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Question 1

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Question 1

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Question 1

  1. 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. 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
  3. 3. locations,cinematography,editing, costumesartistpresentationandvideostyle tocreate a recognisable popmusicvideo andpopartistto my targetaudience.

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