As a group we decided that our music video should conform to stereotypes and conventions of an indie genre of music video, we thought that it would be useful for being able to target our audience. For us to do this we had to look at other similar artists of the same genre, or who have videos with similarities, one of he videos we looked at was by a band called "xxyyxx" and their song/music video "About You" and we took a lot of ideas from this for example use of certain effects like the colour boost came from this video. We did not want to abide to stereotypes fully, as we wanted to challenge forms and conventions in order to relay a recognisable message.
The Magazine Advert: Our magazine advert conforms to the genre of "Daughter" and their music of indie, and also to the real conventions of magazine adverts within the music industry. This is because of the use of the "sepia" tone which we applied to it, to give the advert a very old fashioned theme, which is a theme of indie music, it's retro aspect. Our magazine advert can be said to challenge forms and conventions of the genre of magazine adverts, this is because we looked at about 6, and all were drawn whereas ours is a photograph. Another similarity that is noticeable is the font is very similar in many magazine adverts of this genre, which tends to be fancy and curly, which is why we went for this approach.
We chose to challenge conventions of digi-paks and magazine adverts, this was to make ours really stand out among the rest, however we did consider using a hand drawn image for the digi-pak and CD case, but decided we'd go with the original idea of a photograph.
The Music Video: Our main product in many ways does conform to conventions, one being that the music video contains acting in which the majority of music videos of this genre do also. We also managed to match the emotional feel of the song with the video, which is obviously a stereotype. The visuals of our music video are very well synced with the pace and timing of the actual song, this is similar to many videos of the same genre that we looked at. Finally for conforming, our music video has a clear storyline, which is also a very common theme in indie music. On the other hand our music video does not conform to conventions and codes, for one the visuals do not match the lyrics at all, however this is necessarily a bad thing, as the lyrics were very obscure at times. In our video we decided to not include musicians in it, this was for the sole reason that it was an emotional song and we didn't want that ruined with cheesey dubbing, however many indie music videos show the musicians in the video. Finally, a lot of other music videos that we looked into used drawings and animation, however ours has nothing along those lines.
Digi-Pak: Straight away from researching into other similar artists it became blatantly clear that many similar artists use drawings on the cover of their digi-pak, therefore this is an example of where our's challenges the forms and conventions. After further research we found out that none of the artists we were looking at's digi-pak is in no way contextually referencing their music video, this is another example of where our product challenges conventions of this genre as our digi-pak links to our music video directly, referencing one of the key themes of the girl which is her imagination.
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