IN WHAT WAYS DOES YOUR MEDIA PRODUCT

USE, DEVELOP OR CHALLENGE FORMS

AND CONVENTIONS OF REAL MEDIA PRODUCTS?

Goodwin’s analysis based on Codes and conventions of a Pop music video

By looking at few music video of pop genre on YouTube we were able to spot the usual conventions by identifying the mise-en-scene. Locations were not the main focus for most of the time as most Pop music video were shot in a green room and mainly used effects such as flashing and took priority over the artist appearance by giving the main role throughout the music video the camera where most like to follow them through long shot, close up, zoom, tracking, panning. Most Pop music video will would have a dance number whereby the artist will join in with the choreography by having back up dancers behind them. The lighting were almost always bright with minimal use of dark light, however some Pop music video did have a dark light at the beginning of the their video to introduce the artist, the light did increase in time. Most Pop artist will wear very bright coloured costumes and female pop artist were mostly dressed in provocative ways. The music was always upbeat with the use of drums, keyboards and string. This gave us an idea of how our music should look like; through editing we were able to create a bright atmosphere as well professional looking effects.

Through Andre Goodwin’s analysis of music video, a music video demonstrates genre characteristics through stage performance and dance routine. He also states that the there should be a relationship between lyrics and visuals as well as between music and visuals.

As soon as we heard the song by the artist and learning a bit about him through artist research we decided the song fits best in Pop genre as the song sound upbeat and could easily be transformed to a Pop music video.

Use and Develop… Music video

The use of long shot is a favourable convention of many music videos as it shows of the surroundings around the artist and it lets the audience know where the music video has been shot. We used this idea on our music video by filming in an area that our audience would recognise.

We used the idea of using tracking on one of our scenes this allowed the audience to follow the action and let the artist take them around the ‘set’. This will help the audience to connect with the artist.

Ed Sheeran- Lego house

This music video a very similar narrative to our music video as throughout the music video the male protagonist wanted to gain the girls’ attention as you can see both the male protagonist were getting rejected. We used this convention in our music video as both the lyrics are based around love.

We developed on the idea of instead of conforming to the convention of having artist and the female argue in a lively, public area we filmed the scene in a secluded area as we wanted them to be the main focus during the scene.

Justin Bieber - Baby

Ed Sheeran – A Team

In this music video there’s a low angle shot of a girl reaching her arm out to the world as she’s gazing up to the sky. This indicates that she was superiority over the world. The were also many usage of close ups and zoom through out the music video. This was used to take away focus of her surroundings. These type of shots are commonly used in many music videos .

We used this idea of having a low angle shot as this represented our artist as a superior being just like the Ed Sheeran music video who also used this type of camera work.

Use and Develop… AdvertAs you can see both advert has both the name of the artist and the date of the release date of the album.

I got the idea of including the CD of the album to let the audience know how it looks like so when they go to purchase it they’ll know which one it is.

Both the advert defocused the background to make the artist stand out and look more rounded

On my advert I included more details such as shops and sites that the audience can purchase the album

This advert has a very distinct colour scheme which is red as its consistent through out the advert. Whereas I tried not to stick with one colour but took advantage of the colour on the hat; this flattered the artist face as it looks more rounded and light as the hat is of bright colours

Use and Develop… CD coverI believe that my CD cover meet most of the codes and conventions of a typical Pop CD.

All these CD covers have the texts at a top corner next to the artist’s face, indicating that the text associated with the picture i.e. artist name and the name of the album or single was both there. I used this convention on my CD as the layout and positioning of the texts appealed to me thereby I feel that it would also appeal to my target audience.

I used this type of convention of having the background out of focus as this made the artist, picture stand out. I developed on this idea by making the background black and white and have the artist and texts in colour.

I used this type of convention by using a fancy text style to appeal to the audience as they want to see something fresh and urban as this will indicate that artist is the same; a modern, young, urban male.

Challenges… Music VideoAs a group we decided to go with a different approach with music video and challenge some of the code and conventions of a pop.

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Some element of our music video challenges the pop genre convention as our artist is not wearing a flashy, bright costume and accessories as well as colourful lighting. These type of conventions would appeal to a younger audience as it looks fashionable and eye-catching. We did try to make use of this conventions through editing by adding effects that would appeal to our younger audience.

The actress in our music video challenges some of the elements of a pop genre but not dressing up in provocative ways, as you can see she’s dressed up in a modest way. The idea behind this is that we wanted her to set an example for teenage girls (target audience) that you should not dress proactively to gain attention.

Challenges… CD Cover

My products

As you can see this CD cover is very colourful with the consistent use of bright primary colours that compliments the artist. You can make an assumption that it targets teenage girls due to the title of the CD. These are the basic conventions of a Pop CD cover.

However, my CD cover challenges this convention by not using as much primary colours instead I made use of neutral colours such as black and white with some element of primary colours on the clothes.

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The reason for this is; is that I wanted the artist to be the main focus by making the audience pay very little attention to the background and focus their eyes on the artist and the texts. This will ultimately grab their attention as the only colour present are on the artist and texts, as a result they will have no choice but to look at the artist and read the texts.

Challenges… AdvertAs you can see the texts are positioned differently.

The picture are of many different size and how they are positioned are different as my advert solely focuses on the artist face and texts; showing the consumers the importance of the information that they are presented with.

Here are some music advert from Pop artists, I’m going to look at the different codes and conventions in each advert and identify how my advert challenges some of their conventions.

I showed the importance of my artist by having him positioned on the centre of the advert; indicating the importance of the artist, I also showed this by having the texts surround him. Whereas the other advert had positioned the artist at a corner of the advert and by exaggerating its texts by having bright and bold lettering. Whereas I tried to keep mine simple with minimal texts styles.

This advert does not show the audience a picture of the artist as she’s very well known. The advert shows that by just the mention of her name the audience will already know who she is as she reached the at a point of her career of being successful and an international pop star, however, my artist has not reached that point yet which is why both a picture of him and the name is given away on the advert

I used minimal effects on my advert as I wanted to keep it simple. However, some of these advert took advantage of their advert and used effects to their full potential.