Using, Developing and Challenging Conventions- Storyboard

To evaluate the ways in which our storyboard uses, develops and challenges conventions of pop music videos, I decided to compare our initial ideas to three pop videos. To establish which songs to compare I used the billboard chart website, (http://www.billboard.com/charts#/charts/pop-songs). The three pop songs which I will be comparing the storyboard to are Miley Cyrus- Party in the U.S.A, Katy Perry- Hot and Cold and Jonas Brothers- SOS.

Miley Cyrus- Party in the U.S.A


Katy Perry- Hot and Cold


Jonas Brothers- SOS



Conventions:

• There is a balance of domestic and public scenes, which relate to the stereotypical lifestyle of young adults.
• Many scenes exaggerate humor, this again appeals to young adults.
• Long shots are utilised, revealing the costumes and Mise en Scene which appeal to youth culture, as well as close ups illustrating the emotions behind the songs.
• A number of Edited transitions such as, wipes and fades were used in order to create a surreal atmosphere, this also relates to a young target audience.
• The Mise en Scene in all the videos for example, bikes, street dancers, concert scenes, couples, style clothing are frequently associated with youths.
• Florescent lighting is employed as it enhances the idea of a teenagers imagination. It also aids to construct glamorous scenes.
• Pop artists usually promote themselves in music videos, this is most commonly achieved by staring in their own music video.
  

Although our song has been created using computer software, it gives the impression that a band was involved, this is due to the variety of instruments and vocals. Therefore, our production is challenging some of the conventions of a pop band's video. In addition Pop bands usually promote themselves by appearing in their own music videos, this is achieved by repeatedly changing from scenes of the band to the narrative. However, the production team and I do not feel that it is necessary to incorporate scenes of the band, as we believe the narrative is more powerful, and would address the audience through it's comical elements. Furthermore, we made use of lip sycronisation, close up shots and the repetition of chorus scenes. This directly engages the audience and creates rapport between the audience and the characters. Moreover, repeating scenes will allow the video to flow better as it links the different verses.

Camera Angles and Movements
Pop videos generally utilises a range of shots that express the emotions in the narrative, shots such as long shots, close ups, and extreme close ups are particularly common in pop videos. Close up shots on the singer's face, as well as cut in shots are generic conventions to illustrate expressions. However, we intend to develop these shots to make our video more exciting, hence our aspiration to use simplified versions of crane shots and cut away shots from a number of angles. Parallel to this, the camera movements will be fast to intensify the thrill of being young. This will be achieved by considering similar camera movement techniques that appear in pop videos, for example pans and fast dolly tracks.

Editing
A minority of pop music videos include cartoon animations, so it will be a challenge for the team to edit scenes of comic book styles animation. Furthermore, as it is often the beat or the rhythm of the track that provides the organisation for editing movements we have decided to use fast jump cuts, this will show simultaneously to the music, as the song opens with consistent drum beats. It will also create a montage of images, that offer the audience an insight into the traits of the characters. Moreover, it provides the audience with a surreal experience of 'jumping' from location to location, making the video lively and upbeat. Another editing technique which is common in pop videos is the use of slow motions, this usually makes an impact on the narrative, as it emphasises the importance of a specific scene.

Lighting
Lighting is a key feature in pop videos, especially the use of extreme artificial lights to create a 'bleach' effect on the pop artists, this aids to portray the artist as angels. Despite of this technique we have chosen to use florescent lighting to create scenes of bliss. We will also try to apply different shades of artificial lights to emphasise the moods of the scenes.

Mise-en-Scene
Pop videos are unique as they express different themes like historical periods, for example Madonna- Beautiful Stranger echoes the sixties. Therefore, it is necessary that we use appropriate props to reflect the time period, and it's culture. For instance, the characters will be following specific styles that are up to date. Furthermore, as our narrative is based around young adults, it is vital that the mise-en-scene reflects their age. It is for this reason that we will include objects relating to stereotypical representations, such as accessories, objects related to hobbies, school books etc.