This document summarizes how a media product follows conventions of the genre and real media products in three key ways: 1) It uses clear branding of the band and album names to attract attention and increase recognition, following industry demands. 2) It shows the artist in an unconventional way without images to portray them as alternative, while still maintaining a consistent style. 3) Shots include close-ups of the artist, performances, and them with friends to portray them as an important, popular, and skilled frontman and band member according to conventions.

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

2. The band name and album name
are clear and attract the most
attention. This is a demand of the
genre and the record label as it
becomes memorable to the No star is in the picture is breaking
the convention of showing what the
consumer and increase the bands
star looks like to get recognition.
profile. We did this to increase the We did this however because the
attention that the band will get as artist is many ways goes against
people view our product. convention as the indie culture is
often seen as the alternative culture
and therefore will go against
popular culture in many ways
Bike connects to the digi-pack
this makes the band have its
own style this can also be seen
in the leaves around the bike.
This is conventional in a lot of
media products because they
build an image to go around
the artist and this helps the
artists reputation. We did this
because having a consistent
feel to the products was
important in creating our star
persona and the band.

3. Bike links to magazine advert and
makes the band look unique. It is a
convention that artists will have a
unique point about them that is
No star on the digi-pack separates it from more
memorable. We followed this
conventional digi-packs. Most will have a picture of
convention as the feel of the artist
the artist. We did this to show the artist is
that continue through the products
unconventional.
is important in showing the star
persona
Record label clearly
visible shows demand of
record label. The record
label will always demands
Links to facebook to make star in constant a lot of presence on the
digi-pack to get publicity.
contact with the consumer. This is a convention We kept this convention
according to Goodwin who says the star will be in to show we understood
constant attention of his/her fans. We did this to the demand of the label
keep the band looking modern and using media
that our target audience uses.

4. Close ups to make the consumer associate with the star in a positive
way. Lots of close ups make the viewer think he is important and makes
his face recognizable. The convention is that the star will get a lot of
close ups to show his importance and to make the consumer associate
with him.
One of first shots is of the star
makes him seem important.
Convention as the star has to seem
important to be viewed as a star.

5. The star is shown with his ‘friends’ this idea of being
popular and liked is conventional as a well liked
character in the video will make the consumer feel
like they like the star as well. This is because the
star is shown in a positive light by the video. We
used the flashbacks to show the star as a friendly
and popular person.
Band member in the background helps the
artist be shown in the way of a band
member and not a solo artist. In most
video of bands the star will be shown the
most with the most close ups but other
members are shown to be important. We
used band members a lot in the video to
increase the bands profile as well as the
stars

6. The artist is shown performing his song this is a norm of the
indie genre as the consumer likes to see the artist with their
instruments. In most indie bands it is the ability to play the
instrument that sets the band as good or bad. So the idea
that seeing the band play well is just as important as them
singing well means that the demand is to see a
performance. Which is why we included the band
performances to attract our target audience.
The star is in front of the rest of the band showing that he is the person you should
pay most attention to. This links to the idea that in most bands there is a ‘front man’
who acts as a lighting rod to the attention of the fans and the attention travels
around him to the other members of the band.

7. The artists clothes were used to build an image of an artist who is
not very materialistic. The clothes were casual and could have been
brought at most shops. This can be seen by the consumer and this
links to the convention of seeing the star in a positive light as the
target audience will view the star as like them and as a laid back
person. This is the type of star that they would associate two and
possibly replicate his style. However this is not something we built
very strongly as the star is not someone who we wanted to
encourage people to dress in a certain way.
The star is seen in the as a person who has clearly fallen asleep drunk. Alcohol is a common theme
in a lot of videos and for younger people can be viewed in a positive way. We went with the
convention of showing it light heartedly in a almost comical ‘why is he asleep there’ way. We did not
want to show the bad points of heavy drinking as this could ruin the audio/visual link to what is a very
upbeat song.

8. In this shot two people can be seen sleeping in the same bed. This is a voyeuristic theme
that we touch upon several times throughout the video. We used this shot and later a shot
of two people in shadow to build a sexual reference. We did this because voyeurism is
very conventional in a music video and helps build an image of a grown up star who away
from more teen and very young peoples music this helps the audience like the star
because he is ‘not for kids’ and the target range we looked at were people in the beginning
of adulthood and the idea of sex is a adult theme that they will recognize. However we did
this lightly and there is no female that the song suggests we look at voyeuristically so the
theme is only suggested.

9. In this shot the screen pans right tracking the star as he walks past a sleeping person. This gives the
shot a cinematic feel that many music videos try to match. The smooth transitions and camera
movement builds a cool a professional image of the band. This is because the cinematic feel will
distance the video from what others can achieve. We tried to use this theme throughout the video
however the camera was handheld due to the movement of the star and there is a lot of shakiness
that takes away from the cinematic feel.

10. We used lots of camera movement and movement of the star this is conventional as music is
normally seen as up beat and something people should move to. This is because there should
be a strong audio/ visual link according to goodwin who believes that music videos need the
pace of the song to match the pace of what the consumer is viewing.

11. We used a lot of cuts before and during the guitar solo to add a feel of high pace and
fast action. In most videos there is a build up and then a lot of action this normally
matches the song which naturally will go up and down in action. The solo in most
songs for bands is the highlight and the number of cuts and focus on the instrument
will give the consumer a lot of action that goes with the excitement of the solo.

12. The lighting of the star was done very conventionality with one side normally better lit
than the other to give the impression of natural light during the day and artificial light at
night as seen in the picture below. In party scenes the light in the background give lens
flare which is something we saw in a lot of party based video and decided would be
effective in ours.

13. We followed the convention of strong links to lyrics and the visual as there
is a lot of reference to alcohol both in the lyrics and in the video. This can
be seen both in the drinking and the effects in the morning as people wake
up in awkward positions that they wouldn’t have slept normally. Also the
use of a Dutch tilt was a intertextual reference to many other media
products that involve drinking as the cameraman seem to be drunk as he
films and slowly falls over.