I have fulfilled an in depth research of music videos throughout this blog as a lead up to creating my own video. I learnt the key conventions of different genres, and the style in which music videos use. The internet was a major resource for my research, with YouTube being a very useful website. YouTube is a very important website as it allowed me to watch many different music videos, broadening my knowledge, and inspiring me.
The difference between abstract and standard music videos is another feature of music videos I learnt. This lead me to deciding between the two music video styles. In the end I decided to combine to two styles, by creating a non-linear narrative, mixed with a variety of abstract shots. The narrative in my music video was focused upon the protagonist gambling, with various shots showing him around the gambling table. Some of the abstract shots I used included: the burning of a playing card, a pull focus shot of many dice rolling, a puddle of blood, and poker chips falling in slow motion.
A typical convention of many music videos is to have a narrative, without a chronological order, which I replicated. I found that often, even though these music videos did not have a linear narrative the ending would be the end of the narrative. I liked this convention, which lead me to including this within my video. Throughout my music video the protagonist is denoted gambling, with a number of shots which could have been edited in any order. However, at the end of the music video the protagonist is shown 'going all in' with his poker chips.
The audience clearly can see that no clip similar to this has been shown previously, such as a shot of the protagonist after the gamble. Therefore, the only conclusion the audience can draw is that this shot must be at the end of the gambling montage. The shot then cuts off just after all the chips have been gambled, leaving the audience on a cliff-hanger. This ends the music video dramatically, leaving the audience with suspense. The whole music video has been about the risks with lyrics such as "If I risk it all? Will you break my fall?", which is why the video is such a suspenseful build up to this scene. This build up is created through the use of both the visuals and the lyrics, without the need for a linear narrative.
Through my research of digipaks I now understand all of the conventions. These conventions include: Title, image of the artist, website, producer credit, copyright information, tracks list, and the artist name. With knowledge of these conventions, I used all of them in my personal digipak. For the most part I created a very conventional digipak. This is because many of the conventions of digipaks are essential to the product. For example, a music video cannot do without a title, copyright information, and the artists name. An image of the artist is sometimes a convention not present in digipaks, but I feel it is needed in order to sell the artist, as well as the song. Usually when the artist is not present there is a reason, either the artist(s) have taken on their own persona (The Gorillas), or the artist does not wish to become famous themselves, but through their music.
One convention some digipaks contain is the songs lyrics, however I did not include this. The reason for this is because my digipak only contains four panes, which meant there was limited space to include the songs lyrics, and additionally I preferred to include an image from the music video on the inside pane. The lyrics are something I feel is unnecessary, because the internet contains all song lyrics which are simple to find. Before the internet having the lyrics would have been a better feature, but this convention is unnecessary in our modern age.
Similarly to my digipak, my digipak advert is also conventional. I followed nearly all of the conventions of advertisements. The reason these conventions exist within marketing is because they work, all of these conglomerates would not bother with the basic conventions if they did not help better sell their product. This is why I had no reason to break conventions. Conventions I followed include: image of the artist, release date, a review, website, name of artist, name of single.
There were however two convention I did not include within my digipak advert which were: an image of the digipak, and a information about where the digipak can be bought. I did not include these conventional features as I did not deem them necessary to market the product. An image of the digipak was unnecessary, because of the 'brand identity' I created. My digipak advert is very similar in design to the digipak, which means the audience would know what to look for without needing the digipak product image. The information about where the digipak can be bought was not included as it is fairly self explanatory. A professional digipak would usually be in almost any shop available, which is why the information would be excessive.
These two conventions were missed out from my digipak advert as they would overcrowd it. If I used every advertising convention in my digipak advert, it would be overloaded with information. Therefore, I only used the most important conventions for my advertisement.
One convention some digipaks contain is the songs lyrics, however I did not include this. The reason for this is because my digipak only contains four panes, which meant there was limited space to include the songs lyrics, and additionally I preferred to include an image from the music video on the inside pane. The lyrics are something I feel is unnecessary, because the internet contains all song lyrics which are simple to find. Before the internet having the lyrics would have been a better feature, but this convention is unnecessary in our modern age.
Similarly to my digipak, my digipak advert is also conventional. I followed nearly all of the conventions of advertisements. The reason these conventions exist within marketing is because they work, all of these conglomerates would not bother with the basic conventions if they did not help better sell their product. This is why I had no reason to break conventions. Conventions I followed include: image of the artist, release date, a review, website, name of artist, name of single.
These two conventions were missed out from my digipak advert as they would overcrowd it. If I used every advertising convention in my digipak advert, it would be overloaded with information. Therefore, I only used the most important conventions for my advertisement.
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