The document discusses various conventions used in music videos and how the author's music video project adheres to or challenges some of these conventions. Specifically, it mentions that the author's music video has a literal relationship between lyrics and visuals by displaying the song lyrics on screen. This replaces the need for lip syncing and links the sound and visuals together. It also discusses using an enigmatic female singer who is never shown to attract male audiences and give her ethnicity and age an open interpretation. Voyeurism and creating an idealized reality are also mentioned as common conventions used to attract male audiences.

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

2. Andrew Goodwin
Andrew Goodwin was interested in studying the explicit
and implicit codes presented in music videos. He studied
hundreds of music video’s and argued that they all follow
certain codes and conventions.
Relationship between lyrics and visuals
Having a strong correlation between lyrics and visuals is a common
theme of the house music genre because of its association with the
partying lifestyle. House music often tells a narrative through the
songs lyrics and uses music videos as a way of amplifying the
emotions behind the stories . In the music video for Calvin Harris’s
song ‘How deep is your love’, the lyrics ‘how deep is your love?’
constantly repeat through out the video whist the ‘extras’ lust over
the ideologically attractive woman.This links the video and song
whist attracting male audiences (Mulvey).
Music Video

3. My musicVideo, ‘When the sun goes down’
has a more literal relationship between the
lyrics and visuals because it is a concept
video (Lynch).The lyrics are shown on screen
to make the audience listen to the narrative
rather than stereotypically seeing it.They
also replace the need for a lip synch as the
text links together the sound and visuals.

4. I chose a song with a female singer because I wanted
to attract straight male audiences.The singer is never
shown to the audience, creating an enigma code to
anyone who watches the music video.This gives the
age and ethnicity of the singer a negotiated reading
Voyeurism
Voyeurism is extremely common convention used
in house music videos due to the stereotypical
male audience. House video’s often create a
perfect hyperreality to attract male audiences by
providing a form of escapism from the pressures of
everyday life.

5. Similarly to ‘years and years’s’ communion, ‘rewind’ uses a
repeated symbol/ piece of iconography on the album cover to
be recognized by active audiences. Communion breaks allot
more digipak conventions because it doesn't have any text apart
from the track list on the back panel meaning that they rely on
an active audience to decode their iconography, something that
wouldn't work without having an already established fan base.
Digipak & Advert

6. I think that the arctic monkey’s ‘am’
advert is really effective in drawing in
active audiences with its bold
illustration and simplistic advert, I
took this into consideration when
creating the advert for ‘Rewind’.
I stuck to contention, rather than
creating a minimalistic design like
’am’ I added further information
about the new album, I felt it
appropriate for a new artist because
it would draw in audiences rather
than catering for preexisting ones.