The document discusses various conventions used in the production of the group's music video. It describes using lip syncing to match the singer's mouth movements to the words of the song, to make it look realistic. It also includes using a narrative and scenes that relate to the song lyrics. The music video features the singer playing guitar to represent the acoustic genre of the song. The document compares the music video to Bruno Mars' "Grenade" video that also depicts the singer constantly carrying his instrument. The group's digipak and magazine advertisement use conventions like featuring the artist and using consistent branding to promote the album release.