2. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE,
DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?

3. 
The purpose of my A2 media coursework was to create a conventional music video which would
be able to appeal to a specific target audience of its particular genre. During this creation process
there were different set stages which I had to surpass in order to accomplish and fully create this
successful music video. Firstly, I had to research into music videos of different genres and styles.
This then led to analysis different theories recognizing the effects they have on a music video.
Lastly, in the last stage that is when the planning of my advert and digipak began before the
actual production of filming and editing the music video.

A music video is viewed to be a video which is accompanied by music which is often created by an
artist in order to promote their image and music. Music videos visually compliments a song which
influences the audiences decision on whether they want to purchase the song/album or not.
However, music videos are used for other motifs such as to sell/promote other products such as
clothing or even In to promote a particular value, ideologies and lifestyles.
Music videos however to this day all have the same purpose of promotion the artist or companies
image and according to Goodwin this is done through the use of:




Narrative
Perfomance
Concept
Performance
based example
Narrative based
example

4. DOES MY PRODUCT DEVELOP OR CHALLENGE FORMS
AND CONVENTIONS OF REAL MEDIA PRODUCTS?

I believe that my media product does develop whilst following the conventional elements of a real media
product in a variety of ways. My music video implements features of both performance and narrative based as
it is seen as conventional to the house genre and would meet my audiences expectations as this is what they
expect to see. Moreover, these two features are used by many artist in the same genre which is what further
influenced my decision. Here are examples of 5 conventional music video elements which I implemented in
my work in order to help create a conventional and successful music video:

High key lighting was used during my music video in order to allow my audience to see the video clearly thus
allowing them to understand properly. Additionally, this highlights the artist to the audience therefore
promoting his star image and recognition.
Close up shots were used in order to help highlight my artist which then allows me to promote his star image
and allow the audience to recognise him as the main artist in order to avoid any misunderstanding's and
confusions.
Editing is seen as conventional in any video production as this allows the visuals to compliment the song thus
creating a specific response amongst the audience. A general pace of editing was used in my music video as I
wanted to make sure it matched the pace of the song.
Mise en scene such as costume, hair & make-up compliment the music video as these can be used effectively
on the background characters or even the artist in order to promote their values and ideologies.
The artist’s star image is portrayed in a specific way in every music video through the use of editing,
cinematography, lighting etc. Their star image determines how they’ll be viewed by the audience once
promoted. Whether they’ll be seen as a commodity or just another ‘’product’’.





5. 
Music videos are generally created for entertainment purposes as they are used to entertain
their target audience whilst forming a close trust relationship with them. The use of different
micro-elements allow artist to do this in various different ways as well as editing their image
which they want to portray to the audience.

•
•
•
•
•
Micro-elements
Cinematography
Editing
Lighting
Sound
Mise en scene
Mise en scene example
Cinematography
example

Editing
example
Lighting example
Music videos are notoriously famous for having a dual purpose or motive which influences the
decision they make and allow them to manipulate the target audience as when creating a music
video, the main focus and the one thing in front of everyone’s priority is the target audience.
The manipulation is done through the use of different micro-elements as they allow the
audience to gain a better understanding of the song whilst offering them a visuals to an artist’s
music video in order to compliment the lyrics. This is effective as it makes the lyrics and visuals
more memorable and visually appealing to a wider audience.

6. CINEMATOGRAPHY



Cinematography is considered to be one of if not the most important micro-element which
determines the audiences perception and can be used to create a ‘artificial’ image of the
artist in order to turn him/her into a commodity. The process of building a relationship with
the audience is seen important if you want your product to sell as for most artist
cinematography captures their engagement thus allowing it to show the world the real them.
From my primary research I found that a variety of cinematography styles such as close ups
and mid shots are used within the house genre music video in order to be conventional
whilst creating a specific response amongst the target audience.
Below are some comparable music videos and their use of conventional cinematography
which help influence my decisions:
Rudimental ‘Long Shot’
example
Matrin Garixx – ‘Mid Shot’
example

7. CINEMATOGRAPHY

Conventional cinematography was used within my music video such as close up shots and mid shots as this
allowed it to follow Andrew Goodwin’s theory thus allowing it to be visually appealing to my target
audience. Goodwin States that micro-elements must be used in order to create a conventional video and
this thus determines the success of the video. Close ups are used in my video to allow the audience to
recognise the artist thus creating a sense of familiarity. Moreover, close ups allow me to portray my artist’s
star image and also representation through the use of his facial expressions which are captured on the close
up. Mid/Long shots are used in my music video in order to highlight my artist and promote his star image. It
was accompanied by natural lighting which gives the audience a clear sight of the artist therefore enabling
future recognition. Using these cinematography shots has allowed my audience to be able to identify the
main artist. Conclusively, I hope my audience will also form a abstract relationship with my artist as this will
push him one step closer into turning into a commodity which everyone wants and needs. Richards Dyer’s
theory wasn’t implemented in my music video as I made sure our female characters weren’t portrayed to be
perceived in a voyeuristic manner. Additionally, this decision was based on the probability of the females
taking away some of the attention from the main artist as he is the one we are trying to promote.

8. ‘Long Shot’
‘Close Up’
‘Mid Shot’

9. CINEMATOGRAPHY:
CAMERA MOVEMENTS

•
The movement of the camera must be utilised effectively in order to capture certain cinematography shots
which will help promote our artist’s star image. In addition, various different camera movements also
contributes to the dynamic process of forming a relationship with the audience. Moreover, different camera
movements allow the creation of different effects such as the tilt, panning and the crane shot which allows us
to show the audience our dancers along with their unique dancing movements.
There were a few theories which I challenged in the creation of my music video due to the camera shots I used
and also the way it was utilised. Mulvey’s ‘Male gaze’ theory was not represented in my music video as it is
based around how females are made to look in order to attract men to the music video by behaving in a
sexual manner. This is normally done through the movement of the camera around the females upper torso
area. Andrew Goodwin also clearly states than any conventional music video should contain at least some
element of sexual magnetism. I challenged both these theorist as I did not include any ‘conventional’
voyeuristic element as my music video is based performance and narrative based in order to represent the
correct representation of my artist and video.
Voyeuristic example

10. MISE EN SCENE:
 Mise en scene is an important aspect which should be thoroughly considered and planned as it
helps build the artist or actors representation in a particular way depending on how they are
portrayed to the audience through the use of how they are made to look. A strong and effective
use of mise en scene in a music video will allow the audience to immediately recognize the genre
due to how the characters and artist are made be to perceived through the use of this element.
There weren’t any theorist evident in terms of mise en scene as Dyer and Goodwin for example
both just relate mise en scene to the way women are made to look which does not relate to the
style of my music video, however with this said I do still want my artist to look attractive and
appealing therefore turning him into a commodity which everyone needs to have.
Mise en Scene is made
up of 5 elements:
• Position
• Costume, Hair &
Make-up
• Lighting & Colour
• Body language &
facial expressions
My Artist
Disclosure

11. MISE EN SCENE: BODY LANGUAGE AND FACIAL EXPRESSIONS

Body language and facial expressions is a important mise en scene as it able to indicate to the audience how
the person being focused on is feeling which rules out the risk of misunderstandings of what is taking place.
Body language and facial expressions was a key element which I utilised effective in my music video as I
wanted to get my audience into the thoughts of my artist. This was done and complimented through the use of
cinematography shots such as close ups as they allowed my audience to get a direct look at my artist which in
hope influence their decision on how they may choose to perceive him. Additionally, the use of body language
allowed me to set the context very early on in my music video without having to go into much detail in the
actual video as For example, the two characters at the start are seen walking around all calm and relaxed
which suggest that they have a close formed friendship. This is also emphasized through the use of props such
as the friendship bracelets they were made to wear.
My music video examples
Rudimental example

12. MISE EN SCENE: ICONOGRAPHY

Iconography was used during my music video in order to transmit certain narrative and emotions to my
target audience in order to give them a better contextual understanding. I used the matching watches
worn by the two younger characters as I thought this would be the best way of conveying certain
narratives to my target audience. This is because my audience will be able to interpret that the two
characters must have a closed formed relationship with one another. Moreover, this then allows my
audience to relate themselves to the two characters through the sense of empathy as they may have had
a best friend during the early stages of their child hood.
CYCLES Music Video by Zoy
Winterstein

13. MISE EN SCENE: ICONOGRAPHY

Iconography was also used at the start of my music video as there is a stereo and mobile phone in the
frame before the camera zooms in onto the mobile phone which had an unknown person playing our
music video song right before it the song started. This is effective as it adds professionalism to our music
video thus making it more appealing and more likely to attract our target audience range. In addition, a
mixer is briefly seen in one of the scenes before a hand is then seen moving one of the volume settings
up, this then leads to the music video’s volume increasing on a whole. This is effective as it has been seen
in other comparable products which contributes towards the conventional sense I was trying to create.
Furthermore, I believe iconography was clearly and effectively used within my music video as it helped to
attract and keep my audience engaged throughout the music video which is very important.

14. MISE EN SCENE: SETTING
•
The setting in my music video was based around a white background as my artist wasn’t seen
singing in any other locations. This is because it therefore forces the audience to focus solely
on the artist without any distractions, this In turns promotes my artist’s star image and
recognition levels. This was used in many of my similar music video’s which influenced my
decision upon implementing in my own music video. In addition, it also adds to the
simplicity of my music video as I wanted it to be very direct and straight to the point For
example, the friendship bracelets worn by the two characters was shown very early on
during the music video. This was however still effective to the house genre as the narrative
based scenes such as the dancers dancing and shots of different graffiti locations relates to
locations which are often used in a house genre music video. This therefore meets the
audiences expectations whilst adding professionalism to the music video.

15. MISE EN SCENE: SETTING
Comparable product
white background
Comparable product
graffiti location

16. MISE EN SCENE: LIGHTING & COLOUR
 Throughout my music video during the scenes of my artist singing against the white background
high key lighting is used. This is because it will really complement the white background and my
artist by making him look more distinct which reminds the audience that he is the actual artist
and should be the focus of their attention. This in turn is seen as a promotional tool as it helps
promotes his star image. Also the lighting transmits the artist’s representation to the audience
as the lighting convey the cool and relaxed interpretations to the audience. This was also used
in many of my comparable products as like with me they also wanted to make their artist the
focus of the scene.
 Although bright lighting is used in the performance side of my music video, a large majority of it
uses a low key lighting. This is because it compliments other conventional elements such as the
use of iconography and locations. In addition, this also helps to reinforce the house genre sense
into the audiences mind in order to meet their expectations.

17. MISE EN SCENE: POSITIONING
 Thorough my music video, a variety of different positioning's were used when focusing on my
artist in order to capture him at different angles. This allows the audience to view him from a
different site through the use of high angles, low angles shots. This is also more effective than
having one positioning as It’ll look as if it is just one long scene which wouldn’t appeal to the
audience much, in fact it may just bore them. By placing my star in different positions it allows
himself to be promoted to the audience due to him being shown in different perspectives whilst
raising his recognition levels. This can be linked to theorist such as Goodwin as he states how
the artist’s positions can help form a bond with the audience.

18. MISE EN SCENE: COSTUME, HAIR & MAKE-UP


The costume used by my artist and characters within my music video was
picked thoroughly and carefully as it is very important as it is what encourages
the audience to buy into the artist’s lifestyle thus further boosting his fan base.
Costume is also used as a promotional tool in music video’s as my artist wore a
particular brand of clothing. This will then be copied by the audience as they
want to share a resemblance with the artist. In addition, the audience will look
up to the artist as a sort of inspirational figure which in courage's them to buy
into the lifestyle. This can be linked to Dyer’s Star theory which clearly states
that consumers all aspire to be like the artist they follow and this is done
through buying into their lifestyles, sharing their same values and norms etc…
I along with my fellow peers decided that it was in the audiences best interest
to keep the costume, hair and make-up simple as we didn’t want to take the
attention away from my artist and also the narrative based. The characters
were all just casually just so highlight the fact that they are dancers whom
don’t have a set dress code to dance, this meets the audiences expectations
and helps relate back to the house genre. Our artist was also dressed casually
in order to emphasise his representation of being cool and laid back. He was
given a clean shave and hair-cut in order to relate to his representation of
being young. This is effective as the audience are able to relate to this due
them being young adults know how themselves along with other young people
like to look good. In addition, most of my music video comparable products
didn’t use much costume, hair and make-up in order to reduce the chances of
taking the audiences attention away from the artist.

19. EDITING
Editing is a major element which must be thought through carefully when creating a music video as it helps
determines the overall pace of the video and also to convey the atmosphere of certain scenes to the
audience. The editing should match the beat of the song in order to create a successful and conventional
media product which is visually appealing to the target audience which entices them to watch it. A lot of
montage shots are used at the near of my music video in order to grab the audiences attention and entice
them into wanting to watch more. In addition, this is seen as conventional to the house genre as the fast
pace edits are conventionally used within house genre music videos. Moreover, my editing ideas were all
mostly taken from my comparable product influences as they all used editing to create a set atmosphere
which will contribute towards influencing the audience’s decision on whether they want to keep watching
the music video or whether they want to take a step further and purchase the product.

20. EDITING


The most effective editing technique used in my music video was of course
the quick cut montage shots which were used to show the artist in a list of
different positions and poses and also to view the different conventional
graffiti house genre location. This is effective as they are seen as
conventions which should be included in any house genre music video,
therefore meeting the audiences expectations. The editing is effectively
used as it matches the beat of the song which creates more of an ‘WOW’
effect amongst the audience. This is done in order to capture the
audiences attentions very early on in hope they’ll be amazed and want to
watch more, therefore influences their decision on whether to purchase
the product or not.
A reverse shot was used during my music video when one of the younger
characters did a knew slide on the floor. The characters movement was
then rewind back in order to create the reverse effect. This was effective as
it adds to the uniqueness of the dance moves used in this video. It also
helps to keep the audience enticed and focus on the music video.
Reverse shot example

21. SOUND

The song I chose for my music video was ‘What I might do’ by ben
Pearce. I chose this song as I believed it will be able to effectively
compliment my graffiti locations which I aimed to implement in my
music video. This is because it will make my music video look more
visually appealing therefore encouraging the audience to buy my
product. Moreover, this song along with the locations I used allowed
me to effectively reinforce the genre of the music video into my
audiences mind. The song conveys the artist’s representation to the
audience as just through the way he sings it is clear he is a very laid
back and cool person. This is emphasised through the use of
cinematography and editing shots. The pace of my song was made to
match the visuals in order to effectively appeal more to my target
audience whilst staying relevant to the house genre. I chose to follow
Goodwin's theory of having the lyrics and pace of the song relate to
the visuals used as I noticed this was also conventions of real media
products which influenced my decision to implement this in my own
music video.
What I might do
lyrics