In 1992, a man named Andrew Goodwin published a book called Dancing in the Distraction Factory, after researching the

history of music videos. This book details the codes and conventions of a typical music video, and I will explain how I have adapted them into my own. 1. Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band) Within the first few weeks, I had already analysed the codes and conventions of different genres so I had already produced a list of genre characteristics for the R&B genre that I would use. My list consisted of themes such as real life, power, wealth, stereotypical men and women, strong narratives, etc. My music video uses some of these characteristics e.g. the reality of the narrative and the consistent strong narrative throughout although other characteristics of typical R&B music videos have been challenged. For example, the stereotype of using women as sex objects and classifying them as weak has been completely turned around in my video as Tayla, who represents the females, is strong minded and is one of the main characters. Similarly, I have kept the timing of the male and female characters the same to promote equality and stray away from the stereotype of men being more powerful and dominant than women. I have also challenged the fashion of the R&B genre as I havent made my main artist typically dress like an R&B star 100% of the time. Agreed, in some scenes, such as the white curtain, he is dressed wearing a hoody and some trainers, but this is only because I wanted him to be recognisable for my target audience and the clothing they wear. Moreover, I think the typical R&B dress sense for both males and females actually degrades the genre and promotes negative opinions on females being weak and sexualised, and men being powerful and wealthy. I believe that creating a music video

with some positive characteristics of the R&B genre is a better way of connecting with the audience, giving inspiration, and setting a good example seeing as music is extremely important to this age group. 2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting) This was a very important part of my music video as when I was analysing previous ones, and also from the results I got back of my audience questionnaires, we all agreed that visuals and lyrics need to connect together. I have included this in my music video many times, the first time actually being the first scene which shows a car journey. This represents the metaphorical journey that the lyrics repeat throughout so I have made the car journey repeat 3 times in my music video to get this message across. Other ways I have done this is by carefully selecting scenes to go with literal lyrics e.g. the lyrics meet him is when the camera cuts to an extreme close up of Chris face as if the camera is literally introducing the audience to meet him. Another scene, which happens to be one of my favourite, is the lyrics of cant control which includes the montage of fast cuts of Ted dramatizing a scene where he acts insane. This is quite a literal representation of being out of control, but as the audience can visualise this, they will understand the lyrics more and realise that this uncontrolling feeling is what the characters are experiencing at the beginning when they are trying to escape, but cant. 3. There is a relationship between the music and visuals Before I began my music video, I had to listen to the rhythm of the song itself and understand where the key parts of the beat were and understand changes in tempo. For example, I understood that the tempo of the chorus increased every time which meant I had to plan to include fast cuts leading up to it to visually increase the pace. Similarly, at the end of the music video, the rhythm slows down and to include the

visuals, I had to use transitions such as cross dissolves and fades to literally slow down the time. Another way I did this was by altering the speed of some of the scenes, e.g. the break out scene where Tayla jumps in the air had to be slowed right down to fit with the rhythm of the song at that point. This is also an example of where the relationship between the lyrics and visuals is made too. I also had to remember that even though this song has a very strong narrative to it in just the lyrics itself, the beat of the song wasnt exactly slow which meant I had to make sure I didnt focus on the sad mood too much, as the upbeat of it would contradict this. Instead, I had to make sure that the characters had a happy ending when the music video finished, which also linked to leaving the target audience motivated and rounded off the narrative itself. 4. The demands of the record label will include the need for lots of close ups of the artists In the world of the music industry, its important that music videos are created to not only promote the song, but also the artist himself. I had to take this into account when planning the scenes for my main artist, to make sure that the metaphorical record label behind this music video would be marketing the artist too. To do this, I planned 2 different locations in which the main artist will be by himself so the focus of the audience is just on him. These settings appear quite frequently in my music video, and separate the narrative and purpose of the music video from the promotion of the artist.

However, I also included my main artist within the narrative itself just so he had more screen time and it put him into a role of the story that the audience can relate to as well. By making my main artist play the role of a guardian angel would have also met the demands of a music label because guardian angels are very positive things that probably most people would like to believe in, so the audience couldnt hold anything against him for this.

5. The artist may develop motifs which reoccur across their work (a visual style) Scenes which include the main artist do feature a lot of motifs (such as angles, shots, mise-en-scene and actions). For example, I have included lots of close-ups of my main artist when he is singing important lines so the audience can recognise that when there is a close-up of him, the lyrics are meaningful. Also, I repeat the use of his guardian angel role in both narratives of Tayla and Chris to reinforce the role that he is playing in both characters lives. I have also tried to include my main artist moving around a lot during the scenes when he is by himself to make them interesting and keep the visuals alive. A way that I have done this is by using the cross dissolve effect on the white curtain scene to have him dissolving into different areas one after another, which also reminds the audience of his guardian angel type powers of disappearing and reappearing. 6. There is frequently reference to notion of looking (screens within screens, telescopes etc and particularly voyeuristic treatment of the female body) As my music video challenges some of the key characteristics of a typical R&B music video, the use of sexual shots of female characters arent included. However, there are some scenes which reference the notion of looking, for example when my main character reaches out towards the setting at Dunstable Downs it suggests the thought of the characters looking out and grasping their dreams. This also appears again when Ted reaches up to the sky before it fades into another scene which suggests the thought of them reaching for the stars, or Ted reaching to some sort of heaven or God.

7. There is often intertextual reference (to films, tv programmes, other music videos etc) There is quite a lot of referral to the current ways of society, such as the pressure put on young people to achieve. Other music videos that I have analysed at the beginning of the course have shaped the way that my music video stands e.g. Hall of Fame with the use of the female and male narratives in sport, Outta My Mind with the camera techniques and editing process, Anywhere In The World for its shot use and sport inclusion, and also videos such as Good Intentions Do They Know Its Christmas Time and Wavin Flag for their powerful messages and inspirational themes.