This document discusses how the media product challenges and develops conventions of the indie rock genre. It challenges conventions by not clearly showing the band members' faces and using a dark, uncomfortable narrative for the target audience. It develops conventions by incorporating a dance element seen in other music videos and accepting the use of a distressed female protagonist. The document also notes how the media product's website accepts conventions of minimalism and easy navigation seen on other indie band websites.

1. EVALUATION TASK 1: IN WHAT WAYS DOES YOUR
MEDIA PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?

2. FORMS AND CONVENTIONS
Form is a certain way in which something is created. A
convention is the familiar and predictable form and techniques
used by the media to communicate certain ideas or to convey
a desired impression. During my music campaign I have
looked at how it is possible to develop, challenge and accept
conventions of an Indie Rock genre.

3. MUSIC VIDEO
Looking at this similar product, you can see that the lead singer is shown
clearly throughout the music video, meaning the audience is able to relate
themselves to the band; showing the artist cares about their appearance as
well as their music. In our video; we challenged this convention and hardly
showed to the audience what our band looked like. This is due to the idea that
Negus created; we wanted our band to be organic, meaning they care more
about their music than their appearance. We used low back lighting to create a
shadow on the band’s faces. This also added a mysterious element to music
video which is a stereotypical convention in an indie genre.

4. Another convention we decided to challenge was the use of a dark
narrative to show the leading female in the story. In The Killer’s music
video “Shot at the Night,” you can see that a love story is shown and how
it has been created throughout. However in our music video, we thought
a dark storyline would be the most uncomfortable for our audience as this
was the idea we wanted to create. To further develop this idea, we used
after effects to distort the protagonist’s face. A similar product that we
accepted this convention was Alt-J’s “Breezeblocks” where the female
actress is clearly distressed and potentially in pain. We accepted this as
when we all watched it as a group, we were drawn to the narrative which
is what we wanted for our target audience of 25-30 year old males.

5. For the dance element we decided to develop a convention that we saw in a B

6. A main symbolic and technical convention we understood that we had to accept

7. By looking at Alt-J’s website, you can
see that we accepted the
conventions for an Indie website. As
you can see from Alt-J’s website, it is
a very minimalistic design meaning
that it is easy to navigate. There is no
pictures of the band on the front
screen which is similarly what we did
on our website.
For our website we made sure that it
was simplistic for our website to
navigate so the audience can use it
easily. We have also attached links
to our social media sights (similarly
like Alt-J’s website) which enables
the audiences to get to know our
band even more.