evaluation 1

1. HOW MY MUSIC VIDEO
CONFORMS TO THE
CONVENTIONS OF FORMS.
BY BETHANY STEPHENSON

2. DANCING
I INCLUDED DANCE IN MY MUSIC VIDEO SO I CONFORMED TO THIS CONVENTION.
HOWEVER, I CHALLENGED IN THE SENSE THAT THE DANCE WAS NOT
CHOREOGRAPHED. FOR EXAMPLE I ALLOWED MY ARTIST TO HAVE FUN AND LET
LOOSE WHICH CONNOTES CONFIDENCE IN THE ARTIST. TYPICAL MUSIC VIDEOS
CONVENTIONALLY INCLUDE ONE STYLE OF DANCE AS WELL AS THE DANCE BEING
CHOREOGRAPHED. (SEE ABOVE IN JUSTIN BIEBER ‘SORRY’ MUSIC VIDEO WHERE
YOU CAN SEE CHOREOGRAPHED DANCING AND ALSO FIFTH HARMONY ‘WORTH
https://www.youtube.com/watch?v=fRh_
vgS2dFE
https://www.youtube.com/watch?v=YBHQ
bu5rbdQ

3. LIP SYNCING
MY MUSIC VIDEO CONFORMED TO THE CONVENTION OF INCLUDING LIP SYNC. LIP
SYNC IS SEEN AT THE START OF THE MUSIC VIDEO RIGHT THROUGH TO THE END.
THEREFORE I CONFORMED TO THIS CONVENTION, DOING THIS HELPS CONVEY TO
THE POP GENRE.

4. COSTUME CHANGES
I CONFORMED TO THE CONVENTIONS OF HAVING MANY COSTUME CHANGES IN
THE MUSIC VIDEO. THIS IS DONE AS ITS ONE OF THE MOST CONVENTIONAL
THINGS OF A MUSIC VIDEO THEREFORE I WANTED TO CONFORM TO THIS.

5. EDITING
MOST MUSIC VIDEO HAVE FAST PACED EDITING.
I CONFORMED TO THIS CONVENTION AS THE SONG I CHOSE WAS UPBEAT
THEREFORE USING FAST PACED EDITING IT COMPLEMENTED IT. WHERE POSSIBLE I
HAD MY EDITING FOLLOWED THE RHYTHM OF THE SONG WHICH IS ALSO
ANOTHER CONVENTION OF FORM.

6. RETIME FAST
FOLLOWED THE CONVENTION OF SPEEDING UP SOME OF MY FOOTAGES, FOR
SIMILAR REASONS TO MANY OTHER EXISTING PRODUCTS. I SPED UP THE ARTIST
DANCING OR LIP MOVEMENTS. I RETIMED THE DANCING TO MAKE IT FIT TO THE
BEATS AND ALSO TO MAKE IT MORE IMPRESSIVE AND STRIKING. EXAMPLES OF
THIS DONE IS ABOVE.

7. EDITING TECHNIQUES
I USED COLOURED FILTERS IN SOME OF MY FOOTAGES IN ORDER TO CREATE FUN, HAPPY
ATMOSPHERE. I BELIEVE SUCH VIBRANT COLOURS USED WILL APPEAL TO A YOUNG AUDIENCE.
COLOURED FILTERS ARE UNCOMMON IN MUSIC VIDEOS THEREFORE I HAVE CHALLENGED
CONVENTION. ALL THE COLOURS USED AT LEAST REPRESENT SOMETHING RELATING TO THE SONG.
THE BLUE REPRESENTS THE TEARS SHE SHED OVER THE RELATIONSHIP, THE GREEN IS THE JEALOUSY

8. REVERSE
I CONFORMED TO THE CONVENTION OF EXISTING PRODUCTS BY INCLUDING SOME
REVERSE CLIPS. I USED THIS EDITING TECHNIQUE AT THE BEGINNING OF THE
MUSIC VIDEO N ORDER THAT THE MOVEMENT WAS ON THE BEAT, IT IS ALSO A
POSTMODERN TECHNIQUE, IT SHOWS THAT CELEBRITIES IN MEDIA PRODUCTS ARE
NOT REAL/ LIVING NORMAL LIVES (YOU CANT REWIND REAL LIFE. AND THAT
MEDIA IS THE REAL REALITY.)

9. HOWEVER, UNLIKE MY MUSIC VIDEO, MANY OF THOSE USING REVERSE EFFECT USE
IT CONSISTENTLY THROUGHOUT THE MUSIC VIDEO. IN THIS ASPECT I
CHALLENGED A CONVENTION AS I ONLY USED IT IN SMALL AMOUNTS THROUGH
MY MUSIC VIDEO. EXAMPLES ABOVE.
https://www.youtube.com/watch?v=BMaT2nG
aEVg
https://www.youtube.com/watch?v=RB-
RcX5DS5A

10. EFFECTS
• A PRISM EFFECT HAS BEEN USED IN BOTH MINE AND ZAYN MALIK’S ‘PILLOW TALK’
MUSIC VIDEO. THIS HAS BEEN DONE BY THE PRISM CREATING A TRANSPARENT
OPTICAL ELEMENT WITH FLAT, POLISHED SURFACES THAT REFRACT LIGHT. HAVING
THIS AFFECT ALLOWS TO GRAB VIEWERS ATTENTION, WITH THE MULTIPLE USES OF
COLOUR AS IT ALSO HYPNOTISES THE PERSON.
• A KALEIDOSCOPE EFFECT IS OFTEN USED THROUGHOUT MY MUSIC VIDEO AS I
BELIEVE IT WAS AN EFFECTIVE WAY TO DEMONSTRATE FOOTAGE, THIS EFFECT IS
ALSO USED IN OTHER EXISTING MUSIC VIDEO LIKE ZAYN MALIK’S ‘PILLOW TALK’
THEREFORE ME DOING THIS CONFORMS TO THE POP GENRE AS IT IS ALREADY USED
IS EXISTING POP PRODUCTS.
https://www.youtube.com/watch?v=C_3d
6GntKbk

11. THE ARTIST
IN MOST MUSIC VIDEO THE ARTIST IS FEATURED IN THE VIDEO ITSELF.
CONFORMED TO THIS CONVENTION. IT HAS ALLOWED ME TO CREATE A BRAND
WHICH PEOPLE WOULD BE ABLE TO BUY INTO TO GENERATE PROFIT. TO ENSURE A
BRAND WAS CREATED MY ARTIST WAS THE SOLE PERSON TO STAR IN MY MUSIC
VIDEO.

12. PERFORMANCE
MANY MUSIC VIDEOS CONTAIN A LARGE AMOUNT OF CAST MEMBERS. I
CHALLENGED THIS CONVENTION, ONLY HAVE MY ARTIST FEATURE, I BELIEVE THIS
SUITS THE POP GENRE AND ALSO THE LYRICS WHICH REPRESENT POWER AND
STATUS BEING EXPLORED.
SEE ABOVE FOR MUSIC VIDEO THAT CONTAIN LARGE CAST.
https://www.youtube.com/watch?v=VBmM
U_iwe6U
https://www.youtube.com/watch?v=LDZX
4ooRsWs

13. BECAUSE THERE WAS ONLY MY ARTIST IN MY MUSIC VIDEO, SOME FRAMES SEEMED
PLAIN AND BLAND, BECAUSE OF THIS I USED EDITING EFFECTS TO FILL THE
FRAMES, FOR EXAMPLE USING SPLIT SCREEN OR TILING EFFECTS. THIS MEANT
THAT MORE FRAMES WAS FILLED, AND ENSURED MY VIDEO WAS VISUALLY
EXCITING EVEN THOUGH IT ONLY FEATURED ONE CAST MEMBER.

14. FRAMING
CONVENTIONALLY THERE IS USUALLY A VARIETY OF DIFFERENT FRAMING TYPES
WITHIN A MUSIC VIDEO, TO CREATE A SENSE OF DIFFERENT DISTANCES BETWEEN
THE ARTIST AND AUDIENCES, EMPHASISE SOME EMOTIONS OF MISE-EN-SCENE
ASPECTS, AND CREATE A VISUALLY EXCITING AND VARIED PRODUCT. I
CONFORMED TO THE CONVENTION OF HAVING A VARIETY OF DIFFERENT FRAMES
IN MY PRODUCT, AND MANY OF THE FRAMING I USED FOR SIMILAR PURPOSES IN
EXISTING PRODUCTS.

15. MEDIUM CLOSE UP
I BELIEVE THIS IS THE MOST CONVENTIONAL FRAMING USED IN EXISTING MUSIC
VIDEOS AS THE ARTIST LOOKS RECOGNISABLE FROM THIS ANGLE BUT
BACKGROUND MISE-EN-SCENE CAN STILL BE SEEN. I USED THIS FRAMING QUITE A
LOT IN MY MUSIC VIDEO DUE TO IT BEEN THE MOST CONVENTIONAL FRAMING.
SEE ABOVE KATY PERRY IN ‘ROAR’

16. EXTREME CLOSE UP
I INCLUDED THE CONVENTION OF EXTREME CLOSE UP. HOWEVER I8 DEVELOPED
IT. I RELATED THE CLOSE UP OF THE LIPS AS IT LINKS TO THE LYRICS IN THE
SONG AS ITS ALL ABOUT ‘LIPS MOVING ALSO HAVING CLOSE UP OF LIPS CREATES
A SEXUAL TONE BY FOCUSING ON THE BODY PART WHICH HAVE SEXUAL
CONNOTATIONS. JUST LIKE RIHANNA’S RUDE BOY (SEE ABOVE)

17. VARIED ANGLES
TO MAKE MY PRODUCT VISUALLY EXCITING I CHOSE TO CONFORM TO INCORPORATE
A VARIETY OF ANGLES. AS I USED A HIGH ANGLE IN SOME OF MY FOOTAGES THIS
SHOWS THAT THE ARTIST IS FEELING VENERABLE AND TIMID THEREFORE EXPRESSION
HER FEELS THROUGH USE OF ANGLES.