We looked at Mumford and sons Instagram platform to decode their technical conventions used to create there personal identity. We discovered AIDA is represented across the site this creates entertainment for the target audience, the use of gratifications is effect and pulls loads of attention to the account. Mumford and sons have designed and thought about every aspect presented as it all works well together and creates an easily identified theme. They advertise a lot of their music, albums and up coming events via their page which is very effective way to promote themselves as a lot of people use social media.