The music video develops conventions of real media products by using smooth transitions like fades to match the slow pace of the R&B song. Shots were edited to be in time with the song's beat. Cross fades and emerging two images were used to soften cuts and separate memories from present through black and white versus color. Close-up shots were included to represent intimacy, as seen in real R&B videos. Ending with a sensual scene alluded to romance as typical in R&B videos while avoiding nudity for appropriateness.

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

2. Ways our music video develops
conventions of real media products:
Pace and use of transitions
 As our genre is the R&B genre and is a slow song, we decided
to use smooth transitions like fade ins and fade out rather than
just straight cuts all the time.
 Our song was very slow, so when editing, we had to ensure
that we had to make that when we made a cut, that it was in
time with the beat of the song in order to compliment the pace
of the song.

3. The following slides are
examples of real music videos
with similar ideas regarding
our storyline and our
variation of shots.
We thought that using a light
source in this shot would
soften the image. Also the use
of light shows that we used
mis-en-scene. We have high
key lighting which could be
used to represent happiness
and this idea of happiness
compliments the lyrics and
the mood of the song.

4. Use of fades throughout the
music video challenges real
media conventions because in
a real media product, fades
are hardly used and if they
are used, they are usually
used at the end to fade out
the video. The usual
transition used to separate
clips is a straight cut.
Use of cross fades, emerging
two images we used to soften
the cuts to match the
storyline. The use of black
and white as oppose to the
clips in colour were to
separate the present from the
past and when the two were
emerged. It makes it clearer to
the audience that the black
and white images are
flashbacks and the fact that it
is faded shows that she is
daydreaming.

5. Variation of shots
I did research into Beyonce-
Halo and from our research I
discovered that she mostly
uses close up shots. This is
representing intemecy and
emotional identification of the
characters and for this reason
we thought it would be a goo
idea to involve these kind of
shots in our media product.

6. Rihanna- We found love has
romantic lyrics so we thought
we would develop our music
product by getting some
idea’s from her video.
Our kind of video conforms
the R&B conventions because
R&B music video’s usually
romantic feel to them so we
used these ideas in order to fit
the requirements to develop
our video in terms of R&B
conventions.

7. Developing media product
conventions Lip syncing
Lip syncing is not just a key
convention in the R&B genre
but is a requirement in all
genres whether it is rock or a
pop music video. They
usually all have lip syncing in
the video so we had to ensure
that lip syncing was a regular
occurrence so that we showed
that we were developing the
use of conventions in our
video.

8. Sensual scenes
developing R&B
conventions
R&B music video’s are
generally romantic so are
often sexual. Cassidy- Hotel
had a huge influence on our
ending as it was quite saucy
to leave the audience
questioning themselves what
happens next. However, we
were not going to get nude as
that would be totally
inappropriate for the task we
have been set so we thought
we would do the same kind
of scene but with clothes on
so that it is suitable and
sensible.