1.

In what ways does your media

product use, develop or
challenge forms and conventions
of real media products?
 Characteristics and conventions of
a music promo
• Outlined by Andrew Godwin’s Theory

- Variety of camera angles and shots

- Multiple close-ups of the main artist or vocalist to illustrate a clear
star image
- Intertextual references to other media texts may be present.
- Genre-related style and iconography present.
- Costume
- Setting
- Voyeurism often plays a major part, especially in relation to females.
- Must be either concept, narrative of performance based
- A relationship between Lyric/Visuals with the visuals illustrating,
amplifying or contradicting the music.
- A relationship between Music/Visuals with the visuals illustrating,
amplifying or contradicting the music.
Conventions of a music promo from
our genre
• Arbitrary
• Mostly concept based
• Close links between main product and ancillary
texts
• Usually contain links between music and visuals
• Usually contain loose bonds between lyrics and
visuals
• Solo female artist – sometimes accompanied by
band and/or instruments
 Genre-related style and
iconography
• Costume/Styling:
Colour white
presents innocence

Frizzy hair

Stylish brown belt

Limited, if any jewellery

– presents lack of need
for material wealth

We very much based our costume design on Corrine Bailey Rae as her
music is dominated by conventions from the “soft rock, pop” genre
 Genre-related style and
iconography
• Make Up:
Our make up design is based on Florence. The soft rock pop genre suggests
limited make up should be worn, and make up that is worn is worn to illustrate
certain ideas.

Striking eye shadow –

contrasts foundation

Plain foundation
– presents purity

Striking lip stick – contrasts

foundation and presents an
idea of seduction
 Setting
• The soft rock, pop genre music promos
generally contain strong aspects of nature

Corrine Bailey Rae - Put Your

Our music promo is set in two
Records On
locations, the dominant location
being in a in the great outdoors
 Relationship between Lyric/Visuals
• After watching “Dog Days” by Florence & the Machines
we realised the lyrics didn't have any significant bonds
with the visuals, we also viewed a number of Imogen
Heap's videos and found the same thing. This obviously
contradicted Goodwin's theory.
• We decided to challenge this convention from our genre,
as members of our focus group stated links between
lyrics and visuals help them understand the concept of
the promo.
• However we must also keep to the arbitary nature of our
genre, therefore we loosely linked certain significant
words from the lyrics to the visuals
• One example of this would be at 0.49secs our artist's
eyes flicker at the lyric “flicker”
 music and visuals
• Unlike the relationship between lyrics and visuals
there is often a very strong bond between music and
visuals.
• In Dog Days there are several links between music
and visuals. The links usually appear at the beat. An
example of this is at 0.28secs, the music livens up
as soon as Florence starts dancing.
 music and visuals
(Continued)
• An example of where our promo has a strong link
between music and visuals is at 3.25secs our artist
makes a strong gesture with her head when the
music livens up.
 Arbitrary
• A very significant aspect to the soft rock, pop genre
is arbitrary. Our focus group pointed out they
expected a lot of “randomness” in promos of this
genre.

Above: random musicians in “Dog Days” and our artist spinning for no apart reason
 Camera Shots
• The main artist is always in centre focus of
the camera shot
 Intertextuality
• The hand gestures in our product contain
intertextual references as artists such as
Florence Welsh, Lady Gaga and Imogen
Heap do the same gestures.
 Conventions of a digital
• Pictures of artist
• Title of album name and artist
• Record labels
• Production company logo
• Barcode
• Song titles
• Bonus features
 Front Cover

The front covers are very simple

With just an image of the artist
And scenery in the background.
The only writing is the artists name
And the name of the album.

We have done the same

Keeping everything simple with
The artists name dominating the
page.
 Back Cover

The back covers are also very simple,

with just the song titles and sometimes a
picture. The colour black is extremely
dominant and we have incorporated this
in our back cover.
The bar code and any production logos
are also found on the back cover. Copy
right information and bonus features are
detailed in the small print
Inside Panels Quotes from artist

Artist looking directly

scenery At the viewer Scenery and hidden picture of
artist
 Magazine Advertisement
Conventions
• Release date
• Image of the artist
• Themes run through from digipak
• Artist name
• Album name
• Bonus features
• Web address
 Artist name

Running
theme of
nature

Bonus features Image of artist

and web
address

Album name Release

date