This document discusses how the media producer's music video, album packaging, and magazine advertisement utilize and develop conventions of those media forms within the R&B genre. The music video incorporates conventions such as a romantic narrative, costume changes, location variations, and lip syncing. The digipak features the artist image, tracklist, and social media links. The magazine ad focuses on promoting the artist image, album details, and release date using stylistic conventions.

1. A2 Media – Connor Hutton
Q1: In what ways does your media product use, develop or challenge
real forms and conventions of real media products

2. Music Video Conventions
R & B genre has a lot music videos that follow a lot of conventional patterns.
• Most of the music videos have a linear romantic narrative.
• Display of different luxury costumes which is something that attract the
audience to the artist
• Narrative story is linked heavily to the lyrics within the song
• Interaction with the camera such as hand gestures and eye-contact is a big
feature that allows the artist to relate intimately with the audiences.
•A range of locations are used, from public and private environments such
as a bar to a bedroom. This again allows the audience to have a wider
variety of features to relate to

3. Interaction with Camera
This is something that the audience appreciates and makes them feel
involved with the artist. We felt interaction like eye contact and repeated
gestures and movements made a much better performed video for the
audience to relate to. We felt this created a much more engaging video and
we have seen this same thing done in successful music videos from the same
genre.

4. Theme of Romance
In this shot we addressed the intimate themes of love and romance which is
conventional of the genre. These shots were made as flashbacks to create our
narrative and we wanted them to suggest a break up with the girl the artist loves.
We feel that the action in this shot is something the audience can relate to
therefore we felt it was most effective to get an emotional response from the
audience. We wanted to create this more emotional narrative to compliment the
performing scenes as we wanted to include features that made our artist seem
more vulnerable as this is very relatable to our target audience. This use of
narrative is seen throughout the genre.

5. Use of Narrative
In these mid shots we suggest the emotions of the character feeling regret for
breaking up with the girl he loves. We know this is a successful narrative from
other videos we have seen. We wanted to include this narrative so our video
wasn’t one dimensional with just performance. Again we feel that this very
conventional narrative shows a clear image and representation of our artist that
we know is already successful within the genre.

6. Location & Costume Change
Our range of locations present different atmospheres. We compliment the
location with the costumes of the artist to show off a fashionable style. Shown
here in these screen shots we see two different contrasts in both costume and
location and which both represent different moods the songs suggest. We tried
to do this by using a focused colour corrections which is conventional of R&B
music videos. We feel the audience appreciates the change in costume and
location and we aimed it to be trendy and something the audience enjoys.

7. Lip Syncing
We shot a number of different scenes repeated, some of which were not
used, just so we knew we would have enough footage to create perfect lip
syncing. We used post production time well to create fast and on the beat
editing which is a feature of many R&B music videos. We were able to cut to
many different sequences but still keep the conventional lip syncing
continuity. We felt confident with the fast tempo song ‘Can You Feel Me’ as
we knew the rhythmic editing on the beat would keep our audience
entertained throughout our music video.

8. Digipak Conventions
• Digipaks always have the name of the artist and album name (usually on the
front)
• Tracklist is either used on the back of the digipak or on one of the inside
panels
• Promotional record label image is present
• Credit to composers and producers of the album
• We felt for more recent digipaks we should include:
• Social network information such as links to Facebook an Twitter pages.
• Promotional offers and deals to engage the audience and artist.

9. Album Cover
The front cover of the digipak conventionally
has an artist image in which we tried to
present a clean cut stylish artist with the
edited image and use of a suit.
Evidently there is just use of white coloured
font so we again allow easy focus for the
most needed details for the audience
We feel we created a mature and confident artist with this image and this is
conventional of the genre as a lot of R&B artists are known for their style and
have many people aspire to them.

10. Back Cover
This shows the back of the digipak which
includes both the tracklist and also a
promotional DVD list which is a more modern
feature of Digipaks
We followed the obvious The simple background and text
convention to include the barcode with contrasting colours allows an
for pure authenticity of the album easy focus for any audience.

11. Inside
These are two of the inside panels in our digipak that show a edited close up
shot of the artist which we felt looks like a modern photo compared to raw
images, this again added to the image of our artist which is key in branding
him. We included social details which is new convention as it much more
common for the audience to have a much more involved and intimate
relationship with the artists they like.

12. Magazine Advert Conventions
These magazines adverts main use to promote the artist and sell his
albums to as wide of an audience as possible. Artists do this a lot to gain
as much coverage as possible. Some conventional features are:
• Release date of the album
• Record label to add promotional value
• Information on purchasing
• Artist image
• Artist name
• Album name

13. Magazine
We used a star rating to add an authentic
review of the upcoming release. We wanted to
keep spotlight on the image so we chose a
minimalist yet effective quote. The remaining
text is the conventional release date a album
name/artist name. Eye catching image to be
attractive to the audience. Same image and
style of font that links to the digipak. Emphasis
on the very mature looking image as we
realised it was conventional to display a clear
spotlight on the representation of the artist
through his looks.