The document discusses how the music promotional package uses and develops conventions of existing packages. It summarizes that the music video uses a mixture of narrative and performance elements. It features the artist skateboarding as a way to cope with being obsessed with a girl, drawing on conventions of showing the guitarist playing and introducing the narrative character. While some conventions are followed, like the location, colors, and props featured in indie rock videos, the package also challenges conventions by using a skate park as the location and changing aspects like the album cover and contrast in the video effects. Overall, the package aims to both utilize typical elements of indie rock music promotion as well as put its own twist on some conventions of the genre.

1. Evaluation Question 1
In what ways does your music promotional
package use, develop or challenge forms
and conventions of existing music
promotional packages?

2. Simon Frith’s theory suggests that all music videos are either
performance, narrative or conceptual. My music video is a
mixture of narrative and performance, with the performance
creating an in concert live experience for the audience and the
narrative telling a story relevant to the lyrics. As the song is about
a man who is in love with a girl and can’t stop thinking about her,
I tried make it seem as if Liam is using skateboarding as
escapism from the fact he is obsessed with this girl.

3. Almost every Indie Rock music video with performance included will feature
musical instruments being played to the song, in this case a guitar. In the
Guns 'N' Roses video of Sweet Child 'O' Mine, the guitarist is presented
playing guitar which is a prop you almost always see, I thought it would be
appropriate to use these conventions and apply them to my music video. I
think that the shots of a guitar being played with a black and white effect
reflect the genre of the song really well.

4. Every music video with narrative involved will have an opening shot of the
character who will feature in the narrative. In the Arctic Monkeys video When
the Sun Goes Down, the narrative character is instantly shown to the
audience, this is a common convention. I have used this convention in my
music video by introducing Liam to the audience. As Liams locations is not
the same as the performance parts of my video and the props in shot are not
an instrument but instead a skateboard, I knew this would imply to audience
that Liam is part of the narrative.

5. This screen shot shows I have used the conventions of an Indie Rock music
video, in this case, Arabella by the Arctic Monkeys. Indie rock videos
generally feature an opening shot of the performing artist, I have done so in
my music video. You can also see the colour scheme and effects are
similar, the black and white colours seen in Arabella are a common effect
seen in Indie Rock music videos, this effect is also seen in my music video,
however, I have developed the conventions of this effect and changed the
contrast to make it look more like an animation. The costumes are also
similar, I am seen wearing a shirt just like Alex Turner is in the video
Arabella.

6. Typically, the locations for Indie Rock music videos are either at a
concert, venue or club/pub. I have challenged the conventions of the
location and decided to use a skate park as my location. Considering
my music video is based on skating, I felt it was appropriate to do this.
Skating is also a strong representation of the genre of Indie Rock as you
associate the two together.

7. This screen shot shows more of the narrative aspect of the
music video. You can see Liam is lying down and is
stressed and tired. It is quite an important part of the video
as it shows the storyline of a man obsessed with a girl and
uses skateboarding as escapism.

8. I decided upon using a beer can as a prop to show the audience the
lifestyle of the artist and the genre, In the Guns 'N' Roses video of
Paradise City, one of the band members is seen with alcohol, this is a
common feature in this genres videos so I followed the conventions and
included it in mine.

9. As the song is about a man who is in love with a woman and is obsessed
with her, I felt it was conventional to include a shot that showed that to the
audience. In this shot you can see that Liam is texting a girl asking where
she is, this would hopefully indicate to audience that he is obsessed with
her.

10. This is another shot of skate boarding which is a massive
part of my video, the video is based around skateboarding
and Liam being obsessed with a girl so he uses
skateboarding as an escape route.

11. I included a cigarette as a prop as you generally associate this prop with
the lifestyle of rock stars. Cigarettes are a common feature in the genres
music videos and as you can see the prop is shown in the music video
Paradise City by Guns 'N' Roses, this shows I have used and followed the
conventions.

12. Digipak
My front cover is very different to the existing album cover for the album AM by the
Arctic Monkeys. I have challenged the forms and conventions of this album cover
by adding the band name and album name and including an image of what is
meant to be a band member. However, I have stuck to the conventions of the
colour scheme and developed them slightly by using black, white and grey. This is
to reflect the dark feeling you associate with Indie Rock. With the back cover, you
can see I have used the conventions of the existing digipak, I included a barcode
and record company which are conventional features on the back cover of a
digipak. I also included a songlist of the album, this is another convention of the
back cover of a digipak, in any genre not just Indie Rock.

13. Magazine Poster
My magazine poster follows the conventions of existing
magazine posters. In the All Time Low 'Nothing
Personal' poster, you can see they have included and
image of their album cover in the bottom left corner. I
have also done this as I feel it is a conventional part of
a poster that promotes an album or a song. I have also
followed the conventions by including the bands name
as the masthead at the top of the poster and included a
song/album name elsewhere on the poster. I have
developed the main image by editing it to make it suit
my genre of Indie Rock better. I have also included a
guitar and chose dark colours for my costume which I
feel is conventional to this genre because it tells the
audience a lot about the band and the song it is
promoting as you associate the two with the genre.
Lastly, magazine posters promoting a song or album
always have advertising along the bottom, this is
usually well-known music suppliers such as Spotify,
iTunes or HMV. I have included two of these brands in
my poster to follow the conventions.