The document discusses conventions of rock music videos and how the creators incorporated these conventions into their own video. Some conventions they followed include having a narrative (in their case, a breakup story), performances by the band, editing to match the music, casual clothing worn by the artist, ordinary settings, use of emotions, dark lighting, and fading out at the end. They also discuss how they applied these conventions to other promotional materials like the digipak and magazine advert.

2. In the rock genre it is
conventional to have
a narrative running
through the video. For
example in Fall Out
Boy’s video Dance,
Dance (screenshot
below) there is a
narrative in between
the performance to do
with Homecoming.
In our video the narrative is of a break
up and part of the focus is of them
coping with the break up while the
other part is of the artist performing.
We used this convention effectively,
showing a break up storyline that was
easy to understand, as given to us in
our feedback.

3. There is a break up
storyline going through
our video which is
conventional with the
rock genre. In the video
Nickelback – Someday
there is a break up
storyline which ends
with a twist. Daughtry
and Nickelback are
both alternative rock
bands.
The couple in our video are arguing
at the beginning and it becomes
clear to the audience they have had
a fight as the male character walks
away. We ended our video by
having the couple get back together
to be different from the Nickelback
video.

4. In our video we have
elements of
performance from the
artist. We did this
because rock videos
conventionally have
some kind of
performance in them,
such as Paramore’s
crushcrushcrush to
show their talent and
sell the artist.
The screenshot of our video is
of our star Jason performing.
This part in the video is the
guitar solo which it is also
conventional to have. We used
the car lights to get better
lighting. The filter we added
over the top alters the light in
an interesting way.

5. Rock videos have editing
that matches parts of the
song. In My Chemical
Romance’s I’m Not Okay (I
Promise) the music cuts out
for a few moments to have
a scene for the narrative in
which two characters are
talking.
In our video when
the music slows
down we had the girl
character turn the
page to emphasise
the emotions of the
character. This also
fits Goodwin’s points
of having editing on
the beat.

6. Another Rock
convention is that the
artist wears casual
clothing in the video. In
Foo Fighter’s video the
Pretender we see a
clear example of this. In
the screenshot below he
wears a casual shirt and
necklace.
In our video the artist
wears casual clothing
just as the convention
states and we had him
wear this outfit in all our
products to keep the
image the same and
connect to the audience
and create recognition.

7. In our video we used an
ordinary house on a quiet
road and in reshoots
(above) we found a street
strikingly similar to it and
used it to help add more
dynamic action. There is a
lot of greenery and cars.
In Rock videos there is
usually a normal
everyday setting. In
Fall Out Boy’s video
Sugar We’re Going
Down there is an
average American town
for the setting which is
shown below. The
house is slightly old
fashioned but looks
very stereotypical of
films.

8. In the Rock genre a
convention is to have
instruments in the video,
usually a guitar or drums;
there is also microphones.
In Aerosmith’s I Don’t
Wanna Miss a Thing
below the shot cuts to a
band member with a
guitar.
In our video the artist
has the guitar which is
slightly unconventional
of Rock for the main
singer to have a guitar.
We used only one band
member to focus more
on the story and link the
artist to the male
character.

9. In Rock videos there
will usually be some
kind of emotion
involved, such as
sadness or anger. A
demonstration of this is
My Chemical
Romance’s Ghost of
You where his voice is
full of hurt and he uses
expression to match
this.
In our video we had the
artist use a lot of hurt
expressions as though he
is feeling the male
character’s pain as well
and following Goodwin’s
points of matching lyrics to
imagery. We also create a
star persona, as per
Goodwin’s points.

10. It is conventional of
Rock to have dark
lighting in the video. In
My Chemical
Romance’s Helena
there is dark lighting
and their clothes are all
dark mourning clothes.
In our video we use a
black and white filter to
show emotion. We do this
so the audience can
emphasise with the
characters pain. We
follow this convention but
other parts of the video
are quite bright.

11. In the Rock genre it is
conventional to have
a fade out on the slow
parts of the music. In
Nickelback’s Far
away there is a fade
out at the end after
the resolution.
In our video we add a
fade out at the end to add
a storybook ending to the
narrative. We replicated
this ending in our video
because it fit with our
idea and the closing of
the door emphasises the
finality.

12. On
Evanescence’s
digipak there is a
large picture
covering the
inside cover with
two singular
pictures and one
without the band
in it. This layout is
similar to ours but
we added more
detail under the
CD.
In our digipak we used one large panoramic
photo for the inside. We did this because we
thought it would create an interesting image.
The text we chose was chosen because we
wanted rock looking text. We edited the
image with lens flare, motion blur, film grain
and took out parts of the image that didn’t
work.

13. In Evanescence’s magazine advert there is
links to websites and where to buy it as in
ours. Unlike ours there is a track especially
singled out. We have reviews on our
digipak. We edited the image so it is darker
to the sides and added a lens flare to draw
attention to the guitar. Our artist wears dark
blue to stand out against his environment.
His hair is highlighted so his head stands
out. We have recommendations from Q and
Kerrang! as they are rock magazines. The
other logos are how to buy the digipak.