1. 1. In what ways does your media product use, develop or challenge forms and conventions of real media products? By Esther Soledolu
2. 2. In the beginning of the project I need to make sure that my music video follows the codes and convention's of my chosen genre which is RnB. In my music video I made sure that I followed the codes and convection's of my genre and follow Andre Goodwin's Theory which is : 1. Relationship between lyrics and visuals 2. Relationship between music and visuals 3. Demonstrate genre characteristics 4. Reference to notion looking 5. Intertextual reference 6. Voyeuristic to the female body 7.
3. 3. The genre of my music video is RnB and the song is titled Me Myself And I. For the convention's of an RnB music video I used costume. Janelle is dressed sophistically and is glammed up in the beginning and middle of the music video.
4. 4. Furthermore, I also use props as part of my convention. I used Janelles boyfriends unwanted clothes and burned them. To indicate to the audience that she is angry that he cheated on her. This is also an intertextual reference to Kanye Wests music video Flashing Lights, as the model in the video also burns Kanyes clothes.
5. 5. There was also a relationship between the music and the visuals and that was established through the pace of the music video. I have slowed some of the scenes in FinalCutPro to address to the audience the feelings of Janelle as she is sad and emotionally unstable. In addition, I have de-saturated the whole music video to highlight the theme of the music video.
6. 6. In my music video I have demonstrated genre characteristics. In RnB music videos there are a lot of performance scenes, which I have included in my music video. Some of my performance scenes are done in a studio as a lot of RnB music videos are studio based which also add to the conventions. I have also included mid shots and close ups of the artist as her image is very important.
7. 7. Performance Scenes Close Ups
8. 8. When researching the codes and conventions of RnB music, I started creating an artist profile of my target audience. The artists that inspired me were Jazmine Sullivan , Beyonc, Monica . After creating my audience profile I decided to change the name of my artist to Janelle Scott as it is easy to remember ,pleasant name and which reflects her personality and how the audience will view her. I decided to have her name sound similar to other RnB artists so that she will be relevant and easy to recognise. My target audience is females aged between 14- 25.
9. 9. The concept of my music video is to tell a story of a girl who has been cheated on by her boyfriend and how se deals with it. My music video expresses this through a clear narrative which is about Janelle reflecting back on the good times with her boyfriend through the use of the home videos. She then spies on him and sees him cheating, she then take his clothes an burns his closed and there picture. This narrative is shown throughout the music video, there are many scene of her showing her emotions and feelings in between her performance. By having this, it makes my music video more interesting and appealing .For the music video to engage with the audience , I made sure that a such a series of different location shots, costume, make-up to express theme of the song. In the RnB music genre costume and location is very important in its conventions and I made sure that I followed this convention. Furthermore, there is also a sense of voyeurism in the music video, in the first part of the video the artist is wearing a short dress which the audience may perceive the artist as a sex object , which may draw them away form the narrative of the music video.
10. 10. Overall, I think that my music video was successful due to it highlighting the RnB genre and not contradicting the codes and conventions of RnB but following it. I reflect the hegemonic values and convention by following Goodwins analysis of music videos as well as the RnB genre.