Question 1-
Introduction
The brief for the media coursework was to construct a music
video of a maximum of 5 minutes, and to create ancillary products such as a
magazine advert and a digipak. This required us to work as a group in which I
joined up with three other group members: Jagoda Jasionowska, Dipika Sharma and
Jamie Gregory. My role within the group was to film our music video using the
equipment provided. Through doing this, I learnt how to film a variety of 3
second camera shots whilst using the tripod to keep the camera steady. I also
took the responsibility of creating the storyboards for our music video which required
me to plan the micro elements of each scene; this included the camera shots,
lighting, actors, location etc. I found this effective as the roles I took on
within the group enabled me to have a clear understanding of the story line and
what needed to be filmed. Throughout the process of filming, we encountered
problems that made it difficult to film as not everybody was free at the same
time. Due to this there was an unequal division of work between each group
member as not everyone was present whilst filming. Overall, I believe that my
group created a successful music video and ancillary products as they conform
to the codes and conventions of the pop music genre. Through prior research we
conducted, we found that conforming to the convention of the music genre is
effective in attracting the target audience therefore making our products
successful.
In what ways does your media product use, develop or challenge forms and conventions of real media products?
For my A2 media, I was asked to create a music video for my
chosen artist (James Arthur). The purpose of a music video is to appeal to an
audience as it improves the chances of the audience remembering the song, in
turn increasing the artist’s profits and success. Each music video consists of
a narrative, performance and concept based. The narrative story helps sells the
artist’s song as it gives the audience a better understanding of the meaning. A
music video also enables the target audience to build up a relationship with
the artist as the performance based section shows the artist facial expressions
conveying their emotions. This is effective as the audience are able to relate
to the artist.
When conducting research, I analysed two theories one of
them being Goodwin’s theory. Goodwin suggested that a music video should show a
relationship between the lyrics and the visuals as depending on the message of
the song, an illustrative narrative gives the audience a better understanding.
Therefore the audience are more likely to be able to relate to the song and buy
the album. Through analysing real music videos I found that this was
conventional to see within the pop music genre as well as other genres and so I
conformed to Goodwin’s theory by using the same technique. In my music video,
when the lyrics say ‘I remember years ago’ flashbacks are shown of the couple
when they were happy. I believe that this is one reason as to why my music
video successful as it provides the audience with a good understanding to what
the song is about and shows them how the relationship started off as positive and they were happy and further along the song they begin to argue and eventually break up.
My video also conforms to Dyers Star Theory, which consists
of two paradoxes: The first one being that the star must be simultaneously
ordinary so that they are relatable and extra-ordinary for the consumer. The
second paradox is that the star must be presented in the media and absent for
the consumer. Therefore when creating my music video, the artist wore casual
clothing such as jeans, and a chequered shirt. This was effective as the
audience perceived the artist to be an ordinary person rather than being
represented superior to them. This is successful as it encourages the audience
to relate to the artist as he is portrayed to be a down to earth and therefore they are able to build up a relationship, in turn they invest into the artist’s music. My music video also conforms to
the second paradox as the artist only appears in the performance element of the
music video rather than both performance and narrative. This means that he is
absent from the consumer as the audience isn't provided with a video that shows the artists day to day life and relationships. Therefore this is where the star starts of as a 'real person' and eventually gets transformed and constructed into the idealised role model.
The codes and conventions of a pop music genre consist of
the artist’s representation as being ‘ordinary’ as suggested in Dyers Star
Theory. This is evident in Demi Lovato’s music video ‘Give your heart a break’
as she is seen to be wearing a black dress with a jacket and boots. The artist
being represented as an ‘ordinary’ person prevents the audience feeling that the
artist is superior to them and makes them relatable. However through her
clothing, Demi is portrayed to be stylish, and a fashion icon in which she
appears ‘extra ordinary’ for the consumer. The audience are therefore more
likely to view her as a role model and imitate her clothing, in turn increasing
her popularity and success. Within my music video, I constructed the artist’s
representation as an ‘ordinary’ person as I felt that it would attract a
larger mainstream target audience.Through conducting prior research we discovered that our target audience will range from 14- 24. This is the most popular age group that listens to pop music videos and therefore our artist 'Callum Blake' will appeal to them. This artist is seen to be wearing jeans and
a shirt; however in the white cliffs of Dover the artist wore a Super dry
jacket. This is effective as the artist promotes other designer clothing
connoting his wealth as status. This makes him appear extra ordinary for the
consumer showing that my music video conformed to Dyers Star theory. In turn this means that my music video also conforms
to the codes and conventions of a pop music videos as the artist is seen to be an 'Ordinary' person with a down to earth, friendly personality however through micro elements such as clothing, he then transforms into the audiences role model in which they aspire to be him.
Another convention to the pop music genre is a narrative
story of a relationship breakup. This is also evident within Demi Lovato’s
music video in which she is seen to have broken up with her boyfriend and is
reminiscing over the happy memories they once shared. Mise-en-scene within a pop music video is
significant as the different elements all have various connotations. Within a
pop music video it is conventional to see the artist performing in an isolated
location as it connotes their importance. This was evident in James Morrison’s
music video ‘Broken strings’ where the artist was seen to be singing in an
empty hotel room. This is effective as it makes the artist the audience’s main
focal point and detracts their attention from the location. Within my music
video I conformed to these codes and conventions as I filmed the artist
performing in the White Cliff of Dover showing that the artist is isolated and
vulnerable due to the relationship ending. r Close up camera shots were used to show the artist singing the song in
which his emotions were conveyed. Therefore the audience sympathise with the
artist and build a relationship with him. Due to this my music video conforms
to the stereotypical conventions of a pop music video.
Another convention to a pop music video is that artificial
lighting is used. This is usually created to enhance the artist’s appearance
making them appear in the best possible light. This technique is commonly used
in pop music videos when the artist is seen to be performing in which the
lighting changes parallel to the beat of the song. This is effective as it
creates a continuous flow throughout the video and makes the artist stand out
from other people or other mise-en-scene elements such as location. An example
of this is in Justin Timberlake’s music video ‘what goes around’. The artist is
seen to be performing in front of an audience with backing dancers in which a
spot light is used to make him stand out.
This further connotes the artist’s importance and focuses the audience’s
attention on him and his performance. This is something that my group
considered when filming the music video as we filmed Jamie performing in a
drama room with only a spotlight focusing on him. Therefore this prevents the
audience from getting distracted by the location and encourages them to build
up a relationship with the artist by looking at his facial expressions. At the
beginning of the music video, the lights are seen to gradually brighten as the
lyrics begin to start. This is an additional example as to how my music video
conforms to Goodwin’s theory as there is a relationship between the music and
visuals. Overall my music video conformed to the codes and conventions of a pop
music video in order to attract the mainstream target audience and to make it a
success. 
Your analysis of question 1, demonstrates a proficient understanding of how your music video follows the codes and conventions of the pop music genre. The still images that you have included, also helps to illustrate the points that you have made well.
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