1. In what ways does your
media product use, develop
or challenge forms and
conventions of real media
products?
Charlie Reynolds

2. Music Video Conventions.
When researching into music videos, we noticed each genre
had their own conventions. This is because it labelled the
music videos and allowed the audience to realise what type
of music video genre it is. Examples of this is:
- Hip-Hop – Expensive cars, naked women, big jewellery
- Pop – Bright colours, dance routines, close-ups
- Indie – Black and white, story line, lyrics match the
visuals
- Rock/Metal – Dark colours, bands playing, black clothing
These are quite obvious when watching and are easily
noticeable.

3. Conventions we have used.
In our music video we used many different conventions that helped our music video
seem professional and on the same level as actual professional music videos.
Firstly, we looked at the original video to see what conventions they have used as
this is what appealed to Lana’s audience and we wanted to be able to appeal to
whole variety of audiences.
- The first convention we used was using the black and white effect. We did not use this
throughout but the majority of our footage is in black and white and this helps the
video look skilled and also because it suits the genre of the song which is Indie.
- The second convention we used was using the story line so the music video made
sense. When a song is about break-ups or love, you tend to see it. For example, a
compilation of scenes showing a couple falling in love or different shots of a couple
fighting, which we showed in our music video. We did this by over-laying the clips on
the singer by decreasing the opacity of the shot. We thought this was very effective
because as she was seeing this, you were able to visualise what she was saying.

4. Conventions we developed.
Even though we used conventions, we wanted to
exaggerate them so we put our own twist on it.
For example:
- when we used the black and white effect, we
also converted to colour throughout the video
and we thought this was a good idea because it
gave the video variety and also changed for the
audience to not get bored.
- We made the actress the main focus throughout
so the audience really got to grip of what she
was feeling and it allowed the audience to feel
her emotion by watching her facial expressions
and body language.

5. Conventions we
challenged.
We decided to try and challenge some conventions
throughout our video so we had our own style and we
wanted it to be different to others.
- We decided to add certain lyrics throughout the video so
the audience can really take in and understand what the
song is about. You don’t normally see this in an Indie
based song because it is seen as being quite poppy and fun
however we kept it to suit the genre and style of the
video.
- Also, we over-laid clips quite a lot which you don’t see in
a normal indie music video. We did this because again we
wanted to be unique and it was appealing for the
audience as people commented on it saying it “worked
really well” and “transitioned the clips together
nicely”.

6. Digipak Conventions.
As we researched into different digipaks we
started to notice similar conventions in similar
genres. The conventions of music videos normally
impact the way a digipak is made. They reflect
each others features, for example:
Rihanna - Nicki Minaj -
Lana Del Rey -