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

For the main task of this coursework my partner and I decided to create a music video within the electronic/dance music genre. Throughout the planning and initial research we analysed and referred to existing music videos by bands and artists within the electronic and dance genre. From doing this we understood the clear codes and conventions of music videos within the genre and made sure we incorporated it within our own video. 

One of the main conventions we discovered through our research was that often bands and artists within this music genre did not feature themselves in their own videos, this included the artists Daft Punk who hide their identity through the use of masks. We therefore incorporated this through using masks to follow this convention and the idea of a hidden and mysterious identity which appeals and keeps the audience and fans intrigued. This convention was also clear in the artists advertisements and digipacks such as those of Nero and Deadmau5, the artists within the electronic and dance music genre care ore for the popularity of their work than themselves. We therefore continued with this theme with the design of our digipack and advertisement using the same masked character on both, and incorporating the theme of hidden identity by calling the album 'Anonymous'. 

We also wanted to push the boundaries and challenge typical forms and conventions of electronic/ dance front cover digipack designs. To do this we looked at existing cds; typical artists such as Nero, Basshunter followed typical forms and conventions by using bright neon colours and bold text. We then looked at electronic bands and artists with a more alternative approach to their digipack designs such as Flume, Teed and Deadmau5. We mostly took inspiration from Flume's debut album digipack front cover and developed its form into our own design, this is where we gained the idea of using a kaleidoscope design technique which clearly challenges the typical conventions and ideologies of a traditional electronic or dance digipack front cover.