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The conventions of the ancillary products was also closely followed to ensure that they are recognisable as a digipak and an album poster.
Conventions ( Digipak)

The track list being on the back cover

More imagery than copy

Aspects such as imagery and typography that work as brand.

Barcode and record label logo on back cover

Conventions ( Album poster)

Eye catching typography and image of artist(direct address varies)

Evidence of brand

Artist name at top

record label logo

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I believe that the only way we challenged the conventions of a performance and narrative within the pop genre is by not having a male to lip sync the male parts of the song. Considering the portion of the song he sings it would be conventional to have him as someone who is lip syncing as well however since Sienna Blossom is a new artist it makes sense that she is the focus of the video.

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Props and Costume
The use of the photo of the twins as a photo is suggestive of themes of family. This is further suggested by the note where Mum is seen clearly
The condolences cards connote death and this is further supported by the all black costume that our artist is wearing as all black is suggestive of a funeral
Further in terms of costume the male actors tie being undone suggests a slight unravelling of the male artists character and that he is more dishevelled

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Goodwin's theory was Incorporated when direct relation between the lyrics and the visual was used. In several shots the male actor is shown running when the lyrics say running, this is the main example of when the visuals relate to the lyrics. It is often seen that the name of the artist and song is seen at the start of the video, this is seen in the video made for running. The lighting is slightly more high key which is expected of a pop video in particular and is slightly blue tinted suggesting an undertone of sadness. Close ups of the artist singing draws focus onto her.

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How performance and narrative conventions were applied.

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How performance and narrative conventions were applied.

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The narrative and performance aspects of the video were entirely separate shown by the clear shift from what parts of narrative look like to moments of performance. This follows the conventions of a performance and narrative video as the audience can clearly differentiate between the moments of performance and narrative. Further the artist being apart of the narrative is conventional .

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Conventions of a narrative and performance video 

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Conventions of a narrative and performance video 

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Most pop music videos are combined performance and narrative. The way that this is conventionally established is by either a close up , mid shot or long shot of the artist by themselves lip syncing with a background that is different and separate to the rest of the video. The narrative is then the artist or an actor carrying out a narrative that directly relates to the song. Goodwin sees the artist or the performer being apart of the narrative as a way of establishing connection increasing realism. This is common in pop music videos and this was apart of the video for Running as our artist Sienna Blossom was both performing and a character in the narrative.

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Step 1 - Understanding generic conventions of a music video

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Step 1 - Understanding generic conventions of a music video

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The main conventions that are applied to every or majority of music videos are the video being cut to beat , close ups on the actor or performer , lighting for mood, often simply high key or low key lighting.These conventions differ depending on style of music video whether that be narrative, performance, concept or a combination. The generic conventions were followed as they help the identification as a music video.