ayesha patel

2. From research I had conducted by looking at other similar artists websites and then came up with a list of the
codes and conventions that they all contain. I found that they all had a landing page (developed) which I
thought was a good feature for me to add as I knew that no one else would really come up with this concept as
it was quite complex to do making our website original but also following the convention of a professional
website.
I found that the website correlated with theme of the digipak but only on the landing page .For example of the
PRO ERA website promoted their digipak and song from their landing page and Chris Brown promoted his new
music video on his landing page , as it seemed like a convention with a good concept I decided to also use this
idea and promote our digipak through our landing page as by it being the first thing the audience see it is a good
way of marketing and self promoting it self.
On the tabs I made sure I did the tabs that the audience want to see so it appeals to them as we are promoting
our artists to them so their opinion is vital and that we meet their needs and desires of a website. I chose to do
a merchandise page as this is a common convention in websites and they further promote the artists as people
will see the merchandise around so its shows our merchandise to a wider audience. Merchandise can also be
seen as quite personal to the fans as it promotes fan behavior and a willing to be closer to the artists in some
sort of form.
I chose to create a gallery page due to it allowing the audience to see what the artists get up to during photo-
shoots and also allows them a sneak peak into behind the scenes of music videos and also photo shoots ; I
found not many websites use this as a typical convention so I wanted to create a unique feel but also build a
stronger audience and artists relationship which some websites lack, as it allows the audience to see images of
the artists in a natural zone. Also by having a gallery fans tend to make their favorite artists as screen savers;
thus reinforcing fan behavior and even use a picture of them to make an edit of fan art as we see with large
mainstream artists, this helps to show the connection between both audience and artist.

3. Another way the website created follows the conventions of a music video is that throughout there is a strong influence of
social media, as we see in the homepage where we have the twitter discussion forum and on the landing page and the footer
of each page there are many social media links such as Facebook, twitter etc. This is due to the fact social media increases
brand recognition as they are channels for our artists voice and content. Social media is a good way of communicating with
the audience as they of a a young generation which social media and the influence have a large affect on them and
something which the majority of people have , so using social media to promotes the artists on a wider platform. Social
media also also allows more opportunity for people to convert as through your website old, new and current fans can access
information through it and allows you to interact with them through every post, image etc. It is the opportunity for someone
to react, and every reaction could lead to a site visit and eventually a conversion.
Another convention I followed was allowing the audiences to listen to the song on a wider platform for example through the
social link of using sound cloud. Souncloud is free so its very convenient for our artists as they are still upcoming and have not
made a lot of money yet. A convention I also followed was allowing the audience to subscribe to the website which gives
them information on events before they are publicly released thus fulfilling their desires of a website as it allows them to
seem important and helps build the artist and audience relationship or even develop it further. By allowing them to subscribe
to the website it not only allows them to stay up to date but increases site visits and can even use the act of conversion again
for new fans.
I also used the logo as the title of the website as I found it was typical convention in many mainstream websites. As this was a
common feature on mainstream websites I changed my title several times to see what I prefer and what the audience prefer
and the whole dynamic of the page changed when the logo was used it looked much more professional as it was simpler. This
logo is seen yet again on merchandise so it allows there to be a link and recognition of the artists.
Another convention I found but only in some websites like PROERA is a biography paragraph of the artist and a quote , I
developed this and wrote short paragraphs on our artists to give a more depth into their life and their struggle that they have
come to to be where they are today, I feel this would build a sympathetic tone as well as a relatable tone as some youth go
through the same thing and so our artists could easily be seen as role models. I also linked this to the digi pak as we have the
same logo on the digipak yet again creating a unity between both.
However unlike other mainstream websites I kept a persistent link between the digipak and the website, as I felt it
unified the website more. I achieved this by keeping the same color scheme of black, white and fonts that are similar
to the digipak as the fonts made on the digipak are made from a font website and it would not allow me to mimic
onto the website. I also kept the background as an image as I felt it was a better reflection of the artists and reminds
the audience of the artists and their natural behavior.

4. In order to decide whether our music video uses, develops or challenges conventions of a music
video, I had to decide what the typical convention are from the research I conducted.
These consisted of:
• A mixture of performance and narrative in the video
• Locations that reflect the urban setting
• Natural shots and close ups that represent the artists
• The music video relating to the songs beat
• The behaviour of the band and their fashion
are very unique and show their urbanness.

5. In our music vidoe we decided to enforce both a mixture of narrative and perfromance as it is a typical music video
convention.It is easy for the audince to see the bands uniqueness and also through our music vidoe we came up with
the concept of the audince being on a journey with the artists as we se through the follow along day footagethis we
thought would build a stronger relationship between artists and audince.The narrative elements braks up the
perfromance and makes it more entertaining and it allows it to relate mor eto the song.We filmed in the different
locations and this yet again breaks up the perfromance and allows a more in depth video whilst making the setting
more visually exciting as they are varied.However in our music video we did less than narrative than mainstream artist
would so in a way we also challenged this convention.
‘Pro Era- like water’ is a good
xample of a music video that is
similar to ours as they start of on a
journey and tehn incud ethe artists
retracuing steps and the artists
raping along with the video.
‘Skepta –shutdown’ is a good
example of a contratsing video
to ours as it starts of with setting
the scene and then gos in to
show features in the video and
then the rest is Skepta
rapping.Whereas ours is more
setting the scene and a journey
with our artist rather thana main
focus on the lyrics.

6. The typical locations in a music video of our genre are very urban settings with a lot of graffiti,
estates and overall underground and grittyness. This helps portray the artist’s background and what
they are like to the audience, we decided to make our music vidoe to follow these conventions as we
want our artitss to be representable of where they are from as this will create a stronger relationship
with the audince.We shot our scenes in two settings: the first eing Klaudia house to give a natural
scene and allow the audince to see the atists in a very natural environemnt whoch allows these
scenes in particular to be quite personal to the audince, yet again reinforcing the relationship
between both artists and artists.The second being central London as it is filled with so much
character and people which shows them represnting the city they are from which woud appeal to
the audience.
A scene from our central
london footage and a scene
from Skepta’s video of the
landscape of New
York.These kind of footages
set the scene.

7. In my research, I foumd that with any music vidoe there is a relationship bteween lyrics and visuals
no matter the genre.In mostunderground and especially British rapmusic videos they tend to lack in
an relationship betwene th two and that’s how we defferientita UK music to American due to
different ways of filming.Howvee britsih artists like Skpeta go agaist the typical british Uk music
videos as he like to mix it up quite a lot.We used this concept and decided to relfectour artists as
more mainstreambut tsill containing their urbanness.In “I do” by Mo stack illustative lyrics are used
throughout and they audikmce as arble to see and see it a comedic veiw.In our music vidoe , there is
an illustartive relationship betwene the lyrics and the music as we added narrative aswell as normla
shpts and scenes and ven through these you can still see the connection.So we thus went against
britsihc underground artists and went towards a mainstream british artists like Skpeta, Krept and
Konan and Bonkaz.
Examples of an illustatrive
relationship between lyrics
and visulas in “I do” by Mo
Stack and our music vidoe
for “Can I Kick it?”

8. Goodwin’s theory states that a close up of the artist is needed to meet the demands of the record
label.In our genre the music videos hardly consist of any clos eups as it smainly focused on the
artists in a vivid setting or with their frieds, we followe dthis convention aswell going against it as we
also added in close ups where the artists are rapping the hook of the song so “can I Kick it?”.We had
clos eups in the house aswell oustid ein central London as we still wanted to reflect them in both
settings so we could build on that relationship between artsts and auidnec.We used shots of all
three artsist as well a medium and long shots of them togther to represent them as unified and
indivual.Ou music vidoe does contain a lot of close ups and mediums shots but all in differents
ettings.

9. In our music vidoe eveything wa very natural and not forced so we didn’t prepare for the
artists to use any props at all, I think this was because it was all very natural wa sthe
filming.Having props is not a noermal convention in the rap genre msuic vidoes , however
clothing is a vital.Clothing reresets the artitss indivuality and also reflects the genr eof music
so clothing in a music vidoe is key.Typical clothing of our genre is hoodies, bright colours
aswell as monochrome colours,latest trainers and oerall a very retro original style.All these
charactersistics our artists carried out sucessfully.