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

Question one...

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

The codes and conventions of a music video can be narrowed down to four main forms: performance, narrative, abstract and animated. The two most popular that I have found within the indie/alternative rock genre are performance and narrative.

Cinematography

Throughout the indie rock genre, I have noticed that the videos contain various different distances. Extreme long shots and long shots are used to show a dancing performance.  Zooms, pans and tracking shots are included in speed to the music. Through my research I haven’t noticed many angles (high, low, Dutch) so I will ensure my music video doesn’t use varying angles. In upbeat songs such as Florence and the Machine's Spectrum, there are dance routines which would require some long shots which would ensure the full dance routine is seen. Though in slow songs such as No Doubt's It's My Life, it contains a lot of medium close ups as the song contains narrative so emotion needs to be seen.

Edit

I have found that editing wise, cross cutting between a performance (lip syncing) and a narrative (lyric related) are used. I believe this is used to show the artist performing which identifies them as well as adding visual meaning to the lyrics by containing a narrative structure. Rhythmic editing, meaning that the music video is edited to the beat of the music. A good example of rhythmic editing in within the indie/alternative rock genre is Coldplay's Every Teardrop is a Waterfall, because there are various cuts and movements that reflect the beat and rhythm of the music exactly.

Mise En Scene

<!--[if !vml]--><!--[endif]-->

The existing music video for my chosen song uses a white background which highlights the range of bright colours used. Also the choreography involves various artistic arm movements which reflect the harp music being played. It have found that within the indie/alternative rock genre, the mise en scene (mainly the colour or intensity of the colour) can vary. For example, you can get very bright colours in music videos such as my chosen song by Florence and the Machine, Dog Days Are Over. As well as Coldplay's Paradise,Natalie Imbruglia's Torn, No Doubt's Just a Girl and All American Rejects' Gives You Hell.

Some artists have known to break the conventions of having a music video in colour such as Lana Del Rey has the whole of her music video Blue Jeans in black and white. Similarly, Christina Perri breaks the colour convention as she uses a lot of darkness in her music video for Jar of Hearts (although the music video is not fully in black and white). Another example of a band/artist breaking the colour conventions is the Evanescence music video for My Immortal.

Sound

It is conventional to have the music non-diegetic so you can’t see where the music is coming from although the person is seen to be singing along to it (performance). Although in The Script's video For the First Time, begins with dialogue of a voice over details what is being written down in a letter, this reinforces the narrative that is being shown within the music video.

Other real media texts that show an influence in my music video is the pop star Ellie Goulding. She is within the pop genre, similar to Florence and the Machine; and could also be classed as a female role model which would be appealing towards teenage girls, my target audience.
How I have taken inspiration from the music videos is where I have had faded the same clip on top of the clip before and played it a few seconds behind to give a ghostly faded arms effect, similar to the one used in Ellie Goulding's Starry Eyed.





I have also used a technique to show a match on action in transition between shots in different scenes. Similar to Coldplay's Every Teardrop is a Waterfall, wearing the same clothes but in a different location. Giving a diverse effect to the ever changing scenarios of the audience.

I have also used another match on action in between two shots as in one my artist is on the beach raising her arm to throw a stone and in the next shot (which is performance) she has her hand raised pointing her finger as if she's giving advice. This effect has effectively made my video more interesting and fun to watch. 

I have also used conflicting mise en scene as a stylistic technique to express the mood of the artist, as well as the literature technique of pathetic fallacy.

In the image to the left, is a shot from the shooting on Hessle Foreshore on a dark and cloudy day as that connotes sadness and within this scene she is moody and takes a toy from a child out of anger, showing a correct use of mise en scene / setting and weather. I have also used costume (Black coat) to reflect the negative mood of my artist at this moment in the narrative.

On my other image to the right is a complete contrast of the previous image. The mise en scene is still on Hessle Foreshore although this time it was on a lovely bright sunny day where the blueness of the sky really emphasises the positivity of the narrative and you begin to see the artist becoming happier. Besides the pathetic fallacy mise en scene, my artist is also wearing bright colours as costume which reflects the transition of emotions.

These two shots are then juxtaposed fast cuts back an forth of the contrasting scenes although in the same place to emphasise the change in personality and emotions positively.

How My Video Is Conventional by AlxC on GoAnimate

Animated Presentations - Powered by GoAnimate.

I have used the inspiration of the real media text of the album advertisement where my chosen song is from. This is to ensure I am appealing to the right audience. Although I have taken inspiration with the layout and features of Florence and the Machine's poster, there is a contrast with the colour theme as Florence's is dark whereas Sofie's is bright and pink. I have done this to show that although it is aiming towards a niche audience of alternative or indie rock, some of these artists use more colourful marketing to show their diversity, some even do this to mimic the mainstream style in their own individual dress as a way of stating that they feature in this brighter and lighter colour style better than that of the pop genre. Artists such as Lana Del Rey, Paramore and even Florence and the Machine in other promotional material.



I have used the convention of  a plain CD cover detailing simply the artist's name, disk number, album name and legal information.
I have found that using a bright colour for the CD background because it represents the artist as quirky.

To ensure that my promotional poster matches the album cover I have used the same image like in Florence and the Machine's album cover and magazine advert. The audience then establish the link between the advert and the magazine as they look the same in terms of quantity.





In conclusion, I have used the conventions of the alternative / indie rock genre by taking inspiration from the artist of which my chosen song is from, and have used their advertising techniques of using the same image and font style to establish consistency and recognition to the album. I have also used certain techniques in my music video that relate to the alternative / indie rock genre; such as the aspect of having the artist performing and featured in the narrative of the video. Whilst also appealing to more towards girls by having a  relatable narrative of a relationship break up and the effect it has, there is also a Todorov narrative structure which is shown in a non linear lay out. This makes the audience feel happier for the character as they are glad that the character is now happy.