I think that our music video made to the song "turn to gold" both uses the conventions of standard rock videos but also challenges them in the way narrative of the video is set out and shown, it conforms in ways that an audience would expect it to and doesn't really try to be anything other than a rock video that its particular audience would have a positive response to.
The ways that our video conforms to what would be expected in rock videos is mainly the way it has been edited and the overall energy of the video. We used a hand held style of filming the video which gave the video an action packed feel that matched the the style of the song, this created a mixture of high and low angles, and when the two artist in the video are running up the stair case, it makes it feel like a chase scene or a desperation to reach there destination. This frantic style of filming can be found in many rock videos such as slipknot's duality video, our chorus section in particular draws similarity from that style of rock video.
The only aspect of the video that could be considered to challenge the conventions of rock videos is the narrative with in the video. The way that the story is all about the artist and has an non-linear story where it starts at the end which is the chorus section and uses cross cutting to show the gradual progression of the band members to there final destination and where they find the instruments on there journey to perform on the roof top. The fact that the story of the video purely consists of the band members and that its about there performance is not done very often, usually a rock video would have sections of a story either with the band members or separate charters or a mixture of the two and then have separate sections with the band performing like Paramore's "Misery business" video or simple plan's "untitled" video.
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