My media product uses conventions of a music video, for example the genre is indie/rock which is represented through genre conventions within our music video. One of the principles of Goodwin's theory of music videos is that there should be genre conventions included within the music video which is why it is important that we included it in our own product. To establish the genre of a music video Goodwin suggested that videos include features such as dance routines to represent R&B and for rock videos there is normally a stage performance. We included genre conventions by creating a band performance. Also, we gave the actors of the band costumes to wear, including checked shirts, jumpers, converses which all relate to and symbolise the indie style and genre. The guitars and drums shown in the band performance also create a representation of the genre. Gunther Kress suggests that genre is very important because it gives the audience a sense of comfort and belonging and he believes that genres make audience feel at home. The band members and the people that appear in our video our part of a group who are “loving life” and they are part of the indie style. When our audience watch our music video, Kress would suggest that they will feel part of this group as it creates a collective identity if they are into this genre of music. This is why we tried to relate to our genre as much as possible and used conventions of real media products.
One of the videos that inspired us the most was Foster The People’s music video “Pumped up Kicks” In this product they use the instruments to show how it reflects their indie/rock genre while also cutting between shots of the band messing about and nice landscapes. This helps to show the band enjoying themselves while on tour, which is what we also wanted convey with our music video.
The video includes shots of someone jumping into the water and cuts between shots of the band members on the instruments and just generally having fun. We used this method, by including shots of friends at the beach and in the sea. Also, the shot of our main singer on a space hopper, helps to relate to the conventions used in ‘Pumped up Kicks’ showing the band enjoying themselves as well as how we filmed them playing in a band performance.
The editing used in this video is also similar to our product as the cuts between shots are fast paced to keep up the rhythm and beat of the music. We tried to change the shot at the time of the beat in the music, so that the visuals related to the music, which is also a feature of Goodwin’s theory.
Another feature which he suggests is how there is a relationship between the lyrics and the visuals. We tried to include this by relating some shots to the words of the song. For example, when the lyrics are "Alive, alive, alive!" we added footage of people jumping to create a lively atmosphere which is the meaning of those lyrics. There is also a relationship between then music and the visuals. Every time each shot changes from one to another, we edited it so it changed at the time of the beat of the music, which was fast so it kept up a quick pace to keep up with the rhythm of the music.
We also researched into other music videos of the genre to help decide which elements to use such as the quick editing feature. I found that another element which is commonly used within indie music videos is the use of close ups of the artist's face, and also the instruments. We thought this would help the audience to identify with the artist, so this helps them to appeal to an indie audience. However, we didn’t use this convention much, because we had many other shots.
Our target audience is people who are part of the indie tribe, between the ages of 16 – 25 both male and female. The type of people that our music video would appeal to is those who wear similar clothing to the band in our music video. For example, skinny jeans, shirts, lots of jewellery, converses.
Music plays an important part in their life and they are the type of people who play an instrument themselves and like to travel, and are fairly creative. They will be the type of audience who are interested on going on tour, travelling and going to festivals just like the band in the video. Therefore, our video is aiming to influence and inspire our audience.
The type of festivals that they are likely to visit is Latitude because it offers a range of creative opportunities, and a lot of the music they play is indie. We both attended the latitude festival last year and did filming for our music video, so we thought that if we included this footage within our video then it would be the best way to appeal to our target audience. We have developed genre characteristics during the making of our music video to help appeal to them, by using beautiful landscapes which may appeal to the creative side of them because of the use our use of photographic imagery and filming. We have also included shots of the instruments as a genre characteristic, so this convention will relate to our target audience. The theme of our video is representing youths in a fun, creative way by them showing them enjoying themselves and making music. The fact that it has been filmed in the summer helps to create the cheerful atmosphere.
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