From my research and planning, I found that its very important to follow the conventions of a music video, especially when shooting a production that falls into a particular genre of music as its important to connect with your implied audience and listen to their needs/what they find entertaining to watch.
When researching the conventions of real music videos I discovered that each music genre generally has different conventions from each other as they are produced to aim towards different target audiences by the artist/s. Therefore as Sam Sparro, the artist of the song 'Black and Gold', is a dance/pop artist, it was important for us to do our research into this particular genre so we can produce a video that will entertain the watchers. From this research, I found that most pop videos were narrative based, so as a group we came up with a story line to keep our audience interested throughout.
Our music video followed the relationship of Sparro and a mysterious girl, who are together at the beginning of the music video but throughout we learn that she isn't really there at all. This is shown in the above screen shots, where the characters are seen gazing at each other, and then in the next shot she disappears into "a bunch of matter" (which links with the lyrics of the song). Pop and dance music videos also usually feature a lot of colour and have quite a lot going on to translate with the high tempo songs, so we filmed the majority of the video in front of a green screen so I could add the special effects in later on in the post-production process.
Another general convention of a music video I found was that it's important for the audience to identify with the main artist and their image/genre, so we filmed many close up shots showing Eoghain and his love interest.
You need to add in more on what the codes and conventions are- what about Goodwyn's theories or Laura Mulvey?
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