Following one of the few ideas I initially had and kept, I removed the use of voyeurism from the music video because it didn't fit with my general stereotype of the "geek". I also feel that as it is aimed at teenagers and young adults it is a bad influence and an incorrect representation of actual people. This discards a one of six of Andrew Goodwin's conventions of music videos. This video however does conform to his conventions as there are relationships between the lyrics and visuals, as it reveals the actual lyrics on screen and the vocals are in sync with the vocalists mouth. Intertexual references and iconography form the bulk of my videos conventional use and the music and the visual are consistent with each other through the displaying of instruments being played. Star image in the form of close-up shots are used to an extent but are developed to be used in an alternate way.
My reasonings to focus on the mouth over the whole face, is because this focuses metaphorically on the voice and not the context of the person. This subverts Richard Dyer's findings through Star Image Theory that the brand of the artist appears more prominent. This was inspired by the AS Media Studies regarding independent labels, which is what I Fight Dragons were signed to, at the beginning of my coursework (they have no record signing at the current moment of writing).
throughout the video there are allusions to other media texts such as the bow tie which can be linked to Doctor Who; comic-book panels; video game references like the Zelda colour usage (mentioned here) by the protagonists. This also shows an example of the clock/radial wipe, which was first popularly used in the Star Wars franchise (see below)
The Enigma code is a technique used generally in TV and film to mystify and intrique the audience which I have developed for my music video by never really revealing the artist in the music video as a way of letting the audience fabricate both the narrative and the protagonist from their own personal experiences due to my personal reasons believing imagination is a very powerful source of emotion.
My media product typically subverts to Andrew Goodwin's music video conventions, but not in a strictly conventional way as the close-ups are used but are changed slightly to extreme close-ups. This developing of conventions, conforms to Steve Neale's theory of "repetition and difference"within conventions to subtly create something unique but not being outlandish in style. However, as I have borrowed conventions from Film, particularly the captions and enigma code from Film Noir and silent film, parts of this music video conform to Rick Altman's theory that hybridisation is the way forward with genre. As most of the video is not black and white with captions however, one would class my video as conforming to Steve Neale's theory, simply developing music video conventions such as the removal of voyeurism and the cropping of a close-up to achieve the ECU and also removing emotion, subverting audience expectations.
As for the ancillary products, my poster and digipak are less conventional due to the very artificial look and style of it. The only noticeable convention used is that of layout conventions, using the rules of thirds, playing on the idea of the three band members and the three colours within the music video. Both the poster and digipak were loosely influenced by Muse's resistance album which can be seen here taking on board the circular image as the Primary Optical focus and underlining important parts of the product such as the title.
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