This document discusses how the media product conforms to and challenges conventions of real music videos, digipaks, and album advertisements. It conforms to conventions like including director names and titles in the music video, using cuts that match the tempo of the R&B song, and clearly stating the album title and artist on the digipak. Some conventions are challenged, like omitting lip syncing in the music video to focus on story over lyrics, using illustrations instead of photos on the digipak, and having a darker, more contemporary style rather than expensive displays of wealth. Cross-promotion between the music video and other products is also used.

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

2. MUSIC VIDEO: TITLES
In the making of our music video, we conformed to the use of
titles. Many music videos, if they have a director of note, display
their name as they might with a title sequence at the start of a
film, which is what we did. After the title of the song appeared
(‘Like I Would’), the directors names (‘G & L Davies’) followed:
An example of this in a real media product is in Snakehips’ Cruel music vid
convention is usually used in music videos with a strong plot. Another exam
Telephone by Lady Gaga, featuring Beyoncé. By knowing the directors, it all
audience to make judgements even before they watch the video based on t
past work. The director’s name may also invite people to watch it and work
advertisement for the music video.

3. We developed this convention by repeating the title frame of the
song’s name at the end. We did this with the aim of showing the
change in the relationship between Beth and Ruby, the main
characters, through having a similar format.We also tried to develop this
convention by adding our own artistic
twist on the title. We layered the text
three times and changed the colour to
mirror the use of colours in the music
video.
Example:
Lady Gaga’s
Telephone
(2010),
directed by
Jonas
Akerlund.

4. MUSIC VIDEO: THE R&B GENRE
Conventions of R&B music videos may include: cuts to match the slower
tempo, lip syncing, the sexualisation of women, filters, noticeable lighting,
etc.
We conformed to the fact that many R&B songs match their tempo, as we used
the ‘cutting on the beat’ technique to allow the footage to flow with the
music. During the chorus the tempo quickens, which mirrors the shorter cuts.
We also used a black screen between cuts during the pre-chorus when Zayn
sings “oh, oh”. This slows the music video down slightly before picking up the
pace when the chorus starts. We also used a variety of coloured lighting,
which conforms to the fact that many R&B music videos use lighting to their
advantage.

5. We challenged the conventions of an R&B music video by
omitting lip-syncing and instead focusing on the story of the
three friends rather than the literal meaning taken from the lyrics
which would have become apparent if we included the lip-
syncing element. We also chose not to sexualise the female
body, as is explored in Laura Mulvey’s “Male Gaze” theory. We
wanted the music video to have a more contemporary R&B feel,
which was conveyed through the omission of these things and
the subsequent focus on the plot of the video.
The focus on inanimate objects
helped to portray the contemporary
aspects of the music video and song.

6. MUSIC VIDEO: CAMERA
According to Andrew Goodwin’s ‘music video theory’, music
videos must have close-ups in order to satisfy the audience’s
need to see their idol(s). We conformed to this in our music
video:It’s also helpful to see the protagonist
of the music video up close after
understanding their story through
other shots. We also use a lot of
camera movement in the music video,
which is common. We track across the
room to show Beth
and Ruby talking, and we also pan across the room to show Beth sitting
solemnly at the beginning of the music video. This has the effect of
properly conveying the actresses body language, through which we can
analyse and understand their relationship.

7. DIGIPAK CONVENTIONS
Many digipaks clearly state the title of the album and the artist,
which I conform to in my digipak for Zayn’s album “Mind of
Mine”. Digipaks also include the track list, something else I have
included to create a real media product.
On the left, Drake’s track list for his album “VIEWS”, and next to it,
my digipak for Zayn’s “Mind of Mine”. Next is Rihanna’s “Loud”,
which is in large text at the bottom of the page, and next to that is
my front cover with the text large at the top and in the same style
as the music video.

8. I tried to challenge the conventions of a digipak, especially ones
for a R&B album, by using illustrations instead of pictures. Many
R&B digipaks use images of the artist either wearing expensive
clothes, standing next to/driving an expensive car, or in an
expensive house/setting. Instead, like in my music video, I tried
to channel a more contemporary-feeling into my digipak:
On the left, you can see the illustrations included in my digipak. I used
hands reaching towards each other and hands linked together to
depict the relationship between the two friends. Drake’s inner panel,
on the other hand, shows him in typical “R&B style”.

9. MAGAZINE ADVERT CONVENTIONS
Adverts for albums usually include the following: the title of the
album, the artist, ratings from media magazines/websites, a
picture of the album itself. All of this serves the purpose of
promoting and advertising the album. I have included all of the
above factors to help to promote Zayn’s album, as well as make
it clear that the album is ready to be bought. I also used a
picture that is easily linked to the music video as to cross
promote and make it easy for the audience to recognise each
product as linked to one another.
Like in the advert for Rihanna’s ‘Rated R’ album, I
used a black background for the text to make it
stand out against the dark background. The
artist’s name is also one of the largest pieces of
text on the page, which I used to not only
promote the album but promote Zayn as an artist.