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Chloe McDaid
What are forms?
Forms are the elements I used to construct my video such as:

Camera work:

Editing:

Mise-en-scene:

Shots, Angles,
Movement and
Composition

Transitions, Effects,
Pacing and Onscreen titles

Lighting, Locations,
Set, Costume, Hair
and Make-up

Chloe McDaid
Camerawork
I used a variety of shots in my video to make it stimulating for audiences.

Close up

Extreme close up

Chloe McDaid
Camerawork

Mid shot

Medium close up

Chloe McDaid
Camerawork

Long shot

Eye line match shot

Chloe McDaid
Camerawork

Point of view shot

Two shot

Chloe McDaid
Camerawork
I also used various angles when shooting my video such as:

•High angle
•Low angle
•Canted angle
•Eye level

High angle recorded standing on a table at
a gig.

Chloe McDaid
Editing
To construct and edit my video I used a software called ‘Final Cut’.
•

I used lots of colour and flashy effects to give off the idea that it’s a club and
there are lots of flashing strobe lights

•

I used lots crazy effects and transitions to make it obvious to my audience
when the performer is hallucinating

•

I used slow motion and fast motion effects to show the effect the drugs have
on the performers mind

•

I used slow cuts before the beat drops, once the beat dropped the cuts became
much more rapid and match the music

•

The transitions are very quick to represent the madness of the night

•

The pacing of cuts builds up as the beat drops,

Chloe McDaid
Editing

Distortion effect in the hallucination scene.

Chloe McDaid
Editing

Cartoonize effect used in all of the hallucination scenes.

Chloe McDaid
Editing

Example of a cross dissolve transition.

Chloe McDaid
Mise-en-scene within my video
Lighting
For the gig scenes, the lighting was the strobe lights, this created the effect that my performer was in a club. For
most of the scenes a plain background was used such as a white wall however for the hallucinations scenes I
filmed in font of a well lit white screen, this is effective as it makes the footage look less realistic.

Locations
• Gloucester town
• White screen
• Friends House
• 2 pigs

Set
To create different sets I used props including:
• Animal masks
• Party clothing
• Lighting
• Alcohol
• Tablets

Chloe McDaid
Mise-en-scene within my video
Costume
As my performer was supposed to be portrayed as a girl lost in the world and caught up in the wrong scene she had ripped tights and cheap
clothes.

Hair
Messy hair to show the effect of staying out all night with random strangers.

Make-up
Messy eye makeup again because she had stayed out all night and crazy lipstick to match the madness of the video (half purple and half
red).

Chloe McDaid
What are conventions?
Andrew Goodwin’s 7 music video conventions:
•

Genres

•

Star iconography

•

Lyrics and visuals

•

Music and visuals

•

Intertextual references

•

Voyeurism

•

Close ups

Chloe McDaid
Genre
Particular genres may have their own style & iconography.
Iconography – means physical symbols that represent a group, movement, belief or
faith.
Dance

Pop

Rap
Star Iconography
Stars image, something you associate with the artist, their image becomes
recognisable. 1 or 2 things they do that that become associated with them.

Tinie Tempah

and his shades
Lyrics and Visuals
Visuals either illustrate or contradict lyrics or may be a narrative story telling.
Music and Visuals
Slow motion/fast motion, pace of the cuts in the video match the audio. The
performance, the singer singing or the musicians playing their instruments in sync
with the audio.

For example David Guetta in his videos.
Intertextual References
Inter-textuality occurs when one media text makes reference to another.  This maybe in terms of style, characters,
techniques, and methods. Music videos have referenced TV programmes, films, video games, other music videos
and artists, fashion and celebrity figures that appear in the press and news.

Robbie Williams – You know me (reference to
Alice in Wonderland )

Taylor Swift – Love Story (reference to Romeo
and Juliet)

Chloe McDaid
Voyeurism
Voyeurism refers to watching or spying upon people engaged in intimate behaviours.
 Often in music videos we see female artists and dancers portrayed from a male
perspective – in a state of undress or in a provocative way. A voyeur is someone who
spies on women, voyeurism is looking at women from a male viewpoint, watching
without being seen. We are all voyeurs when watching music videos.

Chloe McDaid
Close Ups
Creates an intimacy between artists and fans, the ability to get close up to their face
that they don’t have in real life. Also stars are usually attractive or quirky looking and
their image helps to sell them so the close ups are vital in conveying that image.
Influences on my work
Martin Garrix – Animals

Conventions
I would say this video is very niche although it sticks to most it does break typical conventions of a dance video. The conventions of dance videos are dance
routines, male and female gaze, strong bright lighting, very colourful scenes, variations in camera shots and angles especially a lot of close ups of the artist
singing and some narrative but a lot of performance. This particular video is very crazy and has no real story line. the purpose of it is to show the mental
nights out some people have and the things they get up to. So, although it breaks conventions it’s still obvious it’s a dance video

Chloe McDaid
Martin Garrix - Animals
Camerawork
Various angles used to show the craziness of the night. Mostly medium shots are used so you can fit all of the madness into one shot. A few large
close ups are used to highlight some of the craziness going on for example close ups of the animal masks worn by the performers and close ups
of the performers in the club licking each other, this highlights what happens when people take drugs and drink excessively in a clubbing
environment. Zoom’s in are used a lot to show the masks up close to the audience, it kind of freaks them out a bit. I think a steadicam was used
because the camera is moving around to create the madness within the scene however the scenes are still clear and not erratic. The movement is
rapid to present to the audience how the people in the video would be seeing things, due to drink and drugs their vision would be affected so
everything would be happening quickly. But also, in clubs everyone is dancing and the music is quick so generally the movement is quick.

Chloe McDaid
Martin Garrix - Animals
Mise-en-scene
The lighting is very bright, various colours are used and a strobe light it used to create a clubbing effect. There are two locations within the video, a
underground scene where the performers are causing madness, this is typical of the dance genre as you tend to link with hardcore party animals
with causing havoc. The other location used is a club, this is also very typical of the dance genre as dance music is mostly listened to by clubbers.
The costumes within the video are girls dressed provocatively and glamorous with heavy makeup as one would dress when going clubbing, the
hair is messy due to sweat from dancing in the club. The main reason why this dance video is different is it uses animal masks to create madness,
the performers wearing the masks are obviously drunk as you associate clubbing and dance music with drink and drugs.

Chloe McDaid
Martin Garrix - Animals
Editing
Slow cuts used before the beat drops, once the beat drops the cuts become much more rapid and match the music. The
transitions are also very quick to represent the madness of the night. The pacing starts of slow, a lot of slow motions
shots when building up to the beat dropping, once the beat drops the pacing becomes a lot quicker.
Star iconography
This video breaks this convention as seen with much dance videos, a lot of dance videos are more about the beat itself
than the artist. If you think artists with high star iconography such as Rihanna they have many music videos and all of
their songs are slightly different for example some may be up beat and some may be very slow. With dance videos, they
are always up beat and the aim of the video is to show this by often having a club scene and crazy, random things
happening. Dance artists are not very well known, they care more about the music and the effect it has on their
audiences rather than their star iconography. At the end of the song the writer Martin Garrix removes his mask and
reveals his face, I like this idea and am tempted to use it in my music video. It doesn’t create star iconography in this
video but if he makes other videos it may be something that becomes regular

Chloe McDaid
Martin Garrix - Animals
Lyrics and visuals
There are very few lyrics within this song which is typical of dance songs. The main lyrics is ‘animals’ which is used repeatedly
throughout the song, the link with this lyrics is the animal masks. This is a clever link as it is used to create madness within the
video.
Music and visuals
There is a constant link between the music and visuals for example there is a DJ in the club scene who is shown to be dropping
the beat, the camerawork matches the tempo of the music for example when the tempo increases so do the cuts.
Intertextual references
There are no intertextual references, they are not needed as the song is more about the beat than the lyrics, there is no real
meaning to the song so there is no need for references to other media.
Voyeurism
Too an extent there is voyeurism, there are half naked women licking each other for the men to gaze at and there are scenes of
a mans body covered in tattoos that a female may gaze at.
The close up
Lots of close ups are used, but not like you would typically see in a dance music video, the close ups are not of the artist, they
are of the crazy random scenes to highlight the madness caused by the song and the beat.

Chloe McDaid
Breaking of conventions example
Ed Sheeran – A Team

Chloe McDaid
Breaking of conventions example
Ed Sheeran – A team
Is it typical of music video conventions?
No, it is just a storyline, although there is a main artist, she isn’t portrayed as being the
singer. She is female so typically you would expect her to be portrayed by voyeurism as a
sex symbol but she is in fact represented as the opposite.
It is typical of its genre?
Too an extent yes as it’s based on something random and not typical of songs to be about
however no as the scenes make sense together and tell and story whereas a lot of indie
videos are random clips that together make no sense

Chloe McDaid
Breaking of conventions in my video
Genre
My video appeals to a niche market. Despite being dance music my video breaks a lot of typical dance
conventions. This is due to the unique story line that gives my product a unique selling point. Using
drugs as a theme meant taking my music video seriously and making it realistic this involved a lot of
research into the effects of drugs.
The conventions of dance videos are dance routines/moves, male and female gaze, strong bright
lighting, very colourful scenes, variations in camera shots and angles especially a lot of close ups of the
artist singing and some narrative but a lot of performance
My video has an edge over typical dance videos as it is mostly narrative, there is a small amount of
performance such as my performer lip singing but the performer is an actor and not the artist of the
song. There is also no voyeurism or dance routines.

Chloe McDaid
Breaking of conventions in my video
Voyeurism
This was not appropriate in my video due to the storyline. However my performer
was still dressed provocatively (such as wearing short dresses and ripped tights).
This was important as it portrays to the audience the kind of girl she is in that she
dresses in a certain way to attract the wrong attention. This is a different angle on
voyeurism – its showing how some females may act to get what they want (in my
video, money for drugs).
Intertextual references
There are no intertextual references in my video as it is based on a unique topic that
no other music videos have touched upon. Even the media in general rarely
publicise mental health.

Chloe McDaid
Conventions I used
There is a link between the lyrics and visuals as the song is about drugs and
audiences will clearly see the performer take drugs

There is a link between the music and visuals as the camerawork matches the
tempo of the music for example when the tempo increases so does the cuts.

Chloe McDaid
Conventions I used
Star Iconography
This is not evident in my video as dance music artists as the artist is a DJ and tends to stay out of their
videos.
There are artists that break this convention of dance videos such as Calvin Harris who often appears in
his videos. However, he is more a part of the story line than performing the song as dance music
usually contains few lyrics.

However there is a storyline that becomes evident throughout my video which creates a sense of
identity of my performer.

Chloe McDaid
Conventions I used
I used lots of close ups of my performer to to highlight her distress and to get audiences to
sympathise with her
I also used close ups not like you would typically see in a dance music video such as close ups
of the crazy random scenes to highlight the madness caused by the song and the beat.

Chloe McDaid
In conclusion
Forms
I believe I have used various camera movements, shots and compositions. I have
created a sense of identity for my character with clever use of mise-en-scene and
can say I confidently edited my video to match other dance videos. I struggled with
editing at first as the tempo of the song was upbeat however over the process of
making the video I developed the skills needed. This will be further explain in how I
used new media technologies.
Conventions
Overall, I have stuck to the most significant conventions as I did not want to lose the
sense of the dance genre. However due to the storyline I was trying to portray I have
challenged some conventions. This makes my video special and appeal to a niche
market.

Chloe McDaid

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Question 1 complete

  • 1. e, ns us t i o ct en du nv ro c o p a nd di a e s m y rm m o s ef ? oe ng cts d s alle du a y c h ro t w or ia p ha p ed w lo m In eve al d f re o Chloe McDaid
  • 2. What are forms? Forms are the elements I used to construct my video such as: Camera work: Editing: Mise-en-scene: Shots, Angles, Movement and Composition Transitions, Effects, Pacing and Onscreen titles Lighting, Locations, Set, Costume, Hair and Make-up Chloe McDaid
  • 3. Camerawork I used a variety of shots in my video to make it stimulating for audiences. Close up Extreme close up Chloe McDaid
  • 5. Camerawork Long shot Eye line match shot Chloe McDaid
  • 6. Camerawork Point of view shot Two shot Chloe McDaid
  • 7. Camerawork I also used various angles when shooting my video such as: •High angle •Low angle •Canted angle •Eye level High angle recorded standing on a table at a gig. Chloe McDaid
  • 8. Editing To construct and edit my video I used a software called ‘Final Cut’. • I used lots of colour and flashy effects to give off the idea that it’s a club and there are lots of flashing strobe lights • I used lots crazy effects and transitions to make it obvious to my audience when the performer is hallucinating • I used slow motion and fast motion effects to show the effect the drugs have on the performers mind • I used slow cuts before the beat drops, once the beat dropped the cuts became much more rapid and match the music • The transitions are very quick to represent the madness of the night • The pacing of cuts builds up as the beat drops, Chloe McDaid
  • 9. Editing Distortion effect in the hallucination scene. Chloe McDaid
  • 10. Editing Cartoonize effect used in all of the hallucination scenes. Chloe McDaid
  • 11. Editing Example of a cross dissolve transition. Chloe McDaid
  • 12. Mise-en-scene within my video Lighting For the gig scenes, the lighting was the strobe lights, this created the effect that my performer was in a club. For most of the scenes a plain background was used such as a white wall however for the hallucinations scenes I filmed in font of a well lit white screen, this is effective as it makes the footage look less realistic. Locations • Gloucester town • White screen • Friends House • 2 pigs Set To create different sets I used props including: • Animal masks • Party clothing • Lighting • Alcohol • Tablets Chloe McDaid
  • 13. Mise-en-scene within my video Costume As my performer was supposed to be portrayed as a girl lost in the world and caught up in the wrong scene she had ripped tights and cheap clothes. Hair Messy hair to show the effect of staying out all night with random strangers. Make-up Messy eye makeup again because she had stayed out all night and crazy lipstick to match the madness of the video (half purple and half red). Chloe McDaid
  • 14. What are conventions? Andrew Goodwin’s 7 music video conventions: • Genres • Star iconography • Lyrics and visuals • Music and visuals • Intertextual references • Voyeurism • Close ups Chloe McDaid
  • 15. Genre Particular genres may have their own style & iconography. Iconography – means physical symbols that represent a group, movement, belief or faith. Dance Pop Rap
  • 16. Star Iconography Stars image, something you associate with the artist, their image becomes recognisable. 1 or 2 things they do that that become associated with them. Tinie Tempah and his shades
  • 17. Lyrics and Visuals Visuals either illustrate or contradict lyrics or may be a narrative story telling.
  • 18. Music and Visuals Slow motion/fast motion, pace of the cuts in the video match the audio. The performance, the singer singing or the musicians playing their instruments in sync with the audio. For example David Guetta in his videos.
  • 19. Intertextual References Inter-textuality occurs when one media text makes reference to another.  This maybe in terms of style, characters, techniques, and methods. Music videos have referenced TV programmes, films, video games, other music videos and artists, fashion and celebrity figures that appear in the press and news. Robbie Williams – You know me (reference to Alice in Wonderland ) Taylor Swift – Love Story (reference to Romeo and Juliet) Chloe McDaid
  • 20. Voyeurism Voyeurism refers to watching or spying upon people engaged in intimate behaviours.  Often in music videos we see female artists and dancers portrayed from a male perspective – in a state of undress or in a provocative way. A voyeur is someone who spies on women, voyeurism is looking at women from a male viewpoint, watching without being seen. We are all voyeurs when watching music videos. Chloe McDaid
  • 21. Close Ups Creates an intimacy between artists and fans, the ability to get close up to their face that they don’t have in real life. Also stars are usually attractive or quirky looking and their image helps to sell them so the close ups are vital in conveying that image.
  • 22. Influences on my work Martin Garrix – Animals Conventions I would say this video is very niche although it sticks to most it does break typical conventions of a dance video. The conventions of dance videos are dance routines, male and female gaze, strong bright lighting, very colourful scenes, variations in camera shots and angles especially a lot of close ups of the artist singing and some narrative but a lot of performance. This particular video is very crazy and has no real story line. the purpose of it is to show the mental nights out some people have and the things they get up to. So, although it breaks conventions it’s still obvious it’s a dance video Chloe McDaid
  • 23. Martin Garrix - Animals Camerawork Various angles used to show the craziness of the night. Mostly medium shots are used so you can fit all of the madness into one shot. A few large close ups are used to highlight some of the craziness going on for example close ups of the animal masks worn by the performers and close ups of the performers in the club licking each other, this highlights what happens when people take drugs and drink excessively in a clubbing environment. Zoom’s in are used a lot to show the masks up close to the audience, it kind of freaks them out a bit. I think a steadicam was used because the camera is moving around to create the madness within the scene however the scenes are still clear and not erratic. The movement is rapid to present to the audience how the people in the video would be seeing things, due to drink and drugs their vision would be affected so everything would be happening quickly. But also, in clubs everyone is dancing and the music is quick so generally the movement is quick. Chloe McDaid
  • 24. Martin Garrix - Animals Mise-en-scene The lighting is very bright, various colours are used and a strobe light it used to create a clubbing effect. There are two locations within the video, a underground scene where the performers are causing madness, this is typical of the dance genre as you tend to link with hardcore party animals with causing havoc. The other location used is a club, this is also very typical of the dance genre as dance music is mostly listened to by clubbers. The costumes within the video are girls dressed provocatively and glamorous with heavy makeup as one would dress when going clubbing, the hair is messy due to sweat from dancing in the club. The main reason why this dance video is different is it uses animal masks to create madness, the performers wearing the masks are obviously drunk as you associate clubbing and dance music with drink and drugs. Chloe McDaid
  • 25. Martin Garrix - Animals Editing Slow cuts used before the beat drops, once the beat drops the cuts become much more rapid and match the music. The transitions are also very quick to represent the madness of the night. The pacing starts of slow, a lot of slow motions shots when building up to the beat dropping, once the beat drops the pacing becomes a lot quicker. Star iconography This video breaks this convention as seen with much dance videos, a lot of dance videos are more about the beat itself than the artist. If you think artists with high star iconography such as Rihanna they have many music videos and all of their songs are slightly different for example some may be up beat and some may be very slow. With dance videos, they are always up beat and the aim of the video is to show this by often having a club scene and crazy, random things happening. Dance artists are not very well known, they care more about the music and the effect it has on their audiences rather than their star iconography. At the end of the song the writer Martin Garrix removes his mask and reveals his face, I like this idea and am tempted to use it in my music video. It doesn’t create star iconography in this video but if he makes other videos it may be something that becomes regular Chloe McDaid
  • 26. Martin Garrix - Animals Lyrics and visuals There are very few lyrics within this song which is typical of dance songs. The main lyrics is ‘animals’ which is used repeatedly throughout the song, the link with this lyrics is the animal masks. This is a clever link as it is used to create madness within the video. Music and visuals There is a constant link between the music and visuals for example there is a DJ in the club scene who is shown to be dropping the beat, the camerawork matches the tempo of the music for example when the tempo increases so do the cuts. Intertextual references There are no intertextual references, they are not needed as the song is more about the beat than the lyrics, there is no real meaning to the song so there is no need for references to other media. Voyeurism Too an extent there is voyeurism, there are half naked women licking each other for the men to gaze at and there are scenes of a mans body covered in tattoos that a female may gaze at. The close up Lots of close ups are used, but not like you would typically see in a dance music video, the close ups are not of the artist, they are of the crazy random scenes to highlight the madness caused by the song and the beat. Chloe McDaid
  • 27. Breaking of conventions example Ed Sheeran – A Team Chloe McDaid
  • 28. Breaking of conventions example Ed Sheeran – A team Is it typical of music video conventions? No, it is just a storyline, although there is a main artist, she isn’t portrayed as being the singer. She is female so typically you would expect her to be portrayed by voyeurism as a sex symbol but she is in fact represented as the opposite. It is typical of its genre? Too an extent yes as it’s based on something random and not typical of songs to be about however no as the scenes make sense together and tell and story whereas a lot of indie videos are random clips that together make no sense Chloe McDaid
  • 29. Breaking of conventions in my video Genre My video appeals to a niche market. Despite being dance music my video breaks a lot of typical dance conventions. This is due to the unique story line that gives my product a unique selling point. Using drugs as a theme meant taking my music video seriously and making it realistic this involved a lot of research into the effects of drugs. The conventions of dance videos are dance routines/moves, male and female gaze, strong bright lighting, very colourful scenes, variations in camera shots and angles especially a lot of close ups of the artist singing and some narrative but a lot of performance My video has an edge over typical dance videos as it is mostly narrative, there is a small amount of performance such as my performer lip singing but the performer is an actor and not the artist of the song. There is also no voyeurism or dance routines. Chloe McDaid
  • 30. Breaking of conventions in my video Voyeurism This was not appropriate in my video due to the storyline. However my performer was still dressed provocatively (such as wearing short dresses and ripped tights). This was important as it portrays to the audience the kind of girl she is in that she dresses in a certain way to attract the wrong attention. This is a different angle on voyeurism – its showing how some females may act to get what they want (in my video, money for drugs). Intertextual references There are no intertextual references in my video as it is based on a unique topic that no other music videos have touched upon. Even the media in general rarely publicise mental health. Chloe McDaid
  • 31. Conventions I used There is a link between the lyrics and visuals as the song is about drugs and audiences will clearly see the performer take drugs There is a link between the music and visuals as the camerawork matches the tempo of the music for example when the tempo increases so does the cuts. Chloe McDaid
  • 32. Conventions I used Star Iconography This is not evident in my video as dance music artists as the artist is a DJ and tends to stay out of their videos. There are artists that break this convention of dance videos such as Calvin Harris who often appears in his videos. However, he is more a part of the story line than performing the song as dance music usually contains few lyrics. However there is a storyline that becomes evident throughout my video which creates a sense of identity of my performer. Chloe McDaid
  • 33. Conventions I used I used lots of close ups of my performer to to highlight her distress and to get audiences to sympathise with her I also used close ups not like you would typically see in a dance music video such as close ups of the crazy random scenes to highlight the madness caused by the song and the beat. Chloe McDaid
  • 34. In conclusion Forms I believe I have used various camera movements, shots and compositions. I have created a sense of identity for my character with clever use of mise-en-scene and can say I confidently edited my video to match other dance videos. I struggled with editing at first as the tempo of the song was upbeat however over the process of making the video I developed the skills needed. This will be further explain in how I used new media technologies. Conventions Overall, I have stuck to the most significant conventions as I did not want to lose the sense of the dance genre. However due to the storyline I was trying to portray I have challenged some conventions. This makes my video special and appeal to a niche market. Chloe McDaid