Evaluation: Part One: CONVENTIONS

In what ways does your media product use, develop or challenge forms and conventions of real media products?

In what ways does your media product, follow conventions

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CONVENTIONS OF MUSIC VIDEO OPENING

0.00 - 0.08: The opening shot sees the band playing on the rooftop through the use of a long shot which is conventional of music video openings. We also added an "aged" special effect" to all of the shots where the band are playing on the roof to give the video an authentic appeal and create a sense of continuity. The costumes that we chose are also typical of the way teenagers dress in skinny jeans and jumper's and the props used are also con;ventional of other music video's; through the choice of  guitar's, drums, a microphone and a bass guitar. We also chose to add on a text title showing the name of the band and the name of the song in the music video; this is relatively conventional although less in recent music video's.

0.08 - 0.15: We then used a fade into white transition to blend in to the next shot of the lead female, Aimee playing the guitar to show she is a happy, cheery teenager. Throughout this shot we used a handheld camera type of shot to give it a playful feel which sees the camera zooming in on Aimee's face and then out again several times; this is conventional of music video's as this type of shot shows the importance of the character.

0.16 - 0.23 We then used a conventional fade out transition into the next shot of the guitarist Ben playing the instrument on his own on the rooftop. During this shot we broke normal conventions of indie music video's by using a slow motion effet to give the effect of slow paced editing. Through this shot we used conventional types of camerawork; opening with a zoom in on Ben's face to a zoom out near the end of the shot to show the whole location. The type of clothing that Ben is weaing is conventional of an indie band member in a music video; skinny jeans, a snapback hat and a retro jumper.

0.24 - 0.26 We then used a cube style transition into the next shot of the lead singer, Aimee sliding down the school banister; here we used a conventional long shot to convey her character as being fun and playful. We also sped up this shot as a special effect which is arguably conventional of other music video's of the same genre.

0.26 - 0.35 We then developed the music video's narrative by using a fade into black transition cutting back to Ben, the guitarist standing on his own outside smoking. The featue of one of the band member's smoking in the music video is conventional of similar producs as it fits with stereotypes of the indie/ alternative genre and the rebellious connotations of teenagers that listen to this style of music. Here we used a black and white special effect which is a conventional editing technique used in music video's. We used this effect to convey Ben feeling loney as he is apart from the lead singer, Aimee (who he fancies) which is also shown by his unhappy facial expressions through a conventional zoom in on Ben's face.