The document discusses a promotion package for a new album that includes a music video and two of the following: a website, CD/DVD package cover, or magazine advertisement. It focuses on researching conventions for the hip hop genre in magazine advertisements and CD/DVD covers. Specifically, it discusses using bright colors, focusing on the band name over images of band members, and abstract/symbolic images. The promotion package was created to match these hip hop conventions but could have been improved by focusing more on narrative, choosing a lighter location, and casting older band members.

2.  A promotion package for the release of an
album, to include a music promo video,
together with two of the following three
options:
 a website homepage for the band
 a cover for its release as part of a digipak
(CD/DVD package)
 a magazine advertisement for the digipak
(CD/DVD package)

3.  For the magazine advertisement research I
decided to look at previous magazine posters
created by artists from many genres, in order
to see if techniques used vary from genre to
genre.

9.  For the digipak research I decided, again, to
look into previous examples by artists,
including looking at examples by the artist
who performs our song, G-Eazy.

10.  In this case Downtown fits into the Hip hop
genre and we wanted to transpose this hip
hop genre “look” across our magazine and
digipak. We felt that it was important as it
would allow the target audience to easily
identify it from other genres, for example pop
music products normally feature the
band/artist’s face.

11.  To be able to do this we had to research into
the aesthetic conventions of the Hip hop
genre. These are;
 Extremes of colour, either very dark or very
bright
 More of a focus on the band name rather
than a picture of band members
 Often an abstract/symbolic image is used

12.  The magazine advertisement uses many
aesthetic conventions of the hip hop genre
through colour. As you can see the logo is
filled with bright, vibrant colours and it is set
on a white background. The text is multi-
coloured matching the reverse of the
background.

13.  The digipak again meets the aesthetic
conventions of the hip hop genre also. We
have used the same theme as in the poster.
 The leaflet inside the digipak again uses this
contrast of colour, with the white background
and the bright images inside the text. Linking
the three products.

14.  Our main product contains the song
“Downtown love” and is therefore in the hip
hop genre, although our product doesn't
contain generic conventions of a hip hop
music video. The first

15.  On one hand I believe that we were
successful. This is because all of our products
met the generic aesthetic conventions of the
hip hop music video genre as shown through
the bright and colour contrast across our
products. However, I do believe that to
improve the link through genre we should
have focused more on the narrative, as this is
often the main focus of a rock music video.

16.  In terms of mise en scene perhaps we also
should have found a lighter location as it was
hard to expose the shot properly. Extending
from this point, the members perhaps should
have also been older, again to match the
aesthetic conventions of the hip hop music
genre.

17.  The main inspiration for my video came
directly from the lyrics, finding his
“Downtown Love”. The concept turned
abstract a

18.  To conclude I believe that there are a number
of ways the combination of our three texts
could have been more successful. We should
have used an image from our music video of
a tree, perhaps from the park where the
mugging occurs. Our mise en scene could be
improved by change of setting to a darker
location for the band performance as it
doesn't match the dark theme in the ancillary
products and the main production

19.  Our casting could also be improved, both our
ancillary products fit nicely with the
conventions of the rock music video genre.
The band stands out as not fitting with the
conventions as the band members should
have been older and into their 20s.

20.  However, there are also many ways that our
three texts are a successful combination.
There is a running colour scheme across the
three texts whether it be visually or
metaphorically. The use of the lyrics referring
to the tree and the use of the image of a tree
does add another level of depth to the piece
and create synergy across all three texts.

21.  The tree being used across the magazine
advertisement and the digipak will allow the
audience to easily identify the products as
being connected, therefore it will be more
noticeable in shops. We have also displayed
the logo on both the magazine advertisement
and the digipak. We kept the logo very similar
to the original so again it will be easily
identifiable. However perhaps the logo should
have been shown at the beginning of our
music video to create further synergy.