Conventions — Statement of Intent
1. Performance footage — USE
I intend to use performance footage throughout my music video, showing one of the girls playing both acoustic and electric guitar, alongside lip-syncing. This follows the conventions of alternative music videos, where instrumental performance can reinforce the artist's musical identity. I will film a combination of close-ups of the instruments and wider shots of the performer to create visual variety. This will appeal to my target audience of 16–25-year-olds who enjoy alternative music, as it foregrounds the music itself while creating an authentic, intimate atmosphere.
2. Narrative — DEVELOP
I intend to develop the conventional music-video narrative by following two girls living parallel lives, completing mundane activities such as eating cereal, washing their faces and playing video games, before eventually reuniting. Rather than relying on a straightforward chronological storyline, I will use cross-cutting between the characters to gradually establish their connection. This unconventional structure will encourage my target audience to interpret the relationship for themselves, appealing to audiences who appreciate ambiguity and emotionally driven storytelling.
3. Low-key lighting — USE
I intend to use low-key lighting, strong shadows and contrasting light sources to create a melancholic and slightly unsettling atmosphere. This will be particularly effective in the performance sequences, where dramatic lighting can emphasise the emotional intensity of the song. I will contrast these darker scenes with more natural lighting during the girls' everyday routines.
4. Everyday locations — USE
I intend to use recognisable locations, including bedrooms, bathrooms and corridors, to represent the girls' everyday lives. This follows the conventions of alternative music videos that use ordinary environments to create a sense of realism and authenticity. I will contrast the familiarity of these locations with more unusual framing and lighting, making ordinary activities appear emotionally significant. This may appeal to my target audience because the settings are relatable, while the visual treatment gives the video a distinctive artistic identity.
5. Handheld camerawork — DEVELOP
I intend to develop the use of handheld camerawork by varying its intensity throughout the narrative. The mundane activities will mainly use static shots to communicate routine and stillness, whereas the performance sequences and moments of emotional intensity will incorporate more handheld movement. This contrast will reflect changes in the characters' emotions without requiring dialogue. It will appeal to my target audience by creating a more immersive and spontaneous aesthetic associated with independent music videos.
6. Close-ups and extreme close-ups — USE
I intend to use close-ups and extreme close-ups of the girls' faces, hands, instruments and significant objects. These shots will communicate emotions and establish visual motifs without explicitly explaining the narrative. I will also use close-ups of the guitar strings and the girls' expressions during performance sequences to emphasise their relationship with music. This will appeal to my target audience because the intimate cinematography will make the video feel personal and emotionally engaging.
7. Editing and cutting to the beat — DEVELOP
I intend to develop conventional music-video editing by combining cuts that follow the rhythm of the song with transitions that establish narrative connections. Cross-cutting will show the girls performing similar activities in separate locations, whilst matching cuts will connect repeated movements between them. I will gradually increase the pace of editing during the more intense performance sequences, contrasting this with longer shots during quieter moments. This will create a dynamic viewing experience that appeals to my target audience's interest in visually expressive and musically synchronised content.
8. Fashion and costume — USE
I intend to use casual, individual clothing rather than highly elaborate or glamorous costumes. This will reinforce the naturalistic representation of the girls and establish a believable contrast between their ordinary routines and their musical performances. I will maintain some consistency in their styling to create continuity, while allowing their individual clothing choices to express their personalities. This will appeal to my target audience of young people who may value individuality, alternative fashion and authentic self-expression.
9. Representation — CHALLENGE
I intend to challenge stereotypical representations of young women by presenting both girls as individuals with their own interests, routines and creative identities. Rather than focusing primarily on appearance or conventional romantic imagery, I will show them playing instruments, gaming and completing everyday activities. Their relationship will be communicated through gestures, performance and their eventual reunion. This will appeal to my target audience by presenting young women as active, complex individuals and creating a more naturalistic representation of modern youth.
10. Mise-en-scène — DEVELOP
I intend to develop the conventional use of mise-en-scène by transforming ordinary objects and locations into meaningful visual elements. Bedrooms, guitars, mirrors, costumes and the lipstick-marked glass will contribute to the narrative rather than simply decorate the setting. I will use contrasting lighting and carefully arranged compositions to create an alternative aesthetic, even when filming in familiar locations. This will appeal to my target audience because it demonstrates creative visual storytelling and establishes a recognisable identity for my artist.
11. Narrative resolution — CHALLENGE
I intend to challenge the convention of providing a completely clear narrative resolution. Although the two girls will eventually reunite, I will leave some aspects of their relationship unexplained, using the final imagery to create a sense of ambiguity. This will encourage audiences to consider the emotional significance of their reunion rather than presenting every narrative detail explicitly.
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