Evaluation Question 1

There are many aspects of my Advanced Media Production that can be considered to be both conventions and challenge the conventions of real media products. These conventions can be seen in my final music video and digipack. One convention that can be seen in my digipack is the use of a barcode printed on the back of the digipack. I used Photoshop to align my images and text as well as the barcode, this is a typical convention seen in real media products for example on Jack Johnson’s digipak for the album ‘In between dreams’. I felt that using blues and light shades across my digipak, music video and websites was effective as it is a convention seen in real indie/pop digipacks. An example of this is Ben Howards “Every Kingdom” which utilise a variety of blue tones which are ultimately simple.

When researching real music artists digipacks, I became aware that most artists created their own font that is used throughout all of their albums, posters, and merchandise. An example of this is Ed Sheeran’s’ albums, using the same font as well as creating his logos, Ed Sheeran reassembles different mathematical signs and symbols for example division, multiply and plus that are now immediately associated to his form/style of music, these symbols are also featured on his guitars as seen during his performances. As well as looking effective, it distinguishes his own unique, original style and brand from other artists of a similar genre. For my digipack and merchandise, I decided to use the same font called Kozuka Gothic throughout, which not only makes all of these products connect, but also allows for my brand to be recognised by listeners and followers and they begin to identify my chosen font as being my singer’s ‘trademark’ and can immediately associate similar styles with that of my artist.

A convention seen in many other websites by real artists is that the tour dates are listed under their own subheading, for example, Ed Sheeran’s and Clean Bandit’s pages to name a few. Many websites incorporated pictures of their artists which lead me to pick an image with a similar convention that complements my chosen genre and the style of my artist, I continued the theme of blues and white tones across my website. I believe this image works effectively with my chosen font style and colour, making important information stand out and catch the eye. I chose to put my singer in casual clothes that I feel would not challenge the conventions of similar acoustic videos and digipacks as it is nothing out of the ordinary. However, on the other hand my website could be seen as challenging the conventions of real websites as mine features various tabs and links whereas real life websites often include a constant, free-flowing scrolling layout which requires little effort. Although this did not fit existing conventions and ideas, I believe that my setup/layout is easier to navigate, clearer and more effective when needing to find information about my artist quickly.

In my music video I feel that I followed many conventions that exist in real music videos. The first most obvious convention is that I used only a female actor. This convention can be seen in Jeremy Loops, hit single “Waves”. The locations I used can also be considered conventions as in the existing indie/acoustic music videos that I researched during my research posts most tended to feature beaches or fields/forests. I chose to use these locations in my music video as I feel they work well with the style of music. I also noticed that the use of filming waves and water is a typical convention of acoustic music videos this may be because it represents calmness and freedom. I chose to use these kinds of shots in my music video because the lyrics of my song fit with that theme. I also wanted to have a very calm music video with more aesthetically pleasing shots, which can be seen in Ben Brown’s visual vibes video ‘Maldives’. When filming I made sure to have multiple close ups of the artist in distinctive clothing such as a red jacket, this will help the audience to clearly identify their ‘brand’.

In conclusion I feel that my media product is both a convention and challenges conventions of real media products. However, I feel that when constructing my digipack, website and music video I made sure to take all my research that I had done into consideration in order to create a product that is both effective and is a convention of a typical music video.


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