You are on page 1of 10



Evaluation Question 1 By Adam


One of the most commonly used conventions in music video is

performance, this is where the artist is shown to be lip syncing or, if
its a band, performing the song. In my music video I included a lot
of performance shots such as the one pictured above (left) to
emphasise the pop aspect of the video. On the right is a still from
Jessie Js Flashlight, in this photo you can see that she is
performing the song. This, along with many other videos, is where I
drew my inspiration from as I wanted to create a similar brand
image to Jessie J approachable and normal but still quite pop and


Another very prominent convention within pop music videos is voyeurism,

which is most commonly used to sexualise the artist, as you can see in the
photo on the right (Ariana Grandes video for Dangerous Woman)
voyeurism is very strongly used to place the viewers focus on her body
and sexualise her. Because voyeurism is such a big convention in pop
music video today I wanted to include it, so as you can see pictured above
(left) I have used it in a much more subtle way. I didnt want to sexualise
my artist as thats not the image I wanted to create for her, so instead of
using voyeurism in the way its most commonly used I chose to place the
viewers focal point on her mouth which is more intimate as opposed to
sexual. This way I still used voyeurism, but I subverted it by simply making
the viewers look at her to create an intimacy that isnt sexual or for the
purpose of creating a reaction.


Costume in pop music videos play a major part in how the video is

perceived by the viewers, in the majority of female pop-artists music

videos nowadays costume is very minimal and is used alongside
voyeurism to sexualise the artists, for example in Lady Gagas
Telephone (picture right), she is shown to be wearing an extremely
revealing costume that doesnt actually consist of any clothing. Again,
because I didnt want to sexualise my artist in this way I dressed her in
a much less revealing outfit, with an essence of androgyny. I chose
this type of outfit because I want to create this sort of
normal/approachable persona for my artist and because todays
fashion very much consists of this almost androgynous sort of look
that both male and females tend to have especially in teens. So by
dressing her this way it is making her much more approachable


The use of very heavy makeup has become a very common convention in

pop music videos. Pictured above (right) is a still from Keshas We R Who We
R video and a very intense makeup look is shown. This kind of makeup is
used in the majority of pop videos to portray this star image which is
generally unattainable for most people and shows that Kesha is a very highup type of artist that can get makeup artists and have these high-quality
makeup looks that transform her for her videos. Because I want my artist to
have less of a high-up pop star image and more of an approachable normal
person one, I had her in a very simple makeup look (that I did on her) to
simply enhance her features as opposed to completely change them, this will
improve the approachability that I want to achieve because anyone can
create this makeup look without makeup artists doing it for them.

Lyric and visual links

Links between the lyrics of the song and whats seen on screen is
a big convention within music videos. For example in TLCs video
for Waterfalls the songs main lyric is about waterfalls, so they
use a lot of shots of water and waterfalls to link the visuals to the
lyrics. In my video the main lyric and name of the song is Rise
so I tried to include as many shots that connoted rising like the
shot pictured above (left), this shot shows the sky and the trees
from an upward angle which gives the impression of rising or
going high up.

Boy-Girl Narrative

In the majority of female-lead pop music videos nowadays there is almost

always some form of narrative that involves a boy. In these videos theres
usually evidence of Todorovs theory of equilibrium/disequilibrium/new
equilibrium which essentially just means things are happy, theres a
problem and then its solved. I wanted to subvert this theory so I drew
inspiration from Taylor Swifts I Knew You Were Trouble video in which
there is no new equilibrium as the video ends without a resolution to it.
However because my song was about rising over problems I decided to flip
this and start on a disequilibrium as my actors are arguing, and end on the
new equilibrium of her being over him, rising above her problems and being
strong and independent.

Breaking the fourth wall

Breaking the fourth wall is a convention thats used a lot in contemporary music

video, its essentially where the artist looks at the camera or addresses the
viewer(s) in a way that breaks the illusion of the artist being in a different world,
and reminds them they are the same as them. This technique is used in Justin
Biebers video for Ill Show You (right), throughout almost all of the video he
barely looks at the camera at all which creates this anonymity and idea of him
being in a different, unattainable world (which is how most artists are portrayed
because they are meant to be up on a pedestal in comparison to the average
person) but then all of a sudden he is looking at the camera and laughing with
whoever is behind it, which breaks that illusion the video had built up and shows
the audience that the artist is a person and makes them seem more appealing to
the audience because the audience could do what hes doing in the video; just
messing around in a scenic area. I decided to use this technique in my video (left)
because the main thing about my artists brand image is that she is supposed to be

CD Cover

In the pop music industry, having the artists as the main focal point
of the CD cover is a very big convention. As you can see pictured
above (right) a very close up still of Rihanna is the only thing on the
cover besides the title of the album, this, as well as its high
production, portrays a very specific sort of brand image which places
the artist high up on a pedestal, I wanted to create a similar sort of
simplistic cover like Rihannas with mine. As you can see I have done
a photo shoot with my artist (left) which does almost place her
slightly higher up as not everyone just has photo shoots all the time,
but having my artist in a more natural and everyday setting will
create this approachability aspect to her.

Magazine Advert

In my magazine advert pictured above (left) I have used several of the

conventions used in Jessie Js magazine advert for her album Who

You Are (right), such as including the artists name as a main focal
point, name of the album, release date, where you can buy it etc. all
of these conventions attract the target audience to buy the album by
enticing them with sneak peak information about the album prior to
its release as this makes it seem appealing to them because if they
like the artist they will most likely look it up and buy it.