My music video uses, develops, and challenges conventions of real media products in the following ways: 1) It uses conventions such as themes, genres characteristics, and theories around star images and popular culture promoted by scholars like Goodwin, Dyer, and Adorno. 2) It develops conventions through elements of mise-en-scene like lighting, settings, and costumes, as well as techniques like shots, angles, and editing. 3) It challenges conventions by presenting a unique artist appealing more to subcultures than mainstream audiences, and using some unconventional locations and iconography. Overall, my music video both adheres to and innovates on standard conventions of the alternative R&B

1. QUESTION 1:
In What Ways Does Your Media
Product Use, Develop Or Challenge
Forms And Conventions Of Real
Media Products?

2. WHAT IS A MUSIC VIDEO?
A music video is short film created to accompany a song and is produced to help promote an artists single or for promotional purposes. A
music video is likely to consist of a narrative, performance and concept, though all are not likely to be combined and evident in the same
video.
My advanced portfolio required me to create a music video from any genre of my choice. After deciding to go with the alternative R&B
genre, I was required to carry out detailed research into existing music videos from the alternative R&B genre and other, similar genres
and my target audience to ensure I had a clearer understanding about conventions and expectations when it came to creating my own
music video.
After my in-depth research into music videos, conventions and theorists associated with music videos such as Goodwin, Mulvey and Dyer
etc, I was ready to move to the planning stages of my production as I was now much more confident and able to identify conventions
associated with my genre and music videos. The planning process consisted of me planning my upcoming music video and ancillary
products, which required me to create drafts of digipaks and adverts before creating my final products.
Research stage:
Allowed me to research the conventions of music videos and the conventions that
were specific to my chosen genre. From early on, we identified that our idea would
appeal to certain subcultures as well as ‘the masses’ due to our artist and narrative
being quite distinctive and unique, which is likely to appeal to subcultural values.
Therefore, this allowed us scope to combine Adorno’s popular culture with
Hebdige’s subcultures and develop them in our music video and through the
representation of our artist.
Research Planning Production Evaluation
Planning stage:
I identified the micro elements that I wanted to include in my music video, the
representation of my artist and characters and I planned the narrative in great
depth to prevent any confusion when it come to filming. I transferred the vital
information onto my storyboard which was used to support us during the
production stage.
The Process:

3. MUSIC VIDEO INFLUENCES…
Particular music videos and artists influenced our music video as they gave my group and I new and interesting ideas of how to
use, develop or challenge conventions. These are the music videos and artists that inspired and influenced our music video:
 Sia-Elastic heart (facial expressions and body
language)
 Chris Brown- Fine by me (movement, narrative)
 Lady Gaga- Judas (artist representation)
 Justin Bieber- The Feeling (setting, narrative)

4. DOES MY PRODUCT USE, DEVELOP OR CHALLENGE FORMS
AND CONVENTIONS OF REAL MEDIA PRODUCTS?
I have used and developed conventions throughout my music video which is highlighted in various ways:
• Themes: All music videos have their own individual themes, however, love is a conventional and regular theme that comes
up in music videos from the alternative R&B genre. The themes that are existent within my music video uses and develops
conventions as it consists of love, fighting for true love, challenges and mystery. We chose to include these themes in our
music video, not only because they were conventional to the genre but also because the audience will be able to relate to
these themes, encouraging them to connect with the music video.
• Artist representation: My artist follows the conventions of the alternative R&B genre, as she looks unique. However, she
also challenges conventions as her appearance may not be widely appealing to a mainstream audience, with certain
audiences not being able to relate to her. Therefore, particular subcultures are likely to relate to her.
• Theory: I followed the theories that Goodwin and Dyer presented, making my music video more effective and conventional.
For example, I ensured my artist was represented as a ‘star’ through her performance and physical appearance, turning her
into a commodity. I also used performance and narrative in my music video, to make it conventional to the alternative R&B
genre.
• Character representation: My characters follow and develop conventions as they are all dressed in a smart/casual attire
which the audience are able to relate to. I chose to portray my characters in this way to show their ‘normality’ and
innocence.

5. CINEMATOGRAPHY- SHOT SIZES
After doing my researching and
watching existing, influencing music
videos I discovered that most of the
music videos, with Lady Gaga’s ‘Judas’
video in particular, consisted of close up
shots and long shots on the artist,
promoting their importance and also
enhancing their ‘star image’. As a result
of this research, I decided to include
various close up’s and long shots
throughout my music video promoting
my artists importance.
Within Lady Gaga’s music video ‘Judas’ the female artist is emphasised through close ups,
allowing the audience to connect with the artist, but also illustrating her use of lip syncing.
However, she is also captured through long shots when dancing showing the audience her
skills and talents, also allowing the audience to relate to her.
I have used and developed this idea by also including similar close up and long shots of my
artist when she is lip syncing and performing which is reflective of Goodwin’s theory, as
Goodwin states that an artist should perform within a music video in order to make it
conventional. Therefore, I identified the importance of capturing my artist through these
different shots in order to meet conventions and represent my artist as a ‘star’ as Dyer
illustrates within his theory.

6. CINEMATOGRAPHY- CAMERA ANGLES
From my research, I found that the artists tend to be
captured through high angles giving the audience a
clear view of the artist but also according to the
situation, it may be used to make the artist look
vulnerable. Capturing the artist through high angles
gives the audience a chance to perceive the artist in a
different way. Therefore, I used and developed this
idea throughout my music video, with certain scenes
being shot using a high angle. For example, when
capturing the tarot cards, a high angle is used to show
the vulnerability and innocence of the four chosen
males, who are chosen at random. Also, during the
final fight scene, when the last male standing is killing
the other remaining male a high angle is also used.
Finally, certain shots of the artist whilst she is singing Is
captured through high angles.
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7. CINEMATOGRAPHY- CAMERA MOVEMENTS
My research allowed me to identify the different camera movements that were conventional and repeatedly found in
alternative R&B music videos. I identified that zoom shots and tilt shots were used throughout, enhancing the music videos
and making them more effective and appealing for the audience. These shots portrayed the artists in a clearer manner, also
encouraging them to build stronger relationships with their audience. In order to engage my audience in the same way, and to
present my artist as clearly and effectively, I used and developed this idea throughout my music video. I similarly used zoom
shots and tilt shots in various scenes. For example, when the dancer feels a connection with the tarot reader a tilt shot is used
to reinforce this. Zoom shots are also used on the artist, to show her facial expression and emotions clearly to the audience
allowing them to relate to her.
Tilt shot Tilt shot
Zoom-in shot
Zoom-in shot

8. MISE EN SCENE
Mise en scene is made up of five important aspects, each of them enhancing the success of a music video, and
determining whether or not the music video is conventional to its genre and to the music industry. The audience
have certain expectations, expecting to see certain mise en scene evident, which is a large factor influencing an
audiences opinions about a music video. This was heavily influenced by Goodwin’s genre characteristics as it covers
elements of mise en scene, which impacted my decisions on conventional factors.
Mise en scene consists of:
 Lighting
 Iconography
 Setting
 Facial expression and body language
 Costume, hair and makeup
 I believe I used, developed and at times challenged the use of mise en scene in my music video in order to make
it as conventional and representative of the alternative R&B genre as possible.

9. MISE EN SCENE- LIGHTING AND COLOUR
Within the Alternative R&B genre, the colours used tended to challenge conventions of the original R&B genre as more reds, blacks and blues
were evident, supported by low key lighting to create a dark and mysterious atmosphere. This was particularly evident in Chris Brown’s music
video, ‘Fine By Me’ as the fight scene was made up of these dark colours: blue, red and black connoting danger, power and gloom assisted by low
key lighting to intensify this effect. This created an urban look which was also how I intended on making my music video appear. Therefore, when
creating my music video I used and developed this idea by using dark colours including red and black along with low key lighting revolving the
artist and during the fight scenes to create suspense and excitement for the audience, as well as tension. This is associated with the
foreshadowing of the dark events to come, and the audience not knowing who will win over the females love and who will lose the fight.

10. MISE EN SCENE- SETTING
From my research I found that unique locations were used in music videos from the alternative R&B music video. Locations
included empty rooms and abandoned buildings. Therefore, I decided to use and develop this idea by ensuring that I chose dark
and grimy locations that were suitable to the genre and the narrative. For example, I decided to shoot the artists performing
scenes in an empty, dark room to illustrate her unpredictable nature and her niche hobby, and the fighting scenes between the
male characters in an abandoned subway. However, I also challenged conventions as I used mainstream locations such as a
library and dance studio to represent the lives of the male characters.
Using and developing conventions

11. MISE EN SCENE- ICONOGRAPHY
From my research I found that music videos from the alternative R&B genre tend to consist of different types of iconography
according to the narrative and emotions conveyed. I found that there was limited iconography used by the artist/ characters as
the attention was focused on the performance of them. I challenged conventions as I included iconography associated with the
tarot reader such as tarot cards, marbles, candles etc, and iconography associated with the male characters including books for
the geek and a belt for one of the murder scenes. Therefore, I went against conventions when choosing the iconography for my
music video.
Challenging conventions

12. MISE EN SCENE– FACIAL EXPRESSIONS AND BODY
LANGUAGE
The facial expressions of the artists evident in the existing music videos I have researched tend to be straight, emotionless facial
expressions. This connotes their unpredictable and unique behaviour and personas, evoking suspense from the audience and the
urge to find out more about the artists. Their body language also tends to be quite flexible when performing, showing their skills
and abilities. As a result of this research, I decided to represent my artist in a similar way, using and developing this
representation. When filming my artist I ensured that she fulfilled these facial expressions and body language, as it was
important that she was presented as a unique and unpredictable individual to make her character believable and appealing to
the audience and genre. Therefore, the artist had an emotionless facial expression throughout the music video along with a
flexible and symmetrical body language to engage the audience, allowing them perceive the different sides to the artists
persona.

13. MISE EN SCENE- COSTUME, HAIR AND
MAKEUP
From my research I found that the most conventional outfits for the artist was unique and dark ones, supported by exaggerated
and dark hair and makeup to reflect the artists persona and her unique style. Therefore, as I was portraying my artist as a tarot
reader, I wanted to use and develop these conventions, by portraying my artist in a unique manner to reflect her differing
beliefs and to make her conventional to her character. Therefore, I dressed my artist in black clothing, with a black bandana over
her curly hair, supported by dark makeup, including black eye makeup and dark purple lipstick. Overall, I believe that I used and
developed the representation of costume , enhancing my artist’s star image. Similarly, the male characters starring in my video
were also conventional to their roles as their costumes reflected their personas, also suggesting their ‘normality’.

14. EDITING
Goodwin identified that the editing of the music should be reflective of the pace of the song within his theory.
Therefore, I ensured I used and developed this idea by ensuring that my music video followed and reflected this.
The pace of our song was particularly slow and calming, therefore, in order to reinforce this idea we ensured that
we used slow editing and slow motion throughout. Though, we did use some editing effects such as overlays and
flashing effects to represent that she has supernatural power, making the music video more efficient and
effective. Overall, I believe we followed the theory as the pace of the music video and the effects added was
reflective of the pace of the song.

15. SOUND: HAVE YOU FOLLOWED SOUND CONVENTIONS
OF YOUR GENRE AND HOW?
 I believe I have followed sound conventions as the relationship between the music and
visuals and the relationship between the lyrics and visuals are in harmony.
 My group and I looked into existing music videos identifying the use of sound conventions
within our genre so we could use and develop this using similar techniques.
 Despite experiencing difficulties, using Andrew Goodwin's eight characteristics which draws
upon the use of sound we were able to overcome this and follow the conventions in order
to make our music video successful. I also used and developed conventions of sound by
making my visuals reflective of the lyrics, promoting love and fighting for love.

16. DOES MY PRODUCT USE, DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?
THEORY SPECIFIC
Andrew Goodwin- Characteristics of a music
video
Richard Dyer- ‘Star’ image
Adorno- Popular culture
Laura Mulvey- ‘Male Gaze’

17. GOODWIN: USING, DEVELOPING AND
CHALLENING CONVENTIONS
1) Genre Characteristics
2) Relationship between lyrics and visuals
3) Relationship between music and visuals
4) Star image motif's (close up on star)
5) Notion of looking
6) Intertextual References
7) Performance, narrative or concept based?
8) Technical elements
I used and developed a majority of these features except from ‘notion of looking’ and ‘intertextual references’.
Star image motif’s
(close up on star)
Genre characteristics
Relationship between lyrics and visuals
Performance and narrative
“Pacify our love, our love, love”

18. USING AND DEVELOPING CONVENTIONS: DYER
Stars and constructions- Artificial image
Industry and audience- Make money
Ideology and culture- Cultural values to share
Character and personality- Audience feel closer to their lifestyle
Due to identifying from early on in the research and planning stages that our idea would appeal to a larger
audience, including subcultures (Hebdige’s subcultures) we ensured that we presented our artist as promoting her
'ideologies and culture’ through her behaviour and actions in order to appeal to the mainstream audience,
allowing certain females and possibly males to relate to the artist, forming a relationship with her. I also believe I
promoted my artist as a star, which is important as the artist should be able to enhance their star image in order to
turn into a commodity. I did this by making my artist look original with distinctive beliefs making her more
interesting and therefore appealing. This was enhanced through the use of low key lighting and the artists body
language and facial expressions. Furthermore, despite our artist singing a song from an alternative genre
(alternative R&B genre) she can still be identified as a well established star and a commodity through her
successful performance and representation, making her appear as a role model for female audiences. The
traditional concept of a star includes role models such as Britney Spears and Beyoncé who are all conventional to
the popular culture. However, we have created an alternative image of the artist which may not be recognized by

19. USING, DEVELOPING & CHALLENGING CONVENTIONS:
ADORNO
 Adorno stated that popular music promotes particular mainstream values and lifestyles in order to appeal
to a mainstream/ mass audience.
 I used this idea but challenged it at the same time. I used this idea through the use of the fight scenes as
this is a mainstream situation and therefore allows a mass audience to relate to it and understand it. I
further developed Adorno’s theory through the representation of my male characters, as we presented our
them as ordinary, young boys that the male audience would able to relate to which we portrayed through
their hobbies, which were mainstream (dancing, visiting the library), and through their costumes which
consisted of smart/casual attires.
 However, I also challenged this idea as my artist was promoted as unique through her appearance,
behaviour and beliefs making her appealing to subcultures rather than a mass audience as Hebdige
identifies in his theory similar to existing artists such as Lady Gaga, FKA Twigs and Grimes.

20.  Hebdige suggests that subcultures are evident in the music industry as certain genres of music and the
representation of artists appeal to particular subcultures.
I used and developed this idea within my music video as I chose an alternative genre (alternative R&B)
encouraging particular subcultures as well as the mainstream audience to engage with the video and gain
satisfaction from watching it. I also represented my artist differently, making her more niche rather than
mainstream which we portrayed through her unique sense of costume, hair and dark makeup and facial
expressions and body language. This representation was more appealing to particular subcultures such as the
gothic subculture, allowing this audience to relate to the artist more than the mainstream artist who was more
likely to struggle being able to relate to her and connect with her in the same way. Moreover, our artist also
promoted unique and individual morals and beliefs differing from the stereotypical ones suggesting that it was
acceptable to go against hegemony, which allowed individuals from subcultures to associate themselves with
her.
However, I also challenged this idea of subcultures as I avoided creating a music video that was simply targeted
at subcultures as it would limit the success and future of my music video due to the limited audience attention
it would receive. Therefore, we made our music video and artist suitable for a mass audience as well as
subcultures by presenting mainstream themes and choosing a young female artist who was reflective of
hegemony (young, thin, attractive) as Dyer highlighted. By making these decisions, it increased the audience
attention our music video received.
USING, DEVELOPING & CHALLENGING CONVENTIONS:
HEBDIGE

21. CHALLENGING CONVENTIONS: MULVEY
Due to our narrative being about chasing love and the challenges faced to win over your lover,
we decided that the male gaze was not necessary in our music video, as we were trying to
prove a point to the audience and by using ‘the male gaze’, it can be distracting for the
audience, preventing them from having a developed understanding about the narrative and
the messages being dispersed. Here we challenged conventions as we avoided using ‘the male
gaze’ within our music video. This is similarly evident in existing music videos from alternative
genres as artists try to promote certain values and meanings in their music videos, rather than
including the ‘male gaze’ which is more conventional to mainstream genres such as pop and
hip hop.

22. When carrying out my research, I looked at various existing digipaks and adverts. This helped me to identify the
conventions of the alternative R&B genre and the conventions of digipaks and adverts in general. First I identified
the generic conventions of adverts and digipaks which included:
I then identified other important features of adverts and digipaks including the: main image, lighting and colours,
typography, information, star motifs, overall layout, and theories associated with them, identifying if these
elements were conventional to the genre.
Overall, I believe my advert and digipak followed and developed the conventions making it conventional to
existing ancillary products, my genre and relevant to my music video.
DOES MY ANCILLARY PRODUCTS USE,DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

23. USING AND DEVELOPING CONVENTIONS:
DIGIPAK
USING AND DEVELOPING CONVENTIONS: DIGIPAK
After looking at existing digipaks from the alternative R&B genre, I identified that dark colours and
low key lighting was commonly used, along with the artist posing in a unique manner, with
emotionless facial expressions, portraying their values and ideologies.
• Micro elements/conventions:
- I used dark colours including purple and black supported by low key lighting = using
conventions
- I used white typography which juxtaposed with the dark colours, which I intentionally done to
ensure the writing was clear and visible to the audience = using conventions
- The artist also posed in different ways, highlighting her values and beliefs= using conventions
- I included all the vital information that was necessary, allowing the audience to identify all the
key information about the songs on the track list etc.= using conventions
• Macro ideas:
- Themes: Mystery, suspense, supernatural, identity= using and developing conventions
- Ideologies: The artist promotes her unique beliefs which is reflected through her body
language and facial expressions= using conventions

24. • Theory
• Dyer: My artist is presented as a ‘star’ as she looks professional and well established.
Therefore, she is also presented as a commodity.
• Adorno: Our artist is represented as an ideal, young, attractive female therefore she
fits in with the popular culture.
• Hebdige: My artist and the use of dark colours I have used is likely to appeal to
certain subcultures as well as the mainstream audience due to the vibes the digipak
gives out.
• Conclusion
Overall, I believe I used and developed conventions making my digipak reflective of the
alternative R&B genre as it differed from mainstream digipaks which are likely to
portray the artist in a sexual manner to promote the male gaze, engaging a larger
audience. However, my artist Is looking directly into the camera with no emotions
reflected through her facial expressions, showing eye contact on the front cover which
is just as appealing and engaging for the audience.
USING AND DEVELOPING CONVENTIONS: DIGIPAK

25. USING AND DEVELOPING CONVENTIONS:
ADVERT
After looking at existing adverts from the alternative R&B genre, I identified that dark colours and low
key lighting was evident along with the artists posing in a unique manner, with emotionless facial
expressions, portraying their values and ideologies.
• Micro elements/conventions:
- I used dark colours including purple and black supported by low key lighting = using and
developing conventions
- I used white typography which juxtaposed with the dark colours = using conventions
- The artist is looking away from the camera, not allowing the audience to understand her emotions.
This highlighting her values and beliefs which differs from mainstream values= using conventions
and developing conventions
- I included all the vital information that was necessary, allowing the audience to identify all the key
information about the key singles, download availabilities and the release date= using conventions
• Macro ideas:
- Themes: Mystery, suspense, supernatural, identity= using conventions
- Ideologies: The artist promotes her unique beliefs which is reflected through her body language and
emotionless facial expression= using conventions

26. USING AND DEVELOPING CONVENTIONS:
ADVERT
Theory
• Dyer: My artist is presented as a ‘star’ as she looks professional and well established.
Therefore, she is also presented as a commodity.
• Adorno: Our artist is represented as an ideal, young, attractive female therefore she fits
in with the popular culture.
• Hebdige: My artist is likely to appeal to certain subcultures as well as the mainstream
audience due to the vibes the digipak gives out.
Conclusion
Overall, I believe I used and developed conventions making my advert reflective of the
alternative R&B genre as it differed from mainstream adverts which are likely to portray the
artist in a sexual manner to promote the male gaze, engaging a larger audience. However,
my artist Is looking directly into the camera with no emotions reflected through her facial
expressions, showing eye contact on the front cover which is just as appealing and engaging
for the audience.

27. CONCLUSION:
Overall, throughout the process of creating and finalising my music video, I used, developed
and challenged conventions which was vital in securing ultimate success for our video. Using
and developing conventions was necessary and important in making our music video look
effective yet original, as it allowed us to make sensible decisions based on existing music video
we analysed during the research stage. We used and developed conventions associated with
micro elements, as it was important that we made our music video reflective of its genre and
conventional to the music industry. Despite, using and developing conventions, we also felt
that it was important to challenge conventions where necessary, particularly when adapting
theories to our video. For example, we identified that our artist and narrative was distinctive
rather than cliché from early on in the process and therefore, we challenged conventions by
avoiding using particular theories such as Mulvey’s male gaze, and by combining theories such
as Dyer and Hebdige who have contradicting viewpoints. Challenging conventions did not put
our music video at a disadvantage and make it unconventional, instead it allowed our music
video to gain greater success making it more efficient. When creating my ancillary products I
also used and developed conventions to make them conventional to existing digipaks and to
the alternative R&B genre, this allowed my audience to relate to them effectively.