Final Music Video

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The media product we were asked to produce was given along with a brief that dictated what type of music video we were able to make. The brief consisted of creating a music video that was between 3 to 5 minutes long and could be from any music genre. Once we were given this information after discussing various ideas with my group we came to a conclusion that the dance genre was our chosen genre and we had specifically decided on a song called "I Know" by Shift K3y. The media products of our chosen genre must include advertisements, a storyline of some sort and a way in which it represents the artist. The music video for Club cant handle me by Flo Rida was chosen by myself to take various pieces of inspiration and for further research into the genre. When analysing this media product it was clear that there was in fact elements of the music video which advertised heavily for the movie "Step Up 3D" as the audience were able to see various dance routines from the movie fitted to the music video therefore making the movie seem far more appealing and thus creating for sales. 

The storyline for the music video showed that the artist was too extravagant and partied too hard for the club in which he was in to control him which also makes the rest of the crowd very excited due to his presence. This music video makes the artist appear to to have a very lavish lifestyle which is evident as at the beginning of the music video he shown to arrive in a very expensive car and throws large sums of money in the air as he enters the clubs. The evidence of the lavish lifestyle continues when the artist is in the club and there are lots of champagne bottles brought to him by women. The music video also shows the audience that the artist likes to lead a fun party lifestyle as he is seen to be dancing in the club and enjoying the music along with his friends.

Based on this real media product I had decided to take various conventions that i found, for example showing a club atmosphere was a major convention that would be included as throughout research this was a reoccurring scene within every dance genre music video and seemed to have high appeal to the target audience. While researching the dance genre in almost all music videos analysed there were a large amount of scenes that either showed a party or club atmosphere which meant that in order to make my own music video more conventional it was essential for me to include shots of clubs that i have shot myself. The club atmosphere was conventional as it also includes as conventional aspects such as green strobe lighting and colourful lighting which can be found in every club or party atmosphere therefore add's more connotations of the dance genre into my music video and making it more appealing to my target audience. I have decided to include this scene into specific parts of my music video in order to show the audience how the artist has a different side of my professional life which is shown in the first quarter of the music video, it also demonstrates to the audience the artists choice between his girlfriend and the part lifestyle.  

 I also decided to include the convention of showing a party lifestyle as I felt that this was another important connotation of the dance genre that the target audience would like to see as the demographic are able to relive their own moments of partying when watching my media product which therefore creates a greater relationship between the audience and the artist. The party lifestyle also links in with club atmosphere previously mentioned as through the club atmosphere the audience are able to see how the artist is leading his party lifestyle by going to different clubs and bars which is evident throughout my music video. The party lifestyle can also be very relatable with audience as they too would have a wide interest in leading a similar lifestyle, so when the audience see that the artist is partying this will immediately create a deeper relationship and will seem more appealing. 

There were also relatively large amount of strobe lighting used within the Flo Rida music video which again seemed to be very conventional when researching dance genre music videos, this was again used to mimic the environment of a club which seems to very popular among the audience.  As there was strobe lighting used within my inspiration i also decided to include it within my own music video, this was evident in two of club scenes which show both red and green strobe lighting. There was also strobe lighting included in both my magazine advert and digital, in order to create this I had to use Photoshop CS6 and use the line tool to create lines which resembled the other existing strobe lighting, in order to make It seem more realistic I then used the blur tool the make the lines less defined.

Using Final Cut Pro X I decided to implement montage editing in order to introduce my conventional editing techniques into my music video. In order to create this style of editing I used Final Cut Pro X and the various tools it has. The montage editing was produced placing my scenes into the music video and then using the blade tool to cut them down so that each scene only lasted for a couple seconds, I also decided to increase the speed of the scenes to 120% in order to further achieve fast paced editing. The montage editing also matched the tempo of the beat which meant that after each beat the scene changed, this is another common connotation of many dance music videos which shows that I am further developing the conventions of the genre.


I decided to implement effects into my music video through the use of Final Cut Pro X. There is a large use of the flashing lights effect used in scenes such as the office and club scenes, in order to implement this effect I dragged the effect to the desired scene and then changed the intensity of the effect depending on the scene. I also added tints that included colours such as red, blue, green and yellow in the office scenes and in other scenes such as one of the club scenes in order to differentiate it from the other scenes, in the settings I was able to choose the exact colour I wanted for the tint.There were other filters such as Vignette and the 8mm filter which were included in all of the bar scenes, these filters made certain parts of the scene black in order for the audience attention to be diverted to a specific part. Letter boxing was also used  which created a border on the top and bottom of all scenes in order to make the music video seem more cinematic.


On the other hand i have also decided to challenge conventions by showing a large amount of narrative within the my media product, it shows the artist life and the various situations that he is in however although the conventions are challenged it is conventional at the same time as when following the artist's life there are large amount of club environments shown as well as other various aspects of the party lifestyle.

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Final individual ancillaries

Magazine advert:

Digipak:

rough cut

Audience feedback is essential to a production as ultimately the media product that you are creating is for your chosen demographic. In order to achieve a successful music video your chosen demographic must largely appeal to what you have produced and if there are areas in which the audience feel need to be changed the producer should then make the necessary changes in order for the music video to fit the needs of the audience. A rough cut is essential to carry out as this is what the audience are able to see in order for them to give their own feedback which as previously mentioned is very important for the producer.

In order to receive audience feedback from from my target audience we decided to use vast array of social media sites and Youtube as this provided us a greater platform for us to showcase our product and would then allow for more feedback as the music video could reach a greater amount of our music video. Initially we had to use Youtube to upload the rough cut on to the internet which allows me to gain a greater idea of how many people have viewed my rough cut, see how many people like and dislike the video as well as see comments that are left by the viewers. All of these factors allow me to gain a greater understanding of what the audiences perception is of my music video as the comments will be able to tell me what the audience thought were both positive and negative about my music and the like/ dislike bar will give me better knowledge on the overall thoughts of my demographic. As mentioned before by placing my music video on Facebook and twitter it allowed my music to reach a greater audience which increases the chance of more comments on my music video.

The feedback from the comments would benefit my production as it allows myself as a producer to gain a better understanding of the audiences wants and needs in relation to the music video. The comments may suggest some changes that need to done to adhere more to the desires of the audience or possibly aspects that I may have mixed. By making necessary changes it will make my music video more successful as the audience will have a higher appeal towards my music video and will therefore be more likely to watch it. This feedback will also help the music industry as again other producers can make the music videos that they produce more tailored to their chosen demographic and will therefore be able to make greater sales so it is in their best interest to listen to the feedback that their audience gives.

"Very energetic and made me and Jess want to party!"


This type of comment is exactly what a producer wants as throughout the music video this is a type of emotion which is trying to be replicated within the audience. There were many ways in which this emotion has been emitted, for example through the party/ club scenes which also shows the crowd enjoying themselves to the music from our chosen artist.There were also many parts of the music video that show strobe lighting which will remind the audience of the times that they may have had when they have visited similar settings which therefore brings up the same emotions when they watch the music video.These two elements would be considered very conventional to the dance genre as it shows the audience an environment in which is always associated with the dance genre and may be a reason why the positive was so comment due to the conventionality. There were also other elements of the music video such as the fast paced editing which may had made the commenter feel this way as fast pace editing often creates a sense of excitement which agains to the conventions of the dance genre.

"The visuals match the rhythm very well"

When creating the music video we made sure to make many of the cuts match the tempo of the beat in order to make the music video seem more professional, more enjoyable and in sync. This was a major aim that we had when creating the music video and at any opportunity that this was possible we tried to match the visuals and sound especially in the faster segments of the song as it allowed us to create fast pace editing that also was aesthetically appealing as the audience saw another scene each time the beat dropped. The style of editing that was associated with this would be jump cuts which is also very conventional of the dance genre. The visual matching the rhythm could also be considered very conventional to the dance genre as during our previous research this style of editing was very common among dance songs that had a fast tempo beat. The aim of this fast pace editing and the matching of visual and beats was to build up a sense of excitement and vibrancy. it was clear based on this comment that this was a feature of the music video that the audience took a liking to. In order to build upon the excitement that has already been produced we have a wide variety in lengths in regards to the shots which may also have effects added to them such as coloured tints or overlaying


"Variety of shots in London and club fit with the genre well"

Finally this last comment is in reference to the constant portrayal of an urban London setting that is seen throughout the music video through the office scene and the London nightlife. We used a variety of editing styles such as jump cuts,overlays and transitions to showcase these locations to the audience, specifically showing iconic London buildings to shots of the artist within a club or bar setting. The dance genre is often shown amongst these sort of settings therefore this make them very conventional to the dance genre which the audience seem to prefer far more than any subversive connotations. The urban setting may be liked very well by the audience as they are able to relate to the city and urban locations due to them also having visited similar locations.This comments tells us that the shots of locations we have included work very well with the song and genre, it also gives us feedback that the audience may want to see more of the location and settings including the shots of the London nightlife.

Negative 

"could improve by making the narrative more clear"

This directly responds to the gap nearer the end of the music video which has been saved for an extra section of the narrative as well as the ending. The ending that will be added will let the audience know what the artists decision is, which is to either choose between his girlfriend or choose to lead a party lifestyle with his friends. There have also been other effects that have been added to existing scenes such as many of the date scenes, for example there has been a filter added which makes it clearer to the audience that this is a memory of the past. The other scene that will be added nearer to the end will show another date scene of the artist and his girlfriend on a walk through the park, as the artist looks away there will be a flash of the party life which shows him the type of lifestyle that he could possible lead, this may also give the audience a greater hint that that this is the type of lifestyle he most likely will want, . The artists decision would match the conventions of the dance genre as it shows the artist to be closely related to the party lifestyle that the music revolves around. It would also appeal to the target audience as they may aspire to be as closely related to such a fun and exciting lifestyle.

"the only thing i'd say is the made up club scene needs to be edited more"

This comment refers to the fabricated by scenes which was shot showing the artist partying with his friends. This particular scene was shot in the studio that had a bar 13 along with many types of lighting such as neon lighting and a relatively simple background which helped make this scene seem less fabricated, unfortunately this may have led to the audience feeling that the music video looks more unprofessional and less aesthetically pleasing however there was no possibility of using an authentic bar setting so this was the next best option. In order to overcome this negative comment we decided to have really edit the scenes in order to make it look more real, for example we used various effects such as flashing lights, and effect called super 8mm and another affect which made the image seem more higher quality which brought out many of the colours. When the alterations are made it made the scene seem far more realistic which should please the audience. The changes we made may also make the scenes seem more conventional as there were far more colours now being shown throughout the scenes which is essential as this is still a party setting which requires many different coloured lighting.


"could use a bit more colour in certain aspects of the video."

It's common is referring to the office scenes that are shown through the first half of the music video. There were in fact a small amount of fags added to them which would make them quite subversive and not necessarily as exciting as other aspects of the music video. The setting in itself would not be considered very conventional as an office is more associated with being boring which is very far from the other emotions emitted from the music video, however I would argue that it was essential to the narrative as the artist would like to be perceived as very successful and professional to the audience which the office setting helps him to achieve. In this setting it also shows the artist thinking about his girlfriend and of the lifestyle that he could also have if you choose to labour which is partying with his friends. In order to overcome this negative feedback we will edit the scenes further by adding current tenants which may vary in colour in order to add more exam into the scenes as well as possibly delaying things in order to make the emotions being conveyed from the music video clearer

digipak

Digipak-style packaging is often used for CD singles or special-editions of CD albums.Digipaks typically consist of a gatefold paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside the generic"digipak" came to be used to describe all soft CD packaging.A digipak is a The purpose of a digipak is to allow the audience or the fans of the artist to have a more personal insight in to the artist by allowing them to see written messages by the artist which are addressed to the audience. The audience are also able to see other various images which relate to the artist or album which creates a greater relationship between the two as the audience feel as they are gaining a greater insight into the artists life. The use of a digipak helps to promote the artist as it is seen as a representation of the artist which should hopefully help to show themselves in a more positive manor and allow the audience to gain a greater idea of the artist personality through the use of images and a small written message. In order to create the digipak I used Photoshop CS6 which is an image editing piece of software. The piece of software was needed as it allowed me to edit my pictures to make them more conventional to the genre and to further suit the artists image. The idea for my digipak derived majorly from the music video I created for "I Know" as the a lot of video represented the artist in a manor in which we thought fit best so basing the digpak on this music video would allow for us to create a digipak that gave a true representation of the artist while also sticking to conventions of the dance genre.

The main colour used within this slide Is a blue tinge which has the edited through the use of the editing software. The reason for using this colour is to show the audience that the artists within this particular image is in a melancholy type of news as he looks away from the camera in deep thought. The colour blue represents this type of environment universally which was the main reason for using this colour as I wanted these emotions to be clearly portrayed to the audience. The use of this colour has made my post to appeal more to the audience as they feel they are able to deeper in gauge with the artist as they have a better understanding of his personality through the use of the coloured tint used. The conventions used within this image are generally more subversive to the dance genre however there is a conventional element of the colour tint that can often be found within the dance genre as it is seen to be quite a colourful music category. My reason for conforming more subversively with this image is to allow the audience to gain a better understanding of the artists personality which is a major factor to consider when creating a digipak as ultimately the audience by a Digipack in order to gain a better understanding of their favourite artist. The image shows the artists in a office within a skyscraper in London which shows that he is successful and prosperous in his career. As I did not want the image to be completely some verses I also decided to include a colour tent which conforms to many conventions of the dance genre as colourful lights are very often seen in dance music videos and any images relating. The image used like previously mentioned has been included to show the audience more about the artists lifestyle as they say it is quite successful which is evident when they say the office environment that he works which clearly looks like it is situated within a central London building along with the fashionable suit. The layout and design of image is very simplistic the main focus is on the artist which shows him in a powerful position due to they way in which he is sitting with complete confidence. They must have been laid out so the audience are able to see the background outside the window which shows them that the artist is situated in a high-rise building this of course gives the audience the impression that the artist is in a Central London building which gives off various connotations such as being successful or wealthy.

The colours used within this image is green and white lighting as well as the use of black for the backgrounds. The reason I have chosen to use the green lighting is to represent the dance genre in which our artist is heavily in valved do use of these two colours are very popular when doing research on dance genre music videos which is a major factor as to why I decided to include it on the CD. The use of the black background is in order to make the images on top which in this case is there a colour for lighting and the artists face stand up further to the audience as they are the main points of focus. I have decided to use a white colour for the silhouette of my artist in order to contrast with the background which therefore makes it far more noticeable to the audience, contrasting colour is quite a popular connotation of the dance genre which adds to the over conventionality of this image.The use of the colours will hopefully appeal to my target audience as they will be able to quickly relates due to green strobe lighting being so popular and used in the dance genre which creates an instant Association. In terms of conventions I would classify this image as relatively conventional as the use of green coloured lighting is very often seen in the dance genre which of course then makes it conventional, my reason as to why I wanted to make this CD cover conventional is so the audience are able to relate further as they clearly can say that the contents of the album is all based on the dance genre. The image of the artist would be slightly conventional as when researching into Digipacks I often came across the image of the artists somewhere in the Digipack as the audience quite often like to know what the artist looks like. The three images I've decided to use our picture of the artists face green strobe lighting and an image of the gherkin, the reason I decided to use these images is to create a correlation between them which is clear to the audience which shows him that the artist is heavily involved within the dance scene and it also creates a link with the music video for the song "I Know". The layout of the CD cover shows half of it containing strobe lighting and an image of the gherkin  while the other half shows the image of the artists, my reasoning for this to create a clear correlation to the audience between the conventional lighting, the artist and the Gherkin. There is no use of typography or language within this image.

The colours used within this image vary greatly as there are a vast amount however the most prominent are Green,black,purple and blue. The use of green was selected as it is a recurring theme throughout my did you pack and music video for the song "I know, it is featured many times in the club scenes with the use of green strobe lighting so there is an immediate connection with the music video. In relation to the other colours such as purple and blue there are no direct correlation however they do link with conventions of the dance genre as these are common colours found when researching other dance genre music videos which is the main factor for incorporating these colours. Do use of the black background is to make sure that the bright colours stand out further to the audience. I would consider this particular image very conventional was the dance genre as we say a pair of DJ decks which of course are used in every single dance genre song as well as by DJs who are part of the same genre. The colours shown as previously mentioned add to the conventions of the genre as there are many bright lights which is another contention of the dance genre, this connect again be seen in many music videos where scenes of bright flashing lights are playing or popular environments in which dance music is played such as clubs. The image used consists of DJ decks, my reason for using this image is to make the Digipak more relatable as many of the audience maybe aspiring DJs interested in the dance genre so there is an immediate connection as they to and they use similar equipment. Another reason for using this image is also going to father relate to the doctor both artist and the audience have the same interests which of course is dance music, DJ decks are always related to dance music so therefore it is very fitting to the Digipak. There is no set the layout however the design of the image is quite unique, the image has of course been edited to incorporate many different colours onto the DJ decks this is to make the image standout further to the audience and make it more exciting. 

The main colour showed hair is a green tinge that tents the entire image, the reason for using this tint  is that it further relates to the theme of green colour is used throughout my digipak and music video. It also again a common connotation of the dance genre as it used very commonly in dance music video. This may appeal to the audience as they will have noticed that the general theme of the album or digipak is a reoccurring use of the green colour. The colour also brings more vibrance to the image as the image seems less mundane which is very subversive of the dance genre. In relation to conventions of the genre this image is not entirely conventional as there are no real connotations of the dance genre however it does show the environment in which the artist regularly surrounds him self in which creates a more personal touch to the did you pack as the audience that able to find out more information about the artist, although quite commonly dance genre music videos show very glamorous locations. The image used shows a skyline of London with parliaments, Big Ben and the river Thames all shown in one image. The reason for using this particular image is to give the audience a greater understanding of the environment in which the artist surrounds himself which is clearly central London it also implies that the artist has quite a lavish lifestyle as he is able to often visits or see these sites. The layout shows a list of song titles on the album going down the left hand side in order to voice blocking the main attractions of the image, there is also a barcode on the right hand corner which is essential on all albums. The typography used on the image is a simple text which shows the names of the songs on the album, the reason for using a simple text is to avoid taking complete attention away from the photograph. Another reason for making the typography white is to stand out at the same time as the audience need to be able to read the names of the songs clearly which will not be possible if the colours clash.

Within this image the colours I have chosen to use our variations on the colour purple ranging from light purple dark purple. The reason I chosen to use this colour is to stick to the conventions of the dance genre as this is another popular colour as it is a very vibrant and bright these are qualities found in many of the stars of lighting used within dance music videos and any other environments such as night clubs which are associated with dance. There has also been the use of the colour white for writing which was chosen in order for the message to the fans to stand up further as ultimately this is the main attraction of this image. This poster Will appeal to my target audience as they will this image as quite exciting and thrilling do you to the bright colours used and the way in which the strobe lighting is captured, the editing also use on this image such as the purple overlay and texturised affect also add to the pill for the audience due to the uniqueness. This image overall conforms complain they say the conventions of the dance genre, the purple strobe lighting in the background is very commonly seen among this genre both in dance music videos and in Columbus which is another popular connotation of the dance. As previously mentioned the colour of the strobe lighting would also be considered conventional due to it being very vivid and eloquent qualities, the reason I chose to conform to conventional connotations is so the audience would have a greater pill as when doing research previously I had discovered our chosen demographic preferred conventional dance aspects. The font used would not be considered conventional as it is not considered to be very distinct in relation to the dance genre so I decided to go for a more subversive approach in order to make the font look more authentic. The image are used was of a strobe light that emitted purple lighting as previously mentioned my reason for using this image was to be more conventional to my chosen genre and this image would be easily relatable to the audience as they may have seen this style of lighting in a club or a music video which creates a more instant connection between the audience and the image. The layout and design would be considered quite unique and impressive as the overall design would be fitting to the desires of the audience. The layout was kept quite simplistic as the purpose of this image is to showcase the personal written image from the artist which this image does, however in answer to this the written message had to stand out against the bright background. The typography used shows a hand written style of font, my reason for choosing this particular style of font was tonight they message saying no realistic as it now seems to the audience that the artist himself has hand written the message.

Within this image I have chosen to use a variety of green shades and black colours, my reason for using these particular images is that the green especially continues the general theme of green lighting that has been used throughout my music video, magazine advert and digipak this then creates a connection with the audience as they gain a greater idea about what the themes of the album and artist are. Another reason for using green colours within my front cover is that it is very conventional to the dance genre as during research that was a key colour that we had seen being used with strobe lighting and other aspects of dance genre music video so to keep with conventions it was a colour that I ensured was used in various locations. The black colour was used for the silhouette of the crowd members as they needed to stand out against the brightly coloured background, the silhouette is an important image within this slide of the digipak so it was important that they were highly noticeable. I would consider this slide of my digipak very conventional as it the overall image is of a club or party scene which is highly associated with the dance genre, there are also other aspects such as the strobe lighting that can be seen in the background which would again be considered very conventional due its presence to every club and music video. The busy crowd is also conventional as many people enjoying dance music together is a common connotations associated with dance as it can be seen at concerts and clubs. There are two images used which is the club setting which shows the club environment and strobe lighting as well as the image of the crowd. The reason I have chosen to use both of these images is to remind my chosen demographic of their own similar experiences that they have had in a club and these two images allow them to relive those moments which will cause them to appeal higher to my album front cover. The design of the particular slide is designed to showcase a club setting with the artists face in the background, the reason for including an image of the artists face in the background is so the audience then associate this type of environment with the artist. The layout shows the album name in the top left hand corner so it is noticeable to the audience alongside with an image of the artist on the right.

In relation to my struggles with photoshop i often came across difficulties with finding various tools such as colour overlays and being able to crop images to combine them with others. In order to overcome these weaknesses i decided to research ways to locate and use these tools using the help of the internet and various tutorial videos. Although i had weaknesses my strengths were that i was able to learn how to use this piece of software relatively quickly despite never having used it which gave me a huge advantage as the process therefore became far more efficient .

Generally i feel as if my digipak adheres to a relatively large amount of conventions however there also subversive aspects such as the image of the London skyline which not often seen within other digipaks. In relation to the conventions of the digipak there are uses of many colourful lights which would be considered to be a very large convention of the dance genre as it is seen to be used continuously. In my opinion i would most definitely agree that my chosen demographic will like the digipak that i have created as it allows them to have a greater insight to the artist which is a major factor as to why they would purchase a digipak and also gives them an idea of the general theme of the album which adheres to the conventions of the dance genre.Creating a digipak will certainly create a deeper relationship between the audience and artist as the demographic gain a greater insight to the artist which makes the audience feel as if they know the artist on a more personal note. 

Music Inspiration- Miss.Gerogiou

Throughout my research inspirations have been a key been aspect in terms of planning for my music video.These inspirations are essential as they allow us as a group to take certain elements from other music videos regardless of genre and incorporate similar concepts into out own. Through the inspirations we are also able to spot conventions when looking at other dance genre videos which are quite essential for us as we need to incorporate these in order for our music video to be more conventions, for example the use of fast paced editing in certain music videos.

The first inspiration that we identified when researching for inspirations was "Touch" by Shift K3Y", from this music video we were able to find certain elements such as strobe and neon lighting that we would like to incorporate into our own music video. The strobe and neon lighting used throughout this music video shows a wide variety of colours such as orange,blue,pink and green which are on a black background which helps for them to further stand out. The music video Touch is mainly based around performance with the artist singing and dancing and throughout, this is a style that we have not decided to incorporate into our own music video as we fill the use of narrative is more appealing to the target audience. Throughout the music video you artists it is represented as quite musically talented through his singing in the video, as well as this he seems to look like he is quite comfortable with women which there is evidence of from the  flirtatious facial expression from the female in many of the scenes. I also took inspiration from some of the editing styles used such as the jump cuts which are placed in tempo with the beat of the song, this also matches Goodwins theory as like previously mentioned the video matches the beat of the song. The jump cuts help to give the music video a sense of excitement for the target audience which should hopefully make our music video more appealing. The use of Goodwin's theory through jump cuts may also benefit the audience; by matching the visuals with the lyrics the audience may feel more connected to the lyrics, this will help them engage with the artist throughout the video. 

Additionally as a group we also take inspiration from the song "club can't handle me" by Flo Rider. Our main and only real inspiration from this music video was the repeated use of the club setting, other microorganisms such as cinematography and lighting helped to portray the club setting in a more vibrant and fun atmosphere. In reference to the lighting there was use of colourful and vibrant lights which made it even more apparent as to how essential lighting techniques are in order to create an effective setting. These micro elements benefit us as they follow conventions of the dance genre. From the music video we have also Decided to use long shots In in the club setting this allows the audience to see more of the surroundings and the emotions that are admitted within the party atmosphere which are quite key when it comes to the dance genre. The artist is represented as someone who likes to have a good time within the club setting and clearly has fun which is a similar representation that we wish for our artist to have.

Another dance video that i gained further inspiration from was Levels by Avicii. The main inspiration taken from this video was the office setting at the beginning, it was a relatable setting which had not been used in many dance music videos which therefore also made it unique. This setting along with the club setting allowed us to show a contrast of dull and exciting atmosphere which many of the target audience will have experienced. The use of this setting will help the audience to get a better idea of the artists persona and general representation of himself. The artist for Levels is not actually shown in his music video as it consists of just performance and narrative which doesn't allow for us to to take any inspiration. The relate what setting does not comply attend the conventions of the dance genre however it will allow the target audience to create a better relationship with the artist. The target audience will be able to relate to the office setting and the club setting and the emotions they have towards both, they will also be able to say how successfully artist this which may make him also more desirable to the audience.

Although this music video is a not from the dance genre we were still able to take inspirations from it.Editing plays a key role in the style of the music video and makes the music video far more spectacular. In the video the colour filters many times whilst drake is in a bedroom, the lights are fast moving and quickly flash from blue to red and also yellow. This shows the audience that Drake has a fast paced life style which is a similar style of life that we hope our artist will present. Goodwin's theory is also used  as it matches with what he is saying 'I know way to many people that I didn't know last year' as the people being shown are blurry and unrecognisable, which shows a clear relationship between the lyrics and the visuals.The majority of this music video if not all of it is performance which tends to be the case with rap genre music videos, however this is not the direction that we plan to have for our music video. In terms of conventions this music video is not very conventional as again it is not from the dance genre however certain things such as the coloured filters could be considered conventional to the dance genre as they tend to be used quite a lot which is why they will be incorporated into our own music video.