In my music video I use many of the conventions of a pop video.This way I can make sure that my products have an industry look about them. I made sure to look a wide range of videos and digipaks to see which conventions worked well and which didn't.
One of the conventions that I used was the idea of a 'star persona', as put forward by Andrew Goodwin. I did this by using close ups and shots where my singer/actress were the main focus to sell the artist to the audience. This is because I wanted the audience to have a clear idea of who the star was, creating a closer relationship with the audience and giving them a clear idea about her identity. I also made sure that I continued this technique in my digipak and digipak poster.
Another way that I used conventions of the genre was through my use of semantic elements and syntactic elements, a theory put forward by Rick Altman. Semantic elements are signs/elements for the audience to recognise as part of the genre. In pop it is typical to modern fashion, as seen in my products.
This is shown through my use of fashion, keeping the look classy and elegant, as Adele did in her image. I decided to use mine-en-scene in this way as I realised that it was an important part of pop videos. This was also done by using lots of bright colours and high key lighting to help relate real issues to a younger more naive audience, typical of the genre.
For my syntactic elements, I decided to focus on the idea of heartbreak, relationships and betrayal. These are very common themes to focus on in music videos, especially the pop genre.
This links with Neale and his view that "genres are instances of repetition and difference." I decided to repeat these key features as I feel that they will help make my video more professional and fit in with the retro pop genre better.