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

? Below are screenshots of examples of where I have met common music video conventions. I have also looked into Andrew Goodwin‟s theory featuring the codes and conventions of successful and popular music videos. Andrew Goodwin’s theory consists of: • • • • • • A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics. A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music. Genre-related style and iconography present. Multiple close-ups of the main artist or vocalist. Voyeurism often plays a major part, especially in relation to females. Intertextual references to other media texts may be present.

My music video

Jason Mraz‟s music video

John Mayer‟s music video

This is an example of the genre-related style and iconography being present. Acoustic guitars are stereotypically known to be an important prop to country artists, such as Jason Mraz and John Meyer, as most of their songs feature the instrument. This code and convention allows the audience to recognize the genre of the song and my music video (country genre).

These are examples of following Goodwin‟s theory. Multiple close-ups of the main artist or vocalist are used. Close up shots of our artist Conrad will capture the audience‟s attention and enables them to become familiar with the artist. Moreover, the use of multiple close up shots will engage the audience in seeing the artist‟s emotions and facial expressions clearly. For example, in the song “I‟m Yours” there is a little „hmm‟ featured in it, and to portray the laid back and carefree attitude of the „hmm‟, I have used a close-up shot of my artist to express the emotion of it, allowing the audience to see the visuals matching the song.

Intertextuality is the shaping of texts' meanings by other texts There are some texts that directly refer to one and another, for example: in one episode of Simpsons, there was a reference to the famous film "Psycho". I did not include a lot of intertextual references in my music video because I did not want my audience to be thinking of another media product whilst watching and listening to my media product. However, during the pre-production stages, I did consider including intertextual references of another media product because I knew it could potentially help me gain new audiences. For example, if I had referred to Rhianna or Justin Bieber (both with extremely large fan bases), I could have possibly gained some of their fans, as their fans would view my product and artist to be a fan of their idol, and therefore respect my artist and product. Alternatively, those fans could possibly view my product, as being a copy version of their idol‟s, and consequently my artist would not gain new fans/audiences. Intertexuality used: • Summer Paradise music video by Simple Plan - Referred to the beach scenes of the artist playing the guitar and also singing.

My music video

Simple Plan‟s music video

In the screenshots below, a relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music is demonstrated. The purpose of this is to allow the audience to understand the emotion of the song, an example that had influenced my decision making to feature this convention is Adele‟s rolling in the deep. As the tempo of the music was building up and with the beat becoming more dominant when reaching to the chorus, fast shots of plates being thrown, glasses of water shaking in beat with the music and the dancer dancing faster and faster is shown. This is to enable the audience to feel the emotion of the song, and it illustrates the connotation of the song and music.

Being influenced by Adele‟s rolling in the deep, I decided to apply it to my own music video. When the music was reaching up to the chorus, where the tempo was notably faster, a clip of one of the rides moving fast is to illustrate the change in the tempo of the music.

During the editing process, I decided the scenes of Conrad trying on different outfits should be sped up to match the pace of the song, as it was increasing during around three quarters of the way through.

After the chorus, the pace of the music resumes back to its normal pace. To demonstrate this to the audience, I decided to include a scene of Abi finishing her phone call at a normal pace to distinguish the difference in speed to the scene previously before (the sped up scenes of Conrad trying on different outfits).

Following Goodwin‟s theory, I have also featured in my music video a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics. As the scene of Abi coming over to speak to Conrad who is looking lovingly at Abi is played, the lyrics “love, love, love” are played along with it. The visuals illustrate the lyrics, as the visuals demonstrate Conrad‟s feelings to Abi and connote the emphasis of the repetitive word „love‟.

A scene of Conrad walking away looking sad and upset is played alongside the lyrics “I won‟t hesitate”. The visuals contradict to the lyrics, and this is to further allow the audience to feel the emotion Conrad was feeling - given up, lost hope and sad. The contradiction enables the audience to see the contrast in the current mood of Conrad‟s, which is a bit pessimistic compared to the whole song, which is being optimistic.

“Now open up your eyes and see like me” this is played alongside sped up scenes of Conrad trying on different outfits. The visuals match the lyrics, as the lyrics are sang to Abi implying that she needs to open up her eyes, look around and realize that he (Conrad) is there for her the whole time, who is also trying hard for her to take notice of him - impressing her with different outfits.

What I did differently to music videos that belonged in the country genre category is that I included black and white edited scenes in it. This was to give background information to the audience, and this was creative because within the country genre category. Moreover, I have followed the circular narrative theory where the video ends with the beginning. This makes my work creative because I have also created an enigma right at the beginning of the video - where the audience will be questioning as to why Abi is running up to Conrad to give him the lolly back. The audience‟s question will be answered at the end of the video, with the same scene-taking place.

I have looked at several different digipaks when creating my final product because I wanted to identify the codes and conventions of album digipaks. Some of the codes and conventions include: • • • • • • • • • • Barcode Record company label logo, name and address if possible Copyright Track list Front cover Back cover CD disk Name of the album and artist Colours on the album are generally similar and match with one and another Possibly an image of the artist or something relevant

With these codes and conventions, I then applied it to my own version of the album digipak to ensure that my product looked as realistic as possible. I created one sample version of the album digipak, and Chloe and Tayla who are in my group, created another sample.

John Mayer‟s album

Taylor Swift‟s album

My album

For the front cover, I had merged Taylor Swift‟s and John Mayer‟s albums together as inspiration to create my own version of the album digipak. Using John Mayer‟s idea with a guitar, I decided to feature Conrad playing the guitar on my album to connote to the audience that he is a country artist. Also using John Mayer‟s album as an inspiration, I decided that I wanted the different level colouring similar to his album. Therefore, I changed the levels of the colouring - making Conrad‟s face looking bright in contrast to his clothing and guitar. This is to draw the audience‟s attention on Conrad‟s face. The background of my album digipak is blurred to allow the audience to focus on Conrad and text. This is an inspiration from Taylor Swift‟s album, as the background in her album is somewhat patterned and blurred to bring focus on her face. What I had done differently to other album digipaks is the layout of the text. Instead of having the artist‟s name being the larger one between that and the album title. I decided the album title should be the larger text. This is because I felt that the audience would already know who Conrad is with such a large image of him. Moreover, the audience needs to know the album name, so having the text larger will draw the audience‟s attention to the album name and also the image of Conrad, where they will then be able to identify him.

One Direction‟s disk

My disk

For the disk, I used One Direction‟s as an inspiration. I liked the whole idea of theirs because it looked simple, clean and plain. I decided that the colour of my disk should be black to relate back to the side rectangle on the front cover, to tell the audience that there is a link. Moreover, the type of font and colour are the same as to the ones on the front cover, and again it is to show a link. Just like One Direction‟s disk, I placed the text at the top to draw the audience‟s attention to it, rather than the record label‟s logo. I had featured the music record label on the disk as through my research, it was identified as one of the codes and conventions.

My version My friend‟s version

For the back cover, I was actually inspired by one of my friends. She had been using one of my photos to play around on photoshop and created the back cover of an album digipak. Prior to my final back cover, I had already created one that I thought looked a bit too fake and too cartoon like, and therefore I used my friend‟s album digipak as inspiration. The font was different on my copy, as I felt it would be more easier to read, I blurred the background to draw the audience‟s attention on the text. I had also changed the colouring of the photo to emphasis the blue to link back in with the front cover and the colour of the fonts on the disk and front cover. A barcode, copyright and record label logo is featured to follow the typical codes and conventions of an album digipak.

This is an additional page to the album digipak. I decided that I wanted a guitar within the composition because it would once again distinguish Conrad as being a country artist, and it is also a genre-related icon following Andrew Goodwin‟s theory. I blurred the background again to bring focus on the text, guitar and signature. I have featured Conrad‟s signature to please the fans.

Drafting and creating the posters was part of Chloe‟s role, and so I knew quite limited knowledge on it. However, when I had finished my album draft version of the album digipak, I decided to do some research on posters hoping to give Chloe good feedback. Codes and conventions of poster: • • • • • • Album title and artist name Where it can be purchased Bold text Image of the artist or something relevant Website of the artist Possible reviews

John Mayer‟s version

My version

I have showed Chloe John Mayer‟s promotional poster, which used the same theme and concept to his album. We discussed that there should be a link in the concept and colour of the poster and album, so therefore Chloe had photoshopped an image of Conrad, blurring the background to bring more focus on the texts. The emphasis of blue is once again there to connote to the audience the mood of the album. We decided to use white text as it looked compatible with the blue, and because Conrad‟s outfit is mainly consisted of dark colouring, white coloured text would be a good contrast. The guitar featured is once again to demonstrate a genre-related icon.