The document discusses how the media product, a music video, uses and develops conventions of real music videos in the indie pop genre. It replicates conventions found in videos by Ellie Goulding and Gabrielle Aplin by including both narrative scenes and performance scenes of the artist. The theme of love and relationships is conveyed through scenes of couples on dates. However, explicitly depicting intimacy was challenging given it involved students. The artist's costume combines elements of pop, like feminine dresses, and indie, like dark colors and curled hair, to fit both genres. An unconventional clapping scene subverts pop music conventions.

1. In what ways does your media product use, develop or
challenge forms and conventions of real media
products?
Using real media conventions is important because they provide a good idea of the
conventions of the genre that is chosen. Researching had given me an idea of what
the genre characteristics were to be like. This enabled me to chose the costume, the
location and also make the correct alternations so my music video had conformed to
music videos of its kind.
My music video is a hybrid of two genres, pop and indie. As a result of this I had to
take conventions from both of the genres and apply it to my music video.

2. • Conventionally it was found from research on artists such as
Ellie Goulding and Gabrielle Aplin, that many indie pop and
pop music videos are a split between narrative and
performance style. This was to show a story whilst the
singer was singing. As this was found during the research, I
knew I had to replicate this idea in my own music video.
Therefore I ensured I had a balance of shots showing the
narrative and the artist performing.
MUSIC VIDEO STYLE

3. • This is why in my music video you can see
some scenes of the artist walking around
couples and the other scenes of her singing
the song. By doing so I tried to develop the
conventions of real media products such as
music video’s by Ellie Goulding and Gabrielle
Aplin, who were both iconic artists of the same
genre of music and people who I had taken
inspiration from.
I

4. • In most conventional pop music videos, the
theme is often based around love and
relationships. This can be seen in music videos
by Ellie Goulding, Gabrielle Aplin and Demi
Lovato. Due to the lyrics on my chosen song
revolving love, I had tried to emphasise it as
much as possible in the video.
THEME: GENRE

5. • In existing music video’s based on love and
relationships, the narrative is shown in a explicit
sexual way. This is had become a challenge for
me to present onto my music video because the
actress was a student and she wasn’t willing to
snog another student. Also, it would have been
too full on considering I am a student and this is
a student coursework and having people be
intimate would be weird for me to film.
Therefore, I went for the romantic date type of
love and relationships which was much easier
for me to film.
Challenges of genre.

6. • My music video had conveyed the concept of love as
much as possible. This was through the two couples
doing stereotypical couple activities
like, dancing, walking hand in hand, going to the
cinema and scenes of them during their date. Whilst
they were doing that, the artist had walked through
their scenes and sang. Therefore, it can be seen that
my music video does develop conventions of real
media of its kind because I had taken concepts from
those music videos and manipulated it onto mine.

7. Examples of music videos portrayed couple(y) activities.
Katy Perry – Thinking Of You
A married couple on a
date, laughing together this
is shown on the scene with
the married couple on my
music video
A couple dancing together.
That is where I got the idea
of the married couple
dancing together
A couple at the cinema
watching a movie. This was
also shown on my music video
with the young couple who
are on their date at the
cinema.

8. • The artists’ costume had to cater to both pop and the indie genre.
The conventional pop costume would be girly and voyeuristic,
however typical costumes from the indie genre would be less
revealing and more grungy and cool. This is because, indie artists
do not want the emphasis to be on themselves because they want
their music to be highlighted. Therefore, I had to make sure I was
careful in picking out the costume for my artist.
COSTUME
INDIE POP

9. • I had tried to conform the artists costume as close to the
conventions as possible. I made sure there was an element of
girly-ness because she wore skirts and pretty dresses however,
there was a hint of indie-ness. This was through making her wear
dark coloured clothing to show she’s grungy.
• In addition, I had made sure that Maria was chosen to be the
artist because she has dark hair. This worked to my advantage
because it showed characteristics of a female indie artists such as
Haim. This is because they have dark hair, to match their
costumes. However, I tried to manipulate her indie style hair to
make it more pop orientated by making sure it was curled to
provide a flirty feel.
• Curled
hair
• Feminine
dress
• Wooly
hat
• Long
coat

10. • A way in which my music video subverts the indie pop
convention is through the “clapping scene”. Clapping
scenes are found in country music (e.g. Miley
Cyrus’, Hoedown Throwdown) and for me to use it in
my indie pop music video it was quite unusual. I was
borrowing conventions from other genres and
applying them onto mine. I used the clapping scene in
the music video because I felt that, that particular
scene would suit that section of the song. In the pop
genre, it’s found that there are many close-ups of the
artists face and facial features used and by me using
close ups of the artists hands clapping, it shows a
move away from the conventions of that genre.
SUBVERTING CONVENTIONS