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How have I used, developed or challenged the conventions in

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Carly Davis

on 19 April 2015

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Transcript of How have I used, developed or challenged the conventions in

How have I used, developed or challenged the conventions in my music video?
I learned a lot about conventions of music videos and did a lot of research into this. There are very basic common features that can be seen within majority of music videos. These conventions include close ups of artists and quick shots that are cut to the beat, to make the music video flow and look effective. It is also common for the artist to throughout the video, while there is a narrative happening simultaneously. The genre of music that my music video belongs to is Indie-pop/indie-rock. The genre that my music video falls into has the following conventions as well as the conventions of a generic music video as mentioned.


Narrative
 
Our narrative kept to the conventions of a pop music video because it consisted of a mixture of lip synching, a storyline and discontinuity editing. Making sure my media product used and developed conventions of real media products within my research was key, and I discovered that there is a clear pattern of what is included when looking at typical music videos on YouTube. Many indie pop artists’ videos follow the same style with a storyline that doesn't at first seem to have anything to do with the lyrics but as it progresses you get the feeling you have to read between the lines and may need to re-watch to find out more. The audience has to follow the video and at the end they are able to make up their own mind on what they think the message of the story is, as there is not always a definite, clear narrative. As well as using Goodwin's theory, I also stuck to the conventions of young, female artists’ music videos, which are often about dysfunctional relationships. By creating a narrative fitting with this theme, I was able to make the video relatable to anyone who watches it, as everyone can understand and relate to relationships and heartbreak. This broadened our audience as our narrative incorporated a universal theme and this also allowed people to identify with our star as she is a normal, girl next door who goes through the same emotions that we go through.

Editing
We used editing when making our video to match the conventions of the genre. For example, Andrew Goodwin also established that as well as a link between lyrics and visuals; there are also links between the music and visuals. This is regarding pace and how often cuts are made and the speed of these cuts. In my music video the storyline has a mixed pace, picking up and slowing down again at appropriate times. The pace varies throughout my video and on the slower shots, longer cuts are shown to allow the audience to take in what is being shown and connect with the storyline, before pulling them away again with quick, upbeat cuts to remind them that it is a music video rather than a short film. We also used quick cut editing to make the video fun and exciting, and to match the beat of the song. We used slow motion and reverse speed to add a variety of effects and therefore make the video more interesting to the audience. We also wanted to make sure that our video represented the typical conventions of a music video and was not like a film with a clear structure - therefore, we used discontinuity editing to make sure that it was a mixture of narrative and lip synch.


We adhered to the conventions of a pop video by using close ups of our star, Poppy, in order to reflect her friendly, happy-go-lucky attitude and make people enjoy watching her. We also did long shots of our artist in different locations doing fun dances to show the audience that she doesn't take life too seriously and wants to enjoy herself and have fun. Another element of Goodwin’s theory that my music video relates to is the idea that due to the high demands of the music industry, there is often a need for lots of close ups. I focused on many close ups of Poppy, and also of the other main characters within the music video, which allowed the audience to get to know the storyline and start to emotively engage with the characters and with my artist. Audiences would be able to feel like they have gained a personal relationship with them as stated within the Uses and Gratifications Theory.

Lip-synching
We also stuck to the conventions of a music video by making sure that our artist, Poppy was lip synching throughout the video, in order to help sell her star image as a young, fresh and relatable artist. It also helps her young female audience relate to her as she is a typical girl next door and she is singing the song from a personal perspective, allowing the audience to gain a relationship with her. Whilst looking into postmodernism and theorists, I found that Andrew Goodwin believed there was a clear link between lyrics and visuals, so therefore, I incorporated this theory within my music video, for example, I have highlighted some of the main lyrics in the song by making sure that these lyrics match the emotions that are being shown through our artist’s lip synching.

Costumes

We dressed our artist to suit the conventions of a pop star, in order to make her appeal to her target audience. She wore a short shift dress, with black boots and a suede coat as one outfit, a jumper with iPhone emojis on it (in order to appeal to a young fan base who would recognise these emojis) along with leggings, and the last outfit was a short aztec skirt with a grey jumper, boots and a beanie hat. We chose all of these outfits because we felt that they were trendy, youthful and attractive, without being revealing or inappropriate, as we didn't want Poppy to come across as a constructed or over-sexualised artist. However, we still wanted her to remain fashionable and attractive to inspire young girls and also give her a male fanbase.

Camerawork
We tried to portray our artist Poppy as a youthful, colourful and happy girl next door, who is serious about music but wants to live a fun and exciting life. Although she was having fun in her video and was always smiling, dancing and enjoying herself in various locations, we used a narrative about a relationship to show how she was unlucky in love and wants to share her story with her fans, portraying her as a down to earth, honest artist rather than a constructed artist.

Star image
Mise-en-scene and lighting
We used a combination of settings, props and lighting to create an effective mise-en-scene for our video. We chose 3 locations - Carnaby street, a park, Carly's bedroom and an art gallery because we felt that these best represented our artist as laid back, fun, adventurous and educated and this gave her a positive star image. We thought that Carnaby Street was an effective location because it is patriotic of London and reflects how London is the heart of music. We used a park because it portrayed our artist as organic, real and not superficial and we used an art gallery because we felt this made showed her as cultured and bright, which would make her a good role model for young girls. In terms of props, we organised vespers in Carnaby Street because we wanted to give her a retro feel. We also used bread to feed the birds, to make the video more realistic and we used iPhones to appeal to a young, modern audience. We used natural lighting for majority of our video, as we felt that this further represented our artist as a normal, down to earth character who is completely real and organic.
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