1. The document discusses conventions used in a music video about Sufism created by Shahbano Munir. 2. The video uses conventions like establishing shots, realistic lighting, and costumes typically seen in Sufi music videos to represent Sufi culture. However, it challenges the convention of including a love story by showing a woman who runs away from problems to find peace. 3. The video aims to represent social issues like women being seen as the weaker sex, male dominance in society, and drug use among teens.

1. 1.How do your products use or
challenge conventions and how do
they represent social groups or
issues?
-by Shahbano Munir

2. Conventions are the one of the common things audience expects to
see in a media product. Before making my music video I did a detailed
research to find out my generic conventions.
Our video is non-linear
narrative and performance
based; the story is based on
how a female is shown as a
weaker sex in our society. It
revolves around the life of
our main lead character
Ayela. Instead of doing any
experiments we have
followed the conventions in
our music video. Our genre is
“Sufi rock". Which is a sub
genre of rock. It combines
rock and classical Sufi music.

3. My team and I used various conventions from different music videos
that we have seen and we tried to adapt as many conventions as
possible.
The first convention we have used is the establishing shot in the start.
We have used the natural realistic lighting and tripod is used for
shooting to follow our generic convention. The historical location and
mise-en-scene used in the video represents the typical culture of
Sufism.
Kailash kher (Teri deewnani)

4. The representation of our music video stereotypes the typical
Sufi music artists. We have shown our characters in our
traditional dress code (Shalwar kameez) dull and dark clothes
accessories e.g. beads, necklaces, scarf, and Afghanistani hats
these convention are also represented in different music videos
of the same genre e.g. “Sayonee” by junoon and “Teri Deewani”
by Kailash kher. The band artist is doing the lip syncing which is
was so far the most difficult but the most important part for our
music video to look real.

5. We have used the simple camera and editing techniques that
are mostly used in the music videos like midshot, long shot,
fade-ins, fadeouts, dissolve and close-ups of the instruments
and characters to emphasize on their expressions. In most of
the Sufi music videos a girl is shown doing the whirling
darwesh dance, which connotes the ecstatic ritual. By using
conventions I can make the audience relate to our video.

6. We are targeting specific audience from teenagers to adults. My group and I
wanted to throw a light on variety of social groups and issues that are present
in our lower ,middle and higher class societies through the personalities of our
characters.
1.Women are considered as weaker sex and there is a significant amount of
male dominance in the society. We showed both the cases and also changed
the idea of how the women takes a strong step, gives up and runs away from
everything in search of peace.
2. Another issue we chose to enlighten our audience was about the drug use.
Which is common among the teenagers and the consequences of being a
victim of it.
However, we tried to challenge a convention like other Sufi music videos there
is always a love story shown where couples are trying to find love within each
other we have showed an opposite concept of a girl who wants to get free of
every problem her husband has caused her and one day she gives up and
runs away from all the worldly matters to a place where she could find peace.