In what ways doesyour media product use, develop orchallenge forms andconventions of real media products?
I feel that our music video from the stages of research and planningup until our completed product both challenges and develop theconventions that are used in real media products today. I believe thatbecause our product does not meet all the conventions of today, weare able to show a sense of creativity and with aspects ofuniqueness; our product is more likely to stand out for the rest.We studied a media theorist Andrew Goodwin and according to himthere are 7 key aspects, the audience should look for when analysinga music video.- A relationship between the lyrics and the visuals- A relationship between the music and the visuals- Genre characteristics- Star image – close up of artist- Voyeurism- Intersexual references to other media texts.
Before creating our own music video, we looked at several differentmusic videos from different artists in order to see the typical codesand conventions used within our genre of Pop/RnB/Soul, so that wewere able the then apply these or challenge them when creating ourown product. I will be focussing on our music video and comparing itto Conor Maynard’s music video, ‘Can’t Say No’. As well asmentioning other comparable artists
Unlike typical music videos, our video does not show Leyton’s faceuntil 0:41 seconds in. This is because we wanted to make him lookimportant as well as looking mysterious. This type of feature createstension within the music video and makes the audience want to watchon and find out who he is and why he isn’t showing his face. Thisslightly challenged the codes and conventions as typical music videosusually open to the artist on screen showing who they are. We wantedto make Leyton look more mature and successful so there is a shot ofhim getting out of a BMW and walking towards the balcony where helooks towards the City of London. There is a similar shot in ChrisBrown’s video forever where you see him jumping out of a fancy sportscar which makes him look glamorous and attract women.
The establishing shot of Conor Maynard’s video was at his house,singing through his mic. Where there is a tracking movement to showhis room, this goes well with the beat of his song. Whereas Leyton’sestablishing shot was at a skate park. These two songs are similar toeach other as They both have scenes in which graffiti is portrayed.This was an urban sort of look that we were trying to convey, to showhow Leyton had grown beyond that stage and become a betterperson. Our artists main target audience would be from the ages of12 – 15 as he comes across as very feminine friendly like Conor,where his lyrics are about girls and how there are so many, he just‘can’t say no’. As both artists have started from a young age, I feelthey can relate to each other as they are making progress.
Within the performance element, we showed Leyton sitting at theskate park singing his lyrics on screen. We decided to chose thislocation as it gives off an urban look, which Leyton has escaped fromas he does not wish to be a ‘hood rat’, he wants to make somethingof himself. The locations of a house and skate park fit in well with thecodes and conventions as many music videos have similar locationswith graffiti on walls making it look urban. Leyton’s costume, andlyrics give off that he does not belong to this category of people andjust wants to do his own thing. The storyline of our music video isquite typical in the sense that several artists had a rough past andthey strive to be almost perfect by writing a song about it and howthey have achieved this success. However throughout the musicvideo, this can be portrayed in different ways and although wefollowed some codes and conventions, we also tried to challengethem and see what we could make of it.
In the narrative element, we decided to greyscale the shots. This isbecause we wanted to differentiate this to the performance element,as the narrative was meant to show Leyton’s childhood past. I thinkthis fits in well with the codes and conventions of a typical musicvideo as it is an element used to portray someones past. Forexample Neyo – Mad. This whole video is shot in greyscale as it is asong about Neyo’s past. The fact that Leyton was pressurised to doseveral things, made him stronger emotionally and physically. Thiscan be shown through our music video where he is trying to fightback with his stepdad but fails and gets forced to work harder. Withthe use of black and white shots, we can distinguish Leyton’s past tohis present and how he has achieved success through all the ‘blood,sweat and tears’.
The costume worn in Conor’s video is a plain black and red hoodie,white shirt and jeans. The camera then shows a shot of his feetwhere we can see his purple Nike trainers. This is casual clothing sothat he can relate to the audience better. Within the genre ofPop/Soul/RnB, the artist usually wears casual labelled clothes tomake them look good to the opposing sex and relate to the same sexin ways where they can either look up to them for fashion sense orhave the same style. Leyton on the other hand is wearing smartclothes in his video. He has two costumes; in the narrative elementhe is wearing casual tracksuits and a t-shirt. But the performanceelement shows him wearing smart clothes, making him stand outfrom his haters who are wearing jeans and hoodies and makinghimself look like the better person. His clothing also portrays successand wealth. Showing that he is the better person for being so humblein what he does, never showing anger.
Overall, after using Goodwin’s theory as an pointer of music videos, itis clear that our music video meets a majority of codes andconventions of real media products that are commonly found in thatspecific genre of Pop/RnB/Soul for example Leyton getting out of thecar which is a main convention used which also suit the demandsneeded by any particular song to make the artist look important.However as well as this, we also challenged some conventions suchas Leyton’s clothing was not something pop artists would wearmaking him stand out and look different, but at the same time helooked appealing.