The research stage was the initial starting point for exploring the conventions of the disco genre. To begin to understand the genre existing media products were analysed, which has had a forthcoming effect on all of the chosen conventions across the three media products I created as all of the conventions I found were taken from real media products. Therefore all of the conventions that I have found and used will be examples of real media products as it is the existing products that define the genre. For example the research that I conducted into Mika’s life in cartoon motion videos, album artwork and website as a linked brand was a particular focus for research as evidently I took many conventions such as a single male artist, the costume and clothing and the intertextuality within the brand. After analysing Madonna’s complete set of media products as well as Mika’s I was able to establish the conventions that I would need to comply with as a basic disco video, such as dancing, bright colours and a contrast between black and colour. This has also given me a platform to develop the genre further by incorporating these conventions found and my own interpretation of the genre such as location of the fair ground and the representation of LGBT in modern disco in comparison to the origin of disco.