Bjork's music video to 'It's oh so quiet' directed by Spike Jones is an excellent example of how a music video should use conventions. The pace and tempo of both the song and the editing creates a fluid and continuse video, this makes the video fell almost real to the audience. From the begining the slow pace is reflects by the slow motion of the shots that are used a convention used regularly in videos fitting with her performance. Within the music video it is compelling for the viewer because of the change in the atmosphere much like the way in which the song changes tempo, from the change the lighting and the mis-en-scene. The lighting changes at the same time as the atmosphere, from a very dull and dark lighting it brightens to become much more vibrant with colour. The mis-en-scene used shows the genre, as her costume is a very vibrant colour orange. The mis-en-scene is another feature that is very important, you can see in this video by lighting changes that fit with the song and the songs genre, from the quite and very slow paced lyrics the lighting is dark and dull compared to when the change in the lyrics and pace begin the lighting automatically changes to a much more brighter almost happier environment. The setting for the video also changes giving a change in location gives interests the audience more as it’s a new setting for them to see. The variation in the shots have been chosen clearly in editing, this ensures the audience sees the whole of the video from different view points making it much more appealing to watch. With the change in the tempo the atmosphere of the video is also changes visually, as the setting is empty and then the change in music the settings become filled with people, and the colours are more vibrant to the audience, once again a convention. When this happens it fits with the lyrics of the song so this helps in reinforcing the lyrics towards the audience. Costumes are an important factor this is because this helps in showing the audience the genre of the music video, so for example Bjork is wearing a very brightly colours orange which shows to the audience her style in music as unusual.
These conventions are all seen in this music video however also in other music videos, these conventions are what create a great music video that looks professional and a watchable.
