Media A2: Question 1) What ways does your media product use, develop or challenge forms and conventions of real media products?

1. QUESTION 1) WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE FORMS
AND CONVENTIONS OF REAL MEDIA PRODUCTS?
ByTrang Lam

2. What is a music video?
A music video is a short piece of visual image that accompanies a song, they are used in order to promote an artists single ensuring that the
audience become aware of the songs existence. They are primarily used as a marketing device, and without one a song is unlikely to become
popular or reach the music charts.Therefore, a music video is necessary in order to support a song and encourage it to sell.
My advanced portfolio required me to create a music video from any genre of my choice. After me and partner agree don using hip-pop and the
rap genre for our music video, it was required to carry out some detailed research into existing music videos from these particular genres and
some other similar ones too. I had to ensure that my target audience what was expected of this genre so it was important that I did some
research on the particular conventions and expectations when it came to creating my own music video. I had to ensure I understood the genre
clear to make it successful as possible.
After my detailed research into music videos, conventions and theorists associated with music videos, for example, Goodwin, Mulvey, Dyer etc.
It was time to move onto the planning stages of my production as I was now much more confident in identifying certain conventions that was
associated with my genre and music videos. The planning process consisted with planning an upcoming music video and ancillary products with
it which also required me to further create digipaks and adverts before creating my final product.
Research stage:
The research stage allowed me to research the particular conventions
of certain types of music videos with the chosen genre of my choice.
Before that, we also identified what appeals to a certain subculture as
well as ‘the masses’ due to our artist and narrative being quite unique
and distinctive to other genres.This was also likely to appeal to
subcultural values. As a result, this allowed us to scope to combine
Adorno’s popular culture theory and Hebdige’s subculture theory and
create them in our music video through the representation of our artist.
Planning stage:
I identified the micro elements of what I wanted to include in my
music video such as the representation of my artist. Planning the
narrative in depth to prevent any confusion when it was time to film
the production. I transferred the vital information onto my
storyboard that we drew up shot by shot which was used to support
us during the production stage.
RESEARCH PLANNING PRODUCTION EVALUATION

3. MUSICVIDEO INFLUENCES
Particular music videos and artists influenced our music videos as they gave my
partner and I new interesting ideas of how we wanted to use, develop or
challenge music video conventions. These are the music videos and artists that
inspired and influenced our music video:
• 67 –Take it there: body language, facial
expression, costumes and artist
representation.
• Dave x J HUS – Samantha: Shot sizes,
fast paced editing techniques
• Nines –Trapper of the year: Shot sizes
and slow motion editing techniques
All performance based with no clear
narrative

4. Does my product us, develop or challenge forms and conventions of real media products?
I have used and developed conventions throughout y music video which also highlighted it in various
ways:
• Themes: In our particular genre that we chosen, just like all music videos, they follow their own
individual themes. In the hip pop music videos, youth culture, love, money, violence, gangs are
themes that stand out the most . The themes in my music video challenges this to an extent as it
mainly focuses on youth culture and problems in our society today such as class and status that
affects lower, working class youths more negatively and how they’re typically portrayed today.
• Artist representation: My artist follows conventions of some hip pop music videos in terms of
body language and facial expressions seen by thee artists. However, in our music video, the only
small difference we changed was that instead of flaunting his wealth and status, he remains how
he is before his ‘fame’. His appearance should be appealing to a mainstream hip pop audience as
that particular subculture is able to relate to his clothing style.
• Theory: Dyer’s star theory fits the most as it can be applied as he is perceived as a performer
rather than a pop star with a specific star image. He is also more likely to perform in smaller
venues and not reach high levels of the charts as other pop stars might do. In addition, he may be
someone who is seen as a construction as he a has a unique and distinctive selling point that is
different to many hip pop stars.
• Character representation: My character follows conventions of the hip pop genre as it shown
evidently through his choice of clothing and attire, specifically ones from the UK. My character is
also further portrayed this way to make him more relatable as possible to the target audience.

5. CINEMATOGRAPHY – SHOT SIZES
While researching other
existing music videos and
how they influenced the
choices my partner I
made in our music video.
We realised that a lot of
the shot sizes in the music
video ‘Dave – 71’ had
influenced us in terms of
shot sizes. There were
several other music
videos that also
influenced us but this one
stood out the most. The
cinematography in this
had many variety of shot
sizes such as close ups
and long shots of the
artist in many different
urban areas.
The male artist ‘Dave’ is portrayed differently o our artist in these various long shots, long and medium shots as
we are able to see him lip sync very clearly to the lyrics but also take in the lyrics as well as his star image.
I have taken these shots in as inspiration and incorporated it in my music video very similarly. Goodwin’s theory
can also be applied to our music video as my artist is performing making it a conventional music video in
Goodwin’s eyes. Using different shots was important to present my artist, it was also a way to establish his
surroundings, further conveying Dyer’s star theory.

6. CINEMATOGRAPHY – CAMERA ANGLES
While researching, I also found that
many of the similar artists to mine
used high angle shots to look
vulnerable. I wanted to make my
artist to look powerful and proud of
who he is, to portray this, I used low
angle shots. I gave my artist a more
dominant image despite the
circumstances he may be in. I used
this idea and developed it to show
that the artist is his own yet still a
dominant person who is able to
express himself through his music
powerfully.

7. CINEMATOGRAPHY – CAMERA
MOVEMENTS
My research also enabled me to identify camera movements that were conventional and typically
found I the hip pop genre.There were many tracking and panning shots – the later also
predominantly used with establishing shots.With these type of shots, it also allowed the audience to
follow the artist properly as well as taking in the lyrics and establishing the environment. I used this
idea to portray my artist clearly to the audience and also used panning and tracking shots throughout
to achieve this.

8. Mise En Scene
Mise en scene includes, lighting, iconography, setting, facial expression and
body language, costume, hair and makeup.
There are 5 important parts to mise en scene as each of them have their own in
enhancing a music video – contributing to its success.They also help
determine whether or not a music video is conventional to its genre and the
music industry as a whole.The audience and target audience each have
specific expectations based on their own experiences of music videos they’ve
seen before.Therefore, they may expect certain mise en scene to be seen.This
could also increase the audiences enjoyment when watching the music video.
In Goodwin's theory, the point of the genre characteristics is important as it
covers elements of mise en scene.

9. MISE EN SCENE – LIGHTING AND COLOUR
Whilst researching about the hip pop genre, I realised that the lighting is a mixture of many low-key and high-key lighting
although it mainly depends on the content of the song and what the artist is trying to portray. This can also be applied o
the colours and filters the artist may use in his/hers music video. It usually depends on the specific content of the song and
what situation the artist is in. For example, if the artist was at a party, there will be many different types of colours used to
denote that they’re in a party, connoting the fact that they’re also having a lot of fun. With the bright colours, it would also
be accompanied by low-key lighting to show the audience that there is a party present.

10. MISE EN SCENE - SETTING
While researching locations, there were many hip pop music videos that either were filmed in big budget locations such as
inside large houses or clubs, or in urban locations. It mainly depended on the type of mood and vibe the artist wanted for
their audience. We believed that using these urban locations suited the content of the song more. These do however
challenge the conventions of a high budget, mainstream hip pop music video but as our budget was low, we used locations
such as skate parks, field and the common streets to film. Despite this, we did develop conventions for lower budge UK
based music videos as they often film in these locations as well.

11. MISE EN SCENE - ICONOGRAPHY
While researching, I was able to learn that generally in hip pop music videos, the conventional
iconography is typically jewellery and possibly even cars as way to express their wealth. I was
unable to use this and chose not to as the song didn’t really focus on money and other flashy
things. My artist is a young working class male with not much money and is more concerned with
social issues instead of boasting about his wealth.This is similar to artists such as Stormzy who
rarely shows his wealth in his music videos.Therefore I have challenged conventions by not
including these type of iconography.

12. MISE EN SCENE – FACIAL EXPRESSIONS
AND BODY LANGUAGE
In the music videos I have researched about, the artists are often happy or neutral as hip
pop videos can be more about the visuals and lyrics rather than trying to evoke emotion
from the audience. Because of this, I also decided to develop this idea and had my artist
maintain a neutral facial expression throughout. As the lyrics of the song can have a
really deep meaning, I didn’t want him to be smiling when lip syncing to the lyrics but to
look more passionate. His body language is conventional as he moves in the same way
as these other hip pop artists, using hand gestures to express his feelings when he sings.

13. MISE EN SCENE – COSTUME, HAIR AND
MAKEUP
In hip pop music videos, the most conventional outfits are usually expensive, big
brands with a lot of flashy jewellery and sometimes makeup for a flawless look. I
challenged this music convention as I decided to dress my artist in normal
clothing that many people are able to relate to. I am conveying my artist as a
working class male and therefore I dressed him in normal jeans, big puffer
jackets and caps. These are common urban clothing and therefore this
challenges the hip pop music genre.

14. EDITING
In Goodwin’s theory, he stated that the editing of a music video should always reflect the place of the
song so I decided to make this into account and develop this convention into my own music video.
This meant that I had to ensure that here were cuts in time with the beat as well as having fast paced
editing during the faster parts of the song. I also added slow motion editing during these shots to
emphasise the shot and to also evoke excitement from the audience. Another effect I also used in my
music video was a letterbox filter over the raw footage just after stabilizing it which gave the music
video a stable and professional cinematic look.

15. Sound: Have you followed sound conventions of your genre and how?
• I believe that I have followed the conventional sounds of my genre as I kept the relationship between the music and
visuals as well as the relationship between the lyrics and visuals in harmony. The support each other and work very well
as I believe it made the music video very successful and pleasing to watch.
• My partner and I also did further research into the existing music videos to identify the use of sound conventions within
the hip pop genre as it enabled us to use this and develop it into our own with the use of similar techniques.
• Despite coming across many difficulties, we used Goodwin’s theory with his 8 characteristics which use the sound to
overcome these difficulties and follow the conventions to make the music video successful. I also used the conventions
of sound by making my visuals relate to the music.

16. Does my product use, devleop or challenge forms and conventions of
real media products? (theory specific)
• Andrew Goodwin – Characteristics of a music video
• Richard Dyer – Star image
• Adorno – Popular culture
• Laura Mulvey – Male gaze

17. GOODWIN: USING, DEVELOPING AND
CHALLENGING CONVENTIONS
1. Genre characteristics
2. Relationship between lyrics and
visuals
3. Relationship between music and
visuals
4. Star image motifs
5. Notion of looking
6. Intertextual references
7. Performance, narrative or concept
based
8. Technical elements
Performance Relationship between lyrics and
visuals
Star image motifsRelationship between music and
visuals (slow-motion editing)

18. DYER: USING AND DEVELOPING
CONVENTIONS
• Stars and constructions – Artificial image
• Industry and audience – Make money
• Ideology and culture – Cultural values to share
• Character and personality – Audience feel closer to their lifestyle
After identifying from early on in the research and planning stages of our idea would appeal to mainly a large audience
ages between 18-30, this also consisted of subcultures linked to Hebdige’s subcultures. We also ensure that we presented
our artist as promoting his ideologies and values through this music video. From this, it could appeal to a mainstream
audience also allowing them to relate to it because it specifically targeting young, working class people. I also portrayed
my artist as a star to some extent as this is also very important to consider when making a music video. This would ensure
that my artist is able to enhance his star image prior to the release of the album. Moreover, with enhanced contrast
between the bright and dark coloured clothing my artist wears. My artist can also been seen as a role model for young
people as the lyrics is not really conventional to your typical hip pop song such as promoting their wealth.

19. ADORNO: CHALLENGING CONVENTIONS
• Adorno states that popular music promotes particular mainstream values and lifestyles in order to appeal to a
mainstream audience.
• I have challenged this idea as I decided to portray my artist in a less positive lifestyle than your conventional hip
pop artists.This was an idea to attempt to make the audience more socially aware of the lyrics and the song and
also allows those who are also from a working class background, relate to the song more. As a result, this has
enhanced my music videos success as more people are able to relate to this.
• The song has a clear message to inform people that young people are dying whether it be due to poverty or knife
crime, it is an issue.This is why my artist is unique as there a very little hip pop artists that mainly focus on issue
such as these in their music.

20. HENDIGE: USING, DEVELOPING AND
CHALLENGING CONVENTIONS
• Hebdige’s theory suggests that subcultures are evident in the music industry as certain genres if music and the
representations of said artists appeal to particular subcultures.
• I was able to use this and develop this idea further, however I also challenged the conventions of the hip pop
genre allowing it to appeal to a wider audience as well as a subculture in particular.
• I represented my artist as a young working class male and therefore it wasn’t appropriate for me to portray
him as a wealthy person who shows off his money, cars and large houses. Instead he was showing the realities
of life and speaks on themes such as death, youth culture and hope.
• From this, it has allowed my artist to promote their unique beliefs rather than stereotypically talking about
violence from a criminal perspective. In addition, this has enhanced my audiences chances of relating to the
artist more, appealing to a number of subcultures using and developing Hebdige’s ideas.

21. MULVEY: CHALLENGING CONVENTIONS
• Mulvey’s theory focuses on the male gaze, although it is quite conventional for hip pop music videos to use
this idea, we decided to challenge It and not include the male in our music video as we thought it would’ve
been inappropriate for the type of song we chose. The song choice is quite different to other mainstream
hip pop music videos as it talks about social issues so it would’ve not made sense if we included this.
• We focusses on bringing information to the audience about currently social issues especially due the lyrical
content of the video. If we were to bring the male gaze into our music video, it would’ve been distracting
for the audience as they are not able to focus on the meaning of the lyrics as much.

22. Do my ancillary products use, develop or challenge forms and conventions of real
media products?
From my research stage, I was able to observe various digipaks and adverts by different artists on particular of the hip
pop genre. By doing this, this allowed me to identify conventions of the hip pop genre and the conventions of these
types of adverts and digipaks. During my research stage it helped me identify the generic conventions of adverts and
digipaks that consisted of:
Digipak Advert
Artist Image AlbumTitle
Track List Artist Name
Parental Advisory Label Release Date
Barcode Where to Purchase or Stream
AlbumTitle Artist Image
Company Details Parental Advisory Logo
From this table, I was able to acknowledge other important features of adverts and digipaks that include: the main
image, lighting and colour, typography, information, star motifs, overall layout, the theories associated with them and
identifying whether these elements were conventional to the genre.

23. Using and developing conventions: digipak
After I did some research on other existing digipaks from the hip pop
genre, my partner and I looked at ‘Eminem: Relapse’ and ‘The
Weeknd: Starboy’. We saw the similarity between the dark colours
and low key lighting from the two as well as bright typography which
contrasted with the dark background which had a grainy texture it.
Micro elements/conventions:
• Dark colours combined with low key lighting for the image of the
artist to stand out more which follows traditional conventions.
• Yellow/gold typography which compliments the bright red
background. Juxtaposes the dark, low key lighting image of the
artist.
• Neutral facial expression to show that he’s serious
• All necessary information on the cover and the back including the
parental label which is conventional.
Macro ideas:
• Themes: Melancholy, death, sorrow, hope
• Ideologies: he convention of the artist promotes youth culture
which is our target audience, this represented through his facial
expression as well as the colours.

24. Using and developing conventions: Digipak
Theory:
• Dyer: My artist is portrayed as a star as he is the only one present in the music video
to make sure the audience plays close attention to him only. The front cover is of him
and the image is the coal point of the digipak and therefore he is represented as a
commodity.
• Adorno: My artist is represented as a young working class male who is also an ethnic
minority. Therefore, a convention for the hip pop genre will fit well with the popular
culture.
• Hebidge: The use of contrasting colours on the digipak also reflect the themes on
the song and therefore will appeal to specific types of subcultures as well as the
mainstream audience as it is not a over the top digipak that could drive people away.
Conclusion:
Overall, I believe I was able to use and develop these music conventions of the digipaks
of the hip pop genre. It was unique enough that appeals to the subcultures but also
conventional enough to attract main stream audiences. Furthermore, my artist looks
directly at the camera showing no emotion as the songs of the album are quite serious.

25. Using and developing conventions: Advert
After looking at exiting adverts from the hip pop genre, I discovered that it is quite
typical for artists to use dark colours that were used as well as a lack of emotion on
the facial expression of the artist. There was also low-key lighting used in
combination with the artists facial expression and body language which further
portrays their views and ideologies.
Micro elements/conventions:
I used dark colours such as the colour black and dark red. The typography is in the
dark colour red which is contrasted with the artist image filtered in black and white,
making the font stand out even more. This dark theme the album has is
conventional.
The dark red can further connote blood, danger and passion which shows that the
artist may have been through a lot.
The artist is shown to be looking away frim the camera, this can intrigue the
audience as it makes the audience wonder what might be his emotions or
intentions, this is conventional in the hip pop genre.
All relevant information is included such as the release date, where you can
purchase and stream the album and the parental advisory label.
Themes: Death, youth culture, hope, melancholy, sorrow, identity
Ideology – The artist is representing their unique beliefs which is also reflected
through his body language and facial expression.

26. Using and developing conventions: Adverts
Theory:
This was the same to the digipak:
• Dyer: My artist is portrayed as a star as he is the only one present in the music video to
make sure the audience plays close attention to him only. The front cover is of him and the
image is the coal point of the digipak and therefore he is represented as a commodity.
• Adorno: My artist is represented as a young working class male who is also an ethnic
minority.Therefore, a convention for the hip pop genre will fit well with the popular culture.
• Hebidge: The use of contrasting colours on the digipak also reflect the themes on the song
and therefore will appeal to specific types of subcultures as well as the mainstream
audience as it is not a over the top digipak that could drive people away.
Conclusion:
Overall, I used and developed the conventions of the hip pop genre advert. I made it reflect the
genre as well as the songs on the album as I has serious songs with a powerful meaning behind
it. This will appeal to a mass audience as it makes it very reflective of the popular hip pop
genre, this will allow it to gain more success than others. This advert as a whole will be
intriguing for the audience as the artist is looking away from the camera which can portray
many different emotions and intentions the artist might have.

27. CONCLUSION
Overall, throughout the process of the research, planning and finalising stages of my music video, I used,
developed and also challenged the conventions effectively in ways I thought I would make the music video most
successful which exceeded my audiences expectations of the hip pop genre. By using and developing these
conventions, I was able to make the music video look visually appealing to the audience as well as my particular
target audience. We are able to make the right decisions after we researched about similar hip pop music videos
. We also used a various of conventions tat were developed which were associated with micro elements which
allowed me to reflect the music video properly to the hip pop genre.
Furthermore, we challenged some of the conventions where it was appropriate to give our artist a unique and a
refreshing look where audiences were not use to. However, we still maintained most of the traditional
conventions to attract mainstream audiences. We avoided the male gaze by implementing Mulvey’s theory. This
is conventional in the hip pop genre however we utilised Dyer’s ad Hebdige’s theory to ensure we could engage a
large audience from mainstream to niche audiences.
While creating the ancillary products we had used and also developed the conventions to make them
conventional to existing digipaks and the hip pop genre. As a result, allowing the audience to make their own
decision whether they like it or not, depending on their own interpretation of them conventions.