The document discusses the conventions used in the author's metal music video and related products. It describes techniques like panning shots, POV angles, and zooming to add energy and draw attention. Editing in black and white with flashes of red aimed to match the genre. Props like masks, knives, and candles created tension. Fonts and layouts on the poster and CD case were jagged to reflect the genre's style. Imagery was abstract to leave room for interpretation.

1. Analysing my music products
By Matthew Foster

2. Camera Work
In terms of camera work I have applied many different techniques into my music
video. One method was panning, the use of fast panning across the band gave a
sense of energy and matched well with the past paced music.
Another area of camera work used frequently throughout the music video was the
angle. I used a worms eye view angle to make the characters look more
threatening matching with the storyline.
Also there was some POV shots which helped with the tension and panic within the
video. The viewer is given a angle which makes them feel apart of the escape.
I also included some over the shoulder shots. These included the victim running
towards the camera over the shoulder of the villains.
Also to draw the viewer into significant objects of characters I zoomed into the
subject to draw more attention to it.
There was a jumpy use of a follow shot which was aimed to make the viewer feel like
they were also chasing or running when viewing the video.

3. Editing
When it came to editing the music video I firstly considered the overall look. I chose to put the
video in black and white because of the other music videos I had previously analysed. Also
this matched the connotations which come with a rock/metal genre. This gave it a washed
out and dark apparel which matches the metal genre.
There is not much editing between scenes as the scenes cut straight into another because of the
tempo of music, but there is a fade edit were the music video starts. This edit suited this area
of the music video as the music had not yet become rapid in tempo.
Bursts of red when the candle comes in shot was also added. This cut through the black and
white to become the only colour imagery in the video. This was added because of the
connotations that are associated with the colour red, these being anger aggression est.. Also
in products associated with the rock and metal genre have a common trait of using the pallet
of red, white and black. I have attempted to play on this colour scheme as it is easily
recognized by the target audience.
Flashes of light have also been added throughout to give it a more horror look almost like a
flickering television set. This adds to the hole dark look of a metal music video.
Towards the start of the music video I added a number of jump cuts. This gave the video a more
serial look, but is also repeated later in the music video when the character that portrays the
villain walks towards the camera.

4. Sound
There is little sound involved within the video that is not from the cover music.
Although there is some diegetic sounds the come from the objects within the
story. One of these diegetic sounds is from the car at the very beginning this sets
up the scene as it builds up to the sudden outbreak of music.
Also this is one again used for the end when the music ends there is slight sounds
from the band members dropping their instruments. This was incorporated as a
sudden end and I felt that it contrasted well with the previous build intension as it
comes calm once again.

5. Mise-en -Scene
Low-key lighting is the technical opposite of the high-key arrangement, because in
low-key the fill light is at a very low level, causing the frame to be cast with large
shadows. This was used to highlight a character within a dark room.
Setting creates both a sense of place and a mood and it may also reflect a character’s
emotional state of mind. This was greatly important to get this right for a music
video of this genre. A dark warehouse or room fits the storyline in which the
character is being held captive.
The costumes used consist of suits and casual clothing. The use of suits in a music
video of this genre is nothing new. From my research I found that this was a
common trait in metal and rock music products. This gives a sense of rebellion and
also distinguishes the lead character (good) from the others (bad). Also there was
a use of masks, this was incorporated in my music video because it eliminates the
identity, but at the same time being intimidating and abstract. Also the masks are a
part of the story line therefore becomes apparent towards the end of the music
video.

6. Mise-en -Scene
A large part of the mise-en-scene is the props used within the music video. These props gave off a
certain type of connotations which helped gain the audiences response which I aimed to
achieve.
Throughout the music video there is a dark car that is used by both the lead character and the
villains. The use of the car is black which makes the scenes look more sinister and menacing.
The lead character becomes paranoid when he starts to see other black cars as a threat.
Also to give a sense of danger within my music video I gave one of the characters a knife to press
against the victims face. This makes the viewer feel on edge and also matches the thriller
aspect of this music genre.
Another main prop that appears throughout the music video is a candle. A candle was used
because of the flickering effect it gave. The candle casts unnatural shadows which is an
extension of the mysterious surroundings.
I also included the prop of a table, this is because it is a stereotype of a interrogation. This was
taken from the idea of a police integration were the suspect is featured behind the desk with
a light in the centre of the table. Instead of a electronic light I replaced it with a candle. This
makes the scene more abstract and relative to the genre. Also there is goblets situated
around the table these were added so that it almost looks as if the subject is at a banquet. I
wanted to put my own spin on a scene that is well established and used in media.

7. Print
Lay out: The Poster’s layout is very in your face, as it features a mask
from the music video in the centre of the page. This is not only to
display who the band in question is, but also reflects what is on
offer in the music video. The Main text is situated at the top of
the page, the most important areas of the text should be bold
and easily seen. As for the rest of the text, the viewer will need to
examine the poster in greater detail to read its content.
Font : When it came to the font used of the bands products I wanted
to follow the conventions of a metal genre. Therefore I chose a
font that was jagged and rough around the edges. This font
almost bleeds down the page, linking well with the dark nature of
this genre. Also the font is mainly white which cuts through the
black background. The colour scheme within media products of
this genre normally consist of red, white and black. Therefore I
wanted to run with the conventions and create something similar
by adding small highlights of red were the headlines are situated.
Imagery : The imagery is very limited on the poster. This is because I
wanted to clearly show what the music video is about, but at the
same time not to release to much detail. The main image is of a
mask used in the video, this is heavily saturated and ghost like
matching the horror connotations associated with the metal and
rock genre. Also i felt that the mask was to smooth and clean so i
added a rougher texture in the background by adding wilted
roses. Roses have been used in rock products for decades, also
the fact these roses are wilted plays on the darker style that is
metal.
Colour : The colour is mainly Black and grey . This colour pallet was
chosen because of the dark style of the metal genre. Vibrant
colours would only go against the connotations and render the
poster un noticeable to the target audience. Also this black, white
and grey look are the same colours used in the music video .
Therefore there is a strong use of synergy between the two.
Language: There is not much to say about the language only that it is
short and straight to the point as if it is shouting the information
at you making you want to read more.

8. Digi-pak
Lay out: The layout was positioned the way it is mainly because of the images situated on the panels of the digi-pak. The
inside image is the offset image of a trapped man. Putting this image in the centre makes it look as if the character is stuck
inside the digi-pak, also linking in with the narrative of the music video. Other similar images are positioned on the panels
so that it gives a flowing theme in which the ghostly character is trapped. The most pronounced text and imagery are
located on the back and the front as these are the main areas which will be viewed by a potential buyer. Also in many digi-
paks of this genre the artwork can be extremely simple, but still effective because of the large jagged font strategically
placed on the cover.
Font: The font is once again bold and easy to detect. It is also torn and bleeding into other letters. I feel that I have matched
up to the conventions of a metal genres media products as the font almost reflects the attitude and style of the characters
featured in the music video.
Imagery: One the front cover there is an image of one of the characters within the music video. The subject on the cover
has no clear meaning this allows the viewer to create their own meanings. There is a use of the mask on the front cover, this
synergy between products adds to the hype of the main product. This use of abstract imagery adds to the whole serial and
bizarre look. Also on the panels I have added silhouettes of a trapped person. This was added because of the storyline the
video contains. Also the figures are twisted and distorted almost ghost like, this once again interlinks with the idea of the
horror themes of the metal genre. Furthermore there is two images were the CD would be positioned. These images
contain a silhouette landscape of a rural environment. I added this because of the location the music video is set, but at the
same time its a way of portraying the sinister eeriness in which the genre can contain.
Colour: The colour scheme used on the digi-pak is the same as the colours used of the
poster and the music video. I chose these colours because they best represented my chosen genre the most. Therefore I felt
that I shouldn't change it throughout my different products. Also the black and white colours compliment silhouettes that
feature on numerous sides of the digi-pak..
Language: When it comes to the language used of the digi-pak, it is once again simple and easy to read.

9. Conventions of a metal genre music
video
The metal genre has quite a specific audience, and many people
challenge this genre of music to be ‘noise’. Being a non-
stereotypical genre of music, and also the dark connotations
associated behind some metal artists’ music, the videos can be
controversial
Because Slipknot are a band, this music video doesn’t focus on a
specific story; instead, the band is filmed with interesting props,
shots and settings which make the video visually exciting. For
example, this video uses fire and the bands’ signature ‘masks’ in
order to reflect their individual identity. In cohesion with the genre,
the colours/tones and fast paced editing reflects the Metal genre,
and I suppose these conventions are traditional in our expectations
of a metal music video.