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

2. CONVENTIONS
So what's the purpose of a music video? – Mainly to sell, Sell, SELL! Artists do this in numerous ways through ways such as
promoting the song as well as the artist.
What are the conventions of music videos? – A videotaped performance of a reordered popular song, usually
accompanied by dancing and visuals images interpreting the lyrics
What genre convention did we work in? - hip-hop/dubstep genre. We looked at this genre convention in detail as it was the
genre which our music video was. We found it more interesting to work with due to it being a mix.
• Acts – usually within hip-hop videos you would normally find some sort of act, this is usually used to draw the audience in
• Locations – usually link to the lyrics or have some sort of understanding of what the song will be about
• Camera work – A wide range of shots from close ups to long shots etc.
• Costume – flamboyant, casual or the a cross between the two

3. CONTINUED…
What do we expect from music videos? Different music videos differ to what they would have in them due to a few reasons,
one which was already mentioned was genre, gender, lyrics, style of the artist and a few others.
So, in our music video we followed some of the conventions and challenged a few… Ones we followed were the structure
as we had a different costume in each location change. With the use of synergy in all costume and location change we
interpreted the beanie.
We went against the conventions as we followed the narrative of disjuncture but then challenged it by adding in
amplification of the lights throughout the locations and the use of sparklers.

4. CONVENTIONS
The conventions of a digipak
• Artist and album name on both inside and out
• Barcode
• Copyright information
• Record company
• Artist picture usually from the hip-hop genre

5. CONTINUED…
So, in my ancillary work I followed all of the conventions. By interpreting all the conventions I think my digipak came out
pretty good with a smooth and professional look.
Some of the conventions which I followed were the use of an image of the artist, I used this by adding half of a close up on
the front panel and using a long shot on the back panel. On the inside there was a mid shot of our artist in a very excited
pose which I think added a lighter mood to the digipak.

6. CONVENTIONS
The conventions of an advertisement
• Artist and album
• Reviews from magazines etc.
• Usually the album picture
• Record company
• Artist picture usually from the hip-hop genre

7. CONTINUED…
So, in my advertisement followed all of the conventions. By interpreting all the conventions I think my advertisement came
out pretty good with a smooth and professional look.
Some of the conventions which I followed were the use of the reviews, I added in two reviews from magazines which are
from a target audience of hip-hop. Also, I’ve used the picture of the album cover on the advertisement which worked very
well on it. Finally, the image on the inside panel is the same of the advertisement showing consistency.

8. ANDREW GOODWIN
Andrew Goodwin theory (Dancing in the Distraction Factory) states that music videos do not follow the usual narrative
structure that is usually used in films. The artist or band in some genres can be both narrators and characters within the
video
This allows the music video to break the fourth wall which is seen when the viewer sees the artist singing directly to them as if
they are literally performing it only for the viewer this is used to make the viewer seem as if they are somewhat involved
within the performance.
There are signifiers within certain genres which the viewers will expect to see in a music video an example would be how
women would be dolled up just to draw the viewer in. Music videos are as illustration, amplification and disjuncture.
Within my music video KIM – After Light we have a mix of amplification and disjuncture
• We used disjuncture as the our music didn’t tell our story following the lyrics, it was
more of the artist with the skaters and the dancer having fun and relaxing.
• Also, we used amplification in this as we have an amplification of lights within our
music video through the locations, light up record and the use of sparklers.
Within the video
homecoming West
follows the narrative
of amplification.

9. CAROL VERNALIS
Vernalis' watches music videos to understand the use of camera and editing throughout which she understood that editing
was used more than in films. Both these components add to the effect of the video to emphasise it, mainly through cutting
to beat.
The rule of continuity is used in TV shows which music videos don't really follow, this allows the audience feel as if they are
part of the performance. Jump cuts are probably the most popular within music videos as they're used to keep the
structure and entertaining within the video also due to how short music videos usually are. Also, the camera may be used to
move in time with the music, follow or track etc. to add to another effect such as movement or distortion.
Eye contact – our
artist KIM constantly
had eye contact as
the audience feel
as if they are being
sung to
Base tracks – so we
didn’t have to
continuously carry
on filming footage
for the music video
to get really good
footage in other
locations
Editing – the use of
add strip bars, filters,
fades, blurs etc.
Camera work – we
used this to track
skaters as well as our
dancer, we also
used the camera to
get a variety of shots
such as angled shots
and close ups

10. LAURA MULVEY
"In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The
determining male gaze projects its fantasy onto the female figure which is styled accordingly.“
Women in music videos are represented in certain ways to attract the males attention, the women are dismembered
literally for the 'gaze' of the males. They are sensationalised and glammed up and are literally the eye candy, their body is
shown in different 'segments' to appeal mainly to the male viewers to draw them in. Parts such as breasts, faces and thighs
etc. are used and focused on.
In our music video we challenged this theory as we didn’t, we used the idea of male gaze in a modest way, our artist was
fully clothes yet looked flashy towards the target audience she is trying to draw.

11. INSPIRATION
AlunaGeorge
Jessie J
So, AlunaGeorge was one main artist who we got
inspiration from for numerous reasons. Firstly we took
inspiration from her as she sang our song and we thought
that she could give us ideas on costume and editing. Other
reasons why we took inspiration from her was the fact that
she obviously is from the same genre and the fact that the
she is a female artist.
Jessie J was the other artist who we took a lot of inspiration
from. Mainly from the reasons of what were given from
AlunaGeorge excluding the fact that she isn’t from the
same genre but only of hip-hop. We found that Jessie J had
a lot of costume changes in her videos and had a very
urban feel to her music videos and her ancillary work same
with AlunaGeorge.

12. STYLISTIC EDITS
Britney Spears uses strip bars within her music videos in a clever and unique way by
widening them as something big seems to happen within the song. We thought this
was a good idea but instead of a specific part we used it throughout the whole
music video to add an extra effect of emphasis throughout. This was also used with
AlunaGeorge’s – Attracting flies, both of these artist’s are from the same/similar
genre as our artist and we wanted to related back to them.

13. OTHER EFFECTS
Other effects which we used were blackouts and a blacked side fade
throughout, except for the part of where the locations are shown. The use of
this is to show off the artist/dancer/skaters in conjunction to the strip bars. Also,
the use of them goes back to the genre as AlunaGeorge uses them in her
music video Attracting Flies to show off her as an artist.