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In what way does your media, products use,
develop or challenge forms, and conventions of real media product?
Music video demonstrate genre
characteristics, through the sound of the music but also through the choice of
performance (dance moves), gestures, costume, hairstyle, jewellery, concept and
lighting which all present the music video.
The genre of our chosen song is Pop,
R&B and Hip-Hop, so when deciding all elements of our music we took this in
consideration. Oh oh booty shake
reference to beyonce move a R&B move. The chorus dance is very hip hop,
styled with strong sharp moves and grooves. Artist gestures similar to the way
other hip hop artist dance like Jessie j and beyonce. The clothes chosen, giving that vibrant
gangster look but also, beauty look, showing of artist aspects . jewellery gold
a lot, which is associated with gangsters, whatever necklace. Hair was long,
flowy, flicked around, girly like pop music, but with edge.
However we challenge our genre through the
narrative, most concepts are about love, partying, or break up. Our music video
was about friendship and competition.
Also the way females are normally
represented, is sexually, by adding props that are associated with boys, boxing
cars balls, we dismiss this. But also by movement which are strong for instance
the dance routine, is fun not sexual, neither do use close up to the female
aspects.
The relationship between lyrics and visuals
as well as music and visuals are either illustrated, amplified or contradicted.
In this case we made it so that it was illustrated through gestures and
movement.
When she says hold her breath she holds her
neck as if she is chocking. Also through the beat of the music, you see, the
artist moving to the beat, enjoying the music. As it has an upbeat tempo.
As this is going to be the debut single,
there would need to be a lot of close ups of the artist to create visual hooks
for the audience to almost fall in love with their beauty. Their faces is the main iconography of the
band creating the visual trademark. They are repeated several times, so the
audience recognises the artist.
We have challenged the normal notion of
looking into females body by, having full shots, and looking more into the
beauty of cu of their face. We have included a lot of split screens, which give
a lot to look at.
There is intertextual reference to beyonce
the oh oh booty shake, showing she can’t be like beyonce. They show what is in,
such as clothes, hair. Also how females are seen as today, competitive doing
things males would usually be seen doing.
This music video is mainly performance,
with loose narrative and loose concept. The song drives the concept of doing
you yourself, don’t follow others. Narrative is about enemies, competeing many
differences, but they bring them together at the end, however to audience it
is an open interpretation. Performance is mainly of the artist, and how they
perform, dancing and singing, entertaining the audience, get a sense of the
artist themselves how their relationship is between the two artists.
There are 4 key concepts that are related
to the way the music video is constructed, the narrative, the editing, the
camera movement and framing and lastly the diegesis.
Our video had to be a visual response to
the music. When we listened to it we thought about how children are put down a
lot because they do their own thing, where their own fashion and where a
different hairstyle, and this excludes them from getting friends. We thought
our artist should show how people can have many differences, but can still be
friends like our own artist. That’s just the loose narrative and since the song
is upbeat and fun, we made it more performance for it to be pleasing to the
audience eyes. The structure is disjointed, like many other music videos, such
as my case countdown. There is a development, as at the start we have them
bullying each other, it’s not a structured story but you see clips of them
showing of in one way or another. Then when the rap comes in we see them united
being the best of friends. We use the change in the music, and built up
performance establishes the changes and development also. The video has a simple meaning leaving no
pondering on questions, as we want the audience to simply enjoy the visuals,
feeling complete at the end with a happy ending of them together.
When editing it we most definitely followed
the rule of editing to the musical phrases and beats, by using special effects
such as moving screens to the lyrics or beat of the music. We had no rules of
continuity editing following the music video editing convention, we had a lot
of extreme close up to long shots. By using special effect we made the editing
more clearly, for instant rapping part, we speeded up the editing to go with
the music and beats. No smooth transitions, match on action, an even pace
throughout.
Camera movement framing
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