The document discusses music video conventions and theories. It explains how the group's music video used repetition of base tracks and a bright color scheme throughout, following Goodwin's theory that music videos should have a narrative storyline. Vernallis' theory that music video editing should be broken up to draw attention is demonstrated through the example of the Rizzle Kicks "Lost Generation" video. The document concludes by explaining how the group's video targeted a teenage audience with its bright colors, outfits and settings shown in sample shots, drawing on theories from Goodwin and Vernallis.

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

2. Goodwin and his theory
Music videos, mainly pop videos, rely quite a lot on repetition. This is something
that we as a group stuck with during the production of our music video. We used
base tracks, we kept a bright color scheme going throughout the whole video and
we followed a narrative storyline which is something that Goodwin believes every
music video should have.
In order to make the audience want to watch the whole music video, a storyline is
one of the key things that help with this, even if it is only a loose storyline, as long
as the audience have something to follow then that’s what’s important.
Our music video definitely has a strong storyline that is very easy to understand
and pick up from the start because of the different range of shots we have used
and the way they are angled.
(example of his theory on the next page)

3. Blue Jeans Storyline
The focus of the song
The setting in the video
The person singing about the focus
This shot joins the two people together so you understand that she is singing about the
man

4. Vernallis and her theory

Vernallis believes that in order to keep a music video interesting the videos
‘continuity’ editing must be ‘broken up’ to help draw the audiences attention
to what’s going on, on the screen.

A video that proves her theory is ‘lost generation’ by Rizzle Kicks. This video
inspired us as a group because of how current it is and up to date with the
style of most teenagers today (which will make the video more appealing to
a teenage audience). The songs lyrics are also closely related to teenagers
and how they can sometimes be consumed by technology.

Rizzle Kicks – Lost Generation (example on the next slide)

Jump cuts are often used because they help keep up with the pace of the
music as well which makes it easier for the audience to watch and enjoy it.

Another example of is Go by Deilah:

5. Rizzle Kicks Video
These shots demonstrate a
modern day teenager.
The use of lots of technology
(being on the phone constantly
etc) is something teenagers can
relate to and the shot of a modern
reality show also helps link the
video to a teenage audience.

6. So what influenced the
music video…
We wanted to stick to a bright color theme with current
outfits and trends that teenagers now a days would like to
follow and copy.
I looked at videos that used these types of ideas such as
Eliza Doolittles ‘Big when I was little’ music video:
(screen shots on next slide)

8. Here are some shots of my music video. Each shot shows a different scene and helps
show how the storyline develops (following Goodwin and his theory). The clothing and
settings in each shot also demonstrate the target audience we were focusing on
(teenagers) due to the bright colors and uses of jewelry (following Vernallis and her
theory).