Throughout planning, developing and creating our music video, we have continually looked into and researched the forms and conventions of music videos with different genres and also one or two with the same genre as the song we have chosen to make a video for. We have looked at what is typically held within a ‘pop’ genre music video, and across the ones which we have looked at, they all seem to contain some similar features. Many of which obtain a main narrative throughout the music video, guiding the audience through what is happening on screen. Predominantly they are all relating to the soundtrack which accompanies the video as it is happening. We did not go into this task with the intension of wanting to convey with the forms and conventions of a typical pop/punk music video genre. Although, after researching into the forms and conventions of this genre more and more we found that what we had planned to do within our own music video would possibly convey with the forms which we had found very common. This being within the video, there is a narrative, which tells the story of the song, of the artist is featured performing in the video. Not wanting someone miming within our video; however we did have a main narrative running alongside the song lyrics throughout our video, we have conveyed to the forms and conventions of this style of music video.
In spite of this we didn’t initially want to convey with this, we hoped for our video to be quite individual and different. The editing was done in such a way so that it was continually cut to the beat of the music, with fast flashing clips, many of which were close up shots, as this song is quite emotional and the emotional pain of a person is more often than not shown throughout their body language and facial expressions. When editing I cut it into different scenes, for the verse’s where it was the main character in the woods breaking down as an emotional wreck, however each time these scenes changed slightly( from her being in the woods/ to her running away/ being in the bathroom showing her reflection in the mirrors - suggesting how vanity can affect people in today’s society), which contrasted with the chorus of the song where there was a party going on, the chorus scene was repeated during all three chorus’s which are in this song.
As we did not wish to lose the audience’s attention in any part of our music video, when editing I made the shots cut to the beat of the music, frequently using many quick flashing slips in-between the longer clips which were put in the video, I also used a lot of quick cut editing techniques persistently keeping the audience at grasp, this is something that is often found in many music videos, making them the success which they become as the audience have been drawn to the slickness of the video.
I do believe in some way we have challenged the forms and conventions of real media products, for example with our choice of location for the filming, two very diverse and contrasting scenes, one in the woods where one character is seen distressed, breaking down in to some form of wreckage with just natural light used here, and naturalistic settings, whilst on the other hand, a party with lots of artificial flashing lighting and many people in the scene. With the choice of our mise-en-scene, costumes and make up I believe it is quite individual which is what we originally wanted.
Within our ancillary tasks I think they have employed the forms and conventions of real media products as the CD Album Cover and the Advertising Poster both link together by the text used, which is often seen within artists, for example, The Killers, you can recognise them for the type of text and font they use on their posters and CD album covers. Conveying to this we used the same text on both pieces, to give the audience more awareness of the artist and song, which is an advertising strategy as it can be easily recognised by our target audience, which in industries would be used to promote the artist.
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