Moodboard

Here is our mood board for our music video project. This was mainly done by my team member Eileen. 

Reflection: For the mood board, our main challenge was choosing the right colour scheme and finding the exact visual images we wanted, especially because we did not have many clear references at the beginning. This made it difficult to fully shape our vision and build a strong concept form the star. However, suing Pinterest helped us a lot since its algorithm suggested more relevant images based on our searches, which allowed our ideas to develop more naturally. We solved this by grouping our searches into specific categories such as "running scenes" or "fighting scenes," which made or easier to organise and structure each part of the mood board clearly. This also helped us understand the emotions and atmosphere we wanted to create. Next time, we could work even faster and more efficiently if everyone contributes images together from the beginning and communicates the overall vision more clearly.

Statement of Intent

This is our initial idea for our project.

Statement of Intent

Genre
Pop
Song Choice
Shapeshifter - Lorde
Target Audience
Demographic	GenZ (16-28) Low/Middle Class Mostly Women
Psychographic	Audiences with experience in toxic relationship/breakup Audiences who enjoy watching cinematic music videos Audiences who likes a dreamy / emotional aesthetic
How we will appeal to this target audience
The representation has a cinematic and relatable vibe that attracts audiences. By showing the story from a man’s POV, it interests both male and female viewers, especially those curious about toxic relationships. The emotional tension and dreamy atmosphere make the story feel more real and engaging. It captures how love can be both beautiful and painful, showing the struggles and emotions that come with a toxic relationship in a way that feels authentic and visually appealing.
Main inspirations
Our main inspirations come from both films and music videos that share a cinematic and emotional tone. The movie Waves inspired us with its cinematic style and editing techniques, while Euphoria influenced our use of color schemes and storytelling ideas. We also took inspiration from Just Married for the running scene, which plays a major role in our music video. In terms of artist, Frank Ocean’s music inspired the overall vibe, as his songs create a strong cinematic and emotional atmosphere similar to what we aim for. Maroon 5’s Maps and Kate Perry’s The One That Got Away influenced the toxic relationship theme and emotional intensity we want to show. Lastly, Harry Styles’ Golden inspired our running scene, even though the tone is different, it captures the same sense of movement that we want to include ( yearning men look ).
Artist Description (Star)
Name: Kika Laene (Katarina Laene)  Age: 24 For our Artist, we wanted to show that the music video and song are actually based on her real experiences. The story in the music video represents what she went through back in high school, when she was in a toxic relationship and felt trapped in all the emotional chaos that came with it. Now that she’s in her twenties, the artist looks back and uses the video to share her truth. She’s turning her painful memories into something meaningful and artistic. On social media, she shows herself as healed, confident, and genuinely happy. Her posts are all about self-love, growth, and speaking up about toxic relationships, hoping to inspire others who might be going through the same thing. The contrast between her past (shown in the MV) and her present (shown on social media) highlights how much she’s matured and healed. It also makes her story feel real and relatable, especially to young audiences who might connect with her journey from heartbreak to self-love or even the ones that are still stuck in it as a symbol of hope.
Performance
The performance in our music video will mix acting, lip-syncing, and expressive movement to show the story and emotions behind the song. The actress will act in scenes where she’s heartbroken, crying, and being the victim in a toxic relationship, showing what the artist went through when she was younger. The actor will act in scenes where he is being a jerk and yells, shouts, screams at the actress when they’re fighting but also afterwards regrets it all and wants her back. The artist will lip-sync the lyrics that match the situation and also implying that she’s been there because she has in fact been there because we're making it based on true events showing that she’s been through it and healed. She’ll also perform directly to the camera to make it feel more personal, like she’s sharing her story with the audience. There will be some expressive actions too, like walking away, breaking things, or looking in the mirror, to symbolize letting go, feeling helpless and anger etc.
Representations in video
The theme of toxic relationships plays a major role in our representation. We chose this theme not only because it connects to the lyrics, but also because it’s something people often avoid talking about. In reality, not every relationship is perfect or full of love and trust,  some are filled with arguments, manipulation, and emotional pain. We wanted to represent that reality because it’s something many people silently go through, and showing it helps bring more awareness and understanding. By portraying toxicity, conflict, and emotional tension, we’re showing the darker side of love that’s often hidden. It also lets us explore how people can feel trapped in unhealthy situations and how hard it can be to let go. Our music video doesn’t have a happy ending, and that’s on purpose because we wanted to keep it real and show that not every story ends with closure or peace. Sometimes things just fall apart, and that’s part of life too. Many audiences are drawn to stories with drama and emotional depth, so this theme makes our music video even more relatable and engaging. Overall, we want our representation to remind viewers that love isn’t always perfect , sometimes there isn’t a happy ending and to find peace in accepting that.  The artist represents the older version of the actress who plays the girl in the toxic relationship. The idea shows how the artist is looking back and reflecting on her past and remembering everything she went through and how it shaped her. While the actress shows the story as it happens, the artist represents the future version who has already lived through the pain and learned from it. On the other hand, the actress is still stuck in the toxic relationship, shown through her messy appearance, emotional breakdowns, and unstable energy. She represents the version of herself that’s still lost, hurt, and unable to let go. By showing both sides of the broken past and the healed present, we wanted to express how people can grow from pain and eventually become stronger. The contrast between the two characters helps the audience see the journey from heartbreak to self-acceptance, making the story feel more powerful and emotional.
Proposed Roles
Moodboard	Eileen
Storyboard	Lamiya
Location Scout	Lamiya
Filming Schedule	Eileen
Screen Test	Kristine
Behind-the-scenes	Kristine
Editing	Kristine
Digipak (research & development)	Lamiya
Social Media (research & development)	Eileen

Reflection: At first, our group was unsure about what song to use and how to describe our artist because the song initially felt unusual and difficult for us to interpret. This made it harder to develop a clear concept and direction for our project. We also struggled with time management, as we had less than three days to complete everything while balancing other school task, which led to moments of procrastination and pressure. However, we eventually had a serious and productive discussion where we shared our ideas openly and came to an agreement on a song that everyone felt confident and satisfied with. After that, we decided the task fairly amount group members, which helped us work more efficiently and ensured that everyone understood their responsibilities. This improved our teamwork and allows us to complete the work on time. I hope that we can organise and plan much easier and manage our communication to avoid confusion and last minute stress.

Research: Song Choice & Permission

Here is how we chose our song and got permission to use it before it gets restricted for our music video project. This blog post was done entirely by me (Kristine) with no assistance.

Song Choice

Before we were allowed to select a song, our teacher informed us that our choice had to be contemporary meaning it had to be related within the past five years. I found this quite challenging because before starting this project, I had planned to create music videos using songs from the past ten years. This meant that my original ideas would not qualify and would not be accepted for the examination. Because of this, I had to explore more recent music and research for suitable replacements.

 

We decided to work within the pop genre, focusing on relationship based storytelling. Since we already had a clear vision, we mainly needed to find a song that matched it. We looked for something cinematic with a strong sense of tension in the relationship, We also preferred a sad tone rather than a happy one, which led us to focus on Electro Pop as it best fit the mood and idea we wanted to create. Here is how we developed and finalised our song choice. First, we discussed in class and selected our top five most potential song choices.

1. party 4 u - Charli xcx (2020)

Benefits	Drawbacks
It has a lot of emotional tension, making it easier for us to showcase strong emotions	It feels very party like, which is not the direction we want our music video to focus on
The meaning behind the song relates to toxic relationships, which gives depth to our concept	Some of the lyrics may be inappropriate or difficult to connect with our project
It feels very cinematic and has a good tone for a storytelling music video	The concept may require a bigger budget, especially if we include party scenes.
The lyrics are very storytelling helping us plan and connect our shots clearly	The contrast between the party vibe and deeper meaning could make the message confusing.

2. David - Lorde (2025)

Benefits	Drawbacks
It has a lot of emotional beats which works well for our opening scene	The song only has one strong part at the end, making it difficult to build progress in the beginning
It has a cinematic feel making it ideal for our concept	It would be difficult to include performance elements since the song is mostly instrumental
The song does not have an existing music video allowing us to be more creative and avoid copying others	The song’s duration may be too long, which could increase filming and editing time
The music has a lot of meaning giving us the opportunity to include multiple connotations in our work	The song might not be suitable for storytelling making it harder to present our intended vision

3. ceilings - Lizzy McAlpine (20223)

Benefits	Drawbacks
The song has a very soft melody which is simple and easy for us to work with	The song is not intense or toxic “enough” so it may not strongly highlight tension or conflict
It has a lot of storytelling in the lyrics allowing us to connect them to our vision and narrative	The ending of the song is not very clear or impactful which could make it harder to conclude our video
The calm tone can help us create a more emotional and intimate atmosphere	Because the song is soft and slow, it may be harder to keep audiences engage
The song allows us to focus more on visuals and acting rather than the actual singing performance	The pacing of the song may limit our ability to include dynamic or fast changing scenes especially in fights

4. we can't be friends (wait for your love) - Ariana Grande (2024)

Benefits	Drawbacks
The song has a lot of toxic meaning which we can use to connote our toxic relationship meaning	The song is quiet soft making it harder to create very dramatic or intense scenes
It has a modern and relatable theme which can engage the audience more	It does not fully match our theme as we want more toxicity rather than a sad relationship vibe
The song has a clean, soft, and simple structure making it easier to plan our scenes	It may be harder to build a strong storyline since the song learn more towards performance
The music video provides inspiration for our own project, making it helpful for generating ideas	Someone else in the class is using a similar artist, which could make our project seem less original

5. Shapeshifter - Lorde (2025)

Benefits	Drawbacks
The song has very tense music which is good for dramatic scenes in our music video	The lyrics are quite odd and unsettling which makes them challenging to work with
The theme makes the story deeper and more meaningful not just a simple break up story	The song is quite long, so editing may take more time and require many clips
The song feels unique and not mainstream which can help our music video stand out	The song is not in the pop genre, so it may be less simple and harder to execute
The theme of toxicity matches our vision well	The song doesn’t have an official music video that can be analysed for its meaning or use as inspiration

After considering the pros and cons of each song, we shorten our list and used a spin wheel to help us decide. We wanted a song that best fits our vision and could be used in a similar way to our original choice. The top three songs, David, Shapeshifter, and Ceilings, were all very cinematic and visuals, helping guide our storyline through the lyrics while the melody enhances the emotions we want to show. Since we agreed that any of these songs would work well, we used an elimination round on the spin wheel and finally decided to use "Shapeshifter" by Lorde

"Shapeshifter" by Lorde is a song bout identity, change, and emotional toxicity in relationships. This strongly fits our cinematic vision, as we want to show intense toxic tension while also focusing on personal growth. The song enhances our storytelling because the melody and lyrics support the emotions and visuals rather than distract from them. We want the audience to focus on the narrative, using the music to strengthen the atmosphere. Through our star, we aim to show that change is necessary and possible, she learns from her mistakes and grows into a better person. Her journey sends a clear message to the audience that we should reflect on our actions, learn from our flaws, and strive to become better versions of ourselves. Overall, we were all satisfied with this choice because the meaning of the song perfectly supports our vision and helps build powerful cinematic visuals,

Permission

Shapeshifter by Lorde is produced under Universal Music Group and released through Republic Records. In order to use this song for our Cambridge A Level Media Studies Component 3 project, we made sure to notify the record label that we were requesting permission for educational use. We contacted Republic Records to request a licensing agreement that would allow us to use the song appropriately. We shared for the offical contact details through their offical website and sent an email clearly explaining that our project is strictly for academic purposes. We also reviewed the information on their website regarding licensing for projects to better understand what is permitted.

Following the required procedures to license the use of the song, I (Kristine) was the member responsible for contacting the records label to help obtain permission. I ensured that we reached out properly to secure licensing approval so we could use the song for our project.

Since this is a unserious school project, we do not expect any financial benefit or formal response. However, taking these steps is important because it shows that we respect copyright laws and the rights of the artist. By attempting to gain permission and researching the licensing terms, we are avoiding potential copyright issues or restrictions on platforms such as Youtube and preventing any misunderstandings about the misuse of copyrighted content.

Reflection: This was important because we were using existing area and we needed to understand that about everything belongs to us. Since this is not a commercial project, we made sure that people understood we had asked for permission and that our work was only for school purposes, not for a financial gain. We struggled to find the perfect song because it had to be from the past five years which meant it did not always match the type of vibe we originally wanted. We had to work with the available existing media. However, by researching more songs in our free time and sharing our choices with each other, it became easier to make a final decision. This process also helped us become more open minded and consider different genres and meanings that could still fit our narrative. Overall, I am happy and satisfied with this selection we chose in the end.

Pre Production: Genre Research

My group has chosen Pop for our music video. We will now research various media texts from within this genre so that we can understand the codes and conventions.

Typical Genre Conventions

To understand the conventions of a pop song, here are three music videos that explain the conventions and meanings that represent what a typical pop music video looks like. 

1. Hymn For The Weekend - Coldplay

2. Back To You - Selena Gomez

3. By Your Side - Jonas Blue

In summary, the three music videos clearly show the technical elements that represent what a typical pop music video looks like. Alongside these elements we can also understand the meaning by analysing the lyrics and the overall message which in this case focuses on love and freedom. Many popular music videos often include both performance and storytelling as these help bring the song to life and attract the audience's attention. The vibrant performance, engaging stories, and editing that cuts to the keeps the audience entertain, and make the visuals feel more dynamic. Additionally, the use of slow motion highlights and emotional or powerful moments while the repetitive phrases in the lyrics makes this song catchy and memorable. Overall these music videos strongly showcase the main conventions of a typical pop music video allowing the audience to easily identify the pop genre.

To get a clear understanding of amusing video and how it uses conveyance we had to do a lot of research to help us.

New Rules - Dua Lipa

2017

Target Audience

The target audience for this music video is Genz which is in between 13 to 28 years old. It is aimed at both male and females although it mostly attracts women. The video is for people who enjoy pop music and those who are going through a heartbreak and need emotional support. Additionally, it also can be for DJ remix creators who might use the song for house party music.

Representations

The music video represents toxic relationship, strong friendship support, and learning from past mistakes. The flamingo place an important role in showing the message that Dua Lipa wants to express. From research, flamingos are known to represent support and loyalty because they always stay together and protect one another. This symbolism connect to Dua Lipa's message about friendship and standing by your friends through tough times.

Camera

In this music video, many shots are close up and dolly shots. The long take moves with the singer and the background dancers as they perform in the same space creating an immersive feeling. This technique helps the audience feel like they are a part of the scene. The lyrics worn people not to trust the same man who hurt them before, which connects to the audience going through similar experiences. There are also several match cuts that shows similar actions from different angles. For example, when Dua Lipa gets advice and later gives the same advice to her friends. Overall the camera work helps bring energy and emotion to the video.

Mise-en-scene

There are many metaphorical props and stylised locations which helps show the meaning of the song. For example, the phone that appears when the lyrics say “don’t pick up the phone.” The flamingos are another key symbol. They represent support and friendship since flamingos are often seen together, helping each other. This reflects Dua Lipa’s message that we should support our friends just like flamingos do.

Sound

The song features repetitive lyrics and a strong upbeat rhythm. The representative of rules and the song makes it catchy and easy to remember. The upbeat tune contrast is with the sad topic of a toxic relationship making it feel more positive and empowering instead of depressing. This fits well with the conventions of pop music.

Edit

The editing matches the rhythm of the music with many cuts to the beat. For example, during the line “don't pick up the phone” the video shows a phone connecting visuals with lyrics. There are also match cuts between Dua Lipa and her friends which transitions two scenes with flamingos this symbolises loyalty and unity. These editing choices help link the visuals and meaning together smoothly.

Conventions Conformed

The music video follows many pop conventions such as vibrant colours, performance scenes, storytelling, the metaphorical props, and the stylish locations. These features help show the fun and energetic side of pop culture. Even though the message is about a toxic relationship, the bright colours and lively performance make it feel positive and engaging. This keeps the audience entertained while delivering the message of empowerment and support.

Conventions Subverted

In Dua Lipa's music video there isn't much subversion. It mostly follows typical pop music conventions even though the topic is a bad love but it is shown with bright visuals and upbeat energy which still fits within the pop music conventions. So overall the Dua Lipa's music video plays a huge role in showcasing the true sense of a pop genre.

What do you Like / Dislike

Like: I really like the techniques used in the music video. It's very performative and tells a strong story about friendship and support. The blocking and positioning of the dancers makes the message clear and the bright colours bring the emotions to life. Even though the topic is a toxic relationship, the visuals make it feel more uplifting and positive for viewers.

Dislike: I personally don't like the choreography. Some dancer scenes look awkward and Dua Lipa’s lip-singing feels a bit emotionless. It might be because her acting seems stiff which makes some moments feel less natural. If her acting were stronger, the emotions would feel more real and connect better with the audience.

Overall: I really love this music video and I would like to create something similar for my project. However, I know it would be challenging to direct this kind of choreography since it requires specific poses and blocking. Also achieving the same right and colourful visuals would likely be expensive.

Maps - Maroon 5

2014

Target Audience

The target audience for this music video is mainly GenZ age 13 to 28, including both genders but mostly women. It appeals to people who enjoy songs about toxic relationship relationships and teenagers who find the singer attractive. The video also connects deeply with sensitive audience who relate to emotional and meaningful lyrics.

Representations

The music video represents toxic love, guilt, and regret after making bad choices. It also shows how mistakes in relationships can lead to painful consequences. The story explores both the girls and boys point of views which symbolises how both sides can be hurt in a toxic relationship. It gives a realistic view of what happens when love turns unhealthy. The main focus is on regret, lost, and the emotional pain that follows. The message shows that our actions can affect others deeply and once something bad happens it cannot always be fixed.

Camera

The music video uses many dolly shots, close-up, and a 360° shot in the emergency room. The dolly follows the characters smoothly which helps the audience is focus on their emotions. The close-ups capture the pain and regret on their own faces making the moment feel more personal and emotional. The 360° shot in the hospital scene creates a mood of confusion and panic which reflects the chaos of the situation. These techniques help build tension and make audience feel part of the story.

Mise-en-scene

The mise-en-scene is focused on storytelling. The costumes and props help show the emotional journey of the characters. The emergency room setting makes the situation feel serious and intense. The dark lighting and plain background help built a sad and dramatic mood. Every visual choice adds meaning and helps the audience understand the pain, guilt, and regret shown in the story.

Sound

The sound plays a very important role in the music video. There is a mix of dialogue, sound effects, and music. For example, the sound of police sirens while he is driving shows he is speeding to reach someone in trouble. When the camera shows him arriving at the hospital, it tells the audience that something serious has happened. At the end the beeping sound from the heart monitor slowly fades showing that the girl has died. The lyrics also match the visuals such as “following the map that leads to you” and “ain't nothing I can do” which connects to his journey to find her and his regret when he realised she's gone. The sound creates an emotional and realistic feeling for the audience.

Edit

The video uses many flashbacks to show memories between the two characters. These flashback helps the audience understand what happened before the tragic moment and show how their relationship changed overtime. The editing moves smoothly between the passion and presence which helps tell us the story clearly and keep the audience engaged. It also matches the emotional tone of song.

Conventions Conformed

The music video follows pop conventions through his storytelling, emotional theme, and visual focus. It shows a toxic relationship and uses a dolly shots to follow the story closely. The visual also match the lyrics, especially when the singer talks about “following” and “being there”, which are shown through his actions in the video. The connection between lyrics and visuals helps the audience understand the story more deeply.

Conventions Subverted

This music video subvert some common pop conventions. It uses dark colours instead of bright ones, creating a sad and emotional mood. The dark tones fit the series theme of the video. There is also very little performance or dancing, as most of the video focuses on storytelling and acting rather than singing directly to the camera. This makes the video feel more like a short film than a traditional pop performance.

What do you Like / Dislike

Like: I really like how this music video focuses on storytelling rather than performance. It helps the audience listen to the lyrics with more emotion and understand the deeper meaning. The story is powerful and sad and it makes the song feel more real and touching.

Dislike: I do not like that the background sounds (dialogues) from the movie part are too strong. Sometimes it feels like this song is just background audio instead of the main focus. It makes the music less powerful in some scenes.

Overall: I really enjoyed this music video and would love to create something similar for my project, but maybe on a smaller budget. It would be challenging to include performance while keeping a strong story like this one, but I think the emotional storytelling is what makes it special. It's one of my favourite types of music videos because it feels real and full of emotion.

Tumblr Girls - G-Eazy

2015

Target Audience

The target audience for this music video is mainly Genz aged 13 to 28, mostly towards women. It appeals to audience who listens to music made by socialites and those who enjoy pop culture and modern aesthetics. It attracts people who are interested in social media trends in fashion specially those who follow the lifestyle of influencers.

Representations

The music video represents friendship and freedom which focuses on a specific social group known as “Tumblr girls”. The lyrics and visuals explore how these girls are seen in society, being very beautiful, stylish, confident, and how they have influenced culture through their unique aesthetics. The video highlights how tumblr girls use fashion and lifestyle to express themselves and shaped beauty standards. Overall the representation helps audience understand more deeply. What being a Tumblr girl means and how they have become a symbol of freedom in pop culture.

Camera

The music video use many establishing shots and close-ups to show the lifestyle and personalities of the Tumblr girls. There are also camera collage moments that look like snapshots or short clips which gives the impression of flipping through a photo album. This camera style fits the theme of social media and create a nostalgic and personal feel. The close-up shots show emotion in detail while establishing shots give context to their environment such as the sunny beaches or the colourful backdrop that reflects the Tumblr aesthetic.

Mise-en-scene

It's full of vibrant colours and stylish locations that bring the Tumblr girl lifestyle to life. The video features common Tumblr girls convention like LA palm trees, crop tops, lower rise jeans, piercings, smoke and alcohol, and bikinis. These elements help show their carefree and bald personalities. The setting looks casual yet fashionable showing the freedom, fun and confidence. Although there is storytelling it feels more natural and unscripted which shows their daily moments rather than a planned story. Overall this helps audiences understand the lifestyle and attitude of Tumblr girls.

Sound

The overall sound is upbeat and energetic which creates a lively and fun mood. The rhythm keeps the video entertaining and helps the visuals feel more dynamic. The upbeat sound also connects with a theme of freedom and use which matches the positive and carefree emotions of the tumblr girls aesthetic. The use of trending beats and a happy tone makes it sound modern and appeals to the younger audience.

Edit

The editing style focuses on simplicity and aesthetics. Most of the cuts are quick and often cut to the beat through some are intentionally offbeat to create a casual or natural effect. The video feels like a collage of random clips in photos as if you're scrolling through someone's online photo album. This style helps create an authentic social media like feeling. The editing technique also makes the video stand out and allows the audience to experience the creative and personal side of the tumblr girl world.

Conventions Conformed

The music video follows many conventions of pop music videos such as the bright colours the close-up shots and the stylised locations. These conventions are used to highlight friendship, freedom and the aesthetics of being a Tumblr girl. The visuals are vibrant and playful which is common and pop culture and the overall message promotes confidence. The use of camera collages and upbeat music fits well within the pop genre making a video both trendy and recognisable as a part of pop culture.

Conventions Subverted

Unlike many typical pop music videos, this one does not focus on performance or storytelling. Instead, it is more of a visual collage showing the lifestyle of Tumblr girls. There is no love story or emotional plot since it focuses more on friendship and bonding and expressing identity through style. The use of darker and more muted tones in some scenes along with the lack of clear narrative makes it feel more like an aesthetic film rather than a traditional music video.

What do you Like / Dislike

Like: I love everything about this aesthetic. I wish that I have been a part of this era when people dressed up like Tumblr girls. The style of the music video is very creative and unique and it stands out from other pop videos. It gives a nostalgic and artistic thriller that makes audiences want to know more about the tumblr girl lifestyle. The aesthetic is full of personality which makes it enjoyable to watch.

Dislike: I dislike how some scenes feel too exposed or inappropriate because of the revealing outfits. However, this does help make it feel more realistic since it shows the true style of Tumblr girls. Another thing I don't like is that it has become a bit boring at times because there is less performance and not much storytelling because it almost feels like a collection of clips.

Overall: I would love to create something similar to this but a more modest and school appropriate way. It would be a challenge to find visuals that keep the same style without being inappropriate. Also, it would also be difficult to copy the tumblr fashion perfectly since it has high standards and detailed styling. Still I think it would be a fun and creative project that captures the same vibe and aesthetic.

Big Girls Cry - Sia

2014

Target Audience

The target audience for this are people and listen to Sia, as the music appears to have a wide range of age group. It also targets Maddie Ziegler's fans, who is the main performer and well known for her expressive dancing.  It also appeals to audience who are interested in creative storytelling and interpretive dance that discussed serious or emotional topic.

Representations

The music video represents themes of control and child exploitation in the entertainment industry. Dance and performer expresses the struggles of being replaced and forgotten overtime.  Face expression like fear, anger, and exhaustion, helps the audience understand the pain and pressure that young stars face. The costumes also symbolises childhood innocence and the dance communicates how to take that innocence away. The overall message given to be aware of how to treat young performers to stand up against exploitation.

Camera

The video uses minimal camera movement but includes powerful technique. 360° camera rotate a dizzy and uncomfortable dancer's emotional and lots of control. The spinning effect also symbolises how timeframe move quickly which shows how the child grows older and becomes forgotten. The final scene the camera pulls out showing emptiness and isolation which symbolises how faded and the dancers left alone.

Mise-en-scene

It focuses heavily on costume setting and body movement. The dancer wears a simple nude-coloured outfit which represents those idea of being exposed to the public. The drawing on the hands symbolises childhood creativity and innocence while her movements show struggle and emotional release. The setting is a simple black backrgound, helping the audience focus on the dancers expression and the story behind her movement.

Sound

This song has an emotional and haunting tone. Although the melody sounds sad, it is powerful because it brings attention to serious issues through a pop song. The repetition lyrics such as “big girls don't cry” highlight the theme of forced maturity and emotional control. The sound helps balance the dark meaning of the video with the catchy rhythm typical of pop music.

Edit

The editing styles that follow the dancers movements closely. There are a few cuts allowing the audience to stay focused on the performance and feel the emotions in real time. The continuous flow of the video makes viewers feel like they are part of the performance. The editing style as realism and intensity which keeps our audiences on the dancers expression and body language.

Conventions Conformed

The video follow some pop music convention such as strong storytelling and repeated lyrics. Storytelling plays an important role as it helps the audience understand the meaning behind this song. The focus on emotion and movement also connects to pop cultures artistic side. Also simple these conventions make the video powerful and easier to understand.

Conventions Subverted

The music videos of typical convention by using dull culture instead of bright ones, giving a serious and emotional tone. It also avoid traditional performance and instead focuses on interpretive dance. Long take breaks usual fast pace editing of pop help the audience focus on the performance and message. This style makes the video stand out artistic and emotional rather than commercial.

What do you Like / Dislike

Like: I love this type of music video because of how artistic and emotional it is. Music videos always have meanings that make people think and this is one of my favourites. I would love to create something similar that focuses on performance and dance to tell a story.

Dislike: What I don't like how the costume makes the younger dancer look uncomfortable. It feels a bit inappropriate for her age and I think a different costume could've sent the same message in a safer way.

Overall: I really love the artistic approach and emotional storytelling in this music video. I would love to make something like this in the future though it would take a lot of time and effort to plan the choreograph and capture emotions properly. This video is powerful and meaningful which shows how dance can express messages words can.

All Too Well: The Short Film - Taylor Swift

2021

Target Audience

The target audience for this music video is Genz from 13 to 28 of mostly women. It appeals to audience who love watching Dylan O'Brien and Sadie Sink as they are the main characters in the video. It also targets viewers who enjoy romantic comedies and emotional storytelling.

Representations

The music video represents toxic love heartbreak and emotional pain in relationships. It shows how love can become unhealthy when communication breaks down and people grow apart. The story highlights the feelings of betrayal, confusion and loss that come after a break up. The video also works as a way to promote both the song and the two main actors making it feel like a short romantic drama. It gives the audience a deeper understanding of how painful memories and regrets can shape a person's emotions after love ends.

Camera

The video uses many close-up shots to capture raw emotions from the actor. The close-up helped the audience sees the sadness, anger and heartbreak on their faces which makes a story feel more personal and real. These camera shots create an emotional connection between the character and the viewers which helps them feel the pain and intensity of the relationship. The use of cinematic framing and movement also makes the video feel more like a movie than a typical music video.

Mise-en-scene

These include the metaphor props such as the red scarf which is mentioned in the lyric and symbolises love memory and attachment. The setting shift from bright and warm colours during happy moments to darker tones when the relationship starts falling apart. The change in lightning and colour helps reflect the emotional changes between the characters. The detailed setting and realistic costumes make the story feel like a romantic film rather than a music video. Showing both love and heartbreak and unbelievable way.

Sound

Diegetic sounds like dialogue and background noise play a big role in the narrative. They make the scenes feel realistic and emotional while the song plays in the background. The sound of footsteps door slams or quiet breathing adds depth to the emotional moments which helping the audience connect to the story. This sounds make the music video feel like a movie and help the viewer experience the same tension and sadness as the characters.

Edit

The editing includes flashbacks that show happy moments from the past and how the relationship slowly changed. These flashbacks are mixed with presence scenes of heartbreak helping the audience understand the full story. The truth transitions between time period make it easier to follow the emotions and see how love turned into pain. The editing also matches the lyrics and rhythms of the song, creating a strong emotional flow.

Conventions Conformed

The video follows pop conventions through storytelling, emotional lyrics and strong performance. It connects to lyrics directly to the visual such as showing the red scarf when it was mentioned in this song. The focus on love heartbreak and regret also fits the pop genres emotional and relatable themes.

Conventions Subverted

The music video subvert traditional pop conventions by taking the form of a short film instead of a standard music video. It uses dialogue cinematic shots and storytelling to make it feel like a movie with the song playing in the background. It also avoids dancing or performance scenes focusing completely on acting and emotional storytelling. This makes it stand out as more artistic and film like compared to other pop videos.

What do you Like / Dislike

Like: I really love the acting in this music video. Dylan O'Brien and Sadie Sink did an amazing job showing real emotion and the scenes match perfectly with the lyrics. I also love how it looks like a movie because it feels more cinematic and emotional. It's a great reference for making a music video about love or heartbreak.

Dislike: I don't like how long it is because it feels more like watching a short film than a music video. It could have been shorter since most music videos are only a few minutes long. I also think it should have shown more of the man's point of view so the story feels more balanced and fair.

Overall: I think this is a great example of a pop music video about love and heartbreak. It shows everything that makes relationships relatable and emotional. As someone who enjoys romantic stories, I would recommend it to anyone who likes romcom or emotional love stories. Even though it's long it's worth watching because of the acting visuals and strong emotional message.

How Deep is Your Love - Calvin Harris

2015

Target Audience

The target audience is GenZ (ages 13-28) which includes equally both gender. It attracts people who enjoy house music and those who goes to parties or clubs. It also appeals to audience who know or admire Gigi Hadid, the main character of the video it is also for viewers who enjoy stylish and visually aesthetic music videos rather than deep storytelling.

Representations

The music video represents freedom and self expression. It shows a woman exploring different places, expressing herself to movement and body language. The ocean is a key symbol that connects with the lyric. “How deep is your love?” showing emotionally depth and mystery. The overall highlights independence and living in the moment which shows how music and dance can make someone feel alive.

Camera

The video uses close-up and push in/ pull out shots to focus on Gigi Hadid's face and expression. These shots make her the main focus and help the audience connect with her emotions. The camera movement also creates a smooth and dreamy feel that matches the rhythm of the song which makes the visuals more dynamic and engaging.

Mise-en-scene

The music video uses vibrant colours, bright lightning, and symbolic props such as the ocean waves. The ocean scenes link directly to the lyric which shows the depth and emotion and calmness. The setting includes beaches in clubs and open spaces that gives a feeling of freedom.

Sound

The sound mainly use repetitively phrases which is a common feature in house music. The repetition helps make the song catchy and memorable. The beat is steady and energetic which gives the audience a sense of rhythm and excitement. The music build a party like atmosphere that matches the visuals perfectly.

Edit

The editing includes glitches effects and slow motion scenes that highlights the model and her movement. These edits give the music video of stylish modern look and help keep the focus on the visuals. The slow motion also matches the beat and adds to the dreamy mood of the video.

Conventions Conformed

The videos follows many pop music conversions such as vibrant colours, the close-up shots, the slow motion scenes, 360° camera movements. These elements make the videos visually appealing and help keep the audiences attention. The energetic visuals and editing also match the upbeat rhythm of the music.

Conventions Subverted

This video subverts typical pop conventions by not including a clear storyline or performance. It doesn't focus on singing or acting out the lyrics but instead shows visuals of Gigi Hadid. This makes it feel more like a visual experience or a fashion film than a traditional music video.

What do you Like / Dislike

Like: I like the bright colour, the editing style, and how the visuals match the rhythm of the music. Gigi Hadid's presence adds beauty and elegance and the visuals are very eye-catching.

Dislike: I dislike how the video does not have a clear message or story. It feels more like a model shot than a real music video. The visuals don't really match the lyrics which makes it really confusing to understand the deep meaning.

Overall: I enjoyed the visual style and energy of this music video, especially because I like Gigi Hadid. However, I would not want to create something like this because it doesn't have a deep story or message. Even though it looks amazing I prefer videos that can connect more emotionally with the audience and match the lyrics meaning more clearly.

Reflection: For this research, it was really difficult for me because I was busy with other things, so taking my time to actually research with hard. It was also difficult to manage my time and motivate myself to complete everything. It was hard because I had to do all of this on two different media platforms, Canva and Blogger, and transferring my work to the blog was very challenging. I think that was the reason why it took me a lot of time to finish my work. I also think that since I'm used to staying up all night doing my media work, it has become so normal for me that I do not see it as a huge problem anymore. However, I know that I need to stop this habit because it is really unhealthy for young student to have a bad sleeping schedule. I hope that next time I can be more productive because it will help me in the future, and even if I do not want to stay up all night doing research, I hope that in the next task I can finish my work without having to stay up all night.