I started by looking at the typical conventions of music videos, I researched the main types; narrative, concept and live play. Andrew Goodwin claims that there's a relationship between the lyrics/music and visuals, with the inclusion of iconography which are symbol, image or modes of representation.
In my music video I tried to use, challenge and develop some of these elements. I tried to use typical convention of music video by
expressing tone and mood through the editing, colour scheme and cinematography. I continue to use typical conventions by applying a narrative to my music, however I challenged and developed upon these conventions by only briefly showing the 'main' characters and shooting the video from a 1st person perspective. Then I used editing techniques to add to the narrative, with things like the fading transitions to represent emotion in slow parts of the song, using light burst effects with the tempo to build up anticipation this represented a heartbeat quickening. The song I chose appealed to me as the fast beat and altering tempo gave me a chance to challenge myself to express narrative.
I searched for inspiration from similar videos, one in particular was
'Waiting All Night' by Rudimental this music video was very influential in my promotional product. A running theme in my research was ambient sound at the beginning of the songs, I liked these conventions from my researched videos and applied
them to the beginning of my video.
However I did also challenge conventions of narrative music videos, in these types of music videos there's a fixation on a main character who is visible a lot throughout video and takes up most of the screen time. I challenged this convention by not showing my main character more than 3
push
times, this was in order to the sense the video was from his perspective. In order to achieve this I had main character in an establishing shot at the very beginning so they were the first person the audience saw, I then limited his appearance throughout the video. I also used mainly handheld shots, to signify him as a filmer, this use of signs and signifier
theory of Saussure. I have used conventions from Barthes enigma narrative theory of retaining information
until the end where you find out the video is all memories in one day, when someone else picks up the camera from the same spot the audience realize it's a small part of many stories, helping the audience accept the preferred reading. Ending the video from the beginning and it being repeated by someone else is called circular narrative, this is a postmodern convention that's been incorporated. I
used shots from my music video in my digipak and magazine advert these are similar typical conventions from real media product's like 'Waiting all Night' and Calvin Harris "18 month" where the shots aren't necessarily in the music video, but taken with similar mise en scene. I used a typeface that was typical of skate edits on YouTube, my target audience are skateboarders. The san serif font with larger kerning are typical conventions I included in my products. In my magazine advert I grouped my artist name and album name together at the top of the page I did this to gather more brand awareness for the album and main song, this develops on conventions of researched magazine adverts like Kings of Leon, as they placed the artist and album name separately. The colour scheme and fonts are continued through all products these creates a brand identity, which is similar to conventions of real media produces, along with including barcodes, websites and production industries which are also found on real life digipaks and magazine adverts. In my digipak layout I've placed the name of the artist and the album together in the middle of the cover page this follows conventions of researched albums like Calvin Harris. Another convention I used was that of the Gorillaz where there's a relationship between the inside and outside of the digipak, I used two shots, one with the sun setting as the inside cover and it rising outside cover. This was to produce a feeling of beginning the C.D with a rising sun on the outside and the finishing the album when you've opened it and listened to it when the suns setting. Each digipak maintains a house style
throughout which defines the C.D and allows audience recognition of other synergy produced products. I have incorporated this throughout my digipak with the same font and colour scheme, which also ties into the magazine advert.