1. For my mediaproduct,Ihave chosento useforms andconventionsof real mediaproductsrather
than developorchallengethem.Thisisbecause inordertocreate an accurate representationof a
popmusic video,developingorchallengingpre-conceivedexpectationsmayhave made mymedia
productunrecognisable toitsviewers.Bythis,Imeanthat the audience forapop musicvideoare
expectingtosee certainfeaturesbefore the videoevenstarts.Forexample,pop musicvideos will
more oftenthannot feature a combinationof the performance andnarrative themes,the artist
wearingmodern,fashionable clothing, andthe video beingaimedatteens-middle agedaudiences
throughthe use of ‘adultimagesandscenes.Theyare usually veryemotive,as wellasfeaturing
multiple locations andwide range of camerashotsandanglesto highlightthe storylineandemotion.
For male soloartists,particularlyinalove songthere isusuallyafemale characterinvolvedtoassist
the narrative and vice-versaforfemale soloartists. Therefore,if Iwastochange or evenremove
these expectedconventionsitwouldn’tbeenrecognisable asapop videoandprobably notas
enjoyable forthe audience. Tocreate mypopmusicvideo,Iconductedsome genre researchand
incorporatedmanykeyconventionsintothe video;whichIwill presenttoyounow:
‘Number1: - SettingandLocation’ – In manymusicvideos,particularlyof the popgenre,the artists
are commonlyseeninmanylocationsthatchopand change back andforth throughoutthe video.
Some videosfeature awide varietyof locations,althoughthese are usuallyrelatedtoa joyful/happy
songssuch as Pharrell Williams‘Happy’ thatfeaturesperformancesbyhimself andother‘dancers’
instreets,hotelsbowlingalleys,airports,boxingclubsandchurchesnotto mentionmanymore.
Whilstothervideos,typicallymore emotional andmeaningfulsongs willjustcutbetween2or 3
locations,orinthiscase justone with ShawnMendes and ‘Stitches’.For mymusicvideo,the lyrics
of the songwere all aboutthe artist’spersonal reflectionof hisrelationshipsituationandtherefore
neededtobe seenonhisownin placeswhere thiswouldhappen.ThiswaswhyIusedthe bedroom
and the underpass,frequentlychangingbetweenthe twotoshow hisplacesof reflection.Iadmit
that there couldandshouldhave beenawideruse of locationsbutlightingdifficultiesdue tobeing
filmedatnightpreventedme fromdoingso.
‘Number2 – Costumes’– The costumesthatI usedin mymusicvideohadto be consideredcarefully
inorder to representthe popgenre accurately.Asmentionedearlier,popmusicvideoswillalways
feature the artistwearingfashionable,modernclothingora type of dresssense thathighlightsa
particularstyle theywanttoconvey.For example,inthe video‘Onecall awayby CharliePuth’ the
artistis seentobe wearinga range of fashionable,modernclothessuchasa simple white t-shirtand
blue andwhite t-shirt,anavylongsleeve,ashirtanda jacketall accompaniedbyskinnyfittingjeans
and casual ‘pumps’forfootwear.All these itemsof clothingare currentandtrendyandportray this
image of the artist whoisn’ttryingto make a fashionorclothing statementbutsimplyfittinghis
style of music(screenshots/runningsectionof the video(low music) withnarrationOTT).Inmy
video,Iusedthe same approachwiththe simple white t-shirt,greyhoodie,skinnyjeansandNike
footwear.These are all popular,fashionable itemsof clothingandwere usedtocreate thatyoung,
male popartist image andbe recognisable tothe targetaudience whotoowouldwearsimilar
clothing.
Number3 – Style/Typeof musicvideo(Performance&Narrative) Popmusicvideostendtouse a
range of musicvideothemes,Performance,NarrativeorConceptual.Often2of these are combined
to create a unique appearance orjusttodiversifyfromothervideosbutthe mostcommonisthe
Performance andNarrative combination.The performance aspectisseenthroughthe physical
2. playingof an instrumentorsinging/lipsyncingthe song. The combinationof narrative istherefore
seenthroughthe artisttelling/actingastorywiththe appearance of othercharacters and clipsaway
fromthe performance aspectto presentthe story.Asyoucan see, JohnLegend’s – ‘All ofme’ single
showshimlipsyncing,playingthe pianoandbeingwithagirl toassistthe lyricsand meaningof the
song. I againused thisconventionasItoo lipsyncthe song butalso breakitup withclipsto present
the narrative and relate tothe lyricsand meaningwithshotsof bothcharacterstogetherinan
emotive way.
Number4 – ArtistPresentation –In myvideoIattemptedtocreate my artist as ‘typical male pop
artist’.I didthisfirstly throughthe use of fashionableclothing, whichformalesisusuallyacurrent
style thathighlightstheirphysique andimage,andforfemale artistsisoftentight-fitting,appealing
and provocative usuallytowardsthe male audience toportraya sexy,attractive image.Secondly,I
useda large amountof ‘face-time’onscreenandactionswithinthe narrative andvideo.Byface-
time I meanthat myvideofeaturedalotof myself lookingintothe camerawithclearshotsof my
appearance whichcreatesa recognisableimage forthe audience torememberandrecognise for
future songs.Inaddition,Ialsochose to include sceneswhere mytopwasoff and I wasseento be
witha girl,performingintimate actions.Ichose touse these conventionsto portray a young
confidentand desirablepopstartimage aimedmore towardsthe female audienceandthatis
frequentlypresentitpopmusicvideostoday. All theseconventionsare probablythe mostcommon
feature inpopmusicvideosandare vital increatinga particularstatusand image foran artistthat
can assistwiththeirsuccess. 2 examplesare withthe likesof JasonDerulo‘Wantto want me’........
and ArianaGrande‘Focus’. showinghow these are usedinthe musicindustry
Number5 – CameraWork and Editing– The camera workand editingreallymakesorbreaksapop
musicvideo.Popmusicistraditionallyfastpaced witharegular,repeatingbeatas I foundinmy
genre research.Due to thisthe camera workisusually‘active’inasense thatit movesaroundduring
the filmingandisrarelystationary, particularlyforperformance videos.However,formore emotive,
sad songs,the camera will tendtomove slowerandsometimesbe relativelystill towatchthe artist
and enhance the emotion.The editingconsistsof frequent cutsandjumpsto fitthe fast-pacedmusic
and keepsthe audience engagedatall times andwill tryandcut on the beatof the song for added
effect.There are oftenclose-upstopresentameaningoremotionthatisbeingconveyedatthat
pointinthe song and alsokeepsthe videointerestingandasmentionedearlierhelpscreate the
artist’simage.These conventionscanliterallybe seeninanypopmusicvideobutI have chosen
JustinBieber’s Boyfriend as a goodexample. Formymusicvideo,whichIdirectedandedited
featuredthese conventionsasseenhere.Forthe camerawork,I useda range of shotssuch medium-
to-close ups,close ups,panningshots,wideshotsandtrackingshotsto presentthe artistsimage,
enhance the emotionof the songandsimplytokeepthe audience satisfiedwitharange of anglesto
watch from.For the editing Iusedfrequentcuts,andtimed themtothe mainbeat of the songto
create that stereotypical popvideofeel witheasy-to-watchtimingsandstopthe viewersfrom
becomingboredwatchingaclipdrag on fortoo long.Asthe songreacheditsfinal 30-45 seconds,the
cuts become quickerandmore ‘random’tohighlighthow the narrative wascomingtoan end,that
the musicwas buildingandthe emotionwasbecomingstronger.
In conclusionIhope thisvideohasshownhow Ihave used formsand conventionsof popmusic
videosinordertocreate an accurate versionof myownthroughmy explanationof how Ihave used
