Our music video challenged some conventions of the genre by not including a narrative and using split screens in unconventional ways. However, it also used conventions like editing on the beat, close-ups of the artist, location changes, and voyeuristic shots. The digipak and magazine advert followed conventions by including all relevant information and promoting the artist's social media profiles.

1. In what ways does your
media product use, develop or
challenge forms and
conventions of real media
products?
By Anissia Abbott

2. Straight forward narrative
One of Goodwin’s 6 points for music videos is Genre Conventions. The genre of ‘Just Live’ is a mixture of
ballad and pop, with conventions from both of the genres. A conventional music video of the genre has a
narrative about the artist that the viewers can relate to.
Our music video: Mainstream music video from the same genre:
• Challenged convention – We decided to Kelly Clarkson – ‘Because of You’
go against the convention and challenge it • Used the convention – In Kelly Clarkson’s
by not having a narrative at all. This ‘Because of You’ there is a clear narrative
allowed the focus for the video on the story line under the song. We see a
artist and to illustrate our star persona for younger Kelly going through things as a
her and who she is. child and not wanting that to happen to
her child.
• Narrative of shots – the shots within the • Clear narrative – Allows the audience to
music video have its own story. With be able to relate to the artist more as it
different locations and times of day, it has happened to them and also the song
shows the story of the video. mean more to them.

3. Editing on the beat
Another genre convention of all music videos is editing on the beat. Every music video that is produced
has editing on the beat no matter what the genre. This allows the pace of the song to be mimicked in the
editing
Our music video: Mainstream music video from the same genre:
• Used the convention - We have used Rihanna – ‘Unfaithful’
editing on the beat in parts of our music • Used the convention - Where visuals have
video, to keep the interest of the viewer been edited on the beat, the pace of the
and to follow the convention of all music song has changed so is echoed in the
videos. visuals.
• Editing on the beat – It has brought some
fun to our music video. The shots in the
images above were edited on the beat
which looks effective and makes the
editing the same speed as the song.

4. Split screen
Editing techniques are used in every video with certain techniques in different genres. In ballad/pop
videos the editing is simple with transitions and fades.
Our music video: Mainstream music video from the same genre:
• Challenged convention - We decided to Little Mix – ‘Wings’
go against the convention of simple fades • Used the convention – In Little Mix’s
and transitions and challenge it, by having video they have used split screens and on
spilt screens and creating different shapes the beat of the song they move anti-
with them not just 4 squares. clockwise.
• Inspiration – We took inspiration from the
video ‘Wings’ to make our video more
interesting.

5. Change of costumes
Artists of the same genre wear ‘casual’, everyday clothes that viewers would wear every day.
Our music video: Mainstream music video from the same genre:
• Used the convention – in ballad music Rihanna – ‘Rude Boy’ [pop]
videos the clothing is quite clam and not &
too bold and in your face. Rihanna – Unfaithful [ballad]
• [Rude boy] used the convention – pop
music videos the costume is very minimal
and wild style.
• Challenged the convention – However, we • Star persona – shows Rihanna’s star
have also challenged the convention as in persona to be wild and out there.
many pop videos the artist is expressed
through her clothing. We have wanted to However, another song of hers ‘Unfaithful’
keep our artist low-key in clothing to go that is more of a ballad shows a
with the clam lyrics of the song. completely different view of her.
• Used the convention – simple costume
(all black) focus is on the song and what is
happening in the narrative.

6. Close ups and Extreme Close ups
Convention of pop music videos are extreme close ups and close ups of the artist, this creates the look of
the artist and the star persona of it.
Our music video: Mainstream music video from the same genre:
• Used the convention – brings across the Labrinth feat. Emeli Sande – ‘Beneath Your
emotion of the artist and of the song. Beautiful’
• Used the convention – close ups of the
artist have been used to show and bring
across the emotion of the song.

7. Change of locations
In the genre of ballad/pop, it is conventional to have many location changes. We have tried to follow this
convention with different location changes.
Our music video: Mainstream music video from the same genre:
• Used the convention – We had many Beyonce – ‘Halo’
location changes that is conventional of
the genre.
• Locations – all the locations are well
known places that everybody would know
and be able to relate to.
Used the convention – There are many
location changes including, in the bedroom
and the dance studio.

8. Voyeurism
Voyeurism is used in music videos to make us look at the artist/band in different ways. In our music
video, we have tried to use different shots to express her star persona.
Our music video: Mainstream music video from the same genre:
Used the convention – use a range of shots to Christina Aguilera ‘Beautiful’
look at the artist and the target audience
look at the artist wanting to be like her.
• Used the convention – The lyrics of the
song is saying ‘don’t look at me…’ but we
are being made with the use of the
different shots to look at them.
• Mirrors – The use of mirrors and

9. Digi-Pack
We have tried to keep the digi-pack conventional, with all the relevant information required. We went
with the 6 panel pack, that allows for 2 discs.
Our digi-pack:
• Used the convention – with 2 discs, one
with tracks and the second with special
features including behind the scene
footage of the making of the music video.
• Colour scheme – kept with our purple
colour scheme for the front and back of
the digi-pack and then colour to highlight
the artist in the middle sections

10. Magazine Advert
We kept our magazine advertt as conventional as possible, and a clear link from the advert to the digi-
pack.
Our magazine advert:
• Used the convention – Included on the
advert:
• Title
• Artist name
• Where to buy the track
• OUT NOW
• Reviews of the digi-pack
• Facebook and Twitter pages – We put our
artists Facebook and Twitter pages to
promote the artist and illustrate her star
persona.