Q1- Evaluation

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

In our music video it challenges some of the conventions for example it follows the theory of Goodwin
Goodwin states that there are 6 main conventions of a music video. These are the relationships between visuals and lyrics , relationship between visuals and music , genre characteristics , star Image , Voyeurism and Intertextuality . 

Performance

When researching existing Zara Larsson music videos one convention we particularly highlighted was the use of performance. We identified from our research that in not only Zara Larsson videos but other pop artists there is live performance or choreographed dance in the majority of videos. However instead the artist sings the lyrics of the song into the camera and dances to the beat showing different types of emotion, when planning we decided to use this convention as it occurs throughout the majority of the videos and is therefore an important and familiar convention .

 In the majority of our video the singer looked directly into the camera singing the lyrics of the song and also dancing to the song.

 Also Andrew Goodwin said that record labels demand a number of close ups of the artists in music videos and this is what we have done. 

Locations 

Another aspect of pop music videos are the locations. When researching Zara Larsson existing videos, we identified that the videos for this artist in particular were filmed on just one location and it was more in a studio based song where it had a lot of green screen production involved . However this was simple and it still had a summer vibe to the video because the use of colours and effects. We looked closely at the video "Heart skips a Beat" A song from the artist Olly Murs who is a Pop Singer , and this video was filmed around parks and mainly skate parks . We used this convention by filming parts of our video in the park and skate parks however because our location (The park) was a bit plain because of the too much greenery so we developed this convention by filming in other places too . 
 

We feel this development worked as we kept the locations realistic and they are all in relation to each other and made sure that it linked with the genre and the lyrics. The locations we used included a basketball court , the park, the skate park.

Because the song of this artist has a Music video which doesn't have a narrative we decided to add a narrative which challenged us to do our own research on the typical stories conveyed in typical pop genre music. This Video doesn't have much of location changes and we had to develop conventions from the artist’s previous products in order to create a new video for our chosen song and look at other pop genre music to make the video interesting and appeal to the target audience. After researching existing products, my group has identified codes and conventions of music videos and through planning and production we have attempted to use, develop and challenge these aspects.

Editing

Our research of pop music videos showed that this music video was fairly fast paced and animated with lyrics. We discovered this was due to the editing in which shots are fairly short and a simple cut is used between each shots.

When planning, we decided to also use short clips and we planned to make some of the lyrics pop up to make it more of a pop genre ,also adding shorter cuts nearer to the end of the video so that it quick and it is not boring and it goes with the beat.

 However, in production although we have used this convention with the majority of our shots being short, we have developed this as in a few particular shots as we pan around her singing to the camera and there there are many close up shots to define the lip-syncing.

 In Zara Larsson Music video she starts of with a shot of her wearing a heart necklace and she takes it off and throws it  in which then she starts singing which sits the whole song because its about having fun. In our video we used the unravelling of a necklace but it a different way by doing a scene of a date which where the girl doesn't like it and its about moving on. There are some scenes where the singer in our music video where she is being funny and just dancing around and not lipsyncing to the video gives an element of fun to our video associating to the upbeat pop music genre.