For our media product we chose to use the song 'American Dream' by Jakatta which is of the dance/house genre. We chose this genre because it has a variety of music videos which would enable us freedom with our ideas. For our video we wanted to combine a range of conventions we have seen being used in existing dance videos and try to bring them across in our video. We decided that our video would tell a story. When it came to our video we didn't want our story to be too serious we wanted to add a playful twist to it. To explain how we did this, i am now going to analysis the general theory behind the forms and conventions of a music video and compare them with our music video.
Lyrics
There are very little lyrics in our chosen song; only of a couple of lines You cannot here them very well in the song, only the hushed voice of woman whispering in a seductive tone. However, there is one word that you can here quite clearly which is 'Overdrive'. The music picks up pace when this word is sung, therefore we edited the video to a fast cut too. There is a constant dream like feel to the song from the constant sighing and humming in the background which makes it work with the storyline of our music video.
In the general theory, the most common form of editing is fast-cut montage, rendering many of the images impossible to grasp on first viewing, so ensuring multiple viewing. However, we do not have any of this in our video as it wouldn't have gone with the storyline or even the song of our music video. Instead we have used effects such as a cross dissolves to make it flow in a dream-like way. We have also used dissolves with the change of scene and location. We also used blur effects for the going into and waking up from the dream. Without the blur effects, i feel that the video wouldn't have made sense because it would have been difficult for the viewer to establish that the character is in fact in a dream. Throughout the video we have used continuity editing to ensure that everything appears to follow on from each other as it would do in a story.
Music
The majority of the editing of our video was influenced and determined by the pace of the music. Throughout, we have tried to fit the different shots and scenes to the right parts of the music. An example of this is shown when the male character spots the other girls, he looks side to side. At this time the pace gets quicker and it adds suspense. As each new girl appears the more curious the music and video make the audience feel. Furthermore, when he begins to follow the main fantasy girl in his dream, the music quietens and it becomes more surreal and dream like as he wanders off to find her.
Digipak
Having researched album front covers, we found that the majority of covers include either a close up or a medium close up of the artist with a stern direct facial expression. When choosing an image for the front cover, we made sure that we took into account all the conventions. As a result, we chose to use a medium close up of Dan (our main character) with a direct expression. I feel that by using a direct expression it interacts the artist with the fan but also the seriousness of the expression makes them appear more superior.
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