The document discusses conventions used in a music video project. It begins by explaining the research conducted into conventions used by artist Armin Van Buuren. It then analyzes the conventions used in the student's own music video, such as close-ups, performance elements, and narrative. The student challenged conventions like emphasis on production and voyeuristic treatment of women. The document concludes by discussing conventions used and challenged in the student's ancillary products like a magazine ad and CD packaging.

1. Evaluation – question 1

2. When researching into which conventions I used, I needed
to go back onto my blog/ previous work to help see which
conventions I did and did not conform to within my work.
The main way that I first used research into conventions to
help structure my ideas was my research into the theorist
Andrew Goodwin:
As shown from this screenshot from my blog, this is my
initial genre research. Comparing my research of Andrew
Goodwin’s theory and to my final product, I can see how this
will have had a large impact on my planning of ideas/ final
ideas, because I have used a few of the conventions stated.
When I researched into this theorist, it also helped me be
more informed on what had to be contemplated before
creating a music video. This also helped me think about how
to specifically attract the target audience of my choice and
the way in which they would respond to my choice.

3. Another aspect of my research, which helps the construction
of this question to help reflect my workings with
conventions, is my personal research into dance/ pop music.
This research helped me to investigate more into different
conventions, or conventions which could be developed.
Within this research I was able to research into real media
texts from other dance/pop artists. (Such as the example
above), I watched music videos, and from this I was able to
think about what conventions these artists had involved, and
what I could possibly involve too. I was able to do because
of the previous research of theorists and my own research, I
was able to apply this to products and have my own opinion
on what did and didn’t work.
From my research I found that the music videos followed a
certain way of following the conventions, but in different
ways so that every different music video had a diverse way
of using the conventions while still being able to suit the
artist’s styles.
This research also helped me have a better idea on what
specific artist within this genre to choose.

4. As this research helped me choose which artist I wanted to
focus on, I was able to then involve my artist and this helped
me learn more about Armin Van Buurens production style
and how he is able to apply conventions.
I then started to review over Armin Van Buurens music
videos. This helped me to find out which conventions he
does and doesn’t use.
Conventions he uses Conventions he challenges
Narrative: within every one Armin
Van Buuren’s music videos, there is
a strong and clear narrative. They
are mostly focused around
relationships
Link between visuals, music
and lyrics: within the music
videos, Armin Van Buuren focuses
more on a true narrative, which is
not a full visual link between the
music and visuals/ lyrics. This is
an important convention of genre.
Although the artist is able to
create a narrative which is still
interesting, without needing to
have a link between its visuals
and lyrics.
Performance element: within
most music videos, which Armin
Van Buuren is a part of,
performance elements are one of
the strongest points within the
Emphasis on production: Armin
Van Buuren is presented to
challenge the convention of
emphasis on production within
his music videos. This is because

5. video. They are often presented
including wide shots and a scenic
location as the background (beach,
sunny countryside/ desert).
his music videos are more based
solely around a strong narrative. I
feel that also this convention
wouldn’t be suited to the genre, as
it is more common within the rock
genre, and Armin Van Buuren is
within the pop/dance genre.
Voyeuristic treatment of women:
within music videos including
Armin Van Buuren, there is often
voyeuristic treatment of women.
This is identified by female actors
been presented in bikinis or
‘damsel in distress’ waitress, who is
then shown lying over the cars in
one of the music videos/
Close ups: although Armin Van
Buuren challenges the
conventions of close ups, this
doesn’t coincide for the shots used
and how well it helps structure
the music video. This is because,
Armin Van Buuren does use close
ups on occasions, but also uses
shots such as wide shots, tracks,
pans and establishing shots. These
can all work together and help
create

6. Mise- en-scene: there is a good
level of mise-en-scene within the
artists music videos. This is due to
the costume/clothing always been
interesting and fitting of the song.
The locations/ set designs and
lighting are also always vibrant and
remarkable locations, including
high key lighting. The props, if
needed are always significant to
the song and help support the
narrative (the prop of cars).

7. Now that I have researched and have full knowledge on
what conventions Armin Van Buuren does and doesn’t use, I
now need to evaluate what conventions I did and did not
use. By doing this I will then be able to explain my choices
and reasons for each one.
Conventions I used Conventions I challenged
Close ups: Voyeuristic treatment of
the female body:
Performance element: Emphasis on production:
Narrative: Link between visuals,
music and lyrics:
From my comparison of my product’s conventions, and
what Armin Van Buuren involves within his products, I can
see how I have created simularities within my work and in
comparison to my artists, and also the dance/pop genre.

8. Why I chose these:
Close ups: Within my first ideas, and first draft shooting
script, I knew I wanted to use close ups within some shtos of
my music video. This was a strong idea because I felt that
close ups were a good shot which helped to strongly express
the character’s emotion (close up on face). This is something
I neeeded to strongly represent, due to my product being
based around a narrative of a break-up within a relationship.
So using close ups to help express these factors, were most
fitted within my work. Through using close ups, I am also
conforming to the pop/dance genre, although I am
challenging Armin Van Buuren because not many of his
music videos involve close ups, or if they do, there is only 1
or 2 shown.
Performance element: I based my first and final ideas
around a performance element. This is because a
performance element is common within music videos, and is
a main convention within the pop/dance genre, and which I
wanted to conform to. I chose to conform to involving a
performance element within my product because within my
ideas, I thought that it would be a good way to help the
audience understand my product better (as it would express
the two different time frames of one character within one
occasion) and would be a good element to help separate the
narrative, and so that my product was not fully narrative.
This is because I felt that my audience may become easily
uninterested in my product if it was full narrative, so
including the performance element, helped give a slight
break inbetween shots of the narrative. Another reason why
I involved a performance element is because I would also be
conforming to my artist. As Armin Van Buuren uses
performance element within mostly all of his products, I felt
that I would be able to conform to his style, in an easy way
by also involving a performance element.

9. Narrative: Another genre convention, which also would
help me conform to my artist, is including a narrative. I
conformed to involving a narrative within my music video as
I had evidenced Armin Van Buuren having a narrative in his
music videos, and I felt that it would help make my music
video interesting, both visually and textually. I used a
narrative of romance, friendship and heartbreak within my
music video. I chose to work within this style because the
song involves lyrics, which meant I could easily link a
narrative to the song, without having to be stringent on what
I could and couldn’t include. From the lyrics “I won’t make it
to the show without your light”, I instantaneously knew that I
needed to base my narrative around a relationship.
Which I challenged:
Voyeuristic treatment of the female body: Although my
artist bases his products around the convention a lot of the
time, I felt like I needed to challenge this convention. I have
not followed this convention as I felt like it would not fit
within the narrative/themes of my product. This is due to
my music video being about an emotional time within a
break-up/ relationship. It could also express my female
character to be degraded within my product by using this
convention with my narrative. This convention does not
conform to my music video.
Emphasis on production: I challenged this convention of
emphasis on production. This is because, although it is a
theorist’s convention of a music video, it is generally more
common within the rock genre. I felt that it simply wouldn’t
conform to my product, as the song wouldn’t be appropriate
for shots of the emphasis on production, due to the genre
and narrative, which would also be involved. I am also
conforming to Armin Van Buuren by challenging this

10. convention. This is because he bases his music videos
around narrative, and his songs wouldn’t fit scenes of
emphasizing the production process.
Link between visuals, music and lyrics: This is a
convention I didn’t plan on challenging at the very beginning
of my research and ideas, and I also even tried to include it
within my first cut music video. I challenged this convention,
because even due to trying to conform to it, I felt that it
wouldn’t fit my music video correctly, as my song choice and
especially the narrative wouldn’t fit this convention. By not
including this convention, I have not challenged my artist.
This is due to Armin Van Buuren also not involving a link
between visuals, music and lyrics within his products, as he
focuses more on true narrative, and this is something I also
wanted to follow the style of.
What did I develop?:
Performance element: I developed the convention of a
performance element. This is because, although I had always
involved a performance element within all of my ideas.
Within my first cut and first cut ideas, I
only involved the performance element at
specific points (the beginning and some in
shots in the middle). From constructive
feedback, I then re-filmed my
performance element and involved the
performance element all throughout my
music video instead.
Close ups: I developed the use of close ups as they are
present in my music video, but I do not use them as often as
other shots. This is because I mainly use close ups within the
performance element or on characters faces. This is because

11. I am trying to represent the emotion of the
characters, and this is a main aspect of my
narrative. I also wanted to keep a variation
of shots.
Links between visuals, musicand lyrics: I challenged this
convention. This is because as stated earlier, I tried to fully
involve this convention but I felt that my music would work
best without this convention. I have
developed this as I have included slight
links between visuals, music and lyrics
within my music video. This is not a strong
amount of links, and they aren’t the
clearest, but I have still been able to
develop this convention into my work.
Conventions of digipaks and magazine
advertisements:
Within my work, I also needed to research into the aspects
of digipaks and magazine advertisements. Even though this
was a smaller amount of research, I still needed to make
sure that I had researched everything, which needed to be
included into my work.
Within this ancillary product research, I researched into my
artist’s work. I was able to compare Armin Van Buuren’s and
other artists work against genre conventions. From this I
was able to conduct research for my own ancillary products,
and be able to create ideas based around conventions I did
and didn’t like.

12. Similar to my music video, I needed to identify what
conventions I did and didn’t use and link this to the
conventions of ancillary products:
Conventions I used:
Conventions of magazine
advertisements:
Conventions of digipaks:
Reviews: reviews aren’t always
on magazine advertisements.
They help give a positive aspect
on the product, and a small
section of opinion, which can help
the audience.
Relevance to genre: the digipak
needs to represent the genre so
that the audience’s will be able to
easily recognise it.
Images: on a magazine advert
within the music genre, there are
mostly always images of the artist.
This is a good convention as it
helps audiences easily recognise
the artist/ remember the
Colour scheme: the way in which
the artist’s works or the
conventions within, will generally
link to the colour scheme of the
digipak

13. advertisement easily.
Social media: social media is ever
growing, and is a convention of
being on advertisements. This will
include Facebook pages, websites,
and Twitter/ Instagram links.
Main images: the images on the
digipak need to be relevant to the
product and involve official
information such as the name of
the artist, song list, and bar codes.
Text: on advertisements the text,
which is present, is an important
factor. They generally involve
adjectives such as ‘amazing,
brilliant, outstanding”, these help
the product stand out more/ be
more appealing. The artists name
is always a large size text, and
other sections would be of
smaller/ different sizes.
Reviews: the reviews can
influence audiences, if they make
the product seem more in demand
Information: the information on
magazine adverts is always
relevant to the artist/product.
Such as: title, release date,
reviews.
Information: the information
involved in the digipaks will be
background information, titles,
and acknowledgments.

14. Conventions of ancillary products from my artist:
Conventions Armin Van
Buuren uses:
Conventions Armin Van
Buuren challenges:
Colour scheme: my artist is
able to conform to this as his
albums all have a colour
scheme which is also
adjacent to the style which
the artist is trying to present.
Social media: my artist
challenges this convention
due to his products not
including social media
aspects/ only small amounts.
This is because my artist
doesn’t need to involve social
media aspects on to his
products.
Main images: the artist
conforms to this convention
because he always has a
main image on his products,
which is himself. This helps
the audience to
identify him/his
work.
Stickers: my artist doesn’t
use stickers on his artwork.
This is because they do not
relate or help my artist
express his work.
Text/information: he is able
to use sections of text within
his work. This helps the
audience have an insight on
his work. He only uses
information, which is needed.

15. Relevance to genre: Armin
Van Buuren has a strong
theme to express his
relevance to genre. He is able
to represent this by the
colours and images in which
he mainly uses on his
products. The relevance to
genre within this, is that his
colour choice is mainly
always bright and images
link to the dance/pop genre.
This is clear because if my
artist was linking to a rock
genre, he would
stereotypically and
conventionally use dark
colours, and very different
images.
From comparing my used and un-used conventions to my
artists choice of conventions, this has helped me identify
why I did/ did not use certain conventions, and how I
followed my artist’s choices in some aspects.

16. Which conventions I used:
Reviews: I conformed to the convention of using reviews on
my products. This is because I felt that reviews are a small
and easy way for my audience to have a slight insight on my
product before committing to ‘buying’ it.
Images: I conformed to using images within my products.
This is because I felt that it is a very common convention,
and I thought it would help structure my entire narrative
through images. Images are a main aspect especially for
digipaks, and I am able to also conform to my artist through
this. This is because I am able to use images on my magazine
advert and digipak, and present them in similar ways to my
artist (having the artist on the front cover/ shown on
magazine advert).
Social media: I have included references to social media on
my products. This is an aspect I have conformed to because I
feel it helps make the product seem more realistic. This is
especially due to having a fully functioning QR code on my
magazine advert.

17. Text/information: I have also conformed to using text and
information within my products. This is because I felt that,
similarly to images, the use of text/information
is a main aspect within my ancillary products.
Although I am conforming to my artist. This is
due to only using specific/important
information on my products. This is because I
feel that irrelevant information degrades the
products and is not very enthusing for the
audience.
Which conventions I challenged:
Stickers: I challenged the convention of stickers, similarly to
my artist. This is because I feel that stickers were an un-
needed method to try and help advertise the product. I have
included track names on the back of my digital, but nothing,
which would try to advertise them, is on the front cover.
The creation of my digipak is original but also can conform
to Armin Van Buuren’s style. This is due to me being able to
take ideas from one of his own products. The ideas in which
I chose to conform with Armin Van Buuren, were based
around the layout and styling of the digipak. I have also been
challenging the conventions of Armin Van Buuren’s work.
This is evident by myself involving social media aspects into
my work, whereas this is a main aspect in which Armin Van
Buuren challenges within his work.
What did I develop?:
Text/information: this convention
was a main aspect within my work.
This is a convention in which I

18. chose to develop because I felt it was one of the most
significant features, and it can be communicated in several
different ways. This made it interesting for me when it came
to the selecting and placing of specific amounts/types of text
and information. This is because I was able to experiment
and develop on my ideas, through this I was able to trial
with different sizes of text, colours and the amount of
text/information, which I thought would suit my product,
the best. Normally, my artist doesn’t involve much
information/text within his workings. This made it easy for
me to be able to develop on this. I was able to develop on
this by ensuring I had involved a track list and a special
thanks within my work. This shows I have stayed closed
within the artist’s conventions, but I have also developed
these ideas.
Images: this was a second convention in which I thought
was important within my workings, and which I thought I
could create many ideas from my development. I thought
that images were an important convention because they are
the main aspects (apart from my music video), which help
give the audience an insight on the narrative or journey of
the artist. I felt that my images needed to be cautiously
arranged and chosen to a high standard in order for my
work to achieve a high appraisal.
Working alongside this
standard and developing
onto my artist’s work, and
mine I was able to develop
an idea, which was fitting to
both a good composition but also helped maintain the
narrative in a robust structural way. This idea helped
express my development of my artists main workings, as I
was able to stray away from the idea of using plain coloured

19. backgrounds for sections or to base my work solely around
the artist (much like Armin Van Buuren’s work).
What did I conform to mostly?
When reviewing my work and my chosen conventions, I
have been able to analyse and decide if I mostly was sided
upon conforming conventions or challenging conventions. I
have found out that overall, across all of my products I have
been able to conform to conventions more than challenge
them. I feel that this is due to reviewing/ researching into
many previous products, and especially previous products of
my own artist. This I feel has mostly helped me with my
decisions and has made me have a better insight on the
different conventions, thus, which I was then able to use.
The genre in which I had chosen was also a large influence
within my decisions. This is because every genre has specific
conventions, and I feel like for my chosen genre
(pop/dance), that I have stayed close to the stereotypical
conventions within.
In conclusion, I think that my products are able to conform
to many conventions, while also being original and also
adhering to some of my artist’s chosen styles/ conventions
too. These aspects working together has helped make my
product more suited for my target audience and overall
helps create a good product.