The document discusses the production of a music video in the progressive house genre, focusing on how it uses, develops, and challenges existing media conventions. It highlights the shift from traditional themes of partying to an inspirational narrative aimed at encouraging young people to pursue their dreams, while maintaining elements like performance and editing techniques. Additionally, it outlines the conventions for creating associated materials like a digipak and magazine advert to effectively promote the music content.

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

2. Researching codes and conventions of
the genre of music and music video
 To understand how a music video was put together, we needed to
research the conventions in our genre: Progressive house, in order to
either include some of them or challenge them, both from past and
present music video's!
 The codes and conventions of Progressive House includes the
following:
 Not having any specific codes and conventions to allow freedom in the
Music Video
 This being said, you would often and expect to see representations of
women, men, in a stereotypical manner
 Love and a sexual image
 Clubbing, partying
 Appealing to the younger generation because of the style of
music(beats, dance music)
 The artist (in our case Lucas Gray) is not usually shown in these music
videos

3. Challenges We Have Made:
 The Young Audience – instead of the usual features of partying and
clubbing, we have interpreted this instead as being inspirational to
them to go out and achieve their dreams/goals because of a public
figure who is a professional in their sport (e.g Olympic Gymnasts) and
be their idol
 The House genre music videos don’t tend to have storylines because it
is felt that this wouldn’t link to the lyrics. HOWEVER we have take the
lyrics and created a Narrative combined with Performance that does
link because of the noun ‘Heroes’.
 The Music Videos are mainly crazy and chaotic because of the partying
theme, but we have counteracted this and produced a video with a
storyline and a message with meaning.
 Dancing is also a major factor, BUT we don’t have this and instead
include physical activity and relevant skills (e.g cartwheels, bar-work,
keepy-uppies) as a compromise which still displays a variety of quick or
slow motion editing skills

4. Other qualities we have included
 Repetition – Three occurrences throughout our video, we have included a
close-up focus shot on the three characters eyes (cut-in). Through:
 iconic relevance, by the lyric “plain sight” then cutting to eye shot
 highlighting the focus and determination through the eyes of the characters to
achieve their goals
 We have included the singer
(Amelia) into the music video
who appears throughout it
while lip-syncing

5.  Referencing – using clips
from past games or
competitions to reflect what
the characters want to
achieve and enhance how
even the best sportsmen
and women experience
faults.
 Chronological Order – making
continuity editing throughout the
music video for each aspect of how
the characters are working hard and
training hard to be the best they can
be, even through the bad times like
fails and injuries. They are separated
half way through by a parallel cut

6. Overall message of our Music
Video
 To summarize our music video, the main message that
we wanted to put across to our viewer is to work hard
and achieve your ambitions and goals in anything not
just sport
 This would be done, as shown in the video, by working
hard physically and mentally to not give up even when
you are knocked down
 Also displayed is sportsmen and women who are top in
their sport that got through falls and slip ups to show a
sense of realism and becomes relatable to the audience

7. DigiPak Conventions
 This is essentially a CD cover that you will get when
you buy the CD. It consists of:

8. Folds : this creates a template to work
with, it shows the separate sides and
therefore what to include on the
DigiPak. Having this allowed me to
understand what and where everything
needed to go and that I needed to
include
The Front – is eye
catching or reflects the
theme of the
album/music (videos).
Contains the name of
the artist, the album
name along with a
relevant picture.
The Back – visibly you would
see the Track List, relevant
images, the barcode, record
label and extra information,
as this is the informative and
copyright part
CD compartment – on the
CD itself, you would see an
image or some type of relevant
graphics, the name of the
album and artist and other
producing names that help
make the album
More artwork and extra
information will be printed on
the rest of the sections, maybe
even a personal message from
the artist

9. My Digipak
Track list – the single
and other songs that
would be included on
the CD/album
Names (singer/artist,
producer...etc) – so
that we are informed of
who produced or helped
to produce the album
Appropriate images
(singer/artist, actors,
scenery...etc) providing
colour or theme and
relevant pictures that
show a particular
message or meaning or a
theme
Actual CD – with all
the appropriate
information and an
image that increase
the theme
Record Label – to
inform the consumer
of who takes
ownership of these
songs/album and the
artist
Extra Icons - including
copyright icon, disc
symbol and the barcode
to show that it has gone
through relevant
procedures for it to be
legal and worthy of sales

10. My Magazine Advert Conventions
 Convergence (Itunes, Twitter, Facebook, YouTube...etc) –
platforms that the audience/consumer would be able to
purchase the single/album/music video on or watch the
music video on
 Image (artist/singer, scenery...etc) – emphasising the theme,
and including relevant people to help promote the album or
single
 Links (Itunes) – promoting the individual artists for more
sales of their own merchandise or products
 Ratings – promotes the song as shows the consumer whether
other trusted companies liked or disliked the artists music
product
 Release date – Informing the potential consumer when they
can either pre-order or official order the song