The music video integrates narrative and band performance, employing techniques like cross-cutting, parallel editing, and split-screens to convey themes of duality and chaos, often seen in alternative rock genres. Visual effects and slow-motion transitions enhance the dreamy atmosphere, while locations signify havoc, such as graffiti on abandoned buildings. Additionally, promotional materials like magazine adverts and digipaks reflect the album's themes, using metaphorical imagery and conventional branding strategies common in the indie rock scene.

1. What ways does your media
product use, develop or challenge
forms and conventions of real
media products?
Harrison Twinn

2. Music Video Narrative/Band Performance
Throughout the music video, we presented
both a narrative and a band performance
with the use of cross-cutting and parallel
editing to achieve this. This is usually done
in alternative rock/ indie rock music
videos, and some of them related to those
genres might sometimes blend the
performance with the narrative – e.g. Foo
Fighters – My hero (though this is quite
unconventional).
The conventions we used contributed to
creating the upbeat atmosphere
throughout the duration of the video, such
as colourful settings and fast-paced
performances.
We also wanted to show our capabilities
with our instruments during the band
performance as well as making the lighting
lively as well as bright and colourful.

3. Split-screens
At certain points, we wanted to show the
two ‘sides’ of the main character doing
different things so that we could convey our
interpretation of going out and staying
indoors. To do this, we used split-screens to
show both of the main character’s sides
when parallel editing and cross-cutting
were getting repetitive.
The concept of split-screens are very
conventional in other music videos, mostly
related to the pop genre. But the concept
we used them for seemed to put a twist on
the conventions. Usually, the artist of the
pop genre would use split-screens for
reasons that contribute to their image. But
our music video uses split-screens to show
the two narratives of one person. In short,
we think that we used this technique to an
unconventional level.

4. Visuals
There were a few points in the song where we wanted to have
some visual effects that would make the video seem more dream-
like, especially when the song reaches its toned-down parts.
This technique is conventional for creating dreamy transitions in
other music videos. It could be used for many things, including
flashbacks, memories etc. We used this so that we could make the
‘going-out’ side of the main character feel as if he was in ecstasy –
the band performance also has this to flesh out the music video
more.
Some music videos would use this to cross-dissolve from one
sequence to the next. But we used this for single sequences as well
as others.

5. Slow-motion Transitions
This is usually conventional for many rock/alternative rock/indie rock music videos, and because our song was
related to those genres, we included this convention.
This is mostly used during the band performance, but it was used in other parts to, again, make the video more
dreamy. In the band performance however, it was used mainly to give a dynamic sense to the video.
This was an influential convention that we wanted to use, and we think we achieved it with great effect.

6. Locations
We wanted to use locations that expressed havoc and a chaotic sense. The image above shows the main
character spraying graffiti along an abandoned building. We used this location because, although graffiti
is usually associated with pop music videos and hip-hop videos, this shot of the graffiti , to us, has a more
distorted and striking imagery to it. And because the main character is acting like a hooligan, the sense of
creating havoc was built into our partial interpretation of going out.

7. For our magazine advert, we
wanted it to reflect not only
Magazine Advert Conventionally, the
album name would
give a theme or maybe
on our chosen song, but also
on the other songs we would take an aspect from
give to the album. the tracks which are
included in it. We did
We made the ‘One Night this here – we called
Only’ band name into a way our album ‘Lost
which we wanted to reflect Feeling’ because it had
on the ridicule in our video. a double entendre to
To do this we made the it; losing feeling of
words ‘One’ and ‘Only’ enjoyment as a
normal as they are, but teenager, and losing
made the word ‘Night’ touch of reality under a
inverted so that it would stimulus – e.g. alcohol.
reflect on this whilst still
being readable.
Other artists would have Many artists use their
this kind of style for their own image to promote
band/stage name. a product on a
magazine advert. We
We put a review on our have done this with
magazine advert which each of the band
is another promotional members in our music
method. video.
This is the label used by
A website for the band ‘Vertigo Records’ who take
is usually given for on other alternative/indie
people to go to for more rock bands like One Night
background information Only.
or for discography.

8. The picture of the icicles could be said
to be self-explanatory and
Digipak
metaphorical for our album – coldness
can mean numbness – losing feeling.
Some artists of other genres use this
idea of using imagery as metaphors
for their digipaks.
To reflect the
theme of the
digipak further, we
wanted to create a
‘cold’ feeling for
the front cover
whilst showing
expression in the
band members.
Again, like our magazine
advert, we used the image of
the band members to
promote the digipak. We The track-list we created includes We used the same fonts for
used more visuals with the song titles that reflect on the theme the band name and digipak
digipak though – expressing we were going for, which is quite a name that we used in our
the theme of the songs on common convention among other magazine advert –
the tracklist – loss of artists of the alternative/indie rock conventionally, fonts could be
enjoyment, insanity etc. genre. good to brand a band name.