2. We started to think about the conventions of the
music video primarily in the Dubstep and trip-hop
genre to make it easy for an audience to
understand what type of text they are consuming
and enable them to situate a song and artist within
a musical genre.
3. Technical Conventions.
Camera. example project
We used the similar close-
up shots which help build
recognition of artists
(build star image), and
also to emphasise link
with music and lyrics, key
line which underscores the
audio and visual hook. It
also showed the attitude of
an artist in the video.
The Mid shots of the artist
show body language and
costume of artists, this can
demonstrate emotions and
can connote values and
attitudes.
As well as that we have
The video that inspired us was the
also used tilted shots and
underwater dance from the film
pans to establish the
‘ Joy – Fireball’ that gave a sense
atmosphere and
of the magical underwater world.
environment of the video,
show the artist, his
costumes and props.
4. Editing.
project
We synched the audio
to the video to gave a
sense of naturalistic
performance.
We matched the pace of
the song and edited some
of the key lyrics to the beat
using close up shots
emphasisng the meaning
of text in relations to the
video .
We applied the convention of
discontinuity editing. We used
cross-dissolves and fading in to
make the sequence more
cinematic and magical. That
gave us an effect of loosing the
5. Lighting and colour.
project
We used artificial
lighting to create the
mystery of the
atmosphere and of the
video which also helped Example
us to make the
moonlight getting
through the water.
Filming in the studio
enable us to create the
dramatic effect of
making it more example
imaginative and
magical.
The blue and black coloura as long as
establishing the atmosphere and underwater
world also represented the mood of an
artist. The significance is that audience felt
the suspense to the overloading amount of
dark colours.
6. Costume, hair and make up
At the researched artist project
that we were inspired by
were mainly involved
into the fashion and artist
world. We payed
attention and their
deliberate costumes and
artificial make ups that
were connected to the
style of the video .
The costume is an important
factor of the video because it is
mainly portraying the artistic side
of the artist and establish him
being involved in the fashion
world.
The meaning of the make up also reflect on the style of the star. It
signifies the attempt to match the style of the video.
7. Conventions of the Website.
The use of the grid system separates
sections of the website and presents the
information in small, easy to access
segments. Unlike typical conventions the
centre of the page has a large picture of the
band, and the basic navigation tools are
across the top of this picture.
project The online gallery of
the Instagram photos,
which showed the
There is music player and interactive gallery artistic involvedness
on this home page, and there is also form of of the artist
audience interaction on the Facebook and .connection to the
twitter which makes the site look modern social websites as
and innovational, however, keeping the Facebook, Twitter,
artistic style . Instagram
8. We used the conventions of the
most recognizable photo and
project background logo , from the
photosession, video and website
transferred to twitter which helped
audience to recognize the star
image in the other source of
interaction with the star.(social
website)
9. Conventions of the Digi
pack.
Black and white style and
primary colours of the digi
pack. Makes it more artistic and
various from the ordinary digi
packs.
The continuing long shot inside if
the digi pack refers to the artistic
style and make it more
mysterious.
10. Logo and name of the star
, portrayed in the blue
Track list with the colours on the B/W
same font of the background which links
tracks as on the to the main style of the
website and cover. whole digi pack.
Virgin logo. Adds
status and conditions of Large clear font, the main attention
the album release. Image of artist echoes if concentrated on the artist.
Means that the artist is the style she is Bold artist and album name.
approves by the music Production performing which has
company information. the straight connection
copyright, web to the video and also to
address , sponsors the trip hop genre which
is quite rare.
