Bela's music video uses conventions of the genre in its portrayal of her image through costume, makeup, props, sets, camerawork, performance, lighting, editing, digipak design, and website. Each element was carefully considered to present Bela as classy, powerful, sexy, and glamorous. Costumes and makeup changed in each of the 5 scenes to keep audiences interested. Props like a sceptre added intrigue. Sets showed Bela's multifaceted persona. Framing and editing maintained an uptempo pace. The digipak and website solidified Bela's star image and provided opportunities to learn more. Overall, the video strategically deployed conventions to attract Bela's target audience

1. Evaluation Task 1
In what ways does my media product
use develop or challenge forms and
conventions of real media products?

2. Costume
• By having all five scenes, we wanted Bela to have a different costume in
each scene. This created more interest in within the video for the
audience. As after researching into our target audience, fashion was a
huge focal point within our audience. Also by researching into similar
artist it became apparent that each scene had a separate costume.
Despite having different costumes, they had to be cohesive; we did this
with a colour scheme, of black, red or white; as this linked to each of the
scene.
In the chaise longue scene, Bela wore a suit as the two subservient men
are wearing alternative black suits that are less stylish versions, this shows
that Bela is more important than these boys and is the main focal point.
Relating this to an artist we researched, Iggy Azalea, we saw her wearing a
suit. Suits create power and dominance. By using the colour white which
connotes innocence, where as this ideology is subverted as neither both
of their personalities are portrayed as innocent but rebellious and
powerful.

3. Costume
• We also had to think of the make up for every scene, this involved hair and eyes, we took influence
from different fashion trends, such as the YSL advert, which gave a high end fashion side as well as
seductive part. This was very important as beauty and fashion were both key to the
audience, therefore we decided on the sophisticated eye make up in the balloon scene.

4. Props
• Having a birds eye view of Bela in the
bath tub is a very intimate
shot, inspired from Rihanna in her
bath tub scene, we wanted this scene
to seem natural and inviting to the
audience.
Utilizing the bath scene, it is a
personal setting that our audience can
relate to, we wanted to portray Bela
as being glamorous and with style all
meanwhile sitting in a bathtub she
manages to be attractive and maintain
sex appeal. This is imperative in
attracting our audience.
In one of the scenes, we used a
sceptre, this was based on Lady Gagas
music video, sceptres give a high
status and confidence. Also it adds an
effect to the scene.

5. Props
• While looking for ideas during
our music video, the use of
props was important for each
scenes, to be progressively
introduced to keep the
audience interested with the
music video, by doing this we
have used disconuity editing in
one way to maintain this
interested, watching it to the
end and hopefully again. The
sceptre helps with this interest.

6. Sets and Design
• With symbolic conventions for a
hip-hop genre, and a female artist
it is normal to have various
scenes, different styling, costumes
and sets that are all cohesive.
Creating Bela persona through
this, she is
classy, elegant, powerful, sexy and
glamorous; informing the
audience who Bela is by the way
she is presented throughout the
music video.
Following this convention, it was
effective and keeps the audience
watching as it there was
something new in each set and we
had five different sets to
present, making it more
interesting.

7. Sets and Design
• Following these conventions it helped
the audience in understanding the
star image that we are portraying with
Bela, creating five different sets made
our conventions more effective and
more memorable. As a single hit this
would help her develop more in
selling her overall package, such as
merchandise. Her star image fits into
the genre as it appeals to existing fans
of similar artists we can relate with
Bela.
We looked at various artists, such as
Lady Gaga that also had multiple sets
and helped promote her star image.
By changing the scenes, this showed
us more about her image, such as the
costume changes portrayed interest in
fashion. We did the same with Bela.

8. Camera
• Up-beat pace was very important in making the music
video immersive and interesting; this was so that the it
would be viewed again. We did this by shooting different
camera angles. This was helpful as with the 5 different
scenes we had to do more creative as we couldn’t just
repeat what we were doing in each scene as the
excitement would quickly die done. We therefore showed
different features, that we wanted to emphasize during this
music video, such as close ups, long shots, birds eye view.
Revealing Bela persona in different ways.
Bela had the most camera time, this so that the audience
realized that she was the main artist, aswell as being able
to view her lip-synch, this helps the audience in
memorising the track quicker.

9. Camera
• Looking at Rita Ora, we decided on
using mid close ups, as this shows
only a section of her body, keeps the
male part of the audience more
interested, the body language and
facial expression reveals a slight view
of their costumes and upper body.
This use of dismemberment keeps
the viewer more interested.
The birds eye view shot, is a
completely different perspective and
twist to the music video, we can
notice more the body language and
environment around her such as in
Rihanas music video. This is a very
appealing scene as it invites the
audience to an intimate setting.
Extreme close ups are very
important as we have to portray
beauty throughout the music
video, such as during with Azealia
Banks, showing her face gives a close
view of not only her face but the lip-
sync.

10. Performance
• Performance is key, as it is based on a lip-sync, this is an opportunity to show
talents such as dance skills, which is a convention within the hip-hop genre. We
didn’t mainly depend on props, this was a risk we took judging that Bela is a solo
artist so all the emphasis is on her only. She can be compared to Shakira, where
the dancing during the music video is a key element. Audience are more interested
in the dance factor in viewing the music video again due to the pleasure they
received watching the artist perform.
This is also a stylistic element, as it keeps the viewer interested during the music
video in watching it, also a relatable feature, as dancing is practiced by all gender
and age groups.

11. Lighting
• The lighting in our music video is quiet
dark and bleak throughout, we toned
down the brightness during the
editing stage as we wanted to create a
more sensual effect, and only having
the light concentrated on Bela
showing her as the star. We used
artificial lighting that was available in
the studio throughout all of the
scenes. Having this glow on Bela gives
the illusion of beauty and perfections;
this enhances her star image. We had
strong white neons that we used to
increase focal points of light, this
showed her as being immaculate and
a beauty idol. The lighting is also
soft, as we don’t want her to be
viewed as being tough.

12. Editing
• The main focus was the editing and we had to make
sure the song was synched up as accurately as
possible, this was to make it look clean and
professional. By cutting to the beat to emphasise the
fast upbeat rhythm, and make the video flow with the
song as well. We were able to match it with the body
and emotions of Bela with the track. Each clip was very
short, ranging from a split second to a total of 4
seconds; this was a visually fast paced song, going well
with the sound of the track. I found this to be very
effective when we tried imputing the five scenes, it
made it very creative and interesting reflective on Bela
persona that we were trying to portray.

13. Editing
• By researching Die Antwoord we
received the idea of fast editing
technique, as they have a fast pace
and it’s difficult to see all the small
details and made us all want to watch
the music video again, this resulted in
a more popular music video and made
it more intriguing for first time viewers
due to it’s memorability.
We also decided to use the technique
of discontinuity editing; this was to
give a surreal and visually aesthetic
effect. Jump cuts between scenes help
create a high energy promoting the
flashy lifestyle that Bela character has
along with emphasizing her
movement, dancing and lip-sync.

14. Digipak
• By following the conventions of a black and white digipak this was because it gave
an appealing style and complimented the images we used, as it makes the artist
seem imperfect. We changed the images to black and white and immediately gave
a more glamourous and elegant effective, but with her different costumes her
image was given some edginess. Breaking a convention we added colour, the
natural burgundy within her shoes, this is because it gives her a unique style and
emphasis on fashion.
By having three close ups, we followed this convention to portray to the audience
that she is a solo artist, she is the main focal point and needing to establish her
star image.
Using still images from the music video made it that it became cohesive between
all the products. The reason why we did this is so that the audience can realize
who she is as a artist and understand her star image.
By using the same font from the website as on the digipak, this gave a choessive
effect in the products, making it easier for the audience to recognize who she is as
an artist along with her products. Having the title name big in the middle it will
stand out more on the shelves when being sold.

15. Digipak
• We looked at Rihanas
but also Rita Ora’s
digipak and found out
that this all applies, as
the conventions
remain the same, with
the close ups, black
and white, the sense
of fashion and the
focus of a single artist

16. Website
• In designing and also creating Bela’s website, we had to research
into similar artist pages, to note the conventions used within the
hip-hop genre. Iggy Azalea’s website was appealing, interesting and
also letting her audience discover more about her personal life
along with her professional life. We all agreed on the idea of having
many photos and videos with minimal writing, this was both
pleasing for the audience but also intriguing as they didn’t know
what exactly the photos were about, therefore creating a photo
gallery with videos. Designing merchandise that the fans could buy
is a convention of an artist such as Bela to have on their website.
Having a news link, this helps keeps the fans updated with her
career and also an insight of her personal life; attracting the
audience more.

17. Website
• By having the behind the scenes gallery, the shows the
audience Bela in more of a private life. As it attracts the
audience to viewing rare and private photos of the life
within a star which is usually quiet rare.

18. Sexuality and Attitude
• One our biggest themes throughout
the music video. Portraying her as
being sexy and having an attitude, we
were following the convetions of Iggy
Azealia and how she is portrayed
throughout her music videos. In our
video we asked Bela to have an
attitude and act sexual, this included
her touching herself and also acting
provocatively. With Iggy Azealia we
can notice that she is wanted by men
due to her sexuality and has power
throughout with her attitude and
shouldn’t be underestimated;
however remains glamourous as we
portrayed with Bela with the use of
fashion.
Angel Haze in her clip Echelon

19. Style
• The style was a large factor of the music
video, being a large convention within the rap
genre showing materialism. We have used
close ups and extreme close ups to show her
clothing, dressing her in different fashion such
as a dress then a suit but making this cohesive
in the music video connotes her as being
versatile and ready for anything. Based on our
research, we realized that the audience are
very interested in her fashion, therefore we
made 5 different sets and 5 different costume
changes for the audience to be interested
throughout the music video.
M.I.A. Spin
Bela right and below