In what ways does your media product use, develop or challenge forms and conventions of real media products?

By Amanda Ngonyama

Ways our music video develops conventions of real media products:

Pace and use of transitions

As our genre is the R&B genre and is a slow song, we decided to use smooth transitions like fade ins and fade out rather than just straight cuts all the time.

Our song was very slow, so when editing, we had to ensure that we had to make that when we made a cut, that it was in time with the beat of the song in order to compliment the pace of the song.

The following slides are examples of real music

videos with similar ideas regarding our storyline

and our variation of shots.

We thought that using a light source in this shot would soften the image.

Also the use of light shows that we used mis-en-

scene. We have high key lighting which could be

used to represent happiness and this idea of

happiness compliments the lyrics and the mood of

the song.

Use of fades throughout the music video

challenges real media conventions because in a real media product, fades

are hardly used and if they are used, they are

usually used at the end to fade out the video. The usual transition used to

separate clips is a straight cut.

Use of cross fades, emerging two images we used to soften the cuts to match the storyline. The use of black and white as

oppose to the clips in colour were to separate

the present from the past and when the two were

emerged. It makes it clearer to the audience that the black and white

images are flashbacks and the fact that it is faded

shows that she is daydreaming.

Variation of shots

I did research into Beyonce-Halo and from

our research I discovered that she mostly uses close

up shots. This is representing intemecy

and emotional identification of the

characters and for this reason we thought it

would be a goo idea to involve these kind of shots in our media

product.

Rihanna- We found love has romantic lyrics so we thought we would develop

our music product by getting some idea’s from

her video.

Our kind of video conforms the R&B

conventions because R&B music video’s usually

romantic feel to them so we used these ideas in

order to fit the requirements to develop our video in terms of R&B

conventions.

Developing media product conventions Lip

syncing

Lip syncing is not just a key convention in the R&B genre but is a requirement in all genres whether it is rock or a pop music video. They usually all have lip

syncing in the video so we had to ensure that lip syncing was a regular occurrence so that we showed that we were developing the use of

conventions in our video.

Sensual scenes developing R&B

conventions

R&B music video’s are generally romantic so are

often sexual. Cassidy- Hotel had a huge

influence on our ending as it was quite saucy to leave the audience questioning themselves what happens next. However, we were not going to get nude as

that would be totally inappropriate for the task we have been set so we thought we would do the same kind of scene but

with clothes on so that it is suitable and sensible.