This document discusses how the media product uses and develops conventions of existing forms. It begins by explaining how research was conducted on existing pop album packaging ("Digi packs"), music videos, and advertisements to identify common conventions. Elements like close-ups, continuity, and camera techniques were inspired by products like Rihanna's "Loud" album. The document then examines how each part of the media product (Digi pack, advertisement, music video) develops conventions learned from research, while also challenging some conventions. For example, the Digi pack uses urban imagery rather than a single color scheme, and the music video incorporates projector scenes. Research mock-ups and existing music videos were analyzed to ensure the conventions

1. EVALUATION QUESTION 1 –
In what ways does your media product use, develop of
challenge forms and conventions?
1. Digi pack
2. Album advertisement
3. Music video
ORDER:

3. In order to create this product, I made sure that
I looked a range of pop Digi Packs in order to
gain inspiration on what to include on my own.
I conformed largely with the typical
conventions of a pop Dig- Pack by using what I
learned from research on already existing
products of what particular editing techniques
and camera shots were most common and
how they would be eye catching to the
audience and make it more likely for them to
consume the product. There was a range of
different pop products to gain inspiration from
so I took inspiration from more than one Digi
pack, the products I used for guidance were
Rihanna’s album –’loud’, Ariana Grande’s
album – ‘my everything’ and Marina and the
diamonds- ‘the family levels’. From these
products I was able to gain inspiration for what
I needed to include in my own and developed
these conventions as well as challenge them.

4. Digi- pack
Overall I tried to make my dig pack similar to other existing
products. For example, I included images that relate to each
other such as Rihanna has a set colour scheme of red along
with soft colours that help the red roses, hair and make up to
stand out even more against it. The images that she uses go
well together and fit like a jigsaw for example part of her
body is on other pages. She uses continuity of the rose
theme as well. Marina’s images go well together as well as
she uses a set font for the name of the album and the list of
songs included throughout to create continuity throughout
her product and all images are close ups that show her facial
features well.
I challenged this as my Digi- pack does not have a set colour
scheme, instead it has a theme of ‘urban’ ‘youthful’ life as all
images are set in urban scenes and all clothes are urban,
this creates some continuity throughout the product which
conforms to typical existing products. However I made sure
that the colour of all front was either green or white and this
also contributed to the continuity.

5. I found that in these Digi packs, there were a range
of different camera angles used. For example in
Rihanna’s Digi-Pack ‘Loud’, she uses a close up
for the front cover. This brings the audience close
to the artist and shows off her facial expression
which goes well with the genre. I therefore decided
to use a close up for one of the images of my Digi-
Pack in order to bring my audience close to the
artist and show off both her stance and facial
expression to go with the genre. I also decided to
add a quote from the song that related to the
image.
For the front cover, I decided use a shot that allowed the
audience to see the artists full outfit, however I did not
want to use a long shot in order to do this, therefore I got
the inspiration from Ariana Grande’s album cover to get
the artist to crouch down or curl up in order to see what
she was wearing. As you can see Ariana is on a stool on
her knees, where as my artist is crouched down to the
level of the camera to show her clothing whilst still being
close enough to see facial her expression and features as
through researching existing products I found this is a
typical convention of a pop Digi pack to be able to clearly
see the face of the artist hence why it is typical to have
close ups on the front cover. I therefore challenged this
convention by not having a close up on the front cover.
Digi - Pack

6. For the back page of my Digi- Pack, I decided to challenge the
typical conventions and present the list of the songs included on
the album in a different way to how it is typically done. For
example the list of songs on Rihanna’s album done presented
in a list going down the side of the page, others are also
typically in the centre of the page and going down. However I
decided to put the songs in a horizontal list with boarders. This
was the songs are still clear but are just presented differently to
others which makes my Digi pack unique.
I also decided to use a photo that was not of the artist which is
typically done for the back cover. Instead I used an image that
was taken during the shooting of the music video of people on
quad bikes in the graffiti tunnel. This linked to both the music
video and also the genre as this was an urban and relatable
scene for my particular target audience. Therefore by doing this
I challenged the typical convention of having an image of the
artist on the back page.
I also made sure that I was also including all information about
the Digi at the bottom of the page. I made sure that I used a
barcode that is essential for purchase and also a boarder that
would be on the edges of the CD case which includes the name
of both the artist and the name of the album.
Digi –Pack

8. Before creating my advertisement, again
I needed to make sur I carried out
research on some existing products in
order to gain inspiration about the
conventions I needed to include on my
own in order to make it recognisable,
relatable and aesthetically pleasing.
There was a range of products that I
could get inspiration from such as
Rihanna’s ‘loud’ advertisement and
Jessie J’s ‘Who you are’ advertisement.
From this I found that I should use things
like buzz words to pop out at the
audience to grab their attention, a set
colour scheme that went well with the
Digi- pack and not to use too many
different fonts. I also learned that it was
typical to use close ups of the artists
however I did not conform to this as I
used a long shot of the artist to show off
her clothing so the artist could be able to
relate to them and also her stance.

9. I used Jessie J’s album advertisement for
guidance when creating my own. As you can see
I gained inspiration from her product for my own,
for example, I use the idea of using a shape to
cover half of the image with a shape that matched
the colour scheme. However I developed this idea
as I decided to make this shape translucent in
order for the audience to still see the clothing of
the artist and also the bold text. I thought this was
a good idea as this went well with the colour
scheme as did Jessie J’s. Hers being black, Gold
and white and mine being green and black. What
makes my product different is that I decided to
use a long shot of the artist in order for the
audience to see the artists clothing and be able to
relate to it easily.
I also made sure that I made the artists name
visible I in order for the artists to recognise it as
they would on the other products. I used the of
using lines to separate the information as Jessie
J did. This improved the appearance of it and
made the information clearer.

11. Our music video develops forms and
conventions of the pop genre as we made
sure to include things like urban, bright and
vibrant settings, urban clothing, and a clear
narrative that went well with the lyrics to the
song and also allowed the audience to relate it
to themselves, as most pop songs do . We
also made sure that our camera techniques
and editing techniques were similar to those of
this genre also, this included things like; flash
cuts that jump to different scenes rapidly which
is commonly found in pop music videos, ‘slow
mo’ and ‘sped up’ effects, various camera
techniques such as close ups to show facial
expression, long shots and to show gesture
and costume and establishment shots to show
scenery that the audience can relate to . We
also went an extra mile and created footage for
our projector scenes that are also used in pop
music videos. In order to do this, we allowed
time for research into already existing videos
in order to ensure we were conforming to these
typical conventions so that our audience would
be able to identify the type o music video this
was and also be drawn to it a lot more.

12. For my A2 media coursework, two other members of my class and I created a pop music video to the
song “What If I Go”, using a female main artist featuring a male. Before we created the video, we made
sure we researched existing pop music videos in order to ensure that we were incorporating the typical
conventions in our music video. We used videos such as Tori Kelly- ‘Dear No One’ which is where we got
our inspiration for our narrative which is similar to ours as as in her video she is looking for someone,
other pop videos like Beyoncé – ‘XO’ and Ariana Grande ‘ The Way’. We used these videos in order to
conform to the typical conventions of a pop video which allowed us to ensure that it was easy for the
audience to identify this product as a pop music video, and relate it to others in this genre and also to
themselves.
Before creating our actual video, a member from our group created a mock up of the video and its
concept using clips of these 3 already existing pop videos to the song we were using in our video. From
this, we were able to gain inspiration to develop the new conventions and techniques we learned from this
video in our own video.
Getting inspiration
https://vimeo.com/186113997
Here is the link to the
Mock up that was
created.

13. Music Video
Once we had gained knowledge of the typical conventions
of a pop video, we made sure that we were able to
develop these conventions in our music video. For
example we made sure we used a range of camera
angles that were typically found in these videos such as
close ups with the artist singing to the camera in a bright
and vibrant environment such as the one in Beyoncé's
video, and long shots and mid shots in order to show the
clothing of the artist and also their stance. We also made
sure that we challenged some of these conventions as
well. For example, referring to Tori Kelly’s music video,
she is unaware of the person she is looking for, where as
in our video although it has a similar narrative, our artist is
aware of the person she is following and therefore we
used different techniques when filming in order to do this.
For example, in Tori’s video she uses a split screen effect
when walking past the male in her video to show the
separation, where as in our video we used a wide shot to
show that the two characters in our video are closer and
she is able to see the person. Therefore we developed the
narrative of this video, but challenged the way in which we
created ours.
We also gained inspiration for our projector scenes for Ariana
Grande’s music video; ‘The way’. In her video she is also dancing
to the music and mouthing lyrics as our artist is doing in our
video. This therefore develops this convention. We also thought it
would be a good idea to do this because this would allows the
audience to see the artists facial expression and also her ‘fun
side’ as she dances around , which appeals to this target group
and therefore allows them to relate more to it.

14.  With reference to Andrew Goodwin’s theory of
‘illustrative’ music videos, this represents this as the
lyrics state; “where ever you go, I go with you babe”
and in the video, she is actually following him,
therefore this shows a clear link between the lyrics
and the narrative of the video as many other songs
within this genre do. Such as in Tori Kelly’s video,
she is singing about finding someone as she walks
down the street looking for them in the video.
Another theory of Goodwin that this video
relates to, is Notions of looking. The audience
watches the artist and gains pleasure from
doing so. An example of this would be when
the audience see the artist having fun at the
fun far and during the projector scenes. Just
like when the audience view Ariana having fun
during her projector scenes.