Evalutation THREE

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

When creating my music video i made sure to use the codes and conventions of the indie pop genre to be able to produce a real and professional video that would relate to the artists audience. And because the song had no exisiting video we had to research and plan to learn about the codes and attempting to use them while developing and challenging these aspects.

When researching existing WET videos we noticed that there were no live performances or choreographed dances this is not only WET's videos but from other indie pop artists only a few such as 1975 had live band performances. However they tend to sing in front of the camera while the majority of the shots are close ups so we can see the artists face and emotion when lip syncing. We noticed that there is a significantly amount of indie pop music videos with close up lip syncing so we made sure to add this into our video as its a familiar convention.
When researching locations we noticed that WET had very 90s/80s feel towards their video as they had old style American houses, parks and beaches. We noticed that other indie pop videos seem to go for the look and feel so we made sure to add this convention into our video by filming parts of the sea and pier then changing the colour grading to give the footage a more nostalgic feel, Because indie pop videos like to relate to the audience by having similar clothes and locations we believe that we managed to achieve this as we filmed mundane places.

Indie pop has a variety of paces, ours was fairly slow paced so when editing we used longer shots and transitions so there cuts weren't so jumpy. In the chorus we had cut up the chorus multiple times to show a variety of angles so it wouldn't get too boring. Many conventional slow paced songs used longer bits of footage and not many cuts but where as more up beat and faced paced songs they tend it cut it up more matching with the beat of the song.
When researching indie pop artists we noticed that there videos and digipaks are quite dark and lowly lit adding to the whole 'edgy' and mysterious' persona we thought this was important as we are adding neon lights to our video so we added the light and dark contrast so we got deep colours and shadows.
We didn't really use the same conventions of WET's album as they used very bright colours such as whites and purples, this didn't fit in with the whole neon lights and nature theme so we followed the theme of our video and followed it through to our digipaks.