The music video was created in the indie pop genre and uses conventions from that genre such as narrative and band performance. It tells a narrative story of the lead singer and his girlfriend and includes performance scenes of the band as well as humorou outtakes. The band's style and clothing were chosen to match the genre stereotype of skinny jeans and dark clothing. Narrative and performance were used to help audiences connect to the song's meaning and lyrics. The video aims to follow conventions of real music videos in its genre.

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.
Image from…The 1975 - Chocolate

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