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11. Why its important to be conventional?

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11. Why its important to be conventional?

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One reason why it's so important to be conventional with music videos is because the audience are used to a set format and feel comfortable with it. A typical audience will enjoy a product more if they know the format. For this reason I chose to follow a lot of the conventions of music videos, websites and digipacks as I wanted my audience to feel comfortable with it, however I felt that my target audience would also appreciate a product that goes against some of the conventions as well.

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When it came to the digipack, I decided not to challenge any of the Conventions listed on the mind map as I felt that they were all vital and necessary. As the digipack is the one product that the audience have to pay for to enjoy and use, I thought by including all the conventions they would be more attracted to the product. When I asked my target audience, they said they liked the 4 page booklet with the little extra's in it as it gave it more value.

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When it came to the ancillary texts, I decided to challenge a few of the conventions. For example I decided to not sell any merchandise on the website as I felt it wasn't necessary and that other features were more important. This is the reason that I didn't include a short biography of the artist, as I wanted to concentrate my time on more important features that would affect the audience more. like the music video, images and news.

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I used a lot of the Conventions for Websites in my ancillary product:

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I also decided I didn't want any performance in my music video, which is another convention of my genre of music. I decided I didn't want any performance because I wanted the audience to connect with the artist emotionally, which I felt could only be achieved using a conceptual, narrative music video. By not following the conventions of the genre of music, I think the audience will connect more with the artist.

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I chose to challenge several of the conventions of music videos, for lots of different reasons. One convention I decided not to follow was to do with the conventions of my genre. My genre of music often contains a strong narrative, with a strong link between visuals and links. Although there are narrative elements to my music video, I decided a concept video would give me more freedom and make the audience think more.

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I decided that to allow me to use all the conventions, I would include a four page booklet that would sit inside the album case, which would include more pictures as well as lyric pages and 'thanks' to the record label and fans. I felt it was important for me to use all the conventions of Digipacks as the audience need to be able to identify the product as an Album. I followed the same format as 'Kevin Bloody Wilsons' best hits album, as I felt it would be more appealing to the audience to receive more than just the album cover and case.

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When it came to making the digipack and Website, I followed a majority of the conventions. For example, I used Images of the artist throughout, as well as the Album name and artist name on the front. I also had a website address, barcode, price, song list and record label logo's on the back.

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This genre of music has very little conventions for music videos, and I decided to do a concept music video, as it gave me more freedom. One convention of my genre, which I decided to follow, was having the artist singing combined with a loose narrative. I decided to stick to these conventions as I wanted the audience to feel comfortable with style of video.

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Throughout the music video, I edited to the beat and pace of the music, which was one of the Goodwin 7. For example at the beginning of the music video, where the beat is noticeably strong, I did a lot of cuts to the beat, whereas when the music was slower, I used more fades and cross dissolves:

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There are moment throughout my music video where the visuals match the lyrics, for example when the lyrics say 'keep sinking' at the beginning, the artist lies down. This is also done in the chorus, when the lyrics say 'underneath this skin', the dancer removes a layer of the artists costume. As this is mainly a concept video, a lot of the visuals match the lyrics, but in a symbolisitc way.

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I used lots of close ups of the artist, as this is a usual demand of the record label. I felt this was important because it's important for the audience to know who the song is by.

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I looked at lots of music videos to establish what 'real media products' do as well as the conventions for different genres of music. I looked at not only music videos from the genre of music I wanted to make a music video for, but other genres as well. For example I looked at artists like Rihanna (R&B/Pop), Train (American Rock/Folk) and Pink (Pop), before looking at artists in my genre, like Gabrielle Aplin, Passenger, and Daughter (the artist I used in my Music video).

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I also looked at and analysed real media products, like Christina Perri's albums and websites:

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A2 media studies- Music Videos. Ancillary texts

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2. Conventions of Digipacks and Websites

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2. Conventions of Digipacks and Websites

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During the planning and research page, I decided to do a mind map of the conventions of Digipacks and Websites, so my ancillary texts were as close to real media products as possible.

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1. Forms and conventions of Music Video.

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1. Forms and conventions of Music Video.

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Before starting the the planning for the music video, I researched into the conventions of music videos. I found out that lipsyncing was a key feature of music videos. I also came across Andrew Goodwins theory on features of music videos: