Alternative Pop Conventions

Here I have compiled several videos that fit into our alternative pop/pop genre. I wanted to investigate the typical conventions that are evident. The main artist at the moment that matches our target audience is Lana Del Rey. As I have seen from my previous research her videos typically tell a story. Lana Del Rey is often depicted as a retro, hipster style artist in this video however I think this is appropriate for the slow pace of the song. Whereas she is typically seen as more of a pin-up retro typical 'American Girl' through other videos. However I wanted to pick a video that diverted from this media depiction and took a different route, such as this one. What was interesting was the vast range of location shots but the use of a blue filter allowed all to appear seamless together. 

This is something I should incorporate in the post-editing stages of my music video by editing the brightness and contrast, for example, in order to avoid all the appearance of lighting etc. looking different. Therefore this will appear less noticeable by the audience and a more aesthetically pleasing video in terms of fluency to watch.



Here parallel editing is the main focus, as it cross cuts between the narrative style singing in front of an audience. This then cuts to a montage style editing of what the audience can presume is past events. This shows outtake, off the wall style shots, which enable the audience to try and deceiver these past events in her eyes. This is a typical convention used within her videos, and perhaps her own personal preference of her she wants her songs to be depicted; however I think this would be difficult to achieve with such a small budget. 

Especially as the mise-en-scene includes set up locations, such as the motel and bonfire which would require a lot of preparation and time which our music video lacks. However, I may use the inspiration from how these are shot for our music video because several shots comply with 'The Male Gaze' theory which arguably is a significant convention of typical music videos involving women as the centre figure, in order to draw a mass audience.