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Within my music video I have used conventions to make my music video more recognisable as a pop music video. However, I have challenged some conventions such as Laura Mulvey's theory of the 'male gaze'.

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According to Carol Vernallis, jump cuts are often used. She identified base tracks as a key feature of music videos. Furthermore, she identified that the edits may be obvious in order to draw attention to them, such as special effects. The video below demonstrates how we followed this convention.

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Here is one of the artists outfit, where she is modest and not portraying her body to the 'male gaze'.

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Bruno Mars - 24K Magic (Official Music Video)

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'In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female.' - Laura Mulvey.

Laura Mulvey explains that within music videos there is women styled to be attractive and revealing, often in bikini's, as almost the prize of the man. This mostly relates to pop, rap and hip hop genres. An example of this would be the '24K Magic' music video. We challenged this convention, as the lyrics are about empowerment and modesty. Where it says 'God made me sexy, I don't care if only I know'. Due to this the artist Xyra was wearing more modest clothing with nothing too revealing.

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Goodwin states that pop music videos rely on repetition. In pop videos there are repetitions on images particulary when a line is repeated or during the chorus. The use of repitition familiarises the audience with the genre, making them have an expectation of what would happen in the music video.

We followed this convention carefully, by having similar choruses with a repeated signature edit. We made sure the clothing was the same in all choruses so the repetition would work effectively. Below is our music video where it demonstrates this.

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This is "29. Sama, Alison, Nadia, Jessi" by 283goswellg on Vimeo, the home for high quality videos and the people who love them.

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Andrew Goodwin has has that in music videos the lyrics are amplified within the visuals. Audiences enjoy this as they can better engage with a song if the lyrics are furthered, meaning they will share it with their friends and that will create views which gives in more revenue to the artist.

My group decided to follow this style of music video after seeing amplified music videos such as t.A.T.u's 'All The Things She Said'.

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t.A.T.u. - All The Things She Said (Official Music Video)

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We used the prop of a watch because the lyrics were 'ain't got time for ya' so we decided it would be a nice way to amplify the lyrics. We were inspired by many videos that used props that amplify lyrics, one especially being Beyonce's 'Hold Up'.

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Unlike films or TV programmes, music videos do not necessarily need to follow continuity editing. A lot of jump cuts are used in order to edit to the beat of the song. An example of this would be 'Dangerous Woman' by Ariana Grande.

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Ariana Grande - Dangerous Woman (Official Video)

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The video 'Lush Life' by Zara Larsson inspired me to add transitions. We had a part of the song where there were no lyrics, just a lot of 'ohs' so we didn't know what to put in that space. After watching the video we decided transitions of all the locations and settings would be good. We did this by overlaying different shots at different opacities. The end result worked well with the rhythm of the song.

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Zara Larsson - Lush Life (Official Video)

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It's a convention of music videos to have the singers name displayed larger in order to get more attention and the song's title next.

The font is a curved pink with shadows. It plays a huge part in branding and synergy, as I have used it across all my media products to make it recognisable as 'Xyra'.

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Within music videos and artists images in general, girls are always stereotyped with wearing makeup. Sometimes in music videos it gets quite advanced instead of natural. We followed this convention by doing bold eye makeup or lip makeup.

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It's conventional for an artist to have something that represents them specifically. Not only is it a great synergous link across different media products, but when you see that branding you think of the artist. For Xyra we chose curly hair.

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A convention of music videos is to edit on the beat. This makes the music video more visually appealing. This was conveyed in the music video which I have attached here.

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This is "29. Sama, Alison, Nadia, Jessi" by 283goswellg on Vimeo, the home for high quality videos and the people who love them.

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Music videos often have a signature edit which makes the video unique. We decided to follow this convention, by doing jump cuts at every word in the 'la, da, da, da, dee' part of the chorus. I have attached a video showing this.

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Educational Purposes, song rights to Tori Kelly

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Andrew Goodwin - Amplification (How we did it)

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Andrew Goodwin - Amplification (How we did it)

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Andrew Goodwin has said that music videos often have visuals which amplify the meaning of the lyrics. We decided that that would be how we present the structure of the music video. The video link shows different examples of how we used Andrew Goodwin's idea of amplification.

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This is for educational purposes, song credits go to Tori Kelly.

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Dua Lipa - New Rules (Official Music Video)

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A convention of music videos is to have different locations and costumes. This is important as it helps to identify the genre of music and represents the artist in a certain style. I was inspired by Dua Lipa's 'New Rules' music video, as she has three costumes and three locations, similar to mine where I have 4. Furthermore pop music videos are conventionally bright, which is how we designed ours.

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The way in which a camera is used is crucial to the music video. A convention of camera work is to have a variety of different camera shots, angles and movements in order to show the personality of the artist and make the music video unique. I have attached a video displaying different types of camera work used within my music video.

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For educational purposes, song rights go to Tori Kelly