A2 Media Studies

1. Evaluation Question 1

2. How did our music video
use or challenge
conventions?

3. Our group instantly decided that we didn’t want our
piece to follow a regular narrative structure and
for it to be quite abstract but still contain meaning
within the images that we were going to display. This
was quite experimental as we knew that a common
convention of pop culture music videos was to
follow a narrative structure and go beginning-
climax-end pattern that songs go through - which
build in either intensity, emotions or instruments
throughout, then resolve at the end.

5. The music video is disconnected from the lyrics, and the
feelings are represented instead. The song was about
love, so we included images such as an apple, water, and
origami - symbolic messages.
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We used a studio setting that followed usual music
video conventions, with a white backdrop and studio
lighting (artificial) - we experimented with different
harshness of lighting and angles, back-lighting, creating
shadows, Natural lighting is used in the workshop.

7. An abundance of close up shots were used in the
workshop scenes and a lack of tracking, zoom ins
and usual camera movements (it remains still a lot of
the video), which uses music video conventions.
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Thought beats were used in our narrative editing
process where a shot was cut in time to the music.
This is a usual convention, and it makes the videos
more enjoyable to watch (Andrew Goodwin). Partial
narrative is used in a parallel narrative structure
with one of them telling a storyline. Sound parallel
used as well - the music matches the mood.

9. Challenges media conventions by following a more
abstract pathway. We used a similar style and palate to
FKA Twigs, focusing on pastel colours and washed out
images/frames. Quite jovial colours; pale blue, pink and
white all create an artsy feel to our music video. The
simplistic shots we pair with this colour palate and
tinting results in a dreamy tone, reminiscent of our
overall theme of love.

11. Evaluation Question 6

12. How did you integrate
technologies - software,
hardware and online - in
this project?

13. After YOOBEE workshops for cameras and Final Cut
Pro back in AS, this year we were able to retain our
knowledge, used LUMIX g7 camera which was our
cinematographers own camera so he was familiar
with it
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I personally used the adobe packages to create the
logo and branding packages for Andrew Huang,
using photoshop and Illustrator.

15. our primary social media platform was blogging
through Wordpress to upload all of our planning
and such. other platforms to reach our target
audience included Instagram and Facebook. youtube
and Vimeo used to research music videos and upload
our own.
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final cut pro used for our editing enabled us to use
stop motion in our music video.