Chosen Genre & Genre Conventions

The genre we have chosen to use for our music promo video and the band featured in the music promo video, the album digipack and the magazine advertisement is electronic/grime/indie rock, which has become very popular in recent years, particularly with the age group 16-25, our target audience. We have produced research into the typical conventions used within electronic/grime/indie rock music videos, CD album covers and magazine advertisements, which we could use in order to make our music video, CD digipak and magazine advertisement seem more professional and be consistent with the genre.

Below are examples of music promo videos, following our chosen theme of electronic/grime/indie rock:

As we can see, it is evident that a theme seems to be present in both music promo videos and is very conventional for music promo videos of our chosen genre. This theme seems to consist of a 'party type' or  'festival/gig type' scenario, which includes loud music and reckless behaviour and dancing. This is largely due to the target audience, belonging to the age group 16-25, who enjoy attending festivals and parties, therefore this will allow the bands to appeal and relate to there target audience. 

Below are examples of CD digipaks, following our chosen theme of electronic/grime/indie rock:

From the albums that are associated with electronic, grime and indie rock, that are displayed above, it is evident there are a number of conventions which are typically used. A major convention is the large use of bright and colourful text and images. This is often used, as the target audience is usually between the ages of 16-25, therefore are more attracted to the bright colours, which in turn will attract them to the albums whilst in a store. There is also a common theme of party, destruction or reckless behaviour, which is often portrayed through the use of splattered paint, graffiti or party photos. This use of imagery and themes are used to help relate effectively to the target age group, who enjoy attending parties or clubbing regularly.  On the other hand this could also apply to all those who enjoy the electronic, grime and the indie rock genres of music, who often participate in reckless behaviour at music gigs and concerts associated with these genres of music. 

Below are examples of magazine advertisements, following our chosen theme of electronic/grime/indie rock:

Much like the album covers we found, it is evident that the magazine advertisements which are associated with this genre are typically very extravagant. This often consists of conventions such as, the use of very unique fonts, bright lighting and bold and over the top colours. Again this is used to attract the attention of  the target audience, of whom are between the ages of 16-25.