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

Codes and Conventions

• The codes and conventions are the techniques used to create meaning in a music video. These can be technical or symbolic.• Technical techniques, are the way meaning is conveyed using

technical equipment for example , camera angles, diegetic sound and non-diegetic. Also the pace/ style of editing.• Symbolic techniques, these are used through using things like

gestures, facial expressions, poses and mise en scene.

PACE OF THE MUSIC/EDITINGLike Goodwin's theory states, for my video I really had to take into account how the song was structured. I had to make sure that the editing and the pace of the singer matched up. The style and sound of the singer is the trademark, and is the most identifiable feature. In most cases the artists are seen as the story tellers in the music videos but the fact that I have four different women miming to one artists voice begins to break conventions as they become the story tellers, making the music video a communicational device linking the listeners to the artist.

Editing was used to keep to a quite fast paced beat. This meant my shots were able to be cut to a beat. The beat constantly jumped throughout the song so it gave me something to play with.Also because the gaps between each verse where quite spaced out this allowed me to experiment with a lot with transitions, I ended up with much smoother free flowing transitions rather than abrupt cuts that I had initially started with.

Relations of visuals to the songs

In my video I decided to make a clear link from the song to visuals. The lyrics in the song clearly define the appearance of each woman so I used this in my casting process. During production the song made it very easy to storyboard as it was almost a script in itself. Allowing each woman to act on the lyrics being sung, creating relations between visuals and the song.

“My skin is black” “My skin is yellow” “My skin is tan” “My skin is brown”

Performance ElementWhitney Houston's “I Will Always Love you” Is a good example of a performance element video, the video shows continuous performance yet there are bits of narrative jumping in out. This is normal as it is not common to find a video solely dedicated to performance. This may be to keep the listeners watching and interested.

My music video challenges these conventions as there is only one singer yet four performers. This is something I chose to do, as I thought it would almost reflect lyrics.

Camera Shots

These mid shots used allow the artist to interact directly to the viewer. I used these shots to highlight the personal element of the song. This is quite common in music videos as artists usually make you feel as though they’re are singing to you. This is mainly done by female artists.

Ancillary Task Rihanna’s album packaging for “LOUD” 2012.

Her front cover and back are recognisable straight away because the artist is on both sides The colours are also consistent throughout giving a clear connections between the front as backs.

The fonts are also consistent to make it evident that it’s the same album

Fonts are the same here to create a clear connection to the front and back, the black background goes well with the image on the front as the whole project has a black and white theme.

The larger font puts emphasis on the album name itself, this is just unique to album name as this font hasn’t been used anywhere else.