The music video follows conventions of the hip hop genre through its narrative focus on the relationship between a male and female artist. Elements like costume, makeup, location, cinematography, editing and sound engineering are used conventionally to portray the emotions and story. While maintaining genre conventions, some elements like lighting, iconography and camera angles are also used to further develop the narrative and themes of heartbreak. The video aims to promote the artists and their music to their target audience through an engaging performance-based concept.

2. The taskIn A2 media in our advanced portfolio the task was to create a conventional music
video to appeal to a target audience from a particular genre. In order to do this I
had to do alot of research such as music theories and different music genres. I
then used the knowledge I gained to choose a track to use for the video. Before
the beginning of the production I had to do many planning tasks such as
planning the location, Risk assessment and also planning the ancillary products
which would be used for further promotion of our star.
A music video is like a commercial for a artist they are used to promote the artist
and the music that they make. A music video can be three different things
performance based, concept based or narrative based. The video is used as a
marketing tool and the artist uses it to entertain their audience or as a way for the
artist to show their ideologies and cultural beliefs.

3. Does my product develop or challenge forms and
conventions of real media productsI believe that my music video is very conventional to real media products as
my music video is performance and narrative based throughout the video. The
research I did on the Hip Hop genre shows this structure is conventional to
the genre . Also I found that my ancillary products follow the conventions of
other ancillary in my genre. All my ancillary is consistent and I use alot of star
image throughout to make sure that I'm publicizing my star as much as I can
and example of this is Richard Dyers theory star image. Since I received the
exact response from my target audience I wanted this means they have not
just bought into my product but also my star and I have secured a audience.

4. Following conventions: Artist representation and
character representationBefore making my music video I had to research into my female and male artists
and character as they play both roles in the video. I found that in my genre the
female are represented as very glamorous and sexy and the male are represented a
very cool and handsome to appeal to mainstream culture. Costume was very
important as in this genre the artists are judged on the outfit they wear. We found
two artists for male artist/character and two artists for our female artist/character.
For the male we found Usher and Chris Brown they are both big stars. They are
both very well known in the world of music and very popular so we decided to
base our male star around them for him as an artist and him as a character.

5. Following conventions: Artist representation and
character representationFor our female star we identified two people also Jhena Aiko and Rihanna. Both
these female artists are very stylish and popular in the music industry so we have
based our female star and character around both of them.

6. Following and challenging
conventions: CinematographyCinematography is used like the eye of the audience it is their connection to the video and
what is happening in the video. Also it is what is used to show star image which will be used
to publicize our star to our target audience.
We used a mid shot to follow Richard Dyers theory of star image to show the star clearly to
our audience and make her clearly visible to the audience.
We used a close up of our artist to follow Andrew Goodwin's theory of characteristics of a
music video that close ups are used to make form a relationship between the audience and
artist making the audience feel more involved.
We used a extreme close up so that to get the emotion of the male star over to the audience
clearly so they will feel exactly the way he does.
My research on the hip hop genre showed me that close ups are very conventional to the
genre so I have used many in the video.

7. Following and challenging
conventions: CinematographyWe used a high angle shot of my male artist this gives the audience a clearer view of what is
happening in the scene and what else is in the scene and also makes him more vulnerable to
the audience.
We used the point of view shot to make the audience feel like they are really there and are
the person that the male is talking to allowing them to feel the emotions the person actually
would and make a better relationship between them and the female star.
My large range of shots shows clearly I have followed and developed conventions when
choosing my shots.

8. Using and developing: Mise en
scene
Lighting
Positioning
Costume
Mise en scene is very important in a
music video as it develops the
relationship between the audience and
the stars of the video and helps to portray
different themes in the video different
genres have different generic conventions
of mise en scene which also helps the
audience to understand what genre they
are watching.
In my video we have followed Richard
Dyers theory of star image when deciding
on costume as he said it is important to
have good costume, hair and make up.
This allowed us to think about the
costume and how we will make it appeal
to a mainstream audience. We made sure
we did this by looking at existing costume
hair and make up and basing ours off of
what we found in our reasearch.

9. Body language and Facial
expression
Female star crouching
on the floor
Male star looking at
female looking crazy
and mad at her.
Body language and facial expressions was
very important when making the video as
it helps the audience to understand the
characters much easier as it shows their
emotions clearly. A good example of this
is the point of view shot as it shows how
angry the male is at the female and he
then hits her this then allows the
audience to see what he is feeling clearly
and how angry he is by the way he is
moving and then make you feel the
emotion the female would be feeling.

10. Iconography
 My product also uses further conventions from real media products through the use of
iconography.
 We used a cup with alot of drugs around it and inside it at the beginning of the video
when it is in instrumental. I used this to show the audience what the love she has for the
male character has done to her and she how in love she is and how heartbroken. This
therefore gives the audience a better idea of the story of the video and what the video is
going to be like as it is about heartbreak and Love.
 In our music video we also used iconography of the female character writing a letter
which is the lyrics to the song throughout first part of the video for the male character.
This helps the audience understand her heartbreak that she is feeling after what he did.
Comparable product
Writing letter

11. Location
I used four locations in our music video two were to show our characters isolation
when apart one was to show their relationship when together and the last was to
show their reunion. The locations were important to show the different stages of
their relationship to the audience.
Location 1 Location 2
Location 3
Location 4

12. Lighting and colour
Throughout the video I used one clear type of lighting and colour we used low key
lighting throughout the video and dark colours to make sure that the audience can
clearly see that the theme of the video is not happy and the relationship has alot more
problems that happy moments. We also used our research and found other videos
also use dark colour and low key lighting.
Our video
Existing video

13. Positioning
Throughout the music video we have used a range
of different positioning when the artists are
performing and when they are acting. All of the
shots make sure that we have our stars in the
centre of the image to make sure the audience are
focused on them. This allows more star image
following Dyers theory and creates a better
relationship between the stars and the audience
following Goodwin's theory.

14. Costume, hair and make up
Costume, hair and make up is important as the viewer will see what the star
is wearing as something they should want wear also. So this will influence
the way that the viewers of the video will dress making the viewer buy into
the stars lifestyle.
As a group we decided our stars should look very mainstream and dress
how our audience would dress. Our male star wears very simple clothing
track suit and a vest top making some small adjustments at some parts of
the video sometimes seen wearing a black T-shirt or black jacket. Our
female star wears a vest top, a blouse and shorts also sometimes making
small adjustments seen in jeans and a vest top or in a over sized T-shirt
allowing the audience to be able to relate with both our characters much
easier as they see them as just like them.

15. Following conventions: Editing
Goodwin said in his theory of the characteristics of a music video that editing
should match the pace or the beats of the song.
The hip hop genre generally are slow and fast paced throughout the video
with a simple beat to follow so when making our video we decided that as the
song changes and gets faster and slower so would our video so wed show more
romantic moments when it is slow and more aggressive and parts where the
couple fight.
I also used jump cuts throughout the fasters paced moments to help make the
editing look alot faster.
I also used some other edits such as a overlay and a mirror to show my skill as a
editor

16. Following conventions: Sounds
The sound was only the song and it changes from fast to slow throughout the
video and has a emotional message behind it. The lyrics highlight all the
problems that are in the relationship.
We also made sure that we follow what Goodwin said and made sure that:
1. The sound should match the visuals
2. The lyrics should match the visuals
3. The editing should match the sound
Our video follows all these rules therefore making sure that the video is
conventional to my genre and other real media products.