The document discusses conventions in media products such as music videos and their genres. It provides examples of conventions commonly found in general music videos, such as promoting the artist, using a narrative, and creative editing and camera techniques. It then focuses specifically on conventions of alternative rock music videos, such as darker clothing, unique camera shots, and themes of love and social issues. It provides examples of how various music videos adhere to or develop these generic conventions. The document aims to help identify conventions used and how they were developed or challenged in the reader's own media product.

1. EVALUATION QUESTION
ONE.
In what ways does your media product use, develop or challenge forms and conventions of real
media products?

2. WHAT ARE CONVENTIONS ?
Conventions are the techniques that we use to create meaning of an idea. We have to
consider how we use the equipment and technology in order to structure this meaning,
through elements such as camera shots and editing techniques. For example, we use close
ups to capture a persons facial expression. We also have to consider how we make these
meaning more obvious through elements such as costume and lighting (mise-en-scene)
Conventions are used to make specific genres to become obvious to an audience, as they
become familiar to how these conventions are used. For example, within alternative rock
videos, the artist and/or actors tend to wear darker clothes and the shots used are usually
hand held when promoting the artist.

3. W H AT A R E T H E C O N V E N T I O N S O F
A MUSIC VIDEO?
The conventions seen in most music videos are
To promote/show the artist- In most music videos, we see cut aways to the artist throughout to promote the artist. This is mainly seen
through the performance element of a video.

Narrative or concept- In many music videos we see some form of a concept of narrative throughout, telling us a story which usually
matches the concept of the lyrics of the song.

Editing- The editing in all music videos reflect the mood and pace of the song. Compared to a normal video, music videos use more
transitions and varied, but shorter cuts. The pace of the song matches the pace of the editing.

Camera shots and movements- There tends to be a larger variety of shots used in a music video, as well as camera angles and movements.
More tracking, point of view and panning shots are used throughout and the 180 degrees rule is usually is broken.

Positive representation- The artist is always shown through positive representation, no matter what concept the video has. They are always
seen as attractive and are promoted well.

Performance- Within most videos made, we see some form of performance whether there is a full band present or the artist is miming the
lyrics on camera.

Themes- All videos tend to have a running theme throughout which links the song to the concept of the video, album and artist.

4. WHAT ARE THE GENERIC CONVENTIONS OF
A N A LT E R N AT I V E RO C K M U S I C V I D E O ?
The generic conventions seen in most Alternative Rock videos are
Character- This genre tends to show the artist as attractive. Within the narrative this is the same. Make up and darker,
more unique clothing is warn.

Iconography- In this genre, the iconography shows signs such as low key lighting, when the pace of the song is slower.
Colours are used to signify meanings such as red for danger.

Narrative- Linear narratives are used with cut aways to a performance throughout. There is usually a story line present.

Themes- The themes present tend to be love, breakups or against religion and norms of society.

Sound- The only sound hear is usually the song itself, however, some videos have diegetic dialogue at the beginning, end
or half way through the song.

Editing- Depending on the pace of the song, depends on the speed of the editing transitions. The only transitions used
are fades and straight cuts, to concentrate on the concept of the video rather than how it looks.

Lighting- In upbeat videos, the light tends to be high or natural key light. However in slower songs, the lighting tends to
be darker to reflect the feel of the song and lyrics.

5. CONTINUED

Camera- There are varied angles, close ups, tracking shots and point of view shots that are used in this genre.

Costume- The artists and actors usually have tattoos, piercings, dark, dyed hair and wear dark clothes, such as
skinny jeans, band t-shirts and trainers/high tops. The females shown usually cover up themselves, unlike
girls shown in mainstream videos.

Actors- The artist and actors within the narrative tend to be young and attractive. Very occasionally, if there
is a separate narrative the main singer is seen within the narrative, as well as the performance.

Make-up- The make-up worn is usually by the females, which is dark around the eyes, quite natural
otherwise. Occasionally, males are seen wearing eyeliner.

Props- The main props used in this genre are instruments during the performance.

Setting- The performance is usually set up on a staged area, where as the narrative shows settings of outside,
summer situations if the song is upbeat, but if the concept if more upsetting, darker rooms and outside areas
are used.

6. WHAT CONVENTIONS (AND GENERIC) OF
A LT E R N AT I V E RO C K M U S I C V I D E O S D I D YO U
USE, DEVELOP AND CHALLENGE?
When creating my video, I
promoted my artist through the
use of a performance, by using a
full band and instruments. I
used this convention as it was, I
feel the best way to promote my
artist. For example, All Time
However, I feel that I developed
this through my narrative, which
also positively represented my
main singer as he was made to
look like the ‘hero’ by ‘saving’
the girl from her father. For
example, Evanescence Bring Me
To Life.
My Video-
Low’s Time Bomb.
My videoEvanescence, Bring Me To Life-
All Time Low, Time Bomb-
I think I have developed the
convention of editing by
following some of the pacing of
the music, but also changing this
with the use of longer and slow
motion clips. This is similar to
Green Days 21 guns.
http://www.youtube.com/watc
h?v=r00ikilDxW4
Within my narrative, I feel that
have developed this convention
by not making a clear connection
to the lyrics and video, relating
the story to the theory of girls
unable to commit in a
relationship, if they had a bad
one with their father. However, I
have followed this convention by
making the narrative linear. For
example, When September Ends
by Green Day.
My Video-
The camera techniques I have used are
following the conventions by using a
wider variety of angles and hand held
shots,
especially
during
the
performance. Within the narrative, I
have used shaken, hand held shots to
create a point of view from each
character during the argument scene.
For example Avenged Sevenfold’s
Nightmare.
My Video-
Avenged Sevenfold, NightmareGreen Day, When September Ends-

7. CONTINUED
The female character/actor shown in
the generic convention of an alternative
rock video. Alike most music videos
with a narrative of this genre, is
character is the protagonist and the
only female present in the narrative.
For
example
You
Me
At
Six’s
Within the performance, I have
developed the convention of
bands by having a female
drummer. Usually we would
see all males in a band, or one
single female as the main
singer, mainly to attract a wider
audience.
For
Example
Paramore’s Misery Business.
My Video-
The conventions of lighting are
followed within my piece,
however I developed this by
changing the lighting due to the
events of the narrative rather than
reflecting the pace and feel of the
song. This is similar to Welcome
To The Black Parade by My
Chemical Romance.
My Video-
Paramore, Misery Business-
my video is young and attractive, fitting
My Chemical Romance, Welcome
To The Black Parade-
The costumes used fit the convention
of alternative rock with the use of
band t-shirts, dark jeans and dark
makeup. Both the male and female
characters are using these costumes
also creating an ‘outcast’ theme
compared to the ‘normal’ costume her
father is wearing. These costumes are
also seen in videos such as Ever
Enough by A Rocket To The Moon.
My Video-
Underdog.
My Video-
You Me At Six, Underdog-
A Rocket To The Moon, Ever
Enough-

8. CONTINUED
The male character is seen as the
main singers as well as the ‘hero’
within the narrative. By developing
the convention of not seeing the
band members in the narrative,
the main singer is used as the
second protagonist, who is in a
relationship with the girl. This is
similar to the video for Fall Out
Boy’s Dance, Dance.
My Video-
Fall Out Boy, Dance, Dance-
The only make up warn was by
the female protagonist, which
was natural apart from around
the eyes, which is heavy with
eyeliner making the eyes seem
darker. This is following the
conventions of an alternative
rock video as the males are
made to seem naturally
attractive, where as the females
where make up, which its
colours fit the genre. A video
which
also
fits
these
conventions is My Immortal by
Evanescence.
My Video-
The props used within my video fit the
convention of this genre by using
instruments such as drums and guitars.
I also used items such as long boards
and ‘Monster’ energy drink, which are
likes to the target audience of
alternative rock, allowing them to
make relations to the video. An
example that does this is Fat Lip by
Sum 41 as skateboards and
instruments are used frequently.
My Video-
Evanescence, My Immortal-
Sum 41, Fat Lip-
The performance with in my video
was set on a staged area, typical to
alternative rock videos, to make the
audience feel as if they are seeing
them ‘live’. The setting of the
narration however varies depending
on the mood and events within the
narrative. The beginning of the
video is filmed in picturesque
settings such as a field, where it is
bright and sunny. However, the
argument is filmed in a house,
which is dark. This shows the
comparison of feelings from each
character within the scene changes.
Alien Ant Farm’s Smooth Criminal
is a good example as it uses a staged
area and is set in bright, outside
locations reflecting the beat and feel
of the song.
My Video-
Alien Ant Farm, Smooth Criminal-

9. W H AT A R E T H E
C O N V E N T I O N S O F A D I G I PA K ?
There are overall conventions on a digipak that are usually followed. This is because they are seen on many album cases. The front of a digipak needs to
include
Name of the artist

Name of the album

Image of the artist
Or

Image that suites the genre/artist/concept

Parental advisory (if necessary)
The conventions for the back of a digipak are
Track listing

Barcode

Image that suites the genre/concept/album
Or (if wanting to include, but needs to relate to the front of the digipak)

Image of the artist

Copyright information

Record labels

Producers and distributors

10. CONTINUED
The spine of a digipak needs to include
Name of the artist

Name of the album

Record labels
The conventions of inside a digipak are
Images of the artist

Lyrics

Song credits

Messages from the artist

Producers and distributors

Copyright information

Record labels

Websites

11. WHAT ARE THE GENERIC CONVENTIONS
O F A N A LT E R N A T I V E R O C K D I G I PA K ?
Digipaks from the Alternative Rock genre are individual and unique
through the use of bright colours or darker, contrasting colours
(depending on the theme of the album) and the album art which
suited the genre, concept of the album and/or artist. Alternative Rock
digipaks follow the normal conventions with the artist and album
name, copyrights and track listing, however convey images and text
styles compared to other genres.

12. WHAT CONVENTIONS (AND GENERIC) OF
A L T E R N A T I V E R O C K D I G I PA K S D I D Y O U
USE, DEVELOP AND CHALLENGE?
Within my final digipak, I decided to combine the idea of a music sheet a drawing
of a girl, listening to music. I also decided to use the text styles of Arial and
SWScrpc for the title of the album and artist. By following the conventions of the
genre and using album artwork instead of an image of the artist it allows the
viewer to see the message behind the song, creating brand identity without using
the artists face. I have followed the average conventions of digipaks by showing
the name of the artist and album. I have also followed the conventions for inside
and the back, including conventions such as track listing, copyright information
and lyrics.

14. WHAT ARE THE CONVENTIONS OF A
MAG A ZIN E A DV ERT?
 The conventions of a magazine advert, a lot like a digipak areName of the artist
Name of the album
 Image of the album artwork
 Release dates
 Brand identity
 Record label

15. WHAT ARE THE GENERIC CONVENTIONS OF AN
A LT E R N AT I V E RO C K M AG A Z I N E A DV E RT ?
Most alternative rock magazine adverts are highly similar to its digipak in a
way in which it includes conventions such as the name of the artist and
album. It also usually uses the same album artwork, font styles and colour
schemes as the digipak, creating brand identity. Alternative rock magazine
adverts also include information on where to purchase the album and
social media websites for the target audience, usually to advertise tours
and other merchandising.

16. WHAT CONVENTIONS (AND GENERIC) OF A MAGAZINE
A D V E R T D I D Y O U F O L L O W, D E V E L O P A N D C H A L L E N G E ?
Within my magazine advert i used the same album artwork, font styles
and colour scheme as my digipak, creating a clear brand identity, linking
the two products together. I have also followed the usual convention of
showing a release date and record label. I have developed the usual
conventions, yet followed the generic conventions of an alternative rock
magazine advert by including where you can purchase the album online
and the website for the artist, creating ways to link my target audience to
the artist.