evaluation task 1

1. CONVENTIONS

2. CAMERA
Close Ups Tracking/Panning shots
Close-ups are very typical in music videos, and are often
used to see each band members’ faces, or of the musical
instruments being played. The close up off bands faces’ is
to build up recognition for the band members and act as
sort of ‘beauty shots’ for them. And the close ups also are
used to see the musicians hands playing the instruments,
which highlights their skill in the video. This appeals to our
target audiences, as they appreciate the skill involved in
playing the instruments.
Tracking shots are crucial in music videos, as it adds
movement and excitement to the video. We used tracking
and panning shots to match our camera work and band to
the pace and style of the track, which ultimately makes it
more exciting, as music videos are usually of limited form
which can be boring. Nothing But Thieves is a band who
we took inspiration from, as they successfully use these
tracking shots. We also used it to move from one band
member to another, which helps to emphasize the
relationship between each band member.

3. EDITING
Discontinuity editing Rhythmic editing
Discontinuity editing is typical is in music videos, as it
creates visual appeal and interest for the video. In our
video, we used two time lapses, fast motion and slow
motion to make our video more appealing and
elaborative and interesting. This is because music
videos can be quite restricted in terms of duration and
narrative, so they are necessary. One example in a real
video is One Republic when they use slow motion in
their cutaways.
Rhythmic editing is a typical convention of music videos, as it allows
the editing to match the pace and style of the track. We used this in
0ur video to make it again more interesting and appealing to watch.
We see this used in Radioactive by Imagine Dragons, and it is very
effective in it. This was a leading factor in the creative decision when
putting in our video.

4. COSTUME
• The main convention in alternative rock bands is the dark costumes that they wear. This is typical because it
matches the style and tone of the band, and gives a very anti-authoritarian attitude for the band. Here it is
seen in Catfish and the Bottlemens’ video Kathleen, which we used as inspiration for our video. We also had
our guitarist wear a Guns & Roses t shirt, as this was to help impress the target audience as it shows the
band has a passion for music. We also made it clear that each member had long, elaborative hair, as again
this is a common convention for rock band members. This is because it expresses their wild and fearless
attitudes as a whole.

5. PERFORMANCE
Passionate/Exciting Performance Direct Address
Having the band perform the song in an exciting and
passionate way, is a vital convention of music videos. This
is because if the video has limited components to it, such
as just the band playing, it would be quite boring and
visually unappealing, so a performance is absolutely
necessary. A good example to look at is American Idiot by
Green Day. Despite them having a cool paint explosion
scenario, their performance is also exciting and fun, which
is exciting to watch. We included these passionate
feelings into our video, as we just had the band playing so
we needed something more. In our video, we see our
guitarist jumping around and our singer moving around
lots and waving his arms around, which is very similar to
Green Day’s video. This made our video more exciting
and visually appealing to watch, and without the
performance would have been less interesting to watch.
Direct address is a common convention used in music
videos, as it allows the audience to feel connected to the
band and also to build a reputation and recognition for the
band. Here is an example of it used in The Pretender by
The Foo Fighters. In The Pretender, it was very successful
as it allows the audience to feel intimate and involved with
the singer, in which they would never normally feel/see
when watching at a concert or on a radio. As a result of
the successful use in that video, we wanted to apply it and
use it in our music video, to try and gain the same
successfulness on our video.
In my opinion, the use of direct address in our video was
successful. It allowed the audience to feel an intimate
bond to the band that they could not be able too have
before, and manages to build a reputation for our band.

6. SETS AND LOCATIONS
We wanted to use a multi-story car park for our music video as it gives a rough and tough attitude and feeling
towards the band. This gives the impression that the band is tough, and that they aren’t messing around and that
they are serious. We also used dark colors and a dark blue gradient in the video, as it fits the tone and style of
the track. If we used bright colors, it would give the track a pop vibe which would definitely not fit with the band.
We see this present in Trip Switch by Nothing But Thieves. They use dark colors, and the environment is very
intimidating and is very tough. This is similar to our video, and its used to give the band a tough impression,
which again is a leading factor in our creative decision making.
• DARK COLOUR/ATMOSPHERE – TOUGH, NIGHT TIME – FITS IN THE TONE AND STYLE OF TRACK AS BRIGHT
COLOURS WOULDN’T FIT WITH IT

7. PROPS
We used traditional band instruments as our props, and we showed them off in our vide, having a
guitar and a drum set. This is because they are vita l conventions of rock band videos. This means
we are able to appeal to our target audience who are musicians as the band can show off their
skills, in which the audience appreciates. The instruments used a traditional, and if we didn't’t use
them it would not fit in with the genre and the style of alternative rock which we have chosen.

8. WEBSITE
• After researching other bands’ websites, we realized that the most common convention
used is dark colors. As a result, we used very dark colors for our website as it seemed to
fit best with the convention of bands. We also created similar layouts of the menu and
logos. The menu and layout seemed to be very simple, which could be to make it easier
and simpler to use for the audiences. As a result we did the same, having the logo under
the menu, and the example of another band had it on the left.

9. WEBSITE 2
• Again with the website, we had to put a gallery in a pictures of the band is a very typical
convention for rock bands. We took photos of the band and put in on our website and we
looked at other websites for inspiration and to see if we neeed any particular pictures.
Pictures of the band members were most common, so we chose to take the majority of
the pictures of the band members.

10. DIGIPAK
• Common conventions on the digipak we found was that it is dominantly dark colors and
has a very mysterious and unusual vibe to it. As a result, we used black, brown and grey
colors with a little bit of white to counter it. We also had the bands’ shadows on the moon,
which is quite mysterious and unusual in itself. In the real example,the digipak of Nothing
But thieves, dark colors are also used and the main picture is very blurry and one cannot
really make out what the picture is. We have linked the digipak to the video and website,
as they are all dark colors and have a dark atmosphere which we found to be a vital
convention for alternative rock bands.