One convention of music videos is thetechnique of cutting to the beat. This is usedin most music videos especially in the rock/indie genre as percussion often plays a largepart in the style of music. The split style for my music was alsofuelled by the fast paced editing betweennarrative and performance. While this could ofbecome confusing the placing of the cutsallowed a narrative to be created and anaudience could understand the sequencing.Therefore editing became the narrative deviceadding pace to the music video.
One music video in which I found very inspiringwas the button to button music video by the whitestripes. Here is a short storyboard showing thetechnique .
For my music video I chose only to use non-diagetic audio as I felt this was appropriateand fulfilled the conventions of existing musicvideos.I wanted the audio to become almost as sourcemusic does in a film. Source music in film iswhere diagetic and non diagetic music getsmixed as the band plays the music it becomesthe soundtrack to the dream sequence. Whileall audio is recorded and synced to the digitalfilm cut it appears to be diagetic and nondiagetic.
My music video develops and challenges thefollowing conventions of real media products… Narrative-Anti-love story Surrealism & Audience Interpretation Intertexuality Camera Technique Editing Production Band Image
While creating my research one element in which I experimentedwith was the idea of having narrative running throughout my musicvideo. While I decided not to create the conventional boy meets girl Icreated sequences in which had a relationship aspect. This wascreated through the angles and editing.
As a director, I deliberately didn’t want tocreate a love story as I find this a very clichénarrative in music videos as this is often theobjective of the song. So I began by looking atmusic videos which do follow the cliché andthen looked at how I could develop this into anarrative with a deeper meaning. Onepossibility was using surrealism and rolereversal so I also looked at some surrealisttheories.
• One of the music videos I studied closely in my genre research• A video which complies to the love story narrative• Also has a performance aspect
Use of point of view shots Male perspective (sexualising the female subject) Band performance intertwined with narrative Cut to the beat Use of natural light in an outside location
Only female charactershown Performance dominates the majority of the music video with no direct link to narrative Slower frame rate in some sequences No linear storyline but a montage of memories Un-Concluded ending
Doesn’t completely comply to surrealist conventions but does contain aspects in which made any spectator more of a participant. Audience created there own meaning of the anti-conventional representation of a relationship. Switch between third and first person perspective–role reversal ending Ending with no specific meaning allows audience interpretation
The ending of the music video clearly has noresolution and has no specific meaning thistherefore eaves the audience to create theirown meaning an interpret the audio and visualcontent. This futhur establishes a participantstatus and gives the audience he chance odecide how the narrative ends. This is one wayin which I challenged the convention ofmainstream music video narrative theaudience is no longer passive as they choosethe narrative.
One aspect in which I developed was the use ofusing intertextual referencing from differentoutlets of the media such a film andphotography…
Dream sequence from Sleepy Hollow-Tim Burton (1999)My Music Video
Lunch Atop A Skyscraper- Charles C. Ebbets (1932)My Music Video
Conventionally a tripod is used throughout themusic video shoot in the industry but this can belimiting. In some of the high angle shots I createdin the performance segments of the music video Iwas required to use handheld camera.This also gave the performance aspect a morerugged and raw style.The narrative segment was filmed using thehandheld technique as it was all point of viewangles and so it was important to show themovement of the camera from a charactersperception. The movement of the camerarepresented steps and was held a little higher thanmy eyes as this would e more realistic and wouldgive the impression from a male perception.
While studying music videos of a similar genre Inoticed that all used a cut to the beat technique.After seeing the button to button music video Iwanted to create something one step further .Inside the roof of the barn there were large metalbeams holding the structure which reminded megreatly of the image by Ebbetts and so I decided tomake my music video unique I would make theband appear t be appearing and disappearing. Thistook a lot of practise with the camera and took asignificant amount of time in practise runs toperfect the tecnique. This was one element of themusic video which I found took the most planningand cooperating and communication with theband.
This image was taken on the last location visit where I aske one of the people on site to demonstrate to the camera what I was trying to achieve . By doing this I realised that I would need some kind ofsupport for the band and heir instruments for them to feel safe and so scaffolding was introduced.
After looking at existing products I felt that bandintegrity was often lost when major productioncompanies were involved and so I felt as inindependent it was important for me to develop ifnot keep the original band image. To develop uponhow they wanted to convey themselves I alsowanted it to be about their talent and so I chose tomake the video primarily a performance basedvideo. The band were also given wardrobe choiceswhich I chose out for them as well the purpose ofthis was also because the video would be shown totheir existing bands and I felt this was a way ofreaching my target audience appropriately.
While producing the music video I followed theconventions of how an industry producedproduct would be made. Research into the genre, music videos, technical aesthetics Pre-production paperwork Production schedules and professional filming and collaboration with band Use of Industry based programming Target audience reception and feedback