JP - In what ways does your media product use, develop or challenge forms and conventions of real media products?

- After watching numerous music videos associated with the ‘Indie’ genre, we realised that the majority were performance based.

- Many bands chose to follow the ‘mainstream’ route, with many meat shots as well as the concept of breaking the ‘fourth wall’, this allowed the audience to identify with the artist.

- We set out to challenge the conventions of the popular culture as we felt it would be in keeping with the bands current image. So we decided to create a video with more creative elements along with a narrative, not typical of videos from this genre.

- Due to the largely fast tempo of the track we new it would have to be enigmatic and engage the audience through the relationship between the music and the cutting rate and speed of motion, thus connoting a racy lifestyle of the artist, (one of Richard Dyer’s writings on the representation of ‘stars’ is that they lead fast and rebellious lifestyles which their fans idolise).

- During the research stage of production we came across a video ‘Sebastien Tellier - La Ritournelle’, which was the inspiration for the fast motion effect prominent in our video.

- Using Goodwin’s critical framework states that there are certain elements of which are recurrent through all genres, and our video conforms to the stereotypical music video.

- Amplification of sound and lyrics is present through lip syncing, cutting rate, the narrative and the strong relationship between the music and the visuals. For example in the snow sequence it cuts on the beat and action.

- However there is an element of disjuncture between the lyrics and the visuals which challenges the conventions of the stereotypical music video.

- We have chosen to include a variety of shots, ranging from close ups to long shots, employing the notion of looking, which all identify with the audience so as to promote the artist and the music.

- This is a conventional technique used in music videos, as is first person mode of address which was applied in our video with the character lip syncing looking into the camera, establishing para-social intimacy with the viewer.

- Our video polysemic, by leaving certain aspects of our narrative out, we have allowed our audience to create their own reasoning as to why the character started in a field, and this is very in keeping with the style of other videos.

- Our video is postmodern in its form as all music videos are considered postmodern, however through narrative fuzz, the playfulness of the character and finally the use of bricolage, I believe that we have used a number of techniques that in turn give the video postmodern status.

- Our playful take on the music videos genre is evident through signifiers such as the snow and the trampoline, giving the video a light hearted feel.