We decided to challenge a lot of the conventions during the construction and editing process to better emphasis my brand and image I was trying to create.

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A convention of the Indie Pop genre that we decided to challenge was the way we heavily used lighting to create mood and atmosphere  and to to emphasis the lyrics along with narrative. Generally lighting used in Indie Pop music videos is high-key where the artists are clearly visible and their emotions are easy to see. We decided to use a lot of low-key lighting for our indoor content and completely natural lighting for our outdoor footage. By using the spotlight to create a secluded environment for our artists, its create a sad, yet mysterious mood and atmosphere, which made the artists personality  perfectly suit the narrative we were trying to portray.

By combining the low-key lighting scenes with the naturally lit scenes it create a bold contrast, which enhanced the strong mood created by the beat of the song. This is also an engaging way to attract our audience as by using strong contrasts the wont get bored watching an unchanging scene. We decided to challenge this convention so that out music videos use of mise-en-scene would standout against other music videos from the same genre.

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Although we decided to follow the clothing and props to some extent, a lot of what we used was to challenge to traditional convention of how they are commonly used and presented in the genre. For props we decided to uses a very limited amount of them and instead chose a much more minimalistic design where we focused on the actions and expressions of the actors to help create mood and atmospheres. The reason as to why we didn't decide to follow this convention is because we wants to emphasis on the boldness and sleekness of the song itself and what it already created.

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Another theory we decided to challenge was Tzventan Todorov's equilibrium theory, which suggest that most narratives start with a 'normal' state where the protagonist is happy, which is then disrupted by and outside force but is fought by the protagonist until the new equilibrium is restored. There are some aspects of this theory that could be applied to out music video, however, Our narrative does not begin with a normal happy element. Instead we have edited it so that our audience has to piece together what has happened in order to form a greater understanding of the narrative. This is also accompanied by the lyrics, which help narrate what has happened.

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