IN WHAT WAYS DOES YOUR MEDIA

PRODUCT USE, DEVELOP OR

CHALLENGE FORMS AND CONVENTIONS

OF REAL MEDIA PRODUCTS?

SAFIYA VALU

RESEARCH & PLANNING AIMS

Before creating our music video we did some research into the artist’s genre of music videos. [Female R&B]. This was so we could see what the typical conventions was so we could apply it to our own video. That way the audience would be able to recognise the product for what it is. We decided to go With the Female artist ‘Cassie’ and her most known hit ‘Me & U’. I also did some further research for my CD and magazine advert, this also gave me an insight of what to include and how I should stick to the conventions.

We also carried out questionnaires to our audience to see what they wanted in a music video. After contacting the record label and devising a treatment and storyboard we was able to start filming and editing. I then started on My CD DigiPak and advert.

NARRATIVE THEORIES The concepts and theories definitely influenced the type of theories I

wanted my music video to have. I decided that I wanted more of a performance then a Narrative. One theorist who conformed to this was Andrew Goodwin. Some of the elements he talked about is what I used and stuck to the conventions, for example:

The demands of the record label will include the need for lots of close ups of the artists .The best way for record labels to sell their artists, particularly with females, is to show them regularly throughout the video. We did this in our music video with the close-up of her lips, facial expressions, designer clothes and jewellery. This way the audience will buy into her luxury lifestyle and see it as a form of media consumption where if the artist wears ‘Timberlands’ then the audience will go out and buy a pair the next day.

There is frequently reference to notion of looking. Goodwin noticed that artists often looked into the camera to give a direct approach. This gives the feel of the artist singing to us, the audience. An example of this is when the artist is looking straight towards us, implying that she wants all eyes on her.

Beyonce- Love on topPerformance based R&B music video

WAYS IN WHICH OUR MUSIC VIDEO CONFORMED CONVENTIONS OF REAL MEDIA PRODUCTS

Most female R&B singers are presented to the audience to idolise and desire them, and therefore buy their music. The way in which the singer is portrayed is very important; she is usually objectified so that the audience will be attracted to, as well as envy, them and make sure the album cover and poster has a second look factor that draws the audience to the product.

I think therefore I have conformed to this convention in my music video. For example my artist cares about her appearance in looking glamorous and wearing designer jewellery. This suggests that she is wealthy and able to afford these items. The red lips in the music video suggest a sultry look that attracts the male audience as well. The use of the artist wearing sunglasses and black leather boots and a leather jacket emphasises that she is sophisticated and her own independent woman.

Another way which we have conformed to the conventions of real life R&B music videos, is the use of glamorous locations. In R&B videos they are set in exclusive locations such as beaches, mansions and clubs. This is a common feature as it represents the lifestyle of the artist.

I stuck to this convention in my music video. Whilst planning my treatment we wanted to set some of the scenes in the actresses front driveway, as well as shooting bits of the video in the hired house where we also managed to hire the Lamborghini. This was a good way of presenting the lifestyle that Cassie lives. It suggests she is very materialistic especially the use of using two cars, shows she has a very versatile taste. The front driveway shows the gates, large pillars, alongside the pebbled floor suggesting that the artist lives in quite a wealthy area. This will attract the audience also as it gives them a indication of the lifestyle of the rich and famous and aspire them to have a nice car and home.

Rihanna-Take a bow. This follows the conventions of the artist having a nice car.

Ashanti ft Lloyd- south side. Example of a big house used.

Another way in which we have stuck to conventions of a real life music video is the use of bedroom culture. Females in music videos are often presented in the bedroom, showing how girls spend most of their time in getting ready or suggesting that it is a place of comfort, where they can hide all their worries. in this case, Cassie is telling us that her bedroom represents the place where her and her lover could spend time together.

WAYS IN WHICH OUR MUSIC VIDEO CHALLENGED THE CONVENTIONS OF REAL LIFE MEDIA PRODUCTS

In a typical R&B video there is always the females love interest represented. We went against this convention as we mainly wanted the video to be all about Cassie herself. This leaves the audience questioning who the guy could be.

Another convention we went against was the use of having a happy ending which links to the interest of the guy. In the end of the music video cassie is smiling and laughing to herself suggesting that she is cheeky. This shows the audience what type of character she is, we applied this from cassies’ video Long way 2 go’ and adapted it into ours.

These two music videos show the profound love interest. Follows conventions