(Post 22) Forms and Conventions

In what ways will your music video or short film use, develop or challenge forms and conventions of existing music videos?

Throughout music video history, there are several forms and conventions that are used when creating a music video. There are three main forms that are commonly used- 'Commercial Exhibitionism', 'Televised Bard' and 'Electronic Shaman'. 

Commercial Exhibitionism:
This is when the artist in the music video attempts to 'sell' themselves. They're in the spotlight of the video and portray their rich lifestyle, charisma and success. They use their unique look or voice to sell their record, and they are doing this throughout the video. An example of an artist/group that uses this technique to sell records is 'Daft Punk'. 
They use commercial exhibitionism to sell their records in several ways- their unique style of electric-pop and funk attracts their audience and draws in their fans. Their unmistakeable robot outfits have made them eccentric and unique, which makes them stand out. This eccentricity and peculiarity has encouraged audiences and the mystery around their identities (they are never seen without their costume) is another way of using commercial exhibitionism to promote their lifestyle and music. This has boosted their popularity and they have become known for making scores for famous films- such as Disneys Tron.

Two subdivisions of commercial exhibitionism and music video conventions are:

Narrative Clip:
In music video, this is a short section of film that remains to the musical background but is purely narrative related. It contains a visual story that should be easy to follow but contains no lip-syncing. Common plots for these narrative clips include relationships, including romantic ones. An example of this is the song 'Oceans' by Seafret. In this music video, there is no commercial exhibitionism, and the band isn't even in the video at all. During the video, there is a clear narrative throughout, and a well-known actress portrays the story. (This in itself is another advertisement form, as it is using the popularity of the actress to attract a wider audience, which includes those who are familiar with the actress). 



Art Clip:
An art slip contains no visible, clear narrative and contains no lip-syncing. It is purely an art clip that portrays an interpretation of the music (how it makes you feel, etc). In modern media, this commonly uses more modern, experimental music with unusual and unique visuals. An example of this convention is in 'Arctic Monkeys' official video to 'Do I Wanna Know?'. This video is just a black background with lines over the top- mostly white, these lines reverb when the song is particularly bassy, and sometimes make images (like figures of women). This is an art clip, as there is no clear plot of relevance to the lyrics. It is just an interpretation of the music itself and is just an artistic interpretation.


Televised Bard:
In this convention, the singer is telling a story, this is usually through lip-syncing. It is common for them to be in the story, rather than having a different actor, but this isn't strictly necessary for a Televised Bard. This convention simply entails the singer/band portraying a story, so it isn't strictly necessary for them to be in the story. An example of this technique is 'Pompeii' by Bastille. In this video, the main character lip-syncs the song, and is the main character of the narrative. The plot isn't fully obvious, and it doesn't really start from the beginning of the story. This is an example of televised bard, as the singer is telling the story.

Electronic Shaman:
The electronic shaman is the guide to the video. They are spiritual and usually have some form of magical powers. For example, they can fly, go invisible or other magical attributes. They tend to portray a hidden meaning in everything, and that we live in a mythical reality. For example, 'Take On Me' by a-ha has a clear example of an electronic shaman. This video is one of the most well-known music videos made, and many believe it to be one of the first ever music videos. It cleverly uses a combination of live action performance and animation. 

Technical Forms and conventions:

Camera Shots:
Music videos tend to use a wide range of camera shots and angles. Common shots that are included are long shots, close ups and mid shots. Each shot is used specifically to create emphasis on the narrative, or the artist. This is used to represent the emotion and feeling behind the song or can be used for commercial exhibitionism. The use of camera shots are usually varied but can depend on the genre of the song and video. 

Camera Movement:
Camera movement depends on the genre or style of the video. Fast paced movement can be used in pop or rock music to mirror the pace of the song and video. Slow motion and slow camera movements are commonly used in romantic pop or indie songs. To promote the band, camera movement is used to follow or trace their movements.

Mise-en-scene:
The mise-en-scene in a music video depends largely on the genre and artistic intention. Many videos tend to be located in real life, so the mise-en-scene will be ordinary, and will portray a sense of normality to show how realistic and relatable the song/plot is. In more strange or artistic music videos, the mise-en-scene will be used to set the scene and introduce the unusual location. This all depends on the artists' intentions for the video.

Editing:
It is common in pop music to use jump cuts, as they allow a fast transition in the action, and between the story and performance. Also, it is common in music video for the action to be filmed and edited in slow motion. This creates a sort of nostalgic dream-like feel, which makes the video more 'soft' and calming, allowing the audience to relate more. 

Lighting:
In music video, it is becoming increasingly common to use coloured lighting and bright lighting to evoke emotion. This is particularly common in slower pop music or indie songs, as they wish to portray emotion and evoke feeling from the visuals. It can be used to portray an ordinary situation or realism and can be natural, or it can be used as a parallel- bright lighting and sunshine can portray happiness, whereas darkness can show sadness and unrest. 

Sound:
Normally, the only sound present is the music over the video. In some cases, there are sound effects as well. This is usually when they intend to portray a story and the video is just narrative clips. In this case, there is most commonly simple sound effects (like rain, cars, etc), but sometimes there is speech to add to the story. Sometimes music videos are changed into short films or videos, and there is the addition of a narrative, speech and sound effects. 

Props:
Similarly to mise-en-scene, props can be used in many ways, depending on the artist's intentions. They can be used to define a scene, or space and create significance. 

Costume:
Costume is very important in this industry. If the video is aiming at commercial exhibitionism or involves just the artist, or band, the costume is particularly significant. With larger celebrities, they may be role models so their choice of outfit may be influential to their fans. Famous celebrities have been known to influence fans (especially younger ones) so they may have to be careful and specific about their outfits, as they will affect how their fans act and dress. In music videos that focus on narrative, their costume may be symbolic, or important, so costume is carefully chosen. 

Colour:
It has become increasingly common for music videos to use colour to portray emotion or symbolism. They tend to set the mood and create an atmosphere. For example, in pop and dance music bright colours may be used to show the fast-paced, happy genre of the music. Darker colours are commonly used in rock songs, or sad music to show the darkness and upset of the topic. 

Specific video conventions in Indie/Rock:
Commercial exhibitionism isn't used as such, but the artist/band is shown throughout the video performing. Televised bard is commonly used, and there are sometimes stories and narrative being represented in the video. The video, or performance, tend to be in black and white, or neutral colouration. Popular use of camera shots includes extreme close-ups and long shots. There may be use of special effects, and dark locations are common. A notable example of such conventions in this genre is the music video of 'Youth' by Daughter. 


How are you planning to conform to forms or conventions? 

I am planning to conform to several forms and conventions in my music video:
First, I will use colour to create atmosphere. In the past, happy sections of my video, the characters will be wearing bright, happy colours (like yellow, or red) and the colouration will be bright and happy (it will be set in summery conditions). In the present, the main character will be wearing dark, neutral colours, and the colouration of the section will be darker, in juxtaposition to the past sections. 

Moreover, I am planning to conform to the conventions relevant to camera shots and angles. In my coursework, I am planning to use a wide range of shots throughout the video. Specific shots I am planning to use are- close ups, mid shots and long shots. The conventions of camera shots in music video is rather vague, as it depends on the genre and plot of the video. Because of this, camera shots are used to represent emotion and feeling. This is how I will use camera angles. 

Another convention I am conforming to is one of the main conventions of camera movement. Slight slow motion is commonly used, and I am going to replicate this. I have chosen to do this, as it makes the video feel rather nostalgic and calming. My video is based on nostalgia and past events so this feel will improve the emotional attachment in my video.

Moreover, I am using just the music over the top, and am not making it into a short film. This is common in music video production, as artists usually wish to promote the music over everything. My idea is plot based, and narrative related, but I am going to just use the music I have chosen, to promote the band. 

Finally, in music video, it is common to use narrative clips to interest and entrance the audience. This creates a plot, rather than performance and portrays a visual story that should be easy to follow. In my video, it will be entirely narrative based. There will be no lip-syncing or commercial exhibitionism, as I wish to only portray the story and plot. I want the audience to feel invested in the plot, and believe using only narrative clips will allow for this. 

How are you planning to develop existing forms and conventions?

I did make a conscious decision to develop a few specific conventions in the music video industry. It is common in music videos, and most forms of media, to have a romantic relationship. This is how I've conformed to such conventions, as I am focusing on a romantic relationship. However, in mass media, the relationship usually focuses on a straight couple and in my video, I am focusing on an LGBT+ relationship, between two teenage girls. This is developing typical conventions, as it deviates from a typical societal norm, but it doesn't completely juxtapose the primary convention (this would be to not have a relationship at all). In my case, this technique is being used to further portray a representation of LGBT+ teens. I wish to make them appear completely normal. Their relationship was as normal as any other, and their breakup was ordinary. This is a slight deviation from existing forms and conventions of the representation of LGBT+ in mainstream media, as LGBT+ characters tend to be represented as troubled, strange or unusual. There is also a stereotype that there is a 'butch' lesbian in the relationship as if there has to be a 'man' in the relationship. I am straying from this convention, and my characters are both typical female teenagers and are completely ordinary. 

What has inspired you to make your music video?

I was inspired by many aspects whilst producing my music video. First, I love music and have always enjoyed watching music videos. Many videos have inspired me to create a music video, over short film, as I prefer to create a 'silent' video (with only music over the top), and find that dialogue is difficult to make entertaining, and it can easily (particularly in student videos) become cringy. Moreover, I was inspired to create this idea by a game, called 'Life is Strange'. This game really inspired me as it focuses on how relationships develop over time, and how small changes and decisions can affect everything. I was inspired by this game to make a music video, rather than short film, as the game relies a lot on music to create emotional context and atmospheres. My idea could become a short film easily, as it is based completely around a narrative, and not any lip-syncing or performance, but I made it a music video as I fell it is a more powerful way of introducing a story or themes. 

Furthermore, I was inspired by many music videos, and I love watching them. A specific example of an inspirational music video for me is 'Girls like Girls' by Hayley Kiyoko. This has inspired me in many ways- the plot and story have immediately inspired me, as it also focuses on an LGBT+ relationship and its development. Moreover, the use of a parallel in time frames has inspired my idea, as I similarly use the juxtaposition of time to show their relationship. Also, this video has used slow motion in the scenes to make it seem more beautiful and artistic. This partially inspired me to use slow motion as well. 

How are you planning on integrating and therefore demonstrating this inspiration?

I am integrating my inspiration from the game 'Life is Strange' by replicating certain shots in the game. I will specifically replicate one shot- a wide shot of the main character (Max), who has stepped back to look at her photographs. In my video, I am going to replicate this shot, using my photographs of the couple. This replication of shot subtly integrates my inspiration, and will only be particularly noticeable to fans of the game. This will demonstrate my inspiration, and will also look aesthetically pleasing in my video. 

I was inspired by modern music videos to create a slightly different look into relationships. The video above has particularly inspired me, and because of this, I have decided to use an LGBT+ couple, and not a straight couple. 
Finally, I have been inspired to use slow motion in my video, and am inspired by modern music videos. 

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