Evaluation Question 1

Sophie Darr

Andrew Goodwin’s Music Video Conventions.

• 1. The relationship between lyrics and visuals (illustrating, amplifying or contradicting the lyrics).

• 2. Relationship between music and video (visuals either illustrating, amplifying or contradicting).

• 3. Particular music genres may have their own music video style and iconography (such as live performance in heavy rock).

• 4. The artist may develop their own star iconography in and out of their videos, which overtime becomes part of their star image.

• 5. Likely to be reference to voyeurism (the act of sexualised looking). This may explain the treatment of women within the media.

• 6. Intertextual references, either to other music videos or films and TV texts.

1.Genre of Pop- having the artist sing/dance to the song.

Star iconography- casual clothes- jumper and jeans. Similar to how other pop artists dress e.g. Olly Murs.

Setting- outdoors, first of a few settings as pop music videos often switch between settings.

Long shot to establish setting and star persona.

2.

In this clip he is dancing to show his happy attitude as this is typical of artists like Olly Murs and Bruno Mars etc.

This is a long/wide shot to show the full outfit that the star persona is wearing, it also shows the setting.

The scenery is simple so that the audience concentrates on the star persona.

3.

In this clip we introduce the ex-girlfriend and see her walk past behind him. This part of the storyline amplifies the lyrics.

We changed the angle of the camera in this scene and had our star persona in a different position to change the look.

He is singing along and performing the song.

The lyrics are amplified; ‘your turn to cry your heart out’ is aimed at the ex-girlfriend.

4.In this clip we further follow the lyrics alongside our storyline and see the new girlfriend with the star persona and the jealous ex girlfriend come and shout at them. This amplifies the lyric ‘it’s your turn to cry your heart out’ as he has moved on. The audience infer that she treated him badly.

The girl’s outfits are ‘preppy’ and ‘casual’ to fit the Pop genre.

The linking of their arms shows that they are together.

We changed the setting to develop the storyline.

The mid-shot establishes the setting.

5.

We changed the outfit of our star persona as this is a convention of Pop artists in their videos.

We changed the setting to indoors so that the video doesn’t get boring.

He lip syncs to a whole section of the song as this was some feedback we received- that he needs to sing more of the song.

We used a mid/head shot here so that the audience can see emotion in the star personas face. They can also tell what he is singing.

His emotions illustrate the lyrics by showing how he is feeling.

6.From our rough cut feedback we were told that we needed to have more of the star persona alone singing the song.

He is wearing a new outfit- a simple black jumper with a necklace. If we were to do more music videos this style would become his star iconography.

We used a plain red background so that the audience focuses on him.

We used a mid-shot so that our video had a range of shots and so that the audience could still see what he is singing.

7.

This is a new setting. We had the new couple go on a romantic walk. This illustrates the lyrics as it shows he has moved on.

She is wearing a new outfit, it suits the pop genre as it is colourful and preppy.

We used a different type of camera position and had them walk centrally towards the camera. We used a long

shot to establish setting.

8.

In this scene the ex-girlfriend is following them down the trail, again linking to the song.

Her outfit has changed to a Parka coat and jeans so that she is dressed casually. In other pop videos such as Bruno Mars the girls are often dressed simply in jeans and a t-shirt.

We used a long shot so that the audience can see that she is chasing after them. It also establishes that she is in the same place.

This scene is illustrating the lyrics of the song.

9.

We used this shot of Harlie sat singing on his own as from our rough cut feedback we learnt that we needed to use more shots of Harlie singing alone. We didn’t want to just use the indoor footage and so we had him singing in the woods as well so that we had a range of different shots.

This is a mid to long shot which establishes the setting and shows what the star persona is wearing. It is also close enough to understand the lip syncing.

A range of different settings is typical for a pop video.

Here he is amplifying the lyrics as he is singing them to the camera. We also tried to portray his emotions in his singing.

10.This is a mid shot as we wanted to focus on what was happening in the scene and not particularly the setting.

From feedback we learnt that this scene confused our audience. They didn’t understand the body language between the two characters as they were meant to be ex-girlfriend and boyfriend but are holding hands. He was meant to be singing the lyrics ‘it’s your turn to cry your heart out’ to show he was over her but instead it makes it look like he has two girlfriends. This is something we would change if we were to re-do the video.

In this scene we were trying to link the lyrics to the visuals however it didn’t work so well.

11.Our digipak has lots of images of the artist as that is a convention of Pop; the audience will expect images of the artist.

We decided to use the front of his head as the cover and the back of his head as the back cover.

We used the same red filter on the digipak as we did on the poster to create continuity between our products.

We used light coloured writing to keep a ‘pastel’ theme which suits the pop genre and will attract the target audience of young females.

12.We used the same red filter as the digipak for continuity.

We added links to websites and the logo of his record company as these are conventions of a promotional album poster.

We used a full body shot of the star persona as it will attract the target audience; they may want to keep the poster as merchandise.

We used pastel colours for the writing as this seemed appropriate for the target audience.