Our music video was intended to use conventions of the indie pop genre, such as narrative and performance, which we found in our research of other bands' music videos. We included a narrative between the lead singer and his girlfriend as well as performance scenes of the band. We also styled the band members according to genre conventions of dark clothing. Narrative and outtakes were included to engage the audience and relate to the song's meaning.

2. • Our music video was intended to use and develop forms and
conventions of real media products to try and involve our target
audience straight from the start. The genre of our music video is
Indie Pop. From carrying out our video research into songs from
this genre of music, we found out that most videos used
narrative and performance so we decided to follow this
pattern. For example, in our music video we chose to have
narrative between the lead singer and his girlfriend, and also
performance of the band and their out-takes.

3. Our music video shares the convention
of performance with ‘The 1975’ music
video of ‘Girls’. We carried out our
audience research on bands from the
same genre and we liked this
performance effect. We decided to
use performance in a studio and some
narrative.
From carrying out our audience research
on clothing we also decided to base our
style around the genre stereotype. We
styled the band to wear skinny black
jeans and dark clothing to follow the
conventions made by real life media
products.

4. Our music video also has narrative. We
chose to use this as when we carried out
our audience research, they said that
they would enjoy the video more if it
used narrative as well as performance so
that they could understand the meaning
of the song. This was important as we
wanted the audience to be able to
connect and relate to the song and its
lyrics.
We also looked to include some out-
takes of the video so that the audience
can see humour and gain more
enjoyment from our video. We go this
idea from another of The Kooks songs
and we felt that it fitted in with the
song extremely well.

5. • Chandler suggests that conventional definitions of genres tend
to be based on the notion that they constitute particular
conventions of content and/or form which are shared by the
texts which are regarded as belonging to them.
Our music video could be seen
according to this theory as
conventionally, indie-pop/rock band
wear dark clothing and denim and
tend to have a lot of performance in
a music video rather than all
narrative.
The convention is emphasised in our
music video when we see the band
listening back over their performance
in the studio.

6. • Goodwin suggests lyrics will make constant references to visuals
on screen. Visuals will reinforce what lyrics say. An example of
this can be shown in our music video of The Kooks – She Moves
In Her Own Way.
In this particular part of our music
video the main singer is singing
about his love for his girlfriend whilst
looking and dancing with her. This
enables the audience to see the
emotion in the performance and
gain an understanding of what the
lyrics actually mean.

7. Our music video shares the
convention of real life media
products by using a narrative story
of love throughout. This allows the
audience to gain an emotional
pleasure as they may be able to
relate to this story or perhaps want
to go and find love after watching
our music video.
Altman argues that genre offers
audiences ‘a set of pleasures’. He
believes that this is through, emotional
pleasures, visceral pleasures and
intellectual puzzles. Our music video
can be linked to this theory as it offers
the target audience an emotional
pleasure through the means of love.

8. • When we created our CD covers we spent a huge amount of
time looking at existing CD covers from a range of different
artists so that we were able to gain a good understanding of
what to put on our final cover to make it as close to real life
media products as we could.
• We looked in extremely close detail at all of the key aspects on
a CD back cover and tried to use key elements on our final
piece.
• For example we wanted to include a barcode and record
labels.

9. The 1975Our CD Back Cover
We wanted to base our back cover on a CD cover from the same genre of music
as our song. The chose to look at The 1975 album and use real life conventions
on our own CD cover, as you can see from the example above. We felt that by
including these elements on our CD back cover it would share conventions of real
life media products and create the effect we wanted with the audience.

10. • When creating our website we looked at a variety of famous artists
websites from a range of genres. Examples we looked at were, the
1975, Olly Murs, Passenger, The Wombats, One Direction and
Bastille. Although these are artists and bands from a variety of
different genres of music, they all have one thing in common. All of
these have a distinct colour/theme coordination between their
websites, logos, and recent CD covers.
• When it came to designing our website we wanted to keep the theme
we used throughout all of our ancillary products. We felt that this
would be a recognisable feature when audiences may be looking for
new albums or visiting the band website.

11. As you can see from our website and CD
pictures here, we chose to use the theme of
black, white and faded colours. We felt
this was a suitable theme for our genre of
music and felt that it was something we
could apply to all aspects of our work. We
also carried out audience research and
showed them a range of examples that
were possible choices and 82% voted for
the black, white and faded theme.