The document discusses the creation of a music video that aimed to challenge conventions of typical music videos. Some key ways it did this included focusing on a narrative rather than stylized visuals, using locations like a train station rather than typical studios, having the artist not sing for the full song, and using diegetic sound. Feedback from test audiences was incorporated, such as adding a scene of the artist rapping after feedback suggested not including any performance was too challenging. Technology played an important role in creation, promotion, and distribution.