1) The video, digipak, and website for an indie pop band adhere to common conventions of the genre. This includes using wide shots of the full band, upbeat editing to match the song's tempo, colorful lighting to set a party atmosphere, and positioning the singer in the center. 2) The digipak and website also follow conventions through a minimal design with band headshots and a consistent color scheme. 3) The representation of the band members as young, white males from a middle-class background matches stereotypes commonly found in indie pop music.

1. ADVANCED PORTFOLIO
:CREATIVE CRITICAL REFLECTION
Marcus Oakley- Green

2. TECHNICAL CONVENTIONS OF VIDEO
• The camera shots that we used in our music video followed the
conventions of the indie pop genre. One of the most common shots was
a wide shot which established the hole band and the style they had. It
also showcases the singer in the middle of the frame therefore, the most
important.
• We positioned the band members in a classic band set up as we want
the audience members to be able to understand this was a group
quickly
• Our video is on the left and an example from another artist is on the
right

3. TECHNICAL CONVENTIONS OF VIDEO
• The editing we used in this video suited the tempo of the song. The
song had an upbeat tempo and therefore the editing had to match as
we wanted them to be cohesive. The quick cuts show the singer in
different positions but still singing. We used this theme in our video as it
adds verity to the video and lets the audience have a change in scenery
to keep them interested.

4. SYMBOLIC CONVENTIONS OF VIDEO
• The lighting we used in this video was colorful. This was important as we
wanted to set a clear an obvious mood. This was an upbeat party
atmosphere. Therefore, by using LED light strips we where able to create
this effect as they are bright and colorful. We also used different colors
to create a vibrant style. These where purple and greens. We also had a
rap section where we used just red. This showed a darker and more
sinister atmosphere which showed lots of contrast between the two
sections
• Here is our two lighting states then the lighting states of a similar styled
video

5. SYMBOLIC CONVENTIONS OF VIDEO
• The character position we used was a conventional band set up.
Therefore the singer was in the middle as we want the audience to focus
on them. The band are also positioned around him. This shows how they
are supporting the singer and are also still part of the group.
• The band are also positioned behind the singer in the background or
around them.

6. DIGIPAK-STRUCTURAL CONVENTIONS
• Covers from other artist in our videos genre follow a similar format.
Therefore we chose to take inspiration for this. We showed all the band
members in a naturalist position. The text was also clear an obvious. The
cover also followed a clear color scheme and minimal editing. The cover
had to be fairly neutral and normal therefore we had headshots of each
band member. Similar products to this are shown bellow

7. DIGIPAK- STRUCTURAL CONVENTIONS
• As well as the layout and images the color and font was important to us
as well. We went with a similar color to as the video and we deiced on
red. Therefore we had a red light in the background. The font we used
was cohesive to the website as well it showed cased the style of the
band which was indie. Therefore we went with a handwritten style and
had the album in large and the bands name smaller. This is because it
would be the bands first album and they want it to be reckonable.

8. WEBSITE- STRUCTURAL CONVENTIONS
• The website layout had to be simple and easy to use. Therefore we kept
it minimal. The conventions we needed to adhere to where, the color
scheme had to fit the artist video and the digipak. Therefore we chose
white as it was clean and worked well. The image we used was either
from the video or a sunset which we took. This is another key image of
the indie pop genre as it symbolizes a relaxing and feel good vibe. We
took inspiration from other artist from similar genres.

9. WEBSITE- STRUCTURAL CONVENTIONS
• The font we used had to adhere to both the style of the digipak and the
website. Therefore, we went with a classic italic font. This kept in the
style of both products. The images used also adhered to both products
used. They where simplistic and yet represent the band in the way we
wanted them too. This is a similar convention to the indie band genre.

10. REPRESENTATION OF THE ARTIST
• The representation of our artist adheres to the conventions of the indie
pop band genre. Our singer is a young male. This is a stereotype of the
genre as it is dominated by young males. This is due to them being
seen as heart throbs who will attract girls.

11. REPRESENTATION OF THE ARTIST
• The artist ethnicity and class is also adhering to indie pop conventions.
He is a white male from a middle class background. There are many
male indie pop singers such as King Krule and Rex Orange County as
well as Matt Healy. Therefore, our artist is adhering to the conventions of
this genre.

12. REPRESENTATION OF OTHER
CHARACTERS
• The other characters in the video also adhere to the conventions of the
genre. They are all similar to the singer therefore, they follow the
conventions of the indie pop genre. They are also young males. They are
all similar as they appear to be all good friends which is a relatable
theme for young audiences.

13. REPRESENTATION OF OTHER
CHARACTERS
• The ethnicity of the other band members also coheres to the
conventions of the genre. As well as the singer they are white from a
middle class background. This is because the indie pop band is a branch
off of traditional boy bands and have gone down a different path in
both the music and style. However, the format hasn’t changed much.