The document discusses forms and conventions used in the production of a music video. It begins by defining forms and conventions, then analyzes how conventions of close-ups, lighting, editing, performance elements, and makeup were both used and challenged in the music video. Forms and conventions carried through to the design of the album digipak and website, such as the use of the artist's photo on the digipak cover instead of a techno image. While some conventions were followed, other elements diverged from conventions to create a unique identity for the artist.

1. I N W H AT WAY S D O E S Y O U R M E D I A P R O D U C T
U S E , D E V E L O P O R C H A L L E N G E F O R M S A N D
C O N V E N T I O N S O F R E A L M E D I A P R O D U C T S ?
I S A B E L L A R O S E W O O L G E R

2. W H AT A R E F O R M S A N D C O N V E N T I O N S ?
- A media convention can be defined as a set of clues in
media texts that allow the audience to identify its
meaning. For example, when the setting of a film
consists of a desert with horses and cowboys the
audience will immediately be able to identify the film as
a “Western Film”.
- A media form can be described as the way in which a
media product is presented or the overall shape it takes
E.g A music video or a comic book.

3. F O R M S A N D C O N V E N T I O N S A P P L I E D
T O O U R O W N M E D I A P R O D U C T.
- In the production of our own music video we drew inspiration and
used these three conventional building blocks that consisted in
performance, lip sync and stylistic elements.
- Many music videos follow these three popular conventions in order to
ensure success as these conventions generally have in the past.

4. Forms and Conventions in our video

5. C L O S E - U P S
We used the convention of close-ups showing the star
lip-syncing in order to build recognition for the artist
as well as helping the audience associate the artist
with the song. However in regards to our music video
we did this by shooting a brightly exposed face that is
projected onto a rough surface to emphasise the way
in which the artist is not aiming to look beautiful. This
is a less conventional way of portraying a star’s image
as in most music videos (Eg, Lady Gaga in Judas or
Katy Perry in Wide awake) close-ups are used in order
to emphasised the stars beauty. Our Video
Katy Perry in Wide AwakeLady Gaga in Judas

6. C L O S E - U P S A N D M I D - S H O T S
• A typical convention that is used many contemporary music videos is
the use of close-ups and mid-shots to emphasise sexual imagery and
sexual movement, for example, in Lana del Rey’s Born to Die music
video where the idea of a dangerous sexuality is highlighted. This
convention is used often as it appeals to many teenage audience
members who are at a stage in their lives where sex is a dominant
thought. During the footage filming process we used extreme close-
ups of our dancers hands touching one of the male figures in the
video.This highlighted the sexual imagery of the video which conforms
to the contemporary music video conventions. By conforming to this
convention through the use of camera we embodied the value of the
artist portraying dark and dangerous sexual imagery. Even though we
took inspiration from this particular example that would work with our
specific genre, the use of sexual imagery through camera is a
convention that is used across many different genres.
Lana del Rey in Born to Die
Our Music Video

7. L I G H T I N G
Another convention in the dubstep genre that can
be seen across all music videos in this particular
genre is that of dark lighting. The dark lighting is
used in order to create a mystifying, dark and
dangerous atmosphere that matches the
soundtrack.
Centipede by Knife Party
Our music video
The convention of dark lighting used in the
Emalkay and Knife Party video, we also used in our
own music video in order to recreate the effect of
nightclub or rave which will effectively appeal to
our young target audience.

8. Forms and Conventions in the edit

9. E D I T I N G
In our music video we conformed to a widely used convention
within our genre in the edit of the music video.
We used very fast paced editing which helped to emphasise the fast
beat and fast rhythm of the music. It also made the video look
“trippy” reinforcing a drug culture convention seen very often within
the dubstep genre.
The idea of fast paced editing also created an unpredictable visual
element which helped keep the audience entertained and intrigued.
We took inspiration from other music videos in the dubstep genre
such as Skream by Nefariousa and Emalkay by Crusader in regards
to the editing. In these music videos the fast cut editing pace has
been used in the way that each shot lasts a very short amount of
time (around 2 -6 seconds) which is exactly what we have done in
ours.

10. E D I T I N G C O N T I N U E D
• Our music video also conforms to a dubstep genre convention in the edit in which
discontinuity editing is used through the abundance of jump cuts. This disorientates the
viewer giving them the sense that they are “tripping”. The portrayal of drug culture is
very stereotypical of this specific genre which we have conformed to. An example that
we had researched before the production of the music is Moodswings by Swindle. This
is done through constant jump cuts between different shots throughout the video which
we did in our music video much like they have in this example.
Images of
jump cuts
from the music
video of the
song
“Moodswings"
by Swindle

11. Images of jump
cuts from our
music video

12. S Y M B O L I C C O N V E N T I O N S
“Generically specific conventions that embody
entirely different values and ideals. Their
symbolic appearances attempt to create their
meanings for a target audience.”

13. P E R F O R M A N C E E L E M E N T
Regarding the performance element of our music video we conformed to the conventions of using
dancers which is seen in most music videos regarding the “dubstep” genre (For example in Skrillex’s
video Ragga Bomb) to emphasise the rhythm of the music. Dancers are widely used as a
performance element in many music videos in order to enhance the musicality of the song and
arguably to promote sales of concert tickets.
Ragga Bomb by Skrillex (left), Crazy in Love by Beyonce (right).

14. D I R E C T A D D R E S S
This is a widely used convention across all music genres where the performer looks directly into the camera and hence breaking the fourth wall.
As we can see from the example of Taylor Swift’s music video (bottom left) the convention is used to highlight the artists beauty and create an
intimacy between artist and audience. Even though our music video conforms to this convention in the fact that our artist looks directly at the
camera while lip-syncing, the fact that it is done through projections creates a bit more distance between audience and artist and does not
highlight our artists beauty as much as the Taylor Swift music video does.

15. M A K E - U P The bold and colourful make-up we used in our
music video was quite unconventional within
our genre as most music videos use make-up in
order to enhance the beauty of the artist.
Whereas in our music video we used the make-
up in order to portray the tribal theme which is
part of our artists branding, which gives her a
unique identity. Even though this was
unconventional concept it has been done with
other artists that we found upon research such
as Lady Gaga (bottom right).

16. Forms and Conventions in the Digi-Pack

17. D I G I - PA C K F R O N T
C O V E R
• In regards to the front panel of our album cover we decided to go
against the convention of our genre and rather than having a
techno picture (which is typically used by dubstep DJ artists such
as Deadmau5 and Skrillex as seen below) we used a photographic
picture from one of the stars photoshoots. We then edited the
photos in black and white giving the false sense of classical music
that is juxtaposed with the festival, tribal make-up worn by the star.
We specifically decided to use these images in order to appeal to
our female teenage target audience. As most teenagers are
festival goers we felt that the fact that the star was wearing make-
up predominantly worn at festivals would appeal to them.

18. ——>Inside panel
on the back of the
front panel with
details of artist and
other roles and
accreditations that
went into the
production of the
album.
W H O L E D I G I - PA C K

19. F R O N T A N D B A C K PA N E L S O F
D I G I PA C K

20. D I G I - PA C K C O N T I N U E D
I T I S N O T C O N V E N T I O N A L F O R A D J T O B E S E E N O N T H E F R O N T
O F T H E I R A L B U M U N L E S S T H E Y A R E V E RY S U C C E S S F U L . E . G D AV I D
G U E T TA ( B O T T O M L E F T ) I S O F T E N S E E N O N T H E F R O N T O F H I S
A L B U M C O V E R .

21. D I G I - PA C K B A C K PA N E L
• I also wanted to portray a very controversial female star
image which led to the creative decision of using a picture of
her smoking that I used on the back panel of the digi-pack.
This helped us support the hedonistic theme that runs
throughout. I drew inspiration from one fo Arctic Monkeys
album covers (bottom left).

22. Forms and Conventions in the Website

23. W E B S I T E
H O M E PA G E
When designing our website home
page we were inspired by two artists
from the same genre; Skrillex and Knife
party. A convention that can be seen on
many artist’s websites is the use of a
banner at the top of the site in order to
make it easier for navigation. We
conformed to this convention and
added a banner at the top of our own
website. As you can see in the example
of the Skrillex website home page
(below left) red forms a big part of the
colour scheme. We liked this idea and
therefore decided to use a similar
colour scheme, however without the
green as we didn't want the green
colour to distract the audience from the
images of our artist.
Skrillex Website homepage
Our Website homepage

24. W E B S I T E H O M E PA G E C O N T I N U E D
Upon research we found that most artists websites directly open
up to a home page such as Azealia Banks’ website. As a group we
decided to go against this convention and created and “enter site”
page that the you have to go through before entering into the
homepage which arguably enhanced individuality of our artist.
Azealia Banks website
home page
The “enter site” page before reaching official
homepage of our website.