For our A2 task we produced energetic and upbeat music video using John Newman – Love Me Again remix. We applied existing conventions of the dance/pop genre so that our video looked in place and professional.
When researching other videos within the dance genre we realised that they all used the same conventions. First aspect was the location, most dance videos were located at either a club, city or a busy area. We decided to go against this convention and filmed in quieter place where only our actors were in shot.
We noticed the fast choppy shots when the song built up and the loudness and colours that were used. We all really like this idea and decided to take this convention and make it the main point in our video. We did this by using bright coloured powder paint and editing in Final Cut Pro making sure our editing was fast, choppy and at time repetitive. This really made our video look like a lively dance video.
Our video contained narrative, concept and performance. Our concept was the paint powder scene as the visuals don’t link to the lyrics. The narrative scenes were the studio shots where it showed the couple having an argument and the visuals matched the lyrics. The performance was the lip’s where different people are singing along to the song.
When looking at the actors and relationships in the video’s we saw that typically they would meet in a club and the us as the audience didn’t see it as a boyfriend/ girlfriend situation. So we decided to have our actors already be together in the video but show them going through a rough patch in their relationship and them getting thorough it and having the powder paint fight and the studio scene to really show the emotions of what was happening.
