This is my task 1 for my music video by Alexander Goh

1. EVALUATION TASK 1
BY ALEX G (G IS FOR GANGSTER)

2. WHAT ARE CONVENTION
• A convention is a way of recognising a way of doing
something has to do with content, style and form.
Conventions help the audience to relate to certain
products especially within the music industry. In terms
of music videos, conventions are often based around
elements involving camera work, editing, casting and
location. Therefore in the alternative rock genre, we
searched into similar conventions to help the audience
our group relate to the audience and to appeal to the
audience.

3. CAMERA
One of the key element used in our music video
was close ups as all rock bands within the
alternative rock genre use close ups to helps
establish the aggressive tone towards the music
video. Imagine Dragons use close ups when the
singer sings a key part of the lyrics this is because
this forces the audience to concentrate purely on
the music. In our music video we added a lot of
close ups of our singer when he was belting out the
key lyrics to the song therefore we followed the
convention of using close ups.
Another typical conventions is that most
rock bands add tracking shots to add
movement and give a burst of energy to
the music video. Therefore for
“american idiot” by green day they add
a tracking shot to give a burst of energy
to the music video. This was similarly
used with our music video as we wanted
to make our music video seem more
energetic and aggressive.

4. Editing is a crucial part to most music
videos as it allows the music video to be
visually impressive as it doesn't contain
any dialogue and its within a small time
frame
For our music video it was important to cut to the
beat of the music video . This is conventional with
any genre of music videos as it essentially helps
make it more aesthetically pleasing to an audience.
For our music video we started gradually building
the pace of the cuts once the chorus hits, this helps
show the pace and the energy of the shots as they
chorus is meant to make it match the energy of the
song.
We also used discontinuity editing, as it helps keep the shots
up with the fast paced songs. Many rock bands like the Foo
Fighters ramp up many shots in “The Pretender”. This
makes their music video seem more action packed with
energy which is commonly used to help the shot keep up with
the song. We used similar techniques when we ramped up
the tracking shot as it helps the shots keep up with the song.
Ramping up shots is key as it helps maintain the energy of the
music even after two minutes.
EDITING

5. V
Another technique we used to maintain the audiences
attention is through the use of a time-lapse. This isn't a
common convention in most alternative rock band as they
tend to maintain to audiences attention through the use of
a narrative. As Nirvana in “Smells like Teen Spirit”
where its about teens destroying the assembly hall as the
bands playing. Meaning our group went against the
general convention of the music video as we wanted to
make it solely performance based and maintained the
audience attention through a second element of a time-
lapse.

6. The Killers Oasis
Wild Wons
COSTUME
COLOURHAIR CLOTHING DETAIL

7. One main similarity is that most of the bands within the entire
rock genre tend to all wear dark clothing to symbolise the rock
genre. Therefore most bands like The killers always wears
dark clothing to symbolise them as a group and to help
illustrate them as a rock band. As we made the band first music
video we had to follow similar conventions to help the audience
relate the band to a rock genre. Our group also made one of
the guitarist to wear an Guns and roses shirt to allow the
audience to see bands within the similar genre as our band.
Another typical convention of alternative rock band is to
have long hair as it connotes wild and freedom therefore
when we were casting the group we need to ensure most
of the band members had mostly long hair. We followed
the convention as we looked at classic rock band like
Oasis to give us inspiration of what a typical rock band
look like.

8. SETS AND LOCATIONS
Having a Dark atmosphere helps to set the tone of
the track. As the band Creed in “One Last
Breath” used a dark atmosphere to allow the
band to set a serious tone towards the song. We
adhered to this convention as it allowed our group
to set a more aggressive and violent tone towards
our music video.
Having the location within the carpark helped our music video seem more violent
through the connotations of concrete surroundings as being rough. Bands like
Three Days Grace in “Never Too Late” use similar conventions as it helps
make the band seem more serious and hard-hitting

9. PERFORMANCE
The performance element to a music video is key to
many rock music videos, this is because it gives a
glimpse of how passionate the band is. Therefore for
Green Day for “American Idiot” it largely consist of
performance element so illustrate the passion within the
song as the guitarist jumps up in the air. For our music
video we felt that we should carry on this typical
convention as it gives the audience a taster to the
amount of energy the band will have during a concert.
Therefore as you can see our guitarist kicking up in the
air to convey help the enegery.
We also added direct address in our as thats a typical
convention of a music video. As you can see in Nickelback
in “Someday” they use direct address to help connect the
audience with the band, as direct address allows the
audience get a close inside of the band. Therefore we used
direct address to bring the audience closer towards the band

10. WEBSITE
COLOUR
BAND LOGO
ADVERTISE NEW ALBUM ON
HOMEPAGE
A common convention to websites for music videos is that they
tend to use dark colours especially black, which is shown in
bands like The Killers. This is because it allows the fans to
relate to the rock alternative genre.
Having a band logo isn't typical in new alternate rock bands
however many old school rock bands add their logo like
AC/DC We did this to allow our fans remember our band of
something rather then just the name.
Many alternative bands all market their album on the homepage.
This is common as it allows fans to listen to the music before they
go to the bands concert. Therefore bands like Imagine
Dragons and AC/DC have all use this therefore we felt that is a
convention that we had to follow.

11. DIGIPAK
As you can see a typical convention in many alternative rock album
covers is that it consist of some kind of animation. Therefore
Rolling Stones, Muse and Linkin Park all have animations on
their album cover. Therefore we felt that our group should follow this
convention as we wanted our album cover to match with similar
band within the genre.
Another similar aspect was that all the album
covers have a very mysterious colour scheme
towards them making them look very unique
like muse and linking park. As our group
was new we wanted to let the fans see what
kind of band they were and how unique their
music is, therefore we followed his
convention
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