1) The music video challenges conventions of typical dance music videos by portraying a cheap night out getting drunk with friends rather than flashy lights, money, and famous sober people. 2) The video uses both linear and performance-based elements to tell the story of a night out drinking with friends from start to finish, including an actor mouthing the words of the song. 3) Unusual editing techniques like mirroring are used to make the video unique and surreal, standing out in the dance music genre in a way that meets conventions of real media.

1. Evaluation; Music Video
Question 1 -
Our music video meets the convention of real media products however challenges
them as well. Firstly our genre of song we chose is dance. The stereotypical dance
music video contains flashing lights, money, expensive drinks, the rich and famous
etc. We’ve challenged this by portraying a cheap night out with friends and getting
very drunk, whereas the models/actors in the popular dance music videos act and
look moderately sober trying to convey a cool and mature look. We developed the
conventions of our music video by portraying the opposite of what happens in a real
dance music video. Our video is unsophisticated cheap and to an extent tacky. The
setting and location we filmed at was at numerous places for example my own
house, in a friend’s car and also in the club HMV Ritz based in Manchester. The
actors/characters went for the young adult look something which is presentable and
trendy at the moment in the fashion world. The characters involved in the video
were three young boys who all belonged in the same friendship circle.
Our video has examples of linear and performance based features. The reason we
have done this is to meet the convention of real media products. There are more and
more videos which are linear and performance based. The day starts with a bit of
drinking with friends and shows the antiques and story behind what they get up to
on a night out. We have included an actor which was myself, to mime the words
making it performance based as well as linear. We even challenged media
conventions for example when Christian is wearing a snorkelling mask after a night
out is strange and out of normal. This emphasises how drunk the actors got.
We have met the conventions of real media products in our music video by using
quirky editing. The reason for this is because dance as a genre is unique different and
most certainly stands out. By using a mirror technique whilst editing it makes the
viewer curious and also creates a very surreal look.
The genre is encoded from the mise en scene for example the flashing lights, alcohol
and dancing. The audience decode the genre by recognising all of these features
which relate to the dance genre. By using props like bottles of beer/wine it creates a
realistic effect meeting the conventions of real media products.