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

2. Music Video:
Before starting the construction of my media product I decided to do research
into what conventions are used in typical music videos, I used various sources of
information in order to gain more knowledge on how to create and present a
media product.
The conventions of a typical indie music video I have found out usually contain
images of nature, close ups, humour, dim lighting, performance and instruments.
Research into the conventions deepened my knowledge of what conventions I
would need to use in order to conform or go against a real media product.
One of the many conventions I have used throughout my music video is lip
synching. The majority of all music video I have researched contained lip
synching whether it may be for a few seconds or used in the whole video. I
decided use lip synching in my video as I feel that it helps express the artist’s
emotions and her heartbreak, it also strengthens the narrative of the video and
makes the audience feel a part of the storyline. Lip synching is an aspect which
needs to be matched perfectly throughout the video in order to look professional
and we have created an almost perfect example of lip synching through the aid
of media technology.

3. Music Video
http://www.youtube.com/watch?v=l6pVkMG32bE

4. However if I did not include this convention in my media product then it
would have been mistaken for a short film and this is the sort of I idea I did
not want to create for my audience. In the pre-production we decided to
include only a few shots where she would lip synching put through further
research we have found out that constant use of lip synching helps engage
the audience, without making the video look boring and uninteresting.
Another convention I have used is Mise-en scene. Commonly all music video
use Mise-en scene as it helps set the tone, emotion and the meaning of each
shot. A certain atmosphere is created in music videos to help the audience to
identify with what is going on within a scene; it can either be for instance
specific characters, props, lighting, costume, makeup or the actual setting.
In my media product the artist is seen wearing casual clothes throughout the
video. I learned that in many indie videos artist don’t wear glamorous or
revealing clothes for example in Ingrid Michelson’s “Be Ok” video we see her
wearing a simple shirt and jeans and playing the guitar in her room. For our
video this is the idea wanted to create; scenes were the focus was on the
artist’s emotions and performance and not on her clothes. However we did
conformed to the typical convention by making our artist wear indie/vintage
colours such as mustard yellow.

5. Another Mise-en-scene convention we applied to our media product was the
use of natural setting a convention which can be seen in many indie videos
such as Florence and the machine “rabbit heart” where the artist is seen
dancing around in a forest/park. In our music video we used natural settings
to conform to the convention but also make it easier for our target audience
to identify what genre our video is. We used indie colours in our video for
example by having the artist wearing the same colour top as the yellow
flowers. We did this to show the artist as a down to earth and innocent
character and by using nature it was easier for us to portray this.
Another Mise-en scene we used is props, one of the main props we used in
our video was a guitar as from previous research we have seen many indie
artist use instruments such as guitars in their performance. In our media
product we see the artist playing the guitar by herself; we did this a way to
let the artist express her emotion and heartbreak through her love of music.
Another Mise-en scene convention we used was makeup, in our music video
we tried to go for a natural look a way of portraying the artist’s natural and
down to earth character. In one part of our video we see the artist wearing
red lipstick to connote that she still loves him and that she hopes he comes
back to her.

6. Another convention that we have included in our media product is the use of
close-ups, this is a convention used in indie music videos such as Florence
and the machine “Cosmic Love”, which have various shots of the artist face
expressing her emotions through her facial expressions. I learned that these
shots are used to help the audience identify what the artist if is feeling in the
video. In my media product I have used numerous close-ups to show the
artist’s emotion and the confusion she is feeling on whether he will come
back in to that relationship. I have used other shots like mid-shots and low
angle shots each time
One convention we haven’t used is humour, we decided not to include this
as our song was heartbreak and including humour would disrupt the
loneliness and isolation the artist feels throughout the song.

7. Digipak:
When creating a digipak I had to keep in mind the typical codes and conventions
of a typical digipak and by doing research I have found out that all digipak
contain some key information. For instance name of album, artists name, track
list, record label, release date and a visual imagery e.g. of artist or band
members. What I have learnt is that digipaks are made to reinforce the artist’s
image to its specific target audience.
There are various conventions I have used in my digipak in order for it to appeal
to my target audience. One of the conventions is wording, I have included a title
both of the artists name and the albums name, and this will give the target
audience basic information about the artist and what the album is called. I have
also a track list of the songs included in the album, without it the audience will
not be able to access the songs made by the artist.
Another convention I have used is visual image; from previous research I have
found out that majority of digipaks have an image either in an
animation, photographed or hand-drawn. The visual images will portray the
artist and the genre of the music the artist is conveying. Many people usually
pick up an album because it looks attractive or they recognise the artist, so I tried
to create a digipak that is appealing to my target audience but also at the same
time providing information about the artist for people who don’t know her.

9. Another convention I have used is including CD, which typically all albums
contain as it is a technology which allows you to play the music recorded by
the artist. For my digipak I decided to make the CD more bright and
colourful my applying flowers used from the background of the main album
picture. I have created this so that CD looks more unique and interesting, but
also making it stands out from other digipaks. I have taken inspiration from
Rihanna’s “Loud” digipak which also contain an image of roses on the CD
cover.
Another important convention I have used is the record label’s logo, this is to
provide information the target audience about what record label the artist is
connected with. It is also an additional information but an important one so I
decided to apply this convention at the back of the digipak near the track
list, so it easier for the audience to clearly recognise.

10. Magazine Advert
When creating a magazine advert I wanted to produce an advert which
followed all the convention, this so that it looks professional but still be
successful in promoting the artists album, Which is why a magazine has to
include all vital information, so that the audience can know more about an
individual artist or band. For example things like album release date, official
website, artist and albums name.
In my magazine advert some of the conventions I have included are: name of
the artist and album. I have placed the albums name underneath the artists
name as this is one of the main features of a magazine advert they will look
at. The font I have used is not that fancy as I wanted to make the artist the
main attraction not the font used. From previous research I have found out
that not many adverts have fancy writing as the main focus is always on the
artist. This is the idea that I wanted to use for my advert to make it look
more appealing to my target audience and focus group.

12. Another convention typically found in magazine adverts are visual, the same
as digipaks. The way the artist is positioned, they props they use, their
make-up can also represent the artist in positive/negative, strong/weak way
but mostly in a positive and strong way to promote the artist in a good light.
In my magazine advert I have used an image of the artist holding a guitar
and wearing subtle makeup, I did this to show the artist as a down to
earth, innocent and pure character.
Another convention I have included are the logos of the artists record
label, this is an added information but is vital for people who want to know
more about the artist. I have also included the artist official website, where
they can buy new albums, get information about tours/gigs and also learn
more about how the artist became successful.

13. I have also added a new media technology in the magazine advert, this
barcode allows people with a smartphone to get on the go information
about the artist and where they purchase the album. As media is currently
changing I decided to keep up and use new technologies around me and also
promote the artist using new media.
One of the conventions I decided not include in the advert is the release
date, If an individual is interested than they can visit the official website
which will include all the information and also the person can find out about
other albums available by the same artist.