The document discusses the band's decision to follow conventions of their music video genre. They had a clear vision and wanted their video and ancillary products to look a certain way. When discussing ideas later, they realized staying with genre conventions would best suit their song and style. The document also discusses how they followed ideas from scholars Carol Vernallis and Andrew Goodwin, using conventions like jump cuts, editing to the tempo, and breaking the fourth wall.

1. +
We thought about When discussing
this when listening this later we realised
We decided not to challenge to our song and all that to best suit the
any of the conventions of our came up with song and style we
genre because from the different ideas of wanted it would be
beginning we had a clear idea how we imagined to our benefit to stay
the video/ancillary with the conventions
of what kind of music video we
products to look. of the genre.
wanted and how we wanted our
ancillary products to look. We
wanted them to look a certain
way.
Challenging Conventions
Why we didn’t go against any conventions of
the genre of our music video

2. +
Jump Shots: Obvious Editing:
Carol Vernallis’ main ideas
include breaking the rules of
‘continuity’ editing and using
obvious edits and jump cuts to
attract attention to the video.
Dissolves
In our music video we followed
her ideas and stuck to the
conventions of music videos.
We used a mixture of jump cuts
and editing according to the
tempo and feel of the music.
Dissolves
Carol Vernallis
Following Carol Vernallis’ conventions and
ideas.

3. +
‘Fourth Wall’ Disjuncture
Andrew Goodwin’s ideas focus on
the type of music video and the
‘fourth wall’.
One of Goodwin’s conventions is
looking directly into the camera
to break the ‘fourth wall’ which
we did almost throughout the
video. Amplification
Our music video is disjuncture as
the songs lyrics don’t directly link
to the video. However there is a
sense of illustration with the
scene of the records hanging on a
tree.
Andrew Goodwin
Following the Andrew Goodwin’s ideas on
music video conventions