3. We designed our video around predictable storylines for music videos such as love and break ups. We then also looked
deeper within our genre of rock as that’s what the bands image is associated with so we designed the mise-en-scene of
this video around what fashion, setting etc. you would see around the characters. We chose our age group as the
characters as most music videos are directed at us and it also worked well with the storyline we came up with as many
teenagers would find it dramatic if they had broken up with someone. We also used technology such as phones to
relate to our era and so then our target audience can relate. We also chose to use a heterosexual couple as most videos
and other products we see in the media are based around this sexual orientation however, some rock videos and the
genre in particular are known for rebellion so we could have gotten away with maybe attempting to use a homosexual
couple but for our target audience it’s all about ‘fitting in’ so we chose this instead.
We used ‘drugs’ in the video as it is relevant to the lyrics in the song and also we stereotyped the typical teenager who
are supposed to go out, express themselves, get drunk or high and get upset when they break up and I think we
achieved this with the storyline part of the song. The only thing that we should have done to stick to conventions of
music videos especially in terms of censoring is blur out the packet of drugs. We did attempt this but it didn’t work very
well so we chose not to use it in the end.
The use of the band is also conventional especially for rock music as it’s all about their musicality and song writing. We
also looked into many of Green Day’s other videos and the majority had the band in them as their music is very
personal to them. The main video we looked at in terms of coming up with the concept of this video was their
extended music video Jesus of Suburbia. It is very similar to our music video as there are a heterosexual couple who
break up and the main lead (which is a boy) goes out, gets drunk and high etc. Their use of the band in that video as
well . So I think that in terms of conventions our video is probably uses more conventions than challenges them.
The way we developed or challenged conventions was by using a different band to the original and not using their
identity. By this I mean we only showed their instruments or in the singers case his mouth for miming. We got this idea
from another music video by in which they have also used this idea and I think it works well for the storyline and the
use of characters especially as being a teenager you are often in search or your identity and sometimes you feel at a
loss of it.
5. The way my digipak sticks to conventions is that I have used the colour scheme of red, black, white and
grey. This is often used for promoting music products such as magazines especially in the genre of rock
which it’s associated with. I used this as this is supposed to be a single from the album ‘American Idiot’
which uses this colour scheme also. On the from cover I used the logo on the necklace which is used on
the original ‘American Idiot’ front cover which ties them together and the audience can recognise the
link between them. I also used logos from the companies which are represented and have helped put
the music together such as Reprise Records. I also represented individuals which who would have
helped like many other albums would put on and on the back cover put the track listing. The fonts I
used are also on the ‘American Idiot’ album layout which I made sure I used as other albums do the
same. The images I used are links towards the videos I made as this is relevant as it forms a link
between both of them. I used the necklace, telephone box, the mobile phone and a guitar and amp as
they are all aspects of this genre and in particular the video. I decided to create a notebook themed
layout on the CD and DVD disc trays as the lyrics are very important to the influence of the video and
also Green Day use them on other albums the3y have made. I think it also makes it more personal to
the image of the band as it looks as if it was the way the band had written the song. The scratchy
background also gives an aged effect which is also quite typical to the genre and I think it makes the rest
of the text and images stand out more against the harsh black background.
7. I used the same font as one I used in the digipak and it is also used in the album ‘American Idiot’ as it is
conventional to follow this pattern. I did this because it makes the link between the digipak, music video
and also the original album. I used the front cover of the digipak as the main image as when people
would buy this that is the first thing they would notice and also the logo makes it recognisable to the
band. I used the same colour scheme throughout as it stands out and is conventional to music and the
genre of Rock and is also used in the music video and the digipak. I looked at other Green Day adverts
such as the one for 21st Century Breakdown and many others have the ‘Out Now’ standing out so this is
what I did. I also used the Kerrang! Logo as most people who like the genre of Rock are interested or
read this magazine as that is what their audience profile states. I also said it included the video as with
growing technology people are increasingly interested in the music video industry and enjoy watching
them. I used the logo from amazon as many people buy and download of it and it is a recognisable site
and this idea is also used on other magazine adverts so they reader knows where to access the product.
I also advertised the bands internet page along with the record companies as others will be interested
in what bands they could find from that company as well. I also used the logo from Reprise Records as
they would want to be recognised through the band and this is how they would advertise themselves.
