When creating our music video, digipak and digipak advert we had to consider the conventions of real media products in order to produce the best final outcome.
When filming our music video we chose to take it by using a point of view concept, this meant that there was only one main character present in our music video, nonetheless the camera was a representation of the 'female character'. Throughout our main scenes the male lead present in the video would directly make eye contact with the camera as if it was an actual person. Using the idea of a point of view concept challenges forms and conventions of most music videos as the typical narrative based music video would have a female and male lead which is represented by a two shot allowing both characters to be in frame and present. This led us to use an over the shoulder camera shot in order to create point of view. By using such a shot this creates connection between the audience and the male lead making them feel as if they're the 'female character' in the music video.
A typical camera shot convention used was an establishing shot or the opening 30 seconds in which we see train tracks, this follows the guidelines of real media products as in standard music videos having an establishing shot is critical as its used to set the scene within the opening shot which is then reflected by the tone of the song which influences genre. To elaborate if a music video includes a party scene, full of excitement and colour it's most likely of the genre Pop. We also used a range of long shots and mid shots in order to convey general camera conventions in your standard music video, these type of shots were mainly used for our 'flashback' scene which showed the couple in their happier days. Additionally we used still shots followed by a series of tracking shots to show the movements of our main character in an open area which emphasises the feeling of longing for someone. From both techniques I think still shots were of better quality as we were able to capture a certain feel whilst the camera being in focus and stable. Another way in which we challenged conventions of music videos was the use close ups to convey raw emotion between the male lead and the camera which was playing as the female character, we didn't frequently use close ups as it didn't generally fit in with our scenes we felt that the use of mid shots fit with the concept that we tried to portray in our music video which was a point of view concept how the male lead is acting as if the camera is the female character. Also by using mid shots the characters emotions and body language could be conveyed better.
For conventions of mise en scene, we chose to film in two different locations the beginning of the music video was filmed at Millennium Green, which is an open field area, this was suitable for our establishing shot in order to get the subject in frame whilst also emphasising the feeling of loneliness and longing. Our second filming location was at a shopping centre this was for our flashback scene and where the characters part ways at the end of the video. For the editing part of our music video we used conventional features such as cuts and transitions, using such conventions allowed our music video to still follow the direction of a standard music video.
Moreover, for the production of our music video, we followed the conventional style. theme and concept of a R&B/Ballad video by filming in a deserted open area whilst keeping it solely narrative based, as we frequently showed our main character throughout the music video. Furthermore we did challenge the conventions of a typical R&B music video which commonly consist of stereotypical features such as night clubs and party scenes. This is of importance as it showed we could still maintain a narrative concept within the genre of R&B.
The making of our digipak consisted of conventions of typical digipaks as we used dark blues with a slight touch of black throughout our digipak production in order to show consistency and flow. This reflects the mood of our album. Additionally, our digipak/advert included a range of mid shots and close ups that were placed in the centre of the page to emphasise status, power and superiority, showing that they're the star. Such conventions reveal meanings behind lyrics and therefore took this into consideration whilst producing my final product.
Overall, the conventions of real and existing media products are vital to take into considerations as it keeps the digipak/ music video realistic and therefore reliable to the audience whilst also challenging such forms in order to give your product a more unique feel.
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