The document discusses how the author of a music video both used and challenged conventions from other artists' music videos. Specifically: - The costume followed conventions by using a floaty dress but challenged expectations by focusing attention on the artist. - The location used the same setting as Jessie Ware's video but challenged it by including monologues in addition to performance shots. - Elements were borrowed from Ed Sheeran's "A Team" video like the black and white theme and storyline but the author developed their own concept further. - A scene recreated one from "A Team" but in a different location so as not to be disrupted. - The author challenged gender norms by including

1. Music Video – Used, developed and
challenge conventions of real media
products

2. Costume
Challenged: In my research I found that many
artist such as Ellie Goulding and Jessie Ware
tended to wear trousers and floaty tops within
their music videos. I wanted to go against this
convention as I wanted to focus the attention
on my artist therefore I decided to put her in a
long dress. This dress was floaty just like
typical genre conventions.

3. Location
Used: Within my performance my artist was in the same
location just like Jessie Ware – I don't want to fall in love
video. I used this idea as I felt that it didn’t bring attention
away from my artist. I also liked this concept as the
background in Jessie video was very plain but you didn’t get
bored of watching the video due to the emotion of the
artist and her movement. Therefore I used this element
within my video also.
Challenged: I challenged her video though as I didn’t have
all of my video dedicated to performance. I used
monologues in order to split up my shots. Therefore I also
challenge her video as I didn’t just use one location through
out.

4. My music video shows typical conventions to Ed Sheerans – A team video. The black and white
theme used in Ed Sheerans video shoes negativity of a woman's life therefore I used this edit in
order to create a negative atmosphere also.
I also liked the story line behind his video particularly the drug scene so I developed this concept.
Within his video he used one girls life story throughout however, I wanted to use various different
monologues and in one of them I recreated the scene as seen within the picture above.

5. Again I used a concept within Ed Sheeran’s – A Team Video. I used the
homeless scene as I found it to be very emotive. However, I used a back
garden instead of a park and high street like he did so that I wasn’t
disrupted. Although I feel that if I was to do it again I would have followed
his approach more he’s version looks more realistic,

6. Challenged: I challenge typical conventions of this video, my genre and society with
this scene as I used a male to apply lipstick and nail varnish. I did this in order to
represent a transgender monologue within my video. I thought this was extremely
eye catching as it isn’t stereotypical behaviour of a male so my audience will be
drawn to this element.