Homework : Jason Mittell

Theorist Jason Mittell argues that 'genres are cultural categories' and that the industries use the typical conventions of their bands genre to sell to their audience. We applied this technique to our music promotion campaign as we, the media producers, sold our bands image to their pop rock genre audience, mostly teenagers and young adults. Our designs for our campaign were to use dark colours in each ancillary product and to fit the narrative in our music video along with film genres our audience would associate with. To relate to genders of our audience, our band recycled the 'typical boy band' convention consisting of four members carrying out the roles of lead singer, drummer, bass and guitarist. Appearing in the music video was a femme fatal character, which we thought would fit the plot of our narrative and sell to male and females in our audience. The editing of our music video fit the 'cutting to the beat' technique used in most rock videos consisting of fast paced beats, this would also categorize the genre and familiarize the audience to accept the product.