MEDIA STUDIES A2

EVALUATION

DEVELOP OR
CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?
The main purpose of a music video is to help an audience understand the
meaning of the song or artist and it must entertain and promote the song,
artist or album. My media product used these forms of function which I believe
made it successful. A music video needs to be the visual equivalent to the
music, therefore I connected my video to the music through the lyrics and
upbeat, light-hearted tone of the song. I did this with the use of bright colours
in my shots and romanticising the shots through how they are fluently linked
for example linking shots of the male sitting alone, interconnected with shots of
both the male and female together seen to be smiling at the beach.
Music video can be seen as an attempt on behalf of the music industry to find
a more efficient and cost effective method of promoting pop music (pg28
Dancing In the Distraction Factory Andrew Goodwin) - I have used this quote
as a basis for my music video as it was produced on a school camera (cost
nothing) with a tripod and one performer other than myself. The only expense
paid was for transport to the beach which was not much and still fairly time
efficient.
My music video adapts a star image, specifically adhering to the indie folk
music genre as the performer I used is young, attractive, unique and could be
admirable to the target audience of teenagers to young adults.

IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP Purpose

OR
of
CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?
the video

Purpose of a music video - The main purpose of a music video is to help an audience understand the
meaning of the song or artist and it must entertain and promote the song, artist or album. I used these forms of
function in my video which I believe made it successful and helped shape the audiences perception of the artist.

My video - The purpose of my music video is to promote a potentially new unsigned artist and introduce them
in a way that will encourage repeated consumption. One way this is achieved is through a star image which
means the audience relate to the artist and are capable of associating themselves with the audience and
possibly the narrative of the video itself. A music video needs to be the visual equivalent to the music, therefore
I connected my video to the music through the lyrics and upbeat, light-hearted tone of the song. I did this with
the use of bright colours in my shots and romanticising the shots through how they are fluently linked for
example linking shots of the male sitting alone, interconnected with shots of both the male and female together
seen to be smiling at the beach.

Concept of my video My video is mainly narrative and thematic which made it easier to portray the lyrical
meaning of the song. The main theme shown in the video is romance/love but almost forbidden love as it
suggests the male is reminiscing on the times the couple were together and then contrasts with shots of him
being alone. This made the story come across well to the audience as there are only a few ways it could be
interpreted. The narrative is kept the same the whole way through and in the same places to help recount the
story in a simple way which is easy for the audience to understand. Therefore, the audience are able to
perceive it in a certain way and be able to relate to the artist.

IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP

OR
Star
image
CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

I adhered to Richard Dyers start theory in my music video with specific aspects:
Talent
Originality
Youthfulness

Creativity/Talent
A key convention of the indie genre is creativity which I used throughout my video. I did this using cut
out letters on grass which I had coloured in to show the vibrancy of the artist and his imagination,
along with the same concept but with the words hung on a washing line. I did this because I thought it
would create a sense of creativity and vision and the washing line symbolised the artists feelings of
being emotionally run down from love and possible heart ache like his he had been hung out to dry.
Another convention of the indie genre is being organic rather than synthetic which is more common in
genres like R&B. Therefore, I tried to make the video organic. This was done by having the artist
singing and playing guitar. This shows he is the artist and suggests the music is all organically
produced by the individual as it is being played by him in the video.

HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN PRODUCT AND

ANCILLARY TEXTS?

Originality Dyers theory says we are attracted to and consume products from people who are original.
There are lots of artists and bands in the music industry who sound similar and the reason I chose this song
is because Vance Joy has a unique voice and there arent many well known artists that sound like him. I
achieve originality in the video by the use of who is actually featured in the video (Louis and myself) as we
are not known in the music industry. The whole point of my video is promote the artist and this will be easier
if people dont know them as they will feel encouraged and incited to find out what this new artist is like.
Originality is also displayed through quirky shots, usually used in the chorus using different outcomes of the
lyrics with creative ideas.

Youthfulness As well as performance/narrative aspects, subconscious qualities used such as the age of
the artist is portrayed through use of costume which is what Louis would usually wear, therefore it looks
natural and effortless. What he wears in the video shows his youthfulness and unique personality that a
teenager would have also implying younger audiences would be able to relate to him and the narrative.

HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN

PRODUCT AND ANCILLARY TEXTS?

Close ups
Throughout my video I used some close up shots. I
specifically used them to focus on the artists face in
the shot to show the artists emotion which helped
generate an overall warming tone.
I also captured close ups of the instruments being
played to help focus the music and link to the lip
syncing shots as well.
o

Low angle shots

o Most of the low angle shots in my video are used
as establishing shots of trees and the sky.
However another aspect I used is for focusing on
instruments.
o The low angle shots of the guitars allow the
audience to focus specifically on the instrument
and this makes them think about the talent of the
artist, achieving the theory of dyers star image.
This shot is used in Taylor
Swifts music video Love
Story to emphasise the
romantic theme showing the
artists youth and confidence
singing through the balcony
which is similar to my video
emphasising the
vulnerability of a person in
love.

Textual Analysis
Camera shots

WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE

FEEDBACK?

WHAT ARE THE AUDIENCE APPEALS OF YOUR PRODUCTS?

HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE

CONSTRUCTION & RESEARCH, PLANNING AND
EVALUATION STAGES?