We did a lot of research for our pop video such as finding locations sites. We also watched many of music videos to give us inspiration for the making of our own, there was one in particular which we did imitate a lot, Stress by Justice the music video made by Romain Gavras,t he hole feel and concept of our video really comes from this one. Keith Negus lists the major common generic conventions of a pop music video, which are: • The explicit and unashamed promotion of the artist’s “image” (aesthetic/generic/ideological) as a specific product with a brand identity, ready for mass consumption. • The featuring of the artist (almost without exeption) • A wide and extensive range of shot types, camera angles and movement • Many short shots: high ratio • Repetition of reoccurring thematic elements and generically specific iconography (one key element often being dominant and providing the skeletal structure for the promo) • A possible narrative structure • A possible performance element • The flexibility to disregard Realism! • Shots cut tightly to the beat of the track • Use of special effects (lighting, animation, CGIs) • A carefully constructed Mise en Scene appropriate to the content and tone of the track • High impact instantly! • Discontinuity editing We looked to imitate some of Negus’ conventions of a pop video, such as having a performance element, a wide extensive use of shot types, shots cut tightly to the beat of the track and the featuring of the element or High impact so that we could follow Barthes theory of “plaisir” and “jouissance”. We also subverted some of these conventions such as the use of special effects, the promotion of the artists’s “image” we prefer to have our artist unknown and unseen, which is why when there is the performance element of the pop video our artist covers his face with a hat to make him unidentifiable. We knew from that moment that we wanted to create the same fear and repulsion as the video above had done, this coupled with the sense of disequilibrium we felt was the foundation for a good pop video.
One of Keith Negus’ conventions is to use a wide and extensive range of shot types, camera angles and movement . For all the gang shots we used handheld style filming to really get that realisms and grittiness feel to our video. To give our shots a more original feel we used odd angles (as you can see above) , we also used a few slow motions shots to really give our video that impact, “wow” effect. This really took the audience in the heart of the action and video so that they could relate better to the characters. 
Our does not have an abrupt end but instead of this, the video fades out, leaving the conflict unresolved therefore leaving the audience wanting more. This in is as reflection on modern society because most conflicts of a similar nature are left unresolved, such as knife crime and gang violence.
This shot really shows how we were trying to convey the brand of the artist’s image threw the pop video. This burning car shot really shows what lives the gang members live in a day to day basis. One of Negus’ conventions is “high impact”, we conformed to this with this shot because we create a missive build up and chose a part of the song in which the beat of the song builds up to and then we delivered this shot giving our audiences high impact. Everything from the gang scenes was all improvised so instead of following storyboards we used the location to create the film, only filming things that we thought would look god and which the audience would like. However we had intended from the beginning to have the burning car in our video and the flares too.
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