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Before production I did some research on conventions where I looked at artists closer to my genre of UK Rap/Grime. I came to similar conclusions as I have looking at these adverts, creating the impression that most are the same in the industry.

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This first Digipak from Souja Boy highlights quite a few elements of Digipaks that we would expect to see. For the first Album, as this is, the artist is on the front of the Digipak AND looking at a camera. Although the one below, for example, is more obscure, this is more conventional for an established artist. Souja Boys' Digipak also reinforces the idea that the artist image is repeated across the Digipak. We also may see text like acknowledgements on the inside. The smaller details, such as the barcode, production information and spine is also conventional.

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Bruce Springstein, although not our genre (rap), has a Digipak which includes features that are both conventional and ones which I desired to include. For example, the use of a yellow background both inside and outside allows an audience to realise that they are both part of the same product. This is something I knew was necessary, but also the text. The font is consistent on the title outside, song list on the back, and inside.

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What appealed to me about this Digipak was the inside. It opened my eyes to the conventions of Albums on the inside - this was useful as generally I do not buy Albums. This inside was simple - and that was the beauty of it. The minimalist idea of the artist on a background, and that being it, helped me in my creation of the Digipak.

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I actually did a previous post, while in Digipak production, on the notion of text being in the corner. This shows my awareness of codes and conventions throughout the product, and helped me come to the conclusion that text in the corner was conventional in my genre, but also the wider industry of Album design.

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How did my product use/develop/challenge these codes and conventions?

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How did my product use/develop/challenge these codes and conventions?

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Good question. My product kept with convention with a number of aspects; it used an image of my artist, at a medium close up angle, on the front cover - like Souja Boy's. Also like that Digipak, the artist looks at the camera (he is engaging with the audience). Similarly, the basic things remain the same - the barcode is in the bottom right, and the product information along the bottom also next to the label. My spine, too, includes the Album and artist name with the serial code and the label. However, I rejected the convention of acknowledgements/text on the inside, which was also present in Tupacs album (also our genre - see below). The reason for this was inspired by another code and convention - this really affected my thought process, as I realised conventions could both be popular yet conflicting. I ultimately went with a simple choice, like the Jackson 5's. This was in part due to the choice of background - the brick wall already had a lot going on, so to add text would possibly take away from a more minimalist style which would be more attractive. The choice of this brick wall helped adhere to conventions present in Bruce Springstein's Album - the theme of the wall is present throughout all panels of the Digipak and helps to create the sense that the inside and the outside are part of the same product (which of course they are). This is true also with the font - it would be unconventional to have the style of text different on the front and back of the outside panels. However, it is conventional, as is clear with Brucies' song list, to have them different sizes and colours, which I changed too. These helped me create a Digipak that looked nice and kept to the codes and conventions of both the industry and genre.

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The first choice when it came to fitting in with conventions for our Ancillary was which product to do. The reason I chose a Magazine Advert over a website was simple: our genre (grime) generally did not invest much time into it's website - as you can see from these two screenshots, representative of most grime websites I saw, featured very little in terms of content. As a result, doing a website would be too basic. Therefore, it was a practical decision, but also an early example of adhering to codes and conventions, as I wanted to avoid committing to creating a website, which in my own genre, very few artists put considerable effort into it.

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I chose to display these two magazine adverts as I believed they showed the basic conventions one would expect to see in a magazine advert. They use mid-shots to medium-close ups, generally avoiding long shots or close ups (as you can see below, there are exceptions to the rule). I copied this, using a mid shot in my magazine advert, similar to the one Olly Murs used. Also present in both of these is the text - the artist name is always bigger than the album name. One could probably guess the reason behind this, as over the course of a career an artist sells more than a single album. Lana Del Ray is more conventional in the sense that the text is the same font, but Olly still keeps a similar style across the page. Both include key features you would expect: the 'Out Now' details, information about where it can be bought, websites, and the songs included. It was necessary for me to include all of this.

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One convention present in Plan B's advert which I decided not to take on was the idea of star ratings or magazine reviews. I did this because it was clear from other adverts that it was not necessary, but also because I felt it would make it too much, visually. The wall's texture and the text already made it busy enough without adding these reviews onto it. As I realised when researching codes and conventions earlier, especially in the genre of grime, minimalistic magazine adverts were the most. Thus, although I rejected one convention in the notion of reviews, I used and developed the more conceptual convention of a minimalistic style of advert.

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Magazine Adverts were easier in developing codes and conventions in my opinion, due to the fact that they are so much clearer than Digipak code and conventions. I would suggest that I developed the codes of adverts by using a wall background as opposed to a studio one, but this was also influenced by my pursuit of synergy. Similarly, I developed the idea of a banner which we can see in Tinie Tempahs advert, which I believed made my advert look a lot better. The use of details such as Adonis' fake instagram developed conventions further by taking the more basic idea of having a website link and providing the audience with different media platforms. As a result, I believe I have created a product which adheres to and develops the codes and conventions of ancillary products.