Heavy editing is a commonplace convention of disco videos, in combination with bright colours and the upbeat tracks it creates an interesting visual image. I did incorporate the heavy editing convention into the video in order to keep within the disco genres exceptions for audiences. However, the kaleidoscope editing effect along with other disorienting shot effects are a type of heavy editing convention in disco that I chose to challenge. Taking Earth, Wind and fire’s September video into account they rely heavily on the kaleidoscope and other continuous image distorting effects, however, I have chosen to take this editing technique on board along with simpler colour editing techniques such as Walk the Moon’s shut up and dance and have a performance and narrative video that is visually intriguing yet not to overpowering. Thus fitting yet developing the conventions of editing disco music videos slightly.
Conventionally, extravagant make up and costumes are to be expected from disco music videos such as La Roux in her Bullet proof video. Extravagant glitter was trailed during the planning process of production, however, the makeup trialed didn’t work well with the neon aesthetic I was trying to create across the media products. Therefore the make up was kept to a minimal challenging the expected conventions yet in keeping with the male stereotyping of general media. Also the costumes sued for the artist of the music video were inspired from Mika’s smart casual appearance in clothing. Not only does the suit fit with the male stereotypical convention of clothing but also worked well contrasting the black backdrop and the RGBW 12 LED Stage Light DMX Par CAN DJ disco strobe lighting.
Lighting conventions of disco are to be bright and colourful of which I felt was truly met with both the lighting and colour overlay effects used from the video. Taking inspiration from Blondies heart of glass video in particular, this convention of bright contrasting colours is very much met and reflected in the performance element of the music video as well as the lighting of the fairground in particularly the waltzes shots.
Many locations were considered for the music video such as urbanized city areas mirroring Keizias hide away and Madonna’s hung up, nightclubs and roller rings as a fair ground isn’t a common convention in terms of the genre. However outside of disco there is effective videos such as P!NK’s who knew. Although initially the location of the video challenges typical disco genre conventions, I feel the location develops the genre a little as the colour contrast at the fairground complying with the colour scheme across the three media products as well as complying with the bright colour scheme of the genre, whilst still expanding conventions as a fairground is not as conventionally expected as an urbanized area, however, it doesn’t stretch the genre too far so that it is not fitting with the track.
Animation in disco videos are a common convention that I chose not to comply with on the grounds that I felt it didn’t incorporate well into the video nor the aesthetic and narrative I was trying to create. Videos such as Daft Punks Harder Better and Mika’s Lollipop are fully animated videos and this kind of video structure is very conventional of modern disco tracks. However the neon lighting choice of the fairground location of the video as well as the minor animations added to the digipak (the artists name and neon rings) I felt that challenging the typical conventions would add a different aesthetic for audiences to be intrigued by as it is not a typically expected disco video, more of a pop genre music video. Thus the video and artist stay relevant with the pop music of the modern day rather than mirroring the popularization of the disco genre of the 60’s and 70’s.
Music Video :
