1. Q1: In what ways does your
media product use, develop or
challenge forms and
conventions of real media
products?
By Pooja Dhimmar

2. Iconography
The first convention of a music video by
Andrew Goodwins is that the artist may
develop their own star iconography in and
out of their videos which becomes part of
their star image.

3. For our music
artist the iconic
item we used in
and out of the
music video is
the hat.
Iconography
This links to Goodwin’s
convention, because the
hat is a motif and is a
reoccurring theme. The hat
is seen on the magazine
advert and on the digipak.
This
convention
and motif is
used in real
grime music
videos. For
example in
They Got It
Wrong by
Lethal Bizzle
you see him
wearing a hat
in most of the
video.

4. Voyeurism
The next convention is that the music video
is likely to be reference to voyeurism (the
act of sexualised looking).

5. Voyeurism
We have challenged and used this
convention of Goodwin’s. In most
modern music videos females are
normally sexualised, but in our music
video we create a vulnerable image of
a male, subverting from the convention.
We make our character vulnerable by
using various shots e.g. having him
being slapped and having a close-up
shot of his bum. Although in Goodwin’s
convention he doesn’t state a specific
gender, so in a way we reinforce this
convention, because we have
sexualised a person.
We have subverted away from the
grime genre for this convention,
because most grime music videos
sexualise the female and portray men
as the more dominating character. And
example of this is Heatwave by Wiley,
because there are shots of women in
bikinis.

6. Lyrics & Visuals
The third convention is that the relationship
between lyrics and the visuals either
illustrate, amplify or contradict the lyrics.

7. Lyrics & Visuals
Again we subvert away
from the lyrics, because we
sexualise our main
character and make him
look vulnerable. The lyrics
state that he’s “got it in the
bag” implying that he will
hook up with a girl, but in
our music video we make it
look like he “hasn’t got it in
the bag”, because he fails
to impress three different
women. He gets slapped, a
balloon popped in his face
and water poured on him.
Although for some lyrics the
visuals match up e.g. “take
a couple sips on the sofa”
and we have shots of our
artist sitting on a sofa and
shots of drinks.

8. Music & Visuals
Another convention of Goodwins is that the
relationship between music and visuals
either amplifies, contradicts or illustrates
the music.

9. Music & Visuals
In our music video we
amplify the music by
having people dance
along to the beat of the
music and editing the
video so some of the
shots cut to and from the
narrative on the beat.
The main part of the
music video where it
really amplifies the
music is the runway
scene towards the end of
the video. A grime video
that amplifies the music
is Na Na Na by N-Dubz
as they do the similar
thing of editing and
cutting on the beat and
having the arists jump to
the beat.

10. Digipak
To keep the same urban, grime feeling and to stay in our genre, we used dark
colours on the digipak. This same colours theme runs throughout our music
video and magazine advert, since the lighting in the music video is dark and the
magazine advert uses the same colour palette. Our target audience are
teenagers and young adults, so we wanted to still keep a cool image for our
artist. This is why we used the same motif on the magazine advert and music
video which is the hat. The style and reoccurring motif helps the audience
identify our music artist.

11. Magazine Advert
To make sure we linked the
magazine advert and digipak
together and helped our target
audience identify the grime genre
and music artist we used a track
from the tracklist used on the
digipak on the magazine advert and
we also used the same colour
palette. Another way to help identify
the grime genre we used a side view
of our music artist as we discovered
from our research that many grime
artist like to not look directly at the
camera. Another convention that
links all three products together is
the iconic motif, which is the hat.