Evaluation task

Artistic Camera Work (key convention)

Artistic camera work is important because it adds variety to the video and adds a different perspective for the audience. In our video we use it to show the artist from above to convey the powerful star image, by showing her from an aerial perspective.We found this image below from hopsin’s music video for ‘ill Mind of Hopsin 7’ where he is also shot from above to convey a powerful but aggressive star image.

Costume and props (convention)

We wanted to use dark costume to match the dark vibe of our video, and promote the fashion element and star image of the artist, and so we were inspired by the costume in the music video ‘werking girls’ by Angel haze especially her use of tin foil on the faces of the characters, and so we decided to use this technique on the dancers in our video as costume and also hung it in the background as props.

Importance of artist cu (convention)

The artist’s close up was an important element of our music video as it allowed the artist to communicate with the audience by lip syncing to the camera. We decided to frame the face similarly to the way Miley Cyrus’ face is framed in the music video for ‘Wrecking Ball’. However our video was quite different to this as it was less emotive and instead with more attitude.

Conspicuous use of light

The way light is used is important for creating different effects and atmospheres in music videos.We wanted to create a sophisticated directional light beam in our video to give life to the background, and bring a back lit element to the artists. In Chris Brown’s video ‘Turn up the music’ he uses light in a conspicuous manner to create a pyramid constructed of light beams in the background.

Performance (form)

Here we shoot the artsit lying down from above whilst performing to create an attitude from her. In the clip she is lip syncing and throwing around the rope she is covered in in a confident way to convey her confident attitude, We do this to show the audience that she is the main powerful artist. This is similar to Nicole Sherzinger in ‘whatever you like’ where she is in water conveying a similar attitude.

Thematic Form

Here we have used a similar material to create a dark atmosphere and also to convey the concept of the video which was escape, being trapped and release.The material was important for making the artist look trapped, and it is similar to the way the material is arranged in Shakira and Beyonce’s music video for ‘Beautiful Liar’.

Digipack

We carried on our dark and material heavy music video aesthetic onto our Digipack using black and shots of material to reinforce the star image.In Angel Haze’s album cover she also has the close up face photography element and uses a gold aesthetic to reinforce her star image.

Website

In our website we incorporated themes from the music video such as the lighting and costume to adhere to the star image. These conventions similarly appear in Madonna’s website with similar photography as well as a similar page layout.