This document discusses how a music promotional package challenges conventions of existing music videos. It uses lip syncing and precise editing to sync the visuals with lyrics. It tells a narrative through flashbacks, showing a boy reminiscing about last Christmas with his ex-girlfriend. Special effects are added to match lyrics, like stars for "stars up above" and falling snow to set a Christmas mood. The artist remains the central focus as in typical music videos.

1. EVALUATION
QUESTION 1Q 1 . I N W H A T W A Y S D O E S Y O U R M U S I C P R O M O T I O N A L P A C K A G E
U S E , D E V E L O P O R C H A L L E N G E T H E F O R M S A N D C O N V E N T I O N S
O F E X I S T I N G M U S I C V I D E O / P R O M O P A C K A G E S ?

2. • What are the conventions of a music video?
Music videos vary so much that it is almost impossible to write a exact list explaining the
exact conventions, however we can identify that the majority of the time they include the
artists themselves either performing or dancing to the song, either singing live or miming.
As well as this a common feature is a narrative based on the lyrics of the song or the
however there is such thing as a disjuncture video which has no relation to the artist or
lyrics.
Quite often, popular music videos include a concept based on the lyrics, including the
of the song and artist either at the start or the end.

3. • How does our music video develop or challenge the forms and conventions of
other music videos?
• Firstly, the use of lip syncing, ensuring the edit is in exact time frame as the lyrics
in the background. Our music video consists of a constant tracking shot including
a range of mid, long and close up shots of the artist singing in time with the song.
The reason why we decided to include this was to create an emotional
relationship between artist and audience. The use of close ups showing the artist
lip syncing to the exact lyrics makes the audience feel as if the song is aimed
directly at them. As well as this, by achieving a perfect timing of lip syncing and
music being played makes the video look more professional to challenge the
conventions of a processional music video.

4. • Secondly, within our group we feel we challenged the conventions of a music
video by exploring a concept and including a narrative to the performance by
using flashbacks. The genre of the song we chose is a Christmas song with the
lyrics implying someone is alone saying ‘please come home for Christmas’ we
decided to narrate this by showing a old teenager 18 years old, reminiscing on his
last Christmas with his ex girlfriend. This meant that we were basing the images
on the lyrics, allowing the audience to follow the story and mood of the song.
This is challenging the conventions of a professional music video as not only are
they professional shots used, but we executed the story line perfectly so it is
easily understandable.
This picture shows a boy looking into a Christmas tree,
reminding himself of when he decorated the
Christmas tree with his ex girlfriend

5. • Another way in which we challenged the conventions of existing music videos was by
including after effects of stars and lines to match the lyrics being sung by the artist, as
well as this we added after effects of snow to make the video seem more in the
Christmas spirit as Christmas is a time of joy. During post production we initially
thought the tracking shot with Christmas reefs on doors would express the idea of
Christmas however after editing the footage we decided otherwise. To encounter this
we used adobe after effects to add the image f Christmas. Of snow falling. This meant
the music video now matched the genre of the song. As well as this when the artist
sung the line ‘the stars up above’ we decided to display stars shining in the sky as
these play a key role in the nativity story of Christmas.
snow

6. • Furthermore, we decided to follow the conventions of a typical music video by
displaying the artist as the main character. This was for a prime reason of keeping the
singer center of attention when singing live, facing directly towards the camera,
engaging with the audience.
As well as this we shot the footage in 4k which ensured it was
to the best possible standard making it look as professional as
possible.
Eye contact