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

2. Initial Research
Before creating our music video, it is important that I looked at some existing videos that were in the same genre as our
chosen song. Our chosen genre is Alternative Rock (Pop Rock). By looking at existing videos, I was able to gain lots of ideas
and was able to find out the common codes and conventions of the genre. I decided that in order for our video to be
successful we had to follow some of the genres conventions so that it fits peoples expectations. If we subverted all of the
conventions, then people may not like it and our video won’t be successful at appealing to a mass audience. Therefore, it
was important that we used some conventions but subverted others. This helps to make our video slightly different from
existing ones and makes it more entertaining and interesting for people to watch as it is something that they might not have
seen in a music video before. At the beginning of my blog, I deconstructed a number of different music videos, where I
explored the representation, media language, narrative, audience and genre. Here is a wordle that I have created which
shows some bands within the same genre as our chosen song:

3. Genre Conventions
Above is a mind map of what I believe are the typical forms and conventions of our genre. In order to show how my video
has used, developed and challenged these forms and conventions, I am going to compare our final product to existing music
videos. In the following slides I will be comparing our music video ‘Like We Used To’ with some of Lawson's music videos. I
decided to choose Lawson as right from the start of this project they have been a big inspiration to me. I fell that their
videos are very strong and engaging; also because they have a similar storyline to our video and are based on relationships,
it makes it a suitable comparison to do.

4. Used Conventions
Lawson – Taking Over Me
A common convention of Alternative Rock Music Videos is the use of
natural locations. In our video we have used this convention and have shot
lots of scenes in different natural locations, for example the beach, town,
woods and field etc. As you can see Lawson have also used this
convention and have shots at the beach and fields. I feel that in our video
we have lots of different natural location, showing how we have clear
developed upon this convention.
Another convention is the inclusion of instruments. In our video we have
got Jonny playing an acoustic guitar. This clearly helps to show that it is a
music video and is helpful in portraying the genre of music. I feel without
this the video may just look like a story, so the guitar was a good prop for
us to use. Lawson's’ instruments feature in all their music videos.
As you can see, Lawson are singing in all their videos. This helps to really
capture their emotion and show that they have a passion for music I felt
that it was important that we included some miming in our video. Again,
this is a common convention that people expect to see in videos so I think it
is beneficial to have some parts of Jonny miming.
As Lawson's videos and my video is about love, I can clearly compare the
sort of things the couple do in their videos and whether our couple is as
successful of portraying a nice, happy relationship . In Lawson's video, the
couple are on the beach looking into each others eyes. Similarly, in our
video, the couple are sat on the beach cuddled up in a blanket.
In Lawson's video, you can clearly see that the couple are very happy
together. A successful way in which they help to show this is through the
use of eye contact between the characters. This is a feature that we have
incorporated into our music video a couple of times. It helps to show the
couples love for one another and their happiness they have.
At the end of Lawson's video, a transition has been used which makes the
end shot gradually fade to black. This is a feature we have used at the end
of our video too. I think it works well to end the video and is a common
feature that is used.

5. Used Conventions
Lawson – When She Was Mine
Within Lawson's video, they have many close up shots of the
instruments. This is a feature we have used, we have many different
shots of Jonny playing the guitar and have used loads close-up. By
doing this, it is a way to show that the artist has a real talent and passion
for music.
In Lawson's video, they have shots of the character that are taken from
behind. I feel by doing this it helps to show that the relationship is natural
and not just put on. It is a way to show what the couple are like, without
all the focus just being on their faces. In our video, we have included a
shot of the couple sat on the beach with each other. I feel it works really
well and is a successful shot type to use.
Lawson's lead singer is the protagonist in the video. There are flashback
shots of him when he was with his girlfriend and then shots of him
without her. This is similar to ours although the ex-girlfriend is now in a
new relationship. It is a common convention for a member of the band to
be the protagonist for the storyline of the video. Therefore, we have
based our story about Jonny, walking around all lonely; contrasting him
with his ex-girlfriend new life.
Within Lawson's video, there is a close-up on the guys feet as he walks
around all lonely. This is a convention that we have used, I believe the
feet close-ups work really well. They help to make it a lot more varied
and interesting. In these cases, they help to also connote his loneliness
as you can see no-one else's feet in the shot.
As you can see the couple in Lawson's video are very close to each
other. It was important we showed the closeness between the couple in
our video. To do this, we have used the convention of close-ups to help
show their emotion and closeness.
This shot is taken from behind one member playing guitar with the other
member in the background. This shows how they have used lots of
different camera angles to show them performing. It is a convention that
most videos do, in order to make the performing a lot more interesting
and varied. This is something we have done in our video too, as we
have included many different shot angles of Jonny playing guitar.

6. Used Conventions
Lawson – When She Was Mine
Here you can see the couple engaging with each others interests,
reading a book together. This is a way to help show their similarities and
show how they enjoy each others company. One way in which we have
used the convention is when they are playing around on the beach,
running away from the waves together.
In order to show the couple intimacy and love for each other, Lawson
have used close-ups of their hands touching each other. This is a
convention that we have included in our video, it really helps to show
the connection of the couple and emphasises their love and admiration
for each other.
In Lawson's video, the guy is looking through old Polaroid pictures of
when they were together. This is where my ideas partially came from.
Therefore, similarly in our music video we have a similar shot of Jonny
looking at a Polaroid of him and Jess when they were together. By doing
this, it shows how much he is missing her and also shows how good
their old relationship was.
Within most music videos, there is some sort of drama, where the
storyline changes. In Lawson's video, this is when we see the girl get out
of the car and leave, showing their break up. The main bit of drama that
occurs in our video is when Jonny is trying to get back with Jess and
Jess shuts the door in his face. By using some drama within the music
video, it helps to engage the audience more and makes the storyline
more interesting.
In Lawson's video, they have promoted themselves by having close-
ups of their logo which is written on the drums. We have used this
convention on promoting the artist by having his name written at the
beginning of the song. Viewers therefore automatically know who he is
and it helps to promote our artist ‘Jono’.

7. Challenged Conventions
Something that we haven’t used in our music video, is shots of the couple out with their friends like what
Lawson have in their video. We have just focussed directly on the couple times together and not
necessarily the time they have with their friends. I feel that this isn’t a problem and due to this we have
been able to portray many good times that the couple have had.
In this shot from their video, you can see the band out drinking. We have not included alcohol in any of our
shots. I feel that if we did it would promote the wrong things, and could encourage our target audience to
go out and drink which is not really what we want our video to give off. We wanted people to feel sorry for
Jonny and feel that we have successfully achieved this.
In our video we have not used microphones, a conventional prop that many music
videos use. However, due to the fact Jonny is miming, this was not necessary. If it
was a real band then it would be something we would have to consider, but due to
the fact he was miming it wasn’t a prop that must be present.
In Lawson's video, they have the characters on top of each other in bed connoting a very sexual
atmosphere. These shot are successful in showing their intimate, loving relationship. However,
we decided to not include shots of our characters actually kissing and contact similar to this as
they are not a couple and therefore it will make the situation awkward. Instead we used shots to
subtly connote connotations of sex, without it being to intimate. To achieve this, we have shots of
their feet at the end of the bed and shots of them just lying next to each other in bed.

8. Developed Conventions
As mentioned in the previous slides, two of the common conventions are natural locations and also showing the good times of the couple featured within the
video to help portray a fun, loving relationship. I feel that our video uses and develops these conventions really well due to the fact we have lots of different
locations. Also, sometimes music videos are quite serious with the way that they portray couples and you only see a few of fun times they have together.
However in our music video, we have included lots of fun times of the couple. Both of these conventions that I feel we have developed due to the larger number
of use of them in our video, are helping to attract the audience as it is something they expect to see. But, other than that, it helps to make our video stand out,
and makes it comes across as very fun, varied and entertaining.
Here are all the different locations present in our video:
Field in Sidmouth Bed Woodbury Common Byes Exmouth Beach Sidmouth Seafront Sidmouth Town Ottery Streets Laura's House
Here are all the different ‘fun times’ the couple have in the video:
Dancing in the Woods Splashing each other in the sea Throwing leaves in the air Running away from waves
Spinning each other around Putting ice cream in face Dancing in the house

9. Conventions of ancillary products
Above I have create a wordle of words related to my ancillary products. Again, it was important that I deconstructed some
existing products to look at the codes and conventions they have. From my research, I was able to find features that I could
include in my products such as clear album name, artist name, website address, record label etc. I also found that many
alternative rock covers have a sort of natural feel to them, a convention that I wanted to use. As well as this, most were very
simple looking, well laid out, clear, bold and easy to read. To achieve this, I have made all my products have a sepia/effect
to them, I think it works well with the genre and helps to make the album come across as more natural as browns are seen
as a natural, environment type colour. In the following slide I am going to be comparing my products with Ed Sheerans. I
decided to compare them with Ed as I feel his products are very successful and eye catching. Also, I think that my products
are fairly similar to his so I can clearly see the convention that I have used, developed or challenged.

10. Album Cover Comparison
Used Conventions:
. Orange/brown effect - both covers have a
photo filter effect to them. The filter I used was
more brown whereas Ed’s is more orangey.
By doing this, it helps to make the image more
interesting and eye catching. I feel it also
helps to make the cover have a more natural
feel to it.
. Sharpness - the images used are both quite
sharp, and they are of good quality. I think this
is important as if the image was a rubbish
quality then people would not be attracted to
pick up the album.
. Eye contact - both artists are looking directly
at the camera, this really helps to draws
viewers in and is a good way to persuade
people to pick up the album.
. Facial expression - the artists both have a
similar facial expression. They are sort of half
Challenged Conventions:
. Ed is not written on the album - On his
smiling, it helps to draw viewers attention well. Developed Conventions:
I think it is important that the artists are pulling . glowing edges - a convention that I feel I
album it has not got his name written
an attractive face in order to appeal to the have developed is the clear artist name
anywhere, this subverts the ordinary
target audience well. displayed on the cover. I think I have
conventions of album cover. In my cover I did
. Clear album name - I think that an important developed this as I have made ‘Jono’ name
decide to use the convention of having the
convention to use is having a clear title for the extremely clear. I have put an outer glow effect
artists name as this is a good way to promote
album. Both mine and Ed’s cover have used on the text so that it stands out a lot and is
the artists and to show people clearly who he
this convention. You can clearly see what both clearly visible even from a distance.
is.
albums are called, with ‘+’ being in the bottom . linking products - I feel that another
. Guitar - in my cover and throughout my
right of his cover and ‘Like We Used To’ being convention that I have developed is the linking
digipak, the artist Jono is playing the guitar. It
in the top right of my cover. of products. It is important that all promotions
is not very common to see instruments within
. Simplicity - I believe that it is important that (album, mag ad and tour poster) link together
an album cover. However, I felt that by
album covers are simple and clear, a and I think I have used and possibly even
including the guitar it would help my cover to
convention that both these covers have used. developed this convention well. To link my
connote the genre better, link to the video
They have a very simple layout to products I have used the same, clothing,
more and to also link to the other products that
them, making them very clear and easy to guitar, brick wall, image colour adjustments,
I have created. It clearly shows that he is the
read even from a distance. and fonts.
artists and shows that he has a passion for his
guitar and music.

11. Album Promotion Comparison Used Conventions:
. Sepia/brown effect - again both products have a sepia effect to them.
This links them to the album cover and also work well with the
conventions of the genre. It really helps to make the poster look more
natural, due to the use of browns/orange. If it was all brightly coloured
then it would have a totally different feel to it and would not fit with the
genres conventions.
. Artist name/album name - both magazine promotion clearly have the
name of the artist and name of the album displayed clearly. This is
important because if viewers didn’t know what the album is called then
they would be unable to purchase it. I feel that it is clear and easy to
read both on my product and Ed Sheerans.
. Album cover image - both of the main images that have been used in
the poster are similar to the album cover image. This is important as it
helps to link the products together and viewers can clearly tell the
connection between them. Also, in both posters there is an image of the
album cover. I feel that this is helpful in promotion the album as it shows
users what it looks like, encouraging them to go search for it in store.
. Simplicity - I found that a convention of alternative rock products is
that they are very clear and simple, something that my product uses. I
think that too much information would make it stand out less and
Challenged Conventions: therefore I have included just the basic information regarding the album. Developed Conventions:
. Guitar - in my poster ‘Jono’ is I feel that the layout of both mine and Ed’s poster and very simple and . linking products - a convention
holding his guitar. It is not very clear, which works with the genre conventions well. of promotional products is to make
common to see the artist with their . Magazine rating - a common feature on magazine poster is to have them link together well and make it
instrument. However, I feel it helps star relating to a magazine rating. This is a convention that both have clear that they a connected. I think
to make it link more to the video, used. I think it helps to show the popularity of the album and helps to I have achieved this well and
and also help to connote his encourage viewers to purchase it and see whether it meets their possibly even developed the
passion for his music. expectations too. linking of my products. I have used
. Quote - in Ed’s poster there is a . Fonts - I noticed that in the magazine promotions I deconstructed, only the same, clothing, guitar, brick
quote about the album. I decided a little amount of font variation is used. This is a convention that I have wall, image colour adjustments,
not to include this feature as I used in my products. I have used two different fonts and two different and fonts. Making my products all
wanted to make my poster simple, font colours. Similarly, Ed has used two different font styles and two very similar to each other,
clear and easy to read. I feel that if different font colours. I think by doing this it helps to make the product something that some artists’
there is a quote, it would be hard more simple, and professional looking. products only slightly do.
for viewers to read from distance
and it might not be read anyway.

12. Tour Poster Comparison Used Conventions:
. Clear artist name – a convention of the tour
poster is to have the artists name clearly
displayed. This allows viewers to easily see
who they are and tells people who may not
have heard of them what they are called. I
have ‘Jono’ written quite large in the bottom
right and in Ed’s, he has ‘Ed Sheeran’ written
quite large across the top of the page.
. Tour dates – it is important that the tour
dates are clear and easy to read. Viewers
must be able to see what month and day they
are. Both mine and Ed’s tour poster have used
this convention. I feel that my dates are really
easy to read, the black font is clear and stand
out well.
. Ticket info – a convention of tour posters is
Challenged Conventions: to include a website address telling viewers
. Different image – in Ed’s tour poster, he has used where they can purchase the ticket from. This
the same image of which is used for his album is something that Ed and I have both used. I
cover. However, I have gone against this and have have included my website address in a brown
used different images for each of my products. I feel box, helping to make it stand out and making it
this help to make it more varied and interesting for extremely clear for viewers.
fans. . Album ad – on most tour posters, it is
. Page orientation– the majority of tour posters are Developed Conventions:
common to promote the album is some way. . linking products - a convention of
portrait, enabling them to be the correct way in the Ed has included writing saying ‘debut album
magazine. However, Ed’s tour poster goes against promotional products is to make them
out now’ whereas I have included an image of link together well and make it clear
the normal conventions and is orientated landscape. my album cover in the bottom corner.
. ’Sold out’ – in many tour poster, they cross off that they a connected. I think I have
. Orange/sepia tone – again both products achieved this well and possibly even
some dates and write ‘sold out’ like in Ed’s poster. have a coloured filter effect to the image. This
However, I decided to go against this convention developed the linking of my products.
helps to make it more interesting and eye I have used the same, clothing, guitar,
and felt it wasn’t required in my product. catching. Also, it helps to connote it as being
- Support Acts – some tour poster include some brick wall, image colour adjustments,
natural, suiting it with the genres conventions. and fonts. Making my products all
information which details who the support acts for . Use of font – only a little amount of different
the tour is. However, I have went against this and very similar to each other, something
font styles have been used in both products. that some artists’ products only
decided to just focus on ‘Jono’. Something that it quite common for the genre. slightly do.
This helps to make it more simple and make it
look more professional.