Question 1

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

For the use of my media advanced portfolio I needed to create a music video which would compliment my chosen genre. To achieve this I had to complete various forms of research in order to meet the expectations of the viewers from the ‘Dance’ genre. Moreover, the research helped me distinguish the differences between a number of diverse music videos and what consisted within them. For my chosen genre I had to ensure that my artist’s representation came across humble and welcoming in order to meet the generic conventions of the genre. The research enabled me to identify ways in which the artist could appeal to the audience for example, costume, body language etc.

Comparable artist

David GuettaA similar artist that uses music videos in a comparable way to our artist is David Guetta. I believe he is represented in a very unique way and creates his individual spotlight throughout music videos with a great impact. Despite David Guetta hardly being seen throughout music videos he is able to have a very friendly, humble and welcoming representation of himself which appeals to the audience. He also smiles in most of the music videos.

Throughout our music video I believe we represented Dyers theory of Star Image. We ensured that we had multiple close-up shots of the artists to enhance their star image to build a better connection with the audience members in order for them to appeal to the viewers. We wanted our female artist to illustrate herself to the audience as a vulnerable, weak and emotionally wrecked character so they would feel sympathy and sorry towards her. I believe Dyers theory helped us represent this as the use of close-ups and extreme close-ups clearly showed the facial expressions of the artist. This was also beneficial when representing the male artist as he would appeal to the audience.

Cinematography

I believe editing took a huge role within our music video. Firstly, the editing enabled us to ensure that the visuals were in sync with the music. This has a larger impact on the audience as I believe it makes it more creative and stand out more. An example of this is when the music beat got really fast we ensured we matched the visuals by editing it to be fast paced which helped to make everything look extreme and get the audience in an upbeat, excited mood. Moreover, we used a lot of jump cutes and fade to help continue the narrative of the music video in a much smoother, appealing way.

Editing

Despite being able to use various locations for my music video I decided to use 2 specific locations. The first location was based in the couple’s house. I believe that this setting allows the audience to have a better insight and understanding of the couple’s relationship which allows them to have a clearer understanding of what takes places within the narrative. Moreover, I also believe that most viewers will be able to relate to this location as most couples share good times in their households as well as big arguments. The second location used was the gym which I believe is once again very relatable as a vast majority would go to the gym to take out their anger or clear out there mind.

Setting

MES: Iconography

The key piece of iconography used in my music video was to develop the generic conventions of the ‘Dance’ genre further. The key piece of iconography which was used was the artist’s headphones. I believe using headphones is conventional to the genre as the artist represents his love for the music. Also I believe it supports the idea of the narrative which makes it clearer for the audience that he is the artist. We also used headphones on another character starring within the music video to show the artists influence. Lastly, I believe this could be a form of merchandising for the headphones to support the artist.

MES: Costume/Hair/Makeup/ Body language & facial expressions

We wanted all the characters within the music video to appeal to a variety of audience members therefore we ensured that they looked very comfortable, natural and relaxed. However, our female characters hair and makeup were done throughout the video to ensure that she appeals to any male viewers and to enhance Dyers ‘Star Image’ theory. Also, I believe that is it conventional to the genre and it allowed her to look more mature. Her facial expressions were very simple and relaxed at all times. On the other hand the male character always looked very angry with a screw face to show his anger through the narrative. His body language is very stiff and firm to enhance his anger in the gym as well as the house scene. The male character was dressed in simple, comfortable gym clothes.

MES: Lighting

Our music video consists of High-key lighting as I believe it gives a clear indication of what is occurring during the scene. Moreover, the use of this lighting contributes to Dyers ‘Star Image’ theory as it allows us to enhance and highlights characters facials expressions and bring out their star image to appeal to the audience and create a bond with them. Lastly, as our music video consists mostly of narrative I believe the High-key lighting gives a better understanding of what is happening.