IN WHAT WAYS DOES YOUR MEDIA PRODUCTS USE, DEVELOP OR CHALLENGE

FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

Evaluation Question

Carol Vernallis Theory

When doing research about music videos we came across Carol Vernallis’ theory. Her main points were: Breaks the rule of continuity editing Obvious editing to draw attention (slow motion, special

effects etc.) The artist makes direct eye contact to the camera

When it comes to my music video I feel that we use, develop and in some cases challenge the forms and conventions of real media products for each of her main points.

Breaking the rule of continuity editing

Throughout the video we break the rule of continuity editing to cut to different scenes from the graffiti base track to the estate to the white wall. This is done repeatedly. We also developed but challenge this convention this by having the cut to the argument scenes to break the track so that the audience had a sense of what was going on in the video. Having a cut scene like ours isn’t common for a music video for an electronic video, so having it in the video draws the message that the song is portraying. An example of this is Jay Z ft. Kayne West Paris (explicit content), where it cuts from the rapping to the scene of Will Ferrell.

Obvious editing to draw attention

Obvious editing was also used throughout our music video to draw attention, we used special effects such as mirroring and kaleidoscope so that it was more visually appealing. Effects like this is common in the electronic genre and we decided to play of that and use footage that would make it look more vibrant. During research I found music videos that had this similar effects to them to achieve the purpose of making it more appealing. An example of this is Little Boots- Remedy where both effects are used.

Direct eye contact

When doing research I noticed that the artist constantly look directly to the camera so that the audience feels like they’re being sung to. Vernallis also picks up on this point and we decided to follow that convention in the music video. In the video Shenaya is constantly looking at the camera and makes it seem like the audience is the person that she is sing about.

Andrew Goodwin’s Theory

When doing research about music videos we all we also came across Andrew Goodwin’s theory. His main points were: Narrative Structure (artist is both the narrator and performer) Repeated shots used Visualisation (some sort of closure/climax to it) Illustration (tells the story as the song is going) Amplification (bringing new meanings to the video) Disjuncture (the song has no relevance to the lyrics)

Narrative Structure

In the music video, Shenaya is both the narrator and the performer in the video. In some electronic/dance videos, the artist isn’t usually in the video but in some cause they are. We wanted to play on the conventions of music videos and develop a storyline where the audience could clearly see what was going but make sure that it was a situation that they could relate to.

Repeated Shots

Throughout the video we used a lot of repeated shots as we filmed several base tracks in different locations so that even though its cutting and changing, we always go back to the same shots. When we came to the part before the chorus we use the same shots every time she said back at 1:12 and also at 2:48 to keep the repetitiveness of the shots.

Visualisation

In our video, we use the convention of visualisation for the argument scene, we done this by splitting up the scenes into three at the beginning (to set the mood between me and Shenaya) in the middle [2:00] (where we find out Shenaya is being used) and nearer to the end (where she kicks him out of her house). We developed this by using the white noise to the middle part of the arguing scene. As the song goes on so does the tension and it comes to an climax towards the end with her kicking me out of the house. Rudimental ft. Ella Eyre Waiting all night has a similar build up of and climax/closure where we see the accident at the beginning, friends and family reaction to it in the middle and his road to recovery towards the latter stages of the video.

Introduction

Reaction to the crash

Road to recovery(closure/ending)

Amplification and Disjuncture

In the video we challenge the conventions of amplification and disjuncture as we didn’t bring no new meaning to the video and the content within the video was relevant to the video. The song is about a girl and a guy having an argument and decided to go along with the to show how people deal with arguments in a relationship.