The document discusses how a music video project for an electronic track used, developed, and challenged conventions of real media products. It addresses theories from Carol Vernallis and Andrew Goodwin. For Vernallis' theory, the video broke continuity editing rules through cuts, used obvious editing like mirroring and slow motion to draw attention, and had the artist make direct eye contact with the camera. For Goodwin's theory, the video had a narrative structure with the artist as narrator and performer, used repeated shots, had a climax through an argument scene buildup, and illustrated the song's story in a way that was relevant to the lyrics.

1. I N W H A T W A Y S D O E S Y O U R M E D I A
P R O D U C T S U S E , D E V E L O P O R C H A L L E N G E
F O R M S A N D C O N V E N T I O N S O F R E A L M E D I A
P R O D U C T S ?
Evaluation Question

2. Carol Vernallis Theory
When doing research about music videos we came across Carol Vernallis’
theory. Her main points were:
 Breaks the rule of continuity editing
 Obvious editing to draw attention (slow motion, special effects etc.)
 The artist makes direct eye contact to the camera
When it comes to my music video I feel that we use, develop and in some
cases challenge the forms and conventions of real media products for
each of her main points.

3. Breaking the rule of continuity editing
Throughout the video we break the rule of continuity editing to cut to
different scenes from the graffiti base track to the estate to the white wall.
This is done repeatedly. We also developed but challenge this convention
this by having the cut to the argument scenes to break the track so that
the audience had a sense of what was going on in the video. Having a cut
scene like ours isn’t common for a music video for an electronic video, so
having it in the video draws the message that the song is portraying. An
example of this is Jay Z ft. Kayne West Paris (explicit content), where
it cuts from the rapping to the scene of Will Ferrell.

4. Obvious editing to draw attention
 Obvious editing was also used throughout our music video to draw
attention, we used special effects such as mirroring and kaleidoscope so
that it was more visually appealing. Effects like this is common in the
electronic genre and we decided to play of that and use footage that
would make it look more vibrant. During research I found music videos
that had this similar effects to them to achieve the purpose of making it
more appealing. An example of this is Little Boots- Remedy where both
effects are used.

5. Direct eye contact
When doing research I noticed that the artist constantly look directly to
the camera so that the audience feels like they’re being sung to. Vernallis
also picks up on this point and we decided to follow that convention in the
music video. In the video Shenaya is constantly looking at the camera and
makes it seem like the audience is the person that she is sing about.

6. Andrew Goodwin’s Theory
When doing research about music videos we all we also came across Andrew
Goodwin’s theory.
His main points were:
 Narrative Structure (artist is both the narrator and performer)
 Repeated shots used
 Visualisation (some sort of closure/climax to it)
 Illustration (tells the story as the song is going)
 Amplification (bringing new meanings to the video)
 Disjuncture (the song has no relevance to the lyrics)

7. Narrative Structure
 In the music video, Shenaya is both the narrator and the performer in
the video. In some electronic/dance videos, the artist isn’t usually in
the video but in some cause they are. We wanted to play on the
conventions of music videos and develop a storyline where the audience
could clearly see what was going but make sure that it was a situation
that they could relate to.

8. Repeated Shots
 Throughout the video we used a lot of repeated shots as we filmed
several base tracks in different locations so that even though its cutting
and changing, we always go back to the same shots. When we came to
the part before the chorus we use the same shots every time she said
back at 1:12 and also at 2:48 to keep the repetitiveness of the shots.

9. Visualisation
In our video, we use the convention of visualisation for the argument
scene, we done this by splitting up the scenes into three at the beginning
(to set the mood between me and Shenaya) in the middle [2:00] (where
we find out Shenaya is being used) and nearer to the end (where she kicks
him out of her house). We developed this by using the white noise to the
middle part of the arguing scene. As the song goes on so does the tension
and it comes to an climax towards the end with her kicking me out of the
house. Rudimental ft. Ella Eyre Waiting all night has a similar build up of
and climax/closure where we see the accident at the beginning, friends
and family reaction to it in the middle and his road to recovery towards
the latter stages of the video.

10. Introduction
Reaction to the crash
Road to recovery
(closure/ending)

11. Amplification and Disjuncture
In the video we challenge the conventions of amplification and
disjuncture as we didn’t bring no new meaning to the video and the
content within the video was relevant to the video. The song is about a girl
and a guy having an argument and decided to go along with the to show
how people deal with arguments in a relationship.