This document discusses how the media product uses, develops, and challenges conventions of real music videos. It uses conventions by cutting shots on the beat of the music to match the feel, including a narrative storyline of a man who enjoys making music, and showing musical equipment through mise-en-scene. It develops conventions slightly by varying the timing of cuts between beats instead of a constant pattern. It challenges conventions by not including a musical performance or linking the visuals to the minimal lyrics, unlike many similar music videos, to portray the producer as smaller scale than famous artists.

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

2. USING FORMS
AND
CONVENTIONS

3. ILLUSTRATIVE VIDEOS AND
CUTTING ON BEATS
One way we use forms and conventions in our music video is by
using the genre convention of cutting on the beat of the track.
This is typical of the genre, and you see in most house genre
music videos features editing on the beat continuously, rather
than cutting at random times in the song. This is to fit with the
continuous feel of the music, and also to relate the video with the
sound of the song. This can relate to Andrew Goodwin’s idea of
relating music and visuals in music videos, and this relates to
what we used in ours with cutting on beats. You have to also
look at what Goodwin says about types of music video, with ours
falling into the Illustrative category. This is where shots cut on
the beat throughout, and it another use of forms of music videos.

4. USE OF NARRATIVE
In our music video, another way we used conventions of music
videos is in the form of a narrative running throughout the video.
Our video follows a character hating his day to day job, but loves
making music and eventually after days of boring work, he gets into
the studio to create the track. This convention is seen in a number
of music videos, especially of the house/dance music genre which
we learnt from our research. Through this research, we came up
with the idea to take influence from Avicci’s music video for ‘I Could
Be The One’, which has a similar story line but for the music
creation element. We took influence from many shots in this video
and other as exemplified on the next slide. In relation to Goodwin
again, we looked at his ideas about relationships between lyrics and
visuals, and in doing so decided our piece was to be focused on
being a contradicting video in these terms. Due to our song having
minimal lyrics, we decided to steer clear relating our shots to these,
thus the narrative bears no real relationship with the lyrics of the
track, which in all fairness are hard to understand anyway.

5. AVICCIDVBBS
OURVIDEO

6. MISE EN SCENE
A third convention and form which we have followed for our
music video is the use of Mise en Scene in our shots. We include
a number of shots in our piece of musical equipment, especially
stuff related to the genre. We have shots of studio equipment,
drums, recording equipment and editing software, all things used
when creating a dance song. A typical convention of music
videos is the music element, whether that be in the form of
musical performance or just simply showing the use of
equipment as we did here. It reminds the audience that it is a
music video, and therefore keeps its image and purpose rather
than appearing as a short narrative film with music. It also
allowed us to break away from the narrative, keeping the video
more entertaining and giving it a different side. We also used
Mise en Scene in terms of clothing, with our character wearing
similar coats and clothing to other DJs and Producers.

7. Producer–UsingFLStudio
andsamespeakersasthe
onesinourvideo.
DavidGuetta–
Similarstylecoat
Samespeakersinourvideo
asInthebottomimageof
realproducer.
OurVideo

8. DEVELOPING
FORMS AND
CONVENTIONS

9. DID WE DEVELOP?
I feel that within our production, we didn’t really develop
many forms or conventions. The only slight development I
think we did is in terms of how we cut on the beat, and
instead of following the normal convention of cutting on a
constant beat, like every four beats for example, but instead
cutting on beats in no particular order. For example in our
piece we cut on every two beats for a section, and then
switch to cutting on every four, and this shows how we took
the norm and convention and developed it for the purpose of
our video. The pace needed to speed up and slow down to
show the passing of time in the day sequences, so this really
worked well for us.

10. CHALLENGING
FORMS AND
CONVENTIONS

11. NO MUSICAL PERFORMANCE
AND RELATION WITH LYRICS.
In our music video, we decided to challenge some
conventions of existing media in order to make our
production our own. We decided to not include any musical
performance, for example in most music videos in the genre,
it features some form of stage work, a show or live event of
the DJ/Producer playing his track. We steered away from this
to keep the effect of the producer being small, and not
claiming to be a big world wide artist. He would not be
packing out arenas as he isn't on the same scale as people
such as David Guetta or Martin Garrix. Also, we challenged
the idea of illustrative lyrics and visuals, where we match the
two together. However we decided our piece would be better
without this due to the lack of lyrics, despite a lot of music
videos in this genre that we research did link.