Music Video:
The song 'Cops and Robbers' by The Hoosiers is a triple hybrid genre Pop song which was influenced by other genres such as Pop and Rock. Aware of this, when i started planning i made myself knowledgable of existing conventions surrounding the Pop genre and how i could either conform or challenge them.
There are a number of Rock elements in the song but it predominantly follows the Pop genre. I believe my final music video stayed within the more influential pop genre conventions.
in September/December during the research stage, I looked into the typical conventions of Pop and Rock;
Small factors and conventions I considered when planning and filming where things such as; location, costume and lighting.
Both Pop and Rock have a head singer. My video sticks to this convention, only featuring one main character. This was a important factor and why I never really considered having more than one, audiences are used to being lead by a single character.
Like in James Arthur - Say You Won't Let Go
It's known for Pop music to have a single performer as the Brand of the artist helps popularise the music video. Justin Bieber, Taylor Swift and Selena Gomez are well known 'brands', thus encouraging the audience to watch their productions. Rock is antithetical as it's focal point is the performance. This is why rock stars are so commonly found in a band.
Like in Guns N' Roses - November Rain
When researching the Pop genre, as a group we came to the conclusion that narrative should be prioritised over performance. Usually the Pop genre features both, but we felt like narrative should be the main focus for the production. It would be quite difficult integrating a 'Cops and Robbers' theme into a performance based music video. As we stuck to the convention of Pop being narrative focused, we had to include a rock convention 'influence', just so we had a small aspect of the Rock genre in the final music video. We did this by creating a narrative with a loose structure and also a final dance sequence which is a convention of the Rock genre.
One aspect it took a while to agree on was whether to include a very important convention of most music videos; fast jump cuts from scene to scene, usually consisting of 2/3 different sections, e.g. Justin Bieber - Beauty And A Beat ft. Nicki Minaj.
How complex the narrative is was a concern of the groups as we wanted the viewers to easily understand the nature of the music video. Also, not including band footage was a worry. However, we managed to create a complex but smooth entertaining narrative which features a dance sequence and final scene.
This worked extremely great, as many peers have evaluated and mentioned how the narrative is smooth and is extremely clever how it cuts from scene to scene while maintain momentum.
Overall, going against one of the most common conventions of any music video product actually turned out great!
Digi-pak and Magazine Article:
I completed research about digipaks and magazine adverts earlier in the year.
Just like the conventions of Pop/Rock music videos, I have researched Magazine and Digi-Pack conventions. However, unlike music videos, these conventions aren't accustomed to any particular genre.
There are two main styles of magazine advertisements for music artists/bands i have discovered while researching, the more common style i came across was how the magazine takes actual footage from the music video (like i did) or how an artist creates a completely separate impression.
One factor that influenced the colouring and lighting is the nature of the song, as its quite upbeat and happy i decided to stick to colours that matched that emotional tone, so the magazine and digi-pak consists of lighter colours, e.g. white.
When completing my ancillary products, I chose to take images from the music video to make it more identifiable to my audience. By using the same images as the music video it instantly makes it more recognisable to the audience;
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