First Draft: Conventions of Real Media Products

In what ways does your media product use, develop or challenge forms and conventions of real media products?

During the initial stages of creating my music video, the forms and conventions were identified by looking at existing music videos from my chosen genre, dance. Certain conventions were used in my music video to allow my target audience to identify the genre of my product, thus engage with the video. Some of these conventional features were developed to avoid predictability, therefore, keeping my music video interesting to the audience. However, I also chose to challenge some of the typical conventions to suit my music video in particular. It is these different features which stand out to the audience and more often than not when something subverts the norms it is talked about amongst the audience. Therefore, this increases the views and success of my media product. Below is a video I created which demonstrates the different ways my media product uses, develops and challenges forms and conventions of real media products:

Album Digipak:

Conventional features of an album digipak were identified by looking at various existing album digipaks specifically from the dance genre. Some of these features were key to include in our media product hence why they are typical conventions. For example, it is particularly necessary to include the artist's name and album title on the front panel to inform the audience which artist they're buying from and which album they're buying. The album track list is typical of the back panel to show the audience which songs are included in the album as they may be able to recognise some tracks which may increase the likelihood of purchase. Furthermore, the artist's record label often demands for their logo to be included on the album digipak as a form of credit. Other features such as copyright information is included to prevent the intention of piracy and the barcode is required for the purchase of the item.

Artists from the dance genre rarely portray an image of themselves in their album digipak as  creating a star image is not key in this genre. It appears that many artists from the genre can achieve success without their image being well known as the audience tends to appeal more the music in positive atmospheres, such as in clubs and on holiday. However, our media product challenges this convention with the use of a close-up shot of the artist as the focal point of the album digipak. We have decided to create a star image in all media products to reinforce brand recognition.

Album digipaks from the dance genre often utilise a variety of colours to attract the audience's eye. However, our media product challenges this idea with the use of only one dominant colour which reoccurs in all media products. Having a similarity between the media products enhances the recognition between the artefacts, thus reinforcing the brand image. The choice of a fluorescent purple colour specifically appeals to people around the age of 18 years old as this lighting is often used in clubs and is a common aesthetic seen on social media. Therefore, the specific choice of colour can successfully target a particular audience.

As demonstrated by existing media products, the design of the album digipak is often inspired by the album title. This convention has been developed by demonstrating the inspiration from the album title in all three media products. The use of the colour purple derives from the album title, Purple Feelings. Incorporating synergy between all the media products means they work effectively together as one promotional package.

The side panel of an album digipak is typically minimalistic, consisting merely of the artist's logo, the title of the album and the record label's logo. This convention has been applied to our media product as it is important for the side panel not to appear too 'busy' so that it does not obscure the key information.

Magazine Advertisement:

Conventional features of a magazine advertisement were identified by looking at various existing magazine advertisement specifically those which were promoting an album. These features were employed in our media product as they communicate the key information. For instance, it is necessary to include the artist's name and album title to inform the audience which artist and album is being promoted. In addition, including the album's hit single(s) is effectively entices potential customers who may already be familiar with the song(s) which makes them feel that the album is worth purchasing.

As demonstrated in real media products, the front panel of the album digipak is often replicated in the magazine advertisement to reinforce brand recognition. The same focal image, effects and typeface is used to maintain consistency between the media products. The purpose of the magazine advertisement is to promote the album, therefore, making the audience familiar with the album cover increases the likelihood of potential customers recognising the product in stores/online and purchasing it.