The document discusses research conducted on music video conventions and designs for a music video, digipak, and advertisement. It summarizes conventions found in examples by Katy B, Jessie J, Rihanna, and past student work. For their own music video for "Love You So", digipak, and advertisement, the document discusses how they followed conventions like everyday locations, costumes, and synergy across materials, while also challenging some conventions. Key influences included editing to the beat, breaking the fourth wall, and not following the "male gaze".

2. I researched Katy B’s video to ‘Lights On’ as
my video was in the same genre as hers;
R&B and Hip Hop. Katy follows the
conventions of a music video. She uses
everyday locations; an ally and a club. She
also used extras as dancers and has catchy
lyrics etc.
Before making any decisions about my music video,
I researched the conventions;
• There are three types of music videos;
Amplification, Illustration and Disjuncture
• In a pop video there is dancing
• The video follows a verse, chorus structure
• There can be effects such as; wiped, fast and
slow motion etc
• A performance
• Everyday locations
• Good costumes
• Catchy lyrics
• To be entertained
• You expect to see the artist/ band
I researched Jessie J’s video to
‘Domino’. Jessie follows the
conventions of a music video
really well. I really liked her use
of costume and even though her
video was shot in a studio the
different colored costumes and
backdrops helped take the
attention away from it.
For my music video ‘Love you So’, I followed the conventions
of a music video;
• We followed a mostly Amplification style however did
have some bits of illustration
• The artist was featured
• We followed a verse chorus structure
• We used everyday locations
• There was a variety of good costumes
• We used some effects such a fast and slow motion and
blurring
• Ariella entertained and gave a good performance

3. Before designing my digipak, I researched the
conventions and found out;
• There must be a barcode and record label
• The artists name is normally bigger than the album
name
• It is common to use more than one font
• A lot of real artists use close ups or mid shots for
the front cover
I looked at Nicole Scherzinger’s Digipak for her album • The song list goes on the back cover
‘killer love’. Nicole follows the conventions for a
• The number code goes on the spine of the cover
DigiPak and inspired me to use a close up shot of
• The inside panels have more pictures of the artist
Ariella on my front cover.
• The artists name and album name is on the CD
• Synergy must be consistent through the outside
and inside panels
I also looked at Rihanna’s DigiPak for her
album ‘Loud’. Rihanna mostly follows the
conventions for a DigiPak; I really like her
use of synergy through the colour red.
However, Rihanna also challenges the
conventions as she has her album name in
a bigger font than her name.
For my own DigiPak, I followed the
conventions;
• I used a close up beauty shot of Ariella’s face
on the front cover
• ‘Ariella’ is in a bigger font the the album
name
• I have used two font styles
• I have the number code on the spine of the
cover
• I have a barcode, record label and copyright
text on the back cover
• A song list
• On the inside panels I have more images of
the Ariella
• The artists name and album name is on the
CD
• Synergy is consistent throughout with the
brick wall and the colour red
Outside Panels
Inside Panels

4. Before designing my advertisement, I
researched the conventions and found out;
•
That there is a release date
•
A lot of female artists have an image on
themselves on it instead of the digipak
cover
•
There are some reviews from magazines
•
There is information about where it can
be bought/downloaded
•
There is a website for the artist
•
The artists name is again, like the digipak
usually bigger than the album name
•
There is consistent synergy through the
DigiPak and Advertisement
•
There is sometimes an image of the
DigiPak cover
I also researched a previous students
Advertisement. The artist ‘Y. Shocker’
for his album ‘Lure of My Memories’.
‘Y. Shocker’ follows the conventions of
an Advertisement and also has
consistent synergy throughout his
advertisement and digipak by keeping
to the colour scheme of grey.
I researched Rihanna’s
Advertisement for her DigiPak
album ‘Loud’. Rihanna
followed the conventions of
an Advertisement and has
consistent synergy
throughout by using the
colour red.
For my own advertisement, I both followed
and challenged the conventions;
• ‘Ariella’ is in a bigger font than the album
name
• There are magazine reviews
• I have listed the places where the
audience can buy/download the album
• I have the artists website
• I have consistent synergy by putting in an
image of a rose that links in with my
digipak
• Unlike most female artists, I didn’t have a
picture of Ariella, instead I just used the
digipak front cover. I chose to do this as I
wanted people to remember what the
cover looks like so it would be easily
recognized.

5. While we were planning our music video,
Vernallis’s theory was very important to us;
•
We realised after lots of research that
editing to the beat is a key factor in
engaging and entertaining the audience.
•
As a result of this my music video has a
rhythmic base closely connected to the
song, and the editing to the beat is
consistent throughout the verses.
•
One part of the music video where we
really wanted the edit to be obvious was at
the end of the bridge before the last chorus.
•
The firework lighting effect reflects the
drum sound that is built up through the
bridge of the song.
My music video followed Goodwin’s theory;
•
We broke the 4th wall
•
The artist was the narrator/participant/character
•
We tried to challenge the ‘male gaze’ but didn’t succeed as
much as we would have liked to as my artist was still styled
accordingly.
•
My music video is mostly amplification, however there is a
section of illustration (when the artist smells the rose
whilst we here her sing “inhaling the scent of my loves
prevail”.
•
I also decided to use Godwin’s theory for my Digipak; the
picture I have chosen to use for my front cover follows the
theory of breaking the 4th wall. I decided to do this as I
thought it was more powerful and helps to connect with
the audience more.
Illustration
Breaking the
4th wall
Being styled
accordingly
Breaking the
4th wall
(DigiPak out
side panels
The firework
lighting effect

6. •
•
•
•
•
•
Initially, we decided against the ‘male gaze’ in
our music video since Ariella’s main audience
are teenage girls and we wanted Ariella to be
a role model for them.
We made sure there were no shots that
dismembered Ariella.
However, we did style Ariella accordingly,
which we initially didn’t want to do. This is
most obvious in the skate park scene when
Ariella is wearing tight clothing and high
heels.
I have learnt that it is very hard to deflect
from the ‘male gaze’ in the music industry.
We chose to use the recognisable colour red
to be our motif throughout the video. This is
displayed through Ariella’s red nail vanish,
lipstick, the red rose and the top Ariella wears
in the beginning of the video.
I also incorporated the colour red in my
DigiPak and advertisement; I had Ariella wear
red lipstick and I used red roses.
"In a world ordered by sexual imbalance, pleasure in looking
has been split between active/male and passive/female. The
determining male gaze projects its fantasy onto the female
figure which is styled accordingly"

7. Jessie J- Domino
Jessie J’s video to ‘Domino’ really inspired me and gave me some
great ideas for my music video.
• I liked the glamorous look Jessie portrayed in her first costume;
which gave me the idea for Ariella’s costume in the skate park.
• Jessie’s only location in this video is a studio, however your
attention is taken away from this by her eye catching costumes
and variety of colours; this gave me the idea to use the skate park
as a location as the graffiti on the walls is very colourful and
stands out.
• Lastly I really liked how Jessie layered and merged her shots
together to make it look transparent; this gave me the idea to do
that in our music video.
Jessie’s glamorous look
also influenced the photo
shoot for my DigiPak
photos; I wanted Ariella
to be in black as it
portrays a sophisticated
yet fierce look.

8. Rita Ora- Shine
ya light
Rita Ora’s video to ‘Shine ya light’ also really inspired me;
•
I really liked the close up shots on Rita’s face and
gave me the the idea to do the same for Ariella, by
doing this I was able to capture Ariella’s facial
expressions really well.
•
I liked the tracking shot used when Rita is walking
down the street, this gave me the idea to track
Ariella walking down the peer.
•
I really like the blurred effect Rita Ora used toward
the end of her video, this gave me the idea to do the
same in our video at the beginning; Ariella’s feet are
at first blurred and then come into focus, just like in
Rita Ora’s video.
•
I also liked Rita’s costumes throughout her video; I
especially liked the black costume she wore, which
again gave me the idea for Ariellla to wear all black
in the skate park scene.
•
The red lipstick as it stood out, leading me to do the
same for Ariella.
The tracking
shot.