![What did you learn about real music
genre conventions?
The genre of my chosen song, Party on Fifth Ave by Mac Miller is Hip-Hop/ Rap.
Through analysis of real music videos that are of the same genre I picked out a
number of conventions that they use.
MISE-EN-SCENE LIGHTING
(This refers to EDITING - Bright lighting
SHOTS the arrangement of - Jump cuts (Used to create a
- Close Ups MOVEMENT performers and props in a (They are particular
- Extreme close ups - Tilts scene for predominant mood, usually a
(These are used to show - Tracking a production of a media as they allow a fun, happy and
lip-syncing clearly) - Pans text) sudden cheery
- Medium Shots - Cranes - Alcohol change from mood)
(These shots are used to (These are used - Cigarettes/ Smoke one scene to - Dull lighting
emphasise emotions to follow and - Fashionable clothing another which (Usually used when
about the lyrics to make trace the artist [hats, trainers, latest
is song is not as up-
or fashion trends]
them more easily important in beat to create a
band and also - Main artist surrounded by
understandable and Hip-Hop/Rap sad, gloomy
many people
effective for the to put emphasis music videos in atmosphere. It is
- A fun/happy/rebellious
audience) on certain order also used
and cool atmosphere
- Long shots things to highlight sometimes to show
(These are used to relate to
(These are used to such as fashion the target audience and that the drug use, like a
emphasise extravagant or or to show also usually have a extravagant life smoke
very 'street' locations in popularity or relation with the lyrics or is being effect for example
the music videos) locations) the concept of the song) lived) can make a scene](https://image.slidesharecdn.com/evaluationquestion12nd-130421103329-phpapp02/85/Evaluation-Question-1-4-320.jpg)
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Evaluation – Question 1
- 1. Evaluation – Question1 In what ways does your media product use, develop or challenge forms and conventions of real media products?
- 2. What did youlearn about what the conventions were of real music videos? Through my research I learnt that the general conventions of real music videos include Close-up in Lecs Luther’s Dia Dhuit video to show lip-syncing clearly things such as lip-syncing, many close-ups to show lip This shot shows the focus on syncing clearly, actions that fashion in the Dia Dhuit video match the lyrics, focus on main artist or band through different camera shots, a focus on Close-up in my music video to fashion and clothes, things that show lip-syncing clearly relate to target audience such as mise-en-scene, use of props, cutting and editing to the beat Skateboard in Conor Maynards Vegas Girl video (relates to young target audience) of the song and a climatic ending. Skateboard in my music video (mise-en- scene link to target audience.)
- 3. What music videoconventions you have included/ not included and why? In my music video I decided to stick to the majority of general music video conventions in order to make my video look more professional and real. Focus on main artist in my music video I used lip-syncing to communicate the song to the audience more. I focused mainly on the artist through a number of close-up shots and also actions such as having him at the front of the crowds. I had a focus on fashion to relate to my target audience. One of the many focus’ on I used certain props to relate to my young fashion in my music video and stereotypically rebellious target audience such as alcohol and cigarettes. I cut and edited my video to the beat of the song to give it a more professional look and effect. Lastly, I had a climatic and colourful ending where everyone arrived at the party. Use of cigarette prop in my music video Climatic colourful ending in my music video
- 4. What did youlearn about real music genre conventions? The genre of my chosen song, Party on Fifth Ave by Mac Miller is Hip-Hop/ Rap. Through analysis of real music videos that are of the same genre I picked out a number of conventions that they use. MISE-EN-SCENE LIGHTING (This refers to EDITING - Bright lighting SHOTS the arrangement of - Jump cuts (Used to create a - Close Ups MOVEMENT performers and props in a (They are particular - Extreme close ups - Tilts scene for predominant mood, usually a (These are used to show - Tracking a production of a media as they allow a fun, happy and lip-syncing clearly) - Pans text) sudden cheery - Medium Shots - Cranes - Alcohol change from mood) (These shots are used to (These are used - Cigarettes/ Smoke one scene to - Dull lighting emphasise emotions to follow and - Fashionable clothing another which (Usually used when about the lyrics to make trace the artist [hats, trainers, latest is song is not as up- or fashion trends] them more easily important in beat to create a band and also - Main artist surrounded by understandable and Hip-Hop/Rap sad, gloomy many people effective for the to put emphasis music videos in atmosphere. It is - A fun/happy/rebellious audience) on certain order also used and cool atmosphere - Long shots things to highlight sometimes to show (These are used to relate to (These are used to such as fashion the target audience and that the drug use, like a emphasise extravagant or or to show also usually have a extravagant life smoke very 'street' locations in popularity or relation with the lyrics or is being effect for example the music videos) locations) the concept of the song) lived) can make a scene
- 5. What real musicgenre conventions have you included/ not included and why? In terms of Andrew Goodwin’s suggested real music genre conventions I included all of them in my music video: • Conventions that depend on the genre of the music such as the focus of urban fashion which is linked with hip-hop/rap music as well as illuminati references which are also linked with the genre. • Star persona through a number of close-up shots of my main artist and also a focus on him throughout the video and digipak to sell to the audience. • Voyeuristic images at the introduction of the video where the viewers are taken into my main artists room whilst he’s getting reading. It attracts the audience for two main reasons. First of all because a persons room is usually quite private and the majority of people are extremely interested in things they should not be seeing. Second of all it may make the audience and the viewers feel closer to the artist because they have been let into this private part of the artists life. • Intertextual references to other media to link with the target audience such as the use of the Iphone receiving a text at the start of the video. This is likely to be something many young people can relate to as most teenagers have phones. • A link between lyrics and visuals through lip-syncing and also through different visuals, for example when the lyrics spoke about anything to do with clothes I had pan shot or a tracking shot of someone's clothes and when they spoke about drugs or alcohol I showed the cigarette and alcohol bottle props. This helps to communicate the lyrics to the audience better. • A link between visuals and the music/ pace. I did this by cutting exactly to the beat in many sections so when there’s a new beat the visual changes. This added rhythm and made the video look a lot more professional.
- 6. What did youlearn about real Digipak conventions? - I learnt that a digipak is a CD Case which is normally made of card and has several folding panes (squares) along with either one or two plastic holders for the disc/s inside. - Digipaks for music are usually for an artists album or single and usually have six folding panes which always include a front cover of the artist or the artists name or logo etc and a back cover with the track list. The other panes can include things from posters or pictures to the lyrics of some of the songs on the album or single. - The digipak is part of the campaign used to promote the artist and therefore must link to the artist, their songs and any of their other products to create synergy and also to link to the target audience. - The general conventions of a digipak are: Radiohead • Name of artist and album digipak front • Track listing + back cover • Extras (behind the scene etc) • Colour scheme • 3 – 4 colours max Radiohead • No more than 2 fonts digipak insert pages • Record label branding • Acknowledgements • Bar code • Pictures of artist/ relevant visual imagery / link Radiohead digipak • Element of graphic design insert pages • ‘Parental Advisory’ label if necessary
- 7. What digipak conventionshave you included/ not included and why? I used most of the general conventions to make my digipak look as professional and realistic as possible such as the name of the artist on the front and the name of the album, a ‘parental advisory’ label due to explicit lyrics in the song, track listing at the back of the digipak, record label branding, a barcode ,a colour scheme throughout the digipak (pink, white, black), element of graphic design with the use of clouds and Childs eyes made black and I have also used relevant visual imagery (pictures of the artist, screenshots from the video/ actors from the video). I have not included things such as ‘behind the scenes’ and ‘extras’ because during my research I found that this was not common in digipaks of the hip-hop/rap genre which is what mine is. My digipak
- 8. What did youlearn about real Advert conventions? • Main Image • Release Date The Kooks • Artist Name/ Album Title advert + • Review Quotes/ Ratings album cover • Synergy between advert and other media products e.g. Album and Music Video. • No more than 2 fonts • Colour Scheme • Artist website/ Twitter/ Facebook etc • Features of popular song(s) from album • Images from digipak Ellie Goulding advert + album cover Kasabian advert + album cover Lana Del Rey advert + album cover
- 9. What advert conventionshave you included/ not included and why? I have included most of the normal advert conventions to make it look really professional such as a main image, a colour scheme, the name of the artist/album, ratings from magazines, website links My advert (Twitter, Facebook, Youtube), a popular song which and my is featured on the album and the release date of digipak the album. In order to link and create synergy front/back between my ancillary products I have used the cover same font and a similar colour scheme. I have also used the same child that is on the front of the album cover for my advert, I feel that by doing this I did not have to put a picture of the actual album cover on the advertisement because it is already easily recognisable therefore that is one convention that I did not include. Another convention I did not fully conform to is that of having just one image, instead I have used two to challenge the conventions and be different which is similar to what the target audience of the music genre are like. They don’t conform to the norms of society
- 10. How your useof conventions might attract or appeal to an audience? • My use of generic conventions will attract an audience because what the products are will be easily communicated to them through the use of these conventions. • My more specific conventions that relate to the hip-hop/rap genre such as the use of the child and the anti-christ/ illuminati references will appeal to my target audience more because they are likely to have liked an album of the same genre that used similar to conventions to mine which will get them interested in it.