2. In Dancing in the Distraction Factory Andrew Goodwin stated the
key elements of a music video are different for different genre's.
For example Rock and Metal bands usually have a stage
performance whereas girl or boy bands would usually use a dance
routine instead. Usually artists link the lyrics with what is going on
in the video and we used this element as the song almost directly
went along with what was happening in the video. He also stated
that the record labels demand video's to feature close ups of the
band to help get them publicity, we didn't use this in our music
video as we didn't feel the need to promote the band as we felt
that the group should be known for there music, just like Alt-J are
as they don't show there faces in any official photos. We also used
the common theme of looking for something as the main male
character is looking for the female character when they enter the
woods, we didn't use it as much as other artists do because it
didn't fit the video all of the time so we used it when we could.
Our video did feature intertextuality as it uses a similar theme to
the Alt-J - Breezeblock video but with our own twist and style
added to it to make it unique.

3. Our music video and digipak don’t follow the classical
conventions of normal bands but they follow the conventions
of Alt-J and use a similar idea to them. Alt-J are known for
being alternative and different band and we have displayed
this style in our digipak. In our audience research we found
that our target audience liked things that are not mainstream
and not too common amongst most people. We obviously
followed this convention and designed the digipak to be
different to everything else that is available from other artists.
This then fits what the audience want as it isn't mainstream
and this should help it appeal to them.
In music videos there are two main types of videos, one has a
storyline is similar to a short film and the other is the band
playing the song out live. We decided to challenge the live
band performance idea and created a video with a storyline as
we felt this is more popular amongst the genre of music Alt-J
perform.

4. As a group we realised that the best way to help
attract the target audience was to establish a
recognisable image as this would help involve the
them straight away. As we didn’t want to
completely copy an existing video we changed
some things to make it our own and the unique
touch would also help attract the audience. Most of
Alt-J’s and other bands in this genres videos
feature a narrative plot or storyline that sometimes
matches the lyrics of the song.
We decided that we would follow this with a video
that has a storyline that follows the lyrics of the
song which will help the audience understand the
song.

5. As the bottom screenshot show we have
used the domestic violence and
relationship issue as the main theme of
the video. The top screenshot is a part of
the Alt-J which uses violence between a
couple too, our video does have the same
theme as the Alt-j video for Breezeblocks
but the story line is very different. This
demonstrates us following the same
convention as Alt-J but also shows us
going against conventions at the same
time. We felt that the theme Alt-J used
was different, controversial but
successful. Love is a very common theme
in music videos and music in general, we
didn’t want it to be like every other video
as this would misrepresent the band
image of Alt-J.

6. Throughout the video we challenged and conformed
with several aspects of Andrew Goodwin’s theory that
is in the book Dancing in the Distraction Factory. We
used the common theme of the characters looking at/
for something in the video as do many music videos,
however we only used this theme a little bit. As to stick
to the music genre we didn’t use the visual aspect of
the female body to attract viewers as we felt that this
would be inappropriate for our target audience and
wasn’t a feature of music videos in Alt-J’s genre of
music.
Our video contains a lot of intertextual references to
horror films such as the chase through the woods and
some of the violence scenes where confrontations in
the relationship and arguments feature.

7. As you can see on the posters we have followed the convention of
using the album artwork on the poster to draw in any fans that might
recognise the artwork. It also links them together in a sense as they
are both using the same artwork and this shows that they are by the
same band. We haven't used the artwork in the same way as we
decided that the cover would look better as the background instead of
completely copying the Alt-J tour poster.
During the research stage I found that most tour posters featured the
album artwork for the album they were promoting on the tour, this
helps link the tour and the album together to encourage their audience
to purchase both.
The other features of the tour poster are quite basic and standard for
tour posters such as dates of the tour and where you can buy tickets
from. In small print at the bottom of most posters they include
information of how to contact the band and all their social networking
sites.
We actually followed most conventions that the tour poster displays as
their isn’t much room for variation and as they have one purpose, to
sell tickets for the tour, it would be silly for us to change something
that proves so successful for almost every band in the world.

9. In our digipak we followed the conventions of Alt-J by using
abstract art on the album cover. We feel this is a good
representation of the image Alt-J have as they appear to be
an abstract band producing abstract music which proves to
be very popular.
We also have very little text on the actual cover and display
minimal text on the back cover with only the list of the
songs, a barcode and information about the record label and
producers. This is a common convention that we have
followed and the back of most album covers are the same.
The pictures below show that any album covers have the
same features no matter what the genre of music.