Our music video uses conventions of real music videos by illustrating the song lyrics visually and matching shots to the music. Binary oppositions of light/dark and ugly/beautiful represent the main character's inner turmoil. Shots alternate between composed and messy appearances. The video also features locations mentioned in the lyrics like a tennis court. Overall the video draws inspiration from real artists like Lorde to develop the style and image of our fictional artist Dakota.

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

2. The use of binary opposition
• Our video uses Levi Strauss’s theory of binary opposition to express the
conflict between Amy, the main character in our music video. In the shots
that alternate between her looking composed with neat hair and makeup
and shots of her with eye makeup running and messy hair we present a
binary opposition in ugly/beautiful. This represents the inner turmoil of
the figure, reflecting the lyrics of the song and the tone the character is
uncertain of themselves and is experiencing inner chaos not visible to
others, this is also shown when Amy is lip syncing in front of the black
background. This could imply that she is in her ‘own bubble’ and showing
what emotions she actually feels when no one is watching.
• The opposition between light and dark is also present in
our video, in some shots Amy is shown with a black
background in block clothing whilst her pale face and light
hair stands out. This is a visual realisation of the
oppositions of light/dark and so happiness/sadness,
reflecting a struggle of duality within the character. This
also applies when Amy is out doors and indoors.

3. Goodwin’s Theory
• Our video conforms to Goodwin's conventions of music videos as the visuals of our
video illustrate the lyrics of the song Tennis Court. As our music video comes to the
chorus ‘Let’s go down to the tennis court and talk it out like yeah’ our visuals present a
tennis court, exactly illustrating the lyrics of the song, matching the timing of the lyric.
In addition, when the song says ‘yeah’ the spelled out word appears on the music
video. Our music video also followed a certain style which included certain ideology,
for example, the mise en scene including the locations and the outfits worn by Amy.
This also applies to the stereotypical character in the music video. The majority of our
music video is also shots of Amy as this is a demand by the record company, in order
for further advertisement and to get people watching the music video, as fans will
want to see the artist or main vocalist staring in the video.

4. Star Theory and our CD Digi pack
• Our CD Digi pack and website can be applied to Dyers star theory as images of Amy who is the main artist ‘DAKOTA’ are shown
throughout. For example, she is on the cover of the album as well as in the insert booklet, and there is a gif of her on the
homepage of our website. This is to promote the main artist to the fans and show them what she looks like.
• Our CD cover conforms to the usual layout of a artists cover, as on the majority of
CD covers are the of the artist or the main vocalist. And our album cover is of Amy,
this means that fans can easily identify who created the album belongs to linking to
the star theory mentioned in the previous slide. The back of our CD cover also
conforms to real media products as we followed typical conventions by having the
track list, also having a barcode and company logo to ensure it looked professional.

5. Website
One our website we conformed to conventions of real products as it had
tabs which is expected by fans and other viewers. Also, it is expected for
the website to have a homepage and a place to by physical copies of the
album as well as merchandise as well as a place for the individual to
contact the record company or the artist about any enquiries they may
have. On our website cross media convergence is shown as there are tabs
at the top where you are able to click to go straight to the Facebook and
Twitter page, allowing fans to connect with the artist. We also put the
Spotify logo on the website, although we don’t have a Spotify account this
is what artists would put on their website. There is also the option to buy
music via ITunes as well as physical copies once again showing cross media
convergence. We also created a shop where a range of different
customised merchandise is available to buy. In addition, we offered a range
on tour dates on the homepage of the website and where fans can buy
tickets for the tour.

6. Inspiration and mise-en-scene
For inspiration, we took this from the artist ‘Lorde’ when it come to the
image we wanted ‘DAKOTA’ to go for. For example, the mise-en-scene in
the video was dull, as we used colour correction in order to make the shots
darker, as well as using a dark background for the lip syncing parts of the
video. Amy also wore dark makeup as well as all black clothing for the
video to add to this. We also took inspiration from the CD cover form the
artist ‘Lorde’ as it has quite dull colours, although there are a large amount
of differences, I still think that they are similar and we tried to go for the
same look. I think that using dark and dull colours also matches the song
‘Tennis court’, as the lyrics and the tone of the song aren’t very upbeat and
is more ‘sad’. For the lip syncing scene we also used a black sheet in the
background and turned of the lights, and used additional lighting which we
held up towards Amy's face to ensure that the camera picked up just her
face. This meant that when the viewer watched the music video they
would be paying attention to Amy's facial expressions and the song itself.
The locations we used for the music video was the Tennis court which
matches with the lyrics ‘lets go down to the tennis court’ going by
Goodwin's Theory mentioned in the slide above, which is a typical
convention applied in music videos. We also used an derelict location next
to a pond to go with the tone of the music video which is quite dull and
morbid.

7. Editing techniques used
One editing technique used in our music video is when we cut the shots to the
music. At the beginning of the music video there are several clicking sounds in a
row, for each click we had a different shot of Amy going from close to far away.
This is the typical convection of a music video, as there are many videos where the
artists or main vocalists actions match the music. For example, in Adel's music
video ‘Hello’ she opens her eyes to the beat of the song. This also takes place at
the end of our video when Amy is looking down and opens her eyes to the music.

8. Favourite shots
• This is one of my favourite shots as I think that it’s one of the most professional
looking parts of the music video. I also think that it follows typical conventions of a
music video, this is because in many music videos there are shots of the main
artist/main vocalist lip syncing as well as shots cutting to other locations. I think this
is because fans want to see the actual artist who sings the song in the video. I also
think that the dark colours in these shots help represent the artist, as the look our
artist is going for is dark and dull which runs through everything including the CD
cover, the website and the rest of the music video.
• Another shot I think is the best in the video is
when it pans up from the derelict location next
to the pond up to the sky and then pans back
down and there's a change of location to the
tennis count. This also matches with the lyrics
as they are ‘lets go down to the tennis court’
and then the location changes to the tennis
courts.

9. • I also like this shot in our music video, this is the shot where we
overplayed different clips on premier pro. I like this shot as I think
its different to the rest of the video and adds something
different, I also feel like we wasn’t able to add much editing to
our video as we didn’t want it to look cluttered and over the top.
I think that this shot is suitable to our genre which is ‘electropop’,
this is because the music videos in this genre usually have a lot of
editing techniques used and are there is usually a lot going on in
the music videos.
Another shot I like is towards the end where Amy's face is
covered in makeup. I think that this will get the audience
questioning why she's crying, and adds something different
to the music video. I think that this shot also helps
represent the artist, as thought-out the CD cover, music
video and website dark colours are used and the shot has
dark colours along with the dark face makeup.

10. To conclude…
Overall I think that our media product use forms of conventions of real
media products. Looking into detail at the different theories and
conventions of a music video specifically in the electro-pop sector I
think that our video has these conventions. By looking at the different
shots and the inspiration we took from different artist and their music
videos.