In order to create a successfully genre and audience represented music video, every music video has to take a form of many conventions to uphold its genre features and appeal to its target audience. Andrew Goodwin's theory is an example of conventions through music types consists through every music video, with or without knowing. However there are many conventions which may not be represented in a music video and and this may be seen as a rejected or challenging convention.
1.
Conventions of a music video form
The music video demonstrates genre characteristics
Evaluation of my music video
My music video is a hybrid of genres therefore it consists around both Gospel and R&B elements. Therefore it does demonstrate both genre characteristics. For example the music video is of two strong ladies who want to spread the word of God around to both believers and non believers, It reaches its genre characteristics.
For example the music video is of two strong ladies who want to spread the word of God around to both believers and non believers, It reaches its genre characteristics through having not only a gospel singer but also a urban modern street rapper.
Evidence
Suggested Improvements
In relation to demonstrating genre characteristics, a long term improvement that I would take into consideration would have been to ensure that small elements of genre characteristics where not only shown through vocals however shown through small visuals such as having small symbolic factors such as rosemary beads to demonstrate gospel genre characteristics and items of jewelry to represent R&B characteristics.
2.
Conventions of a music video
Relationship between the lyrics and the visuals.
Relationship between the lyrics and the visuals.
Evaluation of my music video
There are many strong relationships between the music and the visuals within my music video. It is often important to have this convention as it allows the audience to understand and relate to what is being presented. For example in my music video the chorus consists of the repetitive line "Shout, Shout" of which the two main actors use hand gestures in making the idea of being active and joyful visible.
Evidence
Suggested Improvements
When displaying a clear relationship between the music and the visuals it may have been a good idea to show a narrative small visual in relation to one of the main case studies which are mentioned within the song. For example the beginning of the first verse reads " there was once a time I thought Id never make it" a good way to effectively present this in relation to the music and the visuals would have been to have a narrative story of the journey that she been through.
3.
Conventions of a music video form
Frequent voyeuristic treatment of the female body.
Evaluation of my music video
This is commonly seen through most R&B conventions, however as this music video is a hybrid of genres the gospel elements of this music video requires all visuals to follow a gospel convention of which is peaceful, humble and respectable especially in regards to the voyeurism of females. My music video challenges this convention as both females are always conserved which makes it suitable for all age related audiences.
Evidence
Suggested Improvements
As the element of a gospel genre interlocks with the R&B genre, it would be unforeseen to display the artists as proactive, when choosing a hybrid of genres it is important to understand and sympathize with both small factors and large factors with each individual genre convention. Therefore in this case there would be no further improvements in relation to the female body.
4.
Conventions of a music video form
There is a relationship between the music and the visuals
Evaluation of my music video
When exploring the relationship between the music and the visuals within my music video, it may be a good idea to explore the R&B gospel rap element of the music video. A clear example of when there is a relationship between the music and the video is when one of the main actors Elyon begins her rap. The second line of the rap goes as follows " we about to raise this roof no doubt", of which the camera is placed at a low angle and she points in confidence at the celling, with a smile. Not only is this one example of the relationship between the music and the visuals but it is also a good example of how the audience are able to relate to the music video effectively.
Evidence
Suggested Improvements
The relationships between the music and the visuals would have been successfully seen through if I had displayed more examples of this convention, this could have been carried out through again having more symbolic objects of which are visible for the audience.
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