A2 media work

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

2. For the opening scene, I have chosen to have my three
artists walk into the scene. The camera starts zooming
out and they each walk out from behind a tree
developing on the pop genre when often artists in the
video enter the scene in different and unique ways. I
have created my artists to enter this way because it
shows them as a group, not so serious, quite fun and
different.
By having them walk out one-by-one and to
then walk and stand side-by-side challenges the
typical pop group where artists are staggered
usually with the lead member up front in clear
view. By placing my artists in line represents that
they all equal and aren’t you typical pop group.
I chose to break the typical pop convention of how the artists are
presented on screen because I wanted to create a new, unique
image of how the audience view pop artists. This screen grab of
the Backstreet Boys shows the typical placement of the artists in
the music video where the lead vocalist (Kevin Richardson) is up
front in the centre of shots clearly presenting to the audience that
he is the lead artist. I placed my artists side-by-side to suggest to
the audience that they are all equal and that there is no clear
dominance by one group member.

3. These frames here show off the different types of
settings and locations in which the video is set in.
The contrast of the locations suggests to the
audience that this is a very diverse band with not
much structure and organisation to them. This is
further demonstrated by one of the locations set
in a park which gives the group their non-serious
fun going group.
The locations and settings challenge the way in which pop songs are typically presented,
rather than exotic, expensive looking settings, I have created my video to be set in everyday,
sort or dull and unexciting locations. This is to challenge pop culture and create this image
that the group are just your everyday people producing their music anywhere. Also, a park is
associated as being somewhere to go have fun and use up energy so the use of the park is to
influence the audience to feel as if the group and exciting and fun to listen to, fun to be
around.

4. The costumes and props here area of the
artists wearing average clothes with some
weird, funky extra e.g. the bucket hat,
headband, sunglasses and dollar sign
necklace. By dressing them in these costumes
it helps the audience understand that they
are the artists.
The funky looking props the artists
are wearing emphasis the fact that
they aren’t a really serious group,
but instead up for anything, trying
new and different things to stand
out and grab the audiences
attention.
The band Right Said Fred had a
similar approach to their music
videos with weird and crazy
costumes and props used. For
example in their video “I'm Too
Sexy”. This means that the audience
would be able to relate to my band
because they would have seen
something similar before.

5. The camerawork within my video is all handheld footage. I
have done this because it gives the audience the feel as if they
are there following the artists on their journey and adventures.
Camila Cabello’s music video for her song – Havana [ft. Young
Thug], also uses this handheld camerawork style as it allows
the audience to engage and focus in with the song and events
in the video more.
The unsteadiness also gives a feel of unpredictability
to the group and video due to the camera movement
being agile and flexible. This is the image I am trying
to convey to the audience about this new,
unpredictable, not to serious group.

6. In my video I have portrayed my artists in a way to represent what kind of
modern pop group they are and how they have a different take on the pop
genre. Current artists such as; Taylor Swift, Drake and Ed Sheeran all have
their own take on how they present their music to fans however, they all
share the fact that they want a good brand image and take their music very
seriously. My music video of a retake of the well known pop disco classic
‘Stayin Alive’ by the Bee Gees shows the artists having fun, messing around
and just enjoying making their music rather than succumb to the
expectations and realities of modern pop music creators.
The final shot of the video is the name of the brand ‘B.T.W’ which
at fist thought and look, many people would relate to the more
commonly known social media abbreviation as ‘By the way’ and
so could have a confusing meaning to end a music video. This
further adds to the groups new, wacky, unique pop image. ‘B.T.W’
are actually the initials of the artists of the group.
I am following modern conventions by
naming my group ‘B.T.W’. For example; the
modern party rock anthem band LMFAO also
use modern abbreviations to create a
recognisable and engaging brand for
themselves.

7. The pop genre of the video has been conveyed through the
majority of the video showing the artists lip syncing to the song.
In most of pop music videos during the later 21st century involve
the main artists lip syncing away to the song. Thus engaging the
audience and giving the audience the impression that the artist
really owns the lyrics and emotions present in both the visuals
and lyrics of the song.
The funky, creative costume also connotes the pop
genre as many pop videos have the artist(S) and
actors wearing bold, different and wacky costumes.
Bruno Mars - Finesse [Feat. Cardi B] music video is a
good comparison as a leading pop artist also uses
this style of different, funky costumes.