In what ways does your media product use, develop or challenge forms and conventions of real media products?

The 6 conventions Goodwin had, that music videos generally follow were

1. Music videos demonstrating genre characteristics

2. A relationship between lyrics and visuals, the lyrics representing the lyrics through images

3. A relationship between music and visuals, the tone and atmosphere suiting the music

4. Many close ups of the artist (to meet the demands of the record label)

5. Frequent reference to the notion of looking and particular voyeuristic treatment of the female body

6. Intertextual references to films, Tv programmes etc.

We followed the first three of the 6 Goodwin conventions however vaguely followed the latter three, our genre was an alternative rock/electronica genre, therefore we decided to come up with an idea that was unique, and really quite 'alternative' for a music video. The song really is quite a unique song therefore we had to think of an idea to fit the music and lyrics of this song, following convention 2 and 3. We believed the first three conventions to be the most important conventions as they really define a music video, and to emphasize the mood the song creates is what we believe music videos should do. However the latter 3 conventions we didn't find as important so we only followed those conventions if it was necessary to do so in order to fit the first 3 conventions.

We included close ups of the artist only to fit the slight narrative aspect of the music video, and we only focused on referencing the notion of looking to fit the atmosphere, for example with POV shots and with the shot of the main character appearing at the end of the bed, this is in the Point of view of the person sleeping, in order to fit the sinister mood of the song, and the lyrics of the song. We didn't include any intertextual references in the music video to any other films or TV programs with intention as that wasn't what we believed was important about the music video. The main reason why we chose not to use close ups in order to promote the artist, or used intertextual references to any media outside of the music video is for the reason that in doing a song like this one we chose to isolate ourselves from the real world, and from anything that seemed normal, as our full intention with this music video was to focus on the surrealistic and the delusive.

We used simple, yet abstract ideas such as a small light brightening and a man stood in a city with the public fluttering past, along with the sky darkening for the sole reason to connect with the mind through the medium of music and moving image. This is something new if we are speaking in the terms of mainstream music videos as the mainstream music industry is a lot like a business, using music videos to promote the artist rather than to express the music and maintain the atmosphere of the song through image, we decided to break from the convention of promoting the artist to do something a little more unique.