This document analyzes and summarizes the key aspects of a music video project according to media theorist Andrew Goodwin's framework. The student discusses how their music video, found at a provided URL, relates the lyrics and music, illustrates the genre conventions of rock music, and incorporates themes of rebellion in both the video and accompanying digital packaging. While some elements like close-ups were less applicable given the single performer, the analysis focuses on how the video interprets the themes of the song through its imagery and sequences. Criticism of one scene and choices regarding the digital packaging design are also addressed in terms of reinforcing the intended message.

1. A2 Media Studies Evaluation
Brad Linney

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

3. My Music Video
• My music video can be found at the following URL:
http://www.youtube.com/watch?v
=gowZ9SL_P6w&feature=g-upl&context
=G20ace0fAUAAAAAAABAA
• All being well the link should work fine. I’ve had a
run in with EMI blocking all my videos. They should
all work. However I’m working on resolving the issue

4. Andrew Goodwin
Andrew Goodwin is a renown media theorist and his theory is particularly
useful when analysing music videos. His theory consists of six aspects,
however some can not be applied to my media project as it a male only
video, my video genre also being rock music means I am unconventional in
genre choice therefore I have an unconventional music video with few close
ups therefore analysing a video’s use of close up in a video with few close
ups is rather pointless. These are four aspects of Goodwin’s theory that I
will be analysing with my music video.
• Relationship between lyrics and the video
• Relationship between the music and video illustrating, amplifying
or contradicting
• Genre’s are diverse
• Link between text, posters, album, single, music or film

5. Relationship Between Lyrics and Video
The lyrics for my music video were
rather difficult to incorporate into the
song for me, instead I incorporated
time as a factor rather than lyrics.
Such moments I used time are the
jump at the start and the famous
shout of “WHY!” to begin the chase
sequence. The lyrics give the
impression of anarchy, therefore I
used the modern example of
hoodies, whom most would consider
the current rebellion in society.

6. Relationship between the music and video
illustrating, amplifying or contradicting.
The music style is “hard rock,” or can be interoperated as
the unconventional “rap rock” genre. It is vital that a
music video, to at least some extent resembles the
lyrical content.
In my video I have focused on the theme of rebellion and
conforming to social masses. The idea of conforming to
a social norm is an event that any teenager can relate to
and is an important issue in society.
I incorporated the rebellion aspect by using in sense the
stereotypical view of “hoodies” being a “threat” and in
joining the “threat” people feel safer, more like a gang. In
the video the entire chase sequence is a example of
gang violence in that two are better than one, therefore
the one gets caught.

7. Criticisms explained
One moment in the video that my target audience
picked up on that didn’t seem right was the kicking
leaves, my audience said that it promoted child like
attributes rather than rebellion.
When one thinks about it the whole aspect of gangs
and rebellion are thoughts of a simple follower or an
intelligent leader (Think the Nazi’s or Stalin).

8. Genre’s Are Diverse
The genre I used for my music is rock music. I picked
this as a personal choice due to my love of the rock
and metal genre of music. I chose rock over metal as
generally rock is considered more listenable to the
mindless masses of people who listen to the same few
over-played rock songs (Aerosmith, I Don’t Wanna
Miss A Thing and Bon Jovi, Livin’ On A Prayer are
such examples).
Basically a rock album would get more sales than a
metal album due to the increased popularity of the
genre. While it is interesting to note, if the masses of
conformities individuals who fuel the talentless artists,
“despise” metal music, then how come metal artists
still frequently produce brand new material? It shows
that the metal and rock genre’s are not as unpopular
as is stereotyped by the masses.

9. Conventions of Rock and Pop Videos
Conventions of a rock video:
• Close ups of band members playing instruments.
• Not as many close ups on the singer or band
members themselves.
• Band members rarely make eye contact with the
camera unless the song is a balled such as
Aerosmith, “Don’t Wanna Miss A Thing” and Five
Finger Death Punch; “Remember Everything”.
• Conventions of a pop video:
• Many close ups of the lead singer, showing off the
person as a product due to their aesthetically
pleasing looks and figure such as Justin Beiber
who is himself a walking advertisement.
• No or very few views of people playing
instruments, everything is focused on the singer.
• Usually utilises many low angle shots to show the
figure and full body of the singer.

10. Conventions Of My Video
Conventional aspects of my video:
• Has few close ups of the band members in general.
• Only a couple of moments of eye contact in the whole
song.
• Follows the theme of the song closely (rebellion, power
struggle).
Unconventional aspects of my video:
• Has some parts of the song has no lip syncing to show
the rebellious aspect and the action sequences.
• Promotes conforming to an unjust cause that of bullying
and youths.

11. How Have I Incorporated the Same
Theme Between my Video and Digi-Pak?
My digi-pak follows a similar theme towards the video. When I was shooting the video,
my original intent was to incorporate various aspects associated with rebellion and
being powerful. I originally picked the colour green as I was incorporating a natural
theme, however I realised when editing my video that green did not suit the products
so I changed it to a grey.
The grey can be seen as either an attempt to conform to social norms as everyone
else does, or the way its intended to be read as the industrial fight back against the
masses. I then decided after consulting my target audience to change the colour to
fiery, uncontrollable colour scheme which relates to theme of rock and generally looks
better and more vibrant than the grey but also relates to the theme of rebellion and
danger.
I also created a red symbol to stand out on the page, the added yellow inside the
circle enables it be seen far more easily and stand out on a shelf against its rivals.