Q1

1. Q1: In what ways does your media product
use, develop or challenge forms and
conventions of real media products?
Kiran Dhillon & Amarah Qayyum

2.  Digipak analysis and what we want to include in ours
 Conventions of a music video
 How do we intend to use existing conventions
 How do we plan on challenging existing forms
In our presentation we will be speaking
about…

3. Digipak research..
In order to know what the conventions of a Digipak are we decided
to research into them and presented our findings on our blog as
‘Digipak Analysis’
• We found that the conventions of a Digipak is as follows:
• Images
• Artists name
• Details of tracks
• Track listing
• Song produces
• Song writers
• Lyrics

4. Digipak Conventions..
• Digipak Conventions that we have used..
• In the next slide convention's of what we have
used are displayed. Majority of our influence
came from Rihanna, Ashanti and Jay Sean.
• We were influenced because of its simplicity and
we thought taking certain elements from all of
them would fit in well with our Digipak. We used
conventions that have used to create successful
Digipak that will sell if sold in the real world.

5. Digipak Mock up..
• This was our mock up of our
Digipak, this is what we used
to create our first draft.
However over the process
we may find our original idea
has changed.
• The conventions we followed
for the romantic genre is
using high key lighting as
well as colours such as red
and back to create mystery
and suspense but also
passion(red).
• Existing Digipak layouts we
tried to followed is Rihanna’s
album. This is because she
has used colours such as red
and is laying on roses.
• We also used a planning
sheet for our Photo-shoot for
the Digipak.

6. Costumes used in our Digipak..
 In our digipak both the female and male will be casual but
smart and elegant dress.
 The girl will be wear a grey sparkling dress to emphasis her
glamourous side to her also heels to match her dress will be
worn to emphasis the glamour in the music video. The male
will wear black jeans, A designer Polo and casual smart
trainers to relate to our target audience age group of
fashion.
 We tried to choose our background suitable to the costumes
used as this creates a link between the two, making it easier
to be remembered and associated with the music video.
Therefore we kept the same house style of colours and
clothes through all three products.
 Existing productions that have done this successfully is Zack
Knight – Looking for Love In this video both artists are seen in
casual wear so others are able relate.
 https://www.youtube.com/watch?v=PX4t9T0t2Bg

7. Final Version of our Digipak…
 This is our final version of our Music Advert and Digipak. In this we have to tried to keep the house style the
same throughout as well as out music video. Our music advert and Digipak develops on the existing codes
and conventions as we use typical codes and conventions such as the dress, flowers, the video based on a
proposal. We have not challenged real lie products as we wanted to play it safe. Following existing Music
adverts and Digipak’s such as Rihanna on the previous slide. As well as typical technical conventions.
Track
listing
Barcode
Album
name
Artist
name
Image
of artist
Logo
Small print

8. Digipak Music Advert
Research..
In order to know what the conventions of a
Digipak Music Advert were we decided to
research into them and present our findings on
our blog under the post names ‘Music Advert
Analysis’
We found that the conventions of a Digipak
Music Advert is as follows:
• Artists name
• Image of the Digipak Front cover
• Album name
• Legal information (small print)
• Information about the release date

9. Digipak Music Advert
conventions..
 Digipak music advert conventions we
used..
 In the next slide I shall show you the
conventions that we used within our
Digipak Advert. As we were influenced
by simplicity to create our music advert
we decided to carry on the theme
however added a element of brightness
just like Rihanna does with the hint on
red.
 We were influenced by Rihanna’s cover
as she uses connotations of roses and
the colour red this highlights youth. We
hoped to represent this similarly in our
music advert.
 We also planned out how we would
shoot our music advert and what ideas
we had, presented on the right.

10. Final version of our Digipak Music Advert..
Release
date
Artist name
Album
cover
Image
associated
with the
Digipak
Album
name
Logo
Website
Other forms
of purchasing
the album

11. Mickey Singh - Ho Gaya Pyaar (music video)
 Setting and Location:
 1) Our first location for our music video will be filmed around the
London eye where a panoramic view of London city will also be
shown, this gets the audience intrigued and are likely to expect
more romantic gestures to occur, therefore hooks the audience in
right from the start.
 2) The second location will be filmed inside a glamourous
bedroom where a ‘fiancé’ is getting ready for her engagement,
where she is sat looking at pictures of her fiancé. This will all be
filmed in a close up as all of the attention has to be on her as it is
her special day
 3) Our third location will be a living area where the male is
preparing for the big moment, he will be shown setting up,
making the house look warm and comfortable and pouring wine
into glasses.

12. Genre and how the opening suggests
this…
The genre is Romance
 It is clearly identified from the early stages of the opening of the
music video as it shows the female getting ready to meet her
boyfriend. We kept the female in casual but yet beautiful clothing as
she is unaware of the proposal. However the male on the other
hand is grooming himself and sorting out his collar, this suggests
there is going to be a special occasion which will taking place
further on in the story line. Also the male is presented looking at the
wedding ring in a box, showing he is nervous but still excited, this
instantly reflects perfectly to the theme of romance
 How are the characters introduced?
The characters will both be introduced through the opening scene as
they are both getting ready in their own rooms for their special day.
They will be introduce within the first 10 seconds. There will be only
two main characters in the music video.

13. Images used in our music video..
 These are screenshots of the location where
our music video starts. We insinuated the
colour purple as it signifies love including a
the canvas of a couple in Paris (the city of
love)

14. Story and how the opening sets this up?
The story for our music video is based upon a love story.
The opening scene starts with panoramic view of London, allowing the audience to get ready for the number of romantic
gestures about to occur. The following scenes will be off them both getting ready for their big day, it will lead to them
standing in front of each other looking very happy with one another. The main artist will be shown preparing for the big
moment. By the end of the song he will place the ring on the females finger, presented by a zoom to her hand. The
happiness on the females face will also be showcased by a close up and a medium shot of the couple after he proposes to
the female. We decided that the artist should wink when the female agrees to marry him, to showcasing his cheeky/fun
side. Throughout the music video we decided to use a number of camera angles and special effects in order to present the
best possible music video we could.
Special effects used:
 Fade in
 Zoom in and out
 Blurred scene
 Slow motion – increases enigma
Camera angles used:
 Medium close up
 Long shot
 Close up
 Wide angle shot
 Low angle shot

15. Screenshots from our music video to support the previous slide..

16. Audience expectations Asian R&B music
video’s…
 Expectations for a slow Asian R&B music video usually includes a grey scale or a
sepia tone. This is because it makes the colours soft which adds to the tone of the
song because dark colours suggest emotion and memories. This leads to
conventions such as the genre which is conveyed, giving audiences clues that the
video is likely to be a love story.
 They are likely to follow a narrative which means having a co star alongside the
artist is a common convention of slow Asian R&B music videos. Both male and
female are usually well dressed and presentable. The videos usually focus on the
two individuals rather than a location.
 In our music video we will be using these conventions in order to show the genre
of the music video so they are aware it is a love story

17. Inspiration..
 A lot of our inspiration came from RnB singers who mix two genre’s
together, this reaches more than one audience which is the aim.
 Such artists that convey this sort of genre’s include Zack Knight and
Arjun artist. We also looked at RnB artists in other parts of the world
such as UK and USA and one artist that produce and write their
songs on the basis of love. For example Trey Songz.
 We took inspiration of ideas used in their videos and altered them to
suit our narrative. We did this buy taking the using London as a
opening location to get individuals hooked and then buy using a
series shots of the artist preparing for the proposal.

18. Zack knight – Nackre
 We used this video especially as it uses a number of locations such as the
mansion, bedroom and the bar area. it gave us some ideas of how we could
present out music video and possibly alter some ideas so we could also add our
own original touch. We analysed the type of clothes both the male and female
wore and found it was mostly casual so we felt in our music video we should keep
it simple but still trendy.
 By doing this we will be developing on existing conventions of romantic genre
rather than challenging them. This is because we did not want to introduce
something new to the market as it may not work so we played it safe.
 Link: - https://www.youtube.com/watch?v=vZAAHUT3RDU

19. Arjun – Khabi Jo Badal
 We took inspiration of the costumes used in this music video as the female wears a
beautiful blue dress and therefore we hand picked a gorgeous silver dress for the
female in our music video to wear. At the beginning the artist kneels down to
propose, we decided we would love to introduce that element and make the video
based around the proposal.
 We have used the same idea also in our Digipak and Music Advert so the audience
will be able to associate the all three.
 Link:- https://www.youtube.com/watch?v=ar-3chBG4NU

20. Trey Songz – Slow motion
 Trey Songz uses quiet and romantic places, for this reason we decided we should
use the living area in our Music Video due to the fact it is cosy and the female
would be the most comfortable at. Which is what exactly Trey Songz tries to
accomplish with the chosen locations so the female feels the most comfortable but
at the same time romantic.
 However in our Digipak and Music Advert we have kept a similar background to
the female artist’s dress rather than a location.
 Link: - https://www.youtube.com/watch?v=dXTBbM21plg

21.  The scene where the proposal takes place the
outfits of both the female and male will be casual
but smart and elegant, the girl will be wear a
grey sparkling dress to emphasis her
glamourous side to her also heels to match her
dress will be worn to emphasis the glamour in
the music video.
 The male will wear Black jeans, A designer Polo
and casual smart trainers to relate to our target
audience age group of fashion.
Costume and props..

22.  A beautiful wedding ring will be used in a black box to help
create the scene, it will also bring an element of romance
to the music video as engagements and marriages are
based around love.
 A bunch of roses will also be used in the music video to
carry forward the element of romance’s and passion
towards one another, it will make the target audience to
feel a positive way towards the male actor as he making
himself seen in a positive light.
 We will also use expensive wine and wine glasses to
highlight fine dining and luxury life style. It also will
emphasis the element of romance throughout the music
video.
More costume and props

23. Props we intended to use..
 We intended to use the following props for our music video,
however we were unable to do so due to a change of
locations. The first outfit would have been a white long
beautiful engagement dress where the female actress is
wearing while she is getting ready in her room and is waiting
for her fiancé to be. We chose the colour white as it emphasis
purity and passion towards on another.
 The second outfit we decided for the male in the first scene
were traditional black and white suit as it goes well with the
females outfit also black and white suits are very attractive
and sexy, we wanted our audience to feel attracted to the
male actor.

24. Title font and style
Mickey Singh - Ho Gaya Pyar o Playing around with different fonts and different colours it
allowed us to decide what types of font we would be using
in the music video as well as our Digipak and Music Advert.
o This is one style of font we both really like, we feel it will go
well with the theme of romance and elegance as it is very
posh and formal writing. It is ‘Edwardian Script’ size 60, we
feel the colour white fits in well with the house style we
want to go through the music video.
o This is another one we became very fond of, it is in size
60, in French script MT, we decided in having this in a
grey tone with hints of white in as we felt if it was plain
white it could clash in the music video meaning it would
be very difficult to see as the background could was it
out.

25. Analysis of Digipak and Digipak Music
Advert..
 The conventions we have used will appeal to the audience and
engage them in terms of music videos our target audience look for
a stereotypical music music video as this the case for the genre our
music video falls into. So we followed the conventions of the genre
so that would to the audience.
 In terms of our Digipak and Digipak music advert we followed
almost all the conventions which will appeal just normally to
audiences as it would catch the eye of the audience due to the
simplicity alongside the elements of red, adding brightness.

26. How do you intended on developing existing
forms and conventions of real products?
 Technical techniques that we will convey in our music videos include a number of close ups, medium shots with
few long shots. A over the shoulder shot will also be used as this will display conversation between two people or
to show that the guy is looking at the girl conveying the love for each other. Showcasing the surroundings and
facial expressions of the main actors. E.G. when the proposal takes place.
 The genre of music we have chosen is romantic therefore the pace of the video will be slow and the style of
editing will involve various of short takes to create the feel of a montage, emphasising their memories together.
The music video will be a narrative based video, it follows a story line. It will be a linear narrative as the story will
start at the beginning, goes on through the middle and ends at the end.
 The audience can become familiar of with this particular genre as they are use to recognising different
conventions of a genre such as symbolic techniques such as mis en scene that we will include in our music video
will be a establishing shot of a glamourous bedroom, forwarded to a fine dining restaurant which then it will skip
to London (big ben) where the montage will be added. The lighting will include high key and low key lighting to
create a romantic atmosphere. The girl in our video will be dressed in a long white dress, her make up will be
simple yet beautiful and her hair will curled. All of these conventions, provides structure and makes sure that the
lyrics fit in with the video. They can also establish the genre by the Digipak and the Digipak music advert as they
all follow the same conventions and codes.

27. Screenshots from our music video to support the previous slide..

28. How do you intended on challenging existing
forms and conventions of real products?
 We didn't’t really challenged any existing conventions but we did play a hinge
emphasis on the similar house style throughout the video, Digipak and Digipak
music advert. However in many Digipak covers close ups were used we
conversely decided to use medium shots and an image of th main artist but also
featuring the female co actress which has not been conducted before.