1. In what ways does your Music Video/Digiak/Magazine Advert use, develop or challenge forms & conventions of real media products?

1. In what way does your
music
video/Digipak/Magazin
e Advert use, develop
or challenge forms &
conventions of real
media products?
Drew Allen

2. For this topic we have planned, created a music video, Digipak and magazine
advert. They are all linked and are there to promote each other. I have
created a music video to the song ‘Respect’ by Kelly Clarkson. This video is
sending the message of female empowerment as the video is about a woman
that is being ignored by her husband and how she takes control of the
situation. This video conforms he conventions of pop as there is a
relationships and fashionable clothing. This conforms because the target
audience is females aged between 16 to 25 as this is the time that you are
more interested in fashion and relationships. It is a pop video and conforms
towards the pop music genre as the house style features bright bold colours
and informal (San Serif) fonts. This theme and house style is used throughout
my media products in keeping with the pop music genre. I have created a
Digipak for the song in the video. In the Digipak the same woman from the
music video is used for the images with similar pop coloured clothing. I have
also created a magazine advert which would be placed in a relevant
magazine such as a ‘Billboard’ or ‘Cosmopolitan’. This would ensure that the
correct target audience is reached. The magazine is linked to the music video
and Digipak because the magazine advert Is advertising the song.

3. Music Video

4. Music Video
In the research stage of producing our music videos we looked at different
theorists and there theories. We looked at Steven E Carlsson, Michael Shore
and Andrew Goodwin….
Steven E Carlsson:
Steven E Carlsson said ‘One of the most common methods of analysis is to break up the music video into black and white boxes.
Almost everything is then perceived as opposites - trash or art, commerce or creativity, male or female, naturalism or antirealism,
etc…’ Steven E Carlsson believes that there are two categories that a music video should fall into… Performance or Conceptual.
A video performance is when the viewer is able to watch the artist sing and dance to the song throughout the video. For example
Katy Perry - Roar, Jessie J/Ariana Grande/Nicki Minaj - Bang Bang, Michael Jackson – Beat it.
A Conceptual video is when the viewer watches something that is not the artist throughout the video. For example Adele – Set Fire
To Rain, Paolo Nutini – One Day, Ed Sheeran – A Team.
Michael Shore:
Michael Shore believes that music videos are recycled
styles that contain an information overload to
adolescent males. Most videos contain elements of
Power, Girls, wealth and speed. He believes that this all
conveys into soft-core pornography. For example
Justin Bieber – Boyfriend, 50 Cent – Candy Shop, Lil
Wayne – Lollipop.
Andrew Goodwin:
Andrew Goodwin believed that there are 5 key
aspects to a music video, including… relationship
between the song and visuals, narrative or
performance of the song, technical aspects of the
music video, star image (lots of camera shots
making her the center of attention), and thought
through beat (seeing what the lyrics mean).

5. Conventions
Camera Shots Types and Movement:
In our music video we have tried to use a variety of shot types
and movements, keeping the video exciting and interesting
for the viewer. We have used long and medium shots to
capture the clothing of the artist and the dancer in the video.
We have done this because this is what other pop music
videos are doing to attract the target audience which is 16 to
25, as this is the age where we are conscious of fashion. We
have used close up shots of the face of the artist and dancers
to make the viewer fell as if the artist is singing to them and
the video is personal to them. We have also used close up
shots to highlight certain objects such as the face of the
husband to show expression of the husband and make the
viewer feel emotion towards the character. We have used
movement in our music video to show more of a scene in one
shot and makes the video more pleasing to the eye.
Visual Effects/Special Effects:
Special effects and visual effects are to
make a show or video more appealing
to a certain type of target audience. It
can also make a video look smother
and more eye pleasing For we have
used different visual effects such as
graphic and cartoon style effects on
some of the shots which make the
video conform more to the pop music
genre as common in pop videos is
bright, bold, block colours. We have
also used transitions between some of
the shots, like sliding and moving shots,
to make it look more visually pleasing
to the viewer.

6. Conventions
Editing:
The editing proses is when all of the shot come
together and make the final product. We have used
different editing techniques such as filters,
transitions and effects. We have used filters of shots
such as the TV. We used an effect called ‘add noise
which makes is look like the flicker of the TV. We
have used the transform tool to move different shots
and have 2 or more shots on the screen at one time.
We have also used several effects of a single shot to
create a different and more exciting effect, for
example we have used graphic, colourizer, super
8mm, film grain, film noir, dry heat, focus and glow,
making an effect like the ones shown below.
Performance Vs. Narrative:
A performance based music video often
includes a performance of the artist. A
narrative music often tells a story
featuring lyrics or suggested in the lyrics.
Or music video has some signs of a
narrative video and signs of a performance
video. We have included shots of the artist
performing and lip singing making the
music video fall into the category of
performance. We have also used the artist
and other characters to tell a story..

7. Conventions
Mise-En-Scene:
Setting - For the setting and the scenery we used several different place to tell the story, including, a house setting, a pub setting,
setting out side the pub (Birmingham), and the TV studio at BOA (green screen). we used these settings to the story. Different
scenery create different moods, for example a dark small room would create a sad, scary feeling for the viewer.
Props/Costume - In a pop music video the costume and props are important because of the the target audience we are trying to
achieve. This is because our target audience it 16 to 25 and this is the age that we are most fashion conscious. We have used clothes
that conform to the pop music genre, bright bold clothes. We also used different props which are important in helping to tell the
story, for example the take-away bag or the food on the table.
Facial Expressions/Body Language - facial expressions in a shot help the viewer to understand the emotions of the character in the
video and create emotion in the viewer to feel a connection to that person. In our video we have used facial expressions in shots of
the woman to show her anger and annoyance towards her husband. We have used body language to also she the woman's anger
and a annoyance when she is looking at her husband and throwing her arms around.
Lighting/colours - lighting and colours can also create a mood in music video. For example a dark shot could be sad and emotional or
a light rood could be happy. People also associated different colours with different colours, for example blue for males and pink for
females. We used bright colours and lighting as it is a up-beat, happy, pop song.
Position Of Performer/Objects - The positioning of different objects from the center of the screen signify how important they should
be in that shot to the viewer. In our music video we positioned the main woman, that the story is about, is placed in the center of the
shots that only involve her so the she in the center of attention other that if she is walking which is just a passing shot. We have also
added objects such as the food, take-away bag and the food on the plate, in the home scene, in the center of the screen which
should highlight to the audience. This is highlighted to show that the husband isn't respecting her, as he has bought take-away food
when she has cooked a meal for him.

8. Comparison
Our music video conforms to other videos in the pop music genre by:
- Using bright, bold colours
- Using a mixture of narrative and performance. Using the artist performing and telling a story of
a woman that’s not being respected by her husband.
- Using full length shots to show the fashionable, stylish and mainstream clothing worn be the
artist.
- In a high energy song using a bright lights and quick tempo shots.
Our music video challenges other music videos in the pop music genre by:
- Pop music videos portray a happy and enjoyable demeanor but throughout most of our music
video the woman is unhappy with her husband but is resolved in the end.
Other music videos that follow the conventions of the pop music genre:
- Cheerleader by OMI
- Stronger (What doesn't kill you) by Kelly Clarkson
- Price Tag by Jessie Jay
- All About That Bass by Meghan Trainor
All of these pop music video examples have the same conventions as our music video apart from
happy and enjoyable demeanor which our music video doesn't’t follow until the end of the video.

9. Digipak

10. Conventions
Artist and Album Name:
The artist name is in a script font to make it look
like she has signed it to the owner of the CD. The
artist name is also a bold, light, pink colour and I
have added a white outer glow around it to
make it stand out more on the cover it is on. The
artists name is placed various times throughout
the Digipak.
The album name is in a sans-serif font which an
informal font font. The album name is in a plain
white font and stands out the most on a cover.
The album name is the larger text on the front
cover and is also repeated through the Digipak.
Colour Scheme:
For my Digipak I have used the light, bright colours. I
have used the colours pink, purple and white
throughout. White is associated with goodness, purity,
and safety. It is considered to be the colour of
perfection. The colour purple is associated with
royalty, power, nobility, luxury and ambition. All these
colours are associated with the female gender. Light
purple evokes romantic and nostalgic feelings whereas
dark purple evokes gloom and sad feelings. I have used
there two shades purple to create a contrast in
emotions linking to the story told in the performance
of the music video.

11. Conventions
Track List:
For the track list on the back cover I have
again followed on from the rest of the
Digipak with the sans-serif font, keeping it
informal and personal to the owner. The
track list is all one colour (pink) and has a
bold block colour behind it (purple), which
makes the tracks and the length on the
tracks stand out against the background.
Type Of Language Used:
On the inside left cover I have added the
lyrics of the main song on the album. I
have done this rather than adding a
message from the artist because the lyrics
from the song should explain everything
to the owner on the CD. The lyrics should
explain the artists feelings and thoughts
with out the artist having to explain

12. Conventions
Main Images:
For the main image on the front cover I have used a side facing, medium shot image. This allows the buyer to see what she is wearing
but is close enough to make it feel personal to the buyer. The clothes in the image a plain but stylist, in keeping with the colour design
of the whole Digipak. I have decided not to use any props or background scenery in this image as I wanted to keep the focus on the
artist. I have also kept the lighting bright so that you can see the artist and keep the mood and atmosphere of the image light and
happy.
For the main image on the inside left cover I have used another side facing image but this time the artist is lying down underneath the
song lyrics. The text fits round the curvature of her back making the layout of the page fit nicely. The clothes in the image follow
throughout the Digipak keeping the same house style. I have decided not to use any props or background scenery in this image as I
wanted to keep the focus again on the artist. I have also kept the lighting bright so that you can see the artist and keep the mood and
atmosphere of the image light and happy. In the image she is smiling what follows the mood of the light and colours used.
For the back cover I have used side facing, medium shot image once again in keeping with the other images on the other covers of my
Digipak. This allows the buyer to see what she is wearing but is close enough to make it feel personal to the buyer. The clothes in the
image a plain but stylist, in keeping with the colour design of the whole Digipak. I have decided not to use any props or background
scenery in this image as I wanted to keep the focus again on the artist. I have also kept the lighting bright so that you can see the artist
and keep the mood and atmosphere of the image light and happy.
I haven't added an image on the CD cover as I wanted to keep is simple but effective.

13. Comparisons
In general my Digipak conforms towards the pop music genre….
Our Digipak conforms to other Digipak in the pop music genre by:
- Using bright, bold colours, creating a light, happy mood.
- Using full medium shoots of the artist in the images, so that the buyer can see the clothes that artist is wearing
as fashion is relatable to 16-25 year olds.
- In a high energy pop song using a bright lights and colours creates a light happy mood.
Other music videos that follow the conventions of the pop music genre:

14. Magazine
Advert

15. Conventions
Artist Name/Album Name:
The artist name is in a script font to make it
look like she has signed it to the owner of the
CD. The artist name is also a bold, light, pink
colour and I have added a white outer glow
around it to make it stand out more on the
magazine page it is on.
The album name is in a sans-serif font which
an informal font font. The album name is in a
plain white font and stands out the most on a
page. The album name is in larger text and
other than the main image is the biggest and
brightest on the page.
Colour Scheme:
For my magazine advert I have used the light, bright
colours. I have used the colours pink, purple and white
throughout. White is associated with goodness, purity,
and safety. It is considered to be the colour of
perfection. The colour purple is associated with
royalty, power, nobility, luxury and ambition. All these
colours are associated with the female gender. Light
purple evokes romantic and nostalgic feelings whereas
dark purple evokes gloom and sad feelings. I have used
there two shades purple to create a contrast in
emotions linking to the story told in the performance
of the music video.

16. Conventions
Release Date/Availability Of The Album:
The release date of the album, which is ‘Out Now’ is
placed at the very top of the page and in a light colour
so that should be one of the first thing that the reader
looks at. It is in a Sans-serif font style to keep in
informal and personal to the reader.
The availability of the album is placed at the very
bottom of the screen because is it less important the
the reader at first glance. In the reader in interested
by the image, title of the album and the artist, them
the reader will read on and read the other information
of the magazine advert. It is in a Sans-serif font style
to keep in informal and personal to the reader. And is
in a dark, black colour so that it doesn't’t stand out to
much on a page.
Type Of Language Used:
On the magazine advert I have used mush
text. I have done this to keep the magazine
simple and straight to the point, so that
when the reader looks at the page they know
exactly what the magazine advert is about
quickly. I have used formal language so that
everyone who reads it understands it. I have
still used the Sans-serif font style to keep in
informal and personal to the reader. The
information that should be more important
to the reader should be more towards the
top of the page and in a bolder font and
colour. The information that should be less
important to the reader should be more
towards the bottom of the page and in a
thinner font and darker colour.

17. Conventions
Main Image:
For the main image on the magazine advert I have used
the same image as the front cover of the Digipak font
cover. I have used a side facing, medium shot image,
which allows the buyer to see what she is wearing
but is close enough to make it feel personal to the
buyer. The clothes in the image a plain but stylist, in
keeping with the colour design of the whole Digipak.
I have decided not to use any props or background
scenery in this image as I wanted to keep the focus
on the artist. I have also kept the lighting bright so
that you can see the artist and keep the mood and
atmosphere of the image light and happy. In the
image she is smiling what follows the mood of the
light and colours used. All of the conventions I have
used are the same throughout my media products.

18. Comparison
In general my Digipak conforms towards the pop music genre….
Our music video conforms to other videos in the pop music genre by:
- Using bright, bold colours, creating a light, happy mood.
- Using full medium shoots of the artist in the images, so that the buyer can see the clothes that artist is wearing
as fashion is relatable to 16-25 year olds.
- In a high energy pop song using a bright lights and colours creates a light happy mood.
Other music videos that follow the conventions of the pop music genre: