In what ways does you media product use, challenge or develop forms and conventions of real media products?

1. In what ways does your media
product use, develop or
challenge forms and conventions
of real media product?

2. Link to my music video

3. Demi Lovato - Give Your Heart a Break
Develops
● In both hers and our video the pacing of the shots move in
beat with the pacing of the song
● We both have a range of both performance and narrative
shots
● We both use a wide range of different locations and mis-en-
scene
● Both our videos contain both a male and female character and
include them both in the storyline and not just the main
singer
● We both use a range of transitions
Challenges
● In her video she uses a wide range of
effective camera movements where the
camera moves a lot around in the
different shots. However, with our music
video we tend to keep a still camera a
lot of the time.
● In her video she tends to experiment
more with close-ups whereas we tend
to experiment more with mid-shots
● The lighting in her video is
experimented with a lot and the use of a
spotlight works well. However, in our
video the lighting is kept similar
throughout
● In her video she tends to only have a
few performance locations whereas we
have experimented with more

4. Taylor Swift- Love Story
Develop
● Both of our videos contain a mixture of performance or
narrative shots
● In both videos the narrative shots fits in well with the lyrics
of the song
● In both videos there are a range of different performance
and narrative shot types
● In both videos pacing of shots changes with pacing of song
Challenge
● In her video the use of costumes are
quite extreme and exaggerated however,
in our video they are quite simple and
realistic
● In her video she only has one
performance location whereas in our
video we have a wide range performance
locations
● There are also only a few narrative
locations in her video whereas there is a
wide range in our video
● She also tends to experiment more with
close-ups, however, our video focuses
mainly on mid-shots
● I also found that our video experimented
more with transitions whereas hers were
kept simple

5. Kelly Clarkson - Because of You
Develop
● In both our videos the narrative shots
link in with the performance shots
● We both have a wide use of
performance and narrative shots
● Once again the pacing in this song
links in well with the beat of the song
● There is also a range of ‘fade to
black’ transitions which also
experimented with in my music video
● We also both have a creative shots
i.e. she uses a reflections shot of her
performing in front of mirror, we use
a close-up tracking shot
● We both have taken the concept of
still shots and incorporated them well
Challenge
● In her video she tends to experiment more with the editing of the
performance, whereas in our video the editing is persistent
throughout
● The performance shots in her video tend to only have few locations
whereas, in our video we have a wide range.
● The camera movement in her video is experimented with a lot more
than in our video
● Her video tends to use a wide range of metaphors of the lyrics
demonstrated in the narrative shot. However, our video tends to keep
it simple and less confusing

6. Christina Perri - Jar of Hearts
Develop
● We both have have a wide range of locations, costumes
and mis-en-scene
● Once again the pacing of the song work well with the
pacing of the shots
● Again both own videos experiment with the use of
transitions
● In both our videos the narrative link in well the the
meaning behind song
● We both effectively use the ‘fade to black’ transition at
the end of the song
Challenge
● In her video she has experimented
more with the lighting i.e. she has
made the lighting match the mood of
the song
● In her video she tends to use more
symbolic items i.e the black and the jar
● More special effects in her video i.e.
editing picture of the jar and the heart
● Where we have a mixture of
performance and narrative shots, she
has a mixture of performance, narrative
and dance

7. Miley Cyrus - The Climb
Develop
● Both our videos contain a mixture of
performance and narrative shots
● The pacing fits in well with pacing of song, in
this case the pacing of the shots is slow as the
pacing of the song is also slow
● Both our videos contain a good use of costumes
Challenge
● Our video experiments with a wider range of
locations whereas her video contains very few
● Also, her locations are quite unrealistic and
exaggerated whereas ours are more realistic and
relatable.
● The mis-en-scene in her video is also very over
exaggerated
● Her video experiments more with the foreground
and background of each video i.e. in one scene
there is a performance shot in the foreground
whilst there is a narrative in the background
● She experiments more with close-ups i.e. close-
ups on guitar and she plays it
● In her video there is more focus on performance,
whereas in my video the focus is equally spread
out

8. To Conclude...
Overall,my music video both challenges and develops existing music videos in many different ways. The fact that my
video develops existing music videos means that it potentially shares similar aspects of it. The main similar aspects
that I noticed were things like a mixture of performance and narrative shots. This was effective in throughout mine
and other existing videos as having a range made the video more interested and possibly more relatable. However,
not all videos analysed kept this same pattern. A challenge came from the video for Chritsina Perri - Jar of Heart
which did contain both performance and narrative shots but it also included some dance scenes too. This was
effective as it gave the video more of a range, making it more interesting to the viewer and it fitting in very well
with the theme of the song. Taking all this into account using a dance scene in my video could have helped to
improve it. However, this would only work if the theme of my song fitted in with the whole dance vibe like Christina
Perri’s did. The fact that mine didn’t would only have meant that adding a dance scene would have over
complimented things and my overall video wouldn’t have worked as well as it does. On that note, although dance
scenes do have the potential to improve videos, some videos have different concepts, therefore meaning, it wouldn’t
work as well with all videos.

9. ...
Another way in which my music video challenged existing music videos was in the range of lighting in each video.
From my research I have found that lighting is very important when present the mood individual songs. In some
heartbreak themed songs I found that the lighting was quite dim which expressed a quite morbid mood. This was
effective in both Christina Perri - Jar of Hearts and Miley Cyrus - The Climb video. This is because although they’re
both expressing different feeling and meanings, they are both sad love song. The dim lighting them helps the chosen
target audience to understand and emphasise the artists feeling and emotions. However, my music video is also a
heartbreak themed song but I personally have gone for a different approach by not using the dim lighting. This was
mainly because although my song is based around the heartbreak theme in my video I aimed to present both the
good and bad times of the relationship through the different narrative shots used. Therefore, I figured that using dim
lighting in my music video would have destroyed the whole concept of what I was trying to present. I also found that
not using the dim lighting to represent the whole heartbreak theme was very effective in the original music video for
Demi Lovato - Give Your Heart a Break. Overall, I found that adapting the lighting to suit the mood of the song was
very effective in some music videos but in others it doesn't adapt as well.
V
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10. Continued...
I also found that my music video developed existing music videos. One development that I found kept consistency
throughout mine and other existing music videos was pacing of the video. In all videos analysed I found that the
pacing of the shots synchronised with the pacing of the song. For example, in slow songs like Miley Cyrus - The Climb
the pacing of the shots are quite slow whereas in a more upbeat song like Kelly Clarkson - Because of You the pacing
of the shots are quite quick and snappy. From previous researched I have noticed that pacing within a music video is
very important as it helps to keep the viewer interesting in what happening. Without synchronised pacing the music
video would start to become very dull and boring, thus losing a lot of viewers. The fact that mine and other existing
videos have synchronised pacing makes our videos automatically become more interesting and appealing to our
chosen target audience.
V
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11. ...
Another development that I picked up on was the use of creative shots in both mine and other existing music videos.
The use of creative shots also made our music videos more attractive and appealing to the chosen target audience.
One example of a creative shot that I really liked was in Kelly Clarkson’s video for Because of You. During one her
her performance scenes she is singing into a full length mirror whilst the camera pans around her filming her
reflection. I thought this work really well and as a viewer kept me interested. I then looked at my music video in
which I had used a few creative shots too. One shot that really stood out for me was the tracking shot which was a
close-up of her face while performing. I found using that using a range of different creative shots was very effective
amongst a wide range of music videos.