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1. In what ways does your music
video use, develop or challenge
forms and conventions of real
media products?
To assess my music video, I’m going to focus on a number of
key frames and their effects on typical media conventions.

2. This dance performance section of the video is reminiscent and conventional of
many R’n’B music videos. As Steve Archer suggests it presents the relationship
between the narrative (the masks) and the performance (the dancing) within the
video. Frith also referred to the use of performance in videos, and how it
elevates a musician as they’re seen as talented stars. This whole section
heavily follows convention and also allows Goodwin’s notions of looking due to
her directly staring at the camera in certain shots.

3. This sequence demonstrates the progression of Karma’s narrative
throughout the video. Whilst starting out in darkness, she has progressed
into the light and embraced herself, not masking herself or wearing
bandanas. This section again employs the use of the male gaze as it
focuses on her figure, allowing for voyeurism and notions of looking.
Glamorous, feminine outfits are conventional of R’n’B artists as they use
their attraction to garner viewers

4. We utilize extreme close-ups to show off her features, which falls in
line with Mulvey’s theory of the male gaze as the focus is on her
attraction. This sense of voyeurism will attract more audiences and is
a common convention of R’n’B videos. To focus on constructing
Karma as a unique star, her lipstick is a slight shade of purple as
we’ve established this as part of her image in our ancillaries.

5. Like with the previous frame, this shot implements filler footage to create an
illustrated link (as Goodwin suggests) between the sound and vision.
However, I believe we further this convention because we utilize this
footage as an overlay, implementing it with a close up to evoke Dyer’s
theory of star construction through various close-ups. This use of special
effects isn’t often seen in R’n’B videos, which we used with the intent of
adding more interesting visuals than a simple close up.

6. The narrative running throughout the video is deliberately obscure, arguably more
relevant with Frith’s theory of conceptual videos. The people in masks represent Karma’s
Army, her fans, that they back her and support her endeavours. They add to her
performance over the course of the video, for example the masked dancer and drummer.
This particular scene shows Karma removing her mask, presenting her as still the same
level as her fans whilst stressing the importance that she is the star by having her stand
forwards. The masks act as a metaphor for her fanbase, as opposed to having a more
direct and conventional narrative video.

7. In our video Karma is presented as a bit more edgy and urban than is conventional of
R’n’B artists. We portray this through her outfits that resemble more hip-hop attire, along
with choreography throughout the video that is more typical of rap and grime such as the
gun gestures. The effect of this is that audiences will perceive her as more natural and
true to her roots. Goodwin’s theory can be applied here, as there are multiple motifs (the
gun gestures and urban outfits) and close ups that are used to produce a constant star
image. By stretching the conventional image of our star we had more freedom with what
we did in the video, whilst still retaining a level of consistency for her character.

8. The use of black and white links to our other media texts as they use a lot of
grayscale. The darkness and mystique isn’t very conventional of R’n’B as it heavily
contrasts the other sections of the video. The juxtaposition emphasises Karma’s
narrative journey in the video, as she eventually progresses from this later on in the
video. Overlaying text displays her name in a static font, relating to Dyer’s theory of
star construction as we’re utilising her brand to generate her image. In particular the
static is used at the end of the video, connoting the idea the videos is a transmission,
a musical revolution.

9. Whilst the use of filler footage is common in most music videos, this
particular footage contrasts typical R’n’B imagery. It represents the ‘poison
running through my veins’, and progressively grows throughout the video.
This amplifies the meaning of the sound via the visuals, and creates a clear
link between them. However the dark nature of the footage is more likely to
appear in perhaps a heavy metal video, as opposed to the bright imagery
conventionally used in our chosen genre.

10. There are sections of our video that challenge convention. For example our video
features instrumental performance from a drummer. Typically this is most
commonly linked with rock genre conventions, where the focus is on musical
talent and not so much the stars or visuals. This adds variety and depth to our
star, who isn’t just a R’n’B archetype. We do however play with the hardness of
the drums, juxtaposing it with glitter bouncing off of it. The result of this adds a
slight feminine touch to the shots, making a link between the dark, urban elements
of the video to the more glamorous and beauty focused parts.