CCR 1 Script

The products I have created both use and challenge conventions of the stereotypical norms in
their specific fields. The talk is overrated music video produced follows a narrative and
performance structure, usually these types of videos would feature heavy production teams,
as well as a strong narrative. However, I challenged these conventions by following a loose
narrative with a handheld retro effect making the audience feel like they were experiencing
each different scene with the artist.
The cinematography and editing played a significant role in adhering and subverting the
codes and conventions. Usual pop songs display several shots such as close-ups and mid-
shots with the artist mostly being positioned in the centre of the frame, long shots to set the
setting and location and tracking shots to show the viewer what movement they need to focus
on. This is something I did to adhere to the familiarity of music videos targeted at my
audience. Furthermore, the editing subverts these conventions. The purpose of using a VHS
effect was to bring a more personal approach to the video whilst also making the video seem
original to the target audience as the VHS effect is not a typical effect in modern day music
videos.
In the majority of the choruses featured in the music video my actor, Matthew is seen lip-
syncing the song, using a direct mode of address. This creates a more personal and intimate
connection with the viewer and appeals more to the fans that are watching the video for
personal identification (Blumer and Katz). As well as this the loose linear narrative makes the
journey over the video more entertaining.
My digipack is conventional of the genre, after researching the genre of my song I realised
that there’s a prominent house style which is identified through simple colour palettes and the
design of the pages. I decided not to link my digipack and my music video as it would appear
unrealistic, usually digipacks offer cover designs that summarise the entire album not just one
song, and that's what I did for mine. I created synergy and cross media convergence to
promote my digipak through my music video. This was done by using the same title ‘talk is
overrated’ for both.
My artist’s website uses stereotypical codes and conventions, which I found out through my
research into other singers and bands websites such as Jeremy Zucker and Jon Bellion. The
home page of my website gives key information, with the latest news, events and
merchandise. The aspects of my website made it appear more real and professional. The
website also has different tabs for the home page, information about the artist and the store.
The fans of my artist will appreciate this as it makes the website more efficient and easier to
use.
My products both adhere and subvert to the codes and conventions which in turn will have a
positive impact as its original. I also decided to do this because of the age and socioeconomic
demographic of my target audience, as they are more likely to keep up to date with the artist.
By adhering to the typical conventions there’s a higher likelihood of my products being
successfully distributed.