A music video of the same genre as our chosen song

Our chosen song which we will create our music video to belongs to the alternative/indie electronic genre, similar to that of the artist 'Owl City' who are an alternative electro group. This chosen song is similar to ours in the way of its general electronic alternative feel, with a strong lead male vocalist over the top. It's tempo is also similar due to the minimalistic pace at the beginning of the song, until it gradually increases building up to the climax of the song.

The first opening clip introduces the audience to the setting in which the music video takes place. From this first opening shot, the audience can establish that it is in an Urban city, due to the tall skyscraper like buildings against the sky. 
This is a typical characteristic of the electronic genre, as an urban setting has connotations of a busy, bustling and cool location, whereby something is always taking place, and somewhere that everyone wants to be. It is most likely to also be where the audience of electronic music are located.

Another example of an urban opening
clip 'The Prodigy-Voodo People'

An opening clip of an urban setting is used in a vast majority of electronic music videos, including other well known examples such as 'The Prodigy'-Voodo people, where we again see that the opening clip clearly establishes an urban setting through the road, street lamps, and buildings.

However, this urban electro feel is altered when the next few shots are shown, of the well presented artist performing, and playing a piano in an abandoned looking industrial area. This is because singing and the piano are old and traditional, and so combining it with electronic music is rather post-modern, and as it completely contrasts the original electro tone it hence brings out the alternative undertone into the music video.

This mix of urban electronic, and more natural and traditional feel is also portrayed through other aspects of mise-en-scene, such as lighting. At the beginning of the video it has a gentle quiet tone,  and the scene is lit using natural sun setting colours so that it has an organic feel to compliment the start of the video. The aesthetics are carefully structured to look peaceful and natural, as for example he is mainly in shadow as if they do not want to ruin or interrupt the beauty of the scene with false artificial lighting.
However, as the song progresses and the song develops and leads towards the chorus, a gradual sense of arterficialness is introduced, not only through the increase in electronic music, but also by the floodlit scene, such as in the screen shot of the example below, whereby they are supposedly in darkness, but still well lit, and crystal clear to the audience.
This element of artificial lighting is then developed further during the chorus of the song, and edited in post production to become a concept of the video whereby a beam of light emanates from within the characters and leaves trails of their paths, as if they are alight with energy and excitement from the music upbeat electronic music.

After effects lighting used.

The editing too complies with the pace of the song, as it orginaly merely cuts from one scene to the next to the pace of the song, however again as it reaches the chorus at 1:14 fast cuts from a multitude of angles, making the image of the artist flicker before the audience, and conforming to the quick cuts and cut aways usually used in an electronic music video.

Characters joining together at the end of the video

The music video begins as if it has a paralell narrative, but ends with an interweaving narrative, as several different locations and characters are shown, and they cut away from one to the next, until the very end of the narrative where we see all characters running onto the scene of the artist, until he too moves from the frame, as if the music has united them all.

Aspects that we will incorporate into our own music video:

-The urban setting, which after a large amount of research, I have found to be in predominately all electronic music videos and therefore I think would be wise to use this convention in our own music video.
- An Interweaving narrative of two characters who are joined together in the end is now an idea which we may use in our own video.
-Strong lighting and key themes of lighting in general seem to be a dominant centre focus in electronic music videos, and we may decide to add into our video, however as ours is more indie and alternative than videos such as this, we do not have to stick to all the conventions, and can comply with the quirky nicheness of our music track.