Our media product is immediately regarded as unique because the genre of our music video is different and is not mainstream,it is Dubstep which is a new found genre of electronic dance music that has a prominent heavy bass. However our music has a melodical feel due to the soulful voice of the singer Emel in our track 'Falling'. The artist is unsigned and the song is not very well known so I found that making a video could allow us to be completely creative and perhaps stretch the boundaries for conventional pop videos and challenge these.
In dubstep music videos there aren't any particular forms and conventions because these artists are not mainstream or well known so therefore they do not have any actual music videos for their songs, this is because their audience is niche and they access any new music through the official websites itself.
This is a video of Burial 'Archangel' who is signed to hyperdub.
It was hard for us to find particular videos to directly inspire us because the genre is so different, so we included aspects from videos that did not exactly fit our genre, but aspects we could use in order to help with the meaning of the lyrics.
The main inspiration for our music video was 'Get Some' by Lykke Li. This was because of the technicalities she used and we tried to replicate this for our own video and certain shots that she did that were incredibly effective. Ultimately the biggest similarity is the use of the black and white and the gothic feel of the video, although ours doesn't go fully to the eccentric extent of hers.
Typically I would say that our video cannot challenge any particular conventions of real media products as it is a genre that is very different, although for our artist's image we have been heavily inspired by female artists such as Lykke Li, Avril Lavigne and Kelly Clarkson. However it can allow us to enhance ideas and present new ideas for our video and ancillary work.
This is the original video for 'Get Some'
We replicated the use of the close up shots to immediately establish the artist to the audience and so they can recognise her easily if 'Lilia' was to appear on an advert or on the front of her own album. The use of the dark makeup around the eyes is iconic and is very effective in black and white videos as it is more noticeable. Although we changed the opacity of this shot to reveal slightly her silhouette/ shadow in the back round to try make it look more intriguing.
We were also inspired by the use of Mise en Scene in Lykke Li's video.The use of the different candles is an amazing effect as it adds another dimension and allows it to look more sophisticated, it is a shot that effortlessly always looks good. I regret us not having an image of the artist with the candles like the Lykke Li example above as it is a great shot. However our shot just relies on the single word that is written on the sheet to convey the emotions of the song, not the craziness of the artist themselves or their actions as it may look over the top and we did not want that to be the case in our video.
The use of crossing out the words is effective in emphasising the heartbreak in our music video. It acts as a bold statement too and is a simple way of showing the emotion of the artist, the symbolism works well with the theme of our video too, as the footage we have is repetitive and conveys more through the use of simple actions and movement (eg the bird trapped in the cage then being released.) It was more easier to do this rather than film actions of a girl who is heartbroken. As this image of crossing the words immediately draws the attention of the audience.
Another feature we used was the mirror tool to create different patterns and shapes with our hands and have the shadows against the wall to emphasise the black and white contrasts we have used throughout the music video. These cuts are very fast but look edgy and mysterious, its just when you stop and pause both the Lykke Li video and ours that it may appear to have subliminal messages, which also different artists embed within their videos.
We have stuck to the conventions of pop videos based on Carol Vernallis' theory, through the use of editing. Our track has a very prominent base in which we stuck close to whilst editing, and made sure we edited to the beat every single time. The edits draw attention to one another, as there are frequent fast paced jump cuts to change to different locations, some of the cuts are so fast they look like flashes which immediately draw the audiences' attention, the style of our video is very bold and simple so we did not feel the need to use transitions as this would draw attention away from what is on the screen. In our music video we also have the use of a master shot, which is a close up of the artist as she is lip syncing. Based on Andrew Goodwin's theory, we used the narrative analysis of amplification so the shots and footage we chose are significant in adding layers of meaning to the lyrics, but not contradicting them. This is why we used metaphorical concepts to emphasise heartbreak, such as the bird trapped in the cage and effectively being set free at the end of the song.
In conventional media products there is not usually an image of the artist on the back panel with the tracklisting, however I decided to place a picture of 'Lilia' on the back to further establish her image also because I have not used a prominent piece of abstract work to carry on to the back, so I thought an image of the artist would be more effective. In enhancing the colour of her eyes, it is an idea that I wanted to develop because it matches the name of the album 'In My Eyes' and also in our video and images 'Lilia' uses heavy eye makeup. The enhancement of her eyes is quite mystical and makes her look more intriguing. I also wanted to continue the use of the blue colour scheme as it is different and not yet really tried in the media with this type of genre as it is generally quite dark and the simple black and white, sepia or green colour schemes are used.
My advert is conventional as it inclued the correct information and use of different logos, such as the record labels and the places available for download. The use of the blackberry barcode however makes it look more modernized and it depicts the younger teenage audience. In adding the reviews and the image of the album cover, it sticks to the conventions of music adverts.
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