The document discusses Andrew Goodwin's theory of music video conventions and how the student's music video for their artist Jamie Lynch both uses and challenges some of these conventions. Specifically, the video incorporates a narrative and performance as is common in music videos. It portrays the soulful hip hop genre through street culture imagery but challenges stereotypes often seen in that genre. Close-ups of the artist are used to make him recognizable while not exploiting the female body as is common. The accompanying CD cover and advert follow standard conventions like featuring the artist.

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

3. 2 There is a relationship between lyrics and visuals, music and visuals.

4. 3 There will be a lot of close ups of the artist on request from record labels.

5. 4 There is usually intertexual reference to TV programs and films.

7. GENRE In terms of genre our song is soulful hip hop so we portrayed a street culture( a young hooded man hanging around on a bridge) We put cut away’s of the artist walking on different streets on route to the studio. We also challenged this genre by not using some of the typical aspects of it like sexism and anti-social behavior. We also didn’t dress our artist in top brand clothes and a lot of bling bling as opposed to mainstream music videos.

8. This is a screen shot of a scene in the narrative where the visuals in the video matched the lyrics in the song. A close up of the artist We used this to establish the artist make him more recognizable by the audience. Close up are also used to bring attention to detail. E.g. in the top right picture the medium close up of the hands is to show the exchange of drugs that is intended.

9. MORE CHALLENGES In this screen shot there is no reference to the notion of looking particularly voyeuristic treatment of the female body. In the above picture you can clearly see from the costumes how the female body is exposed for a male audience we however countered this image with decently dressed young ladies walking down a high street. We however used a beautiful young lady in the music video for the male gaze as defined by Laura Malvy but we were mind full not to make her look very glamorous.

11. 2 I used record label logos and advert sponsors labels on the covers. This is a form of synergy and normally compulsory as asked by sponsors.