The document discusses various conventions used in music videos and ancillary products for the acoustic/singer-songwriter genre. It provides examples of how the artist's costume, location, props, and performer representation challenge or develop genre conventions. The editing, representation of women, and layout of the digipak and magazine advert follow typical conventions for the genre. Close-up shots and a focus on natural performance are used to create an intimate video reflective of the genre's tone.
1. Q1. In what ways does your media
products use, develop or challenge
forms and conventions of real
media products?
2. Costume
To some extent I have developed the traditional costume for
an artist of the acoustic genre as I have chosen to dress my
performer in some forms of androgynous clothing. For
example my performers coat and jumper are unisex items
and therefore do not hold any specifically female
connotations. This is not usually the case when looking at
pop culture, female artists are often overly represented as
female through the focus on their bodies and small, tight
items of clothing. Although this is not necessarily applicable
to female artists of the acoustic genre they still somewhat
define their femininity through their costume choices of
feminine colours and cuts without being too revealing.
Furthermore my performer being in high street fashion allows
the audience to more easily identify with her. The artists
following of fashion can also make the audience look up to
her a style icon. Hairstyle is also important when looking at
costume in the video Billie’s hair is styled naturally which
reflects the tone and setting of the music video.
3. Acoustic/singer/songwriter genre Pop genre
Examples of the
Lucy Rose – Middle of the Bed difference Beyoncé – Naughty Girl
between
costumes in the
acoustic genre
and those of
artists in the pop
genre. Also
supports how
natural hair
Lucy Rose – Middle of the Bed Beyoncé – Naughty Girl
styling is used in
acoustic genre
video appose to
pop videos
Gabrielle Aplin – Panic Cord Katy Perry – California Girls
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4. Location
A generic convention of the acoustic genre
when it comes to location is filming outside.
This is not the case for all music videos of
this genre however there are many which do
follow this convention. I have chosen the
plantation gardens as my location for it’s
magical and dream like feel which is what I
wanted to be associate with Kal as an artist.
Locations such as fields and the countryside
in general are often used in these types of
music video. Also the natural greens and
browns of the location fits with the organic
colours I have used throughout my
productions both music video and ancillary.
5. Benjamin Francis Leftwich - Shine
Ben Howard – Keep Your Head Up Ben Howard – Old Pine
Examples of outdoor locations in acoustic genre music
videos 5
6. Editing
‘Music videos use a wide range of styles and This quote taken from Wikipedia is an example of how I have
use a non-narrative approach. Many music
videos interpret images and scenes from the used conventions when editing in my music video. Through
song's lyrics.’ editing my footage I created a music video with a non-
narrative, this is because I chose to create a performance
based video rather than tell a story to the song. Furthermore
I have interpreted the song’s lyrics to create a music video
that reflects the meaning behind the lyrics, this links to
Goodwin’s theory as I have created a loose link between the
lyrics and visuals in my production. In order to make it
personal for the audience to watch I decided to include mainly
close up shots of my performer as this creates an intimate
video where the audience feels the performer is speaking
directly to them and this enables them to empathise with her
more easily.
As my song is very slow paced I edited my music video
smoothly to have a large proportion of slow transitions and
slow fades to keep with the tone and pace of the track.
Because my video is slow paced I edited in a way which
provides the audience with a variety of shots of my performer
to bring energy to the video and track.
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7. Editing
Gabrielle Aplin - Home Gabrielle Aplin - Home
http://www.youtube.com/watch?v=1pLsb1YMsKE
This music video has many similarities to mine, the slow pace of this song is given
life through the editing of a variety of shots of the artist. It is also a non-narrative
production based on the artist performing and directly singing to the audience, a
convention I used in my music video. Furthermore the many close up shots of the
female artist face is a strong link between my music video and this one as I have
included many close up’s of Billie.
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8. Props
I used the convention of an acoustic
guitar in my music video. This kind of
guitar is used in a large proportion of
music videos of the same genre. With the
focus of the genre being on talented
musicians it is a basic convention to have
an acoustic guitar featured in the video,
failing that a piano is often used however
I chose not to use a piano as from seeing
Kal perform live I know her strength is
playing the guitar.
9. Lucy Rose - Place
Example of acoustic guitar prop use in music videos of
the same genre as Kal
Ben Howard – Only Love
9
10. Performer
In my music video I am using the generic
convention of having the production based
on the artist performing. This is common in a
large proportion of music videos of the
acoustic/singer songwriter genre. As they
are often talented musicians as well as
singers they showcase this through a
performance based video.
My music video challenges the traditional
representation of women in the music
industry. Rather than presenting my artist as
a sexual object I have presented her in a
respectable manor. This is common within
the acoustic genre however when looking at
pop culture it is clear that women are often
objectified in music videos and are often
seen to sell their body rather than their
talent.
11. Lucy Rose - Place Lucy Rose – Night Bus
Screenshots examples of performance based music videos
Lucy Rose – All I’ve Got
11
12. Beyoncé – Naughty Girl Nicki Minaj - Starships
Examples of pop performance videos supporting the sexual representations of women
Rihanna – Rude Boy Jessie J - Domino
12
13. Representation of Women in the
Music Industry
Women are represented differently in all genres however the Hip Hop has
the seemingly universal element through the majority of lyrics and videos
is the objectification of women. They are treated as lesser than men
through having them featured in music videos dancing around the male
artists whilst they drool over them and the camera shoots the men from
low angles empowering them and portraying their control over women.
This is event in many Lil Wayne and Chris Brown music videos.
This way in which they perceive women is not only controlling but also
degrading. This representation of women as objects is not solely a trait of
the hip hop genre but other genres too such as rock and pop. These
representations warp audiences views about gender roles and the worth of
women. This can me linked to the idea of the ‘Male Gaze.’ This explores
the idea of women being shot as objects to be looked at. It argues that
audiences are put in the viewing position of a heterosexual male and just
accept the portrayal of women they are shown.
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14. Examples in Hip Hop
Shots from 50 Cent
– Candy Shop
Shows the
difference between
the portrayal of
male and female
characters
Low angle shot of male artist High angle shot of female extras
portraying him as powerful suggesting they are powerless
Shots from Kanye
West – Gold Digger
Shows the
objectification of
female extras
Example of objectifying lyrics
Extremely sexual and objectifying Another shot of the female body, “Shawty wanna hump
shot of female’s breasts. Her face is minimal clothing highlighting ‘assets’ You know I like to touch your
hardly even shown lovely lady lumps” Lil Wayne -
Lollipop 14
15. Examples in Rock
Shots from Marilyn
Manson – Tainted
Love
These shots show
the difference
between men and
women in this rock
Woman is shown as an object to be Low angle shot portraying the power music video. These
looked at of the male artist images can be
linked to the theory
of the ‘Male Gaze’
– also links to
feminist view of
Laura Mulvey
Example of objectification, showing Showing the wrong message, especially to
woman as a toy which males can children as the objectifying of women is
control and ‘play’ with linked into children's stuffed animals
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16. Examples in Pop
Shots from two Pussy
Cat Dollz videos.
These demonstrate
representations of
females to please a
heterosexual male
audience and also
how young boys view
Example of how the provocative dancing Taken from ‘I Don't Need a Man' video the women and how
of a Pussy Cat Dollz video can effect yet presenting themselves as sexual this could effect them
children's perception objects for men
Pussy Cat Dollz –
When I Grow Up
“When I was young
I wanted attention
And I promised
myself that I'd do
anything”
Showing women as objects/toys for men to Representation of Rihanna as a
control in Justin Bieber - Baby sexual object in ‘Umbrella’ video
Self objectification through the lyrics 16
17. Ancillary product - Layout
I have developed the conventional layout
used in digipaks. Rather than create a 4
panel pack I chose to create my digipak with
6 panels. The 6 panel structure is used in the
industry however the more conventional and
widely used method is 4 panels.
I have used the generic convention in panel 1
6 panel digipak template
by having the artists name and face on the
front. This is mostly done in debut albums as
they are used to establish the artist and
introduce them to audiences.
4 panel digipak template
Panel 1 Front panel real example
18. Ancillary product- Layout
The panels 2,4 and 5 of my ancillary product are in
some ways develops generic conventions of digipaks.
This is due to the ‘notion of looking’ a theory
constructed by Goodwin. This can also be linked to the
concept of Narcissism as through editing I have created
Middle panels 2,4&5 the illusion that Billie is looking at herself and therefore
this relates to the story of Narcissus drowning from
being obsessed by his own reflection.
I have used the generic convention of a barcode and
track-list on my back panel (panel 6). This is used in
albums from various genres as it is an ideal form of
layout and allows audiences to easily locate the
information they are looking for.
Narcissus – looking at own
reflection
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Panel 6 Back panel real example
19. Ancillary product- Layout of
Magazine Advert
I have used the generic conventions of magazine adverts. I have
achieved this by having the artists name and album title at the
top of the advert. Another convention I have used is to include
text explaining the release date of the album. I have stuck to
using the generic conventions of layout and content of
magazine adverts as I am marketing a new artist meaning a
simple yet informative advert is best to establish the album.
A further convention I have used is the image of my
performer. These are often used so audiences can immediately
identify who the advert is marketing and again it is important
for the success and recognition of my new artist that audience
can easily identify her and understand that the advert is
advertising her debut album.
Magazine advert
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