One way that I developed forms and conventions of a music video was to edit using the beat of the song. This technique is often subtly placed in a lot of music video but I made made it quite a big part of my video. I thought it would look really professional and make for good viewing, so I edited the clips so that they changed on the beat of the song. Because the song has a very distinctive beat, especially at the start, this worked really well and made the video flow and look neat.
MUSIC VIDEO
My use of jump cuts is another example of how I developed conventions of music videos. Although jump cuts are sometimes used in music videos, I used a vast amount of them and they became a big part of the video. Because the narrative element of my video wasn’t full of action and thrill, I used jump cuts to speed along the narrative and keep it interesting for the audience. Jump cuts also allowed me to cut down a long scene into just several clips, so I could include many aspects of the narrative in the video and build up the narrative without making it boring or mundane. The jump cuts worked really well in the video as they fit perfectly with the song and I could make them harmonize with the beat. Furthermore, they enabled me to speed up the series of clips so I could adapt it to the pace of the song. This choice of editing supports Carol Vernallis’s theory about editing in music videos.
DIGIPAK & POSTER
I tried to develop conventions of digipak posters by not just having a random photo of my band on the front cover, but having them stood in a position that gave them power and significance. Firstly, I made sure the band were in the centre of the poster, to show they are high importance and for them catch the eye of the reader. I didn’t want any other aspects such as the background to over power the poster and get in the way of the main part; the band. Furthermore, I got my actors to face inwards slightly, as I thought this would give them a sense of authority, and make them look powerful. I took inspiration from an image of the Arctic Monkey’s that really resonated with me, as it made the band have a strong impression of importance. They stand facing slightly inwards and it gives them a lot of power. They are also looking straight at the camera, as I wanted them to make an impression on whoever is looking at the poster.
