Challenging Music Video Conventions

My video challenges the conventions of a usual music video in a form that contrasts with the usual music video of the 21st century, my video represents the development of my initial design ideas to the final outcome. Whats different about my video is that it is based around an abstract theme which isn't seen in this day and age. Ever since Michael Jackson's Thriller video, music videos haven't been around the song itself, they've been made into a story, or a fashion statement. I wanted to deter away from this commercialised outake on music as it moves the focus off the music itself and that is something which I discovered I didn't like from my format research as artists such as Rihanna and Lady GaGa are clear examples of this. The video however takes influence from other artists music videos which have shown the inspiration, but also homage in the Ellie Goulding inspired clip which the audience would enjoy as they would see a link between both indie artists. 

Although I wanted to simplify the video down to just the music, I needed to make something which would interest the viewer as well. Elements of postmodernism were incorporated into the video as well, for example the subtle use of product placement of the converse in the Ellie Goulding homage clip as mentioned above. 

Then also showing visual influences from post modern artists such as Nicki Minaj, Kanye and Jay Z, although not in my musical genre I am able to determine what the audience likes. And even though I have a particular target audience doesn't mean to say I cant aim to entice other audiences in as the whole concept is to sell the music video and to advertise the song which is something I have recently learnt. 

By keeping the whole video in black and white also challenges music video conventions for the contemporary age its all about bright colours, bold fashion statements to entice the viewer in where as by simplifying the video by putting it in B&W I had to rely on other conventions to have the same effect to draw the viewer in. The variation of camera angles, editing techniques and different camera lenses I made myself were the three aspects which challenges the music video conventions themselves for these three all draw the viewer in. The different lenses created an optical illusion, repeating the visuals several times which was inspired by films such as Pulp Fiction with the scene of the man glamourising the drugs and it creates this homage of this interpretation. i incorporated several different big edits within the clip as well but was able to make them subtle with the use of black and white which isn't seen in modern day music videos.