Our brief was to produce a promotion package for the release of an album, to include a music video, digipak and magazine advert. To begin, I had to research other music video's from our chosen genre and explore their conventions. Conventions of indie music videos included the use of both narrative and performance, casual smart clothing, instruments (predominantly the acoustic guitar), other characters, ironic humour and performing straight to the camera ('direct address'). When it came to producing our own video, we had to decide what conventions we were going to use, which we would develop and which we might challenge.
We decided the main convention that we would use in our video would be the ironic humour. We found this in a few acoustic videos like Joshua Radin's song "Brand New Day", or Ed Sheeran's song " Lego House".
Ed Sheeran - Lego House
Joshua Radin - Band New Day
Joshua Radin is an american folk singer/ song writer who was born in Shaker Heights, Ohio witch explains the folk origins. His songs have been in many of Scrubs, Grey's Anatomy, Brothers and Sisters, American Idol and One Tree Hill. His songs have also appeared on over 75 films and television placements. Brand New Day is from the album Simple Times witch is his second studio album, it was released on the 9th September 2008 on iTunes.
The main convention we decided to use from this video was the ironic humour that is portrayed through out Joshua Radin's video. The song title is Brand New Day which suggests that he's life is looking up, he's having a fresh start and that feel is spread throughout the lyrics but in the video he gets thrown around told to get lost by a police women, hit by a car and beaten up by a gang. This all sounds a little nasty and harsh but in the context of the video it is very funny. We wanted to bring the convention to our video and make people laugh at a video with a song that wasn't particularly funny, in terms of it's lyrics. We also liked the casual / smart look he has in the video so we tried to use and develop that convention in our own video.
We did lots of researched on videos that we think were in our genre, Artist's like Joshua Radin, (Some) FooFighters and Newton Faulkner.
We challenged the continuity convention of videos in our genre mainly in the costume area of our video. This was mainly because our actors didn't wear the same things every day we filmed but we decided to keep the costume changes running through the video because it gives the feel that the video is not just on one day it is throughout his life.
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