This document discusses how an original music video used and challenged existing conventions. It analyzed dance music videos to create a list of common features. These included similar shots, enhanced color effects, costumes that were vibrant and colorful to match the dance genre, natural lighting to clearly show the scene, and outdoor locations. The student's music video emulated these conventions where possible, such as using a low camera angle and outdoor setting, but also challenged them by adding a fluorescent powder paint fight and underwater scene with food coloring to add fun and rapid movements.

1. Using, challenging and developing existing conventions
By Hasan Ali

2. Using existing conventions
Looking at the screenshots below you can see we
have used the same camera angle as the original
music video a low angle shot of the feet/legs.
Camera angles are but one of the existing
conventions we used.

3. Similar shots
Wide shot
Enhanced edit/
Food colouring
effect
Close up
My music video The original music video

4. We analysed dance music videos and
composed a list of their features

5. Matching
 We approached our music video planning to link it
back to all the words we found in others.
 We did this through the planning stages of our music
video, choosing fluorescent powder paint to add
vibrancy and basing the video on a powder paint fight
to add fun and to allow fast cuts and rapid movements.

6. Lighting
 Lighting is one factor that cannot be used from other
media conventions, due to the fact that it has to be
based directly onto the music video, the lighting needs
to be accurate to focus on what is needed to be shown
and the aims of the music video, this is why we used
the natural lighting of the sun, making everything
within the video visible.

7. Costumes
 Usually costumes in music videos are very representative of the
genre
For example
Rock videos usually consist of dark clothing with the occasional red
Where as dance videos are always very vibrant and colourful and a
lot of the time the colours are edited to produce an enhanced
effect.
 Due to the fact that our music video involved a powder paint
fight the costume choice was extremely straight forward, we
chose white t shirts to allow to colour of the paint to settle, white
is the best colour background to display colours.

8. Location
 From the screenshots below you can see that both
mine and the original music video for Language where
located outside.
Original music video My music video

9. Additional location
 Further on into the original Language video the
location is changed to a scene underwater, being
inspired by this change my group and I decided to
implement water into our music video, leading to the
food colouring idea.
Original music video My music video