This document discusses how forms and conventions are used in media products to categorize content for audiences and set expectations. It then analyzes how the student's music video, digipak, and website products both adhere to and challenge conventions from other real media works. Specifically, it notes the music video borrows fast-paced editing and camera angles from other works. The digipak and website share similar color schemes with other works but challenge conventions around including the artist's image.

1. IN WHAT WAYS DOES YOUR MEDIA PRODUCT
USE, DEVELOP, OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?
OLIVER CHRISTENSEN

2. OLIVER CHRISTENSEN
FORMS AND CONVENTIONS
▸ They are the ways that the media industry use in order to categorise
and market media to different audiences.
▸ Allows an audience to know what to expect from the media product.
▸ Conventions include the small details that affects the overall feeling of
the media product.
▸ Affects the way in which a media product is made in terms of style,
camera movements, angles, editing, pace, and narrative.
▸ Forms and conventions can be both challenged and adhered to in
order to follow the audiences expectations or to make them consume a
media product that may have something a little different in it.

3. MUSIC VIDEO

4. MUSIC VIDEO
PERFORMANCE
▸ We used the same type of breakdance/ballet for the dancers
this fast style of dancing is aesthetically pleasing.
▸ The stretched arm fills the frame and gives leading lines for the
eye to follow creating a visual engagement for the audience.
Our Music Video Martin Solevig- Intoxicated

5. MUSIC VIDEO
LIGHTING
▸ We employed the convention of utilising silhouettes by
backlighting the artist and by underexposing the artist just
making the outline visible. This adheres to dyers star
theory of making the artist both present and absent.
Our Music Video Major lazer- Cold water

6. MUSIC VIDEO
LIGHTING
▸ We used a smoke machine and a cool (blue) light on the smoke
with a warm (orange) light lighting the artist.
▸ We did this so that we could follow the convention of using a strong
blue smoky backdrop which the audience finds visually pleasing.
Our Music Video Major lazer- Cold water

7. MUSIC VIDEO
EDITING
▸ In our music video we used faced paced cross cutting which adds a sense of action and increases the tension.
▸ You Make Me, employs this same editing technique and this allows the audience to be engaged as well as see
the comparison between the previous scene and compare it.
▸ The pace of the cross cutting mirrors the song which makes the music video more visually engaging.
▸ The fact that on the initial frame the artist is absent and in the second scene the artist is present reinforcing
dyers star theory.
Our Music Video
Avicii- You Make Me

8. MUSIC VIDEO
CAMERA
▸ We used the same high angle shots for our street dancer as Avicii.
▸ The framing is also similar, as both clips utilise the rule of thirds
with a mid shot so that the dancer is in frame but it is tight meaning
that the audience can see more of the detail within the frame.
Our Music Video Avicii- You Make Me

9. MUSIC VIDEO
SET
▸ We challenged the convention of having busied sets with vibrant colours. This
has resulted in a pure and simplistic aesthetic that makes the audience focus
more upon the artist instead of the set.
▸ Challenging this convention adheres to Richard Dyers star theory in saying that
the star must be both ordinary and extraordinary due to the use of the artist
being the main focus and ordinary due to the fact that the artist is in normal 1x
speed whilst the paint is slowed down 50x
Our Music Video Martin Solevig- Intoxicated

10. MUSIC VIDEO
PROPS
▸ We followed the convention of omitting the use of any props.
▸ Props get in the way of the star and removes the focus from
them, and considering that one of the main objectives is to
promote the artist.
Our Music Video
Major Lazer- Martin Solevig- Avicii

11. DIGIPAK

12. DIGIPAK
COMPARING SIMILAR CONVENTIONS IN DIGIPAKS
▸ The colour scheme is similar and the use of black is a increasingly used convention that is simple, and eye catching.
▸ The lighting is also similar in both
▸ The conventions used for the CD cutout is also similar due to the fact that there is a use of the actual shape and size
of the cd which will go on top so that once thew CD is removed the silhouette is still there.
▸ On our digipak the artist is present meaning that the artist is synthetic, whilst on The 1975’s digipak the artist is
absent meaning that the artist is organic. This challenged convention means that because the artist is new she can
gain recognition and develop her name as a brand.
Our Digipak The 1975

13. WEBSITE

14. WEBSITE
COMPARING SIMILAR CONVENTIONS IN AVICII
▸ The colour scheme is similar and the use of black is a increasingly used convention that is simple, and
eye catching.
▸ Both websites clearly show the social media links and this helps to be able to make the artist present but
absent at the same time because you can look at the life of the artist, but you cant physically talk to them,
all the audience are being provided with is a construction.
▸ In Avicii’s website there no sign of the artist so he is organic, but our artist is synthetic but also adhere to
dyers star theory of being present and absent due t the fact that the image is of the artist on a television.
Our Website Avicii

15. WEBSITE
COMPARING SIMILAR CONVENTIONS IN AVICII
▸ Both websites feature a top bar with social media links.
▸ The artists website also has the navigational bar with the same ‘Music’, ‘Tour’, and ‘About’ pages.
▸ We both share the same convention of putting the music video on the homepage.
▸ We challenged the convention of using vibrant yellow and used black because it adheres to the
interests of our target audience and has a visual link with our music campaign.
Our Website Avicii