Evaluation / Question 1

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

A music video generally follows conventions imposed by it’s genre and typically applies Goodwin’s theory. My group partner, Hannah, and I created an EDM music video to Avicii’s ‘Levels’. We researched various music videos of the EDM genre and found that many of them did not feature its artist or a narrative. We followed this convention by not featuring the artist. In addition, our music video does not have a clear narrative, the female character is shown transporting from place to place after she touches the logo for our artist- ‘L|NES’. The logo is featured heavily in videos where the artist is not seen as the logo is used as a form of brand identity. Due to this, we did not follow Goodwin’s convention of multiple close ups of the main artist- yet we did feature many close ups of the female character. Other than that. we followed the majority of Goodwin’s conventions as shown in our final music video. As we chose an EDM song that ranges in tempo, we were able to form a relationship between the music and the visuals easily. This is shown in scenes such as the use of fast paced editing to fit with the beat of the track. Once the beat drops towards the end of the video, the scene cuts to the club scene which also fits with the upbeat tempo of the music. Additionally, the use a club- where we also heavily used neon colours-  follows a typical convention of EDM. We also formed a relationship with the few lyrics in the song- the female character is shown singing along. Although our female character is not heavily sexualised- her outfits in many scenes are baggy and show little to no skin- we did choose to have a tight fitting costume for the club scene in order to fit within the typical style of clubbing wear. The female character is shown to wear a t shirt with a tight black skirt. She is bare-legged wearing chunky high heels. Through the close ups of her legs and outfit, we present her in a somewhat voyeuristic fashion. The idea of the character seeing the ‘L|NES’ logo everywhere she goes is an intertextual reference to Clean Bandit’s ‘Rather Be’ music video.