Conventions

My products

Front cover conventions

My album cover features many conventional aspects rather than challenging the conventions you would expect to see on an indie album cover. As you can see I have chosen to use a conventional long shot of the artists as researched previously in my research tasks. I chose to use this particular shot as I believe it portrays the artists as strong and individual as they are the only people in the surrounding area but also by using a long shot as the front cover it allows the target audience to relate the artists to the music therefore would be easily recognisable in a shop. I have also used a location featured in my music video as again it will be easily recognisable for the target audience.

I have also chosen to use an ordered layout for my front cover as again, it is most conventional for an indie album but also because it connotes the artists as simplistic and natural which leads on to the natural location chosen for this shot. I believe the fields and greenery connote a sense of nature and free will which is stereotypically portrayed through the indie music genre.

I have also used very conventional mise-en-scene throughout my whole production as I believe that the mise-en-scene is the most recognisable convention for indie artists. Therefore I chose to use collared shirts and jumpers for the female and vintage jackets and suits for the male. However in terms of lighting, I chose to challenge conventions slightly by using a mixture of high and low key lighting for this image as I feel that by using high key for the upper half and low key along the bottom half it created a contrast between the image therefore connoting the contrasting characters that feature in the songs.

As for the fonts and layouts I again stuck to the conventional themes by using the principle of thirds layout in order to keep the album non cluttered and simplistic. For the typography I chose to use sans serif fonts as I believe they stand out the most in order to be noticeable and easily read, but I also used a vintage font in order to relate back to the indie genre again.

Back cover conventions

As you can see by my back cover I have used many conventional forms for an album cover such as track listings, bar-code, record company labels and websites. I believe this made my back cover more professional and appealing to the eye as you straight away know what it is. I believe by having the record label and website addresses it enables a better promotion for the artists and also entices the audience more as they will be curious as to what is on the website and who produced this album.

I chose a conventional listing of tracks centred in the middle of the page as it is easily readable for students and teenagers that would be my target audience but also again, it keeps the page layout ordered.

As for the mise-en-scene I have used another natural location in order to correspond to the front cover but also keep the simplistic and natural outlook with this band. Again my artists are shown wearing vintage jackets and skirts which connotes the retro theme stereotyped with indie artists. I chose to use low-key lighting and editing for this particular image as I feel it creates a relaxed atmosphere over the album portraying it to be a chilled out, slow paced album that is easily listened to. The location is also featured in my promotional music video so therefore is easily recognisable to fans and the target audience as well as promoting the music video.

The only challenged conventions featured in my back cover would be that I have used an image of my artists rather than a random/album title related image. This is because I feel that the well known indie artists use random images as they are already known and recognised throughout their audience however new indie artists tend to use images of themselves in order to get their faces known throughout the genre.

Advert Conventions

I have used a long shot image again of my artists as I believe that it is not only conventional but it keeps a house theme to all of my products in order to correspond each product to the next. I chose to use bright colours when editing this photograph as it contrasts the natural surroundings with the brightness of the skirt and outfits worn by the artists therefore allowing them to stand out from the surroundings like they hope their music and album will. I decided to add a black section at the bottom in order to allow the release date and record company information to stand out clearly from the image. I then chose conventional sans serif fonts again to stand out but also as all adverts I have researched for this genre used sans serif fonts effectively. I decided to include websites and album information in order to allow the advert to be connected efficiently to the album itself. I again used black and white colours to create a contrast along with the contrasting colours in the image.

Music Video Conventions

Throughout my production I have used audience research as a way to make my video as conventional as possible for this genre of music.

Camerawork: My camerawork is conventional as I have used things such as pans of locations (e.g. opening shot of seaside pan in slow motion.) This is effective as it sets the scenes and locations for the video allowing a clear narrative to be pursued. I have also used several wide shots again to set the scene such as in the arcade and and establishing shot in the field. This is conventional for an indie music video as it focus' highly on locations of filming. I have also included many close ups of the artists singing the lyrics as many indie videos do this and lip syncing is a convention of the music video form. I have also included a range of high and low angle shots as they develop the narrative by signifying dominance and weakness. For example I have used a high angle shot in the bedroom scene to look down upon the male artist as he is vulnerable and doesn't know how to fix the situation, contrasted by a low angle shot of the female in bed connoting her as dominant, strong minded and as over-ruling in this argument.

Editing: My main use of editing throughout my video is cross cutting between scenes such as the beach, the bedroom and the field. This is conventional as it is used to make the video more appealing and again develop the narrative. I also did a lot of research into lengths of each clip in order to make the video more conventional so I made sure each clip was no longer than 3 seconds each as my research into similar products showed me that typically indie music video clips are 2 seconds each roughly. I also used fades between some scenes in order to overlap the scenes in order to again, develop my narrative.

Mise-en-scene: I have tried to keep my mise-en-scene as conventional as possible by using only natural locations such as the beach, fields and rivers but obviously contrasted slightly with the bedroom scene. By using natural locations I have managed to use high-key lighting when the narrative is happier, but by filming during windy days and evenings I have also managed to use low-key lighting for the arguments and sadder scenes which has worked effectively in my music video to contrast moods and atmospheres. I have also used indie clothing as mentioned in the ancillary tasks such as collared shirts, vintage jackets and scruffy jeans/skirts. This connotes a retro theme for the artists conveying them as stereotypical indie artists. I also chose to use the actors and actresses because of their long scruffy hair and the way they could portray a moody sense of atmosphere during the argument side of the narrative.

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