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My front cover.

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My magazine advert.

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My inside panels of my Digi pak.

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An example of a grime artist implementing a lot of color.

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Another convention I challenged was the type of colors I used in my ancillary pack. Colors used in my ancillary were simplistic and classy as I didn't want to overload it with to much color to confuse the audience. This challenges conventions as typically, a lot of color is used to allow the Digi pak to stand out as this is a marketing strategy. I decided not to use to much color as I wanted to keep the piece looking realistic.
I did receive audience feedback on my magazine advert in which one person said it doesn't stand out enough, so I implemented splashes of red so key dates can stand out.

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INSERT MY DIGI PAK AND MAGAZINE ADVERT

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An example of an established grime artist 'Skepta' album cover.

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An example of a artist that is not fully established on the front cover

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One convention I did follow is having the artist as the main picture. I did this as my artist is a new upcoming artist so their picture should be their for the audience to establish a face from the lyrics.
This is a major convention for upcoming artists, however more established artist sometimes dont  have themselves in the album this is because they are already established and their brand image is so strong the audiences automatically know who's album it is.
We cannot do this as Melody Rose is not yet fully established.
In both the Digi Pak and magazine advert the artists face is either facing the other way or shadowed. I did this purposely to add mystery and keep the audience anticipating what she fully looks like. The artist is visible, however not the eyes and this is a marketing technique I used to entice the audience and they want to know what she looks like.

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new style grime font.

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Example of old style grime font.

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Font used in my Digi pak and magazine advert.

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The font is one convention that I decided to go against for multiple reasons. Fonts usually used for grime are typically graffiti styled or childlike. This is because fonts like this were very popular a few years ago. However, as grime has developed and expanded more sophisticated and bold fonts have replaced the old style. I Decided to use a sophisticated font to represent the artist in a different light compared to other artist in the grime industry. The font used in both the Digi pak and magazine advert show a elegant and striking artists and this is the goal I tried to portray. It slightly challenges font conventions however it matches recent fonts of grime.

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My ancillary pack somewhat challenges typical grime conventions in the sense of the color scheme and the font. However the most popular conventions still remain as it is important that the audience are aware of the genre.

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Example of a female grime artist title, similar to Melody Rose.

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Title in the music video.

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The text used in are music video somewhat supports conventions as this sort of font in used mainly for women grime artists. Grime has detached themselves from the old style word art and to much use of photoshop and have begun to use more subtle texts as they look more professional and predominant. Are music video used a subtle font to highlight Melody Rose's classy image, however this was not sticking and predominant enough to be used in the ancillary section as a font was needed that was more predominant. We kept it classy but had it more sticking and towering so it appears more noticeable. Many grime artist now use striking but sophisticated fonts to build a new more advanced image of grime.

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Example of the use of slow motion.

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Example of another grime music video establishing location.

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Example of establishing the Barbican location in are music video.

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An example of what a real grime artist wore in their music video.

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A shot of what are artist wore.

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We went against a typical convention of having are artist in colourful and eye striking clothing as we wanted to divert the attention off what the artist is wearing and focus on the music itself. Another reason why we decided are artist should wear everyday clothing is to make the artist more relatable and realistic - as in real life not many people actually go out in bright and colourful clothing.  The artist wearing clothes that relate to the audience gives her a similar identify to the audience so they feel as though they can relate as appose to idolise.

A convention we reinforced in are music video is establishing the location multiple times. In most grime videos, as its a niche market locations typically used are ones audiences a familiar with and this was also the case in are music video. Establishing the location attracts more audience as they are familiar with the surroundings and therefore can relate to the video. Familiar locations are almost always in grime music video's as this also reinforces a 'community' type ethos.

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Multiple grime videos show the use of color

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Black and white shot

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Found inspiration from Lady Leshurs music video as she also uses multiple shots of herself.

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Many close up shots of artist.

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Repetitive shots of the estates so the audience can establish the location.

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We took inspiration from Paigey Cakey 'Boogie'. (She is also a grime artist.)

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In the beginning of the music video we use this feautre to establish the setting and location.

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In the editing process we took inspiration from other grime videos and found a common use of speeding/slowing down footage. We used this feature to give the music video some texture and different elements. The use of this is it gives the illusion that the audience is on a journey with the artist and it also appeals to Photoshop fans.
Most grime music videos have this feature. This is one way in which the music video supports conventions of a music video.
Another element of editing that supports conventions of grime is Vernallis theory of repetitive shots. We had many repetitive shots of the 'star' and the location so the audience can embed the pictures in their mind.
We had many close up shots of the artist as she was the main feature of the music video as we opted going against a narrative music video having a performance type music video. We also established the location multiple times as the it was an important aspect of drawing audience in as certain locations the audience would be familiar to and therefore feel as though they can relate to the music video.

One element of editing in which we challenged conventions of grime is the use of color in are video.With the use of color grading, we made are video black and white and also increased the saturation to give texture to the piece.It goes against conventions as usually grime videos involve a lot of color so the music video can stand out. The reason in which we chose black and white is to symbolize subtle and classy image of Melody Rose. Although it could be seen as 'plain' we argue it actually stands out compared to other music videos as this is the only music video in black and white so it is seen as different.

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Example of what the artist wore.

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Highlights the use of women and their 'sex appeal' to attract more audience.

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Example of Andrew Goodwins theory in a grime music video.

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My music video set out to become an influential grime music video but also slightly challenge the conventions of grime. Are artists being a woman was a controversy as grime is a male dominated field as appose to using Mulvey's theory of women subject to voyeurism and sex objects we decided to have are artist in plain casual clothing to show women you can feel liberated and confident wearing what you please.
This goes against certain conventions of grime as women are usually seen as sex objects and 'groupies'.
Going against this convention opened a different market for are music video as its something new and refreshing to the grime scene.