1. In what ways does your media product use, develop or challenge forms and conventions of real media products?
Kickstarts - Example
The first video that influenced our video was Kickstarts by Example. We liked the fact that the feet in the video was edited to match the beat, and we wanted to implement this in our video as well. We did this by editing our chorus with lots of different faces in time with the beat instead of feet as Example has done, therefore challenging the convention in his video. These were also obvious edits instead of continuous, as all the people were in different places, something which pop videos have.
Our entire video is edited to the beat of the song, but I think it is most obvious in the chorus. We had several base tracks that we started with to help us structure the video.
In our video we also used slow motion. As a group, we all agreed that slow motion was an effective edit to use and added a little something to the video. In the beginning we weren't too sure where we wanted to use it, but when we started editing we decided to put it in the bridge after the second chorus. We didn't really have a specific video that we were influenced by, but we saw it used in some recent pop videos and we learnt when researching Carol Vernallis' theory. This is what I wrote about her theory at the beginning of our blogging journey.
So among the conventions of a pop video, slow motion is one of them. One video that we looked at was Lat Friday Night by Katy Perry, who uses slow motion in her video. In this shot below, when she is walking down the stairs its in slow motion and is also using jump cuts.
We took inspiration from 'A-Team' by Ed Sheeran from this particular shot above where the main character is standing and the background is moving in fast motion. We liked this as it was a contrast to the usual slow motion (even though we used that in our video as well)
Our artist looks directly into the camera when singing to involve the viewer in the performance. This is done in almost every single video out there, whether its pop or not, to show the audience who the artist is because they are promoting them. The screen shots below show this, the promotion of the artist in the video. We also used our artist as both the singer and narrator, mainly because we didn't have a storyline that needed lots of separate characters. This example also works with the Katy Perry video as she plays a nerd turned chic as well as singing the song. As our video didn't have a proper full storyline, we didn't need a resolution at the end of our video. Our story was our artist walking around London and seeing different cultures and meeting different people who are a part of a contemporary 2011 London. This is in contrast to the Katy Perry video, which is set in 1980s America (shown through the use of neon colours and fashion trends in the video), which is a convention we challenged. Our video progresses from day to night, so perhaps the resolution is that it is the end of the end, therefore concluding the video. Which is similar to the Katy Perry video, which goes in a full circle from day to night into the next day.
Goodwin's theory and our music video are linked quite well together. This is what he says:
Our video is built around the song, we have used amplification for our video by not using our video to illustrate every single lyric in the song nor having a video that doesn't match anything in the song. We also used the artist as both the narrator and the character and had the singer look directly in the camera from time to time to involve the viewer.
As this was our first music video we have to promote our artist so there are repeated shots of our artist so viewers become familiar with the artists face, so when they see her advert or album they can recognise her.
The main artist I was inspired by for my album cover and advert was Kate Nash. I liked all her covers because they were a collage of both real photos and cartoons or drawn pictures. She inspired to make a collage type cover and I achieved this by photoshopping my cover so it looked like our artist was cut out and stuck on a staircase.
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