The document outlines conventions for music videos and analyzes a sample pop music video created by students. It discusses how the video illustrates conventions such as changing settings, outfits, and camera angles to develop the storyline and amplify the song's lyrics. Feedback noted some scenes that could be improved, like one that confused the relationship between characters. Overall the analysis shows how the student video attempts to apply common music video techniques but still has room for enhancement.

1. Evaluation Question 1
Sophie Darr

2. Andrew Goodwin’s Music Video Conventions.
• 1. The relationship between lyrics and visuals (illustrating,
amplifying or contradicting the lyrics).
• 2. Relationship between music and video (visuals either
illustrating, amplifying or contradicting).
• 3. Particular music genres may have their own music video style and
iconography (such as live performance in heavy rock).
• 4. The artist may develop their own star iconography in and out of
their videos, which overtime becomes part of their star image.
• 5. Likely to be reference to voyeurism (the act of sexualised
looking). This may explain the treatment of women within the
media.
• 6. Intertextual references, either to other music videos or films and
TV texts.

3. 1.
Setting- outdoors,
first of a few settings
as pop music videos
often switch
between settings.
Long shot
to establish
setting and
star
persona.
Genre of Pophaving the artist
sing/dance to
the song.
Star iconography- casual
clothes- jumper and jeans.
Similar to how other pop
artists dress e.g. Olly Murs.

4. 2.
In this clip he is
dancing to show
his happy
attitude as this
is typical of
artists like Olly
Murs and Bruno
Mars etc.
The scenery is
simple so that the
audience
concentrates on
the star persona.
This is a long/wide shot to show
the full outfit that the star
persona is wearing, it also shows
the setting.

5. 3.
We changed
the angle of
the camera
in this scene
and had our
star persona
in a
different
position to
change the
look.
In this clip we
introduce the
ex-girlfriend
and see her
walk past
behind him.
This part of the
storyline
amplifies the
lyrics.
He is singing
along and
performing the
song.
The lyrics are amplified;
‘your turn to cry your
heart out’ is aimed at
the ex-girlfriend.

6. 4.
We changed the setting to develop the
storyline.
The girl’s
outfits are
‘preppy’ and
‘casual’ to fit
the Pop
genre.
The mid-shot
establishes the
setting.
The linking of their
arms shows that they
are together.
In this clip we further
follow the lyrics
alongside our
storyline and see the
new girlfriend with
the star persona and
the jealous ex
girlfriend come and
shout at them. This
amplifies the lyric ‘it’s
your turn to cry your
heart out’ as he has
moved on. The
audience infer that
she treated him
badly.

7. 5.
We
changed
the setting
to indoors
so that the
video
doesn’t
get boring.
His emotions illustrate
the lyrics by showing
how he is feeling.
We used a mid/head shot
here so that the audience
can see emotion in the star
personas face. They can also
tell what he is singing.
We changed
the outfit of
our star
persona as
this is a
convention
of Pop artists
in their
videos.
He lip syncs to a whole section of the
song as this was some feedback we
received- that he needs to sing more
of the song.

8. From our
rough cut
feedback we
were told that
we needed to
have more of
the star
persona alone
singing the
song.
We used a mid-shot so
that our video had a range
of shots and so that the
audience could still see
what he is singing.
6.
He is wearing a new
outfit- a simple black
jumper with a
necklace. If we were
to do more music
videos this style
would become his
star iconography.
We used a plain red background so that
the audience focuses on him.

9. 7.
She is
wearing a
new outfit,
it suits the
pop genre
as it is
colourful
and
preppy.
We used a different type of camera position and
had them walk centrally towards the camera.
This is a new
setting. We had
the new couple
go on a
romantic walk.
This illustrates
the lyrics as it
shows he has
moved on.
We used a long
shot to establish
setting.

10. Her outfit has
changed to a Parka
coat and jeans so
that she is dressed
casually. In other
pop videos such as
Bruno Mars the girls
are often dressed
simply in jeans and
a t-shirt.
8.
This scene is
illustrating the
lyrics of the song.
In this scene the
ex-girlfriend is
following them
down the trail,
again linking to
the song.
We used a long shot so that the audience can
see that she is chasing after them. It also
establishes that she is in the same place.

11. This is a mid to
long shot which
establishes the
setting and
shows what the
star persona is
wearing. It is
also close
enough to
understand the
lip syncing.
A range of
different
settings is
typical for a
pop video.
9.
Here he is amplifying the
lyrics as he is singing
them to the camera. We
also tried to portray his
emotions in his singing.
We used this shot of Harlie sat singing on his own as from our rough
cut feedback we learnt that we needed to use more shots of Harlie
singing alone. We didn’t want to just use the indoor footage and so we
had him singing in the woods as well so that we had a range of
different shots.

12. 10.
In this
scene we
were trying
to link the
lyrics to the
visuals
however it
didn’t work
so well.
This is a mid
shot as we
wanted to
focus on what
was happening
in the scene
and not
particularly the
setting.
From feedback we learnt that this scene confused our audience. They didn’t
understand the body language between the two characters as they were meant to
be ex-girlfriend and boyfriend but are holding hands. He was meant to be singing
the lyrics ‘it’s your turn to cry your heart out’ to show he was over her but instead
it makes it look like he has two girlfriends. This is something we would change if
we were to re-do the video.

13. 11.
Our digipak
has lots of
images of the
artist as that is
a convention
of Pop; the
audience will
expect images
of the artist.
We used light coloured writing to
keep a ‘pastel’ theme which suits
the pop genre and will attract the
target audience of young females.
We decided to use
the front of his head
as the cover and the
back of his head as
the back cover.
We used the
same red filter
on the digipak
as we did on
the poster to
create
continuity
between our
products.

14. We used the
same red
filter as the
digipak for
continuity.
We used a full
body shot of the
star persona as it
will attract the
target audience;
they may want to
keep the poster
as merchandise.
12.
We added links to
websites and the logo
of his record company
as these are
conventions of a
promotional album
poster.
We used pastel
colours for the
writing as this
seemed
appropriate for
the target
audience.