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Question 1. Script T.V. Documentary

Voiceover: v
Producer: p

*Shots of logos and surroundings e.g.Hartlepool, Marina including Happy Daze,
Walk from outside to interview room*

v-Worldwide there has been rumour that the new British phenomenon Jenny is
releasing her debut album; hysteria has spread throughout Britain as she and
her team come back to her hometown, Hartlepool, to talk about her new release.
Here we ask the producer about her initial ideas and what inspired her to create
this music video…

Q1. Tell us how your music video follows media conventions:
P- I’d recently watched Beyoncé’s ‘Countdown’ and you can probably tell we
based all of the postproduction skills on the editing used in this video. I love how
effective and quirky it looks and hopefully everyone agrees it suits Jenny’s song
too. Errm, for the projection over Jenny’s face I saw Rihanna’s ‘We Found Love’
and thought it looked really effective. This gives a totally different feel for
Schoolin’ Life as we used it for the slower sections; I think this effect works great
in conjunction with the music. Another element to Schoolin’ Life was the dance
section which is very typical of a female pop artist’s music video; you could look
at any pop video and expect to see a dance routine, but I looked at Beyoncé’s
‘Love On Top’ and based my ideas around that. I kept the dancer’s in casual wear
as if it were just a rehearsal and had them in a dance studio with the stage lights
to jazz it up a bit and give off a more professional look. We followed some media
theories such as Carol Vernallis and Andrew Goodwin, who comment on thought
beats and camera movements. We made sure that the shots changed in time with
the music so it was an energetic and professional looking video. We followed
Laura Mulvey’s male gaze theory as we let the camera linger over Jenny’s assets
at times *show ‘this is for them sexy something’* to make the video attractive to
the male audience as well and sets Jenny up for popularity and fame.

How did you develop these conventions?
P- well I decided to create a 50s theme for this music video, to give it some
interest and it was a fun and quirky feel for Jenny to perform to- it really fits in
with the song. I took this idea from Beyoncé’s ‘Why Don’t You Love Me?’ video, it
really inspired me as I loved the feel it put across and the way it presented
Beyoncé as a strong, cheeky, flirty female, taking charge of a situation; this is
exactly how I wanted Jenny to be portrayed. In terms of the theme I guess it isn’t
typically pop genre, but I wouldn’t say it’s subverting any conventions- just
adding a 50s twist to everything you’d expect. *play ‘Why Don’t You Love Me?’ in
the background and show both music videos* Most music videos these days are
abstract, having nothing to do with the lyrics or portraying the producer’s
interpretation of the song. However we’ve taken the lyrics quite literally at times,
which I think adds humour and portrays Jenny as lighthearted and up for a
laugh.
How did you challenge the conventions?
I guess our video applies to David Buckingham’s theory in that genres are not
fixed, they’re ever changing. Hence how Schoolin’ Life is a modern pop song, with
a retro 50s style. We don’t have a narrative either, which isn’t exactly unique but
ours is performance based whereas most videos are either telling a story or
totally abstract. We also juxtapose the stereotypical 50s female; oppressed,
chained to the kitchen, the underdog to men- but jenny takes the modern role of
women and brings it to the 50s. In the diner Jenny is almost celebrating her
freedom of being a strong woman without feeling the need to achieve via
education as she has learned life lessons that school would never be able to
teach. The 50s style is now coming back into fashion, as more and more women
such as Paloma Faith are dressing in 50s clothing because it ‘suits their body
shape more than modern fashion’ and also it is a recycled fashion, in this way I
think our 50s theme could be very much in sync with today’s trends.

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Question 1

  • 1. Question 1. Script T.V. Documentary Voiceover: v Producer: p *Shots of logos and surroundings e.g.Hartlepool, Marina including Happy Daze, Walk from outside to interview room* v-Worldwide there has been rumour that the new British phenomenon Jenny is releasing her debut album; hysteria has spread throughout Britain as she and her team come back to her hometown, Hartlepool, to talk about her new release. Here we ask the producer about her initial ideas and what inspired her to create this music video… Q1. Tell us how your music video follows media conventions: P- I’d recently watched Beyoncé’s ‘Countdown’ and you can probably tell we based all of the postproduction skills on the editing used in this video. I love how effective and quirky it looks and hopefully everyone agrees it suits Jenny’s song too. Errm, for the projection over Jenny’s face I saw Rihanna’s ‘We Found Love’ and thought it looked really effective. This gives a totally different feel for Schoolin’ Life as we used it for the slower sections; I think this effect works great in conjunction with the music. Another element to Schoolin’ Life was the dance section which is very typical of a female pop artist’s music video; you could look at any pop video and expect to see a dance routine, but I looked at Beyoncé’s ‘Love On Top’ and based my ideas around that. I kept the dancer’s in casual wear as if it were just a rehearsal and had them in a dance studio with the stage lights to jazz it up a bit and give off a more professional look. We followed some media theories such as Carol Vernallis and Andrew Goodwin, who comment on thought beats and camera movements. We made sure that the shots changed in time with the music so it was an energetic and professional looking video. We followed Laura Mulvey’s male gaze theory as we let the camera linger over Jenny’s assets at times *show ‘this is for them sexy something’* to make the video attractive to the male audience as well and sets Jenny up for popularity and fame. How did you develop these conventions? P- well I decided to create a 50s theme for this music video, to give it some interest and it was a fun and quirky feel for Jenny to perform to- it really fits in with the song. I took this idea from Beyoncé’s ‘Why Don’t You Love Me?’ video, it really inspired me as I loved the feel it put across and the way it presented Beyoncé as a strong, cheeky, flirty female, taking charge of a situation; this is exactly how I wanted Jenny to be portrayed. In terms of the theme I guess it isn’t typically pop genre, but I wouldn’t say it’s subverting any conventions- just adding a 50s twist to everything you’d expect. *play ‘Why Don’t You Love Me?’ in the background and show both music videos* Most music videos these days are abstract, having nothing to do with the lyrics or portraying the producer’s interpretation of the song. However we’ve taken the lyrics quite literally at times, which I think adds humour and portrays Jenny as lighthearted and up for a laugh.
  • 2. How did you challenge the conventions? I guess our video applies to David Buckingham’s theory in that genres are not fixed, they’re ever changing. Hence how Schoolin’ Life is a modern pop song, with a retro 50s style. We don’t have a narrative either, which isn’t exactly unique but ours is performance based whereas most videos are either telling a story or totally abstract. We also juxtapose the stereotypical 50s female; oppressed, chained to the kitchen, the underdog to men- but jenny takes the modern role of women and brings it to the 50s. In the diner Jenny is almost celebrating her freedom of being a strong woman without feeling the need to achieve via education as she has learned life lessons that school would never be able to teach. The 50s style is now coming back into fashion, as more and more women such as Paloma Faith are dressing in 50s clothing because it ‘suits their body shape more than modern fashion’ and also it is a recycled fashion, in this way I think our 50s theme could be very much in sync with today’s trends.