Question Answered by: Lewis Bensley


During the research for our product, we found a number of different conventions within our chosen music genre, which was indie electronic. We consistently found that a blue hue was used in the genre to give a cold feel to the music videos, as primarily the genre is quite slow and down tempo. One example of this is a song known as Drugs by an artist called EDEN. Throughout the video, the audience is made to feel connected to the music video in the events that it portrays whilst maintaining a sense of distance through the cold blue hue. The music video also features a range of flashback scenes, which primarily have an orange saturation to them. This makes the audience feel warmer and seek comfort in the video, as they may be able to relate to a happy time in their life.

With this in mind we wanted to follow a similar pattern within our music video, however, we opted to leave the clips quite raw and untouched in terms of colouration. This is because we wanted our audience to feel at the core of the video as it portrayed a broken relationship in which both the boy and the girl are struggling to cope. Throughout a lifetime everyone goes through hardships and breakups therefore in our music video we wanted to make it connect with the audience. We do however have flashback scenes in our music video to show what the relationship was like before. To give these a sense of warmth we gave them an orange hue. This, therefore, uses and develops the genre as we kept the convention of warm flashback, however, we made our music video more natural and engaging as oppose too cold and unnatural.

One way in which we challenged the genre’s conventions was through thought beats, usually in music videos of this genre is it purely narrative based and is one smooth and constant video however with our music video we decided to chop it up quite a lot and show a range of different emotions the characters were going through during the healing process of the relationship. By chopping up the music video it meant we had a range of different cuts and scenes, this meant we could create a variety of thought beats to help the music video stay consistent & tell a story but still managing to show a range of shot types. One example of this is when the main male actor smashes a guitar; the first initial hit is timed perfectly to the electronic ‘drop’ of the song. Another example is the establishing shots, at the start of the song, there is a range of beats in which cuts could be applied to and we decided to use them to our advantage. This allowed us to add multiple shots of our location to fully establish it whilst creating numerous thought beats to maintain constancy within the video and to help it flow better.

One way in which we develop conventions of the genre is through our camera work. As the genre is primarily about telling a story, the music videos are kept quite raw with hand-held cameras, this helps the audience relate as it almost looks like they are there in person watching the events unfold. With our music video, we mix both stable and handheld shots together to give a sense of uncertainty amongst audiences. This helps keep them on edge and engaged with the music video. The mixture of shots also helps the narrative, the stable and steady shots show the stable elements of the healing process when they are calm and level headed but still hurting, and the unsteady shots show the points at which the characters are the unstable and are unpredictable in their behaviour.

In the music videos of this genre they aren’t heavily edited, the hue or saturation may be changed and the cuts are made to make the narrative make sense, it is also clear that in the music video of this genre the storyline is purely shown through the shots and the order in which they play. Our music video it is heavily edited and this editing helps to tell part of the story as well as the shots. Frequent short, sharp shots are scattered throughout the first electronic ‘drop’ of the song to show a brief relationship with few happy memories. Slower and longer shots of the actors struggle to cope help reinforce the idea that it takes a long time to heal from a relationship.

Another thing that is clear in music videos of this genre is that when events of hardship are shown the blue hue gives a sense that the event in question isn’t meant to be enjoyed and it’s not a nice thing to go through, one example of this again is in the video Drugs by EDEN. In this music video a man is shown entering a horrible looking location to purchase hard painkillers to help his girlfriend cope with Cancer, this is not a nice event to go through therefore the cold blue hue suggests this, one way in which we challenge this is through the smashing of the guitar, we purposely gave this an orange hue to suggest the actor is getting comfort from smashing up the guitar as it was a present from his recently departed ex. The fire scene which follows the guitar scene was also purposely edited with an orange hue to suggest he finds happiness in burning their memories.

Overall in our music video we use, develop & challenge different forms and conventions of real media products within our chosen genre and we feel as if we have created a music video which deserves its place within the genre as it portrays a hardship in an unusual but relatable way which engages and grips audiences and does the artist of the song justice in that we create something in which they themselves are proud of.