The fact the singer starts from afar challenges typical music video conventions as the attention isn't directly focused on the artist. The dark lighting of the shot expresses

the eeriness of the music video. The fact the artist is wearing black and white expresses the two sides to the artist as we wanted to portray her as an artist with a

dark side as well as a friendly side. This conforms to typical media conventions as normally the artist needs to have a likeability factor in order to achieve fans

The fact we incorporated dancers into our music video fits the typical media conventions however the fact we reversed and alters some shots channelled these as it made the dance un fluid and jittery.

the dark lighting is contrasted with the use of the spot light with focuses the audiences attention onto the dancers. The simplicity of the shot is quite unconventional as usually dance sequences involve different shots to make it look more interesting and dynamic

Below is an example of this that I found during my research into dance sequences within music videos, although the music video has a different genre the dark lighting and simplistic background inspired us to alter this convention for my dance piece in my music video

The odd close ups of the singers eyes are slightly unconventional of music videos as it portrays the artist in a less glamorous way, however the fact our video incorporates close ups is conventional as due to development in technology and the fact many people watch music videos on their phones and laptops the artist still have to seem huge and popular.

the dark background adds to the eerie feel of the video and fits in the genre of our music video

Close ups area typical convention of music videos for example Miley Cyrus ‘Wrecking ball’

The use of colour in this shot adds a dramatic contrast to the rest of the video, the use of a close up fit with typical music video conventions as it adds to the singers star image.

Above is a still from Niki Minaj’s music video ‘Starships’ unlike my music video it involves a lot more colours but the use of this close up suggest she is confident and adds to her star image, this makes fans interested in her as they see her as a big star.

This shot of the singer not singing and looking off at the side/screen challenges typical media conventions as the artist looks different and unusual rather than mainstream pretty.

The use of quick cuts to the different amount of ink dripping creates a trippy effect.

The use of overlapping images challenges media conventions as the image of the artist is obscured. So the attention isn't fully on the artist. Also the use of

negative image where the ink is on top of the artists face creates a edgy and different effect. This is also seen however in Miley Cyrus’s music video ‘Adore you’