Evaluation _ Question 1

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


I was asked to create a music video for an artist and genre of my choice. In addition to that I was asked to create an Album Advert as well as a Digipack that follows the codes and conventions of our chosen genre. My group consisted of three people including myself Rhiann, and Nadia. We all shared our roles within the group as we all were responsible for researching, designing, producing and editing and creating the final product. Working in a group taught me how to corporate with people within a team. It also taught me to respect each other’s ideas in a group and negotiate with them. We researched into different music genres such as dance, house, pop, rap, R&B and choose to follow pop as that was one genre that was popular between me and my group members as we all liked listening to pop music and knew more about it. We researched into different female artists as well as the female artists me and my group members liked. After many group meetings my group members and I decided to create a ‘Leona Lewis’ music video as she has a unique style of music where she does a mixture of upbeat and low beat songs. Leona Lewis’s songs are usually slow and based around relationships and breakups. One of her popular song is ‘bleeding love’ which is slow and is about heartbreak. However I wanted to create a music video for a song that is upbeat. After researching into different songs by Leona Lewis and we came across ‘Glassheart’ which is from Leona Lewis’s new Album Glassheart. This song is very upbeat and has a catchy chorus. This song by Leona Lewis will allow me to make a music video that is different to what leona lewi's usual songs are like. This song has no music video which allowed us to re-invent Leona Lewi's style of music videos.

 

 A music video is a type of short film; they are created to promote the music recordings of different artists. At the same time many artists create music videos only for artistic purposes. There are various different styles of music videos and these include Narrative, Performance and Concept based. A music video is made by using different types of editing techniques which include special effects, CGI, jump cuts and straight cuts etc. A music video is a mixture of dancing, singing it gives the artist a chance to show off her style. The purpose of a music video is to represent an artist or a group it is made to make the audience remember a song through the editing, costume, dance or lyrics of the song. For example in Justin Timberlake’s music video ‘Mirrors’ the style of music video is narrative as the audience see a narrative of a couple of how they met to their lives at present time. This story relates with the audience as the audience relates to the couple’s life story. We also see Justin Timberlake dancing and singing to the camera and in the background the audience see’s huge mirrors which relates to the fact that the song is called ‘mirrors’. In many points of the music video the audience see the use of ‘mirrors’ to symbolise the couple’s love. 

The genre my group and I  choose to do was the pop music genre. This genre has many codes and conventions to it. One convention is that in a pop music video the artists are seen excited and loving life. The main concepts of pop music videos are usually based around love and relationships. The pop genre is usually shown through the artists dress and the setting in the music video. Pop music genre is known to follow trends compared to other genres or artists that create something different and unique. Pop songs usually have verse-chorus-verse structure and it is made with catchy chorus as it stays in peoples mind. Artists in pop music videos are represented in a very sexual way for e.g. in Rhiana’s music video ‘S&M’ she is wearing provocative clothing and is associating with inappropriate stuff. Hair and makeup plays a major role in pop music videos. In Katy Perry’s music video ‘E.T’ Katy Perry is seen wearing rage of different types of wigs aswell as her makeup is very bright which symbolizes the theme of her music video extra terrestrial.The hairstyles and makeup used in Katy Perry's video are very innovative and attractive. 

How does the music video that I have created follow the conventions of a pop music video

My finished music video has followed the codes and conventions of a pop music genre as the artist in the music video is wearing bright clothing’s; these clothes are very ‘girly’ and ‘fashionable’. These include sparkly , colorful dresses. The images on the left are some of the dresses that the artist wore in the music video. The music video is based on the concept of heart break and broken relationship. This is seen through the music video as we see the artist having a good time with eachother however that is contrasted with them having misunderstanding and the artist getting angry and breaking 'glasshearts' which relates to the chorus of the song which is 'break another glassheart'. This is stereotypical as a pop music video usually follows verse to chorus structure and this what my music video follows aswell.
The music video uses bright colours throughout and attractive locations. The image on the left shows the various different locations that were used to film the music video. This is very conventional to the pop genre as pop music videos are popular of using different locations to add to the meaning behind the narrative. We used spot lights on the artist to make it look bright and used sparkly bright colored clothes to make her look attractive which is stereotypical of pop music videos as artists are seen dressed glamorously and singing to the camera.

 The aim of this music video is to show that she is heartbroken however she doesn’t let it affect her as she is dressed like she doesn’t care. This is evident in many pop music video where females have experienced breakups and heartbreaks but they dress and sing and act as if it doesn't affect them. The image on the left is taken from leona Lewis's popular song 'bleeding love'. This image shows she is dressed ina sequence dress and looks very glamorous while singing about loosing her love however she doesn't let if affect her.

In  The album advert has bright colours and similar colours that are used throughout the music video which is common in a pop music video. The font that I used in the album advert was bold and pink which is a colour that is associated with girls.  My group and I  also created a digipack that consisted of 6 slides; these slides included a front cover, back cover, welcome note, CD and two images of the artist. The digipack that I created was consistent with the album advert and the music video. The digipack consisted the similar colours and props throughout. The three main conventions we followed were colours  costume and location as they are a major part of a pop music genre. 

Pop music video are usually based on the concept of 'love' 'relationships' and 'breakups. My music video follows the same concept of love and breakup throughout. The theme of 'love' is shown through the use of 'iconography' which is used to symbolise the love between the artist and the guy and also used to show their breakup. The music video uses range of hearts with different sizes, love signs, heart shaped pillows this is used to show the theme of love. The colours of the hearts are very conventional as we used red, pink and silver coloured heart to make the music video and ancillary products consistent.




How does the music video that I have created challenge the conventions of a pop music video

Po music videos are known for dance routines. Pop music videos have the artist singing and dancing at the same time. However, our music video didn't have any dance routines as I felt that it didn't go well with the concept of my music video. The high beat part of the song would typically have a dance routine however our music video had fast paced editing where one clip was followed by the other. This went well with the beat of the song. The clips including clips with various coloured tints and smashing of different shaped glasshearts.

How does the music video that I have created Adapts the conventions of a pop music video

My music video was very conventional to the pop genre and followed the basic conventions of the pop genre. However I changed some of the conventions so it follows the conventions however at the same time challenges it. Pop music videos are known to have artists with provocative clothing and they are very glamorous. In my music video the artist is wearing glamorous clothing this included sequence and bright coloured clothing however the costume wasn't provocative or figure hugging dress.