This document discusses how the music video challenges conventions and forms of traditional music videos. Specifically, it challenges conventions around voyeurism by not sexualizing the artist to appeal to audiences, as other genres may do. It also challenges narrative theories by not fully following the typical five stage structure in the narrative parts of the video. Overall, the music video aims to develop forms by combining narrative and performance elements, while challenging expectations around certain conventions and theories.

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

2. Conventions are what the audience would expect to see in a form of media.
For example a title, images and text for a magazine article.
Form is what style of media product is being used in this case the form is a
music video.
MUSIC VIDEO

3. A music video is a short film that combines audio with visual
imagery, produced for a number of reasons but, primarily for promotional
uses. Modern day music videos are made with the intention of promoting the
sale of the song or artist that is featuring in the music video, using the video
as a marketing device.
Prier to the 1980's music videos were commonly known as an illustrated song
or song video. In the 1980's music videos became much more popular with a
higher demand being shown for them. MTV was created around the medium
to satisfy this demand.
MUSIC VIDEO

4. Music videos can come in many different forms such as;
animation, documentaries, live action filming, and a non-narrative style like
abstract film. Music videos can also use a number of styles at the same time
such as narrative, animation and music to help create a more interesting
outcome.
Many music videos are also known for using imagery that matches up with the
lyrics of the song, one of Andrew Goodwins theories, while others can take a
different approach and have a video that could portray a different meaning to
the song lyrics, some videos also have no concept to them such as a video of a
live performance of the song.
MUSIC VIDEO

5. Conventions are something that the audience are expecting to see due to a
trend being shown in a certain section of media.
A main feature to consider with this is genre and in this case music genre.
Music genre is a term used to describe a certain type of music form or style.
For example if you look at the genre I have chosen to work with 'Indie' you
would expect to see a lot of similarities throughout the artist such as;
clothing, lyrics, attitude and instruments. here is an example of a few different
Indie bands that I have been baring in mind.
CONVENTIONS

7. as you can see all four bands I have shown are all wearing very similar
clothes, typically black or dark items. The similarities between the bands can
be down to a number of reasons some obvious one are; influences, time
period, record label and location. In my music video I tried to take this into
account when choosing a costume for the video. I picked out some dark
clothing including dark trainers, blue jeans, a dark blue jumper and a black
body warmer. I thought that this costume was very suiting because it fitted in
well with the genre of the music and what you would expect and artist in this
genre to be wearing but, at the same time I tried to not pick all black because I
felt that it would look very boring and make the video look more repetitive.
CONVENTIONS

8. traditionally, a music video would be either narrative or performance based as
a whole. However, in my music video I tried to develop this and get a balance
between narrative and performance by having parts of both in featuring in the
video. the narrative part was my point-of-view when riding a bike and taking a
walk with a dog. The performance part of my video was my lip syncing the
lyrics as if I am performing it as the artist.
DEVELOP

9. One thing that you expect to see in the performance side
of a music video is a lot of voyeurism to give the
audience a desire for the artist and help them recognise
them. this is another one of Andrew Goodwins media
theories on voyeurism. I took this into account and
decided that, because of the genre I was working with, I
would dismiss this theory in my video.
CHALLENGE

10. I felt that the genre that I was using would not be expected to use a lot of
voyeurism in the music videos for example if you look at the video for Oasis -
Wonderwall there are a lot of close ups of Liam Gallagher, the frontman for
oasis, which may suggest voyeurism however, I do not feel that this is the case.
He is not portrayed by the camera as being sexual or suductive towards the
audience in a way that would be expected from an artist in a pop video. I did a
very similar thing in my own video by having some close ups of the artist but
not trying to show them in a light that other genres might have.
CHALLENGE

11. http://www.youtube.com/watch?v=6hzrDeceEKc
OASIS - WONDERWALL

12. For the narrative part of my music video one media theory that I
used and challenged was Tzventan Todorov's narrative theory.
This theory contains five stages that are shown throughout the
video these stages are;
Equilibrium, disruption, realisation, repairing and equilibrium
again. at the start of my video the equilibrium part of my
narrative is where I am walking down a road before i find the
bike. Finding the bike is the disruption part of the theory. The
way I challenged this was by not having the other stages of the
theory which the audience may have expected to see. I did this
because I felt that my music video was from the indie genre
meaning independent or unique so I decided that my video can
turn away from traditional features of a music video to show the
NARRATIVE