MEDIA EVALUATION PT.3

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

By Richard Maguire

Example artist / producer under hip-hop rap industry

This Music label represents one of the most successful artists and music producers in the hip-hop rap industry – such as Kanye west who started jay-z’s career with producing the well-received Jay-z song "This Can't Be Life" off of the album the dynasty : roc la familia

The General codes and conventions of hip-hop rap is a performance based song which could include women , brand clothing and hot women.

These things will be expected by our target audience when we produce our media product , so we did comply to the codes and conventions of a performanced based song , have a co artist as a good looking women and have the artist wear some brand clothing (i.e. trainers), we also used the trainers as a promotional chance by using a specific shot in the music video on the trainers, which is naturally seen inhip-hop rap videos for self promotion of there own clothing or a company brandtheir signed with.

We used our artist as he's young , kind of Kanye west casual look , as we wanted Our audience to have someone to aspire to be like so that they'd buy futureMerchandise of the artist and songs and promote him by telling others.

Starting scene (first 30 seconds) – multiple shots.

Open sceneStart song track scene

Cut scene – rep song track

Codes and Conventions –Research

Before actually try to create the music video or create a basic plan we conducted research into various different music videos of the same genre (hip-hop and rap).this was to learn and develop skills in the understanding of codes and conventions of professional music videos to base ours upon , so that once we encode a message into our media product it could be easily decoded by the audience.

According to Godwin's theory of performance based narrative if used for hip-op rap videos they would need to include a performance within the song - such as the actors moving while the song if going on, he also suggested that the easiest way to find out what genre a music video is by how the visual effects work with the lyrics.

Once we had acquired and listened to all our artists songs we had found out that the most viable genre he’d fit in is hip-hop rap due to the nature of his songs lyrics and his past music videos.

And selected the song trap “if ur stuck in a feud” as it could easily be produced – and the message could easily be decoded , as the title refers to the lyrics completely and the target audience have learned about the events within the music video – i.e. the lyrics.

Music video establishing shots

Our Music Video does not have one establishing shot per say but can have two or more , as we use an artist and co-artist, and also the starting scene could be counted as an establishing shot as it creates the mood of a grimy dark scene (crime –working class)

There are also multiple important shots that re-enforce the messageOf working class , crime and inequality – such as the fight scenes of 2 black teens with different styles.

Connecting with audience

One important thing an artist should always do is eye contact with the camera so that it feels like theirs a connection between the artists performance and song with the audience feeling its portraying exactly what's in their life, that’s why as soon as the performance based part of the video started we made sure the artist and co artist looked into the camera as much as possible unless was doing a movement to re-enforce a specific section of the lyrics.

In the second and third verse of the song we had the violent teenager confrontation scenes.

We used these scenes to portray the stereotype of teenagers being violent and always starting something seen by the media , but this is only because of the social unrest caused by the recession and jobs in the decline and violence being seen as more okay then the past , such as horror movies , boxing and different fighting styles as cage boxing // fist fighting.