The document discusses the conventions used and challenged in the creation of a music video, magazine advertisement, and album digipack for a psychedelic indie band. Key conventions included vibrant colors, trippy visual effects, varying pace, and lyrics matching the visuals. The creator challenged conventions by including a narrative and performance elements. Overall, the creator felt conforming to conventions made the products appealing while still allowing room for personal style.

1. EVALUATION Q1
In what ways does your media product use, develop or
challenge the forms and conventions of real media
products?

2. Back to the beginning…
Looking back through my research before making my product I initially
began with looking at Andrew Goodwin’s theory. I used this to help me
plan and construct my product. I learnt what conventions would be
appropriate for my genre by analysing different music videos to see what
would and what would not work, in my music video. Further more this
research helped me see what conventions were appropriate and used in
real media texts whilst helping me see how different genres targeted
different target audiences.
(Taken from my blog)

3. A few conventions of the
indie/ psychedelic genre…
“psychedelic rock attempted to replicate the
effects of and enhance the mind-altering
experiences of hallucinogenic drugs”
- Surreal lyrics
- Colourful and bold
- A feeling of hallucination (spinning/moving
images)

4. How did I use conventions of
the genre?
• Vibrant use of colour through using the ink dye
• “trippy” feel through creating a kaleidoscope
effect and layering it over the footage
• Vary of pace throughout creating confusion and
excitement for the audience
• Lyrics matching the video

5. How did I challenge
conventions of the genre?
• I included actors to create a narrative for the
video in comparison to using pure moving,
hallucinating images
• I included a performance element, even though
this is popular in indie music videos it is less
popular in the psychedelic genre however I
wanted to combine the two.

6. Conventions I developed….
• I developed the performance element in my
music video as I felt it made my video stylistic
and gave an artistic segment to my video.

7. Conventions explained…
• Use of colour - this helped to show the conventions of a psychedelic indie
music video, I did this by using ink in water which I then changed the
pace off and enhanced the colour with a filter. I also added a
kaleidoscope effect, layered over my footage to give it that hallucination
feel which my peers agreed with when watching the video.
• Lyrics matching the visuals – I chose to do this as I decided to use actors
and interpreted the lyrics that they were going backwards in their
relationship, therefore I reversed the whole of my footage apart from a
few parts to give it the feel of going backwards, getting nowhere. I also
thought the reverse made the footage interesting and again “trippy” for
the audience. Furthermore I felt it was a unique way to go about my
video which is another common convention as psychedelic indie videos
tend to be very unique and individual.
• Variation of pace throughout – I decided to vary the pace of my footage
as it’s a common convention of the genre. I felt that it would link to the
moving images in Tame Impala’s video of how their images spin and
move quickly which is why I sped up my footage at the end of my video.

8. Conventions challenged…
• I included actors to create a narrative for the video in comparison to
using pure moving, hallucinating images – I decided to do this so it was
more engaging for my peers and target audience as I feel that some
psychedelic videos can seem to drag as they're very cyclical and follow
the same pattern, I wanted mine to be a video with a unusual story
behind it which is why I chose to focus it on a un-stereotypical
relationship scenario and show the problems they’re facing my reversing
parts of the footage to show their relationship is going no where.
• I included a performance element- this could be seen as a convention in
the genre of psychedelic and indie, however the band I focused on “Tame
Impala” don’t tend to use actors in their videos as their videos are full of
graphically designed moving images to give it that hallucinating effect. I
decided however to add a performance element and make the head
mirrored and tilt to give it the same effect as the moving images but real
life. I also thought it would fit well in my video and make it flow into the
different sections such as the narrative, the performance element, the ink
dye, the kaleidoscope effects and the fast pace reversed footage. This
could also show the stages of their relationships as the video varied so
much.

9. Conventions developed…
• I decided to develop the performance element I
used throughout the video as I felt it was
conventional of the genre as well as challenging
conventions of the genre. I used a extreme close
up of the male character to focus on his lips so
the visuals in the video linked with the lyrics of
the video as he was lip syncing. I also felt that it
would develop my product by making it unique
and individual as it’s a niche genre. I felt that it
would be appealing to my target audience
whilst putting my own spin on the moving visual
effects.

10. In Tame Impalas video
(feels like we only go backwards)
• Lots of psychedelic colours,
very bold and prominent in
the video
• “trippy” confusing elements
as the video zooms in
enticing the viewer
• Slow motion and fast
motion, change of pace is
common to create an impact
on the viewers emotions.
• No performance element
• No bland surrounding which
is common for indie videos
• Created through animation
and moving images, very
original and unique in
contrast to any other artist,
however this reflects their
music style.
• Bright moving images in
contrast to dull setting
Conventions used Conventions challenged

11. What did I conform to the
most in my video?
• I feel that I conformed to the hallucination
element, which then expanded to elements of
confusion. I feel I achieved this as it was the
convention that was most picked up on when I
received feedback. Using the ink dye created by
myself and kaleidoscope effects on final cut
helped me to achieve this stylistic look on my
video.

12. ANCILLIARY
PRODUCTS

13. Magazine advert and digipack
I researched digipacks and magazine adverts to see
what conventions were common in the genre I was
focusing on.

14. LOOKING BACK ON CONVENTIONS OF
DIGIPACKS AND MAGAZINE ADVERTS
• Relevance to the genre/artist – it
needs to link to the artist, for
example, heavy metal would be a
dark theme with perhaps fire themes
where as pop maybe more graphical
and colourful
• Colour scheme link with the artist?
• Reviews/producers – show that your
product is in demand with names
such as NME or newspaper logos
• Information regarding the album –
album title, album track list etc
• Poster – to engage with fans some
artist include a poster in their
digipacks as a keep safe for their
fans.
Rule of thirds – the layout of the advert
is very important, its important to think
where the audience will look first at
your product. Position the important
information in the centre primary optical
area.
• Reviews- its important to show that
your artist is in demand and popular
• Social media – show the audience
where to find more information or
follow their favourite artist
• QR code – link to their new single to
engage with their followers
Digipack Advert

15. Conventions I used…
• Relevance to the genre/artist
• Colour scheme
• Reviews/producers
• Information regarding the
album – album title, album track
list etc.
• Rule of thirds
• Social media
• QR code
• Poster
• Stickers
USED CHALLENGED
(Its clear to see I stuck the conventions here rather than challenging them)

16. Why did I use these
conventions…
• Relevance to the genre/artist – my product is relevant to
the psychedelic indie genre as it includes lots of bright
colourful images over laid with the kaleidoscope effect to
give it that bold look.
• Colour scheme – I used a very bright colour scheme in my
digipack which I toned down in my advert and saturated
the colours to make the advert appear different to the
digipack however they still linked together as I used the
male actor and surroundings in both of these products. I
wanted the advert to provide the audience with
information and not be distracted by the vibrant colours
and make it more soft on the eye, where as I wanting the
digipack to be bold and colourful so it would stand out on
the shelf in a store enticing the public to purchase/look at
it.

17. Conventions I
challenged…
• Poster – I decided not to include a poster in my
album unlike other artist such as Kanye west
which is a complete contrasting artist to a band
such as Tame impala which Is one of the reasons
why I didn’t include this in my digipack.
Furthermore tame impala are very much about
their music and don’t include themselves in their
videos which is another reason why I felt using a
poster would have been inappropriate for my
product.

18. Conventions I
developed…
• I developed using the main
images of my products such as
the logo I recreated which tame
impala use on their official
products, I decided to use this in
both my digipack front cover
and magazine front cover as I
felt it created visual links as
well as linking to the artist.
Furthermore I feel it’s a bold
yet simple image in contrast to
all the bright colours used in my
digipack and video.

19. OVERALL…
• Overall I feel I stuck to conventions throughout all my
products, therefore I feel you can see a clear visual link
between the three of them. I feel if I hadn't of stuck to the
conventions my products wouldn’t of seemed to work as
they did as I feel after doing so much research, conforming
to the conventions is what I was aiming for after
analysing products and seeing what conventions they had
used. I feel if I had challenged all the conventions it would
have not attracted the target audience of teens/young
adults which I had hoped for. To conclude I feel that
conforming to the conventions made my products appeal
to my target audience and create visual links which my
peers gave me lots of positive feedback on. However I did
enjoy challenging and developing the conventions as it
gave me a chance to include my own style segment into
my products. I also feel I have followed Goodwin's theory
of making the audience included and connected with the
product.