Conventions: Video
During the creation of our music video we always kept in mind the conventions of music videos, specifically rock music videos. We followed a vast majority of these conventions during the planning, filming and editing stages of our music video. Two aspects we focused on that are present in the majority of rock music videos are, the speed of the shots and the colour of the shots. It was once editing that we mainly focused on these conventions, however the shots under the bridge were filmed with the intention of darkness. The speed of the shots was a major focus, as we noticed quick snappy shots were used in the majority of successful music videos. Colouring was altered after editing along with the short shots. We slightly desaturated the brighter colours and emphasised the darker colours, this came out extremely well and helped portray emotion and the relation between lyrics and visuals.
Conventions: Genre
Some genre conventions that we ensured to feature in our music video were; colours, band costume and band/performance mise-en-scene. All of these tie in together under the heading of mise-en-scene, this was a major aspect that we focused on throughout. The colours used are important to most videos, they are used as signifier's for emotion and we implemented this in our music video. The darkness for rock and the darkness for our characters mood. His dark purple shirt was a choice made be us in order to help show his depression and as for the band costume, dark clothes where used as a matching part of all rock performance music videos. Finally the location for filming the performance footage was a local recording studio. This mirrors a lot of rock music videos where the band are seen playing in studios, live or in large open rooms most of the time and we wanted to continue this trend in our music video.
Conventions: Digi-Pack
When researching various digipaks, from professionally produced digipaks to other, older, A-Level digipaks, I picked up on some re-occurring themes. Some of these conventions were similar however there was a large amount of variation between digipaks. I found that there appeared to be three main types of digipak.
Picture Based - Featured pictures of the band.artist on the majority of panels, front cover usually a picture.
Pattern Based - A digipak that doesn't feature many, if any, pictures. Instead an abstract or pattern design is present throughout.
Simplistic - These digipak designs often feature a single object on the front cover and inside are plain and smart. Usually a strict colour palette.
Our digipak was based around a simplistic style, our colours used were black, white and red. The black and white combined well to create a bold and strong design whilst the red hinted at our music video when the band performed there was always a red background and hue to the video.
Conventions: Advert
Our advert matched our digipak, this was something we noticed during our research time when we were looking at and comparing digipaks to their adverts. Almost every digipak and digipak advert we looked at matched each other so we decided to continue our already formed house style. The colours, fonts and simplistic style stayed the same, if not similar, and we are pleased with the results.
Appeal to Audience
All in all I feel as though our music video was targeted at a suitable audience and was well received. When our peers watched our music video we received some constructive criticism however the majority of reactions were praise. Therefore I feel as though our music video appealed to an appropriate and well targeted audience of whom complimented and enjoyed our final music video, digipak and advert.
Adapted Conventions
As spoken about before, we followed some conventions during all stages of our work, including; our video, the digipak and our advaert. The main adaptions were the involvement of a narrative aspect of our music video which you do not see too often in the rock music genre. This was a good choice in my opinion as it allowed us to use a wider range of camera shots and editing styles. Doing this also worked well when following the ideas and theory of Goodwin.
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