1. In what ways does your media product use, develop or
challenge forms and conventions of real media products?

2. I believe that the easiest way to asses how my music video
develops or challenges typical
conventions of other media products is to
compare other products side by side to my own.

3. INTRO’S
We decided that our video did
not need an intro to it. Instead
we decided that it was best to
just go straight into the
narrative of the video. I believe
that this isn’t really breaking a
typical music video convention
as many have intro’s and many
do not.

4. Like many other video’s we decided to use a cityscape
location. Because we live in Manchester we decided
to use its beautiful urban scenery which I believe
follows a typical convention of other house music videos,
as well as other music genre types.
Location and Setting
Our ProductOther Video’s

5. Location and Setting
We also used different locations such as on roads, inside of a
house as well as a club. We believed this brought a sense of
realism to the video, as well as following other conventions
of other house music video’s

6. Cinematography
I believe we used a very wide range of camera shots.
This is typical of many music videos and a convention
which we decided to follow to create a professional
looking video.
CLOSE UP
CLOSE UP POV SHOT
MID SHOTLONG SHOT
PROFILE SHOT

7. As the video is not a performance video we decided
to use a lot of shots of one character to
represent them as the main protagonist, and that the
narrative was surrounding a day in the life of them.

8. Editing
In terms of editing we used a lot of different techniques
to produce a video which we thought would turn out
successful. We decided to follow the typical house music
video conventions which are;
!
> Quick Edits
> Beat matching cuts
> Fade into’s..
> Continuity
> Fast Forward
!

9. Quick Edits
In our video we decided to shoot a large amount of clips and
shots at least twice. This is so we could then edit them
together a number of times at different speed and therefore
create a fast paced, but to the beat visual. I believe that this is
a typical convention of house music video’s, as it helps to
create a real feel for the song.
!

10. Beat Matching Cuts
Like many other house music video’s we decided to follow the
convention of matching the way the scenes cut to the next
with the beat of the music. This creates a fast progression to
the music and makes it look more professional in my own
opinion.
!

11. Fade Into’s..
By Fade Into’s, we mean how we decided to edit some clips so
they relapsed into each other creating a transparent overlay of
one going into the other. This is sometimes seen in other
videos, but not always.
!

12. Continuity
The continuity within clips helps to make our video flow
extremely well. Some video’s sometimes follow non-linear
narratives which don’t tend to make sense, where as ours we
decided to follow a linear narrative which is hopefully
displayed by the different clips edited next into and into each
other.

13. Fast Forward
We decided to also include a fast forward edit into our video.
This I believe showcased my editing skills as well as sort of
breaking other house music video conventions as most tend to
include a slow motion scene instead of a sped up scene.

14. Genre
The house music genre holds many ideologies and
conventions, to name a few;
!
> Clubbing/Partying
> Drinking
> Being with Friends
> Enjoying life
!
We decided to punctuate these 4 ideologies which we believe
house music is all about and try and display them within our
video.

15. Props, Costumes, Characters
To display these ideologies which we believe house music is all
about we thought about what props,costumes and characters
would help us to display them;
Buying alcohol and hinting that the whole reason they
going out is to get drunk
Football represents them having a ‘kick about’ and
enjoying time together as mates
3 ‘lads’ together dressed up for a night out represents
the ideology of enjoying life together with friends
inside of the narrative.

16. Real Media Products compared to our own
Similar Scenes

17. Colours. Visual Manipulation
After filming the scenes we then used imported them into Adobe
Premiere Pro. Within this software we then were able to manipulate
the colours of the scenes, this allowed us to create a different feel
and emotion to scenes.
!
Because wanted to create a monday and saturday split in the
narrative we decided use a cold blue tone overlay on the shots
representing monday and a warmer richer tone for saturday.

18. When considering the narrative of our video, we had to decipher
whether to create a narrative following just one person or a group of
people. Because most music video’s tend to follow just one person
we decided this was the best method to follow, which would
therefore make it look more professional and real.
Characters/Narrative
Other Media Products
Our own Product

19. While creating our video we put a lot of time and effort into
deciphering what to include inside of it, what props, costumes and
characters would portray the ideologies that we think house music
holds. How editing different shots together would make the video
look more flowing and professional, etc. Overall I think that our
video follows and develops the typical conventions of other media
products similar to our own instead of challenging them. I believe
this allowed us to create a video which in itself actually looks
professional and real, and maybe if we had gone down the opposite
route we would not have been able to create a product of any
similar standard.
Avicii - Silhouettes