The document discusses how the music video uses, develops, and challenges forms and conventions of real media products. It uses close-ups and extreme close-ups of the artist to engage the audience and convey a sense of mystery, similar to videos by The Weeknd and Lil Uzi Vert. It also uses rhythmic editing to gradually reveal the artist, contrasting with Rihanna's "Umbrella" video. The video challenges conventions through its use of dark lighting, run-down locations, and costumes that make the artist appear mysterious.

1. IN WHAT WAYS DO YOUR MEDIA
PRODUCTS USE, DEVELOP OR
CHALLENGE FORMS AND CONVENTIONS
OF REAL MEDIA PRODUCTS?
Form consists of the elements of structure which give a media text its ‘shape’ and meaning whereas conventions are
the elements of content which are recognisable from similar texts. My music video covers a range of forms and
conventions within it, from which I can compare to real media products, developing from them and challenging them.

2. FORM
Use of performance
In our music video, we used a variety of close
ups and extreme close ups. By using such
intimate camera angles, the audience is drawn
into the singer and his performance and feels a
closer connection to him, also giving insight into
what kind of star image he conveys for himself;
ominous and perhaps slightly perilous. The
target audience that this would engage, would
be young adults, typically male. The use of
performance shown within these close ups and
extreme close ups, also shows the audience
that this is a rap music video, attracting this
kind of target audience.

3. FORM
Use of performance
We used these conventions seen
in The Weeknd’s ‘The Hills’ where
the close ups and extreme close
ups are used to engage the
audience similarly.

4. CONVENTIONS
Importance of artist CU
The use of close ups tells the audience that the
artist is important, focusing on his appearance
and enhancing his synthetic image. Keith
Negus believes that a synthetic image like the
one we have created for our artist must be
made from scratch in order to reach our target
audience. Using extreme close ups of the artist
depicts him as mysterious, a typical convention
seen in rap. It leaves the audience in the
unknown, as they do not see what is fully
happening in the frame. This makes the artist
appear also dominant, as the mystery suggests
that they know something the audience don’t.

5. CONVENTIONS
Importance of artist CU
This angle is commonly used to attract the
audiences attention towards body parts such as
the eyes and hands, for example, in Lil Uzi
Vert’s ‘XO Tour Llif3’. These shots convey the
use of performance in our music video,
showing the audience what kind of genre the
song is by the aggressive and blunt facial
expressions our artist uses. His hand
movements such as the gun pointing to his
head, is symbolic as it adds to the theme of
mystery and darkness of the overall music
video, which is important in attracting and
engaging an audience, specifically young male
adults.

6. CONVENTIONS
Rhythmic editing
Rhythmic editing is another example of
technical conventions seen in rap. In our
music video, the rapper is the first to be
introduced, however the audience
catches glimpses of the female singer.
This creates anticipation and immediately
presents the artist as mysterious and
powerful.

7. CONVENTIONS
Rhythmic Editing
This contrasts to Rihanna’s
‘Umbrella’, which immediately
introduces the audience to the
star, Rihanna, despite the song
starting with Jay-Z’s rap verse.
This allows the audience to know
exactly who it is from the
beginning, without there being a
build up.

8. CONVENTIONS
Conspicuous use of lighting
We used illuminating lights in our music video such as
neon black lights which were cast onto the faces of our
artists. These conventions of lighting are typically seen
in songs like R&B or rap. For example, we used these
conventions seen in The Weeknd’s ‘Starboy’. He uses
neon lighting as a concept of his music video. The
colours and lighting are constantly changing, keeping
the audience engaged. At some points, the lighting
portrays our artist to show the audience his physical
appearance, emotions and movements. This engages
our target audience, making them intrigued and curious
by the mystery and darkness conveyed. This mystery
and darkness is also conveyed when the lighting on the
artist is dark, making it difficult for him to be seen, as it
makes the audience want to keep watching to catch
glimpses of his appearance as well as surroundings.

9. CONVENTIONS
Location
We also used conventions from Future’s
‘Low Life’. The set design consisted of a
run-down, abandoned looking area
surrounding the artists. This is a design
which presented the artists to be in an
element of destruction which fit the
concept of our music video. The fact that
our artist’s facial expression conveys
anger within the set design and location
depicts him to be bitter towards towards
something unspoken, creating underlying
tension.

10. CONVENTIONS
Costume
In our music video, we also challenged the
conventions within mise-en-scene, using dark
costumes for our artists. These blended into the
dark shadows, again making our artists appear
mysterious. This was used to sell the artist to
our target audience, because the mystery and
anticipation of not quite being able to see the
full image of our artist creates a sense of
intrigue and curiosity from the viewers
perspective, perhaps encouraging them to look
at other media products of the artist, in hopes
of being able to see his full image and physical
appearance.