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

2. What did you learn about what the
conventions were of real music
videos?
Jake Andrews

3. Main Task
• Editing:
• Editing in music videos is done conventionally in time with the
music. The beat for example in No Church In The Wild shows the
scenes cutting in time with the beat, enabling the director to have
long slow motion takes of the anarchy that takes place across the
video. Editing is also done in time with the lyrics, for example
Instant Crush see much of the videos editing pace going up at the
chorus when the song is faster, but during the verses, shots are
much slower. The lyrics are sung in a slow deep voice meaning the
editing goes well with the song.
• The editing for my music video was conventional to real music
videos through having many quick changes in shots that would be
edited in time with the beat of the song. An example of this is when
the main character walks through the forest with the shot changing
in time with the beat.

4. Main Task 2
• Mis-en-scene:
• Music videos can have very unique and original settings, costumes, and make up.
However certain genres will have conventional elements in their videos. For
example Dance music can have music videos set in raves and parties for example
#STUPiDFACEDD by Wallpaper. Parties and raves are used as the song will be
primarily played at these events. Rap videos tend to follow the conventional idea
of wealth, with many rappers such as Jay-Z, Kanye West, Rick Ross, 2 Chainz and
Big Sean to wear large gold chains, rings, expensive clothing, drive expensive cars
and drink expensive champagne. Rapper do this to show power and try to look (As
they call it) H.A.M, or in other words untouchable. Music videos on the whole do
have conventions such as backing dancers and crowds cheering. The reason for
this is they want the same energy in the music video heard in the single. Slower
songs, can have montages of peaceful, less energetic activities for example daily
routines in human life such as walking and sleeping, this can be done to connect
with the audience, especially if it’s a powerful love song that many can connect
too.
• My music incorporates the idea of having a mis-en scene that links to the genre of
rap through the use of black and white which is prominent in many videos which I
have reviewed in my research including the Mercy music video.

5. Main Task 3
• Camera:
• All types of music videos share certain camera angles, which are very
recognisable in the research I have done looking at music videos. Low
angle shots are used a lot in portrayal of the singer to show her
importance. Music videos that are done in front of a live audience for
example In Paris by Jay Z and Kanye West shows viewers their view of a
crowd into their perspective, with first person shots and eye line matches.
This enables audiences to feel part of the music videos. In fast paced
videos the shots of the band/singer tends to be done at a canted angle to
give the impression of the energy given off by the music video.
• My music is a narrative unlike many rap music videos which is
unconventional to the genre however some artists have included a
narrative in a music video. A key example of this is the Macklemore and
Ryan Lewis video for Same Love. This video includes many camera shots
that link with my video such as extreme close ups of the main antagonists
face to show emotion that can be incorporated with the songs beat and
rhythm which bring further emotions.

6. Main Task 4
• Sound:
• Many music videos tend to have diegetic sound at the sound at the
start before playing the song, this is done to set the scene and
location, for example if the wind and trees are heard, the audience
can get the impression the area the music video is being set is very
remote and isolated. Many videos use this time to add titles such as
the name of the song, the artist(s) and the director, as the audience
will be focused to what’s going on in the screen before the song
starts. The music being played is conventionally the same version to
the single being promoted, although many will have a pause at the
start with the diegetic sound unlike the single. Most music videos
follow the same version of song to the single they are promoting.
• My music does not feature any sound except the song as I wanted
focus to be on the song. Music videos have an aim of promoting the
song to the listeners, by having diegetic sounds means the listeners
are directed away from the song.

7. Ancillary- Poster
• Album Cover: Having the album cover take up most the poster is an
important factor which demonstrates the importance of having the
audience sees the main product. If the audience sees the cover,
then they will know what the cover looks like when going to buy it.
Many cover also have the artists on front, meaning if they add this
to the poster, having famous face attracts the attention of the
audiences. This is similar to celebrity endorsement for advertising
such many countries do to attract audience’s attention.
• My poster has the album cover taking up a large area to bring the
focus towards the product and so the audience identifies what is
being promoted. If I had made the album cover small, many people
may of noticed the cover and not recognised it in stores or online.

8. Ancillary- Poster
• Titles: Having the name of the artist or album cover (Or
both.) separately on the posters is another important
factor even if the titles are on the digipack. Many
album covers feature the names of the artists however
they sometimes are not clear meaning, including the
titles again enables the readers to clearly see what the
poster is prompting.
• My poster includes key information on the titles of the
song and artist, the release date and the what
platforms the song is available on. This links with the
conventional idea of having the key information
otherwise the audience may not buy the song through
not knowing who its by or when its release.

9. Ancillary- Poster
• Record Label: The record labels that are used to produce, promote
and distribute the album cover are featured on most of the posters.
This is doesn’t or two reason, one is to give credit to the people
that helped make the album possible and the other reason is many
consumers, look at the record label promoting the album cover as
they buy things only distributed from the label through history is
bring certain music that they like.
• My poster features the names of the record labels at the bottom of
the screen, the reason for this is audience can be attracted to
certain labels as they product primarily a certain type of genre.
Furthermore, the posters and album covers give credit to the
companies as they are the ones distributing and producing the song
to the audience. However I made sure the cover did not take up the
poster completely as the focus is on the song and selling copies,
focus needs to be on the product and not the record label.

10. Ancillary-Poster
• Portrait: All the posters I have researched are
done in portrait instead of landscaping; the
reason for this is portrait posters can be
placed on one whole page of a magazine.
• My poster is in portrait in order to fit a page of
a magazine cover, by doing this I can get the
readers attention of the magazine to see the
poster, instead of making up a small part of
the magazine.

11. Ancillary - Poster
• Website: Magazine posters feature the websites
of the artists, this is done so the audience can
research into the artists and look at the other
material that the artist have made.
• The websites of the artist do feature on the
poster in order to give the readers the
opportunity to look t the other material of the
artist, however I didn’t want this to make up the
whole poster but instead I want this to be very
small and not direct attention away from the
main product being advertised.

12. Ancillary - Digipak
• Titles: A digipak will conventionally show the titles of
the artist or the song. This is done so the audience
simply knows who's album it is who they are picking up
otherwise the album would struggling in make sales if
people don’t know who’s album it is.
• My album features the titles of the song and artists,
however it is all over the album making this unique
pattern which attract audiences attention, however
with the titles being small and all over the place
(Literally!), the album titles are not super clear and
some people might not notice the album in shop or
online as the name of the artist can only be seen at a
closer inspection.

13. Ancillary - Digipak
• Artwork: A digipak features conventionally artwork
which will attract the audiences attention and give an
idea of what the albums themes and meanings are.
• My digipak has album artwork which links with the
music video and the song, firstly the album links with
the songs religious themes through the cover vortex
design which I personally connote to looking similar to
religious symbol. Furthermore the artwork links with
the music video through the vortex looking similar to a
journey of the main character surrounded by violent
colours of red and black; with his future not know like
the vortex which leads to a blur in the middle.

14. Have you included anything that is
conventional to the particular
GENRE you are working in or the
particular INSTITUTION your
product is linked to?

15. Main Task
• My music video is conventional to the genre of rap with the use of
black and white. Black and White is prominent in many rap music
videos such as Mercy by Big Sean, 2 Chainz, Kanye West, Pusha T.
Many videos use black and white in conventional to the ethnicity
topics covered in rap music with the effect defining the two skin
tones. Furthermore, the effect makes the artist darker and more
sinister. This also link with my music video with the black and white
used to make a far more darker environment.
• My music video also has different tempos in the number shots, at
the beginning of the music video many quick takes are done to go in
time with the music rhythm, however near the end of the music
video, the shots are longer due to the songs slower rhythm. One
song in rap that link to this is Ni**ers in Paris which has many
changes in shot when the song is fast however at parts the song
slows it beat and the shots are far longer.

16. Main Task 2
• My music video is conventional to the narrative aspect of a narrative music video
such as Same Love by Macklemore and Ryan Lewis. Todorov’s narrative theory
proves how conventional this is.
Todorov's Theory. My Music Video. Same Love
A state of equilibrium (All is
as it should be.)
Religion is not disapproved. The main character is happy.
A disruption of that order by
an event.
Religion is disapproved. Character has identity issues
on whether he’s
homosexual.
A recognition that the
disorder has occurred.
Religious Believers cannot
except it.
Bullying
An attempt to repair the
damage of the disruption.
Suicide Forces himself into believing
he cannot be homosexual.
A return or restoration of a
NEW equilibrium.
Doesn’t have to live in a
world that proves what he
believes as wrong.
(Technically Restored.)
Acceptance

17. Ancillary- Poster
• My poster falls in to the conventions of the
institution by having the name of the record
labels and titles of the song and key
information on the poster which all posters
feature. When researching into music posters,
all posters had these elements otherwise
people would not understand what is being
advertised.

18. Ancillary- Digipak
• My digipak is conventional in parts to the
genre of rap through the creation of a pattern
which is seen in albums such as Watch the
Throne by Jay Z and Kanye West. The pattern
can bring attention to audiences through its
complexity and originality. This is very
beneficial the album as audience will pick the
album up in shops or view the album to see
how detailed it is.

19. What did you learn about real
Digipak / print advert / and what
conventions have you included /
not included in your ancillary tasks
and why

20. Main Task
• Music Video – the key thing I learnt from my music video research is
how key they are to promoting the song in many different ways.
The music video can help promote the themes of the song, the new
music style of the artist, product placement on new products that
are part of the artists brand, to promote a key message and finally
to promote new artist. Music videos are used for all these
promotional purposes through being put on many music channels,
social networks and viewed by millions on YouTube. By having such
a large platform of audience, artists have the power to promoted so
many different things and attract interest from other companies for
examples Beats by Dr Dre have their Pill Product in many
mainstream music videos such as Anaconda by Nicki Minaj and We
Cant Stop by Miley Cyrus. This is great product placements as
millions will see this product.

21. Ancillary - Poster
• Research into posters helped me understand
how posters are very simple and carry not
much information unlike film posters which
carry far more information and select certain
images of the film. A music poster however
simply features the album cover and the titles
of the song and availability. By being so simply
I was bale to design many posters in quick
succession enabling me to decide out of a
selection which poster I was going to choose.

22. Ancillary- Digipak
• My digipak is very unconventional to many covers
through being made up of the song titles,
however through my research I was able to see
that cover which is very different and
unconventional can be successful through
attracting media attention and social network
attention. An example of this is Yeezus by Kanye
West which literally featured nothing and was a
plain transparent case. This attracted attention
on social media giving free advertising to the
artist.