1. In what way does your media
product use, develop or challenge
forms and conventions of real media
products?
Adam High

2. Music video conventions
Before we started making our music video we looked at the typical conventions of a music video.
I was able to learn about conventions mostly whilst analyzing three different music videos. The
common conventions that I found included:
Fast paced editing:
Most shots in music videos are below three seconds, this is to keep the music video interesting
and to make the music video flow better. Some shots are sometimes above three seconds, this
can be done in a lot of cases to make something look awkward.
Close ups:
Close ups are used often in music videos to make sure that
the audience knows who the artist is. Close ups helps
promote the artist as the audience will be able to know who
the artist is in the future if they see his/her face.
Objective filming:
The majority of music videos are filmed objectively, this
means that the camera is looking at someone or something
instead of through someone’s eyes. Especially in pop music
videos we want to see how someone lives.

3. Genre conventions
I have learnt a lot about conventions of the pop/rock music videos. As a group we all looked at
pop/rock songs and wrote down a few conventions that we found whilst analyzing them. We
didn’t entirely stay to the genre conventions for our own music video, quite often music videos in
the pop/rock genre are sometimes quite dark or darkly lit but we often had brightly lit scenes.
Mix of camera angles and distances:
There are a vast amount of different angles and distances in the pop/rock genre, especially in pop
music videos the angles and distances make the music video more interesting. Pans and tracking
shots are used so that it feels like we are in the music video playing the camera as we move.
Performance shots:
In music videos that are quite ‘rockish’ there is a considerable
amount of performance shots, these are shots of the artist
playing the song towards the camera. This can be done
towards a real audience or can just be the artist with their
band performing as if the camera was their live audience.
Lots of artist shots:
There seems to always be a lot of shots of the artist singing
the song, there will be a mixture of close ups and medium
shots especially in songs which have a deep meaning. This
way the emotions and expressions that the artist has
regarding the song can be properly shown and taken in.

4. Conventions I have used
After looking at the conventions of music videos I applied them to my group’s one. By using the
conventions of other music videos we have a better chance of making a successful music video
ourselves, this is because the mix of successful conventions that are typical in the genre that we
are using will help us make something that the audience will love. Not all of the conventions that
were typical of a music video were used, this is because not every convention is appropriate for
our genre and music video. For instance, we had a heavy influence of a storyline on our music
video and didn’t focus entirely on showing the performer off to the audience. We felt that the
storyline was more important for the audience and also the storyline made it more interesting.
This slide and the next slide will show you what conventions of music videos we have used in our
own music video:
Storyline: Interesting location:
We have included a storyline in our music video, the We have gone to Paris to film our music video, this is
storyline is somewhat typical and is of someone trying because it makes the music video more interesting as it
to find his ex-girlfriend as he wants her back. is a foreign country and matches the song we chose.

5. Conventions I have used
Performance shots: Superimposition:
We have used performance shots in our music We used superimposition in our music video quite a
video, this is because as the genre is rock there needs lot, we used it so that two pieces of footage were laid
to be a strong influence on the band. We have featured over each other. The superimposition was usually used
all the instruments that are used in the music which when the song was slow and had meaning, we could
are three guitars (acoustic, bass and electric) and a have the character looking glum over normal footage.
drum kit.
Close ups: Flashbacks:
We used close ups often in our music video, this was so We used a flashback montage, wall and flashbacks
that the character would be able to show off his often in the music video. Flashbacks are a convention
expression, emotions and likability to the audience. in rock music videos as it shows the artist’s past.

6. Conventions I have used
Mixture of timings of shots: Mixture of shot angles and lengths:
When we looked at the conventions of music videos To make music videos more interesting there needs to
the majority of them had shots were below three be a mixture of angles and lengths. We filmed a mix of
seconds. We didn’t keep entirely to this convention as close ups, medium shots, long shots, extreme long
the song more slow. This meant that we could have shots, pans and tracking shots of which most of them
shots that were both lower or more than 3 seconds. were included in the music video.
Fades: Costume:
Fades were used in our music video, they are a typical We need the character to attract a wide
convention of rock music videos. The fades are used audience, although the genre is rock we will attract
when the character has finished an emotional lyric. young girls as he looks similar to teen heart throb
Justin Bieber.

7. Digipack conventions
Before we started to make the digipack for our music video we had to research into what goes
into a digipack. If you look at the blog spot “Digipack conventions” then it will give you an in
depth explanation of what goes into a digipack. Here are the common conventions of digipacks:
• Images
• Band/artist name
• Colour
• Font
• Song producers
• Song writers
• Band/artist information
• Lyrics
• Barcode
• Locations
• Track list
• Record Label
• Terms and conditions
• Disclaimer

8. Digipack conventions we have used
Images of the main character: Band/artist name
We have used the main character twice in our digipack, on the We have put the artist’s name on the digipack twice, on the
front and back of the digipack. When looking at the digipack in a front cover and on the back. We chose to feature the artist’s
store they can determine whether or not they want to buy the name twice as he needs to get promoted, we have to make sure
album by looking at the front and back. This helps promote the the viewer knows who the digipack is from as it will make them
artist as he will be seen from both sides of the digipack. Girls remember the artist. The size of the name is big on the back as
who like the look of the character will most likely buy it. there is more space there than the front.
Colour: Font:
We looked into what colours we should use depending on the The font on the digipack has been chosen to stand out
theme of the song and the genre of music. We chose to use against the other images and writing, this way people’s
darker colours on the most part of the digipack as it is quite a
sad song but had a sunset colour pallet on the front cover. attention is drawn to what artist has this digipack.

9. Digipack conventions we have used
Track list: Images of the locations used:
There is a track list on the back of the digipack. The In our digipack we have included some images of the
majority of modern digipacks do this so that the person locations that we used in our music video. For example
who is looking at the digipack knows what songs are on we have featured an image of the Arc de Triomphe as
the CD. Some people listen to CD’s if they know a we filmed some footage there, this way people will
specific song that they have liked so this is essential. know what the music is about and get more interested.
Barcode: Record label:
We had to feature a bar code on the digipack, the only Record labels are essential for digipacks especially if
way that the product can be sold in stores is if there is the record label is popular. If someone likes an artist
a bar code. It is the required size to be sold in stores. from the same label they may buy the digipack.

10. Digipack conventions we have used
Terms and conditions: Lyrics:
All digipacks need a terms and conditions section so We used some lyrics from the title song “Standing in
that the company who owns the digipack is not liable the Dark”. We have done this because often in
for any damage done to the holder. This means that if digipacks there are lyrics that have meaning that the
something happens the company will not be held audience will enjoy reading. It shows what the digipack
responsible as they have told the holder in advance. and songs are most likely about such as love songs.

11. Advert conventions
Before we started to make our digipack advert we first had to look into what goes into a digipack
advert. Digipack adverts are used to advertise an artist’s digipack, adverts can be extremely
useful to gain a lot of sales. Here are the common conventions of a digipack advert:
• Artist images
• Artist’s name
• Front cover of the digipack
• Album name
• Legal information
• Short review
• Ratings of the digipack
• Release date
• Record label
• Terms and conditions

12. Advert conventions we have used
Artist image: Rating:
We have placed an image of the artist in the center of A star rating is used on our digipack advert, the rating
the page, we have done this because we need to
promote the artist so people knows who he is and is high so that people will buy the digipack. Like
what he looks like. The digipack advert would be reviews, the rating can influence a sale.
pointless if the viewer didn’t know what he looked like.
Artists name: Record label:
The artist’s name had to be used in the advert or A well known record label is featured (our made up
people wouldn’t know who to look for. They wouldn’t one) so that people who know successful artists from
know what to search on the internet or at stores. the label will be influenced to buy the digipack.

13. Advert conventions we have used
Release date: Reviews:
The release date is on the digipack, we have put this in Reviews can persuade someone to buy the digipack, if
so people know when they are able to buy the digipack the review is from a reliable source such as a music
in stores. People are able to pre-order albums and website or magazine then people will be influenced
digipacks on the internet but the release date is for into buying the digipack. Only good reviews are used
when everyone are able to get the digipack. so that we have a better chance of getting good sales.

14. Digipack and Advert images