In what ways does your media product use, develop or challenge forms and conventions of real media products?
I feel that our Joint media product follows many of the standard conventions and forms. We realised that to produce a high grade end product we needed to follow certain conventions, although we felt we needed a balance between standard forms and our own unique flair that we added to the video.
Straight off the mark Rupert and I started to plan what style were wanted to have the video, we didn’t real like the convention off a standard Illustration video, we felt that it cut the amount of creativity we could introduce to the video. The video’s that I researched and analysed in my research and planning were ‘Ain’t no rest for the wicked’ by ‘Cage the Elephant’, and ‘Bullets’ by ‘The Editors’, like these videos because were not just Illustration, they were either completely disjunctive, or disjunctive with elements of performance in. The video’s that didn’t follow a standard Illustration video were generally more interesting to watch. I wanted to introduce this element of narrative to the video, I wanted there to be a looming question that wasn’t answered, this form is used quite a lot by in music videos to make the video more interesting to watch, the unanswered question or an ‘Enigma code’.
At this point it was pretty much decided that we wanted our music video to be in a post-apocalyptic style, we had watched other media for this genre, most were either films like Mad Max or The Book Of Eli, but there were certain music videos that did follow the same post-apocalyptic genre, By The Sword by Slash features a theme that we wanted to either recreate or follow the same kind of theme. We did manage to follow the conventions of the alternative scene as we had lots of shots of the band playing but we also had a narrative that contrasts quite sharply with illustration part of our video.
Though in contrast to this there were points in the music where the video differs from the usual forms that are used in music videos, for example the variety of shots we included in the video seemed to contrast quite a lot of video that we had drew inspiration from for example the music video for Biffy Clyro's God and Satan features many mid shot and close ups of the band, these shots also follow them from the front when they start to move, where as our music video challenges this concept of just a two location video that is only disjuncture.
The singing shots in our music video really followed the theme we were trying to recreate; the effect of the orange glow with the background is reminiscent of a backup power lamp, with its dull glow it reflects the post apocalyptic genre we were trying to recreate, for example we also didn’t have a microphone, so we substituted it for an old fashioned single bulb safety lamp, we thought it worked as a good ‘apocalyptic’ style lamp, especially with the cage around the bulb it looked vaguely like an old fashioned microphone like the ones that Elvis used, I feel that this also follows a form that many music videos try and reproduce as the ‘Vintage’ look has great appeal at the moment.
When editing the drum shots we decided earlier on in the production stages that we wanted there to be some structure to the editing of certain parts of the video. One of these idea’s was to edit to the next shot on the snare drum beat, we wanted to use this because it had appeared in quite a few of the video’s we had already reviewed and watched for inspiration, for example in the video for The Raconteur’s ‘Salute Your Solution’ video, this video was quite from others I had already viewed as there wasn’t actually any video shots, the video just had multiple pictures of the band playing, these were then edited together really quickly and this gave the illusion of a moving image in the video. The problem with this was it would have taken four times as long to story board as each half second shot would have had to be taken into account, Rupert and I decided that we were not going to incorporate any still shot editing into our video as it wouldn’t fit with the genre of our music track.
The Post in our Blog that describes the genre of music video we were going to follow, lists many of the conventions that we were going to include, for example many forms that are followed in the genre of video we were to produce include the tinted or saturation of the shots, many media products like films and games follow this colour scheme that uses yellows, browns and greens in the palette, usually a tint is applied to the majority of the shots. For our media video we applied a bright yellow glow to all the illustration shots in the garage to make it look like we were using some kind of generator for the lights. For the shots that we had at croft hill and the warehouse we applied a filter on IMovie 11 that is called ‘Old World’ the effect gives a fuzzy apocalyptic feel, we felt that this followed many of the forms and conventions that similar media products used.
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