The document analyzes conventions in pop music videos through examples on YouTube. It discusses common techniques like shooting in green rooms, using flashy effects, following artists with cameras, including dance numbers and backup dancers, using bright lighting and costumes. It also notes how the analyzed music videos informed the creation of the author's own music video, which aims to have a bright atmosphere through editing while also challenging some conventions by de-emphasizing locations and having more modest costumes.

2. By looking at few music video of pop genre on YouTube we were able to spot the usual
conventions by identifying the mise-en-scene.
Locations were not the main focus for most of the time as most Pop music video were
shot in a green room and mainly used effects such as flashing and took priority over the
artist appearance by giving the main role throughout the music video the camera where
most like to follow them through long shot, close up, zoom, tracking, panning. Most Pop
music video will would have a dance number whereby the artist will join in with the
choreography by having back up dancers behind them. The lighting were almost always
bright with minimal use of dark light, however some Pop music video did have a dark
light at the beginning of the their video to introduce the artist, the light did increase in
time. Most Pop artist will wear very bright coloured costumes and female pop artist were
mostly dressed in provocative ways. The music was always upbeat with the use of drums,
keyboards and string. This gave us an idea of how our music should look like; through
editing we were able to create a bright atmosphere as well professional looking effects.
Through Andre Goodwin’s analysis of music video, a music video demonstrates genre
characteristics through stage performance and dance routine. He also states that the
there should be a relationship between lyrics and visuals as well as between music and
visuals.
As soon as we heard the song by the artist and learning a bit about him through artist
research we decided the song fits best in Pop genre as the song sound upbeat and could
easily be transformed to a Pop music video.

3. Ed Sheeran-
Lego house
The use of long shot is a favourable
convention of many music videos as it We used the idea of using
shows of the surroundings around the tracking on one of our scenes
artist and it lets the audience know where this allowed the audience to
the music video has been shot. We used follow the action and let the
this idea on our music video by filming in artist take them around the
an area that our audience would ‘set’. This will help the audience
recognise. to connect with the artist.

4. Justin Bieber - Baby
This music video a very similar narrative to our
music video as throughout the music video the
male protagonist wanted to gain the girls’
attention as you can see both the male
protagonist were getting rejected. We used this
convention in our music video as both the lyrics
are based around love.
We developed on the idea of instead of conforming to the
convention of having artist and the female argue in a lively,
public area we filmed the scene in a secluded area as we
wanted them to be the main focus during the scene.
In this music video there’s a low angle shot of a girl
reaching her arm out to the world as she’s gazing up to
the sky. This indicates that she was superiority over the
world. The were also many usage of close ups and zoom
through out the music video. This was used to take away
focus of her surroundings. These type of shots are
commonly used in many music videos .
We used this idea of
having a low angle
shot as this
represented our artist
as a superior being
just like the Ed
Sheeran music video
who also used this
Ed Sheeran – A Team type of camera work.

5. Both the advert defocused As you can see both advert
the background to make the
artist stand out and look
has both the name of the
more rounded artist and the date of the
release date of the album.
This advert
has a very
distinct colour On my
scheme which advert I
is red as its included
consistent more
through out details
the advert. such as
Whereas I shops and
tried not to sites that
stick with one the
colour but took audience
advantage of can
the colour on purchase
the hat; this the album
flattered the
artist face as it
looks more
rounded and I got the idea of including the CD of the
light as the hat album to let the audience know how it
is of bright looks like so when they go to purchase it
colours
they’ll know which one it is.

6. I believe that my All these CD covers
CD cover meet have the texts at a top
most of the codes corner next to the
and conventions of artist’s face, indicating
a typical Pop CD. that the text
associated with the
I used this type of picture i.e. artist name
convention of and the name of the
having the album or single was
background out of both there. I used this
focus as this made convention on my CD
the artist, picture
as the layout and
stand out. I
developed on this
positioning of the texts
idea by making the appealed to me
background black thereby I feel that it
and white and have would also appeal to
the artist and texts my target audience.
in colour.
I used this type of convention by using a
fancy text style to appeal to the audience as
they want to see something fresh and urban
as this will indicate that artist is the same; a
modern, young, urban male.

7. As a group we decided to go with a different approach with music
video and challenge some of the code and conventions of a pop.
The actress in our music video challenges some of
the elements of a pop genre but not dressing up in
provocative ways, as you can see she’s dressed up
in a modest way. The idea behind this is that we
wanted her to set an example for teenage girls
(target audience) that you should not dress
proactively to gain attention.
Some element of our music video challenges the pop genre
convention as our artist is not wearing a flashy, bright
costume and accessories as well as colourful lighting. These
type of conventions would appeal to a younger audience as
it looks fashionable and eye-catching. We did try to make
use of this conventions through editing by adding effects
that would appeal to our younger audience.
+

8. As you can see this CD cover is
very colourful with the consistent
use of bright primary colours
that compliments the artist. You
can make an assumption that it
+ targets teenage girls due to the
title of the CD. These are the
basic conventions of a Pop CD
cover.
However, my CD
cover challenges this
convention by not
using as much My
primary colours products
instead I made use of
neutral colours such
as black and white
with some element of
primary colours on The reason for this is; is that I wanted the artist to be the
the clothes. main focus by making the audience pay very little attention
to the background and focus their eyes on the artist and the
texts. This will ultimately grab their attention as the only
colour present are on the artist and texts, as a result they will
have no choice but to look at the artist and read the texts.

9. Here are some music advert from Pop artists, I’m
going to look at the different codes and conventions
in each advert and identify how my advert
challenges some of their conventions.
As you can see the
texts are positioned
differently.
I used minimal effects on
my advert as I wanted to
keep it simple. However,
some of these advert
The picture are of many took advantage of their
different size and how they advert and used effects
are positioned are different to their full potential.
as my advert solely focuses
on the artist face and texts;
showing the consumers the
importance of the
information that they are
presented with.
I showed the importance of my artist by
This advert does not show the audience a picture having him positioned on the centre of the
of the artist as she’s very well known. The advert advert; indicating the importance of the
shows that by just the mention of her name the artist, I also showed this by having the texts
audience will already know who she is as she surround him. Whereas the other advert had
reached the at a point of her career of being positioned the artist at a corner of the advert
successful and an international pop star, and by exaggerating its texts by having
however, my artist has not reached that point bright and bold lettering. Whereas I tried to
yet which is why both a picture of him and the keep mine simple with minimal texts styles.
name is given away on the advert