Evaluation Task 1 -Introduction

A convention is a way in which something is already done. In my music video, I followed the conventions of a stereotypical electronic kind of music video with the artificial strobed and coloured lights flashing constantly. It is not so much adhering to a pop video as we had less of the lip syncing and typical girly look but rather a more mature, funky style. For our website I wanted to portray more of a cool DJ personality to the public eye and the same goes for the digipak artwork, therefore working on designs that are aesthetically pleasing and that link in with the name 'Fragment'. An example of this is that the DJ's known signature is a separated, edgy, disconnected design which can be intertextual when audience members create prosumer activity. Moreover, the performance element in our video was all about Jonty on the decks with girl dancers performing around him which is adhering to a typical DJ, club themed kind of music video. In this task, I am going to compare my music video, digipak and website to other pop artists videos, albums and websites and see whether they adhere to the same conventions or subvert them.