The document provides guidance on conventions to consider for three different media products: a music video, CD digipak, and magazine ad. For the music video, it discusses common camera shots, emphasis on the artist and concept, narrative storytelling techniques, and Sven E Carlsson's three forms of visual tradition in music videos. For the CD digipak, it outlines typical front/back cover elements and considerations like imagery, fonts, representation of the artist/genre. For the magazine ad, it mentions continuity of brand identity, representation of the band/music, and techniques like quotes and taglines.

1. Evaluation Questions Music Video Promo Option

2. Question 1 – In what ways does your media product USE, DEVELOP or CHALLENGE forms and conventions of existing media products?

3. 1). Music Video Firstly consider the basic conventions: Camera shots; tends to be a range of shots including close ups Emphasis on the concept; e.g. back to nature theme Foregrounding the star or the band Jump cuts as an editing technique; this is quite common Singing into the camera; breaking down the fourth wall between audience and star Narrative storytelling - some music videos use a narrative to engage the audience posing enigma codes = questions Emphasis on the genre of the music being promoted – consider how this is evident through the use of colours, props and costumes e.g. an indie look is predominately constructed via clothes and hair Rhythmic editing; music and imagery work together and support one another

4. 1). Music Video Also consider the work of Andrew Goodwin who takes a theoretical approach to music videos conventions: - There is a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics. - Genres are complex and diverse in terms of music video style and iconography - Record companies will demand a lot of close-ups of the main artist or vocalist - Voyeurism is present in many music videos, especially in the treatment of females, but also in terms of systems of looking. Some examples are screens within screens, cameras, mirrors, etc. - There are likely to be intertextual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the viewers/fans.

5. 1). Music Video Sven E Carlsson’s Theory – this is another useful theory as it ties in with conventions of the music video. Carlsson argues there are three pure forms of visual tradition in music videos: 1). Performance Clip If a music video clip contains mostly filmed performance e.g. a video that shows the vocalist in more than one setting, then it is a performance clip. The performance can be of three types: song performance, dance performance and instrumental performance. In certain types of performances the performer is often made into a materialization of the commercial exhibitionist , this is where the performer is made into almost a selling item; someone that fans often aspire to be and these scenes will be extremely high in quality and have a gloss to them. The exhibitionist wants success and tries to evoke the charisma of stardom and sexuality.

6. 1). Music Video 2). Narrative Clip If a music video clip is understood as a silent movie to a musical background it is a narrative clip. A narrative contains a story that is easy to follow and may not contain any lip-synchronisation. 3). Art Clip If a music video contains no perceptible visual narrative and contains no lip-synchronisation singing then it is a pure art clip. These are normally associated with more modern, experimental music.

7. 2). CD Digipak When analysing the conventions of the digipak which means the FRONT and BACK of your CD cover, consider the following points: Genre: as well as considering the genre of music that the CD belongs to, you must also consider the generic conventions of the CD cover itself: what goes on a typical CD cover? Consider how the front and the back are different and contain different sorts of information: why is this? Remember, on a shelf in a shop, people are attracted to the cover first, then turn it over to read the back. On the front cover, CD covers will typically have the artist or name of the band, the name of the album, an image and stickers (such as parental advisory , or announcing a particular well-known track).

8. 2). CD Digipak Lettering / font styles and sizes: how does the lettering fit with the genre of music or design? For instance, Marilyn Manson’s greatest hits CD uses gothic font to complement his style. Some punk bands have very basic handwritten type styles to fit with their ‘basic’ or anarchic image.

9. 2). CD Digipak Image: what picture is on the cover? Is it a design or artwork? Is it a photograph of the artist? Look at the mise-en-scene (how the scene is set). This includes colours, props, lighting, make-up and clothing, how the star or subject is posed (eye contact, facial expressions etc). Consider the messages given out by choices of colour and connotations (associations) gained. How will the audience react to the CD? Do different people receive different meanings? If so, how and why?

10. 2). CD Digipak Stars / icons: is this image of the artist one you’d expect to see? For instance, a star like Beyonce always has an image constructed on glamour and sex appeal whilst a punk band like Green Day tend to focus more on social issues to sell CDs. Do bands or artists have particular props, costumes, dress, fashions that are instantly recognisable? For instance, Eminem’s hair colour, Marilyn Manson’s contact lens and metal teeth or Slash’s top hat? Some stars constantly challenge their audience’s expectations, like Madonna. Her CD covers reflect the new image or re-branding that she is going for.

11. 2). CD Digipak Representation: look at how bands or artists and the genre are represented and how the audience will react to that. For instance, hip-hop stars have been criticised for portraying guns, cars and ‘gangsta’ images. Critics say this presents a negative image for young people to follow and also sets up stereotypes of black culture. This type of music has been criticised in portraying women as sexual stereotypes. If your CD either challenges or reinforces stereotypes this may be something to comment on too.

12. 3) Magazine Ad Consider the following for the conventions of your magazine ad: Do you make use of a continual font? How is the brand identity carried over from the other two products? How is the band/music represented? Positioning of any star

13. 3). Magazine Ad Use of colours to create a visual identity linked to the genre of the music Clear links to music institutions Release Date Use of quotes from reviews, praising the music Any use of taglines to create further audience address