1. Q1) In what ways does your
media product use, develop or
challenge forms and
conventions of real media
products?

2. My advanced portfolio was to create a music video of my choice from a
particular genre of music . This required my to carry out in depth analytical
research into music videos which broadened my perspective on my view of
music videos.
This in depth research and theory understanding set me up for the planning stage
of my music video and ancillary products which included creating a digipak and
magazine advert.
This made me aware of the differences between music videos and what genre
they came from. Even though music videos are different according to genre,
some aspects stay the same.
A music video is a visual repetition of a song, usually accompanied by dancing
and visual images interpreting the lyrics. The primary purpose of a music video is
to entertain the audience in a way in which the artist chooses, usually chosen
depending on the target audience and genre.
Research
Planning
Production
Evaluation

3. Developing and Following conventions of real media products is sustained throughout my music
video. This has been demonstrated through various ways.
Themes:

Every music video has specific themes that is usually dependant on the genre. My music
video consists of the love and relationship themes. We decided on this because it was
conventional of the R&B genre. The theme would be easy to portray as the theme are
understood the R&B audience.
Characters representation:

The representation of my characters strongly follows conventions and is reflective of the R&B
genre. We picked characters who would be able to portray love and relationships and
could easily relate to the acting which ultimately would enhance the quality of acting.
Artist representation:

The artist needs to be able to present the lyrics of the song and be reflective to the genre
and audience. This is evident in my music video as both artists are shown as being young
and cool.
Location:

The location depends on the themes of the music video. My music video includes a scene in
bed with the two characters, this is suited with the lyrics and specific part of the music video.
Theory:

I followed Goodwin's theory of music video’s as I choose to follow the narrative and
performance based structure. Our editing also reflected the pace of the song and star
image motifs were apparent.
Editing:

The editing should and does match the pace of the song, which is again something
highlighted by Goodwin.

4. Usher was a suitable example of an artist that is similar to my own music video
idea as he is conventional of the RnB genre.
Cinematography: Close ups are frequently used to portray the emotion of the
artist and their attitude and lifestyle. We decided to represent our artist in a
similar to Usher.
My artist:
Close up to portray emotion, in this instance upset and heartbroken
Close up used for a different purpose, to show joy and happiness
.
Mes: High-key lighting used when the artist is dancing which also outlines the
artists image and stance. Low-key lighting is used when he is mainly alone and
singing with just his face that is visible. Iconography relevant to the theme and
R&B genre is also evident like jewellery.
Artist image: Costume is an important feature of Ushers image, therefore there is
emphasis on how he looks as he has a smart/casual image. Performance is really
important too so there are dance routines that Usher follows.
Editing: Slow paced editing when the beat is slow to put emphasis on the
narrative in order to determine that the audience is aware of what is happening.

5. identifying conventions
Relevance and importance of cinematography is essential as it can have a
great impact on the overall success of the music video. Differing shots, sizes
and angles should all be used to convey a broad amount of
cinematography. Different scenes within the music video would need
different cinematography techniques in order to get the message through
in the best way possible. Cinematography enables the audience to be
engaged and satisfied with the music video which would ultimately
contribute to the overall success of the music video product.
In relation to the theme of my song, love and relationships, close ups are used to
illustrate the emotion that both the characters/artist are going through and
long shots of the artist outlines to emphasise on their stance.
Chris Brown – Close up
Chris Brown – Long
Shot

6. Identifying angles
High angle shots are used for both the artists and the characters. High angle shots
represent the emotion and vulnerability of break ups and relationship problems. A
good use of a high-angle is when the characters are in bed as they are both
vulnerable and are struggling to deal with their emotions. Therefore, by utilising
the use of angles we have successfully used conventions of real media products.
Usher High angle shot

7. Theory
Goodwin suggests that through the use of close-up shots of the artist, this would
create familiarity between the artist and audience. Many close-ups were used in
my music video to represent my artist and the emotions and feelings of
characters were clearly illustrated through the use of these close ups.
Dyer’s theory of artist appeal and ‘star image’ is also outlined by the use of
cinematography. Dyer’s star theory is conveyed in my music video as the artist’s
have their own ‘star image’ through their clothing and performance which is
clearly visible through the use of medium close up shots and medium shots. This
creates a connection between the artist and audience as this enhances the
idea of the artist being an ‘idol’ in the eyes of the audience.
Following these theories enabled me to appeal to my target audience further, and
enhanced the quality of my music video. By using the cinematography
techniques outlined by the theories, enabled me to produce a more
conventional music video where I used and developed conventions of real
media products.
Nelly – Close
up
Nelly – Medium
Close up

8. Camera movements



Camera movement are mainly associated with female artists/characters.
Mulvey suggested that the camera movement lingers around the female
body to view them as sexual objects, especially in the R&B genre.
Our product challenges this as camera movements within our music video is
not used to portray the female character in a sexual or seductive way,
which disregards Mulvey’s ‘Male Gaze’ theory.
Camera movement was used for other purposes such as capturing the
emotion and heart break from the female character as this relates to the
theme of my music video, it was not suitable for the female character to be
shown in a sexual way. However, if our theme was just relationships rather
than break-ups, maybe we would have considered representing our female
in this way.
Leona Lewis challenging ‘male gaze’

9. 
All the different aspects of mise en scene have the same
importance. These would all enhance the impact of the
generic conventions to the audience. Demands of the
audience regarding mise en scene varies depending on
the genre of the song and can also be dependant on the
artist. The audience would expect to see specific aspects
of mise en scene to be covered in a conventional way
which is something my group and I achieved successfully.
Five important aspects to consider when analysing mise en scene:

Lighting and colour

Setting

Iconography

Costume, hair and make-up

Body language and facial expressions
Usher – Low-key
lighting

10. Lighting & colour



Lighting and colour enables the audience to gain a better understanding of
the scene as it adds to the emotion that is trying to be portrayed.
Low-key lighting is evident throughout my music video as this is highly
relevant in the R&B genre especially with the themes of love and breakups.
This creates a negative and emotional feel of the music video which would
enable the audience to have a better understanding of the narrative and
lyrics.
However natural lighting would also be used when the characters are not
going through trouble and sadness within their relationship, this again is
reflective of the genre and song lyrics.
Low-key lighting - Chris
Brown
Natural lighting

11. Colour


Colour – white bed sheets are used to represent purity and love, implying
that the bed scene is where the characters are happily together. The only
positive scenes of the music video occurs on the bed. This is further met by
the use of a red tinge we incorporated to create a romantic feel to the
narrative.
Later on when the female is alone in bed with the white bed sheets, this
represents loneliness and innocence as different colour of lighting is used, a
darker one.
Maroon 5 – Together
with white bed sheets
Character from Ne-Yo –
Mad – alone with
white bed sheets

12. 
Various different settings have been used in my music video. This was done
depending on the scene and the lyrics of the music video. Different
locations are needed to match the lyrics of the song with the specific
setting in which the audience would be able to recognise. These were used
in order to use and develop existing examples of R&B music videos that
used similar settings and locations. These music videos also followed the
same theme as I did with my music video, which made the setting that I
wanted to use even more relevant.
Couples together in the bedroom
Black background when the artists are singing

13. 

Iconography was used in my music video to visualise the situation
and themes further. This aspect had to also be developmental and
conventional of the ‘RnB’ genre.
Iconography of the female character packing her bag was used
when she was fed up and she was packing her clothes to imply
that she is fed up and is ready to leave her partner. By this use of
iconography, the conventions of real media products have been
used to clearly show the problematic relationship between the two
characters.

14. 


The idea of using make up in R&B music videos is to make the female
character stand out, look sexy and appealing. We used make up but
developed the idea of using make up by using it in a negative way. The
make up that was used was smudged and messed up which represents the
theme of relationship problems. I believe this challenges conventions of real
media products as well as using them as she looks attractive, but the makeup is used negatively.
Not much emphasis on costume and hair as appearance should not be the
most significant visual aspect, in relation to our theme. This is because
representing problems within love and relationship is seen as more important
and it wouldn't be conventional to prioritise costume, hair etc over the
theme of the song.
In the character’s perspective, having problems within their relationship
connotes looking bare and stripped, which is shown at times the male artist
is also shown as being topless.
Female character from ‘mad’
looking rough and crying
Chris Brown topless

15. 

The artists’ star image was outlined
by their costume. The choice of
clothing was based on the clothing
choice of R&B artists. R&B artists
have a specific style that the
audience could relate to and
aspire to be like. Clothing such as
woolly hats are conventional to
the genre and used frequently by
artists, and we chose to use this so
therefore we had used forms of
real media product.
Both artists look representational
of the genre as they have a
casual urban look with
accessories of clothing such as
bandana’s which are also
conventional to the R&B genre.
Chris Brown –
woolly hat
Chris Brown –
wearing a bandana

16. Characters:
Body language and facial expressions is an indication to the audience to
convey the specific feelings that are being experienced. Body language and
facial expression are vital in getting the characters feelings across. Anger and
sadness is continuous in the music video especially arguments between the
characters occur and the body language and facial expressions of sadness are
directed at each other.

Artists:
The Artist would have a firm form of body language in order to look serious in
getting the message across to the viewers. Also, their facial expression would
also look serious as they want the message to seem like a emotional and
worrying issue.

Character from
Ne Yo- ‘Mad’
upset
Usher – ‘Burn’ facial
expression and body
language

17. Conclusion


We used and developed conventions of the R&B genre by planning our
Mise en Scene effectively and carefully. All the elements of Mise en scene in
my music video have either used or developed forms and conventions of
real media products. The 5 elements have all been carefully considered as
they would contribute in audience satisfaction, and the overall success of
the music video.
I have related and associated my work with notable music video’s within
the R&B genre regarding Mise en scene, which outlines the fact that I have
used or developed forms and conventions.

18. 


Editing is essential in music video’s as it has a contribution to the
pace of the music video. Conventionally, R&B music videos use fast
paced editing if the song is fast. However according to Goodwin,
the editing should reflect the pace of the song which I believe our
music video does as the pace of our music video is slow.
I use and develop conventions here as I use slow paced editing to
highlight the theme of the song and to emphasise the slow feel to
the song.
However there would be aspects of fast paced editing, especially
at the beginning of the music video in which images of both the
female and male characters pop up as it matches the beats from
the song.
Slow paced editing to
reflect on the mood

19. I created a video for ‘Battle Scars’ by Lupe Fiasco & Guy Sebastian.
The song has an emotional and meaningful purpose highlighting the
problems and pain caused by relationships and breaking up. I
created a narrative/performance based music video in which a
story is created for the audience as well as a music video with
performance in which the audience can relate to.

Andrew Goodwin’s theory of music video’s suggested the following
in regards to sound:

‘Sound should match the visuals’

‘Lyrics should match the visuals’

‘Editing should match the sound’
We followed this theory and all of the stated above feature within my
music video, making my product a video that uses and develops
conventions of real media products.