Evaluation Question 1:In What ways does your media product use, develop or challenge forms and conventions of real media products.

BY Rex Okere

The Purpose of the music video? The task we were set was to carry out a music video that fulfils the conventions

of our genre. Also, we had to apply different theories within our music video.

The genre of the music video is hip hop/soul. Therefore we had to represent characteristics of the 2 genres within our video.

The music video was most importantly used to see if we challenged or developed conventions within this media product.

Does my product challenge or develop forms and conventions of real media products?

Artist Image: The Image that our artist had was that he was wearing street design clothes of Nike and puma. Most of our male artist's costume was urban apart from his hat. This supports the convention of hip hop of the rappers wearing street designers.

Location: One of the locations we used in our music video was a public street. This was conventional to the hip hop genre because it's the usual location rappers would use in their music videos as it is connotes the origin of my genre.

Themes: The themes we portrayed in our product was themes of love, romance and imagination.

Artist Representation: How it follows conventions?

The artist representation in our music video is very conventional. The male artist was quite unpredictable in our music video with the moves he was portraying.

Cinematography: Throughout the music video close up shots were used to portray the feelings our male artist was having in the music video along with his lifestyle and character. We decided to make our represent our artist similar to Vic Mensa.

This specific close up shot is used to show the facial expression

of our artist representing him

being in love.

Artist Representation MES: High key lighting is used on our male artist with a faded background of his

loving encounter with our female artist in the music video, this enhances his feeling of being in love. Iconography of the game controller is used in the music video to connote the chemistry between the male and female artist. This is the typical aspect of the hip hop genre.

Editing: The editing within our music video matches the pace of the song throughout. Specifically slow editing is used to emphasis and build the tension of the male artist's romantic encounter with the female. This reiterates the representation of the male artist. In hip hop music videos , slow editing is usually used when themes of romance is being portrayed.

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Kendrick Lamar-Poetic Justice

This picture is a screenshot example of a hip hop music

video that uses slow editing to portray the theme of romance.

Cinematography: Theory application

The cinematography had strongly helped to apply theory in our music video. The close up shots helped to represent Goodwin's theory of star Image motifs. This would help our artist to become recognizable.

The cinematography also helps the audience see that the music video is performance based which again comes out of goodwin's theory.

Cinematography also helped us to apply the theory of Mulvey's gaze which is shown with the shots that are taken of our female artist who is quite attractive.

Cinematography: Angles, movement and shots.

Close up shots as I have mentioned before was used throughout our music video and probably was the most camera shots used.

Camera movement of panning was also used throughout the video to help view the enthusiasm of our male artist as well as the background.

High angle was also used in the music video mostly in the more so on our female artist to represent her vulnerability.

Themes:

The themes that are portrayed in our music video are based on love and romance that is shown through the lyrics of the song. This theme strongly fits in with the conventions of the hip-hop genre.

This action from a 50 cent song shows an

action that is representing the

theme of love in this hip hop song Baby by

me .

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Mis En Scene: Iconography

Iconography: The iconography of the game controller as I mentioned before is used to connote the connection the male artist has with the female artist in our music video. To be specific this si when they are filmed playing Wii as they laugh and jokingly push each other too show their bond.

The iconography of the duvet is also used to enhance the romantic bond between our artist and characters in the music video as they are sleeping together on the bed.

Location Various locations were used throughout the music video, locations that would suit the

lyrics and themes within the music video.

The bedroom and living room where our 2 artist are playing on the Wii was used to represent specifically the romance between them and to fit in with the lyrics of romance.

The location of public streets was used to help demonstrate the performance structure we wanted to use in our music video, with our male artist expressing his feeling through his lyrics and movement.

Example: This setting in biggie 's song Juicy was used to relate to the theme of making

it to the top.

Lighting and colour High key lighting is used to emphasize the emotion of love between the 2 artists in

our music video. In other words, it helps re-emphasize the theme of love.

Also, natural lighting is used to reinforce the realism within our music video despite the imagination element it has, the lighting helps influence the viewing audience to come back to reality.

Also, light colors of purple, blue, baby blue etc were used to help re-emphasize the themes of love and imagination.

Chance the rapper song juice contained high-key lighting to

reinforce and connote the excited mood he was portraying. as

well as colour.

Body language and facial expression

The body language that is used in this music video helps to represent the themes. The male artist's body language is quite carefree and laid back. This helps to re-emphasize the fact that he's madly in love with our female character and artist. This also goes along with his facial expressions that he shows in the music video which represent his happiness and his laid back feeling.

This character from the music video of Eminem's Stan shows a facial expression that reflects the theme of obsession and addiction.

Costume, hair and make up

The costume our artists was wearing was quite casual but relating to our young target audience. Our male artist was wearing street designs of Nike and Puma(with his jacket and shoes).

Our female artist wasn't wear any street design in our music video but she did wear costume that was stereotypical of female characters or artists in a hip hop music video. The female also had long curly hair with her seductive make up which is partly shown on her nails.

Here are some artist similarities for the female:

Editing The editing that was used in the music video had always matched the pace of the song.

Fast editing was one of the techniques that were used in this video, this was used to emphasize the good feeling and imagination that the male artist was having at the start of the music video .

The editing technique of jump cut was also used when our make artist is lying on the table yet again to emphasize he mood he is in.

Slow editing is also used to slowly build the romantic encounter between our artists in our music video.

The editing technique of fading were used to reinforce the theme of love and imagination, specifically it was used when the male artist had the female within his arms.

Sound Non-Diegetic sound is used throughout the music video. The

diegetic sound helps to apply the Goodwin theory, specifically the song matching with the lyrics and visuals of the music video.

Also the sound helps the audience to understand the theme of our song as well as the genre.

Conclusion:

Our media product mainly develops forms and conventions of it's genre even though there are small aspects that challenge them.

Every micro-element had there part in making our product stick to it's conventional themes and representations

Media product: