2. My media product uses and challenges real music video. When analysing
various music videos, I discovered that most music videos combined a
narrative and performance (lip syncing etc.), However for mine I felt a
challenged the conventional music video, by purely concentrating on a
narrative story it differs from other non-niche videos. Furthermore, although
the song I used contained male lead vocals I decided to use two women as the
focal point throughout my video. I also used a lesbian relationship instead of a
heterosexual one, which is less common in music videos. However, in modern
music video's, portraying homosexual couples is becoming more evident, such
as in Macklemore's ‘Same Love’ music video. From analysing music videos, I
found that close up camera angles were dominate. Therefore I used a
combination of close up to convey the characters anguish, high angles to
depict the inferiority of characters, and mid angles, all of which I felt followed
typical conventions of music videos.
I used a high angle
here to depict the
weak status of the
character.

3. From analysing music videos, I found that close up camera angles were
dominate. Therefore I used a combination of close up to convey the characters
anguish, high angles to depict the inferiority of characters, and mid angles, all of
which I felt followed typical conventions of music videos. I used mirrors a lot to
communicate the idea of the character analysing herself and what she has
become. To use as a backdrop against the narrative, I filmed in parks and beside
lakes, I did this to convey a lack of direction and a sense of hopelessness, the
references to water was explicit here as I used it a direct interpretation of the
lyrics. I also used ‘water’ references in the lyrics as metaphorical representation
of alcoholic as I found a link between them and felt it worked well. This interprets
Goodwin's key feature, one of them stating that 'in a music video, there should a
relationship between the lyrics, music and visuals'. Using naturalistic outside
setting was something I was influenced from by other music videos. I also
believed it worked well to combine natural lighting into my music video as again I
felt it made it more realistic. This shot is a
reference to the
‘water’ in the song
lyrics. Whilst the
alcohol is a
metaphorical
interpretation of the
water

4. Using naturalistic outside setting was something I was influenced from by other
music videos. I also believed it worked well to combine natural lighting into my
music video as again I felt it made it more realistic. Furthermore, regarding
costumes, I didn’t challenge conventions. At times I conveyed a more sexualised
look on the women protagonist, something which is often seen in music videos,
during this time, my actress wore a short red dress, using the red I felt conveyed
a sense of danger and possibly the indication of passion. This interpreted Laura
Mulvey’s theory of the male gaze. In other shots, I used normal everyday
costumes, such as jeans, leggings and dresses. I placed a strong emphasis on
my actress wearing dark coloured clothing as it portrayed her depressed state. I
used a red as a motif frequently throughout, such as the red dress, lipstick and
alcohol. I felt the red foreshadowed and acted as a warning for destruction. It
also conveyed anger and passion, all of which symbolised my main character
well. This use of red was prevalent in 2 of the music videos I analysed, Lana Del
Rey’s ‘Burning Desire’ and Calvin Harris’s ‘Sweet Nothing’

5. In terms of editing, I also challenged conventions, by using a slow
pace and adding no visible transitions. Because the song I used
was fairly monotone and slow, I felt it appropriate to represent this
through the editing, therefore I didn't create fast cuts which
matched the beat of the music, but rather created a montage of
clips with the occasional flashbacks. Flashbacks are often seen in
music videos, such as in Maroon 5's Payphone. At the beginning
of the non-linear narrative, I included black gaps between the
repetitive shots as the main character was drowning, this was
done to elongate the suspense and well as convey the idea that
the character eyes slowly closing – depicting the possibility of
death. Although I didn't follow typical music video convention by
inserting fast cuts, I did use short shots, which creates a
repeatability factor.

6. An important convention of
magazine adverts that I conformed
to was advertising social media, this
allows the audience to consume the
artists by interacting with them via
social networking.
I shot this photography on
a wall of graffiti – this
introduced an element of
grunge, to match this, I
chose a graffiti like font,
this was prevalent in other
music videos. Font that
matched the settings.
I created a sense of
juxtaposition between the 2
fonts, The album title
‘Blood’, is in formal elongate
font, which contrasts
against the grungy font
used for the band name. I
developed this idea when
analysing Rudimental
‘Home’ magazine advert.
I conformed to convention by
including the date of the release,
I felt this was essential for the
audience to know especially as I
was establishing and branding
this band as new & upcoming.
I included a quote from
an established source,
this again was a
convention of music
advert, but reinforcing
the quality of the album
encouraging audiences
to purchase it.

7. A typical convention of
digipaks was to use a
similar font and style as
the magazine advert,
this helped create an
overall branding for the
artists.
I used a variety of costumes for the
photography, here I chose my models to
wear formal clothing. I chose white shirts so
they’ll stand out from the busy backdrop but
also felt it conveyed a sense of purity.
I used different camera angles, here
I used close up, a typical convention
of digipaks, I felt this would bring
the audience closer and add a
personal connection between the
artist and audience
I added a ‘Parental
advisory’ label on my
digipaks to add realism as
it is often prevalent on
digipaks to warn the
audience of rude lyrics.
Record Labels establishes
the dominance and
importance of the artists
and were also dominant in
previous digipaks
I used the same font as the
band title for the track listing,
this established a style
throughout the digipak,
often seen in other digipaks.

8. Using a guitar as the background for the
CD cover created a musical link and
developed the band’s indie branding.
Using instrument in the digipak was
prevalent in popular digipaks
I chose do my inside panels in
monochrome as I felt it
contrasted effectively against the
colourful outside panels. It was
also a suggestion that derived
from audience feedback
I included spines to add
realism to my digipak, as it is
evident in conventional 6
panel digipaks.
I chose to put my models in
less formal costumes for
these panels. I felt it conveyed
a more contemporary playful
image to the band and
contrasted nicely against the
outside panels.
I blurred out the
background so
the artists
appeared to be
the focal point.