Evaluation Task One - The Video

I have produced three products for our artist. These consist of a music video which was planned, filmed and edited then released on social media over several weeks. I have built a website and designed a CD digipak for them also.

Here is the music video I created for HOW YOU LIKE ME NOW?

The music video is 3.03 minutes long which is a typical convention of music videos as they are usually around 3.00 minutes. They will usually follow the conventions of lip syncing, performing, narrative, stylistic elements or a many of these. 

There are both types of conventions- technical conventions and symbolic conventions- we used both of these to create an acceptable music video.

I chose to follow some typical conventions of pop music videos for ours and some which weren't so recognised. This is because of the type of band and music I was using. 

My aim was to use conventions to help the audience understand what type of artist this was and enable them to situate my video and track within the rock/pop genre. 

I looked at lots of conventions when creating my music video.

Our music video is a conventional tool to attract an audience to our artist, we took conventions such as a gangster theme and the idea of promoting an older artist in the pop industry, this does challenge the conventions of many pop music videos. 

The convention of using a narrative throughout our video was to engage the audience in more than just a band performance. 

We wanted to show a story behind the lyrics of the song. Another artist who uses a lot of narrative in their music videos is Bon Jovi, such as the video Always.

We also used the convention of a band performance, this is so we could lip sync and have the instruments playing throughout the video. I took some inspiration from the music video Feel It by TobyMac who also used a band performance. 

The lighting is dim to show the audience it is set in an illegal storage room as well as the brick back set.

We also decided to use a blues band theme with trilby hats and suits.

I used costume, hair and make-up to who my audience what type of artist it is.

The suits and hats show my artist is more mature, and middle to upper class as well as aid the jazz and blues influence in the song.

We challenged normal pop music video conventions by using an older male band rather than the young artists these days. This meant we had to create a music video suitable for a more mature audience yet still be entertaining. 

Younger artists such as Taylor Swift used cross fades in her video to show the desert and location used. We didn't do this. 

Shooting at this location would be a convention of a high end, high budget because shooting on any location can be expensive. Adeles video was shot in an old house, they have lit it to look dusty and old which works with the meaning of the song. This is a very high end video.

We also tried to keep the colour quite dusty and earthy for our artist, much like Adele's video.

A lot of Pop videos use bright colours and flamboyant consume to show youth and playfulness.

Much like Ariana Grande's Video.

We also added a poker game which we took from Casino Royale, we thought this concept would go well with the track chosen and add to the gangster feel we added to our video. 

I showed close ups during the video to add tension and show the expression on the protagonists face. This is used in films such as Silence of the Lambs, because it intimidates the audience.