{

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Conventions in music videosBefore we started on our production I looked at many music videos to gain an idea of what was included in music videos. Andrew Goodwin’s theory taught me a lot about these conventions. These are just a few of the conventions that I learnt.

• Relationship between lyrics and visualsMost music videos tend to illustrate the lyrics in the song, for example if the song is about love, the video will have a story about love.

• VoyeurismThis is where music videos have many references to the female body.

• Close upsMost music videos contain many close up shots of the artists, this helps familiarise the audience with the artist and promote them.

Conventions in indie music videos

To familiarise myself with the conventions in the genre of our song I also individually researched the conventions that occur in indie music videos.

• Indie music videos tend to be quite unusual containing a performance from the artist and don’t tend to have a story line. We decided to go against these conventions as we felt this would be quite boring and difficult to do. In our video we did not have much of a performance however we did include some lip syncing, also we had a story to our video.

• Colour was something that we both complied to and went against. The colours in indie music videos are quite dull and quite often shot in black and white. As our video was about happiness we decided that the colours should be more bright and colourful. However we also used black and white in our lip syncing parts.

This is the difference of our between a typical indie music video and ours.

Conventions that we included

Close ups

Storyline

Lyrics and Visuals (taking the word moment from the lyrics)

Performance and Lip Syncing

Digipak ConventionsAlso before we started to make the digipak for the artist from our song, I researched in to digipak designs and what had to be included in this.

• Large image of the artist• Album and artist name • Tracklist• Brand Identity• Simple• Barcode

Digipak Conventions that we have used

Large image of the artist

Album and artist name

Tracklist

Barcode

Digipak Conventions that we have used

I was strongly influenced by the back cover of the album ‘I created disco’ by Calvin Harris. When I created the back cover of the album the layout convention was something that I tried to recreate in my own way.

Digipak Conventions that we have used – Brand Identity• Brand Identity was something that was particular strong within our

digipak. First of all we used one of our photographs that were included in our music video stop motion section.

• Also through out our digipak we kept a colour scheme through out. This was black, pink and grey. Also we changed all of our photographs to black and white again creating a brand identity.

• Also we used the same image from the digipak on the advert.

Digipak Advert ConventionsAlso before we made the advert for the digipak we researched in to the conventions of the adverts.

• The same image from the digipak on the advert

• Ratings from magazines/newspapers

• Album name • Artist name• Release name• Record label

We used all of these conventions as we felt these were extremely important.

How does the use of conventions appeal to the audience?• The narrative to our music video I believe is one

of the main conventions that will appeal to the audience. I believe this is because everyone will be able to relate to this and the audience will think of their own memories.

• I also think the close up shots of our character will appeal to our target audience and especially to the female teenagers. It also will help promote the artist.