The music video challenges conventions by showing the artist writing on a camera and including filmic shots of him walking with no performance or effects. It develops conventions through its use of dancers in a non-commercial way and by showing the artist performing still against a wall without looking at the camera. The video also uses conventions like showing the artist playing his instrument and through its use of special effects. The album design challenges conventions with a handwritten font and realistic design elements, while the poster uses a known photo from the video to promote the artist's genre.

1. Evaluation Task
#1
In what ways does my music video use,
challenge and develop conventions of existing
media profucts?

2. 6 Stills
1. Camera
-> CHALLENGES – we try to create the feel as he writes on the
camera which is something that should not be done as the camera
is a high tech tool. Also, there‘s no performance element, neither
does it contribute to a narrative.

3. 2. Style
-> CHALLENGES – as this shots are more filmic than a
usual music video. He‘s only shown walking up the
stairs, no performance, no effects.....

4. 3. Dancing

5.  -> DEVELOPS – dancers are often used music videos!
But usually they are rather commercial dancers that
dance for or together with the artist and tehrefore the
song is dancy. This is why we neither challenge nor use
this convention but we develop the dancer idea and put
it into a completely different content and music genre.

6.  4. Performance (1)
-> DEVELOPS
the convention, as
we see the artist
perform/lipsing but
instead of acting it he just stands still against a wall and
doesn‘t even look into a camera.

7.  5. Performance (2)
-> USES the convention as we show the artist playing his
instrument, or rather see Cus of his hands playing which is
commonly used in music videos that are by bands or artists
that play their music themselves.

8.  6. Special effects
-> USES the convention especially nowdays as the
technology gets better and better and more artists use CGI
in their videos to add value and the level of interest, or
enhance the look of the video.

9. 2 panels of digipak

10.  The font CHALLENGES conventions of album cover
styles because we keep it really realistic by using
the actual artist‘s writing and scribbling to underline
the genre of Peter & The Wolf which is INDIE. This
font makes the digipak more real and personal.
 We also use the same background wallpaper as in
the video instead of coming up with a whole new
fancy design.

12.  Also, we don‘t use any photos except for one polaroid
which CHALLENGES the convention of using new
technology to edit photos.
e.g.

13. 1 poster

14.  Simple,no photoshoped changes made.
 Using a known photo from the music video to remind
fans of it and maybe encourage customers and create a
‚style‘ or unique selling point.
 It also refers back to the genre of the music.
 Eg here we can see how RnB/HipHop uses ‚sex sells‘ to
promote their music!

15.  How is the artist represented as a person?
He stares melancholicly out the window into the wide
world… which refers to his genre.

16. Whereas....
 The Prodigy eg, stare with an aggressive expression
right into the camera conveying the feel that the band
and their music is tough and loud and intrusive. Also
they want to take over the world with their music
whereas Peter just cares about his music because it
makes him happier and not about marketing himself.
(Of course he wants to sell his album… this is just his
reputation as a musician.)

17. Thank You.