- The music video falls into the acoustic genre and uses conventions like black and white effects, slow motion, and fading to create familiarity for the audience and signal that it is an acoustic music video. - However, it also brings something new by creating an ambiguous storyline that leaves the audience to interpret what happened to the couple, catching their attention and interest. - Audience feedback showed that 9 out of 10 people found the black and white and slow motion clips effectively conveyed memories, proving this approach worked well.

1. GENRE

2. - The music we chose (Wednesday Night by Alex Johnson) falls into the acoustic genre and we used conventions such as black and white effect, slow motion and fading to create recognition and familiarity for the audience. - It is vital to use these elements so that the audience can recognise what type of music video it is straight away and also so that it follows the typical conventions of an acoustic music video. - However it is also important to bring something new and different to the music industry and break the traditional boundaries of the genre a little. We did this by creating a storyline that didn't completely make sense. We left it to the audience to decide what had happened to the couple and how the male singer had lost his girlfriend. Also stories are usually resolved at the end, however ours didn't which allows the audience to make up their own minds what happened, or leave it as a mystery. By doing something a little different in our video it catches the audience's attention and keeps them interested.

3. Our choice to do this was proved successful from the audience feedback that we got. In the questionnaire that we handed out to our target audience we asked whether or not it was easy to understand if the black and white, slow motion clips were memories or not and also if they thought this was effective. We got 9 out of 10 people who answered yes to this so this proves that it worked well.

4. How our product fulfils the music video requirements -Most music videos, unless they are experimental videos, usually give the audience a narrative. This is what we have followed with our video to create a story for the audience and reflect the lyrics of the music. - Almost all music videos include the band or artist in them so that the audience can recognize the artist and music straight away. The music videos that sometimes don't conform to this usual convention are usually individualistic and again experimental videos.