Q1: IN WHAT WAYS DOES YOUR MEDIA PRODUCT

USE, DEVELOP OR CHALLENGE FORMS AND CONVENTIONS OF REAL

MEDIA PRODUCTS?Lara Lawal

THE PURPOSEThe advanced portfolio offered me a choice of genre, unlike last year which was solely focused on thriller. I chose R&B as growing up I am familiar with the conventions, yet not the exaggerated lifestyles presented so found it equally as easy as challenging. A lot of research was put into breaking down what is put into the genre, to widen my options as much as possible and choose how I would convey the genre in my own way.

A music video is a typically 3-5 minute visual piece of artistry created to compliment a song. Music videos have developed over time in terms of their purpose. There is much more emphasis on the importance of them now than in an earlier time period, such as the 70's. Debate has developed over music videos at that time were really music videos, as the conventions became clarified at a later stage. Artists use videos today to emphasize their image as a singer/songwriter/producer/etc. Music videos are an addition to the package of promotion, and offer perks between artists and their audiences.

Researching media and theory enabled me to plan my own products and techniques to implement theory into presentation. The video was planned first, then the ancillary products. The ancillary products are vital because the task was to create a campaign which needs as much exposure as possible from multiple platforms, some of which only work with posters such as billboards, and some only on iTunes, such as the digipak.

Research gave me an insight into my genre and how others’ portray it through the use of conventions.

Planning helped me figure out how I will create those conventions, through cinematography, mise en scene, storyboarding and a shot list.

RESEARCH -> PLANNING -> PRODUCTION -> EVALUATION

DOES MY PRODUCT DEVELOP OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

• Themes

The overarching theme of many Hip-Hop videos is hegemonic ideologies of wealth and attractive stardom. Our entire video is saturated in these two concepts, distinctly seen in the artist dominating camera shots, his car, his posse in the workroom, etc. These connotations were easy to create because stardom is a concept understood by the masses, being that the construction of it is for their entertainment.

• Character Representation

The representation of my character follows typical conventions – Egotistical - the whole song is about how he once was, what he did and how he is now.Deterministic - this is shown in his continuous varying activities through the videos, and the lyrics which amplify his perseverance. Influential - audiences will be inspired to have goals and aspirations, by showing his hard work in the industry.Passionate - Hip-Hop usually involves themes of life experience, rags to riches...these are sung well in a passionate perspective.Arrogant - the artist is the centre of attention through the music video, and dismisses those who aren't in his group

• LocationGenerally, we have chosen locations to represent the lifestyle of the artist - such as the recording studio which shows that he's working on his music. I consider this a challenge against conventions as Hip-Hop videos usually feature just the performance of music, rather than creation of it. This has been done to represent the artist as hard-working which is a moral already imbued into the lyrics.

• Theory GoodwinWe will be using star image as the narrative revolves around the artists’ life in the music industry.

An intertextual reference is made to his life with the promotion of the digi-pack within the video.

Genre characteristics are not being precisely followed, though the setting of a recording studio may apply.

DyerMost of the video will be performance-based. Some concept shots at the beginning during the meeting scene

Mulvey’s ‘Male Gave’Our genre is known to sexualise women, however out video challenges this trait as there is no focus on women, nor sexual themes.

AdornoThe artist is alluding to the ruling-class through encouraging morals of success and wealth.

ARTIST INFLUENCE

• KANYE WEST

Kanye West is a popular Hip-hop artist which I have researched about, in his music videos he is presented as a relaxed artist, this is shown from his body language. Our artist has replicated the body language of Kanye with facial expressions that make him appear very serious about his music. I think this follows conventions as Hip-Hop artists are often presented as “hardcore”.

CINEMATOGRAPHY: IDENTIFYING CONVENTIONS• After researching into exiting music videos, I saw that

most of Jay Z’s music videos consist of close ups and straight cuts. This allows the audience to understand more about the narrative better as there will be different shot angles used up to create a montage which also interests the audience. In my music video I used a lot of close ups as it allows the audience too see the artists facial expression clearly. Close up shots allowed my audience to feel connected to the artist as they feel like the artist is making eye connect with them. Using Jay Z’s music video as a real media product helped to understand how my artist could achieve a Hip-hop audiences expectations. While filming our music video, we also used planning shots which is a conventional shot that Hip-hop artists use in their music video. Using this shot allowed the camera to be flexible and follow the artists in any direction. This was very effective as Jay Z also used this type of shot in his music video as it allowed him to be more flexible s he could walk and sing to the sing without using nay other hosts to create the video.

CAMERA ANGLES AND POSITIONINGCamera angles and positing - I referred to use low angle shots as this shot is conventional in Hip-hop music videos, in a low angle shot the artist is shown singing down at the camera. This develops a connection with the audience as it looks like the artist is talking down at them, this shot also represents the artist as a strong person because in Hip-hop artist are usually males which this is a serotypes but male Hip-hop artists are presented as successful people.

MISE EN SCENE – LIGHTING & COLOUR

During our production I used high and low key lighting because low key lighting created a intense atmosphere in the music video and low key lighting is conventional in Hip-hop music videos as in Eminem’s music video's, he also uses low key lighting, which allows him to be presented as a masculine character. Using this idea allowed my artist to develop conventional characteristics.

MISE EN SCENE - SETTING

My music video was shot in four different locations, this allowed me to present the artist as a conventional Hip-hop artist because stars such as G-eazy shoot his music video's in different locations which gives him the freedom to act the way he wants. This also gives the audience an insight of what the artists may be like. For example; we filmed some shots in a filming studio which allowed us to use and challenge G-eazy’s idea as well as he also filmed his music video in a filming studio. Locations such as; house, streets, car parks, filming / music studios are common locations that Hip-hop artists shoot their music videos because these are the locations that they usually hang around at.

MISE EN SCENE – FACIAL EXPRESSION AND BODY LANGUAGE

Hip-Hop artists typically use a lot of hand-movements to emphasize the importance of their lyrics. They also often hold serious facial expressions due to Hip-Hop often focusing on negative themes through lyrics. For our artist we chose to give him serious facial expressions to boost his star image, instead. It shows that he is serious about his music. However we stuck with the original intentions of hand movements to add emphasis. These ideas were inspired by Eminem.

MISE EN SCENE – COSTUME, HAIR & MAKEUPI researched about conventional clothing that Hip-hop artists wear and from my researching's I found that most Hip-hop artists wear casual and comfortable clothing as they are always moving around on set. Kanye West is known to be very casual in his music videos, e usually wears; a plain t-skirt, trainers, hoodie/ jacket and expensive jewellery. These clothing items resembles a conventional Hip-hop artist. Using Kanye Wests clothing styles helped my artist to be recognised as a Hip-hop artist.

EDITINGWe used different editing techniques because although we wanted our music video to be conventional, while researching I found that most Hip-hop artists do not use a range of different editing techniques. This is why I choose to use more edits in my music video as I wanted it to be different for my audience. Goodwin’s theory was also used when we were editing as we used intertextual references which was shown at the end of the music video, e.g. the artist on a magazine cover. Another, intertextual reference that my artist showed was, when he was in a meeting and in the music video he is promoting his own album. This is a reference to his own life.

Some specific edits included cloning and overlays.

Theory – Richard DyerDyer’stheory was used in my music video as he believed that star image should be used in music videos. That why, in my music video I made sure that I show my artist as the main focus so that my audiences is concentrated ion him. At the end of my music video, the artist appears on a magazine cover. I have used Dyers theory to make sure that I present my artist as a successful person. As Richard Dyer believes that the artist should be presented as a successful individual as the audience looks up at the artist.

Andrew GoodwinI have also considered Andrew Goodwin’s theory while filming my music video as he believed that the artist should show conventional characteristics. E.g. Hip-hop artists always uses intertextual references in their music videos. I believe that my music video has uses and challenged Goodwin's theory and does include genre characteristic as this is shown by the way my artist is acting. Hip-hop genre characteristics includes the artist to show that he Is relaxed and he is concentrated for his albums to be successful. my music video also does include the relationship between lyrics and visuals, as my artist is singing out successful then he shows his own album cover. My music video does challenge Goodwin’s theory as he believed that a music video should be, performance, narrative or concept based. Therefore, my music video is narrative and performance based as the character is showing events from his life, he is also illustrating dance moves which is conventional to the Hip-hop genre. My music video does use star motifs because the camera lingers around the artist which then allows the audience to be concentrated on him only, this means that the artist is the main and only focus in the music video.

USING REAL MEDIA PRODUCTS - DIGIPAK

I researched into real media digipaks, Hip-hop artists have used to promote their music. I really like Kanye Wests album (image on right) because its conventional to his music, as the way he dressed in the picture shows that he is a successful artist. I found Kanye West’s album very interesting because it was conventional to the hip- hop genre as the way he is dressed shows that he is the leader as he is very successful. I decided to use the colour old because it shows fame and indicates the richness of the artist.

USING REAL MEDIA PRODUCTS – ADVERT I used Jay Z’s magazine advert to develop my knowledge and skills, in order to create a conventional advert. I think that I have created a advert that follows conventions as it is very unique. For his magazine advert, he used objects to illustrate his album which is very interesting as it us different. For my magazine advert, I decided to use a cartoon background that shows a city, from this the audience should understand the fame of the artist and how popular he is. Both adverts include important information such a release dates, key singles and also how music formats that the audience could use to download the song.