Sven E Carlsson's theory states that music videos can be categorized as either performance or conceptual videos. The document discusses how their video fits Carlsson's definition of a performance video by including shots of the artist and dancers performing. According to theorist Steve Archer, using camera movement paired with lighting enhances the mood and effectiveness of a music video. The document discusses how the creators improved their video by adding more camera movement and limiting static shots, as inspired by Archer's theory.

1. Another theorist whose conventions we followed is Sven E Carlsson;Carlsson believes that musicvideos
can be split into two different types of video, performance and conceptual.Our video fits to his
conventions ofperformance videos as we haveincluded both ourartist and our dancers performing.
Under the theoryof Carlsson this allows ourartist to be a “commercial exhibitionist”as audiences are
likelyto look at our artist as someone theycan aspire to be. We have also followed the conventions of
the theorist SteveArcher; Archer believes that camera movement is vital to creatinga successful music
video and when paired well with lighting,which enhances the mood of the video,the music video is
effective. Especiallyafter ourdraft feedbackand upon reflectingon ourvideo ourselves,Ceri and I can
understand howourfirst draft is very plain.We rarely used any camera movement,which created static
shots that were not interestingto watch. To improveour video Ceri and I added a lot more movement
within the shots via the use of a dollyfor the camera (1.18-1.29), and limited the amount ofstill and
staticshots we used,again usinginspiration fromSam Smiths “Too Good At Goodbyes”.We feel this has
allowed ourmusic video to lookfar more professionaland interesting.We followed Archer’s theoryof
the importance ofcamera movement and improved this massivelyfor ourfinal video.We continually
used the purple lightingto add the mysterious and dramaticfeel of the video,which is a convention of
Archer. Ceri and I have employed the use of a narrativetheoryinto the video,as we have a shot of the
dancers walking onto the stage (0.09-0.11); this introduces the dancers to the audience, as an author
would characters within book,to create familiarityto audiences and allowthem to understand and
connect with the presence of the dancers.Please see GIFs within the blogpost to demonstrate this.