Media Evaluation

1. Evaluation: Question 1

2. What did you learn about what the
conventions were of real music videos?
• The conventions of real music videos are always dependent on their genre as there are specific conventions that apply
to pop//rap//rock.
• The camera shots in music videos is vital as it used to emphasize the artist, location and emotions. CU’s are used to
really emphasize the words of a song and lip-movement of the artist. LS are more common in concept videos which
will not necessarily link to the lyrics. Taylor Swift uses very similar shots in all of her music videos especially CU to see
her emotions within the narrative, these are known as money shots.
• The mise-en-scene in a music video is vital as it allows the audience to recognize the genre. A good example of this
would be Versace– Migos. The expensive cars and money are illustrative of rap, and the editing are quick jump cuts to
keep with the fast pace of the song.
• Editing is also crucial for a music video because it allows the video to be smooth and for the audience to follow the
narrative providing there is one. Jump cuts are conventional for music videos as they provide a sudden change from
one scene to another. On the other hand, transitions such as fades and dissolves are also common as they create a
different effect to a cut.
• Lighting is one other common convention. Some videos may be in a black and white to represent a certain look, mood
or time period. Whereas others have artificial lighting to enhance the artist’s look. This will embrace the theory of
Richard Dyer and something we used in our own video using studio lighting.
• However, music videos are also used to greaten the star persona//image of an artist as stated by Richard Dyer, this is
typical within Rap but also Pop. In our music video, this is not as apparent due to the nature and style of our video,
although we have made sure that our artist is the only person in the entire video.

4. What did you learn about real music genre
conventions?
• The genre conventions for pop are camera shots and locations. Studios are extremely
common within pop videos as they are performance based, however include narratives. On
the other hand, the magazine adverts and digipaks take the focus towards the artists name,
having said this, the key image will be the artist and usually a studio shoot.
• Within our music video, we have included a restrictive narrative, showing only certain parts
of a narrative. We did this, to make the audience think more deeply about the story and
lyrics to the song. For my magazine advert and digipak, I have used some of the
conventions to relate to the genre, including the layout and typography, although my key
image is not studio based. I feel this makes my products more unique and memorable.
• We have also incorporated Goodwin’s theory of relating the parts of the narrative shown in
the video to the lyrics and beat. For example, we have achieved this through illustrative
measures (photographs shown at specific intervals that matches “kids”).
• Through real and our media products I have learnt that genre conventions are crucial for
representation to the audience as it enables them to recognize the artist. Not only that,
the conventions also mean that music products have the ability fully utilize every aspect ie:
pace of the song, lyrics, location etc.

6. What did you learn about real Digipak
conventions?
• The conventions for digipaks are that the artist name will be bigger than the album but
also the 6 panels will all relate and link to magazine advert that ties it together allowing
the audience to recognize each product. Although some front panel images will also
represent some of the artists songs// music videos.
• Institutional information will be visible usually on the back panel, it is also noteworthy
that the front and back panels act as the ’main promoters’. The inside panels theme will
be more subtle or may even be one continuous image such as Rihanna’s digipak.
• In my personal digipak, I have followed the general rules. My front panel image is an eye-
catching image and relates directly to my magazine advert. My inside panels are more
subtle and carry the same theme which is nature oriented. This is also a reference to the
music video and the idea that kids are avid tree climbers. This is similar to Stanley Cohen
and his theory of a particular group however, it is not a negative representation.
• Overall, I have learnt that the digipak is important to sell the album, the design is vital for
this and so the conventions help in terms of layout and design ideas. This can also help
create a particular style including Bastille. Also having similar images on the digipak and
magazine advert creates synergy which is key for the marketing campaign.

8. What did you learn about real Advert
conventions?
• The magazine advert conventions are fairly similar to that of the digipaks. The
artists name will be larger in size than the album name, although in Pop, the image
will usually be a studio LS//MS of the artist. Also, with the conventions, a lot of
the attention will be brought to the text, this can be seen through Olly Murs.
• There will also be information about the digipak, there may also be review quotes
telling the audience how the album has been professionally rated.
• With my magazine advert, I have made sure I brought attention to the text and
sued specific typography that is completely unique, and therefore, identifiable to
the audience and artist.
• The magazine advert is also conventional in terms of layout. The layout of my
magazine advert is very conventional for the pop genre. As can be seen from,
Bastille and my own.

10. How your use of conventions might attract or
appeal to an audience?
• The use of conventions within all of my media products (magazine
advert//digipak//music video) would attract and appeal an audience because they
have all been used in the correct way.
• This is referencing Blumler and Katz and the uses and gratifications idea. My media
products are subtle in theme and contain relatively relaxing colors (advert and
digipak). Having said this, there are some conventions that have not been used
such as key images and the unrestricted narratives.
• These would appeal to the audience as it will act as escapism from everyday life
and allow them remember what life used to be like, and therefore resulting in
more repetition in terms of re-watching the video, and purchases of the magazine
advert and digipak.

11. https://youtu.be/Ahha3Cqe_fk
Katy Perry – The One The Got
Away (restricted narrative)

12. Have you adapted any conventions on the
three of your media products?
• I have not adapted any conventions on my media products.
• The reason why is simple, I felt as though it would not be as effective towards the
audience and getting a good reaction from them. But also, it would not look good
if the convention was not used in the way it was intended to be used in.