Our media product, Muse-Feeling Good is classed under the alternative rock genre. This particular genre tends to focus on the artist's image, so therefore in a video it is usually performance based, and on any album artwork (digipaks) images of the artist or a motif/symbol that is attributed to them will be used. This is a convention we decided to keep, as it is very simple to do so. We also felt that the music video looked a lot better, and made more sense if we had a performance aspect to it.
We chose to use a mixture of light and dark colours within the video, which can be seen quite commonly throughout the alternative rock genre, although there seems to be a lot of darker colours used in the rock genre.
We followed one main convention in including a high speed montage of a 'room trashing'. This section of the video only lasts for about 10 seconds, and uses a lot of the same footage in short jump cuts. This is used very commonly. The speed of editing in this point of the video helps to build up the atmosphere, as the song reaches a climax, and our character is shown venting his fury. We feel this is a form of a graphic match, once again following a convention.
We decided that we would break convention here, and used a lot of bright colours throughout the video. We believe that these bright colours corresponded well with the song, as the imagery used in the lyrics give very positive pictures EG "Birds flying high" "Fish in the sea" "New life". Our video features a lot of close up shots, and there are quite a few canted shots as well. We make good use of our environment in our locations, such as using the doors of an elevator for a creative shot. We also included a lot of medium and long shots to add variety to the video.
In a lot of rock videos, lot of creative shots and special effects can be seen, therefore, experimenting with effects could be considered a convention of the genre.As the group and I like to try new shots, and be as creative as we can, we stuck to this convention and tried different visual effects to help enhance our video.
One such effect was reversing some footage, which made it look like my suit jacket was magically flying onto my body. A second effect involved the use of the chroma key feature, where we were able to grey out all colours except for one, such as a green or a blue.
Digipaks in the rock genre are often related to the video or artist is a direct way. We chose a dark background with a neon text effect as our house style, which is meant to be used as a signifier of fun and feeling goo (neon lights are commonly associated and used with clubs and bars).
The dark background relates directly to the plot of the video, as the character is supposedly feeling depressed, and darker colours are associated with these feelings. This could perhaps challenge the convention of digipaks in the rock genre as we do not feature any photos of the artist/band. We felt that photos of the band would not work well with the dark background and neon text aesthetically, and therefore we decided to leave them out.
Our advert uses the same style of a neon text over the dark backdrop. This both challenges and uses advert conventions. It uses the conventions as most combinations of digipak and advert will often use a similar house style, and will feature many elements that are the same (in this case we used the dark background and neon writing to create and maintain a house style throughout both of the products).
However once again we challenged the convention of using photos of the band in the video, as once again we did not think this would work very well aesthetically.
Please see our directors commentary below for in depth analysis of our music video.
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