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(Left), This shows the first scene; with Jeremy arguing with his partner about the amount of time he spends at work and not with her. Unconventionally this is a large piece of dialog and contains many different shots. A positive side to this is that is sets the scene for the pop promo, putting into context why he is walking and listening to the music on his own throughout the whole piece. (Right), These three shots show how a long and ordinary scene has been shortened using jump cuts. The fast paced cuts keep the audience entertained. As it is fast moving it also fits with the beat of the track.

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Tilted shot, showing microphone prop use.

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Crane Shot

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We found that the text of a Pop Promo is generally based on the lyrics in the song. The video can be the director’s interpretation of what the lyrics truly mean to that individual, and this is where the art and originality in music videos comes from. Music videos generally have either a narrative-based or performance based storyline. To challenge these traditional conventions we included a narrative and a performance- based text, giving my group's overall piece both aspects. This enabled us to show two different types of filming, giving us more variety in our Pop Promo.

We used the performance shots of Fateh lip-syncing to bond the rest of the shots together. By flowing between the narrative and the performance it shows the audience the emotion and energy that the 'singer' is putting into the song and how the music affects the listener. The topic of the song is about love, like the majority of pop songs, and the narrative matches this perfectly. Fitting in with conventions, our whole band consists of male members, fitting within the concept of a 'boy-band, which is what we aspired to be recognised as in this media text. Our band members are dressed in a mixture of light and dark smart-casual attire. This accords with the current fashion of modern indie-boy bands of our era.

Fateh used the microphone as a prop during the lip sync shots. This is the most conventional prop in a music video because of the obvious association with singing. Without this prop, the lip-sync shots wouldn't look as realistic as they do. The colours used are very bright, and this matches the conventions of a Pop Promo, as they tend to be generally happy and upbeat. Yet there are dark shadows on Jeremy's face when a close-up shot is used to show his sadness in detail. The darkness links to sadness as the lighting portrays how he felt inside. Our location is an average middle-class suburban area, and this fits with conventions as a lot of indie pop videos have locations like this. This is to both relate to their fanbase and bring in an ironic normality of Middle-England.

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To the right is my digi-pack design for our album cover. I have used six sides, fitting with conventions for a pop band's digi-pack. The target audience would be familiar with the overall layout of the product when purchasing. I have chosen to use dark colours as I believe that it gives the typical indie-pop look. The star sky background emphasises the album title, as a night sky relates to midnight. The close up photos of the band members on the front cover shows the character of the piece, as the members are not posing in a serious manner.

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During the creation of our Pop Promo, we tried to make our piece fit with conventions to an extent. However we also wanted to challenge them in certain areas, as this can come across as controversial in this type of media texts. Our aim was to generate attention you're captivate an audience.

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When filming our Pop Promo we tried our best to stick to the conventional camera shots as we believe they do work undoubtedly well in the context of a music video text.

Long Shot - A good example of the use of a long shot was when we were following Jeremy on his walk (listening to the background track). I feel that this shot portrays Jeremy as lonely and depressed (after the argument with his partner). And as he is the only person in the frame, there is a lot of excess space. This shot fits within the conventions of a music video.

Close Up - The close up shot can convey so much emotion through such a simple camera zoom. I feel that this example of Jeremy looking at the happy couple sitting outside the coffee shop (played by myself & Ellie) truly portrays the emotions he is experiencing his feeling of sadness as he misses his partner. It references the ideas of Laura Mulvey in relationship to the gaze of the subject – in this case full of emotion and therefore more ‘feminine’.

Mid Shot - This mid shot shows the happy couple sitting outside the coffee shop (who Jeremy is staring at filled with emotion and despair). The mid shot shows the background surroundings as well as a fairly detailed shot of the couple.

As well as these traditional and conventional shots, we also utilised other shots to enhance our Pop Promo including a Crane Shot. A crane shot looks as if it was filmed from a crane, high up above where the scene is taking place giving the viewer an overview. Due to our limited budget, we were unable to actually use a crane for this shot. Instead, I filmed it from a high window in my house.

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Mid Shot

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Long Shot

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Close Up

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Below I have embedded a Slide-share document, showing the main conventions of music videos, this focuses particularly on Mise-en-Scene and camera shot/movement. We studied these conventions prior to creating our Pop Promo piece, which helped us understand the genre of music videos for pop bands in more detail, and our approach with these conventions.