Artist- One Direction
Song- History
Genre - pop

Visual styles/mise en scene:
The use of flashback is a key feature used throughout the music video to take the fans back in time to the previous years of the bands life and how their fame has came about and evolved.  The visuals have been deliberately tailored to match the lyrics and reminiss on the 'history'  they have had together as a band. The play on words for the song title also ads an element of humour to the song. the use of colour effects the the video as black and white is used on the parts of the video that are in the past and the colour to give the audience a feeling of nostalgia is used for the present day to signify hope and light for what is to come. at the end of the video there is a long shot of the band walking off the stage waving goodbye to one another symbolising the start of their hiatus and they are leaving behind the band and gong their separate ways.  The image of the empty space then slowly fades out until there is a black screen to symbolise that their career has come to an end for the time being.

Narrative:
The story its self is told through the use of flash back over the last 5 years of their career. t 1.50 in the video there is a collection of montages that summarised all of their music videos over the time they are famous and reflecting on how they have changed as artists but grown together as a band. the use of montage allows them to show the passing of time and how much has changed for the band since the very beginning. At 2.03 in the song the speed of the images becomes quicker as the music reaches an intense point where instruments are brought in and the image speed is increased to stay in time with this and again show a big event in a small amount of time.  The overall story of the music video is how much they have been through together as a group but also with their fans and  there is a sense of appreciation for the fans through the lyrics. this also provides them with confirmation that the band will be back through the lyrics ' this is not the end'.

conventional/unconventional?
The idea of the video reflecting on their past is quite unique as it is a complete story of their lives summed up in to 3 minutes 15 seconds.  However the use of black and white images in a montage  to reflect memories and events in the past is pretty conventional and is a classic way to show the passing of time. The combination of it being conventional and unconventional allows it to have its own twist on an old time classic making it individual to their fans, but also ensuring it is mainstream so will appeal to a large audience and be what is expected of them .

What works/doesn't?
The use of a black and white filter to represent the past is a good idea as it is simplistic and should be easy to identify. i would like to incorporate this in to my video as it is very clear and precise.The split scene too often could be confusing to some people as it is quite quick and people who aren't fans might not understand the concept of it replaying their past.