Conventions are elements that audiences expect within a genre that have been used many times before. They analyzed conventions within the indie/alternative genre for a music video project. Their video used slow motion camera work, an artistic set design with netting/organza, and makeup/costumes following a blue-green-pink color palette. They compared their work to similar artists and ensured their album artwork, website, and marketing maintained consistency with the artistic theme and genre conventions.

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Evaluation Task 1
What are conventions and how did we use them?

2.  What are Conventions?
A convention of a genre are the elements that an audience
expects when viewing the text. An audience may only expect
these elements as they have been used many times before.
There are two different types of conventions Technical
conventions are the way in which equipment has been used to
tell the story and Symbolic conventions are what we see
within the text such as colour, objects, body language which
may symbolize a certain genre of music.
Conventions of a Genre

3.  How and Why are Conventions used?
Conventions are used to portray a certain style of music.
They are what the audience is expecting to see or hear when
they decide to listen to that certain genre of music.
Conventions are used to live up and adhere to that genre of
music which has been done before, however artists may
subvert the stereotype – bringing something new to that
genre of music. Conventions can be technical or symbolic,
which mean they could be obvious to the viewer or there
could be a deeper meaning as to why the producer has
included something within the marketing of that artist.
Conventions of a Genre

4. For our music video, my group and I
decided to chose the Indie/Alternative
genre.
The Genre of our Music Video

5. Our Music Video

6. Similar Music Videos
Florence and the Machine – Shake it Off
Sky Ferreira – You’re Not The One

7. Set Design
Within our music video, the element of
set design was one of the most
important
parts of our video as it was the main
focal point. We constructed the set
using various pieces of net/organza to
then create an impressive set – which
we had taken the time to design and
create.
We had done some research, looking at various different existing music videos
which also fell under the category of the Indie/Alternative genre of music. We looked
At artists such as Bon Iver, however we couldn’t find another artist who had created
anything like we had in mind. We wanted to make our music video artistically
thematic and therefore we subverted the stereotype of any indie/alternative music
video we had seen before. Since researching various other music videos in this genre of
music, I realized that within this genre, most artists created an individual ‘never seen
before’ look within their own videos – and we wanted to take inspiration from this.

8. Examples of our Set Design
The floatiness and pastel themed
colours – connote the stereotypical
alternative music genre, however
we have introduced our own
thematic element by using the
material.

9. When researching various similar products, it became
apparent that the use of slow motion camera work was
popular. Not only was it a convention of the
Indie/Alternative genre, but the slow motion camera work
gave our video the look we wanted to achieve when
filming our actress singing – as it gave emphasis and focus
on our model.
Camera Work

10. Example of our Camera Work
This was an example of a shot when slow motion
Camera work was used. Evidently it gave a longer
Duration to the more flattering shot composition.

11. Another very important element of our music video was the
performance element. Due to the idea that our video was
thoroughly thematic we needed to make sure that our
performance was interesting and appealing, this meant that
we needed to make sure our artist; knew the lyrics well, was
confident enough to perform them and was able to deliver an
impressive aesthetic at the same time.
Performance

12. Example of our Performance
Although we had an idea in mind of
what we wanted our finished product
to look like, on the day of filming we
allowed our actress to determine what
kind of performance she was going to
deliver - what she felt natural doing.
This left us with a successful
outcome, as our actress’
performance didn’t look forced
or unnatural.

13. Again costume and makeup was a large part of the overall
look of our music video. Initially when planning our video, we
decided that we wanted various makeup looks throughout the
duration of our video. This would signify the narrative of our
video. We hired a makeup artist on the day of filming our
video, this was to make sure that we were able to achieve the
makeup looks we wanted at a high standard. As well as this
the costume played a large part of the aesthetic as we had to
make sure that it went well with the set design.
Costume and Makeup

14. Example of our Costume
and Makeup
Our colour palette of which we applied
to our costume and makeup element
was mostly blue, green, pink, purple
and white. It was important that we
carried this colour palette throughout
the video so that our different elements
went together.

15. After filming our music video, my group and I spent an
extremely long time editing the rough videos into our finished
product. We made use of various tools to make our finished
product as professional looking as possible.
Editing

16. Examples of our Editing
When editing our footage together, we tried to maintain an artistic look
throughout. We didn’t overly use any heavy editing techniques, as we liked
the idea that it looked vaguely natural. However it was imperative that we
made our video look as smooth as possible.

17. Although not directly similar, the artists of which I have chosen
have evidently used the same thematic elements. They have used
similar conventions when creating an artistic video. As well as this
it’s obvious that within these two similar products, the set design
has been an important focal point within the video.
Comparing Set Design

18. Comparing Camera Work
Similar to our own music video, in both Florence and the Machine and
Sky Ferreira’s music videos they have used the same slow motion camera
work when focusing on the face. This gives impact and allows the audience
more time to look at the artist’s face and makeup.

19. Comparing Performance
The main focal point within both these videos, extremely similar to our own
product – is the performance element. Similar to one another these three
videos all exhibit the attractive female vocalists lip syncing the lyrics to their
song whilst displaying a performance. As well as this, the performance
element gives the entertainment factor for the audience and attracts them to
Want them to carry on watching the entirety of the music video.

20. Comparing Costume and
Make-Up
Whilst Sky Ferreira’s
music isn’t particularly
similar to our product due
to a different sub-genre this
meant that her makeup and
costume was extremely different
from ours.
However Florence and the Machine’s classy makeup and costume
was relatively similar to our artist’s within our music video. They
both wore floaty clothing and mostly minimal make-up.

21. Comparing Editing
Throughout Florence’s music video, she
had used a blurry editing technique, which
I felt was particularly similar to ours. It
made watching her music video more
interesting to watch and gave it a certain
style.
Again I felt that Sky Ferreira’s music video
was different to our product as her music
is under a different sub-genre of music.
throughout her video the editing style was
slightly different. Using more jump cutting
creating more of an erratic editing style
and speed to the video.

22. Our Album Artwork
Front Back

23. Comparing Album Artwork
Sky Ferreira
Looking at Sky Ferreira’s album cover, compared to ours – It’s a lot more grungy
and edgy. Evidently she’s leaning towards more of the Indie Rock genre. I know
this because of the visual conventions used - Sky appears to be naked within the
pictures used on the album cover showing more of a care free attitude. The lighting
within these photographs appears to be dimly lit and almost amateur.

24. Comparing Album Artwork
Florence and The Machine
I feel that Florence and The Machine’s album cover is very similar to our product.
she has used classy colours and visuals which look extremely professional. As well
as this, Florence herself within the photograph shown is wearing the similar
conventional costume and make-up as seen in her music video. Comparing this
Album cover to ours – both artists are in similar positions and the colour palette used
Is also fairly similar.

25. Our Website Homepage
For our website homepage, we chose an image which would really catch the
audience’s attention at first glance – whilst flowing with the theme of our music
video and album cover. We retained the Indie/Alternative music genre conventions
whilst introducing more of an interesting and abstract image which hadn’t yet been
seen before.

26. Our Website
Throughout the website, we managed to maintain a primarily black and white
theme. We introduced our artist Esme Rose, by including different accessible
pages within the website which allows the audience to learn more about the artist
and creates a role model figure, of which fans would be able to look up to.
as well as this we have used the same fonts and picture themes throughout the
website maintaining continuity
Personal Info/ Pictures

27. Our Website
Contact Details and Social Platforms
It was imperative that we included information on our website, which allowed
the audience to interact and follow our artist. In this online age, things like
Facebook and Instagram are one of the main ways in which artists gain a
following and not utilizing these free platforms would put any artist at a loss.

28. Our Website
Advertising the Artist
Including things such as tour dates and our recent music video was also
important – as we were able to exhibit the range of elements within our
marketing campaign which have maintained the same aesthetic and theme.
for example we were able to show that our music video demonstrated the same
conventions as the album cover and website using the same colours and themes.

29. Comparing Our Website
Florence and The Machine
From first glance of Florence’s website, there’s a
big picture to text ratio. Although I feel that she’s
adhered to the conventions of the genre
throughout the website, she has also kept it rather
minimalistic and simple. I felt that this website
went well with the music video of which I’d
watched and this website did a good job of promoting her as an artist and creating
an image which was desirable and relatively different.

30. Comparing Our Website
Sky Ferreira
Again from looking at Sky Ferreira’s website, there are a lot more
pictures than text. However this time I feel that she is subverting
the stereotype of the Indie genre. From the colour palette of mostly
black and white, and the raw unedited images of herself – It
leads the audience to think that she’s going for more of an edgy
subgenre. However I think that this website definitely flows with
both her album cover and her music video, successfully creating a
consistent image for herself.

31. Conclusion
What are conventions, and how did we use them?
I’ve learnt that conventions of a genre are particularly important to the creation
and introduction of a new artist to an audience. And audience are going to want
something that adheres to what they know. I know that it’s important to include
certain conventions within a music video, album cover and website. We mostly
adhered to the Indie genre by using almost abstract themes and colours and from
the start we knew that we wanted to create a dream like theme using various
makeup, costume, lighting and set design. I think that my group and I have
successfully created these three products to the highest standard possible, and we
have created an image for Esme Rose which is desirable and realistic.