When creating the 3 media products the main aim was to promote the artist amidst the competition in the industry. In order to achieve this I needed to be familiar with conventions so that I could ensure I create a video that could be identified like one. However I also noticed that even if music videos follow pretty much the same format, they do differ in concept, editing style in a bid to be unique and recognisable.

One of the initial stages of my research was not only to analyse the technical aspects of my video but to also identify genre conventions and stereotypes. I realised that in order for my video to stand out, I needed to follow the conventions of the genre but also aim to be unique so that I can have a strong unique selling point to entice the audience.

When looking at the conventions, I recognised that one of the conventions was the use of close-up shot of the artist. One of the reasons for this is for the audience to match visuals to lyrics relates to the artist, understand her/his emotions and engage in the narrative.