The document discusses the conventions of music videos in the neo-soul/jazz genre. It outlines several conventions identified through research, including close-ups of the artist, simple settings, use of iconography like microphones and alcohol, and representations of costume, facial expressions, and pacing of editing to match the song. The document discusses how the creator of a music video project used and developed these conventions in their own video to represent the genre and turn the artist into a commodity for audiences.

1. EVALUATION QUESTION 1:

2.  A music video is a short visual film which is created to match the pace of a song. The
purpose of a music video are to help promote an artists single.
 The classic conventions of a music video are:
 Visually stylish – focussing heavy on ‘Mise En Scene’
 Rhythmic – visually in time with the song
 Experimental – conventional use of camera editing
 Conspicuous lighting and cinematography
 Focus on the artist
 Mix between narrative and performance or concept
 Using all these conventions and mechanisms the correct way can help to create star as
well as a successful music video.
My task required me to research into the conventions of a music video, and from this,
plan our ideas for one. I then filmed the video and edited it.Whilst doing this, I always
had to think about what I was representing my genre, target audience and
developing conventions.

3. These music videos and artists in particular gave my group and I lots of
inspirations and ideas of how to use, develop or challenge conventions. I will
refer to these videos/artists a lot during the question.
 Justin Timberlake – Suit and Tie
 Westlife – Smile
 Frank Sinatra – That’s life
 Chris Brown – Fine China
 Michael Buble – Feeling Good

4.  From my research I found that there was a lot of close ups and medium shots to
show the artist off to the audience.This enhanced his ‘star image’ as stated by
Dyer and built a positive relationship with the audience.
 From this research, I decided that I would use a lot of medium close-ups and
close-ups on my star.
I have used and developed this idea by
using a similar medium close up such
as Justin Timberlake’s video when the
artist is performing. Goodwin said that
there is usually performance from the
artist and I captured this via medium
close-ups and close-ups.
This music video includes various
shots such as medium and close-
up shots of artists whilst lip-
syncing. I used and developed
this idea as my artist performs
in a similar way.

5.  From my research, I found that the artist should always be
in the centre of the frame.This ensures that the audiences
attention is on him and he is the main attraction within the
frame.This convention is something I used within my
music video. I challenged the positioning a little when you
see his friend. I used the rule of thirds to show equality
amongst the two friends and so the audience like his
friend as much as they do him.

6. The colour black, white and gold seemed
to be the most popular colours within the
Neo-Soul/Jazz genre. This is because it
created a classic and stripped back look
which created feelings of being cool and
able to perform well. The classic feeling
to the video is something I wanted to also
represent within my music video so I
used very subtle colours. When the
characters are playing cards, there is a
gold tinge to make it look professional
The lighting is low key at times to
create feelings of mystery and
SWAG around his character and
when he is performing, high-key
lighting is used.

7. From my research I found that a lot of simple settings were used to reflect this genre.
Despite this, locations were used to present musical talent, like studios, at a piano. Further
to this, locations to show the ‘guys’ having fun were also used. From this, I implemented
these locations into my work to use and follow conventions.
Using and developing…
Using and developing…
Using and developing…

8. From my research, it was also helpful when looking into the use of iconography. I needed to
find out what features made something typical to the genre. I found that a microphone,
laddish objects like poker chips were used, alcohol and smoking. From this, I implemented
these pieces of iconography into my work to use and follow conventions.
Microphone
Alcohol
Cigar
Using and developing…
Using and developing…
Using and developing…

9. The facial expressions of Sinatra, Timberlake and the Westlife boys are are very relaxed and calm. This connotes
that their lavish, carefree lifestyle is a good way to live and it portrays their fun. They are very smiley, but in a
cool, flirty way.
Their body language is very care-free, we see them move to the rhythm of the music many times whilst singing.
I then developed this representation when I showed the same facial expression and body language as I
researched. This was to express a laid back yet “full of my self” persona. This would show audiences that I am
confident in who I am and that I live a similar laid-back lifestyle within my music video. The artist would show
a firm facial expression to show that he is happy which is a very common characteristic for artists of this
particular genre.

10. The costume representation was very simple to follow. From the research that I did I found that the most
conventional use was wearing a black suit with a white shirt. The tie was usually loosely done to portray a casual
lifestyle. A hat was often used too which I wore at the start of the video.
Hair and make up was very natural. The hair was often slick. I made sure that my characters portrayed this
idea through their representation.
Overall, I believe that I used and
developed representations of
costume that are conventional to
this genre.This helped to
enhance that artists ‘star image’
as stated by Dyer and helped turn
my artist into a commodity.

11. Goodwin stated that the editing of the music video should reflect the pace of thesong. I believe my music video did
this conventionally because the pace of the editing matches the slow sounds of the song.
Again, I have developed and used conventions as my editing is conventional to the genre and themes of the song.
We used some editing effects when editing, like the use of overlays to show progression in our video. However,
because of the nature of the song, we didn’t use too many effects and transitions because I didn’t want to take the
classic look away from the idea.

12.  I believe I followed sound conventions of our genre by making sure that the
relationship between music and visuals as well as the relationship between
lyrics and visuals were used in harmony. My group and I analysed existing
media products for the use of sound conventions within our genre and
selectively used similar techniques so that we could use, develop or challenge
of need be.
 We found this very hard to do at first but by following Andrew Goodwin’s 8
simple rules for a successful music video, which does speak on the use of
sound, we were able to overcome these flaws and follow the sound
conventions we need to for our video to be successful.
 Another way I believe I used the conventions of sound is by allowing my lyrics
to be portray through the visuals.

13.  Andrew Goodwin’s characteristics of a
music video
 Richard Dyer’s ‘star image’
 Laura Mulvey’s Male Gaze
 Adorno’s Popular culture

14. 1) Genre conventions
2) Technical elements
3) Relationship between visuals
and lyrics
4) Relationship between pace of
song and editing
5) Intertextual references
6) Close ups on star
7) Notion of looking
8) Performance, narrative or
concept based.
I used and developed the majority of these ideas apart from intertextual
references.
Genre conventions Close-up on star
Notion of looking Performance based

15. Mulvey: In terms of Laura Mulvey, she discussed what is known as the male gaze, where ‘the camera
being a heterosexual male admiring the assets of a woman’. As there were no women in our music
video, this is something we developed and rather focused our sexual attention on the male artist. She
states that the camera should focus on assets or lips, and we did this with our male when he smokes
a cigar. We also tried to show him in a sexual way when he uses his microphone to sing as he runs his
fingers down it which could be perceived to be quite sexual as it is phallic.
We challenged the theory by introducing the ‘female Gaze’ which I believe is apparent in todays society.
Around male artists

16. Ordinary
&
Extraordinary
Stars and constructions –artificial image
Industry and audience – there to make money
Ideology and culture –has cultural values to share
Character and personality – audience feel closer to their lifestyle
The artist should be able to enhance their ‘star image’ in order to become someone who
turns into a commodity where audiences buy into their lifestyle. I believe I did this by making
my artist be someone who is appealing and attractive. I did this trough the use of lighting,
costume and the way they behave on screen in terms of their lifestyle.

17.  Adorno stated that popular music portrayed particular
mainstream values and lifestyles.This was so that it appealed to
the mass audiences. He believed that we were used to seeing the
same ideas in music videos, which is what made them hard to resit
and it became part of popular culture.
 I portrayed these ideas within my music video as I showed very
mainstream ‘laddish’ ideas like drinking, smoking and playing
cards.The piano playing is also part of mainstream popular culture
which I found from my research into these Jazz type music videos.