USED

Throughout the process of making our music video we have used many conventions to ensure it is recognised as a music video rather than a short film. The most easily recognisable convention we used was the performance, which allowed the viewers to see where the music is coming from. This performance was combined with narrative which are the two key components to every music video. This convention is used by a high percentage of artists as the lyrics often need narrative to help tell the story. Another convention we used was the choice of actors, they and their outfits were specifically chosen to match the genre of the music. This, like performance and narrative, is used by a lot of artists, this makes the video more relatable to the viewer and subsequently more successful. The use of actors that relate so much to the genre of music allowed us to film in locations that don't match as well. From research of other music videos we found that although the outfits match the genre they are quite often extreme and stand out, hence the choice of a fur coat in the skate park.

We also used conventions when filming our music video, one of which being camera movement. This convention was taken into consideration during the planning and filming process. Research allowed us to see the importance and effect of shots such as close ups, extreme closeups, mid shots, tracking shots and still shots and how often these are used as conventions in music videos. During the planning process we took this into consideration and matched these shots with one we thought would be most effective. Throughout the filming process we would film each shot around 3 times, so when editing we would have a variety of the same angle to choose from, ensuring the best shot possible. This is another convention in the making of a music video, used by directors. Also like many other videos we used a variety of slow zooms and close ups, to show emotions and also to emphasise the meaning behind the lyrics of the song. Th editing software we used is also a convention as we used the best editing software we had access to, Final Cut Pro X. This software is of high quality and is used by numerous editors for the purpose of music videos to YouTube videos.

During the filming and editing process we used a couple of common conception. To film we used a Cannon DSLR, a high quality camera often used by those who have more experience with filming or those that film often and need a consistent level of quality. To edit we used an Apple MacBook Pro, another highly used piece of hardware in the editing community. The reason for the MacBook Pro being so highly used is it simplicity and high quality production.

The most common convention used in editing is the jump cut, this is the most used transition between shots as they can allow changes to different angles or locations without looking unnatural or out of place. An example of a jump cut is when the drum kit move further away in the shot, the jump cut is used on the beat and allows the difference between shots effortless. Another convention is the fade to black, we use this at the end of our music video as the actor leaves the shot, we are able to use this due to our genre of music and the use of the previous shots getting darker and darker, making the fade to black quite subtle.