The document discusses theories of music video conventions by Vernallis, Mulvey, and Goodwin and how they were applied in a student's music video project. Specifically, it summarizes how the student's video followed Vernallis' theory of using jump cuts and effects to engage viewers. It also drew on Goodwin's idea of connecting with viewers by looking into the camera. The student aimed to create a typical music video that amplified the song's theme of lights without significantly challenging conventions. The video was influenced by Ellie Goulding music videos and included a dancer and skaters. The ancillary materials like the digipak and poster also drew from conventions but challenged some, like not looking at the camera, to add

1. EVALUATION Q1.
In what ways does your media product use, develop or
challenge forms and conventions of real life media?

2. MUSIC VIDEO

3. What main ideas did you follow in your own video from
Vernallis, Mulvey or Goodwin?
Lets remind ourselves first off what were their theories?
Carol Vernallis’ theory - Within a music video continuity of shots are broken down into sequence to reel in the viewers, effects and transitions are
also used. A main component within a music video is Jump cuts this also helps attract viewers when it cuts in time to the beat; it creates the feel of
the track being catchy.
Laura Mulveys’ theory - Known as the ‘Male Gaze’, when one is viewing a music video the women are shown to be objectified. Women are mainly
used for male enjoyment within music videos; this is mostly within the genre of grime/rap/R&B/pop etc. When lyrics are based on a woman, the
music video shows focus mainly on her assets. Sometimes edited to show just her figure/assets on screen, girls in music videos are dressed
accordingly; always in costume of something revealing or provocative for the male viewers enjoyment.
Andrew Goodwins’ theory - Andrew Goodwin believes that traditional narrative music videos do not apply to pop music videos; this is because
pop music is very repetitive and often repeats videos as the chorus or lines are repeated. However, some music videos provide pleasure to the
audience that encourages repeated viewing; promoting the music/song. The music video also contains the artist which will often look into the
camera which reaches out to the viewers, which create fans.
From these theories and ideas from our music video we followed Carol Vernallis’ best as we used a variation of effects and jump cuts editing to the
beat very clearly. We used her theory most as it would only be right to reel in audience especially for a new comer to the music industry. However
we also used Goodwins theory of looking into the camera having a connection and breaking the 4th wall with viewers, which we attempt to create
fans this way.
We’ve used these two ideas from Vernallis and Goodwins theories and shows we are using normal forms and conventions of real media, we
haven't developed our music video much within conventions and forms as we have kept it an Amplification music video. Amplifying the theme of
lights as in the title and whole idea of the song, we aren't challenging real media conventions within our music video and feel it is safe as a new
artist to not break the forms and conventions of a music video just yet.

4. What music videos were you influenced by and
why?
My main influence was Ellie Gouldings’ songs ‘Burn’ and ‘Lights’, I was influenced by her music videos
through camera angles, editing, and also props of lights.
From the song ‘Lights’, I was very much influenced with the use of props; being lighting, also the camera
angles and effects used. Effects at the beginning being out of focus lights which is really effective and I
was very eager to make this effect apart of our music video. Also the use of the light she sways about is
very effective as we could use this style of playing with the theme of light within our music video. The
camera angles of her face looking into the camera are engaging with the audience which we also wanted
to capture as it related well to Goodwins theory. There is also good camerawork of panning which is very
effective. The use of different coloured lighting is also effective very playful and intriguing to look at,
makes an interesting music video; especially as my groups music video based on lighting too.

5. The song ‘Burn’ also played a part of the influence behind our music video as the wide range of shots but
also the interesting use of the lighting at the end. Wide range of close ups and mid shots just like the song
of ‘Lights’, a variety of shots and effective editing to the beat. The shots of looking into the camera is also
what we were inspired by. Singing into the camera trying to engage audience is what was the most
appealing to this music video.
We chose to follow the use of conventions and forms within music videos like these examples we were influenced by.
We developed it in our own way adding in a dancer and skate boarders to enhance the movement within the video
which is what you will see in a real music video to enhance movement and upbeat feel to atmosphere.

6. Did you challenge the conventions of the genre of
video?it is quite typical in a real media product.
We didn’t really challenge the conventions of the genre as
Having genres of Dubstep and Electronic Pop, they both are urban and trendy to the modern day we
live in. It is very popular with our target audience of teens to young adults, as this is our audience we
want something they can relate to; something appealing to youngsters all around the world. The streets
and urban life appeal more to them, as youngsters are more relatable to the surroundings of graffiti,
night life and just having fun. Especially with the genre of the song it works really well. We didn’t
challenge the conventions over all as we wanted to have a fluent flow, the visual style follows
conventions, the editing to the beat, the camera work, it is all very typical in a real music video which is
what we aimed for. As the genre is mainly based on the beat it would only make sense to edit to the
beat having jump cuts and lots of it! Our advantage of this was having skaters and dancer to edit to
beat also which is really effective.

7. Overall conventions in the Music video
The overall conventions within the music video were followed really well and
came out to successful from the initial idea of Vernallis and Goodwins theory.
The camera work we had carried out was really effective when came to
editing and followed forms of conventions of a real music video really well.
Adding a dancer and skateboarder enhanced the atmosphere of urban and
the genre which follows conventions. Our motif and theme being light was
really successful as we captured a lot of lighting and added sparklers and
related it well to our influence of Ellie Goulding also follow conventions. The
music video as a whole doesn't challenge forms and conventions of real media
products as it follows to be the same as one.

8. ANCILLARY

9. Main ideas you’ve followed?
Creating the music video I knew what sort of Ancillary I could come up with. My ideas
were based on graffiti as that plays a big part of visual style in our music video so why
not carry this on. I created a mock up but also looked at other ancillary: digipaks and
advertisements. See real artist ancillary but also previous student work and try work
around following those conventions.

10. Which Ancillary were you influenced
by?
I was mainly influenced by Jessie J as her digipak is very
simplistic yet effective. Her ancillary uses a really stand out font
for artist name, and a simple second font. The image is really
making a statement for viewers to identify this is who she is with
the hair and makeup and nails which is also enhanced with
genre. I followed this through my digipak and poster keeping it
simple following conventions of a digipak. However, I slightly
challenged the convention of not looking into the camera
breaking the wall to viewers as I felt it add mystery and looking
up at the name of artist maybe intrigue viewers to want to know
more about KYM. Apart from looking away from camera in
both digipak and poster I was consistent like real media product
in using same image and adding the cover of the CD onto the
advert. I also challenged the convention of real media by adding
the back cover to the advert. I did this to show the track listing of
song which may intrigue viewers and public to want to listen to
them. Really selling the artist as a newcomer.

11. Overall conventions within Ancillary
Overall my Ancillary has challenged the conventions of real media
products a bit through the main image of the artist not looking into the
camera and also adding the back of the cd cover onto the poster. I have
followed the rest of the conventions of a real media advert and digipak by
keeping minimum of two fonts, legal rights, barcode, record label, track
list and spine and cd no. I also followed rest of conventions within the
advert by adding same font as digipak and image showing consistency
and also adding cd cover and I also added reviews as my original plan
was to do so. Overall challenged convention of real media products a little
but not so much, still successful just as the music video. I incorporated
the same costume unfortunately not the motif of sparkler and light due to
time constraint in making it.