I feel the location we filmed in (see pics below) had an effect on challenging the conventions of a typical music video.
We picked a run down, derelict location for the characters to go crazy and vent their fustration and pent up energy (It should be noted that we gained permission to destroy certain parts of the run down area, we took precaution and provided our old broken items to destroy as well as the junk we could find).
In a typical indie video you wouldn't usualy see this type of setting and location, I personally feel that the location suits the grunge/rock genre more then indie due to the run down, rebelious look. This does not mean that it does not suit our production as I feel we did an excellent job on picking the area.
The angry and fustrated emotions shown in the video are similar to that of "The Pigeon Detectives" who have a similar fustrated theme which shows we have stuck to some codes and conventions while challenging them with the location.
Our characters were kept in costume throughout the production, this created a sense of lost identity and anonymous persons.
Like many music videos we used a "protagonist" or the leader of the band who was shown in the majority of the clips either solo or within a group, this ment that the video had a "recognizable face" that would give a sense of familarity to the viewers and provided a direct association.
The mask above is seen throughout all of our work including our ancillary tasks.
The title we used was basic but gave the song an identity and gave the viewer the infomation they needed.
Here is a comparison with our title being in the bottom left hand corner:
As you can see we have followed the convention that all music videos follow regardeless of genre, keeping in the general lines that seems to add authenticity to our media production.
The editing including speedy transisitions and kept the pace of the song, keeping the clips and music in sync and making them appear parrell was key in sticking to a convention. We needed the video to have purpose and reason, having mis-matched audio and images was not our aim and would of broken a convention that only seems ok to break if the actual video has a purpose in the first place.
The idea of Fraud was carried out through the speed and energy depicting fustration thanks to loss of identity. Youth today seem to merged as one, and seem to have lost their individuality in the eyes of the media, indie music can depict this along with our video showcasing that the cast have no identity relating to youth culture. The masks keep identity sealed and the cast vented out their emotions by "trashing the place" and running around, the camera had to capture the energy in order send this message across. If we edited the video at a slow, uneven pace then the production would have failed.
Striaght away the listener will know the genre is indie, and as the protagonist moves on he gatheres followers which matches the lyrics. Matching the lyrics is also another convention I feel we have achieved. It should be noted that the lyrics show some form of 'angst' which is most typically paired with teenagers, which agian indie can relate to the youth crowd in todays society.
To conclude the answer, I would like to say I feel we have kept in the conventions of a typical indie music video while slightly challenging them, with a different outlook on the scenario and a unusal location that is not commonly used for indie videos.
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