After evaluating different, already existing, media products from the indie rock genre I identified many conventions which are common throughout the genre. For example, music videos from this particular genre almost always use both performance and narrative sections equally throughout the music video. In our music video we followed this convention and used both performance narrative sections throughout, however, we did challenge some conventions in relation to performance and narrative. It is common for indie rock bands to only be present in the performance section and use seperate actors for the narrative. In our media product we broke this convention and our lead guitarist ( Me) was present in both sections. We did this as we believed it was allow our audience to connect more with our band. By using our lead guitarist to act in the narrative section of our music video as well our audience can see more into his personal life and see him as more than just a lead guitarist and let them feel closer to him, especially as we featured topics such as relationships in our narrative which is something that many of our target audience would be able to relate to.

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As well as our choice of music video we also followed conventions relating to setting in that we chose a very natural setting for our narrative (forest) and an unusual setting for our performance (library). The high key lighting and peaceful look of the forest  is very aesthetically pleasing for our audience and allows them to enjoy our music video more and the unusual setting of the library is interesting to our audience as there is no connection between the band and the setting which will catch the attention of the audience however will not completely drag the attention away from the band as they perform because it is a fairly simple setting.  

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When looking at another convention in which we challenged, through my research i did not come across any evidence of the use of animation in the indie rock genre. We used animation in our media text by turning different elements of our performance into cartoon images. We did this because we believed it would make our music video unique within the genre. The use of animation is very interesting and will entice the audience to watch and listen.