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1. Question 1: ​In what ways does your media product use, develop or challenge forms and
conventions of real media products?
On this portfolio, I have chosen Declan McKenna’s song “The Kids Don’t Wanna Come
Home” also from which I’ve taken some inspiration from the said artist’s branding and style
for my music video, digipak, teasers, and other promotional products. The genre of his music
was indie pop or commonly known as alternative music. From having a hybrid genre there’s
already a wide range of conventions to follow and as well as to challenge for what has
David Buckingham also said, genre was not simply given by culture but it is also a constant
process of change. As I am also keen to these kinds of music, it is just easy for me to locate
the real conventions of the house style I am trying to build as I am also part of the
community of my target audiences. But although I am already familiar with most of the style
of this kind of music, that didn’t stop me to do my research. I have also look into different
artists that was categorised with the same genre to know what are the common
denominators within them that I can include on my music video as well as my digipak and
other product that I was going to use. I didn’t only went through Declan McKenna’s past
music videos and albums but I have also look on other artist’s work like The 1975, Lana Del
Ray, Charli XCX, Troye Sivan, Foster the people, and LANY. This has helped me to collect
and develop ideas for this project.
Music Video:
To be able to create an efficient music video and as well as following using its convention I
believe that you have to be knowledgeable not only with the lyrics of the song but also the
meaning behind it so you would be able to deliver a good media product with real media
conventions. I have conducted different research about the song that I have used and read
reviews and connotations on how they have interpreted the music video that I have took
inspiration of which is also “The Kids don’t wanna come home”. Therefore I am sure that I
have followed the conventions of a real music video product. I did this so I could interpret the
meaning of the song with the visuals just like what Andrew Goodwin has said that a real
music video has interpreted the meaning of the song to the visuals. You could see on these
articles that the song was all about the youth of this generation and their own issues. It is a
movement for this generation.

2. The importance of knowing this things has helped me to comprehend and design what kind
of mise en scene I’d like to put on my music video. I was able to create scenarios that will
help me to visualise and convey the meaning of the song. On the original music video of the
song “The Kids Don’t Wanna Come home” there were a lot of close ups, medium shots, and
lip sync which I have perfectly established on my music video to convey their emotions and
the eagerness they have to defend their beliefs. The fact that on my video the youth was
voicing out their problems through the visuals and lyrics made it original, brave, audacious,
and just simply enticing to my target audiences. This is an evidence that I successfully
established the genre of my music video. It is also significant to mention about the
representation I created for my audiences. Since the title of the song has incorporated with
kids I have challenged and use the stereotypical indie music video which usually has bands,
and other dark profanity. I have concealed it with using toy guns, and making the
performance of my artist a little bit child like to give the youthful vibe. As my main actor
appeared to look like a rebel with valid principles this represented my audiences and made
my actors relatable. My audiences was also represented through the clothes that the actors I
have used. This has maintained the house style of the product as it has been consistent
throughout the video. The visualization was amplifying and direct to the point for I’ve made
some actual lyrics visuals. There are also some actions and performance that visualizes the
lyrics such as acting immature and childlike. This was all with the help as well of breaking
down the lyrics. Breaking down the lyrics has helped me imagine the scene as well as using

3. the professional method of creating a music video. I have also created storyboards to
visualize the actual scene that I was going to film, by using these steps, it has led me to
follow and apply the convention of a real media product.
The theme of the original music video was vintage which was pretty famous on the indie
culture, therefore I have also applied this to my music video as you could notice from the
props, clothes, colours, and colour grading that I have used. Establishing the culture of my
genre to my video has created a pathway to my target audiences which is one of the
essentials on the conventions of a music video. This is one of the argument of Jason Mittell
who has said that industries uses genre to sell products to the audiences. I have perceived
the indie culture on my visuals as well as their behavior for indie patronizers was known as
their profundity which I have clearly delivered.
On my music video it has first use the conventions of a real media products by following
theories such as Andrew Goodwin, David Buckingham and Stuart Hall.
Digipak:
My digipak was designed accordingly to my genre and the theme of my music video. Real
media products possess a house style or theme that will be applied on all the product so
they will be easily recognize by the target audiences. This is what I did on my digipak, I
established my genre using the colours and style I’ve already shown on my video. With the
intensive research just like what I’ve done to my music video, I have also took some
inspiration from different artists that has similar genre with me. Conducting the research on
the genre as well as on the actual digipak of the artists has provided me guidelines to follow
and develop my own digipak. Through my research it has opened my eyes on what a real
digipak should look like and what elements does it has to be in it. I have used variety of
conventions, one of them Barry Keith Grant where he argues that there is some
representation where the industries have connoted with familiar and recognisable
characteristics. On my digipak, I have conducted a survey before making it (insert survey
results) and I have applied the results on y digipak so my target audiences will recognise
what they have demanded on my survey and will be inclined on the layout and branding of
my digipak. The title of my digipak was derived from the top pick from my survey which is
“Generation XYZ”. I have chosen this not only because it has the highest votes but also, it
gives representation to my audiences as it connotes it is for the generation from X(1980’s)
Y(1990’s) and Z(Millennials). This has expanded my market as well which is one of the
conventions for making a digipak and all media product. Everything that you’ll do should
benefit the revenue. Just like the music video I based my design with my audience research.
On the results I had, they wanted the digipak to have a combination of abstract and
illustrative cover which is a challenge for the convention of a real digipak. To both challenge
and follow the convention for this digipak, I have illustrated the face of my artists and put
some abstract background since one of the major convention of a digipak is putting the main
artists on the cover of the digipak to make it recognizable as referring to Barry Keith Grant’s
argument. The abstract also creates enigma code as Barthes argues, because the audience
will ask questions what was the representation of that design and how it connects on the
song and the video. The elements that could create the enigma code are the colours that

4. was used such as the red colour. The red colour connotes bravery, thus it could also
represent danger, leading them to ask questions for themselves on what it really represent.
Another convention I have followed for this packaging is that there should be a connection of
the digipak and the video. As you can see on the video it is the same font that I have use
with the title on the digipak and music video. This is to maintain my house style and create
the connection between the two media product. Also the colour palette on the digipak was
also incorporated to the video. Going to the other part of the digipak such as the CD layout, I
have maintained the colour palette and font I have used to keep the branding. I have seen
on a typical CD’s that they put the music company producer at the bottom and other people
who are part of the album. So I have put the name of my company, the name of the artists,
and the other resources to follow the convention. At the back cover of the digipak, you will
see the tracklist of the album which you could see on a usual digipak, this is to know what
songs will the audience could expect inside the album. Once again, I’ve put the sponsors
and the people behind the album on the right bottom corner and the year where it was made
as it was also seen on a real digipak album. One of the element that made it follow the
convention of a real media product is also the bar code that is one of the must have in all the
products which made it look authentic and professional. I also followed the six panel digipak
layout and managed to maintain my branding on each pane of the product. Although I have
applied a lot of conventions, I have also challenged some of it. It wasn’t a typical digipak
where they use the artist’s portrait or a minimal illustration. On this layout I have combined
two, I created an illustration to connect it with my album title “Generation XYZ” as illustration
often creates youthful vibe. I also didn’t put the name of the artist on the cover challenging
the convention of a digipak album. This is a risk considering it is connoted that it was a debut
album. But what I was trying to develop here is that he audiences will have a curious instinct
and find out who is this new artist. The cover itself is intriguing as it is unique. The plot twist
of this digipak layout is you will find out the name of the artist when you open the album as
the name was put on the CD itself which connotes that the music is more important than the
artist itself. Overall I believe that I have both followed and challenge the conventions of a
digipak album.
Teaser/Adverts:
It is important and one of the convention in a teaser is to hype up the media product that it
was advertising. That’s why on this product I have used the same image I’ve put on my
digipak album except that it was just half of his face. Indicating the name and the phrase
“He’s back” was already intriguing the audiences making them curious and hyped up on
what that teaser advert prepared for them. The teaser was incorporated with Barthes’ theory
as it posses inigma code on what that teaser advert could possibly mean. As my artist is
known to be a internet sensation without a full length album yet, this is worth the shot and
make his target audience’s anticipate as there is a direct notion like the poster was informing
the audiences that the said artist was back. This follows the another convention of an advert
that it suppose to send a message to the audiences that will make them to patronize the
product you’re advertising. The landscape teaser perfectly fit on the billboards and trucks
that could advertise my artist.

5. Going to the main advert, I use the same layout I made for the digipak to maintain the house
style and branding of my products. It is the illustration of my artist which again, a convention
of an advertisement. It is convenient to put the artist’s face you were advertising and the
information of the album so that the target audiences will know what is the advert for. It was
clearly indicated on the advert poster the title of the album as well as the artists name,
company producer, and sources where they can find the music and the website that they
could look at for more information. The conventions I’ve gathered was from the research I
conducted during the planning period, this is how I developed my ideas for this advert, I’ve
look through the advert of THE 1975, LANY, and Declan McKenna. And the common thing
with them is the simple minimalistic and variety of fonts they’ve used so that the main
product will stand out. I applied this convention to my advert and use simple font on the less
important details and use modern fonts to those that need to stand out like the title of the
album and the mode of address which is already been implemented on my teaser which was
the phrase “He’s Back”. I’ve used two to three font to compose my whole design and also I
maintain the colour palette to keep my branding implemented. I also made it convenient to
the audiences just like what advert does for I provided apps which is associated with the
product. By this the advert is not only pleasing to the eyes but also efficient. The advert is on
portrait so it could fit on the advertisement kiosk on the streets. I created a mock billboards
and advertising boards to make it look professional.
Question 2: ​How effective is the combination of your main product and ancillary texts?
There is a distinct characteristics on my three media products that combines them and make a brand
identity. I am confident that I’ve established the genre of my products on each one of them that made
them connected to each other. It is ensured that my advert and digipak foreshadow the content of my
music video. Breaking it down, one of them are the mise en scene or the colour palette I’ve used on
the video, digipak, and advert. The common denominator for them three products is the visibility of
colour red which connotes bravery. The advert and digipak reflect what they could see on the music
video. The layout transformed the video into a one graphic image. Aside from the colour red, the font
that was used on three products was similar as well making a unity on their layout. The notion and
imagery of the youthful vibe is visible on the three media products by using illustration, same distinct
colours, and elements. This creates a strong branding as they could easily identify the genre of the
products by the elements that I have used on the products. As I have said before, indie scene were
known for its vintage vibe, so by using vintage colours I conveyed the identity of my genre to make it
recognizable and effective combination. The illustration and photos on the teasers, advert, and
digipak somehow shows what they could expect on the video as the pictures were taken on the same
location that the music video took place. The fact that I have use illustration or drawing once again
create a youthful vibe which is associated with the title of the song and video “the KIDS don’t wanna
come home”. Using variety of colours and the title of the album connotes who are my target
audiences are which is also connected to the video as the actors were part of the Generation XYZ.
This shows how effective my products are as they convey the same message despite of different
forms. The use of the same face on the products impose that there are similarities on them or group
them as a one media product, this does not only establish the artist but also the narrative story of the
video as these imagery create a single notion; Youth. And what I mean by that, the actors that I have
used has a similar actions with the generation today and this was connoted during their performance
and close ups on the video. The uniformity of the products was easily spot on as the three products
features the same actor. To effectively make the three media products work together I have to remain
consistent with the message that I was trying to convey to my audiences. It is wise to make it visible
on every products that I had created.as they will compose one meaning and same impression through

6. out all the items. The vintage idea or concept has been the one that connecting my whole product and
makes them work together for it has been implemented all along. The vintage feels has successfully
conveyed the message of the music video and it has also went along with the album title that covers
all the people from the Generation X, Y, and Z. Since these generations were known as
revolutionaries, rebels, and voice of the youth, I have picked them to be the representation for my
target audiences and also to deliver the message that the narrative of my video was trying to connote.