Using, Developing and Challenging Conventions

To analyse the ways in which our storyboard uses, develops and challenges the conventions of pop music videos, I have compared it to three popular pop videos; Taylor Swift's You Belong With Me, Miley Cyrus' Party In The USA and Jonas Brothers Burnin' Up.

You Belong With Me



Party In The USA


Burnin' Up


Conventions:

• Many scenes exaggerate humour, which appeals to a young audience.
  
• There is a balance of domestic and public scenes, which relates to the stereotypical lifestyle of young adults.


• The artist/band might want to develop their own star iconography, which becomes their star image.
  
• Pop artists usually promote themselves in music videos by starring in the video themselves.
  
• Edited transitions such as fades and wipes are used in order to create a surreal atmosphere .


• Mise-en-scene in all the videos for example the street dancers, bikes, couples and clothing style are all associated with youths.
  
• Long shots are utilised, revealing the costumes and Mise en Scene which appeal to youth culture, as well as close ups illustrating the emotions behind the songs.
  

Although our song was created using computer software, the variety of instruments and vocals gives the impression that a band was involved. In this sense, our video is challenging the conventions of a pop band's video. The artist/band usually appear in their own video in order to promote themselves, sometimes as a part of the narrative, sometimes separate. However our team have decided not to have a band feature and focus rather on the narrative as it is quite strong to carry the whole video through and address the audience through its comic elements. We made use of lip synchronisation, close up shots and the repetition of chorus scenes. This engages the audience and repeating scenes will allow the video to flow better as it links the different verses.