The document discusses how the music video uses and challenges conventions of the genre. It incorporates several typical elements of music videos like having a relationship between the music and visuals, using styling suited to the genre, and including quick cuts and transitions timed to the beat. However, it challenges conventions by not including lyrics and creating an implied narrative through the use of masks that leaves the audience guessing about the characters' intentions. Overall, the music video effectively captures the feel of the genre through visuals synchronized to the music while adding mysterious elements that engage viewers.

1. In what ways does your music video use, develop or challenge forms and conventions of real media products. ? I would say that our music video both uses and challenges existing music video forms and conventions or real media products. In his book “ Dancing in the Distraction Factory” music video, Andrew Goodwin noted the following music video codes and conventions: 1.There is a relationship between the lyrics and the video, 2. there is a relationship between music and visuals,3. particular styling of a music video, 4. demand for close ups, 5. star iconography, 6. intertextual references. our Music video includes strong elements of 2,3,4 and 6. These points from Andrew Goodwin are used strongly and effectively in our music video. due to the genre, mine does not have lyrics, but our video does has a very strong link between the beat and the transitions/visuals and because of the upbeat fast paste style of the video, it interlocks very well. our Feed back from our survey and YouTube comments suggest that the visuals were on time with the beat worked really well with the video. The styling of our music video suits the genre( drum and bass/ dubstep/rave music) and has its own style, and to compare with other real media products such as feel about you by J magic and Wickaman…… they do have similar features such as quick cuts and transitions which match the beat which shows the fast paste cuts really well. This is used effectively because I have kept to the conventions of that styling and genre of music.

2. Relationship between the music and the visuals Our music video in edited so that the visuals change according to the beat and timing of the track. This shows continuity which unites all of visuals and concepts of the music video. The rave scene Which was shot in the studio shows a strong relationship between club and rave features. For example the strobe effect with the lights, and colour red was strongly used to portray a sense and feel of dance and rave. We used different speeds to time the duration of the visuals to match the music. All the concepts combine and link together to connotate a upbeat dance/rave feel. This makes it effective in the genre because music video’s with similar styling and upbeat music need past paste filming and transactions so that with allows the tempo of the music to maintain its paste. To add to the club/ rave feel, we used a ghosting effect in the studio which we used to get a sense of an after affect as if one were tripping out. As some of the feedback I got, said that it was “ trippy” which was the effect I was after to get that phsycodelic look.

3. Implied Narrative When we first started filming and planning our music video, we did not think about using a narrative because we just wanted to get a club/rave shot, with a few outside scenes. However we then got the idea from The streets, blinded by the lights Kidulthood footage which showed us that mixing the two together could work well and create the impression that the masked characters are going somewhere. This keeps the audience guessing. For the running scenes in our music video, we wanted it to seem asif the characters were running to get some where and had a destination to be at. This was purposely done to make the audience wonder where they were going, or why they were running. This made it an implied narrative and gave it a Mysterious feel. The masks also make the audience wonder who are these people? Why are they in masks? We used masks because it De-humanises the people in the video, it eliminates all the emotion and facial expression. This also creates a mystical character, but at the same time the audience get the sense that the character is evil and bad, because of the way the white bold masks don’t give and feeling or emotions away, maybe suggesting that the character is fearless and empty.

4. There is also an element of a sinister feel. The is a strong contrast between the scary masks and the playground. A juxtaposition between the masks portraying a scary dark character linking with a children's playground which is an area of innocent play and Fun. This effect gives a mixed feeling again makes the audience question why are they in the playground! Intertextual references show that the masks play a symbolic character. They link to dark, criminal charterers which may be associated with psychopaths and crime. For example the movie scream has the same element in which a masked character in a mass murderer. Also with John Carpenter’s Halloween and the joker for batman. All these characters play the villain which has the same effect on our music video. The make the video seem and feel more dark and scary, but at the same time, it expresses a mysterious feel to it. our video also relates to certain music video’s and bands who use the same concept, of masked charters such as slipknot and Hollywood Undead.