One of the main theorists I looked at to see whether our music video either conformed to or challenged existing media products is Andrew Goodwin. I explain his theory in the Prezi below and then go on to apply it to our own music video.
When making our video and deciding if we wanted to conform or challenge the conventions, we had to look specifically at music videos of the same genre as ours and see which characteristics they adopted.
An example of an existing music video that follows the studio convention is La Roux's song 'Bulletproof' as seen below.
In this GIF, the camera pans around MiraJax's heads whilst Mira sings the lyrics 'like a map of my brain' to indicate a literal interpretation of the lyrics as the camera movement implies looking around their brains.
In this GIF, Mira and Jack stand outside the station and we edited the clip to make it sped up. This shows a literal illustrative interpretation of the lyrics 'too many voices drown the ones that need to be heard the most' because the people in the background act as the voices that are surrounding them.
In this GIF, the visuals show an amplified interpretation of the lyrics because as a group we understood the lyrics to tell a story of a girl breaking free from restrictions, remaining sweet and true to herself. The balloons on set were our way of indicating a celebration of freedom, the flower petals show the destruction of expected femininity and the heart lollipops show that she has a sweet heart and wants to love herself.
Another convention we followed from Goodwin's theory, is the record label demand for a reoccurring visual motif. We used the beat on the chorus to edit beauty cutaway shots which show Mira's face/body parts in close up shots which draws attention to her style. This also follows the convention of an illustrative relationship between the visuals and music as we edited on the beat. However, we didn't include any voyeurism or intertextuality because it didn't fit in with the storyline we created. Below is a clip form our video that shows our visual motif that has been edited on the beat.
Another theorist we looked at is Carol Vernallis. She bases her theory around four concepts that determine how a video is constructed; narrative, editing, camera movement and framing and diegesis. I explain her theory in the Prezi below and then go on to apply it to our own music video.
Judging by the forms and conventions highlighted in this theory, our music video is appears to be equal in it's levels of conformity and challenge. I have purposely picked out one point from either the conform or challenge column for each concept. The points I have picked out are then demonstrated with an example as they are the most important/obvious points.
We didn't want our music video to conform fully to the forms and conventions that both Goodwin and Vernallis highlighted because we felt this would subtract from the uniqueness of our video and would therefore be less interesting to watch. It was a key factor for us that our video had lots of narrative to engage a UK, urban audience, but also lots of studio to reveal our artists' style and aura.
The conventions of an electropop artist website can be seen in the diagram below.
With our website, we conformed to conventions on the basis that they are key for promoting an artist well and there are important requirements to think about such as all the necessary pages, however, we were able to then further developed some conventions by adding even more interactivity on our website in order to make it more entertaining and engaging.
On the left is an image that shows one of the conventions we conformed to for artist websites of the same genre. We wanted to include a home page that promoted the album because this is ultimately a huge source of income and a lot of the website revolves around songs on this album. Many artist websites have this on their home page, with links to buy the album and listen to the song on iTunes (we also included live links to allow our audience to do this) because it gives their fans purchasing opportunities, enabling them to feel engaged and connected with the artist on some level.
On the right is an image that shows how we developed conventions as we included the chance for our audience to enter a competition, as well as a meet a greet where fans can meet MiraJax and get the new album signed. We wanted to include these opportunities because we felt it added a new dynamic to our artist and fan relationship, showing our duo to be very connected with their fans. Other websites of the same genre only make use of merchandise and subscribing pages, along with social media links. This may be because they are tailored to an older target audience. It seemed that a lot of pop artist websites had more interactivity such a quizzes on Little Mix's website and this could be because their target audience is younger (a similar target audience to ours).
Below is a table that highlights the most important conventions of a debut album cover. As is clear, we followed all the conventions mentioned. We did this because ours is a debut album and so in order for it to sell and get MiraJax's name out there, it had to appeal to our audience. If our duo were bigger and more well known then we would be able to experiment with our album cover more as we would have already built up a big fan base who know our music well and so they would buy our album regardless.