Evaluation Question 1. In what way does your promotion packaged for your album (the video, digipak and magazine advert), use develop and challenge forms and conventions?

From the beginning of this year I started to research into the conventions of music videos by doing this I decided to analyse several different types of genre of music videos. I looked at r&b, rock and also pop, by looking at the different types of genre music videos I was able to see differences and similarities in music videos through the music industries. Looking at the different types of genre music videos gave me ideas on how to produce my own music video with in a group. We all chose to look at the pop music video genre because it looked more fun and exciting than the others. But we didn't want to make the average normalized pop music video we wanted a show a message through a narrative we went against the convention of the pop genre music video by doing this. 
We decided as a group for our music video we wanted to produce a message and meaning through the video and that’s why chose ‘Roar’ by Katy Perry. In advance to this we looked at the lyrics and how it mentions ‘you held me down but I got up’ and ‘you’re going to hear me roar’ I feel that these lyrics really started the thinking process for our music video and that’s why we pick this song. We wanted our music video to be a narrative on bullying so we decided to look at the audience age for the music video, the target audience for our music video are for the age 12-16 year old as I feel bullying has a big impact on peoples life’s from theses ages. 

We wanted to look at realism on bullying as bullying happens in every day to day life so some people could relate to the things which were being shown through our music video. For more research into a narrative music video we had to come up with a strong story line, we had to make sure it made sense and that it could flow in time with the music.

We looked at the lyrics while filming and how our filming through the shots fitted in time with the music, this then conformed to Andrew Goodwin’s theory because the lyrics are then observed through the video. The narrative of our music video also conforms to the ‘Hypodermic Syringe’ theory as the video is trying to produce a message on the realism of bullying which happens every day in schools all around the world.

In our video it does some show some conventions of the pop genre of music videos because our film has fast cut edits to build up the main part of the video, fast cut edits are usually used in this way. In our music video we have also conform to the convention of pop genre music video by the lyrics being in time with image in the video.In our group we tried as hard as we could to make sure the lyrics were in time with the video and i think this was really effective because it worked well as you can below is gifs showing part of our music video.

This is a gif taken from our film where the lyrics for this shot were 'You held me down but I got up'this shows