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1. In what way does your media product use, develop or challenge forms and
conventions of real media products
The music video I created adapts to some of Andrew Goodwin's ideas
on music videos, such as the fact that there is a link between the visuals and
the lyrics. This is relevant to my product which I have created as I have
created accurate visual representations of the words in the song. For example,
a mid-shot of both my models sitting playing a game which is meant to show
the lack of interest and the distant relationship, which could be linked to the
lyrics: “only know you love her when you let her go”. The pace of my music
video might also link to Goodwin‟s theory that music and visuals also link at
times, creating deep meaning for the audience to follow. The song I chose “Let
her go” by Passenger is of slow tempo, therefore when editing my music video,
I ensured to keep a slower pace, therefore I made sure the cuts of each clip I
used were on the beat of the song.I didn‟t want to oppose the melody of the
song. The fact I filmed my music video with some slow-mo effect might also be
what made the pace so well fitted with the song, furthermore, I included long
shots without sudden cuts, and therefore it complied with the slow song and
the link between the tempo and meaning behind my shots.
Additionally, Goodwin states that music videos might also be used to
magnify emotions and moods, without completely illustrating the song,
leaving some to the creation of the mind. In terms of this suggestion, my
music video obeys perfectly, due to how the sad mood and sense of loneliness
is displayed by mainly my female protagonist character in my narrative,
capturing the essence of the song, whilst creating a completely sympathetic
storyline. This grasps the audience‟s attention, keeping their interest the
whole way through, until at the end where the conclusion of the relationship
highlighted throughout is finally enclosed.
In terms of the representation, I attempted to create a sense of innocence and
freedom within my music video. I did this essentially using mise-en-scene. For
instance, by filming parts of my music
video as a mid-shot, out of a window
which is in shallow focus, created a feeling
of individualism and carelessness, which
was essential to be portrayed as it fit into
the storyline which hints that the girl feels
alone within her relationship, and
highlights that the main relationship is
with her and the music. Another way this was portrayed would be the effect I
have put represents the emotion she is feeling. The black and white effect I
have applied highlights and demonstrates a prime example of how her feelings
have been drained, represents her feelings towards her relationship, and how
the trees in the background can represent a sense of nature and realism.
This idea complements my song choice as within it are references to
letting go of the relationship and the memories which comes with it and that
person. This can make the audience sympathetic for the female and reflect
upon personal situations through taking things for granted: “only miss the sun
when it starts to snow”. This is a prime example of things which makes you

2. happy, and therefore do not realise until it changes and cannot get them back,
closely linked with my narrative.
My music video fits into the indie folk music genre, due to the footage
within my product echoing many shots used in music videos for artists such as
Birdy and Ellie Goulding. An example of this is my focus on nature and
emotions. Wide angle long shots of the trees and the bird flying through the
trees away from the camera are typical shots that are used in order to create a
calm feel to the video, suggesting that the relationship is as free as a bird.The
songs usually aim to make the listener feel peaceful and content – in contrast
to perhaps heavy metal music that aims to make the listener feel aggressive
and tense.
My focus on locations is what makes my music video so visually
appealing for my audience. The fact that I have got shots of my actress singing
the music live is engaging the audience to her as a person. Those who listen to
Indie Folk music will enjoy the outdoors and will also have an interest in
country music. Therefore, the locations within my video are easier for my
audience to identify with and relate to. On the other hand, those who listen to
Indie Folk music who live in busier city areas might find great enjoyment in
enduring within footage outside of their normal environment, creating a sense
of escapism which is what I am capturing within my narrative of my video,
therefore it is highly relatable. My video would essentially appeal to both
female and male, however at a younger age. This is because the artist
Passenger is in 29 years of age. This
highlights the fact that he has been through
the experiences of heartbreak, and therefore
can sympathise for the audience. Although
Passengers vocals are at a softer tone, the
emotive lyrics can be felt through the sound
of distress, metaphorical for the fact he
sounds as if he has been broken. In result, I
carefully picked my main actress to appear as
a young girl, small in size and petite. This is
so I could ensure that my audience would feel
a personal connection with my actress,
helping them to feel more engaged with the
narrative – which also means my video
applies to Bulmer and Katz' Uses and
Gratifications theory.
My video reinforces the concept of how the actions of other peoples can
impact on your own life in the long such as when in a relationship, in the form
of a linear narrative. The story begins at a homely environmentwith Sophia
playing the guitar, this is where it is first introduced that the video will be
focused on her and the aspect of her playing her live music, closely linked with
her love for music. However, the narrative is constantly interrupted by the
male actor I have used. It withholds the storyline slightly so that the interest of
the audience is kept throughout. This could make my story slightly more
interesting as, as it is not until the end that the audience will see the
relationship end as the build-up has taken its toll on the female.

3. Magazine Advert
Similarly to my music video, my magazine advert imitates the conventions of
real-media products in relation to the Indie Folk genre. The artists name is
written clearly in the middle, in a medium sized font, ensuring to grasp the
attention of Passenger‟s fans. Her name is written in the same way it is on the
Digipak – this creates a House Style and a common theme – so the artist‟s
products are easily identified each time. The title of the album is diagonally
places across the centre of the page, so that it sticks in the reader‟s memory. I
featured five-star ratings and quotes from other large music magazines and
music channels such as: “Breath taking”, also written by popular newspapers
such as The Guardian and Q Magazine, in order to give the album a feeling of
success and accomplishment, which audience members will appreciate as they
will know spending their money on this album will not be of waste. The
language I used to describe the album fit into the genre, as Birdy‟s target
audience will enjoy soft and atmospheric music, which I feel the words I have
used represent. The image of the old 50‟s radio also fit into the theme of my
music video, as it is set in that era and also conforms to the „vintage‟ fashion
that my target audience will appreciate. I created one in portrait and one in
landscape; this is because I wanted to ensure the album could be advertised I
various places, for example, a bus stop advert in portrait and also perhaps a
billboard in landscape.
Digipack Cover
My Digipak maintains this vintage style with the application of tints and filter
lights to the photographs I took when filming. Two of the images are of my
main actress walking through the woods looking innocent and gentle. This
conforms to the typical representations of Indie Folk artists, who are often
portrayed as angelic. Another photo is of my actress looking into her reflection
in the mirror, whilst wearing dark lipstick and a dark red fur coat. The concept
of identity and reflection is something I have used throughout my project, as
in my music video my artist looks at her reflection in a puddle. This is because
Indie Folk music is often about identity and makes the audience feel self
reflective and evaluative of their own impact on society; hence my
continuation of this theme throughout.
The CD holders and back page are all photos of trees/nature. This is because I
am trying to convey the tone of the album, highlighting the soft type of music
Birdy sings. Target audience members of Indie Folk will instantly associate
themselves with albums of this look. The filters on these photos make the
leaves and scenery appear sunlit and warm, making the album more appealing
and eye catching. I also included a record label logo of „Manza records‟ so that
industrially audience members will begin to recognise the record label and
associate it with this genre, helping to advertise the artist and the company at
once. The copyright details are also included as well as typical generic
conventions such as a track list and a barcode. These all contribute to making
my product look as professional and as close to real-life media texts as
possible.