Planning: Codes and Conventions of my case studies

After studying various case studies, it is very clear that fast paced shots and editing are a common convention of dance music videos as they are used to amplify the rapid tempo and sudden beat changes/drops. As well as this, the colour palettes tend to be very striking due to the wide array of bright hues that reflect on the emotions of the performers and the lyrics. However, there are rarely ever any strong narratives as the videos are more closely focused on the artists and the dance routines. The tone of the videos tend to be very lighthearted and happy which reflect the lyrics as dance music has the intent of making people want to dance and have fun.
I will adopt the fast paced editing style as this convention is very important when trying to capture the audiences attention and allowing the song to flow, as well as increasing the intensity of the narrative.
However I will be subverting from the bright colour palette and light tone conventions due to the fact that I want my video to obtain a horror genre, therefore i want the colour scheme to be very dark and morbid. I want the narrative to have various horror elements and pay homage to modern horror movies as this would be something that a culturally sophisticated 16-25 AB demographic would be able to engage with and recognise.