Evaluation, Question One - Conventions, Montage Editing

Although in our video we follow a narrative, one of the main editing techniques used was the idea of montage editing – following a non chronological timeline in our video. Whilst it is clear there is some sort of narrative, the ideas and themes are usually not in a chronological order. The idea of montage editing is emphasised through our use of effects, creating a sense of unease for the audience, particularly through our use of the Final Cut effect “Bad TV” as seen in the instrumental section, as it could add a sense of mystery for the audience and also links in with the aggressive nature of our drum n’ bass genre.

Evaluation, Question One - Conventions, Live Performance

Particularly within our genre, an emphasis on live performance is important. To include this convention of the music video within our final product, we decided to film a performance segment of the video. This was done using equipment from our school’s music department along with a performance space including various lighting opportunities. In the final product, I feel that the band segments were a big success – we were able to synch the performance of the lead vocalist well with the original track along with getting tempos right with the drummer. This gave the product a professional look, but also emphasised the idea of music videos promoting a band or artist.

Evaluation, Question One - Conventions, Close Ups

The way the band is presented in a music video is very important. People who watch the music video and the target audience of the artist want to aspire to the people in the video – therefore, bands need to be represented in either a sexually attractive way or in a way that will inspire their audiences to be like them. One method of achieving this is using close ups of band members, a convention used in many music videos. In our final product, we have used this technique effectively, particularly in using close up shots of our lead singer. The lighting in these shots also helps, giving the lead singer a type of attitude and dark nature similar to that of our genre, something which our target audience would aspire to. It also links to Vernallis' theory of the "moment of pleasure", seeing the artist on screen so that people would perhaps feel sexually attracted to the band, as opposed to just liking the music.

Evaluation, Question One - Conventions, Cinematography

Another convention which we used very well within our final product of the music video is use of a variety of shots and cinematography. This keeps the music video interesting for the audience whilst making it exciting within the context of a music video. There are many examples of various shots we used; one of them I was particularly proud of was the shot in the narrative section moving through the branches, where the branches hide the action of the scene, making it very mysterious and creating a sense of the unknown. Other shots I was pleased with include some shots of the band segment which we filmed using the fig rig, where we were able to get effective close ups and flowing shots, giving the video more movement. The examples I have uploaded (one the completed music video and the other the live footage of the original band Pendulum). From these comparisons, it is clear that during the band segments of my music video has varied cinematography - the fig rig allowed us to create interesting shots of band members (such as the shots found of the guitarist and drummer in the performance segment of the video) and these were similar to some shots found of band members in the live Tarantula video.

Evaluation, Question One - Conventions, Godwin's Theories

We also used another media theory to help create a professional, effective music video. This was Andrew Godwin’s theory of amplification of the lyrics, meaning we were able to give the lyrics present in the video a new meaning. Whilst analysing the lyrics, we felt the lyric “inject me with bacteria” could be considered as almost a drug induced line. This analysis of the lyrics gave us the main theme of our music video, slightly controversial though fitting in with our gathered, “amplified” meaning of the lyrics.

Evaluation, Question One - Conventions, Bordwell & Thompson

One of the ways in which my main product follows conventions of music videos is by following one of Bordwell and Thompson’s editing theories – Rhythmic theories. This determines the duration of each shot, and has more of a link and impact with the music if the shots are edited as such so they change on the beat. I feel that there many example of when we have used this editing theory to a successful effect, for example, the point towards the middle of the song, before a chorus where the song builds with a strong bass drum beat. This accentuates the tempo of the song and also gives across the fast paced nature of the song as well as the fast aggressive nature of the genre.

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

Music videos are created mainly as a promotional tool to advertise new songs from artists ranging from different genres, bands and demographics. They appeal to everyone in different ways through means of different cinematography techniques, differing effects and differing editing techniques. Music videos appeal to all – they are usually the first airing of songs and albums for new and upcoming artists. I feel my music video is successful in advertising a new artist. It follows conventions such as cutting on the beat, close ups of the artists and a slight narrative within the video.