For my media production I chose
to produce a music promo package. The song I chose for my music video was
“Imagine Dragons – Radioactive”, which belong to a hybrid genre of Alternative
Rock/Electric Rock. I decided to go against the mainstream music artists
ideology and conventions; however, I did follow the rock conventions and
challenge them at the same time. I had created a music video which do not
follow the mainstream conventions and mostly reflects independent artist’s
videos. My music video follows the conventions of independent artist’s videos and
rock music videos by focusing on creating invented and emotional effect, same
as the music has on audience. Whereas, the mainstream conventions focusing on presenting
the favourite artist/band who perform the song.
Commonly we can see in those
videos abstract montage of clips, which are edited specifically to the beat of
the song. Also, as such videos do not feature any form of performance by the
artists, they reflects the emotions through the music. In my music video we can
see that I did followed this specific convention, as I used the montage clips
which reflect the beats in the music and regarding the artist, I am not using
any performance.
By making the hue of my music
video shadowy, I followed commonly known rock convention; which usually is
quite dark but with the high contrast levels, in order to give the video an
overall dark and edgy tone which I planned to achieve. 
Whereas, as I mention before I
challenged the convention by using artistic view point, and do not showing my video
through performance of the artist. The rock music videos are usually incredibly
performance based, shots which are used covers the whole band playing, but
still mainly focusing on the front vocalist. I decided that even as the song
which I chose for my music video is played by band Imagine Dragons which do
perform in their real video, I wanted to show the emotions which would
highlight the tone of the song rather than present the performance of the band itself.
By using different layers on top
of another, I needed to reduce the capacity of top ones in order to create
ghosting effect which in my opinion reflects the feel of the music and its
lyrics; by forming a fascinating and hypnotic outcome. This particular
technique interest me and catch my eye thus influencing me to create an
abstract layers which focus more on moving images rather than on artist. Such
convention is not seen in common rock music video, but is more likely to be
seen in independent artist’s videos. Even in narrative rock music videos many
shots focus and present the band performing. 
Regarding the editing conventions
which are used in rock videos, is usually snappy and fast paced to match the
normal fast tempo of the song, but I have used the slow and fast motion effects
which underline the particular parts from the song lyrics; like inhale and
exhale the air. In my opinion, this creates a feeling behind the music and
reflects the emotions of an artist who sang it. We can still see the Kevin’s face
who inhales the smoke, which I have created by reversing the shot in which he
exhale the smoke and add the layers on top of each other, reducing the capacity
of the top one ending up with the planned result.
I thought that I could present
the ideology of the song behind the story of my music video. The creative way
of showing the feeling of an artist at that moment and to let the audience feel
the effect of the nightmare which he feels inside and outside himself.
I planned to create a
metaphorical and surrealistic world in which he is watched and followed by
antagonist character, who reveals to be him from the beginning at the end of
the video. I wanted to give a sense of mystery by using antagonist character, which
wasn't introduced to the audience and therefore gives an enigmatic look to my
video. 
Moreover, as I planned from the beginning
to create an abstract video, I can see that I also used a simple narrative
story as it tells the audience what is going on in the video and how it should
be interpreted. The rock music videos are also using narrative story lines however;
it is very likely that they would show many shots of the band performing the
song. I challenged this convention by creative an abstract video with artistic
perspective which gives an audience the freedom to understand but also
interpret my video form their own perspective.
Nonetheless, I do follow the
convention of using the dark story line, which matches the dark sound of the
music and deep meaning of the lyrics. Also, I used and at the same time
challenge the conventions of costume which my character wears. In real rock
music videos the performers are usually dressed completely in black clothing,
appearing as stereotypical rock/metal listeners/performers with multiple
piercings, dark makeup, and a dark and edgy demeanour. Whereas, I used more
modernised style of dressing; jeans, black jumper, white t-shirt and black
jacket, without use of any make up. However, the use of props in my video is
conventional for rock music videos, as I am presenting my artist while he’s
smoking what is well known and often seen in rock videos. 
In my opinion my music video is
self-reflective, because we can see an extreme close ups in which Kevin is
directly looking into the camera; creating direct eye contact with the viewers
but at the same time he is aware of the camera which follows him what is
postmodern. Then after he is closing his eyes in first seconds of the song we
can see a long shot which reveals him walking from behind the camera which
immediately draws the audience into its fictional nature of a nightmare, which
I planned to achieve from the beginning. 
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