Overall, looking back to my initial research into music videos of different genres, I'd say my music video develops the forms and conventions. In terms of the conventions of pop music videos, I feel my video follows these conventions as it involves dancing, bright, energetic and colourful scenes, has upbeat movement and camera shots and aims for a teenage audience. Although it follows these main conventions, it could also be seen to challenge them, as music videos often depict a story through different characters and locations (clearly professional music videos have higher budgets). In relation to my own music video, I have not created a particular storyline within my video as I did not feel it was needed with what I wanted to achieve to show the audience. I believed the dancers and people featured within the video did not need to be given a storyline as I wanted to create a sense of randomness and lots of things happening within my music video, to keep the mood upbeat and to excite the audience.
In terms of camera shots, music videos tend to include many long shots, close ups and mid shots. This is to create emphasis on the actors, location and emotions. Also, close ups are used not only to show emotions but to reflect the words of the song with the movement of the lips of the artist. I have slightly followed these conventions as I have included many close ups, mid shots and long shots within my music video to show audience reaction to the dancers, the performers faces/expressions and to show the general atmosphere on South Bank. I have challenged these conventions as I have not actually got the artist performing in the video (I'm certain this would be impossible to do for A2 media coursework), therefore my music video only features people on South Bank, that my target audience most likely would not recognise or know. I did not see this as a problem with my music video as I wanted the whole video to be about the atmosphere of London, the performers dancing and real people doing real things. I believe my target audience will appreciate this and will enjoy the upbeat movement and atmosphere throughout.
Editing is also an important part of the conventions of a music video as it can create the right mood and atmosphere that you want to convey within your music video. Jump cuts is the predominant editing technique used in music video's because it allows a sudden change from one scene to another. This is the main editing technique I have used for my music video as I wanted to create a simple but effective mood for the whole of the video, without taking the meaning away from it by using transitions such as fade and dissolve, which I feel can look slightly unprofessional and tacky if used for the wrong purposes.
I believe that my music video challenges the conventions of lighting within a music video as normally videos have artificial lighting which put the artist/s in an enhanced look. I did not have the equipment to do this in my music video, therefore I just used the natural daylight from the sun in my video, giving it a more realistic and natural feel to it. If I had the money and equipment to use proper lighting in my video, I would have definitely used it for the performers, to enhance what they are doing in the video and to make the video as a whole look slightly more abstract.
In terms of sound within a music video, I have followed the conventions as sound is mainly the vocals of the song. Although, a common convention of a music video shows the artist within the video lip singing the words whilst either dancing or doing actions that fit to the words. I have challenged this with my music video, as I do not have the artist in my video and therefore I did not want it to look silly with someone else trying to sing the words instead. Lip singing is extremely hard to get right and to get in time with the song and I did not want to risk getting this wrong and ruining the whole video.
Costume can be a huge part of a music video as it can create the whole mood of the video, helping it to become exciting and interesting to watch, but also to reflect the genre. Costume is an important factor because it can have a slight influence on how the viewers will dress, because they use some of the celebrities as role models. I feel my music video does follow the conventions of costume as the bright colours that all of the dancers are wearing helps to create a fun and happy atmosphere throughout the music video. These colours also make it more interesting for the audience to watch as they are bright and look amazing when the performers are all dancing together, forming abstract and interesting shapes. Bright colours are mainly seen in pop/hip-hop videos creating a lively and upbeat atmosphere, therefore the use of colours in my music video will help the audience to recognise the genre and to set the correct mood I want to portray.
From personally evaluating my product and receiving feedback from others, the video works especially well to the music as the action matches the upbeat and fast paced song. Also, I feel the lyrics fit nicely with the music video as it shows many different 'beautiful' people in London, creating a meaning to the song.
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