Powerpoint for Task 1

1. How do your Products Use
or Challenge the
Conventions and how do
they Represent Social
Groups or Issues?

2. Technical convention of the video - Camera
Kaiser Chiefs - I Predict a Riot
- In Kaiser Chiefs’s video, the camera is very
focused on the band in the performance concept
of the video. It shows wide shots of the band
performing the song behind the singer and it
shows close ups of the singer and the drummer.
Like this video, we use close-ups of the singer
singing, as well as close-ups of the drummers face
and pieces of the drum kit being hit.
- Arctic Monkey’s video, similarities to my video is that it uses
wides, mids and plenty of close-ups of the singer, as well as some
wides of the drummer and a guitarist and some more close-ups on
instrumentalists. There are also some mid and close-up panning
shots of the band performing and a few on the singer as he sings
at different angles. The camera also pans around the singer in
both my and the Arctic Monkeys’ videos, however in Arctic
Monkeys’s, the camera moves around from one artist to another
without a cut between for fluidity, which we weren’t able to do.
Arctic Monkeys - I bet you look good on
the Dancefloor

3. Technical conventions - Editing
- Kaiser Chiefs’s video cuts a lot from the face of
the instrumentalist down to the instrument that
they are playing. For example, the do this
frequently with the drummer where the camera
shows either him playing the drums, or it shows
a bit of his face then goes down to a part of the
kit, i.e. the hi-hat or the snare. The cutting of
the video also goes with the pace of the song -
upbeat, therefore short cuts, which correlates
with my video as it uses slow cuts to show the
mellowness of the song.
- Arctic Monkey’s video has slow cuts showing the performance, just
like our video to show off what they are doing.

4. Symbolic Conventions of the video - Lighting and Setting
The Strokes - Last Nite The Kooks - Naive
- Most Indie videos use dark mood colours such as blue and red, and they are
typically set in a wild/natural area, or in enclosed areas.
- The Kooks’ video is set in somewhat
small rooms in a building, such as a
bedroom with bright lighting and a
nightclub room using dark colours. This
is similar to how my video is set and lit
- dark colours for the main set and light
colours for the secondary set.
- The Strokes’s video starts with the
light turning on as the music is
introduced. The lights go off mid-way
through the video, and at the end of
it. It also uses blue lighting
throughout the video. This video is
the most similar in terms of lighting.

5. Symbolic Conventions - Styling and Positioning
- In the Strokes’s video, there are a couple of wide shots
showing off the band performing. I can see some
similarities in how they are set up with our setup: the
singer is at the front, surrounded by guitarists. The
drummer is at the very back and out of the way of the
band in the Stokes’s videos it is a historic factor of
music recording, but our drummer is to the side, and
the bassist is at the back of the room instead of the
drummer. The mise-en-scene in this video is very
different to our as it is meant to represent a 50s or 60s
band instead of a group of dorks.
- In the Kooks’s video, the mise-en-scene is very similar to the main set in our video as one of the
sets is set in a normal room inside of a house with normal day-to-day furniture. There isn’t any
performance aspects of the Kooks’s video, however the majority of the video is focused on the
lead singer, which is similar in my video.

6. Video links
- Kaiser Chiefs - I predict a Riot:
https://www.youtube.com/watch?v=hamKl-
su8PE&list=PL4BrNFx1j7E7BDa131cA8Aax0QtfDbWeS&index=14
- The Kooks - Naive:
https://www.youtube.com/watch?v=jkaMiaRLgvY&list=PL4BrNFx1j7E7
BDa131cA8Aax0QtfDbWeS&index=3
- The Strokes - Last Night:
https://www.youtube.com/watch?v=TOypSnKFHrE&list=PL4BrNFx1j7
E7BDa131cA8Aax0QtfDbWeS&index=5
- Arctic Monkeys - I Bet You Look Good on the Dancefloor:
https://www.youtube.com/watch?v=pK7egZaT3hs&list=PL4BrNFx1j7E
7BDa131cA8Aax0QtfDbWeS&index=17

7. Digipak Conventions - Structural Conventions
Some indie bands have the band on the front and the back of the album cover,
such as the Velvet Underground’s “The velvet Underground” album and Oasis’
“Definitely Maybe” album. The names of the albums are at the top-centre of the
cover, however they would normally be around the centre of the cover, such as the
Killers’ “Hot Fuss” album. The digitapak for my video has the band’s name iat the
bottom of the front cover instead of the top of the cover, with the name of the
album underneath it very much like the Killers’ Hot Fuss album.

8. Digipak Conventions - Stylistic Conventions
In terms of images, it is typical to use something in the real world,
such as people and buildings with a filter slapped onto it. The other
three digipaks we’ve looked at today show this. The Velvet
Underground album has a black and white photo of the band,
surrounded by a black image to support the colour scheme, Oasis’
and the Killers’ album exposes blue more than any colour to give
more of a retro feel. The digital for my video has a slight orange tint
to it, exposing more red, which is different to what normal indie
bands do. We thought the style and colour scheme of the digipak
would suit our campaign more as the video has high definition shots
in it, so some of the conventions of a typical indie campaign
mentioned have been challenged in mine order to let it stand out
from the “norm”.
The fonts typically differ from album to album in indie campaigns, but each font is unique to
the campaign that the album is set in. For example, Oasis’ “Definitely Maybe” campaign is
meant to represent an album distinctly from the 90s - a “retro” and somewhat cool period.

9. Digipak Image sources
- The Velvet Underground: https://en.wikipedia.org/wiki/The_Velvet_Undergr
- Definitely Maybe: https://www.amazon.co.uk/Definitely-Maybe-
Remastered-Oasis/dp/B00KB979G8
- Hot Fuss: https://www.udiscovermusic.com/stories/the-killers-debut-
album-hot-fuss/

10. Website Conventions - Structural Conventions
- The homepage of Mild Mouse’s website has a video at the top, which is just below a
thin purple strip which is a sub-menu for the links to the home page, tour dates, shop,
videos and a link to a music purchasing site called “Bandcamp” on the left of it, with
links to social media accounts on the right of the sub-menu. In the middle of the video,
there is a link to their newest release which gives listening and buying options on a new
page. Below the big multi-coloured video, there is a little section for tour dates so that
the audience know where the . The homepage is similar my band’s home page as there
is an image which is seen right as you enter the website and this is done to capture the
attention of the audience, while also knowing that the website is setup by and for the
band.
- Similarly, the home page for the 1975 has a square box for a music video for the most
recent release. Below it are links for listening and purchasing options, and then links to
social media accounts.

11. Website Conventions - Stylistic Conventions
- The font for both websites which were looked at are very basic and
“normal” to the eye, which is the same with my website. The
simple text will allow audiences to easily read the information on
the website.
- The colour scheme for Mild Mouse’s website consists of bold
colours that are very vibrant and contrasting. This can capture the
audience’s attention very easily as most people enjoy looking at a
mixture of different colours. This is similar with the 1975’s website,
as it has a light beige background. My website also uses a mixture
of appealing, bright and bold colours, but are used in the other
pages of the site.

12. Website Links:
- The 1975: https://the1975.com/
- Mild Mouse: https://www.modestmouse.com/