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To be able to use the existing forms and conventions of media products we needed to know
what they were, and investigate how they are used in real media products. At the beginning
of the project we looked in depth at these main conventions.

During my research of music video conventions, I came across the opinions of the theorist,
Andrew Goowin, who believes certain conventions make up a music video:


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After looking in depth how other music videos of
the same genre compliment Andrew Goowin͛s theory; as a group we decided to use,
develop and in some cases challenge these components within our music video.

Via our visuals throughout our music video, our narrative was largely based around the
illustration of expressive emotions. Our interpretation of the lyrics leaned towards the 

of ͚Fireworks͛ being a metaphorical emotion. However, an example of our vide o 


  

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 0 Goowin͛s theory is the use of the female performer. Although our
song incorporated a female artists vocals during the chorus, we used the image of the
performer rather then the actual person. This enabled to focus our mus ic video constantly
on how the male performer is dealing with his emotional turmoil, while also objectifying the
female artists role within the narrative.
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Our music video was based around a major fragmented narrative; constantly transferring
from two different locations throughout the video. Both the alley way and the car park
locations were used for both the concept and performance sections. We decided to
integrate both sections together in order to maintain the audiences visual and emotional
understanding between the lyrics and the narrative.

Instead of following the obvious portrayal of the title ͚Fireworks͛ by using them in our video,
we looked in depth into the lyrics and interpreted the emotional essence of the song.
Throughout the lyrics there are constant references to how relationships d o not succeed. As
a group, we then decided to base our music video around how someone may deal with an
emotional conflict/ break-up. This interpretation enabled us to use ͚Fireworks͛ as an
expressive emotion.

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Throughout our music video, we specifically kept to the regular conventions and sense of
our music genre ͚RnB/Hip-Hop͛. In order to do this, we wanted to use similar shots and
performance sequences viewers see in a vast amount of music videos of this genre. In order
to achieve this we has to illustrate the style and iconography of this genre. in terms of mise -
en-scene we dressed our artist in general ͚Urban͛ attire which compliments the genre of
music.
Other aspects to be taken into account where the locations and lighting ou r video was shot
in. The rural/ deserted locations we chose to shoot our video in complement numerous
music video of the same genre. It also corresponded with our desire to portray our artists
emotional state, being isolated from those around him. Lighting was another very important
aspect we had to take into account. Such is the case when we chose to film sequences in the
multi-story car park. This predominately dark location enabled the ambient light to be
illuminated into a state that complimented the artists emotional turmoil and isolation. This
type of lighting was also seen in numerous music videos of the same genre we discovered
during research.

! *

 . At the beginning of our music video, we began the sequence with a strobe
light effect, accompanied with a firework overlay. This impression left of the artists face
gives the impression of a firework show illuminating the artists face as he watches. The
strobe lighting although minimal, emphasised the impression of flashing fireworks which
effectively complimented the opening sequence. This strobe lighting effect is common in
sequences of other music videos of the same genre.

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. Throughout our mus c v eo, there are numerous shots of our artist c ose up.
This type of shot is common in nearly all music videos. By incorporating close ups
Throughout a music video, the use of close ups enables the audience to relate to the artist

in a much more personal sense. Through facial e pressions and eye contact, these close ups
give the impression that the artist is performing/ singing for you. Evidence of this type of

shot comes from the music video ͚Dead and Gone (same music genre). Similar to our artist,
T.I͛s body has been filmed up close.

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. Again, very similar to the use of close ups, in our video we approach
even closer. This shot basically is used to target the eyes looking no place in particular. We
used this type of shot to compliment the essence of looking into the past or trapped in self

recollection. Again, in the music video ͚Dead and Gone͛ similar e treme close ups are also
used.

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  . By researching into music video͛s of our chosen genre, we discovered that
the most common transition between shots other then a basic cut is a cross dissolve. Again
in ͚Dead and Gone͛, This effect is used to switch either to a different location, stance or
vantage point. Throughout our music video we used this effect to maintain the continuity of
the narrative and the lyrics.




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As one of our chosen location was a multi-story car park, we thought it would be a
good idea to incorporate some shots that deliberately shows that the artist is high up. This
idea has also been used Tinie Tempah͛s music video ͚Written in the Stars͛.