Evaluation Task 1

James Chivers

Music Video's include a variety of different shot types to maximize the artist the location and emotions shown in the video. We knew it was important to show the artists emotions throughout the video so the audience could understand, to an extent, what the artist is going through. We achieved this with the different shot types, and in particular close ups. This then uses the conventions of an R'n'B music video by following what is usually perceived to be seen in the same genre video.

Yet again, the panning shot in this case, is to show the artist's emotions as we get a full prospectus of how he feels about the situation but in camera movement form. Just like the previous comment, this follows the conventions of a typical R'n'B music video.

This screen shots represents the mise-en-scene of the video. In the video we first see the artist with his hood down before he knows his girlfriend is splitting up with him. Then as soon as she walks away, the hood goes up. This reflects the artists mood and vulnerability that he feels at that moment. Also, the shot being dark lighting through ally ways as such through town shows how he wants to distance himself from others and wants to be alone and reflect on proceedings. This also follows conventions of this music video type and likewise with the clothing. High tops, black jeans and a hoodie is typical fashion of an R'n'B artist.

Jump cuts are used mostly in music video's as the editing technique that can provide the sudden change of location and change from one scene to another which is important to give the audience a better prospectus and to keep them entertained. Here we also used de-saturation to use another effect, and so we gave another view of the relationship. I feel that we challenged the form of editing in an R'n'B music video as there is not often flashbacks of the 'happy days' but often just on how the artist is feeling at the time.

Here is a screen shot of a dark setting representing the color of the video, and the mood of the song which can be represented as dark and sad. But this is not the usual colours seen in a R'n'B video. This is because we normally associate R'n'B with bright colours, mainly white, and more Rock styled video's to be of a black/darker background. Here i think we are challenging the normal conventions of this genre.

This screen shot shows how the video consists of a narrative by the use of the dialogue from both characters. This narrative is present throughout the video, as shown by the flashbacks referring to 'happy times' and then back to 'reality' and the present day. When first listening to the lyrics i knew we had to stick with a narrative to allow the video to make sense. This then doesn't follow the normal conventions of an R'n'B music video as they do not usual follow a storyline, but mostly follows the genre.

We decided that we should sell the artist as much as possible. This is because it is a typical convention of an R'n'B video. But at the same time we also wanted to draw as much attention to the lyrics and narrative. However, we used a range of different shot types i.e close ups and long shots of the artist centralized. We did this to show that the video and song was all about him and for the audience to focus on him and his feelings.

This is an example of voyeurism. The way the artist is walking away and the camera following represents him trying to walk away from the situation but the feelings and thought (camera) following and that he can't get away from them this easily. I feel we challenged the typical form as usually the camera is constantly on the performer as with R'n'B they are focusing on the artists wealth and fame rather than the song, usually.

The lyrics of the song are shown to be very illustrative during the video, as the video relies on the lyrics to shape what happens and what the scenes are in the Music Video. In this screen shot, he realizes that what they had is over. The artist shows this by shaking arms and walking off as if he is walking away from the girl. in a way I believe we are challenging usual conventions and forms as not often does the video concentrate so much on the lyrics of the song.

Throughout the song, it sticks to the same beat and tempo so this is then represented in our, to a point, slow cuts. this is because we usually associate quick cuts with up beat songs like 'One Direction -Live While We're Young' as this video shows them having a good time at party etc. Whereas this song is slow and upsetting so we had to cut to reflect the mood. But towards the end we Incorporated a section of quick cuts as the song came to a close to show how quickly the relationship had come to an end. We also changed the location as the chorus came in. This was when the flashbacks were used as this was when the mood changed in the song. But when the chorus had finished, the artist got back to the present.

• This magazine is in the same location of where the first few scenes of the music video was set to show a link between the two. We also gave the magazine a blue tint as we believed this gave a 'frozen' look this to link to the title of the song.

• The inside of the digi pak shows the artist sitting alone with a dark scenery and dark lighting around. This then links to the mood of the song with the darkness. This also links to how the artist feels during the video, alone and vulnerable.