Evaluation Question 1

In what ways do your media product use, develop or challenge the terms and conventions of a real music video?

Music videos have many codes, forms and conventions embedded throughout music videos. These include portraying the image of the artist, introducing characters in the narrative, using visuals to amplify the lyrics, lip syncing and making sure the video fits the genre of music as well as the pace or speed of the song used. When finished our media video our music video follows each convention of professional music videos for example the codes listed above and others not included. Andrew Goodwin was quote saying that a music video responds to the pleasure of music, making the music visual in a way that accentuates assisting associations. We analyse the relationship between moving image and the music in a video and comment on if it illustrates, amplifies or contradicts what’s happening on screen. Our final video illustrates what’s happening on screen and amplifies the song lyrics, in our narrative we used a male and female throughout, showing the time they spend together, holding hands and looking after each other etc. We developed the media convention of “introducing character in narrative” in my opinion by having a interpretation of the song lyrics that didn’t necessarily follow the lyrics but instead we created a story around them. The music lyrics and tone was considered when we shot the video and therefore we used a setting specify for the narrative that symbolised a quiet abstract setting, therefore amplifying the lyrics in the song. It could also be suggested that during the editing process, as we used slow dissolves, black and white effects and video transitions that made the action smooth paced this linked well due to the song being quite lively guitar playing but a soft voice made it slower in pace.

When comparing out music video to that of Jack Johnsons music video ' Better Together, it is clear that we used the same aspects in our music video which was produced by semi professional equipment to do so.



Aspects from both music videos include, soft slow paced editing which tie in with the lyrics and amplify the song, black and white effects are used to show the relationship between the couple throughout the song. It could be suggested that due to the same type of genre of both videos analysed and songs chosen, the pace of the videos should possibly be around the same which can be clearly shown throughout.