1. The document discusses a music promotion package created for a classical pop artist. Research found the target audience preferred classical pop music videos. 2. A narrative and performance-based music video was created, along with a digipack and website. The music video featured traditional classical pop elements like sitar and drums but also challenged conventions by depicting social issues widows face. 3. Specifically, the protagonist breaks stereotypes by continuing to dress colorfully and enjoy life after her husband's death, rather than conforming to societal expectations of wearing white and ending her passions as required by tradition.

1. Critical Evaluation
Question1: How do your products use or challenge conventions and how do they represent
social groups or issues.
Answer: For Our Advance Portfolio we made a music promotion package for a Classical Pop
Artist. The reason why we chose ClassicalPop genre is because from our Audience survey
we examined that most of our audience preferred to watch Classical Pop Music videos.
We made a music video, a digipack and a website for our music promotion package. Our
music video is a Narrative plus performance based music video. To promote the music we
also developed a digipack for our artist and a website to be in touch with our artists target
audience.
Our genre is Classical Pop. Classical Pop music has a very consistence beat made with
classical instruments such as Sitar, Drums etc. It has a theme where it follows the theory of
Andrew Goodwin showing a relationship between the lyrics and the narrative. The genre is
conveyed through the dressing of the artist and the mis en scene of the music video. These
music videos reflect the traditional culture. These music videos related to this genre are much
closer to reality. The outfit of the artist and the mis en scen of the music video reflect the
culture.
There are many Classical Pop artist such as Neha Basin, Soujanya Madabhushi, Lata
Mangeshkar, Sahir Ali Baggah etc.
We followed many ClassicalPop codes and conventions. The location where we shot our
music video was also an historic Haveli that was made before the partition of India and
Pakistan. The reason why we chose that as our location is because it reflected the culture
and history of Pakistan. The clothes worn by the protagonist are also very traditional. In on
part of the music video she’s wearing a Lehnga and a blouse which is usually worn by
women in our country on special occasions and in the other half she’s wearing plain white
clothes that again reflect our tradition of wearing white clothes after being widowed.
Traditional jewelry is also worn by the protagonist. Flowers and candles were used to
create mis en scene in the music video to make a very eastern set up.

2. Our Artist also wore traditional “shalwar kameez” clothes in the music video to reflect the
culture of our country and also because we have noticed that in most of classical pop genre
music videos, artists are wearing traditional clothes.
However, we also broke many codes of conventions of classical pop genre. Usually in
classicalpop music video, traditional values are shown. However, we a are breaking the
stereotype in our music video . Our music video reflect the social problems a widow has to
face after the death of her husband. How she is expected not to dress up and how the
society plays a vital role to finish colour from her life. But to break the stereotype, the
protagonist stands up for herself and lives a happy and a very colourful life after the death
of her husband.
We have shown how the protagonist does not care about any social pressures and enjoys
her life the way she used to before getting widowed. Our music video breaks the stereotype
thinking of the society that the women should not dress up after the death of their husband.
Our music video depicts the stereotype thinking of people in our society of how women are
supposed to wear white after getting widowed and how before getting widowed they are
expected to get ready to make their spouse happy. The protagonist in our music video is
very passionate about dancing and is often shown dancing for her husband in a private
sitting. After getting widowed she is expected to forget her passion. However, the Sufi
dancers dressed up in colourful clothes urge her to dance again.

3. These are some of the ways we used codes and conventions in our music video to highlight
the issues a widow has to face every day in our society because of stereotypical thinking and
society pressure.