1. Q1: In what ways does your media product use, develop or
challenge forms and conventions of real media products?

2. Reasons for following or breaking music
video conventions
It is important to follow the conventions of music videos as:
•
allows the audience to become familiar with a particular genre, as they get
use to recognizing the different conventions within a genre.
•
provides a structure that the audience can understand.
•
Ensures that the lyrics of the song fit in with the video, of how we’d expect it
to be.

3. Costume
The costume choice is one of the key factors in music videos as it reflects on the music genre of the artist and
influences the viewer’s own dress choice, as they look up to artists as their role models. Therefore the costumes need
to be on trend so that they appeal to the target audience.
The performer in the music video
is seen wearing snapback just
like the original artist of our
chosen song track.
In our music video our performer is seen wearing urban clothing to echo music
genre of grime. Numerous of other artists relating to grime genre such as
Dizzee Rascal, Skepta and N Dubz are usually seen wearing hats, hoodies or
heavy jewellery to reflect their music genre, as otherwise drastically
contradicting wardrobe choice to the music genre could seem confusing and
off-putting to the audience as they are familiar with seeing a particular style
set to the specific music genre.

4. Location
The setting of a music video allows the viewers to decide on the music genre but to may also be carefully chosen to reflect the mood
of the song.
Ways in we followed
the conventions of a
typical house party to
make it appear as
realistic as possible
was by shooting by:
• setting the lighting
lower and shooting
in the darks hourstypically most house
party videos are
shot at night-time
• cramming people
closer together into
the shot- creating
the illusion as if
there is actually
more guests
• having props such
as balloons, party
poppers and drinksthings that the
viewer associate
with a house party.
Selena Gomez- Birthday
JLS- Do You Feel What I Feel?
One of the reasons of why we chose to do a house party setting for our music video
was because our target audience is relatively young, ranging from teens and upwards,
basing the video around a house party would allow the audience to make personal
connection from the video to their own life.
Meek Mill- House Party ft. Young Chris
We followed the convention of setting
a house party location as it is tendency
in hip-hop and grime music genres.

5. Colouring/Lighting
Colours are shown through almost everything in a music video, lighting, costumes, hair, makeup and
locations.
The type of colouring may sometimes be used to
represent a feeling or mood or to signify a certain
thing.
Ed Sheeran- A Team
The use of black and white in this music video,
assists in portraying the overall mood of the music
video and allows the audience to express sympathy
towards the female protagonist.
To follow the conventions of a house party, we used minimal lighting in the room where the video was
shot, this is because most party videos are shot at night- creating a ‘party atmosphere’. However we
did not want the shots appear to dimmed. Therefore we used party props such as bright coloured
balloons and glow sticks to contrast the rest of the room setting and to create cheerful mood to reflect
the light hearted theme of our music video.
One Direction- What Makes You Beautiful
High key lighting is used, the video is bright, sunny and
warm - creating a positive feeling.

6. Camera Movements
Camera moves to follow the artist or to show the performance of the artist. These movements include panning and tracking. A
director may choose to move action along by telling the story as a series of cuts, going from one shot to another, or they may
decide to move the camera with the action.
In our music video there is constant quick cuts between the narrative and our performer- acting as a narrator and a participant
at the same time. We had included variety of different camera movements such handheld- camera following either the story
protagonist or the performer, creating irregular camera movement to purposely make it look amateur as to make it look more
realistic- creating an illusion as if one of the party guest was filming the shots.
We combined these shots with smooth camera movement, this was achieved with the use of a tripod.

7. Camera Shots- Demand Record Label
Throughout our music video there is quick cuts between the narrative and the performer, we had included a number of close-up, mid-shots and longshots of our performer lip-synching and performing various of tasks. We also wanted to show a clear connection to one of Goodwin’s Six Points, of
which the record labels demand close ups of the artist as means of highlighting the star’s image.
Many mainstream artists today have consistent
amount of close-ups of them shown.
Rihanna- California King Bed
Close-ups are often used to sell the artist and show emotions. Being close to someone suggest you
are comfortable with them, a close-up of the artist is personal and allows the audience to build a
close relation with the artist shown on screen.
Justin Timberlake- Tunnel Vision

8. Narrative
A Narrative music video follows a story line, there are two types of narrative Linear and Fragmented A linear narrative
starts a story at the beginning, goes on through the middle, and ends at the end. A fragmented narrative is one that
does not.
In our music video the narrative focuses on our protagonist- an unsuccessful womanizer. Our narrative is fragmented as
there is an introduction to our protagonist, followed by three scenarios, however his fate is uncertain at the end of the
music video. This provides a cliff-hanger, allowing the audience to make their assumptions of what had happened to the
protagonist.
We had added the
title ‘The Womanizer’
to make it even more
clear to the audience
that the protagonist
unsuccessful with
girls.
We had decided to go against the typical convention for grime genre style video, in which the
protagonist is usually portrayed as someone very successful with women. We wanted the visuals
to contradict the lyrics of the song therefore creating a light, comical feeling to the music
video.
An example of fragmented narrative
used in a music video.
Erykah Badu- Other Side Of The Game
Dizzee Rascal- Dance Wiv Me

9. Reference to Voyeurism (the act of
sexualised looking)
Notions of looking and voyeuristic
treatment of female body is often
taken advantage of in many music
videos in order to appeal to specific
target audiences, in particularly
young males.
Tyga- Do My Dance (Explicit) ft. 2
Chainz
In our music video we did not include any notions of looking or voyeuristic treatment. We wanted to break the
stereotypes shown in particularly in many hip-hop/grime music genre music videos where the females featuring
are dominated over by males, females are objectified in ways such as displaying extreme close-ups of their body
parts. In our music video we reverse the roles- making females dominant over the male protagonist by showing
them each reject his advances, contradicting the lyrics ‘got it in the bag’.

10. Sound
Sound consists of two main forms diegetic sound which is already present in the film and non - diegetic sound
which can be edited in (the music itself is non-diegetic sound).
Our music video also has diegetic sound at the beginning of the music video just before song track begins playing.
This includes sounds from the surroundings, such as footsteps and voices, that make the video seem more
realistic and also provides a short introduction to the protagonist and buys us time to put in text such as the song
title.
Diegetic sound is used predominantly in narrative
based music videos, as a way of providing the
audience with a short backstory or introduction
to the characters.
In Katy Perry’s music video ‘Part Of Me’ there is a
small exchange of dialogue at the beginning,
giving audience clear understanding of what is
happening.
Katy Perry- Part Of Me
We had also included rewind sound effect when the splay button on the iPhone is pressed to
illustrate the relationship between music and visuals.

11. Digipack
We follow the conventions for a Digipack as we included images that represent the theme of the album- cartooned in black and
white images of the artist . Linking back to the inter-textual reference to the Godfather film franchise.
Front:
Has a picture of the
artist along with the
name of the album
and the artist.
Tracks listed and numbered.

12. Magazine Advertisement
Magazine adverts are usually just the
front covers of the digipack in a poster
with messages underneath it saying
when the album is out for release and
the ratings certain artists and news
papers gave the music album, these are
the conventions for digipack magazine
adverts. Digipack magazine adverts
function is to make audiences aware
that the artist has a music album
coming up, trying to persuade the
audience to buy the album.
For our music advertisement, we wanted
to look continuous by setting almost an
identical style to the digipack. This way
the album theme is developed which the
audience associates to the artist and the
specific album, allowing easy recognition
and individuality.