How do your products use or challenge conventions and how do they represent social groups or

issues?

For my advanced portfolio project I carried out a detailed research on various conventions of my
music video GENRE which is R&B/Soul music.We chose this genre after conducting a survey
and the results showed that our target audience prefers R&B music.In this genre there are many
derivative forms such as funk, reggae, hip-hop but we selected Soul music as our SUB GENRE
which is a combination of Blues and Jazz, Gospel and R&B music.Soul music is also related to
performers such as Marvin Gaye and Aretha Franklin along with more current artists like Sam
Smith, Adele and John Legend.The origin of this genre was in the African American community
in the United States in the late 1950s and early 1960s.

In an attempt to understand the generic conventions I watched and analyzed music videos like
All of me by John Legend and artists like Sam smith .Through these we learned that the music
videos of this genre usually contain a strong and emotional message rather than being just fun
and entertaining.Soul music videos consist of a narrative which is impactful and a performance
that highlights the acoustics of the songThis is accompanied by camera work, editing and miss en
scene.The usage of narrative and performance is usually to promote an artist or the genre they
specialize in.There is an emphasis on vocals and an impassioned improvisatory delivery.This
genre is also characterized by the feeling of intensity and earthiness which is reflected in the
music videos.

The camera work is crucial when it comes to constructing and spreading a message through the
music videos in this genre.Most medium and along shots are used with a few close ups
occasionally.This is done to place emphasis on the expressions of the actors which creates an
intimacy and connection with the viewers.The camera is conventionally fixated on the artists as
there is a lot of focus on the performance.This is done to appeal to the emotions of the audience
and make them see the passion of the artist for their music and ideology that they represent.The
editing of the videos is very fast paced.They also comprise of high key lighting and the color
palette varies between black grey and white.Sometimes the sepia filter is turned on to create a
soft tone to the video which makes it easy to covey the sensual emotions.This can vary as well
with different effects for example we could use a light grey to add a dreamy feel to the video but
if we make the grey darker, it adds a sense of darkness to the narrative as well.The setting of the
music videos are usually indoors which creates a home like feel.Costumes are usually simplistic
because they do not want to create a star image that Richard dyer talks about.The actors are
portrayed as regular people which the viewers can relate to.Another reason for the simple
clothing is that more emphasis is placed on the emotions of the artist and his expressions and
therefore they do not want to distract the audience with glamorous clothes and jewelry.But the
costumes and props can be personalized depending on the narrative and concept of the music
video.
We incorporated a fundamental code and convention of soul music videos in our own video
which is that it is a hybrid
based music video between narrative and performance and that it contains a strong and powerful
message.Our music video is a synopses of a young boy who identifies himself as a
transgender.Throughout the video, there is a conflict between his internal and external self.His
abusive father makes the conflict even worse while his mother is a source of comfort.The video
features the young boy struggling continuously with his gender identity and the plot ends with
the mother and son escaping the restraints
implemented by the brutal father.So through the narrative, we have followed the convention of
soul music videos with usually feature an outcast.The main actors fail to fit in and are not
accepted by those around them.They also struggle with their own conflicting emotions just like
the child in our video is caught between his physical appearance as a boy with a strict father
whereas his inner true self wants to express itself as a girl.

Conventionally towards the end of the soul music videos, the protagonist finds an escape.Either
the people around him change or he leaves and finds comfort somewhere else.Similary we have
end the plot by the child along with the mother leaving his father and finding full acceptance
through his mother.

Another convention we have decided the follow is the way the camera work is done.The majority
of shots we obtained were long shots, medium shots and a few closeups.This was done to
execute the narrative properly.The closeups of the protagonist would make the audience connect
to him and be aware of his emotions.It would also make the audience sympathize with the
protagonist more which will make our video more impactful.The medium and the long shots will
convey the body language.These shots were used to establish the relationships between the
father,child and the mother.
We have also decided to follow the convention of costumes being simplistic and minimal.We
deliberately did this to make the actors appear as regular people so the viewers will be able to
relate to them more.Costumes are also essential for our music video as they signify the Pakistani
culture and illustrate the concept of gender identity. Shalwar Kameez is the traditional clothing
and represents the appearance of a typical Pakistani housewife and with this clothing item; a
Dupatta that is a scarf goes along with it. There is an implicit meaning behind the use of the
dupatta; it conveys the concept of gender identity as the young boy is dressed as a female.
Another costume worn by the lead male protagonist was a pink shirt and this connotes femininity
and tenderness. Our music video follows the code and convention of our genre by focusing on
the band and showcasing the performance, thus promoting the band and creating an image.
The codes and conventions regarding location and setting were followed partially in our music
video.We did film the actors in an indoor setting to create a home like feel.This was done to
again place emphasis on the fact that the actors are regular people with normal houses and the
conflict with the father showed that their lives are imperfect too which creates a sense of reality
and makes the audience connect and relate more to the actors.The performance however was
shot outdoors to add a positive and lively tone to the video.This also represented freedom from
the constraints and limitations of the household the protagonist was living in.

Even conventions regarding the mise en scene were followed to a certain extent.Insstead of
portraying them as people in glamorous settings and people that are far more superior that the
common man, we decided to go with how the indie band members are presented in a simple
environment.They have laid back attitudes and act in a very ‘chill’ and informal manner.Eye
level shots are used which represents reality.
Despite following so many codes and conventions to create a sense of familiarity, we also broke
some.From amongst them was lighting.For our music video we used high key lighting with no
filers rather than grey and dull tones with sepia filters.We also kept the lighting consistent
instead of changing it throughout the video.This was done to add a sense of reality of the music
video instead of an element of fantasy.This also eliminated any shadows in the music video and
gave an illuminated look which was easy for us to create while filming.

The codes and conventions of narrative and concept were also partially followed in the music
video.We did portray a very strong and powerful message of gender identity but it was unlike
most soul videos I watched which featured ideologies of being madly is love or being
jealous.Istead of being a very personal emotional issue, we focused more on a bold topic that is
suppressed and avoided in our society.We targeted the LGBT community and people who
struggle with gender identity but aren’t allowed the freedom to express who they are and have no
rights.This convention is exhibited in our music video, by depicting the lead male protagonist
struggling with a gender identity disorder and is a victim of child abuse. The relationship with
that he and his mother
is highlighted as he tries to find his identity and is attracted towards more of the feminine objects
and routines. This is behavior is seen as shameful in our society, that is why the father will be
shown as a disapproving figure and handles his sons confusion and struggle by abusing him. The
music video underlines the lives of families in our society and how an unorthodox being is
treated. Our society currently lacks acceptance.We wanted the music video to be a voice for the
suppressed and to create awareness for them so people look at this issue as being common and
treat it with respect, dignity and understanding rather than becoming violent and
unaccepting.Therefore the two core issues in our video were that of gender identity and child
abuse.

We chose these two issues due to their controversial Nature and typical mindset of people, most
people do not consider them as a part of their community. According to recent research studies
conducted on transgenderism, approximately one out 50 children are identified with a
transgender tendency/potential. In other words, Transgenderism affects about 2 percent of the
population of Pakistan.In Pakistan for people who struggle with their gender identity or identify
themselves as Gay, Lesbian, Bisexual and Transgender find it extremely difficult to live as they
are discriminated against constantly, some are even thrown out of their own homes by family
members and it can lead to abuse. Reported cases of child abuse in Pakistan have risen by at 10%
this year. Child Abuse in society leads up to 54 percent
of current depression, and 67 percent of suicide attempts as well as substance abuse by 73
percent. Child Abuse happens in many homes in Pakistan and nothing has been said, because of
the lack of awareness.