A2 media advanced portfolio

2. Main task:

3. We had a strong idea of what we wanted for our main task, our
music video, as soon as we listened to the song we were making it
for. However to get the most authentic outcome possible we did
research into existing music videos to understand the codes and
conventions of this media product.
For this evaluation we have taken two example videos, one used in
our research task and a new one, to show how our video conforms
to the conventions found in the genre of music video we are chose
to produce.

4. Conforming to Conventions:
The shots below our music video shots, taken from the
example research videos evidence clearly how our video
follows the conventions. We employ the stereotypical mis en
scene and imagery (e.g seagulls, throwing stones,
contemplative stares) frequently throughout the video, whilst
maintaining a level of originality.

6. This shows how we follow conventional shot types in our video, for instance extreme low
angle, cropped close ups and shallow depth of field shots with pulled focus, e.g. the hair.

7. These examples show how it is conventional to have footage with a muted faded tone.
This is partly achieved by choosing a fairly grey day to film, and editing the footage colour
in the same style as our focus videos.

9. There isn’t much about our music video which sets it apart from the majority and
makes it particularly unconventional within its genre. Perhaps the artists not
appearing in the video is challenging a convention, however in the Jamie T video,
Jamie T doesn’t appear in the video and uses a child protagonist instead so we
can see this approach isn’t entirely unconventional.
This is what Sven E Carlsson categorises as conceptual videos: when the
audience watch something other than the artist throughout the video.
Challenging Conventions:

10. Our video slightly develops the stereotypical conventions via its inconsistent
representation of the protagonist. The different shot types create different the
hermeneutic codes within the narrative in the video.
Developing Conventions:
Low angle – superior strong individual
High angle – inferior , defeated,
scared, powerless
Extreme expression- happy
smiling laughing
Extreme expression- sad
upset
Fierce determined
empowered
Innocent fragile

11. Aside from the largely blank expression employed by the
protagonist throughout the video, we also maintain a mysterious
uncertainty towards the representation by using a lot of cropped
shots, of the face or of other body parts. Similarly to a blank un-
reavling expression, a cropped shot will not show enough of the
face or person’s body language to give any clue about how they
are feeling and in turn the narrative.
Again, the repeated use of silhouette distance shots does this too.

12. • Lyrics establish a general feeling/mood/sense of subject rather than a meaning. Meaning is presented more through visuals.
YES ‘you hold this world in front of you in the palms of your left and right hands’
- video at this point films just her hand playing with the sand
‘She's just a little girl’ –video at this point is of protagonist running and chasing the seagulls in a very childlike manner
‘But…Lucy’s got the handles’ –video at this point catches protagonist (Lucy) smiling and laughing, the only shot like this of
the whole video. The lyrics mean that Lucy has actually won in this situation, she has got hold of it, and so the shot
reflects this momentary pleasure.
• Tempo of music drives the editing.
YES - our video predominantly has a slow and steady pace reflecting the tempo of the music especially the guitar, as well as the
tone of the lyrics. However during the bridge in the song about midway through, we speed up our editing dramatically and
noticeably to match the tempo of the song which effective and conventional.
• Genre might be reflected in types of mise-en-scene, themes, performance, camera and editing styles.
YES -as shown and explained previously in the selection of screen shots and annotations, the location of the beach (mise-en-scene),
the understated acting of the protagonist (no performance, pretending to be filmed candidly), the camera shot types used
(mimicked from focus videos) and the faded and steady editing style, all work to together to reflect the chosen indie alternative
genre.
• Camerawork impacts meaning. Movement, angle and shot distance all play a part in the representation of the artist/band (close-
ups dominate).
YES - the range of shots used signify the ambivalence in the representation of the protagonist, rather than the artist. For instance
the high angle shots imply her has the small, vulnerable, feeble, upset victim, whereas the low angle shots suggest her as the
empowered, liberated strong female. The long distance and silhouette shots again suggest her as small, insignificant, voiceless,
unimportant and without identity or feelings; just a body/person in the distance.
General Theory:

13. • Editing is done in fast cuts, rendering many of the images impossible to grasp on first viewing, so ensuring multiple
viewing.
NO – our editing is done in slow cuts to match the tempo of our music. Therefore it is possible to grasp a lot of the images
upon first viewing, despite them not being repeated throughout the video. However what ensures multiple viewing in
our case is the ambiguity present in the video. The narrative is largely subjective and the blank expression of the
protagonist allows the audience to make their own minds up, form a negotiated reading and use their imagination. The
audience might not initially be aware of this however and so feel the need to watch the video multiple times to grasp the
narrative, before confirming their own reading.
• Digital effects often enhance editing, which manipulates the original images to offer different kinds of pleasure for the
audience.
NO –We kept our video natural looking with minimal enhancing and no fancy or creative editing techniques or effects
• Intertextuality is often present.
NO – no intertextuality present in our video, making it unconventional according to General Theory
• Exhibitionism is the psychological need and pattern of behaviour involving the exposure of parts of the body to
another person with a tendency toward an extravagant, usually at least partially sexually inspired behaviour to attract
the attention of another in an open display.
The apparently more powerful independent female artists of recent years have added to the complexity of the politics of
looking and gender/cultural debates, by being at once sexually provocative and apparently in control of, and inviting, a
sexualized gaze.
NO -unconventionally in videos featuring a sole female figure, the video does not sexualise the protagonist or use
exhibitionism whatsoever

14. Ancillary tasks:

15. When looking at a large volume of CD covers, of all genres, it could well be
considered that it is unconventional not to have the artist feature on it. The large
majority will do this because of ‘Uses and Gratification Theory’. By revealing the artist
behind the music, it encourages the consumer to build a personal relationship with
the musician, which is technically using their entire selves to sell the product, as ____
suggested. Direct mode of address is almost always used to heighten this.
However, there is a percentage of alternative covers and posters, often in the ‘indie’
genre. With the ever increasing rise of artistic freedom in the music industry, all
consequential products are utilising this, and we are seeing more and more
‘unconventional’ forms, perhaps causing them now to simply be a different
convention rather than unconventional.
For my ancillary texts I knew I wanted to use
imagery from our music video in order to create
a strong house style and continuity throughout
my main production and ancillary tasks as well
as maintaining the homely theme we chose and
established in the Sorry Dan video. I also chose
not to include the band on the cover however I
did use the protagonist Lucy as a focal point.

16. Front Cover:
The standard almost
always followed
conventions of CD
covers are to include
the name of the
band or artist and
the name of the
album.
When looking at our
research, the band
name tended to be
bigger than the name
of the album which is
a convention I have
stuck to.
In terms of the
placement of the
text our research
showed that text is
generally placed
anywhere on the
cover therefore
showing now explicit
conventional
guidelines.
Both the title and name are in
the same font and use the
colour white edited with a
slight opaque effect. The
simplicity is reflective of the
simple photo as well as the
bands nature. The cover
continues to maintain the
genre and comply with the
brand identity again
conforming to the industry
convention and the inclusion
of protagonist Lucy who is
featured solely in the video
creates a recognisable brand
identity.
In terms of following conventions of
a particular form of existing media in
a similar genre, I chose alternative
artist Lana Del Ray who has shot her
album cover on the set of her music
video ‘Born to Die’ much like my own
front cover.

17. It is standard to have
the track list on the
back of the of a CD,
we have chosen not
to number the songs
which isn't
particularly
unconventional,
however the right
justification might
perhaps be more
unusual.
I have put a barcode
to make it realistic as
this is a convention of
back pages. They can
be placed anywhere
that fits, I made the
decision to include it
amongst the
appropriate label
logos of supporting
brands.
I have added a spine
as this is essential
and standard in a
CD digipak. We have
followed
conventions and
added the artist and
album name on it.
I have made sure to
include the small
print always found
on the back of CD’s,
usually at the
bottom, detailing
the record labels,
copyrights and
liscenes etc.
Back Cover:
We have followed
standard procedure
and included
appropriate label
logos.

18. Inside Cover:
I have chosen to spread my chosen image across both pages of the inside cover. This is not highly unusual and so
again here I am following a convention. The inclusion of tour dates on the album is a very common practice for inside
covers and so I have done this in the same style as the rest of the digipak. The vast area of water, the focal point of
protagonist Lucy and the colours conform to the established genre and brand identity which is conventional.

19. Poster:
Including something like ‘debut
album’ or ‘*artist name* presents’
etc., is a very common feature that
appears on advertising posters.
Including online and social media
platform information is crucial in
selling the artist and increasing
audience. This feature is virtually
standard in this digital age.
For the poster I have once again used a
image from the music video which I edited
accordingly on photoshop. This poster
could be considered to be unconventional,
first of all due to it being landscape however
after research into existing album posters
this has been proven to be a popular
template. Secondly the continuity of house
colours displayed throughout my digipak
have been broken however the poster
features a vast expanse of sand which is a
strong signifier of a beach which is the
location of the music video and a substantial
part of the brand identity. Once again the
photograph purposely includes Lucy to
maintain the continuity between both
ancillary tasks