In what ways does your media product use, develop or challenge forms and conventions of real media products?

This task requires you to compare the outcomes of your research of similar media products with the outcome of your groups finished production. Goodwin key music video Using Your Research Findings Your Production Use, Develop or Challenge conventions note/ bullet point typical generic conventions Genre characteristics Strong use of Stuck to the conventional use of performance videos because (e.g. stage performance performance videos in performance sells the artist and their talents directly and this type of in metal video, dance the British Hip Hop rap video is used for artists who have meaning and good lyrics to convey routine for boy/girl band)genre. (USE) Usually performance Kind of used the concept video convention but a little bit less so than and concept the performance aspect (USE) Use of the idea of a Performance type videos help sell the artist and are more about the journey/ walking. music, which I found was an important trait in the British rap scene this is why I decided to use this particular convention (USE) Used the idea of a journey in the main idea for the video, because the song is about his journey up until this point and his life story so it only seemed appropriate that the video was laid out like a journeywith train stations and different locations within the city, and lots of walking. Wanted to use this because he seemed wholly appropriate for the song because of what its about, Relationship between lyrics Found a convention Followed conventions of no relationship between lyrics and visuals and visuals of no relationship because the lyrics are quite abstract and deep and I think having (either illustrative, amplifying, between the lyrics every other lyric being displayed on screen in a literal sense would contradicting and the visuals have made the video look cheesy and also would have detracted In videos where there from the music (USE) was relationship, it But also used lightly contradicting visuals on occasion for instance wasnt overly used there is a line in the song where he says tryna paint a picture with the and 4 times out of 5 it whole view and in this shot there is an extreme close up of the artistwas either lightly which is clearly not the whole view that he was talking about in the amplifying or song. This was an artistic use of the camera and was intended to illustrating. switch up the use of the camera and all the angles I was using (CHALLENGE) Sometimes used lightly amplifying visuals too I.E. at the point where he says Ill put life on hold he stops walking and the camera stops moving for the couple of seconds that he is saying that line. This is because I wanted the lyrics that both the artist- and I- thought were

Relationship between music and visuals (either illustrative, amplifying, contradicting).

Found that the video was usually on time with the drums. But where the drums werent present it then was cut on the bass or the melody- but probably 3 out of the 5 videos I looked at were cut on drums alone and the other two were bass and drums Record labels demand lots of close up of the artist in order to help sell the artist. I found that in all the videos I looked at, there was strong use of close ups.

the best to be amplified in their meaning to help convey the proper meaning of the song (USE) I used this convention because it was the easiest way to cut the video and keep it at a regular cutting rhythm, however I used the artists rapping to cut my video when the drums had stopped because this helped to amplify the meaning of the lyrics a bit more and I feel that the artist I made the video for is very much about his lyrics, their meaning, and intelligent wordplay. (USE & CONTRADICT)

Demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. (a visual style).

I have (or tried) to include lots of close ups in my video because I recognised that it has an important function within the music video, it helps to break up the video, adds variety to the video- because you can film a close up from lots of different angles and every angle will make it look like a different shot- this means that your video wont just be one long take and would give your video watchability, which is important for a music video to have. (USE)

Notions of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

Out of the videos I looked at, none of them had voyeuristic treatment of the female body And there was a particularly strong use of the notion of looking in most of them- whether it was someones life, their journey, and their daily routine.

As with the rest of the conventions I have explored I stuck to this one in pretty much the same way, I had no voyeuristic treatment of the female body as I felt it would have undermined the seriousness and meaning of the song. (USE) I also stuck to the notion of looking in on someones life and their journey because the song is about his life story and his journey up until this point so I felt it was necessary to reflect that in the way I constructed the narrative and how I filmed it, the whole video is like a journey- he starts in one place, is walking for pretty much all of the video, goes to a train station, and at he end of the song he is in different place to where he started.

Intertextual reference (to films, TV programmes, other music videos etc.).

I found no overt intertextual references in the videos I looked at- although this doesnt mean to say there werent loads that I didnt recognise because of my young age.

Once again I decided to stick with the conventions that I came across during my research, because intertextual references would have clouded the seriousness of the song. (USE)

Technical Directions Artist/bands / actors positioning, movements, gestures, pose and mode of address etc.

Artist was always in the centre of the screen If they werent in the centre of the shot

Followed these conventions too, my artist was nearly always in the centre of the shot- this is due to the fact that there are no other artists or actors in the video, and so the artist doesnt need to be anywhere other than in the centre of the shot. Occasionally the artist was in the rule of three, and this was purely to

then they were in the lines laid out by the rule of three Editing directions (Match cuts, jump cut, reverse shots cutting rhythm etc.) Found a strong use of matched cuts and jump cuts In 4 out of 5 videos, matched cutting was used during the song and jump cutting was used to initiate a change in location or costume and was also used after a long stint with matched cuts- to provide variety of editing techniques. Half of the videos I watched were set exclusively in the day, or in very light conditions Not very many were set at night

add variety and in a few cases it helped amplify/contradict/illustrate the meaning of the lyrics. (DEVELOP) Position on the screen was an important factor in relationship between the lyrics and the visuals. I used a lot of jump cuts, more jump cuts than matched cuts- I feel the use of jump cuts had more artistic value than matched cuts- if you use matched cuts you run the risk of making your music video into a film. But with jump cuts you never stay on the same shot for more than a couple of seconds and this can be hard for the viewer because it has the potential to create confusion.

Selection of mise-en-scne including colour, figure, pops, lighting, objects, costume, location and setting and use of crowds/dancers etc.

I decided to set the film at night because the city lights that are only on at nighttime help to create a really atmospheric light which was useful in helping to convey the meaning. The decision to set the video at night was something that I had made when I first heard the song and decided I wanted to do a music video for it, it seems to lend itself to that kind of setting and im not too sure what it is.(CHALLENGE) I had intended for the whole video to be in black and white when I was drafting the first treatment, but this became nearly impossible to do because the light was so unpredictable, and we ended up with some grainy shots which would have been impossible to watch in black and white

Framing of Shot CU, MLS, ELS etc.)

Heavy use of medium shots Also lots of close ups (as discussed in the Demands of The Record Label section.