by Joanne Oni-A.

1. EVALUATION QUESTION
1
By Joanne Oni-Awoyinka

2. WHAT ARE THE CONVE NTIONS OF RE AL
MUSIC VIDE OS?
 From my research, I gathered that there are a multitude of
conventions in relation to music videos, from more evident
conventions such as performances (dancing, lip-syncing, etc.) to more
subtle conventions such as a relationship between editing and the
music.

3. GENRE CONVENTIONS
 We made a music video for the song ‘Team’ by the artist Lorde, the
genre of this song is Alternative Pop. During my planning, I looked
at other conventions or just similar features that appeared in music
videos of the same genre such as ‘Born to Die’ by Lana Del Rey and
‘Dollhouse’ by Melanie Martinez as well as the Team video.

4. MUSIC VIDEO CONVENTIONS W E
INCLUDED IN OUR VIDEO
 In our music video, we had minimal use of performance based music
video conventions, only making use of lip-syncing and quick scenes of dance
(but not choreography). This was done in order to convey a message through
our video by putting less emphasis on over-the-top theatrics. However, we
relied on more subtle techniques to make our video aesthetically appealing
whilst conveying our message such as using establishing shots and camera
tracking and panning to introduce a variety of locations while creating and
sustaining a relationship with the lyrics(cont.)

5. M U S I C V I D E O C O N V E N T I O N S W E I N C L U D E D
A N D D E V E L O P E D I N O U R V I D E O
 (cont), we also used generic conventions such as close ups in
order to introduce the artist to the audience, however we
developed this as many of the shots in which the artist is the
focus is taken from the side or tracking. This was done so the
artist was the main focus yet, still sustaining the relationship
between the lyrics and video as the focus is balanced and shifted
between the location and the artist. This is a technique
constantly used in Lorde’s videos in order to balance the
attention between the artist and their message and we decided
to adapt it to our video. (cont.)

6. M U S I C V I D E O C O N V E N T I O N S W E I N C L U D E D
A N D D E V E L O P E D I N O U R V I D E O
 (cont.) This will appeal to our audiences as

7. G E N R E C O N V E N T I O N S W E I N C L U D E D,
C H A L L E N G E D A N D D E V E L O P E D I N O U R
M U S I C V I D E O
 As previously mentioned, during my research I identified a
variety of conventions of Alternative pop genre music videos such
as low key lighting, conveyed feelings of nostalgia or more serious
issues, darker tones in setting and costume etc. However, in our
music video, we challenged some of the conventions of Alternative
pop music videos through our consistent use of high key lighting
throughout our music video this was used a symbolism as we were
trying to put a spotlight on social issues such as gentrification as well
as induce feelings of nostalgia and reminiscence through lighting in
addition to using vibrant areas in Shoreditch that haven’t been
touched by gentrification such as Spitalfields. This may attract or
appeal to our audience as many people may be familiar with these
areas and as a result relate to the issues touched on in our video.

8. DIGIPACK
There is evidently a strong relationship between the main product and our
music video, this is done through the graffiti location that is evident through
out our music video. We drew inspiration from other digipacks within our
genre such as the album ‘Born To Die’ and ‘Pure Heroine’
The appearance will appeal to the audience as there is a clear
relationship between the product and the video formed through the
vibrant mise-en-scene.