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1. Evaluation Question 1
In what ways does your media product use, develop or challenge forms and conventions of real media products?

2. Genre
 For my promotional package I chose a song/artist within the indie genre, this meant that I would
have to follow the codes/conventions of this genre or subvert these codes and conventions. I
chose to stick with the conventions of the genre for my promotional package.

3. Digipak- Cover
 Colour-
For my cover (and much of the rest
of my digipak) I chose to stick to
conventions of the genre, and just
the conventions of digipaks in
general by having my cover be
largely one colour, and that colour
being eye catching in order to gain
the attention of the audience easily.
This bold colouring was present in
both of the digipak covers I analysed,
with the colour of the foals album
being blue, and the colour on the
Arctic Monkeys album being the
bright colours inside the windows of
the house in the image.
 Title-
For the title/artist name placement I
also stuck to the conventions of the
genre with the album name and
artist name being placed in the top
left of the page, this makes it the first
thing the audience will see when
they look at the cover which means
they will immediately know which
product they are looking at. This was
present on the arctic monkeys
digipak, however this was not
present on the foals digipak which
did not have an artist/album name,
however this is because that digipak
was subverting the conventions of
the medium, which my digipak is not
aiming to do
 Image-
The image I chose to use on my
cover sticks with the conventions
of both my genre and digipaks
in general, This is because it is a
single image, like both of the
covers I analysed, and is clean
and simple which is common
within my chosen genre. The
simple image allows the
audience to immediately register
what is on the cover without
feeling overwhelmed, the image
also does not have an
immediately clear meaning
which may intrigue the audience,
and make them want to listen to
the album to find out what the
image means.
 Shadow-
On the cover the image goes
from brighter to darker from left
to right, this is to give the
audience an idea of the darker
themes of the album whilst still
retaining the eye catching nature
of the cover. A similar idea is
present in the foals cover I
analysed which has one colour,
but varying degrees of
brightness of the colour.

4. Digipak- Reverse
 Tracklist-
Like most digipaks mine
has a tracklist on the
reverse of the cover,
this is so that when
purchasing the album
the consumer can
identify which songs are
on the album. This may
help inform their
purchase as they may
have already heard
some of the songs on
the album.
 Record label/copyright
information-
My digipak has the record
label and copyright
information on the reverse of
the cover, this is common for
digipaks as it means that the
image on the cover is not
cluttered by extra text but the
consumer/retailer still knows
who produced the product
they are buying/selling. This is
a very common place for
digipaks to have their
copyright information.
 Image-
The image on the
reverse of my cover
continues to theme
from the front, and
further intrigues the
consumer. This is a
common convention of
digipaks as it is a
method for continuing
the theme of the
album.
 Barcode-
Digipaks almost always
have the barcode on
the back of the digipak,
this is because when
purchasing it is easy to
reach the barcode here.

5. Digipak- Inside Cover and Spines
 Image-
This is the image you see
when you open the cover of
the digipak, it is a common
method to simply have this
as a decorative image, in
order to simply look nice.
This is because there is not
important information that
is needed to be conveyed
on this panel. This is why for
mine I chose to simply have
an image of the wallpaper
from the back of the
digipak, this means the
theme of the album is
continued here.
 Record label-
Most digipaks have the
record label logo on
the spine of the album,
this is because then it
is easily identifiable
who published the
album.
 Serial Number-
Digipaks and cd’s have
a serial number on the
spine, this is simply so
the album is
identifiable to a
company simply by
using the serial
number.
 Album/artist name-
The album and artists name
are displayed on the spine
of the album, this is simply
so that the consumer will be
able to identify the album
on the shelf, to help it be
easily recognisable I used
the same colour as the
cover for the spine.

6.  Location-
The panel of my digipak
containing the disc is on
the centre of the inside of
the digipak, this means
when opened the disc is
the first thing seen by the
consumer, which is
important as it is what the
consumer has bought the
album for.
 Design-
The disc is designed in a
similar way to the cover,
with simply the cover
image, artist name but
with the addition of the
record label, this is
effective as a design
because it is all the
information the consumer
needs from the disc and
provides a sense of
cohesion with the digipak
 Contrast-
Behind the disc is a simple
black and white image of the
wallpaper, this is just to keep
with the colour scheme of the
inside of the digipak, but also
creates a contrast between
the disc and the back of the
panel. This is a common part
of indie digipaks as it
represents the contrast
present in the genres themes,
and may also signify that the
music is exciting compared to
anything else you have
listened to.

7. Digipak- Message from the artist
 Image-
The image on this panel is
in greyscale, which
contrasts with the front of
the digipak, and also links
to the music video I
created, this contrast and
link between video/album
is common as a
convention of digipaks and
my genre.
 The message-
Having a message from the
band is a common
convention for indie music,
this is because as a genre
indie has much more focus
on appreciating the fans than
other more commercialised
genres have. The text itself is
the only non-copyright info
on the digipak to not be in
capitals, this gives the
message a softer tone as to
not feel like it is in any way
‘angry’

8. Digipak- Inside Panel 2
 Image-
This panel is simply an
image, which is
repeated in my music
video, no details were
needed on this panel
so instead I used an
image that would
create a sense of
cohesion through my
work

9. Digipak- Conclusion
 Overall I stuck with the conventions of digipaks and my music genre when creating my digipak.
This is because it was the best way to create a product that would be appealing to my audience,
and subverting the codes and conventions would not have achieved anything other than maybe
confusing my audience

10. Advert- Codes and conventions
 Image-
For my image I stuck with the conventions of
music adverts by having the same image from
the album cover as the advert image. This is
effective in not only creating a sense of
cohesion between my products but also
making it easy for the consumer to identify the
product they have been advertised whilst
shopping, if the image was entirely different
they may not recognise the digipak and advert
as part of the same promotional material for
an album. The image also sticks with the
conventions of the indie genre as it is a single
colour image which attracts the consumers
eye.
 Title-
The title on my advert is exactly the same
logo as on the album, this means that
consumers will automatically associate the
logo with the product that is being sold, this
sense of cohesion is vital to a promotional
package. The font used on this logo is the
same as the font used on the digipak, the
font chosen is a good representation of the
genre as it is serif, so comes across as
sophisticated and adult to any consumer
which is the demographic being targeted by
my promotional package.
 Information-
The information on my advert is very
limited, this is because all that is needed
is the release date and where to order it,
hence the iTunes logo at the bottom of
the poster. This limited information
means that the consumer will understand
what the advert is for by simply glancing
at it as the advert is not cluttered in any
way.
 Rule of thirds-
Like the adverts I analysed I used the rule of
thirds for designing this advert. The top third is
for text so the audience knows what is being
advertised, the middle third is for the image so
that the audience can get an idea of what sort
of genre the album being advertised is and the
bottom third is for information regarding
release/purchasing. This structure means the
advert is not cluttered and is easy to read, and
does not turn the reader away from
purchasing the album

11. Advert- Conclusion
 Overall for my advert I stuck to the codes and conventions for the genre and for music adverts in
general, this is because my other products largely followed codes and conventions so in order to
create a sense of cohesion between the three products they had all be similar in terms of codes
conventions and iconography.

12. Music video- Introduction
 When creating my music video I set out to
follow the codes and conventions of my
chosen genre, indie music, this is to create a
sense of cohesion between my different
products, and to create an effective
promotional package for my song/album.
The song I chose had both slow areas, and
high paced areas, to translate this to my
video I chose to have sections of the video
which were slow, and sections which were
fast. This is a convention of music videos
according to Goodwin, as there is a link
between music and visuals. According to
Lynch’s 3 basic video structures my video
would fit into performance/concept, and
there is performance but no clear narrative,
with instead visuals being the focus of the
video.

13. Music Video- Colouring
 Many music videos within my chosen genre,
including some I have analysed and even just
watched in my spare time, have unnatural lighting
in order to create a sense of unease within the
video, to follow this convention I had red lighting
during verses, but then flashing between red
lighting and monochrome images in the chorus.
This created a sense of unease in the viewer, which
is a convention of the genre but also fits into
Goodwin’s theory of music videos having links
between visuals and music/lyrics. My song creates
a sense of unease through it’s lyrics and this is
amplified by the unnatural lighting I chose for my
video. This lighting is a key way in which my video
is immediately identifiable as part of my chosen
genre as it is one of the first thing noticed by the
viewer. It is also a way in which my video fits into
the concept structure of a video according to
Lynch, as the visuals are there in part for the genre
and song, but also as an experimental way of
creating a music video.

14. Music Video- Strobe effects
 My video uses large amounts of strobe lighting
throughout, which is there to match the fast
paced sections of the song, but also to amplify
the unease the audience feels by not allowing
them to have a ‘break’ instead throwing lots of
imagery at them in short succession. This is
common within the genre as shown by my
music video analysis on the video ‘no care’ by
the band daughter. This video uses a similar
technique, however that video does not have
any slow sections unlike mine. The slow
sections in my video serve as a way of
contrasting between the two aspects of the
song, and at a deeper level the two sides of the
genre, as it can sound very calm, but actually
have the exact opposite in terms of lyrics, and
then some songs like my own even represent
this through contrast within the music. So when
creating my video it was important that I
visually represented this contrast.

15. Music video- Performance
 My music video features some performance,
however it is only when the singer is on the tv
screen in the video. This in itself is a very
postmodernist idea, as it is representing how we are
watching someone sing on a screen in the video via
having a person sing on the screen. This
postmodernism has become more key to the genre
in recent years, as the genre becomes more
reflective of not just what bands in the genre sing
about, but also reflecting on the genre itself. I felt
that the best way to represent this in my video was
by having all the performance in the video be
carried out on a screen. This type of performance is
also common in the genre in general as shown by
the video for the song ‘No Below’ by Speedy Ortiz,
which I analysed. In this video the performance is
not overtly a performance with instead the
character in the video seeming to be singing the
lyrics as if she were speaking them to the people in
the video with her

16. Music Video- Conclusion
 Overall my music video followed the codes and conventions of the genre, in order to effectively
create a sense of cohesion between my promotional package. This also meant that my video
effectively fits into my chosen genre, through iconography and conventions.