The document discusses how the media producer's music video, digipak, and advertisement challenge conventions of their genres. For the music video, the producer subverted pop music video conventions by making it slow-paced and in black and white to emphasize sad emotions rather than being upbeat and colorful. The digipak followed conventions like song listings but did not include photos of the artist, instead using nature images relating to the album's theme. The minimalist advertisement kept important information like the title and release date without extra text to stand out differently from other ads. The recurring style across the producer's works aims to attract a young audience by focusing on the narrative rather than the artist.

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

2. I have learnt a lot about the different conventions of music
videos by doing research to help me understand more
about the genre of my music video.
There are common features that are in many music videos
for example close up shots of the artist and shots that
change to the beat of the music. Also you tend to see
artists singing to the lyrics throughout the video as well as
other things happening that may or may not be narrative
and link to the lyrics.
I looked at videos within the same genre as my video,
which is pop. By looking at similar videos we were able to
create a style and theme that fitted well for us.

3. Music video conventions and Andrew Goodwin's theory were closely researched throughout the production of my music
video. The reason I closely researched this is because I wanted to make sure my music video imitated these conventions.
I wanted to show a link between the lyrics and the visuals within our video, this was easy as I followed the clear themes that
are represented in the video we were recreating which is sad emotions and heartbreak. Our music video genre is pop but our
video subverts the stereotypical pop genre video of being upbeat , colourful and happy. Our video is slow, shows a lot of black
and white to emphasis the sad emotions and has a sadness vibe throughout with slight clips showing happiness but
contradicting the happiness by showing the present sadness.

4. The link between the music and the visuals was
developed by our editing making sure that we cut our
clips to match the beat and rhythm of the song. This
was easy for us as the beat was slow which meant we
could easily capture the beat and match it up with the
visuals. When parts of our video changed to a faster
pace our editing would fit with this so everything was
in time and looked professional, this showed a link and
also helped to emphasise the mood we were
representing.
The common conventions seen in a pop genre typically
include very upbeat cuts and fast tempo music, but
choosing a slow song helped us to focus more on the
narrative of the video. There are many pop videos that
do focus on this idea for example Beyoncé herself has
many songs following this that we decided to look at to
help us expand our ideas. It was important for us to
look at genre conventions when making our video as
we chose a song that subverted our genre.

5. When making my digipak I wanted to make sure
that the theme was consistent. This was important
because I wanted to create a connection between
the name of the album, the songs and the colours
used throughout.
The conventions such as songs on the back cover
and the album name on the front cover and spine
were followed. This was done to identify the artists
work as their own. A convention that I did not use
in my digipak which is typically used in digipaks was
images of the artist themselves. The reason I didn’t
use photos of the artist or the character
representing the artist was because I wanted to
carry out a holiday theme using images of the sea
and trees, using song names such as ‘palm trees’
and using the title blue to help connect with the
colours used.

6. I used the same idea and used the same process when it came to
making my advert. I wanted to make sure there was a clear
connection between all of the productions. I used an image of the
main character which was a still shot from my video to help with the
promotion. Some common conventions of adverts are the album
title and artists name in a large font to create attention to what you
are looking at. Also a release date and a little slogan of information
about the album and logos of the record companies.
All of these conventions have been used in my work however I
wanted to create a minimalist style to follow the rest of my work.
This means that I chose not to build up the advert with a lot of text
and just kept that most important information in a basic way, this
meant that my advert would stand out more and means it is easier
for the audience to see what is being promoted.

7. The uses of conventions that I have portrayed across my production means that
it would be more noticeable to audiences and would stand out from other
products. The recurring style of my productions has been to attract a target
audience towards my album (my target audience being of a young age roughly
15-27 and of all genders).
I believe that this would appeal to an audience as the narrative style
throughout each piece of my work means it is less about the artist and more
about the work which is what attracts an audience.