so dark that it
looks really flat.
The makeup in the print
product was also simple
like in the music video. We
made sure this linked back
to the video to show that
they are part of the same
product.
Costume Lighting Make Up
There was no Acting or props
used for the print product as
the photos were still and the
photos we used were of the
dancers form the video itself.
The photos were took in the Television Studio at BOA. This meant
they were took in a professional environment with professional
equipment to get the lighting and the surroundings as good as we
could. We used a big roll of paper to get the white background. I
used photoshop to edit the surrounding and to add shadow which
wasn't already there. This worked really well and looked very
realistic.
Acting and Props Setting

12. What are the main PURPOSES of the Camera...
The purpose of the shots we
took were to make the Ellie
stand out and give her
Kehlani's pursona. We did this
by taking a huge amount of
photo of her in many different
positions.We did try a whole
lot of different shots like
close ups and extreme close
ups but for my products i
liked the ones that had her
full head and her waist up in.
I thought the best angles were
the front on poses as it
looked like the audience was
looking straight on from her.
I also liked the ones of her
looking over her shoulder, but
I felt like it represented her
looking back when instead we
want her looking forward as
this strong independent women.
For the movements, we had
ones where she was
dancing and then ones
where Elie was looking
over her shoulder. Yet
the most effective iones
were when she was
standing still and
straight on as then we
could go closer and
further away to get the
type of shot we wanted
for out print product.
Shots Angle Movements

13. What are the main PURPOSES of the Editing...
The special effects on the
photos were very important tio
me as once I had took the
photos I had decided that I
wanted Ellie to be coming from
the darkness. Yet we didn't
have that already so I had to
do it using the pen tool. I
started of by colouring in
all the space behind Ellie
which gave me a small outline
around her. I then used the
same pen tool but blurred the
edges and lower the opacity to
make it look like that
darkness was leaving, this
worked really well and looked
really effective compared to
the original.
Throughout our print work
I used a red,blue and
purple colour scheme,
this meant I was able to
link all my product
together. I changed the
colours of the image to
match the colours as
well. I used a blue
background with red type
this could also easily be
switched around to create
a collection with the
same effect.
For my typography I used
modern san-serif font.
This was to go with the
urban modern style which
we had created throughout
the music video. The
glitch affects is all to
with modern technology
and that why we chose our
font.
Special Effects Colour Balance/Correction Typography

14. What do we Expect from Stereotypes?
The our music video convert the stereotypes and use the same
style in which other Hip Hop/ urban artists have used.
What do we Expect from StarPower?
Like the music video, the complimentary print products display big images of
Kehlani to make her stand out and make her the main image. For the the Digipak
she is on the front with images of her backup dances in the insert. For the
Poster she is the only person on the poster which mean all the attention is on
her. Having her on the forn means that fans will be attracted to what it's
promoting form when they first see the products.

15. What do we Expect from Objectification?
The digipak and poster objectifies females, we see Kehlani
standing a strong independent woman. She is wearing a top
which revels here tummy and collar bones, males will be
attracted to this as some will see it at revealing, this is
part of Michael Shores theory.
What do we Expect from the Meaning?
The meaning of the products was to promote Kehlani we did
this by making her the main image and showing her as an icon.