We watched previous year’s videos; we conversed in our group and with the class and took notes about the use of conventions by the groups, and assessed the groups from level 1-4. For a group to score the highest mark and level they must have used a number of different conventions commonly used by the music industry:
Multiple angle shots
The groups that scored the highest marks used a range of different shots in their production, unlike the ones that used as few as 5 and scored the lowest mark.
The use of location
The use of location and setting is crucial, as this reinforces the genre, artist/band and the image which is trying to be conveyed whether it is the video being politically incorrect or unique.
Costume
The use of costume is extremely influential in the connection between the audience to the artist to the band as the appeal is likely to be greater if the band/artist is wearing clothing in line with the genre or of the genre’s origins, an example of this is Lady Gaga who uses looks from previous successors such as Elton John and Madonna as guidelines to what she wears.
Use of editing
The use of editing is a vital aspect to the success of a music video as it leads the way in influencing the quality of a music video; there are many techniques which are the central to this possible success.
Performance
Every performance is unique to the artist/band in reinforcing the image which is trying to be conveyed, many artists/bands use previous star’s features in performances to enhance their own for example Ne Yo in 2009 did a Michael Jackson tribute mimicking and using all his choreography and stage set ups to his display his own talent.
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