When we were creating our media product we had to take into
consideration the codes and conventions that arise in existing products, which
are typical of our genre. When the initial idea’s process started we had to be
very clear on what type of video we wanted to create. As a group we decided to
create an indie/alternative music video, mainly because this is the type of
music we listen too and you are also available to go beyond boundaries and
create a hybrid genre. When we received our brief we instantly realized that
our product would be similar to James Blunt's videos and also Bruno Mars
as both artists conform to the genre we chose. After analyzing their music
videos we realized that they followed Bordwell and Thompsons narrative theory,
which states that ‘narrative is defined as a chain of events in a case-effect
relationship occurring in time’. We decided to conform to this idea and
included a variety of events through the use of fragmented editing to convey a
change and a non-chronological narrative. The way in which both James Blunt and
Bruno Mars artists portray ideas about being young and express ideas about
everyday life encounters such as relationship breakups was one of the
conventions we decided to incorporate in our product.
After we looked into
the general "indie" music video clips we noticed that most successful
artists are usually solo and have their own distinct recognizable branding
within their products. We decided to incorporate this convention by giving Jake
Black his own unique label, which represents his style and individuality within
the industry. Most existing products I found on YouTube had an enigmatic
message overall, we decided to develop this typical feature further within our
music video and decided to convey and represent an emotional male who is lost
and confused about being parted from his lover this was made significant
through our deserted park location and also the elevating editing when Jakes
lover disappears and re-appears on screen. During our planning we thought
carefully about how we could convey our artists emotional status. An instant
idea that arose from watching Ed Shareen’s – A Team, was to include
naturalistic instruments in our production such as a guitar and also to make
him a solo artist to reinforce an idea of isolation and separation from the
world. In terms of mise-en-scene our music video does challenge conventions of
existing music videos as ours has a sense of uniqueness and more meaning.
Overall
I feel our music video follows the codes and conventions of
any young
independent debut music video, I feel it has an organic feel which gives of
young, lost and emotional connotations which is something I feel is very
important to the video.
