1. In what ways does your media
product use, develop or
challenge forms and
conventions of real media
products?

2. Conventions of a digipak
* convey the artists image/values
* clear indication of genre
* visually interesting
* list of songs from album
* title that stands out
* conventional for artist to be on
front cover
* may include parental advisory
logo depending on the music
* images of artists on inlay
* interesting colour scheme/theme
* information about record label

3. This is an example of one of our group
members digipak, this is how we followed
conventions..
List of songs
from album
clearly stated
Images to convey artists values, one of his values is to
achieve success and big things, the image of him on a tall
bridge overlooking Canary Wharf (one of London’s biggest
financial center’s) represents the heightened success he
wants to achieve and how important money is to him
Image of artist on inlay
Parental
advisory
logo due to
explicit
content in
his songs
Demolishers
famous brand
logo ‘D’

4. ‘K Koke’ is a grime artist similar
to our artist, this is the front
cover to his digipak…
• This is the front cover of the mixtape
for up and coming mainstream artist
‘K-Koke’ and it is called ‘ Pure Koke
Volume 3 – The Missing Tape’, this
related to my artist as they both
originate from the same genre of
music. This mixtape cover matches the
conventions of a normal cover as it has
a main image of the artist ‘K-Koke’ and
also has the mixtape name in nice
visible font. Another thing is that it has
images on the cover that relate to the
name of the mixtape and this is a
common convention in albums from
the rap/hiphop genre.

5. Another thing that works well is the
fact that the mixtape is called ‘Pure
Koke’ and behind and slightly
overshadowing the text is some sort of
white misty powder/smoke but it is
there in order to look like the drug
cocaine. This works well as drugs are
stereotypically seen to relate to artists
from that genre
One effective thing that has been
designed in this mixtape cover is the
fact the font on the artists attire
matches the one with the name of the
cover and this works very well as
everything fits in and contrasts nicely.
Also the they have images of boxes
with CD’s and tapes inside and they
have images of tapes and cd’s lying
around, this contrasts with the name
of the mixtape ‘The Missing Tape’ and
this also has a strong effect.

6. Back cover of the digipak…
This is the back cover of the mixtape
for up and coming mainstream artist ‘K-
Koke’ and it is called ‘ Pure Koke Volume
3 – The Missing Tape’. It has the same
conventions as the front cover has used
as there are images relating to the name
of the album for example the image of
the tape in the bottom left corner, also
there is an images of the artist on the
box. Another convention that has been
used again is the smokey powder
overshadowing the name of the album.
One thing that works extremely well is
the contrast of the colour scheme that
has been used as all the artists that
feature in the tracks have been designed
in a colour that contrasts with the
background, this works well as it is eye
catching and blends in well

7. Conventions of a music artist
webpage
• user friendly
• visually interesting
• includes homepage, biography, gallery, news,
tour, video, contact and may have social feeds
• consistent colour scheme
• theme to match genre
• variety of images
• artists' work shown on website
• Merchandise available for fans to buy
• Updated news/events for fans

8. DVS is another grime artist that inspired us..
Visually interesting; vibrant colour
scheme and consistent theme with
good use of effects. Large images
of artist over the background
User friendly. Easy to navigate which easy options to
navigate around the site including a wide range of
tabs/options
Artists work clearly shown on
website. DVS’s new mixtape
‘one in a billion’ is the on the
center of the website
Advertising his social network accounts, links
to them as a form of contact and interaction

9. This is an example of a webpage from one of our group members…
Easy to navigate which clear
options to navigate around the
site. A wide range of tabs/options
for fans to explore
Fans available to
buy merchandise
Links to social feeds for fans
to keep up to dated with the
artist and contact him
Updated information
on the latest news and
event info on the artist
Gallery of artists latest
photos
Clear, large image of
artist on the front
page
Famous
quote/line
from the
artist

10. Conventions of a music video
• range of locations
• range of shots used to allow the audience to see
the mise-en-scene
• good use of mise-en-scene
• camera shots don't usually last more than 5
seconds
• usually a narrative
• visually engaging
• visuals often match the lyrics

11. ‘Goodwins’ theory
• he states that we should ignore common
narrative and cohere repeatability
• the audience should be able to watch it over
and over without losing interest and believe
the artist and video is real
• mise-en-scene needs to look authentic to
attain professionalism
• star image is a vital aspect of music videos

12. Conventions of a grime music
video
• fast paced with a variety of shots edited to match the
beat
• clothing brands are deliberately shown
• usually features the artist rapping towards the camera
surrounded by a group of males
• illegal items are often show eg. drugs, guns
• females are often sexualised and shown as passive
• locations used are often dark and gritty eg.
underground
• narrative is often simple, not complex

13. J Cole-Sideline story analysis
J.Cole’s video for his song Sideline story
is where we took most of our inspiration
from. We felt that as an artist he shares
the most similar ideology to our artist
and that his music video’s reject the
commercial exhibitionist theory and
focus on providing symbolic meaning for
the audience. In the beginning of the
video we see him walking on a bridge,
and a bridge has connotations of
symbolising journeys i.e bridge to
success, which is something our artist
entails in his lyrics. We then see J.cole
rapping directly at the camera with a
building and some stairs as the
background, the effect of him rapping
directly into the camera is that as an
audience we feel that his messages are
directed at us making us engage with
the video.
http://www.youtube.com/watch?v=fwux1A5hBdQ

14. • We also see lots of shots of movement e.g. walking, driving past etc. which
symbolises the journey to success. The changes in location suggest the desire
to move from the ghetto and progress to a more successful environment. The
colour scheme throughout the video has a ‘Sepia’ effect giving the video a
very dull dingy look so as to emphasise the struggles and to also contrast with
the shots of city lights making the desire appear far more appealing than the
reality. J.cole’s costume is a hooded jumper teamed with a pair of jeans,
making him appear casual, finding a balance between grime genre costumes
which are tracksuits and rap genre costumes which are jeans and jewels.
We can also see shots of the artist greeting his friends which stressed the
importance of friendship in the genre as ultimately a small group of friends is
where loyalty lies in the streets. We can also see shots of the artist appearing
in his comfort zone, playing snooker with his friends and having a laugh, this
makes the video seem less like a music video and more of a short life
documentary following the artist around. In later shots of the video the artist
is seen looking down at the city suggesting some sense of accomplishments
of his desires. This video expresses the message of the song using visual
imagery and we intend to somewhat portray this with our music video as
Goodwin suggested visual imagery combined with lyrics provides a deeper
meaning for the audience and we would like our video to have a similar
effect.

15. Our final grime music video…
http://www.youtube.com/watch?feature=player
_embedded&v=73KFvBQJMmU

16. Where we reinforced grime
music video conventions
• the convention of using well known brands and making it
apparent in his costume is reinforced. Our artist was dressed
in 'Ralph Lauren' which is very popular amongst the younger
generation, the items he was wearing showed the Ralph
Lauren logo explicitly

17. • We also reinforced the convention of not using a
complex narrative, like a typical grime video it
consisted of the artist rapping to the camera and
shots of the female

18. • Originally we did not want to reinforce the
convention of using illegal items, we wanted
to show drugs being lined up ready to be
snorted however due to a last minute change
instead we used smoke to represent him
smoking weed

19. • we reinforced the convention of using gritty
locations however we only showed these in
the beginning of the video

20. Where we challenged grime
music video conventions
• we challenged the use of gritty locations
throughout the video, although some were
used at the start, majority of the music video
is in open, light areas of central London

21. • we did not show the female as sexualised or passive. She was
fully clothed and was actually singing the chorus. As well as
using heels to heighten her, we used some shots of her on top
of high platforms and filmed as if we are looking up to her to
emphasize she is not passive and weak, instead she is
empowering

22. Genre Theories:
Deborah Knight-
Knight said that our expectations are fulfilled if we see
something familiar/stereotypical of that genre
We challenged and reinforced this theory. We fulfilled our
audiences expectations by using conventions of a grime
genre that they are familiar with, an example of this is
showing brands on clothing deliberately. However how
we challenged this theory is by empowering the female
character instead of sexualising her, as this is challenging
a stereotypical grime music genre convention.

23. Steve Neil-
Neil stated that subtle differences in stereotypical genre
media texts attract the audience as well as repetition of
typical genre conventions
John Fiske and Tom Ryall-
They stated that writers and directors use genre as a structure
within which they can innovate
We used the grime genre as a structure by reinforcing a lot of
the main grime genre conventions but then challenging a few
conventions purposefully which made subtle differences to
our music video. This allowed us to innovate and add our own
twist to the video without steering away from the grime
genre, and getting across the artists values.