Evaluation Question 1 By Conor Dreelan

Music Video Convention 1 – Speed Ramping Speed Ramping is the manipulation of speed of a clip. This can be slow

motion, sped up, or a mixture of both In American Hip Hop videos, there is a large use of slow motion to highlight

certain dance moves, expensive props and also interesting shots. We replicated this by speed ramping dance moves such as the “milly rock”

In “Buster Cannon” by AJ Tracey, he performs a milly rock which is speed ramped. In the first clip, his dance is normal speed but in the second clip it goes slow motion. This highlights the dance and makes the video appealing to the young urban audience.

We replicated this shot in our video as we found it very appropriate to the style and genre of song. It also fitted in well with the video as there are already lots of dance shots. This fits the conventions of the genre as it makes the fast paced editing pause for something special.

Music Video Convention 2 - Dancing One convention of Hip Hop music videos is dancing. Often the artist will

perform a few dance moves in the video as oppose to a full dance throughout. The artist is usually with a group of friends who will dance move often than the main artist.

In our video, we used the convention of dancing to make our music video more relatable to the genre and its audience. Also, it made the video more interesting and pleasing to watch.

Magazine Advert Convention 1 – Large Image of Artist In most magazine adverts, there is a large image of the artist that

covers the majority of the advert. This is so the artist is at the top of the visual hierarchy. In American Hip Hop magazine adverts, the artist is usually very dominant to show how he is the most important. The same concept of power and fame applies for this also.

In our Magazine Advert, we have used the same convention of a large image of the artist. This is to help highlight the branding and USP of the artist which is the hat and glasses. The strong social hierarchy attracts the audiences eye towards the artist first.

Digipak Convention 1 - How The Artist Features Across The Whole Digipak The main convention and premise of a digipak is to show off the artist and

their new album/songs. This often requires the artist to feature in all of/most of the panels to allow the audience to fully grasp their image and USP.

In American Hip Hop artists Digipaks, the artist is usually featured all over, this is because there is usually a theme of power and fame. Therefore the more he is on the digipak, the more it relates to the video and the magazine.