The document discusses conventions in music videos and how the author's music video product used or challenged conventions. It provides examples of common shots used in music videos like close-ups, long shots, and two shots. It also examines narrative-based and concept-based music videos. While some directors make unusual, diverse videos, the author chose to conform to mainstream conventions to target a large audience. The close-ups of the artist were used to express emotion and connect with the audience, while maintaining a simple, relatable concept.

1. Evaluation
By Anjali Khatri

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

3. LOOKING AT OTHER MUSIC VIDEOS.
Nicki Minaj-
Pound the
alarm.
Recognising
codes and
conventions
for the Hip-
hop genre.

4. For example- ‘we found love’ by Rihanna
STYLE
Narrative based, it tells a story going through a
hopeless place, for example looking at all the drug
and alcohol consumption.
RELATIONSHIP BETWEEN MUSIC AND LYRICS
The music does enhance the song for the reason it
relates to the lyrics and what she's trying to get
through with the words.
TARGET AUDIENCE
The target audience would be young
teenagers, however the video itself contradicts this
as it shows things such as cigarettes, drugs etc.
however if you was to listen to the song without the
video, the lyric content would suggest its targeted to
a younger audience. It is also quite relatable to a
younger audience, as the situation Rihanna is
singing about is about love, in a ‘hopeless’ place, and
without the video that does show things for a
audience that could be started as 18 and over, a
younger audience will still be interested.
MEANING
The artist Rihanna is trying to convey the
relationship between herself and Chris
brown, which was her previous boyfriend.
Showing, e.g., the arguments in the car. Which did
happen in reality and her fans would easily
recognise these events and be interested in the video
even more.
NARRATIVE
As you can see in the image below, showing Rihanna and her male
actor close and about to kiss, there are many scenes within this video
like this, or just showing her reckless behaviour. Towards the end of
the video she does leave her ‘partner, suggesting that she's done with
the reckless and unnecessary behaviour that she was going through.
This all shows stages in her actual life and I in my opinion she's that
she wanted to get a video like this out to show that, yea she has been
through a faze like this however its all done and over with and now
she can move on. This would inspire her targeted audience and keep
them interested to see what happens next. One of the reasons why I
believe that Rihanna is such a popular artist.

5. Bob- both of us ft. Taylor swift.
GENERIC CONVENTIONS
One of my favourite videos is this one, I find it shows a variety of
shots, angles and is quite realistic. This would help me produce
something with a similar quality. It doesn’t include as many special
effects, which I think I would prefer for my music video, just for the
reason that I would find that realism of the video, that connects with
the lyrics, rather then it solely being bright colours and flashing lights.
STYLE
This video doesn’t have a story line, but it has a clear concept. The
lyrics relate to the video to an extent as a lot of the video is just showing
random things, e.g.. The fan on the top right of the page. Showing
things around the two main artists, the environment and the people
they are around. I feel that my video should defiantly have this aspect
even if it doesn’t have to same genre as this video. The genre of this is
pop/rnb , and I love this genre. The normal conventions of those
genres are being challenged here as there aren't many flashy colours or
bright lights, its really stripped back and simple. This makes me
question whether for my music video to challenge its genre
characterises of to conform to them.
These snapshots are showing the different angles that are shown in the
video, and what type of environment its in. this is one element I will be
looking at very closely when deciding what and were I want to do my
video. this video has inspired me a lot to think about all the different
elements that go into a music video.

6. Andrew Goodwin, believes in 7 points of how
music videos are constructed, or a formula in
which they follow. These include:
• Music videos demonstrate genre characteristics
• There is a relationship between lyrics and visuals
• There is a relationship between music and visuals
• The demands of the record label will include the need for lots of
close ups of the artist and the artist may develop motifs with recur
across their work (a visual style)
• There is frequently reference to notion of looking (screens within
screens, telescopes, etc.) and a particularly voyeuristic treatment of
the female body
• There is often inter textual reference
• Whether the video is primarily performance based, narrative based
or concept based and how elements of each are used in it.

7. Chosen genre: Faded- Tyga
General Examples Detailed Examples
Close ups
Company name said in the beginning-
‘Colin Tilley’
Mentions artists names after, ‘Tyga and
Lil Wayne’.
Fast pace editing to go with the
special effects used for their heads.
4. Motifs- close ups of the artist
^facial expressions
5. Conforms to the voyeuristic treatment to the female body
^ showing the females in a very sexual way, the idea of tight fit
clothing.
Swearing and inappropriate
language- genre related
Music and visuals
^in time with what's happening within the video
^ for example the skull moving to the music, going
along with the beat.
The video is quite concept based as it doesn’t really tell a
story- however as the main artist is singing to the
camera, it can also be classed as a performance.
Lots of gold's, expensive products items being
showed.
^matches genre, showing flashy things.
6. – non . Challenges.
^ one of the only things that it
does, other then that this video
conforms very well.
Lyrics – video,
^ pointing to the air when it says ‘air’.
Taking about being faded ‘ a consumption of drugs, to
get ‘high’ – showing oversized heads.

8. CONFORMING

9. Adele, someone like you
General Examples Detailed Examples
Narrative based, with a concept of black
and white.
Shows the guy that she is probably singing about, or the
‘actor’ playing him, only at the end, walking away.
Concept idea.
Challenges the voyeuristic treatment of the female
body- the video doesn’t show any sexual references.
^anyone could watch this video. – suggesting a very
large mass audience.
Lyrics- music, she's singing the song as if
it was a story, coming straight from the
heart.
Music- video, no actions have been done.
Music- video, the video is going in time with the
music, the editing is quite slow as it’s a slow song.
Close ups of the artist face
^ based soul on her voice, black and while to
show the emotion of the song. It also makes
it more serious and realistic.
Whole video is black and while, suggests it’s a emotional or
heartfelt song.
Telling a story, making it look like a real life situations.
^ very relatable.
Video is very simple and
calm.

10. http://prezi.com/mqbknds9jltl/analysis/

11. Most Music videos I have studied use a wide range of camera shots and angles, these would
include the following:
Long shot:
This allows you to
cover large areas or a
subject (for example, a
person) and usually
much of the
surroundings creating a
overall sense of the
atmosphere. It can also
show all the actions
being done within a
scene by using a long
shot.
I used long
shots in my
video to set
the scene
and show a
lot of the
location.

12. Close up:
To show the actors facial
expressions, this directs
attention to the significance
of what the individual is
feeling and to get the deeper
emotion from the main actor.
This also draws attention to
an object which is
significant to the narrative.
I used many close ups of
my artist in the individual
singing parts to express
her emotion and build a
connection with the
audience.

13. Over the shoulder:
This type of shot
that would show
the relationship
between two
people, this was
important for me as
I had more than one
person in my video
plan. The shot
allows you another
point of view, but
not the person that
may be looking at
the other actor in
the scene.
However I did
not use this
shot type for
my video as I
found my artist
needed to be
the main focus
of the video. So
I used many
close ups for
the audience to
be able to relate
to my artist.

14. Eye-level shot: this type of shot puts the
audience at the same level as the artist
or actors in the video. This will allow
the audience to relate to the video and
have a deeper understanding of the
video. I think this is important in
understanding the concept of narrative
as it gives a personal connection and
thoughtful insight to what's happening
in the video.

15. Two shot:
This show will allow me to
show two people together
and that will allow me to
show the relationship
between them. Which
allows the audience to have
a better understanding of the
meaning and story.
Two shots were
used for the home
videos I made, to
express the
relationship between
the main artist and
her friend(s)

16. The diversity of music videos and the implications they may pose to an artists promotion and
audience reaction.. Directors like Michel Gondry and Chris Cunningham are known for there
weird and wacky music videos and ideas and they specialise in this area. Artist may choose a
director like this to see what other audience they could reach to or just want to do something
different they get there ideas from not what they have seen already in music videos, but
something unusual that inspires them, like a dream or jus a thought that comes to mind. From
this one idea they can create something so spectacular but the question is why would artist want
something so diverse. If artist ask for directors as such, expect the directors to have all the input
and the directors have expect the artist to have none whatsoever.
The things you look for in a video as such would be:
• Presentation
• Form
• Structure
• Additional information
This is something I didn’t follow through for my music video; choosing to challenge these
conventions was because my target audience is quite main stream and I wanted to target my
video to a large scale audience, rather then such a niche market, like that these diverse music
video’s are aimed for.

18. Conventions : Front
Covers
- A simplistic colour
scheme
- A simplistic design
- Few or no characters
- Use of a different colour
for the band name
compared to the rest of the
cover
- Hidden meanings
A title that explains to the
audience what the album
will be about
- Bold, simple fonts for the
band name
- Similar or entirely
opposite font for the album
title

19. 2. Conventions : Back
Covers
- Name of band at very top
- Name of album beneath
this
- List of song
titles, usually centred
- Barcode in bottom right
hand corner
- Name of record company
- Copyright and year
- Who owns the
copyrighted material
- Who the album has been
distributed by

20. 3. Conventions:
Insides
- Colour scheme that is
the same as the rest of
album
- Blank, plain
background
- No characters
- Few or no text

21. A Digipak is a packaging which folds out
like a book rather than open like a
conventional case. You can have a 4 faced
or 6 faced Digipak, which normally
involves:
• The face (front) album cover
• the back, listing the songs and a barcode
• Plastic round insert, were you put your
cd.
• The middle then varies depending on
what artist it is. Common conventions
would be, having photos, quotes, lyric
contents, interviews or just a simple
signature.
• People sometimes have a insert within
their albums, which can contain, either
more pictures, or a note, or whatever the
artist feels they need to put to portray
the message they wish too.
• Very often a Digipak is used to tell a
story, either of the past to the future or a
story that is told through one of their
songs.
• Twitter and facebook

24. Codes and Conventions looked at when I was doing my Album
Cover, Digipack, Advertisement:
- The image of the main artist is one convention that is recognised through all
the album covers. However, there are some artist that choose to use edited or
graphic designs as their album cover image, as they feel that they are well
established enough to be recognised without a image of themselves. Or could
just like to challenge the normal conventions.

25. - The Artist name, Title, Album Name are the three things that I have recognised the most for album
covers and advertisements. I feel these are the most important to consider as it tells you who the artist is
and what album is it. These are key elements of the whole product as without these, it will be hard to tell
the difference from album to album apart from the imagery telling you any different. However I have
realised some artist do tend to challenge these conventions.
- I have recognises the colour scheme being used is really important , especially what our trying to portray
through your album cover, as that’s what gives you the first taster of what the music is going to be like.
Another reason as to considering this before hand is, over crowding a album cover with a overload of
colours may lead the audience to be confused as to what is happening within the album and what type of
artist they are.

26. - The back of the cover will have a barcode, with the price closely near by and a list of all the
songs that are on the album. These are conventions I have seen in all the album backs I
have researched.
- I have recognised a lot of albums would have a logo and/ or a motif to represent
them, which is then recognised by their consumers, whether is on a poster, album cover or
a item of clothing.

27. - Album covers and Digipacks usually have an insert which usually involves pictures of the
artist, lyrics, signature or a little comment from the artist.
- Another they some Digipacks include are websites, were they could get more information about
the product or the artist their self. This brings an audience closer to a artist and develops a more
personal connections (to what a audience feels).