Before starting my music video, I researched existing videos in my chosen genre and others. I also looked for videos made by previous A level students and videos created by Junior Senior. I am glad I conducted this research as it made me aware of typical codes and conventions used in dance music videos. The video made by Junior Senior for Move Your Feet, is animated, so I was not able to take any codes or conventions from it, except perhaps the colour scheme, and my attempt at putting seemingly 'random' clips in my video. I didn't just look at music videos though, I found some great adverts that were constructed in a similar style that I used for inspiration.
For my ancillary tasks, I looked at all genres of music, some with great examples and some with, in my opinion, not that good examples, so I had a benchmark of comparison for my own magzine advert and digipak. Doing this also helped me to establish a design layout and colour scheme/house theme.
Initial ideas
Before constructing a proper idea for a music video, I thought about what music means to me and what I wanted it to portray, because I was thinking of this video as an extension of myself. I wanted it to reflect my personality so I thought about how music affects me. When I hear a song like the one I am using it makes me feel happy and I can't help but want to dance. I found that it also had the same affect on other people much younger and older than myself, and this was how I decided this would be a good concept for my coursework.
I carried out the same method for my ancillary tasks. By thinking about how I wanted it to affect people, I was able to create a design that I was pleased with and displayed the message set out by my video.
Deconstructing existing music videos
After I made the decision on the style/genre of music video I wanted, I deconstructed already existing music videos of my genre. I made sure to look at very typical dance videos, to learn the typical codes and conventions, helping me decide what worked for me and what didn't. From looking at these videos, I decided very quickly that a typical dance video was not what I wanted. This is why I then found dance videos, that didn't really stick to the typical codes and conventions of a dance music video.
This song Don't you worry child by Swedish house mafia, I found, was a great example of a dance video that challenges the typical codes and conventions. It is still a video that encourages dance, but it is similar to my own in that it has a lot of peoples natural reactions, some people are even featured to be crying in this video. It is done in an almost documented style, but could still be considered a concept video as well as a narrative. I think that as this was their last tour as a band, they wanted a video that was going to bring on an emotional response from their audience, likewise I have tried to create the same effects.
Lighting and effects is a also a huge feature, and they seem to have added them at every opportunity to make the video more exciting, timing them with the beats of the song to make it as visually dramatic an atmosphere as they are able. I also made use of different effects, not on as large a scale because I did not film in an arena full of people. I used colour corrections and green screened a few of my actresses.
Using, developing and challenging
I did not want it to look like a typical 'hollywoodised' glossy music video, that has clearly been made by a professional with a big budget, and choreographer. I wanted my video to evoke a more emotional response and connect on a personal level (still with the dance factor) as most people watch music videos to provide themselves with some escapism. This is where I have challenged the technical conventions of a dance music video. I wanted peoples natural reactions, and so some of the camera shots and angles are a bit shaky, as it was handheld and I was just filming my talent doing whatever they felt like. I think it is codes and conventions like this, that helped me to get the more 'home-video' effect I really wanted to establish. The audience also feels more comfortable/relaxed when watching people in a natural setting. However having peoples facial expressions is an example of a symbolic convention that I wanted to be a central focus point in my video.
Another of the conventions I used and developed in my video, is rapid cutting. My entire video is comprised of short clips that jump from one, to another and back again. I deliberately used lots of cuts to keep up with the pace of my song. I also wanted to avoid any chance of my target audience getting bored, and so the speed of the cuts meant that my TA had to keep watching in order to see everything. I think this convetion is a great way of drawing people in and as a result I used it to its full potential in my video.
I am glad to have attempted to have include a mix of codes and conventions, whilst also not including some more of the typically expected ones as well. I wanted to stand out and so I think making the decision to challenge a lot of the conventions really payed off and I was able to affect people in the way I wanted and I also got similar reactions from people outside of my TA. This is how I feel my media product uses, develops and challenges codes and conventions.
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