The document summarizes how the media product, a music video for an indie song, uses and challenges conventions of real music videos. It analyzed 3 influential indie videos to identify recurring themes. It includes minimal lip syncing to allow more interpretation of lyrics, and live footage of a performance for narrative and to adhere to conventions. It also includes a relationship narrative between a boy and girl to convey the song lyrics, while challenging gender stereotypes by having the female take more initiative. The video aims to provide pleasure and gratification to the audience through attractive talent, a catchy song, and exploring a relationship.

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

2. Since we decided upon creating a
music video to fit within the
Indie genre, we carried out three
textual analysis of influential
videos -
1. Curtain Call - Aiden
Grimshaw
2. Cupid - Daniel Powter
3. She Will Be Loved - Maroon 5
There were carefully studied in
order to identify the recurring
themes, conventions and
representations.

3. Minimal Lip Synching
Lip synching is a very common and conventional
feature of the majority of music videos,
however within the Indie genre, this seems to
be challenged, with some artists (such as Ed
Sheeran - A Team) opting for a fully narrative
video rather than focussing on the artist.
After considering the three main videos, I
concluded that the videos with less lip synching
were more successful in conveying the story of
the song. Due to the narrative nature of the
group’s chosen song ‘Balance’, I therefore
decided I would slightly challenge the
convention of lip synching, by only using it
during the ‘live’ chorus section of the video.
This therefore allows for more exploration of
our interpretation of the lyrics.

4. Live Footage
Maroon 5’s video for She Will Be Loved includes a brief
scene where the artist appears to be performing in a
believable gig setting. I found this particularly
effective, as it provides the audience with an opposing
theme to concentrate on aside from the main story.
As a result of this, I included live footage in my own
music video, which was recorded personally at a
performance at ‘The Donkey’ in Leicester. Due to the
lack of lip synching throughout the main body of the
video, the live footage also allows for this convention
to still be slightly adhered to, and further developed.
For filming to take place, I had to contact the artist
directly to ensure he was comfortable with it, as well
as speaking to the venue to check filming was
permitted. There was an issue with the speed of the
footage in relation to the recorded song when they
were overlaid, which caused the two to be out-of-
sync. Therefore, a lot of time was taken cutting and
altering these small sections to perfectly synch them.

5. Relationship Narrative
Possibly the most common convention of any
music video is the exploration of a relationship
between a boy of a girl. The majority of song
lyrics relate to the concept of ‘love’, including
my chosen song Balance, and the artists choose
to convey this within the video.
Naturally, I adhered to this convention within
my own music video; the talent are seen to be
meeting for the first time at the beginning, and
the lyrics then guide us through the
development of this relationship. I wanted to
convey the couple in a variety of interesting
ways, so relied upon picturesque settings,
carefully composed shots and conventional
angles/transitions in order to create a relatable,
emotive story. These allowed for concepts such
as ‘flashbacks’ and ‘memories’ to be clearly
conveyed, and indicated the passing of time.

6. Theory Relevance
There are various social stereotypes which Every media product has various uses and
are challenges within my music video. The first gratifications, which are the particular ways
is the female taking charge of the situations; it in which the audience gets pleasure from
is generally expected that the ale character will consuming it. For example, my video includes
lead the female through situations, however in an attractive artist and talent, who the viewer
my video the girl is seen to be the first to may find appealing or inspiring. Also, the live
instigate a handshake, throw rocks into the section of the video adheres to the pleasure a
lake, and plays the guitar. This gives the video a person achieves from watching an artist
more modern feel, as in todays society there is perform. Most media products, such as films
less expectation of these gender differences, and especially music videos, explore the
and both have a more equal role. concept of a relationship, and these are proven
to be extremely popular. Therefore, this
Laura Mulvey’s Male Gaze suggests that all convention has been fully adhered to within
media products are created from a male’s our music video to provide the audience with
perspective, therefore when an audience views pleasure through satisfaction. The music is
it, it is seen through a male’s eyes. My media another gratification, as it is an extremely
product partially follows this, as the female catchy song, which the audience will remember
character is attractive, however as a female and recognize in the future - this is the main
director, I purposely aimed to avoid this purpose of a music video; a tool to persuade
objectification, as I am aware of the degrading viewers to download and purchase the
nature of this. single/album.