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

Music video:

In order to make my media products correspond with real media products I have followed and used generic conventions of music videos within my work. I have furthermore done this by the use of key concepts. In regards to institutions for my music video I have mainly followed conventions typical to the genre of music, indie/acoustic in which I have produced in my music video. One of the main ways in which I have done this is by the use of pink and warmed toned lighting.

In terms of representation a strong use of the female gender has been used within my music video. Following Ralton and Watson’s theory of gender representation, the use of the strong pink undertone and lighting shows gender specifics and signifies the common connotations associated with the colour pink. Using reference also to the ‘The Gaze’ a strong use of female close ups have been used within my music video, cementing the idea of female representation. However the use of Ralton and Waton’s theory of gender representations has been slightly challenged a different genre of music the artist is not dressed in a revealing manner and appears quite dignifies this contrasts my gender of music with that of Hip-Hop/R&B yet at the same time uses Ralton and Watson’s technique slightly with the pink lighting to represent the femininity of the music video. This follows this genre of music’s visual feel. The warmth of this tone of lighting in combination with the sunlight/nightlight and light leaks in the video visually creates an aesthetically pleasing feel. Wholesome and nature embracing. This was typically present in many of the acoustic videos I studied when planning for my own music video of this genre.


The use of nature and the beach is again typical of the acoustic/indie genre. I have particularly include close ups of the sunlight/beach waves and surrounding nature scopes. This again typical of this genre of music to include nature in order to gain such an aesthetically pleasing, wholesome nature embracing feel. In response to Steve Archer’s belief ‘videos tend to suggest storylines and focus on only fragments of the lyrics’ my music video reflects this theory. Typical to the conventions of this particular type of music video ‘The Best Mistake’ uses an objective characters storyline and focuses on them throughout the visuals. Including the postmodern concept of fragmentation and flashback at the mid-point of the video to show the artists experience with her love interest and also allows the audience to understand the narrative of the music video. Furthermore the use of black and white to show this and the transition from day to night is corresponding with Levi Strauss’s binary oppositions. In a more widespread manner the conventions of my video show a strong relations between the lyrics and the visuals. The song being named ‘The Best Mistake’ and the main character constantly referring back to an image in which she believes to be her ‘best mistake’ reflects Andrew Goodwin’s theory of amplifying.

Throughout the research I done for this genre of music video I gained an understanding as to what kinds of audiences would be interested in these specific types of music video. Those who would be visually and musically appealed by them. I researched by looking at music videos similar to mine visually/musically. Furthermore by looking into youth subcultures and producing an audience profile for our target audiences. The music video has been aimed at a unisex teenager and young adults in terms of audiences. I have used these audiences as I believe that age group is the most likely to understand the experience being documented within the video. Given the cultural capital of the video also it allows this audience group to have experienced a similar circumstance themselves. The optimism of a ‘perfect love fairy tale’ that is also evident within the video is what this range of audience is likely to be seeking/looking for themselves. The narrative and visual feel is therefore what this range of audience will expect from this genre of music. By producing visuals by the use of Mise-en-scene (natural environment) pale, and warm undertones and general representation of the artist I have appealed to this target audience. As the music video contains conventions they would expect to see from this genre of music.

In regards to Narrative and Genre within my music video I have used a form of pastiche to Nora Jones video ‘Don’t Know Why’.


Much of the Mise-en-scene used within our music video resembles that in Norah Jones’s. For example the environment is exactly the same, beach setting. As is many of the props featured, musical instrument, birds (again nature) and many of the natural surroundings within the video. This again is a pastiche as it imitates many of the features/conventions from my video that is also in Norah’s. This has been done as I believe Norah’s perfectly represented the conventions and visual appeals of the genre of music and visuals. The use of pastiche and theorist input gives my music video a postmodern edge whilst both following and challenging music video conventions.

Digipak and Music Advertisement Ancillary products.

Before beginning the design and production of both my Digipak and Music Advert I analysed a number of products similar to the genre of my ancillary products just so I could gain a general idea of the forms of iconography/fonts/colours used and the typical forms and conventions used for these products. With my digipak I mainly followed typical forms and conventions to normal media products. Keeping the font italic and calligraphy just to in keep with the general dainty and decorative look of the product. I’ve kept the iconography and photography included the same colour wise as the music video and the music advert by using pinks/whites and greens and shot the images in a natural area just in order for the natural environment to correspond with that of the music video Mise-on-scene. This allows all products to be seen as a whole, to be recognised as one media product.


Whilst keeping the layout and design of the product easy to navigate around, easy to understand with little writing other than artist’s name and track lists, insert set-up and barcode typical conventions of digipak’s. Yet still allows the products to be visually pleasing. I have kept the colours of the digipak again similar to that of the music video, florals, pink variations and whites. This will again allow the audience to make a relation to all three products and see them as a whole, music video, digipak, music advertisement.

Given the genre of music I have included within my music video/ancillary products and the visual representations I have used I believe it is likely my artist if signed to a record label would more than likely be a small record label, catering specific musical needs for the smaller group of people likely to enjoy this kind of music in opposition to a pop artist signed to a large record label. For this reason in regards to institutions I have chosen not to challenge the typical media convention of adding copyright information to my digipak. I believe leaving this convention out will allow the artist music to be more widespread and accessible. Therefore allowing more people to listen to her music, gaining her a larger audience. With the design of my music advertisement I’ve followed all of the conventions of a typical advert that are expected to see:


 Including promotional lines to entice the audience I have featured ‘includes hit single ‘Best Mistake’.  Artists name- at the top so that the audience are straight away able to infer the music being documented by whom.  Star ratings from reputable magazines/newspapers in order to give the album a good review.  Date of album release  Artists music website  QR Code- for easy access to the artist’s music and information. I have furthermore included main photography from the same shoot of that on the digipak, I believe this gives all my products intertextuality and allows them to be seen as a whole.


Evaluation question 1-