In what ways does your media product use, develop or challenge forms & conventions of real media product?

The Video • The locations we used in our music video go against the typical conventions of the dance genre as we were trying to portray an image that represents the lyrics and message of the song through using real, gritty locations rather than the glamorised image that is often represented. For example, we have used a derelict building opposed to nightclub location that is used in Example’s video, Changed The Way You Kiss Me.

• The performance element of our video also went against the usual conventions of dance music videos. For example, the Calvin Harris video for The Girls show Harris performing himself, whereas in our video, this sound is performed by the actor himself which is an unusual feature for the dance genre.

•The mise en scene of our video is similar to that of conventional dance videos, particularly the clothing. For example, characters in our video and in Calvin Harris’ video both wear branded urban style clothing.

The Poster Our poster is in keeping with the typical dance genre conventions. Typical of the genre, both posters feature the same image that is used on the digipak and a large, bold title. The poster also features the conventional phrase “includes new single” and outlet logos of where the album can be purchased from. They also offer magazine reviews and ratings. These features are obvious on the Calvin Harris poster.

The images featured in both of these posters is the same as the digipaks which is a common trait amongst the dance genre. Although the image we have used for our poster is not too conventional it does live up to the simplistic black and white style that reoccurs amongst the genre. Unlike the Calvin Harris poster, our poster features the actors that appear in the video. Via cross media synergy we are able to draw a connection between our video, poster and digipak.

The font is a major element as is carried on throughout the poster and digipak. The dance genre often favours a bold, capitalised, sans serif font. Because of this we have tried to incorporate this in our own media product.

The Digipak• The fonts used for our digpak and poster

work well with the usual conventions of the dance genre . We have chosen a bold, yellow font and placed in over the black and white image. This is something that is very current in the dance genre at the moment. Examples of this can be seen in Calvin Harris’ and Chase & Status’ products.

• The simplistic layout is also very common within the dance scene, only using a simple black and white image with the album title placed over it is a favoured choice. This style is again favoured by artists such as Chase & Status.

• Much like the Chase & Status album, we have chosen to feature an image that is not the artist them self but links to the song or video. This is one example of where we have used cross media synergy. The black and white photography is an element that we particularly favoured as it represents the gritty, urban image that we are trying to portray.