In our music video of Heartburn by Architects there are similar developing/challenging ideas and conventions of real media products to be seen throughout the video. The developing ideas used in our music video is the use of splitting from two different scenes and shots throughout the video and made it into a short story. Through the video the two scenes collide with each other as the vocalist Douglas Sweeney (Sam Carter) passes and hits pass the protagonist of the short story (Thomas Walsh), with have done this to develop the research we found out in mainstream music videos of the same genre which cross between scenes throughout the video and we have made them collide together which is original and is never really seen in other media products, i.e music videos. We have used developing skills in the music video to develop the selling of the single/album and the band through the performance shots used in the video of the vocalist including shots such as close ups of lip syncing and long shots to show the style of the vocalist and his whole body to the audience.
The challenging ideas we have used that are seen in our music video is a various of risky ideas to appeal to the target audience on selling the media product of the band and the single. We shot our music video in an unusual setting to other music videos in the same genre. As songs from the alternative rock genre would set this type of rock ballad song in a setting more gritty such as an abandoned warehouse. We considered doing this but changed are idea to have it in a more nice and happier location, which is the wide open spaces of nature throughout our music video. Doing this has broadened our market to appeal to audiences much more than just the alternative rock fans, as many people like a rock ballad and setting it in a more joyful setting will appeal to more than just fans of Architects. Overall our challenge is still to promote to the fans of Architects and try to produce and wider audience, we still have stuck by the genre of alternative rock as the performance elements, camerawork and editing have been kept the same to how an alternative rock music video would look.
Our music video also takes upon conventions that are generally used in media products (Music videos), to become as great as it possibly can be given the amount of time we had to produce the music video. In the video we have made precise editing transitions and the pace of it fit to the beat of the song for example, when the beat is slow so is the pace. This is seen in mostly every music video and is a generic feature to our media product. The transitions used reflect the mood and upbeat feel to the song, as showing the visuals in relation to the lyrics of the song through editing transitions such as fade in/fade out. There are many cutaways in our music video and master shots to sell the band/Vocalist. The use of cutaways is to make the look of the music video look authentic and not boring with the same shot over and over again, with the use of the master shots of Douglas Sweeney (Sam Carter) is to keep coming back to him with close ups and him lip syncing to sell his image and he band. Overall we have used all the conventions and took them all aboard on are post-production to the viewing of the music video, to be able to make and promote the band through a regularly way of media which is the music videos seen today such as other alternative rock videos.
Posted By Doug
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