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

2. CONVENTIONS
So what's the purpose of a music video? – Mainly to sell, Sell, SELL! Artists do this in numerous ways through ways such as
promoting the song as well as the artist.
What are the conventions of music videos? – A videotaped performance of a reordered popular song, usually
accompanied by dancing and visuals images interpreting the lyrics
What genre convention did we work in? - hip-hop/dubstep genre. We looked at this genre convention in detail as it was the
genre which our music video was. We found it more interesting to work with due to it being a mix.
• Acts – usually within hip-hop videos you would normally find some sort of act, this is usually used to draw the audience in
• Locations – usually link to the lyrics or have some sort of understanding of what the song will be about
• Camera work – A wide range of shots from close ups to long shots etc.
• Costume – flamboyant, casual or the a cross between the two

3. ANDREW GOODWIN
Andrew Goodwin theory (Dancing in the Distraction Factory) states that music videos do not follow the usual narrative
structure that is usually used in films. The artist or band in some genres can be both narrators and characters within the
video
This allows the music video to break the fourth wall which is seen when the viewer sees the artist singing directly to them as if
they are literally performing it only for the viewer this is used to make the viewer seem as if they are somewhat involved
within the performance.
There are signifiers within certain genres which the viewers will expect to see in a music video an example would be how
women would be dolled up just to draw the viewer in. Music videos are as illustration, amplification and disjuncture.
Within my music video KIM – After Light we have a mix of amplification and disjuncture
• We used disjuncture as the our music didn’t tell our story following the lyrics, it was
more of the artist with the skaters and the dancer having fun and relaxing.
• Also, we used amplification in this as we have an amplification of lights within our
music video through the locations, light up record and the use of sparklers.
Within the video
homecoming West
follows the narrative
of amplification.

4. CAROL VERNALIS
Vernalis' watches music videos to understand the use of camera and editing throughout which she understood that editing
was used more than in films. Both these components add to the effect of the video to emphasise it, mainly through cutting
to beat.
The rule of continuity is used in TV shows which music videos don't really follow, this allows the audience feel as if they are
part of the performance. Jump cuts are probably the most popular within music videos as they're used to keep the
structure and entertaining within the video also due to how short music videos usually are. Also, the camera may be used to
move in time with the music, follow or track etc. to add to another effect such as movement or distortion.
Eye contact – our
artist KIM constantly
had eye contact as
the audience feel
as if they are being
sung to
Base tracks – so we
didn’t have to
continuously carry
on filming footage
for the music video
to get really good
footage in other
locations
Editing – the use of
add strip
bars, filters, fades, blur
s etc.
Camera work – we
used this to track
skaters as well as our
dancer, we also
used the camera to
get a variety of shots
such as angled shots
and close ups

5. STYLISTIC EDITS
Britney Spears uses strip bars within her music videos in a clever and unique way by
widening them as something big seems to happen within the song. We thought this
was a good idea but instead of a specific part we used it throughout the whole
music video to add an extra effect of emphasis throughout. This was also used with
AlunaGeorge’s – Attracting flies, both of these artist’s are from the same/similar
genre as our artist and we wanted to related back to them.

6. OTHER EFFECTS
Other effects which we used were blackouts and a blacked side fade
throughout, except for the part of where the locations are shown. The use of
this is to show off the artist/dancer/skaters in conjunction to the strip bars.
Also, the use of them goes back to the genre as AlunaGeorge uses them in
her music video Attracting Flies to show off her as an artist.