Genre
In terms of the disco genre, the three media products do follow the genres conventions to an extent. However, disco in general is ever-changing to fit with modern music and media preferences, particularly as disco originates in the 1960’s and 70’s a time when many of the social norms of today were not accepted. For example, in compliance with the genres modern day association with LGBT our products focus around gay culture and the aesthetic associates. However this doesn’t represent the original disco genre as the LGBT was not socially acceptable and therefore would not have been promoted in the genre. For example, original disco bands such as Earth, Wind and fire focused very much on heavy editing for their videos and lacked narrative other than focusing on female dancers ( as per Laura Mulrey’s male gaze theory), whereas Mika a disco/pop artist circa 2006 focuses heavily on gay pride across his music, artwork for music and general promotion of himself (social media e.c.t).Thus, my three media products work in combination as a brand to challenge the original conventions of disco, but comply with modern ones .
A common convention of the disco is colour and the use of a combination of neon colours across an artists brand. All three of the media products that I have created focus on the neon colouring against a black backdrop, thus creating a brand. The reoccurring colour scheme across all the media products is a common convention that I have chosen to comply with in order to create a brand therefore star image as per Richard Dire, for audiences to associate all the products with. For example Mika’s Life in Cartoon Motion album, tour merchandise and promotions, and his animated music videos are consist of the similar colour and imagery pallet, of which I have chosen to mirror in my products in order to conform to conventions as well as establish a brand for the artist.
The artist used across the three media products created fully fits the modern convention of a disco artist with Harri or King Pink fulfilling Steve Archer’s (2004) star image theory that an attractive and younger face will appeal to audiences. Therefore by having the artist as the central focus for all three of the media products, not only does this comply with the genre of a one person focus, e.g Madonna, but also mirrors the existing real media product of Mika as he is the sole focus creating a brand around himself in order to appeal the best to audiences.
