This document discusses how the media product, a music video, uses and develops conventions of real music videos. [1] It describes designing a backdrop to identify the artist, similar to Olly Murs, and using a simple image of the artist to focus on the music rather than image, challenging conventions. [2] It discusses using a narrative between the male artist and a featured female, as in Ed Sheeran's "A Team", and editing techniques like fast motion to emphasize emotions, influenced by "A Team". [3] The goal is to focus on the meaning of the lyrics rather than image like other artists, developing conventions by turning the character to face the audience and form a connection.

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

2. INFLUENCES

3. MUSIC VIDEO
Designated backdrop
We designed on photo shop a backdrop to
put behind our artist in the opening shot
of our video. We have also used a blurring
effect to show our technological skills and
the the technological advancement to
which the world has today. This image
immediately tells the audience who the
artist is with a clear and distinctive
contrast between the black backdrop and
white writing.
This is similar to Olly Murs who we were
inspired by for this shot. He also uses this
plain backdrop which enhances the theme
of his video of being in a prison. We found
this works really well and adds a narrative
to the video therefore we decided to
create a backdrop to set the theme and
reveal our artist immediately.

4. CHALLENGE- SIMPLE IMAGE
By comparing these two images I feel
that our artist is a lot less focused on
image. He has a simple hair style, bold
but plain hoodie with the Abercrombie
and Fitch logo and his hood up. This
reflects how he feels lonely and insecure
in London reflecting the lyrics and
meaning of the song. It also shows he I
an artist who focuses on his music rather
than creating a glamorous image for the
audience to look at.
Justin Bieber is known for attracting a
wide female audience. This is due to his
detailed artist image as we can see in this
image from his music video ‘Boyfriend’.
This type of artist creates his crand
identity through his image rather than
concentrating on the meaning of the
lyrics. Bieber doesn’t tend to sing about
real life issues or situations unlike Ed
Sheeran who is our main influence.

5. USE/ DEVELOP- FOCUS ON MUSIC
Similar to the Artist Adele who has achieved greatly, our artist creates a simple yet
meaningful image. As we can see in the picture of Adele she is showing emotion and
expression when she is singing showing her passion for song writing. We have tried to
create a similar image, however in a different genre, by placing the artist in ront of a red
telephone box- a key characteristic of London which is easily recognisable. This allows
the audience to immediately identify where the artist is. When he sings he also does a
good performance to show the artists passion for what he is singing about in comparison
to artists like Jessie J, Nikki Minaj and Beyonce who is more focused on the image of
themselves combined with what they’re singing.

6. USING CONVENTIONS- FEMALE CHARACTER
We have also decided to focus on a
narrative throughout our video
between the main male artist, and a
featuring female artist. This gives the
audience a bit more interest to focus on
rather than just the artist himself and
leaves a question about the
relationship between these two
characters.
This is similar to A- team by Ed Sheeran
which uses a female and a narrative of
how she feels like the world is moving
fast around her compared to the speed
she is moving at. This is reflected
through the use of editing techniques for
example black and white, which creates
a cold and eerie effect to how she is
feeling.

7. USING CONVENTIONS- EDITING TECHNIQUES
In our music video we use many editing techniques to create a specific effect.
For example we use fast motion editing whilst the main character is still, which
emphasises her emotions of feeling lonely and isolated in such a highly
populated city. This shot has been influenced by Ed Sheeran’s music video, ‘A-
TEAM’, which creates the same effect however this character has been
influenced by drugs. We are trying to create a different image therefore we
have turned our female character round to face the audience to form a personal
relationship with them as they can see the characters facial expressions.