1. Evaluation question 1
In what ways does your media product
use, develop or challenge forms and
conventions of real media products?
2. Introduction
• One of the tasks we were given was to create
a promotional package for our music video
which involved making a magazine advert and
a digipak.
• The genre I went for was indie rock so whilst I
was producing my music video I had to take
into careful consideration the characteristics
of a rock music video and the key styles that
make a rock music video stand out.
3. Andrew Goodwins conventions of a
music video
• Genre characteristics- different components that makes the genre of music stand
out. For example a rock video usually has live performances. Because my genre
was more indie rock, I know that the conventions would be a bit different but I still
tried to include characteristics.
• Link between lyrics and visuals- Good always believe the lyrics of a song should
always have a link with the music video, even if the video has nothing to do with
the lyrics. There are three different links; amplifying, illustrative and contradictive.
An example of amplifying is that the video may use both performance and
narrative connotations of the meaning.
• Intertextual references- in some cases, music videos use their visuals in order to
pay homage to other media texts. It can be done by using other visuals in order to
reference other media texts within the music video.
4. Genre characteristics of a rock video
• In rock videos the key characteristic is the half link between the visuals
and narrative known as amplifying. In rock videos the lyrics and visuals
always have some kind of link and it could be a very obvious link or it
might take time to work out just like a film.
• Another key feature of a rock video is that its usually like performance and
especially nowadays the video is usually dark colours or black and white.
This is because rock is seen as something cool and mysterious at the same
time and they want to share that interpretation with its audience.
• The final main feature of a rock video is that there are always four or more
members, usually. Usually the lead singer will wear the most black out of
the rest of the band for photoshoots and music videos etc. and the band is
usually always covered in tattoos.
5. Visual convention examples
Pacifier- dark colours
throughout the video, gives off
the impression of coolness
and that its cool to be in a
band.
Sweater Weather- black and
white, creates mystery and
also makes the band look
good.
Are U Mine? – live performance
to show off the band and what
they are good at.
6. Styles of music video
• Narrative- tells a story
• Animations- the visual of the music video is animated/uses stop motion
• Performance- the visuals show the artist performing live
• Abstract- the visuals of the music video are often quiet strange and are
nothing like the lyrics.
• Cinematic- the music video is like a short film
• Intertextual- visuals reference other media texts
• Live concert- visuals consist of footage from live gigs the artist has done
• Pastiche- visuals illustrate something from a different era
• Parody- video mocks other media texts
7. Styles of rock videos
• Rock videos usually follow the more performance based visuals
traditionally but these days the rock videos are becoming different.
Fall Out Boy- I don’t care
Narrative because the lyrics are
about not caring about what
others think and that is literally
what the video shows.
Catfish And The Bottlemen-
Kathleen. This music video
is performance based.
8. The styles I used
• For my music video I chose to mix both narrative with performance based video as I believed
that’s what most rock videos are looking like nowadays. I made this decision based on the
amount of research I done on rock music videos and because of the audience feedback I
received. When it came to researching, I watched a large number of different rock videos
from the 80s and 90s through to now and I felt most comfortable doing a modern rock video
as I knew more about them. Narrative and performance were the two most popular answers
from my audience feedback so of course I want to make my audience happy which is my why
I followed their feedback. I knew that by mixing styles, it would create a better music video as
there would be a lot more going on and shows that I can be professional.
• When carrying out my audience research I learnt that the styles of music videos people most
preferred was the performance and narrative. The main comments that cme up more than
once said that they like a story because it helps to understand the lyrics and they like
performance because they can see the artist and see their emotions in the video which
makes them feel more connected.
9. Conventions used
• The main convention I focused on for my music video was
creating an obvious link between the visuals and lyrics. My
chosen song was about friends with benefits and how being
fwb effects their relationship as friends in general. I show this
through the expressions of the actors face at certain parts of
the song. At some points of the some he is happy and has
good memories but as he thinks about it more his expressions
change in the video to indicate he is sad or down because he
is confused about what kind of relationship they have.
10. conventions
• I wanted my whole video to be in black and white because
when doing my research, many videos I watched were black
and white. Also, I wanted to be identical to catfish which is
why I chose to do everything similar to what they do in terms
of videos and digipaks etc. having a black and white video also
allows people to make interpretations about the video and
keep them thinking about what the video is about and the
message it is giving to its audience about the relationship
between the two ‘lovers.’
11. Comparison to other videos
• When doing my research I found that my vide was
similar to a song done by the neighbourhood, it was
in black and white and showed the relationship
between the lead singer and a girl which is like my
music video. The video Is also in black and white and
shows a lot of adventures of the band going to
different places and enjoying themselves.
12. Digipak
• 6 panels that are placed in the correct
order.
• Artist name/name of album
• Barcode
• Spines and list of songs.
My digipak
13. Advert
My magazine advert is pretty simple and
straight forward. the reason I chose this as
my advert is to give off the idea of
travelling, exploring and having adventures
and that is all indicated through this
picture. It was taken at a train station and I
think the audience are able to understand
where I’m coming from with this picture.
The key features of a magazine advert
are;
• Artist name
• Album name
• Different uses of text
• Linking factor between digipak and
magazine ad.
14. Conclusion
• Overall I believe I produced a good music videos
with the use of Goodwin's conventions which
were able to help me make an effective music
video. My choice of narrative and performance
also done really well as the music video had a lot
going on and there was more than one style
used. I think the music video would easily be
identified as a indie rock video and am happy
with the outcome. I am also happy with the
audience feedback I received.
