This document discusses conventions used in drum & bass music videos and promotional materials for albums. It identifies several conventions including: high tempo with quick cuts and camera shots; matching images to the beat; including narratives and urban themes in videos. For promotional materials, conventions discussed are using the artist's name, album title, images, release date, record label, and reviews. The document compares examples from Pendulum and Chase & Status to analyze how their promotional materials follow conventions and how the student's materials align with conventions as well.

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

2. ‘A way in which something is usually done, especially within a particular area or activity.’
Drum & Bass Conventions:
 High tempo
• Quick cuts
• Range of camera shots
• Jump cuts
 Image matches beat
 Full Narrative
 Urban theme
 Mise-en-scene
• Hoodies
• Tracksuit
• Masks (Theme of identity)

3. Crime
Urban
Scenario
Identity

4. Computer Generated Images (CGI):
With the use of computer generated images like in The
Prodigy – Warriors Dance the use of technology could be
fully utilised in attempt to gain full marks.
Lip Synchronisation:
Lip synching is a main convention of any form of music
video. The use of quick cuts and lip synching is very
effective in Chase & Status – Pieces as it matches the beat
with each cut. This aspect is missing from our own video.
Artist Performances:
Combination of performance and narrative is a common
convention of music videos. Although we aimed for a
full narrative, aspects of performance could have
improved it in some areas.

5.  Artist name
 Album name
 Image of artist
 Release date
 Use of brand image
 Artist logos
 Record company
 Websites - Artist + record company
 Key features of album
 Reviews + Rating

6. Best reviews used to
emphasise how good the artist
and album is.
Artist name in biggest writing to attract
audience eye and promote the band.
‘Presents’ used to prevent confusion
Image of the product being between artist and album name.
promoted (Digipak) to allow
customers to easily recognise
it. Artist main tour dates to
provide fans information where
and when they will perform.
Release date to inform the
customers when the digipak is
released in bigger, bolder Album title in bigger, bolder
writing as it is more important. writing to make it stand out
and promote the album title.
Highlighting the key
feature of the product.
Record label logo to show they
Barcode that the target support this artist and generally
audience can scan in order promote the reputation of the
to receive access to more artist.
Artist website to encourage Artist website to encourage
information about the artist
users to visit for more users to visit for more
and album.
information. information.

9. Comparing our advert to that of Pendulum, there are obvious similarities with the artist name being the convention that
stands out most. For example with the promotional sentence the artist name is significantly larger. As well as the key
features and the promotional sentence, our adverts share the convention of telling the audience where they can purchase
the product – although we only have a recognisable iTunes icon whereas Pendulum have a number of distributors due to
being a bigger, more successful artist in the drum & bass market.

10. When comparing our advert to that of Chase & Status’ No More Idols, there were a few similarities between the two in
terms of conventions of a promotional advert. To begin with, they included reviews from magazines to emphasise to their
audience how good the album is. Also, Chase & Status have included tour dates/locations to not only promote the album
but their live performances. These aspects are also found on our product, making it seem more legitimate and professional
that our product shares conventions with real media products of the leading artists of our genre.

11.  Name of artist
 Name of album/single
 Pictures of artist
 Artist information – Vocalist, Guitarist etc.
 Track list
 Bar code
 Record label
 Copyright
 Consistent house style - font, colours etc.
 Spine - featuring artist + album/single name.

12. Record label logo to show they Artist name / band logo on
Album title on front cover so
support this artist and generally Track list which is a front cover to inform the
that all the audience can see
promote the reputation of the key element of a audience of the artist of
when the product is on the
artist. digipak to inform the the digipak. Inclusion of
shelf is the most important
audience of the song ‘presents’ to prevent
information – written in
content. confusion between album
Barcode that the target audience can boldest/red writing to be
and artist.
scan in order to receive access to more more appealing.
information about the artist and
album. Extra panel of image used I n
advert to keep to the urban
theme of the digipak.
Barcode that is used by stores to Spine of the digipak with the album and
scan the product in to the artist name written on – still in the same
system and give the digipak a house style as rest of the digipak. Makes
unique value. the digipak easy to identify when stacked
sideways on a shelf.
Website provided for
audience find additional
information about the artist Disc tray which is a key
regarding tour dates, news feature expected from an
and downloadable content. album to hold the disc.
Free discount code provided
to buy merchandise – only
available with the purchase
of the digipak.
Message from the artist to Continuous image from 3
Social networking accounts the fans to attempt to panels is a common feature
where fans can follow and keep connect with their audience. in some digipaks. This also
up to date – competitions and highlights our urban theme
‘give aways’ would also be by having city streets.
provided.

14. Consistent house style –
underwater theme which is
appropriate to album title.
Artist name in biggest writing to attract
audience eye and promote the band. ‘Presents’
used to prevent confusion between artist and
album name.
Album title in bigger, bolder writing to
make it stand out and promote the
album title.
Spine of the digipak with the album and
artist name written on – still in the same
house style as rest of the digipak. Makes
the digipak easy to identify when stacked
sideways on a shelf.
Track list which is a
key element of a
digipak to inform the
audience of the song
content.
Barcode that the target
audience can scan in order
to receive access to more
information about the artist
and album.

15. In comparison to Chase & Status – No More Idols our digipak shares a number of conventions that are expected
from the audience. The main similarity between these two albums are that the most important information such as
the artist name and album name stand out from the toned down house style with the use of bold writing and bright
colours. This aspect would make our product more eye catching for our target audience making it more appealing
for them to purchase.

16. In comparison to Pendulum – Immersion, our digipak shares a few similarities in terms of conventions of a digipak.
With the key features such as bar code, album title and artist name being the basic expectations, our digipak shares
the copyright laws and record company logos and consistency of the house style along the spine with Pendulum’s
album. This shows that we have produced a professional piece of work with close attention being paid to detail.

17. As shown in this presentation, the use of conventions
and expectations were a highly important guide to
creating products with a professional feel.
With the comparisons I have provided with our
products and leading artists of our genre, there are a
number of noticeable similarities. However with our
masks in our music video for example, the process of
considering conventions and challenging them to
adhere to your own unique product is vital to building
your own brand image.