# data[].attributes.body
Hassan whom I interviewed touched upon the things I have discussed in this answer. He said that the use of costume and location was conventional. Overall this interview backed up my analysis of how conventional the video was.

# data[].attributes.body
Editing is a key feature of music videos and it often sets them appart from eachother, not only this but music video editing sets it apart drasticly form any other form of video. Carol Vernallis mentions in her theory that jump cuts are used in videos frequently and we used these as seen on the right. Through research I learned it is conventional for music videos to have very quick choppy editing and more specifically for those cuts to be on beat. We followed this convention in the video and that made it seem more proffesional.

# data[].attributes.attachment_link.title
Dua Lipa - New Rules (Official Music Video)

# data[].attributes.body
In this Dua Lipa video the location is the same for every verse, inside the hotel, and every chorus, outside the hotel. This gives the music video structure and makes it more pleasurable for the viewer. We also used location to create structure and therefor the bideo was conventional and this should make it better viewing, also this is a similar genre to our song so conventional rules should apply.

# data[].attributes.body
Andrew Goodwin stated that the lyrics and video have a connection. This a convention of music videos and we followed it in our music video which was partly narrative. In the video we refer to theme of the song, a night out alone and the realisation of how drunk you are. When the lyrics say 'got no money left in my natwest' the video shows the character with insufficient funds. This was amplication of the lyrics.

# data[].attributes.attachment_link.title
Daft Punk - One More Time (Official Video)

# data[].attributes.body
Mid shot

# data[].attributes.body
Medium close

# data[].attributes.body
Long shot

# data[].attributes.body
These sort of camera and editing techniques were heavily inspired by videos such as the one below.

# data[].attributes.body
These three things all link together in the video so i decided to group all three. Carol Vernaliis says that the narratives in music videos are not always complete and that the videos aren't always balanced between narrative and performance meaning some have more performance (Pop songs for example) and some more narrative. Another point she stated is that there is not always a narrative resolution in music videos. This is interesting looking at our video because our video does have a narrative resolution with the cyclical ending of it explaining the narrative, however this means it is neither conventional nor unconventional because Vernallis was observing how both resolved and unresolved story lines are apparent in music video. The two costumes match the the two locations, Soho and Southbank. We chose these two locations (Soho at night and Southbank in the day) to show the contrast between London in the day (what most people see) and the nightlife, associated with our target audience of young people. The first costume (tracksuit) is very conventional and relatable to the target audience. Teenagers/twenty year olds (from urban areas) are used to seeing this sort of fashion and also they expect it from the artists they subscribe to. Not only this but part of the brand image and synergy we will create revolves around the colour blue so the fact that the tracksuit is navy is an important factor in connecting them to the audience. This is convention to have the same costume at each location because it helps create a structure.

# data[].attributes.body
When it comes to music videos the conventions the not the same (in terms of camera) as that of regular film, this is something that Carol Vernallis raised in her theory. However there seem to be conventions with in genres of music videos (although music video is a very creative form of media and a lot of them break these codes and conventions). We used a lot of camera movement in the music video and we tried to let the camera engage with the artist and thus letting the audience do so as well. In addition to the moving shots, at the start of our video there is a quick succession of different still camera shots from different distances for example the shots on the right. I think that it's hard to say whether we followed the codes and conventions of music video camera work because while conducting research I found it quite hard to pinpoint what these actually are (see videos on the left ranging from animation to a more generic performance based video). Saying this I think that the video follows the conventions of a similar video from the pop/electronic genre, with the camera movement - such as that seen in the gif on the left and the shot types.

# data[].attributes.body
Conventions are the generally accepted rules, with in a field, of how things are done. These 'rules' help solidify that field as a genre or movement and also help to create an identity for it. In music videos the conventions relate to performance style, props, camera techniques, editing techniques and all other elements of the video.