Evaluation Question 1

In what ways does your media product use, develop or challenge forms or conventions of real media products.

My music video used forms or conventions of real media products as we used green screen scenes used by a tri-caster which are commonly used as conventions of many Hip- Hop music videos both in the UK and states. This makes the video look expensive and technological, the colourful background attracts the audience keeping them entertained. It could also be argued that this could distract the audience away from the main artist/

My music video also used a variety of locations used when filming my media product demonstrates how conventional it is in comparison to real media products.

I used locations such as council estates on the block stairs to show how the artist is living and the type of environment he lives in. I think shares similar conventions as most hip-hop videos are shot in the hood.

Opening credits

This is the opening screen to my video. It is similar to most hip-hop videos as the have an opening stating what the video is called and who its from . This is the opening of the rick ross ft slim thug video. This is useful as it allows the target audience to know who the videos from at the very start.

This is part of the opening sequence the top image is a screenshot from my video whereas the the below image is a screenshot of another music video of the same genre of hip-hop. This shot was very important as it gives the young target audience an idea of where the artist is from and how he is living.

This is an establishing shot I also made it in black and white to make it look a bit dull as colour would just glamourise it .

This is another conventional type of editing which is seen in music videos of the hip-hop genre. Editing like this is often used as it is fast paced and very entertaining an attractive to the younger target audience. This a variety of different shots or sizes of frames put in one shot followed by a video transition. In both videos it was used for the chorus as it is arguably the most important part of a song.

Split screen

This is the marvel group music video. It is very similar to the video I have created in terms of the fast passed editing and the use of split screens. It is also similar as there is the use of the black and white effect. I think that the use of split screen is effective as it shows creativity and skill in editing.

Brick wall

I chose this mise on scene as it was suitable for the genre of music we were shooting for. The use of brick walls are very common in hip-hop videos often symbolising the hard/rough life they live. The shots with the wall are often shown in medium shots and close-ups.

location

The below video is from and artist named Govner. I chose to use this screenshot as it has the a similar background location to my music video, with the mise en scene of trees and grass. This is effective because it shows a transformation from the old and dark atmosphere of the hood into a more vibrant/and natural environment. This is shown through the use of bright colours. This is usually shown in hip-hop videos symbolising success.

stairs

This is the hood type of setting as there is always a flight of stairs in the poorer areas. I have recently come across a lot of shots like this in a hand full of music videos. This symbolises the coming up of the artist minus the luxury of lifts and escalators.

It could be also said that it shows the tiredness of living in the hood as they are sitting down on the stairs.

This is a scene in the booth witch is very conventional in music videos. This important as it show the place were they music career began. Shots inside the booth also show that the artist are work hard and are progressing.

This medium shot of the artist next to a car also shows that he is wealthy as her is stood next to an expensive car also showing dominance which is shown in almost every music video.

The use of clothing was successful in developing the conventions as our artist was wearing a variety of different garments which were also associated with the hip hop culture as there were baggy.

These clothing consisted of:

loose t-shirts,

hooded clothing

and also a change in clothes showing that the artist has a lot of money.

Baggy clothing

The shots were also successful as there was a lot of close-up and the establishing shots in the beginning were in sync with the beat which are often seen in music videos of this particular genre. I also had to make my editing fast paced as this was suitable for the tempo of the track. In the video editing I kind of challenged conventions as I included a variety of still photos to the introduction of the video. I think this was successful as it was unique and allowed me to show my creativity a bit more than jus editing video clips. This type of editing was homage to La Jetée.

In a way my music video could be known to challenge conventions as the artist doesn't’t have jewelry in most of the shots.

Also the artist hasn’t got any tattoos which are seen on nearly every hip-hop artist body. Symbolizing there struggle and what they have achieved in their time.

Another way in which we challenged conventions is that we used selection of still images for the introduction of the video and also in the middle of the video. The use of this was paying homage to a French video that goes by the name of le jettee. This allowed us to express our creativity.

Our video also didn't’t have a strong narrative as it was mostly performance based. The story was in the song so we tried to show it using some still images.