In what ways does your media product use, develop or challenge

forms and conventions of real media products?

• Our magazine advert has synergy with the digipack and music video. Our advert fits with the conventions of other adverts as it features an image of the band, the album title and artist name. The recurring theme of British hip hop is seen amongst our media products. The medium close up of the band is a convention of digipacksas the fans want to see images of them.

• Our music video fits the convention of using different locations throughout the video. We shoot outside in urban locations aswell as inside a house. This is a convention of music videos as a change of location keeps the audience interested. The settingsrelate to British hip hop culture and relate to the lyrics of the song.

• The majority of shots are a few seconds long, with different camera work such as medium close ups and long shots which is typical of music videos.

• In our music video we used the convention of having a relationship between the music and the visuals, as the editing of the music video matched the pace of the music. This allowed us to emphasise the meaning of the lyrics in a visual way.

• Andrew Goodwin’s theory applies to our music video as the music genre has its own style and iconography, as our chosen genre was British hip hop we filmed the artists in natural, urban settings hanging out to emphasise the genre. This convention allowed the audience to relate to the images and recognise the genre. Many British hip hop music videos are performance based with the artists performing to the camera. The artists wore typical urban clothing to match the genre of music and we used this convention to attract the audience and allow it to have real life realism.

• We challenged the conventions of many music videos as we didn't have a story. However this is conventional of British hip hop music videos as they tend to be shots of the artists in their urban setting.

Digipack

• Our digipack follows forms and conventions of existing digipacks.

• From my research into existing British hip hop digipacks I found that the general colour scheme was dark colours, predominantly black, red and white. By using these colours it engages the audience and emphasises the hip hop genre.

• The same fonts are used throughout the media products. We used this convention within our digipack as it creates synergy and allows the products to be easily recognisable.

• The artists website is featured on the back next to a copyright logo, which is found on many existing digipacks.

• On the inside cover we featured the lyrics of the chosen song we used in the music video. This creates synergy between the media products and existing digipacks do the same for the enjoyment of the fans.