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Rosa Rogerson, A2 Media. Advanced Portfolio Evaluation Question 1.

“In what ways does your media product use, develop or challenge forms and conventions of real media products” USE I used a common convention of filming in a studio in my music video; similar videos include Jessie J - Wild and Ben Pearce – What I Might Do. I created a similar set up of these music videos with the camera stood directly in front of a white screen and positioned my artist directly between the screen and the camera, I made sure my artist made eye contact and acted directly towards the camera to create a personal feel, that the artist is communicating with the audience and is fully aware of the cameras presence. Another convention which I used throughout all three of my media products is font. Taking lots of inspiration from the Blurred Lines video by Robin Thicke, I chose to make my font very large, bold and simple. As with the ‘Blurred Lines’ video the font becomes part of the artists motif, especially in this case of the use of a hashtag. I didn’t fully use it to this extent though as I felt that a hashtag wasn’t appropriate for my artist in terms of popularity and connection with her audience. I similarly used conventions for use in my ancillary/auxiliary products in terms of layout. I added a barcode on the back of my digipak which provides ease when purchasing, this is now commonly found on nearly every product, both media and not because of the increase in technology in sales, because of this I thought it would be important to include this even if I am not actually selling the product. I also added contact information of a twitter account and website where you can find out more about the artists music. This is something I picked up on a lot from analysing adverts and digipak’s as it keeps the


Rosa Rogerson, A2 Media. Advanced Portfolio Evaluation Question 1.

communication strong between the artist and the audience so they can always be updated.

Although I didn’t intend to, a part of my music video contains elements of pastiche, which is very common in music videos, an example being the recent video by Iggy Azalea ft. Charlie XCX – Fancy where the video constantly uses intertextuality to reference the film ‘Clueless’ from setting to costumes and more. It does this in a respectful way and not to undermine the film. My own video refers to the works of artist Andy Warhol with his image of pop art lips, where I have extreme close ups of my artist’s lips singing. Pastiche is evident in a lot of music videos in an underlying way such as Michael Jackson – Thriller which is a pastiche of old horror movies and the audience would only know this if they had cultural capital of the element the media product is a pastiche of. The pastiche in my music video is very subtle and not everybody would know of Andy Warhol’s work which I can compare to the ‘Fancy’ video as Clueless is an 80’s film and younger viewers may not be aware of this.


Rosa Rogerson, A2 Media. Advanced Portfolio Evaluation Question 1.

DEVELOP As said before, my music video is similar to ‘Blurred Lines’ and ‘Wild’, although I have used the common conventions of font, I have also developed conventions of space and location. A similarity between mine and these videos is that they are all filmed in a similar location of a studio and the camera stays in the same position (the fourth wall). However I have developed this convention as the outcome of this filming location creates a similar and sometimes dull effect as the camera shots are static as there is little movement, to create more interest and excitement and to develop from this convention I added overlays of water, colour and balloons which gives my video more dimension, depth and texture which takes away the focus from the slightly boring positioning.

Another way I have developed key conventions in music videos is by the narrative structure. My video is a concept video which means that usually the lyrics don’t match the visuals and the product has an “anything goes” attitude as there are no boundaries. My way of developing this was even though throughout the majority of my video the lyrics don’t match the visuals, I still keep a certain element of relation between the two in the form of connotations and signals. I use the word ‘Pop’ throughout my video from the


Rosa Rogerson, A2 Media. Advanced Portfolio Evaluation Question 1.

genre of pop, popular culture to popcorn. The song is called ‘Pop Up’ yet never mentions the word ‘Pop’ in the lyrics; this is how I developed key conventions by matching the visuals to the title instead. The signals and imagery of pop are still very open though and can be interpreted by the audience in their own way, some may not see the relation to the title and others may figure it out straight away. The final way in which I developed key forms and conventions in my media products is by what information is presented from my auxiliary products. Analysing other adverts and digipak’s, I noticed that no matter how minimalistic the design was, there was still a lot of information presented, usually at the bottom of the page. This information ranges from twitter names, email addresses and record label details. I developed the norms and conventions of auxiliary products by tuning down the information that is given, I only included a twitter name and website for ways to find out more about the artist however this can still be seen as unnecessary because of the increase in the new media and search engines such as Google or YouTube where you can just search the artists name and be provided with all the information you could need from sites such as Wikipedia. I wanted to develop these conventions as I saw that it was common strains from the record label to include the amount of information as they do as a way of promoting themselves. As said, I think this is unnecessary as it can all be found online now, although I don’t think that I have completely challenged these forms as I still included a twitter name and website for the purpose of communication with audience.


Rosa Rogerson, A2 Media. Advanced Portfolio Evaluation Question 1.

CHALLENGE Even though my music video uses and develops many common forms and conventions of other media products, it also challenges some, one of the main being gender roles. My artist breaks the common features of a woman in a music video to have ‘sex appeal’ and to solely be there for the pleasure of a man, even if she is the artist of the song. I have challenged this in my video as I wanted to present my artist as a strong, independent woman who does not seek the aid of a man. She is the only character in the whole video which keeps the attention on her, and I also made sure the clothes she is wearing aren’t to eye catching (black t shirt and jeans) so that she remains the focal point. I can also link this to Laura Mulvey’s theory of the ‘Male Gaze’, Mulvey is a feminist who says that the gaze has three aspects, how a man views a woman, how a woman views herself and how women view other women. The male Gaze is adopted through sexual desire where the camera often clings to the curves of a woman and portrays them as sexual objects. These are all conventions that I challenge in my video, we are in an age now that gender equality grows each day yet this still isn’t portrayed through media texts and consumers are still okay and passive about sexual objectification of women. I wanted my artist to come across as a key icon and role model to her younger target audience and this is why I broke and challenged the traditional conventions of the ‘Male Gaze’ and focused on the imagery and visuals of my video instead of the body and “sexiness” of my artist which has no relation at all to the lyrics of the song. Another way in which I have challenged the forms of media products is by the presence of portrait images on my auxiliary products. As Goodwin says, an artist’s record label can have certain demands which normally include a high of representation of the artists face on their products,


Rosa Rogerson, A2 Media. Advanced Portfolio Evaluation Question 1.

this acts as a way of promotion to sell as many products as possible. However this is something I challenged as my artists face is not on the front of my digipak or my advert, the only image of her is on the inside and is not visible to people who may just be browsing in a shop. My explanation of this is how I constantly show my artist in the video and I wanted to contrast to this in my auxiliary products. I also think it adds mystery and still acts as a way of selling the promotional package as consumers would need to watch the video to understand who the artist is, resulting in more publicity.

ADVANCED PORTFOLIO EVALUATION Q1  

Rosa Rogerson A2 media

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