A2 media evaluation

1. QUESTION 1: IN WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?
ABDULLAH MIAH

2. THE PURPOSE OF THE MUSIC VIDEO?
My advanced media portfolio was to produce a music video which was to be conventional to
our genre and appeal to our target audience and by creating this music video we had used
different theories within our music video. To ensure that I had understanding of these theories I
had to research and analyse other music videos to gain a deeper understanding of music
videos and what kind of music video I wanted to make.
After the research it led me to my planning stages where I had to plan and produce my own
ancillary products which were an advert and a digipak.
The purpose of a music video after all my research showed that a music video is used and
produced to entertain the audience and in many cases the artist has a big effect on the
audience as they can change the views and beliefs of the audience making the audience
follow the artist completely.

3. DOES MY PRODUCT CHALLENGE OR DEVELOP FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?
Following and developing conventions in my music video has been done so in the following aspects:
Themes: All music video has themes present in the music video. In my music video the themes that
were present were we love, relationships and friendship. This was conventional to my music video as in
Hip Hop music videos their is a common theme of love.
Artist Image: The artist image in my music video is evident as the male artist is the main star image and
he is represented in the video with the female artist shown as she is featuring in the music video. My
music video it is clear to see who the star image is in the music video.
Location: One of the locations we used in our music video was a public street. This was conventional to
the hip hop genre because it's the usual location rappers would use in their music videos as it is
connotes the origin of my genre. Also the bedroom was used for certain lyrics which would make the
music video more visually appeal due to the lyrics.
Editing: My music video matches its editing and the pace of the song.
Theory: My music video follows Goodwin's theory with a mixture of performance and narrative based
music video.

4. ARTIST REPRESENTATION: HOW IT FOLLOWS CONVENTIONS?
The artist representation in our music video is very conventional. As the male artist in my
music video was unpredictable in our music video with the moves he was portraying.
Cinematography: Throughout the music video where there were close up shots used
which portrayed the feelings the male artist was having in the music video along with his
previous relationship. My male artist in the music video was to be like Vic Mensha

This specific close up
shot is used to show the
facial expression of our
artist and it shows the
similarity in the artist and
Vic mensha

5. ARTIST REPRESENTATION
MES: High key lighting is used on our male artist with a when there
is an intimate part in the music video between the two artists in
my music video this enhances the high key lighting shows their
passionate that they had before and how the male artist is
thinking about the good times which he had with his girlfriend.
Editing: The editing within our music video matches the pace of
the song throughout as the editing does not change much in my
music video as the song is very relaxed and dreamy.
.

6. CINEMATOGRAPHY: THEORY APPLICATION
The cinematography has allowed me to apply Goodwins theory in our music video. The close
up shots helped to represent Goodwin's theory of star Image motifs. This would help our artist to
become recognizable and build a connection with the audience.
Cinematography is also mainly used in music videos to show Mulveys Male gaze which uses
camera movements to show women as sexual objects this was not used in my music video but
in some scenes in the music video high angles were used to show intimate scenes which would
appeal to the audience.

7. MISE EN SCENE: ICONOGRAPHY
Iconography: The iconography of the male and female artist playing on the games console
shows how their relationship was and shows that they were a happy couple who did
everyday things which allows the audience to feel the connection as well as most people do
play console games with the partner.
The iconography of the duvet and the bed scene is showing the intimate side of their
relationship and it is conventional to our genre and to the audience as they can relate to
that as this happens in relationships.

8. LOCATION
Various locations were used throughout the music video, locations that would suit the lyrics and themes
within the music video. Using different locations for different lyrics helped my music video to be more
conventional visually appealing as with the location and lyric changes it made sense and did not
confuse the audience
Such as bedroom and street location were the most relevant locations for my music video as it was the
most conventional and appealing to the target audience and our genre.
The location of public streets was used to help demonstrate the performance structure we wanted to use
in my music video, with our male artist expressing his feeling through his lyrics and movement.

9. LIGHTING AND COLOUR
High key lighting was used to show the love and passion that the two artist had in my music video.
Also, natural lighting was used to show realism as the male artist wondered the street and low key
lighting was used to show his depressed mood as he was thinking of his past relationship and as the
lighting got darker it showed him getting lost in his thoughts as many of the audience can relate as
they walk and sit in dark places when they are thinking about their relationship.

10. BODY LANGUAGE AND FACIAL EXPRESSION
The body language that is used in this music video helps to represent the themes. The male
artist's body language is quite carefree and laid back. This shows the audience that the male
artist still is in love with his the girl where he has lost all of his senses and he no longer cares
about anything else apart from her. the facial expression of the artist are kept consistent as
he does not show any happiness as he is still deeply affected by this relationship.

11. COSTUME, HAIR AND MAKE UP
The costume hair and make up of the artist that were in my music video were kept very simple as
the male artist was dressed simply as it showed that he did not care and the female artist was also
kept simple allowing the audience to feel the connection over their simplicity and also the
connection of how when a relationship affects someone they don't care how they look they just
stay in thinking about what happened.

12. EDITING
The editing that was used in the music video had always matched the pace of the song. As the pace of the
song did not change much throughout the music video. However towards the end f the music video the
song started to slow down and that was matched by slow editing showing the artist slowly looking up and
the female artist smiling.

13. SOUND
Non-Diegetic sound is used throughout the music video. The
diegetic sound helps to apply the Goodwin theory, specifically the
song matching with the lyrics and visuals of the music video.
Also the sound helps the audience to understand the theme of our
song as well as the genre.

14. CONCLUSION:
In conclusion I believe that my music video follows all the conventions of a Hip
Hop music video and I have planned and researched well into producing the
best music video which will appeal to the target audience to the best of my
ability. The music video is a conventional and an appealing music video to the
target audience.
My ancillary products also are consistent and appealing to the target
audience I have produced music video and ancillary products only to my
target audiences preferences to the best of my ability.