The document discusses the conventions used in a music video created for the song "Girl" by Jamie XX. It notes that the genre of the song is ambiguous, so the conventions for the music video would also be ambiguous. It describes researching similar artists like Jamie XX and James Blake to determine that the target audience would be 16-21 year olds who are heavily involved in social media platforms like Tumblr. The music video created uses a montage style to narrate a love story, as the song references love and relationships, which would appeal to the target audience. Although the genre is random, research was done into electronic music of the 1980s when the song was originally produced, and the music video incorporates the use of colors

1. In what ways does your media product use, develop or challenge
forms and conventions of real media products?
Music videos generally conform this idea that they abide by particular
conventions for audience purposes – for example those who listen to Blink 182
would most likely listen to Sum 41, and you would find that their style and music
videos follow the same conventions – High school, partying and skating.
However the music choice Girl originally by Jamie XX of which we chose, is a
very authentic song alike other songs produced by Jamie XX as he integrates
funk, electric and garage music into one. This meant the genre was ambiguous;
therefore the conventions were ambiguous also.
The Uses & Gratifications Model
Bulmer and Katz (1974)
• The audience is active
• The audience uses the text and is not used by it
• The audience uses the text for its own gratification
or pleasure
• The audience is free to reject, use or play with
media meanings.

2. We researched into other Jamie XX songs, and similar music artists such as James Blake,
concluding that this kind of music generally fitted an ‘arty’ style and depicted the artists
culture. We decided that SPCTRM’s audience would be 16-21, as his music could be heard in
clubs, gigs and festivals, which would appeal to this age range. They would be heavily
associated in social media such as Tumblr, which is the style we decided to execute in our
music video.

3. Girl has no lyrics except from ‘I want your love’ and ‘Give me your love’.
Using this as a guideline, we decided a montage would be appropriate to
this style of music and would narrate a some-what love story. The idea
of a relationship in our music video was completely relevant to our
target audience, as we wanted to show exactly what the audience seek
such as relationships that they see on Tumblr.

4. Although the genre conventions of our media product was fairly random, we still
researched into genres such as electronic which Girl could fit into. During our research,
we found out that Girl was originally produced in the 80s by another artist, therefore we
began researching music in the 80s and found electronic music was popular because of
the increase of technology. I came across Go West – We Close Our Eyes (1985) which
used these random elements and use of colours which is linked to this era. We decided
our theme/style would be colour, concluding in our artist’s name SPCTRM, and our music
video would include colours and lights.