One convention we have used throughout our music video is Andrew Goodwin's idea of a 'star persona'. To do this, we made our artist the main focus by using lots of close up's and spotlight shots. this was so that our audience would have a clear idea of who the star was, and so that they could build a relationship with her throughout the video. As well as this, we used one actress so that the attention was not drawn else where. The shots we used helped my audience to understand our artist as a person, and to gain an insight into her personality. I also maintained this in my digipak and digipak poster were all of the attention was drawn to my artist. Artist's such as Miley Cyrus also use this convention, For example, her music video 'Malibu' simply features her in a location. No attention is drawn to anything else but her.
In what ways has your media product used forms and conventions of real media products?
Another convention we have used throughout our music video is Carol Vernallis' editing theory. Her theory states that cuts must be to the beat, and a story can be suggested but not given in full. In our music video, we have made sure that each cut fits to the beat to create a more professional and upbeat feeling. We have also hinted at a story of a young woman chasing happiness. Through the use of props and neon lights, we have suggested that our artist is trying to break free from her struggle, however it is not emphasized throughout the performance element
As well as this, We have also used Andrew Goodwin's theory of an illustration and a contradiction in the link between the lyrics of the song and the visuals of the video. We have achieved this by linking certain lyrics, for example 'slow motion', to the visuals of the video by playing the clip in slow motion. Rizzle Kicks also uses this theory in his music video 'when I was younger'. However, the majority of our shots have no obvious link with the lyrics and therefore is what Goodwin describes as 'contradiction'. This can also be seen in Bruno Mars 'When I Was Your Man', as the visuals of his music video have no obvious links to the lyrics.
Another convention that was necessary to apply to our video is quick cuts, especially as the music gets faster towards the chorus. Carol Vernallis states that it is vital to use interesting techniques and fast editing for a fluent music video. For example, within the 15 seconds leading up to the chorus, we have used 20 fast and varied cuts. We have also used split screen's that have created an engaging pre-chorus. When carrying out our '30 cut chorus task', we discovered that this would be the best technique to match the pace of the song as well as engaging our audience. This is similar to Bruno Mars' music video 'Finesse', where he uses 20 cuts in the first 15 seconds to build the video up for the audience.
Finally, One convention of the pop genre I have used is idea of Propp's character types. Propp suggests that all media types have the same characters, a hero, a villain, and a princess. Although my music video features one artist, she is portrayed as a hero throughout. I have achieved this by using close up's and low angle shots to capture my artists confidence and power. My artist is also seen to be active, and controls the video through the use of direct address. I have also included a spotlight scene that highlights my artist as an important and strong woman. This can be seen in Camilla Cabello's music video 'Never Be The Same' where she is portrayed as a strong artist through the use of low angles at 2.13.
