1. Evaluation Question 1

2. 1. In what ways does your media product use, develop or challenge forms and conventions of real media products? 2. In answering this question I am going to make comparisons between my music video and various other Rap videos and the ways in which my video has used, challenged or developed their multiple forms and conventions. 3. I decided to open the music video with a slow downward tilt of the camera, taking an influence from the opening of the music video for Chip La La La (Remix) (Shots from my own video) Chip La La La (Remix) 4. There is smoking in my music video which is a common theme again in Chips video. In Chips video we can see that he is wearing red which connotes strength and power and gold jewellery which is associated with success. (Shot from my own video) Chip La La La (Remix) 5. I wanted to challenge this convention that happens to occur time and time again in rap music videos. Not all rappers are rich which makes people question why they spend their money on bling. For a change I wanted to make my rappers costume to be more modest than the average rappers which is why I styled him in a tracksuit and white t-shirt. (Krept & Konan - Don't Waste My Time Remix) (Shot from my own video) 6. In the music video for Krept & Konan - Don't Waste My Time Remix there are establishing shots of the city landscape, similar to those in mine. This is a common theme in UK rap videos as the contrasting combination of the street lights and building lights with the dark sky give an amazing visual image when shot from a very high angle. (Shot from my own video) (Krept & Konan - Don't Waste My Time Remix) 7. Here a rapper is watching the view from his balcony this is a common convention in rap videos to educate the audience about the atmosphere. I developed this by having a vast amount of views from the balcony in my music video in order to emphasise on London city. This also relates to Andrew Goodwins theory (1992) of the relationship between lyrical and visual content in music videos. Lyrics in the chorus of the song are chillin on my balcony the performer does exactly this during the music video. (DJ Khaled - I'm On One) (Shot from my own video) 8. Rap music videos often feature sexualised or objectified females women who are subjected to the male gaze (Laura Mulvey 1975). As a female director I decided to challenge this convention by casting only the artist of the song to feature in his own video (Rick Ross Diced Pineapples) (Shot from my own video) 9. I followed the convention of rap videos of the rapper being in the centre of a low angle shot. This shows the dominance of the rapper as he keeps eye contact with the lens so he looks like he is talking down to the audience. (Eminem Lose Yourself) (Shot from my own video) 10. Ancillary Logos I used for my poster to make it more conventional 11. As my chosen album title is London Bred I used a number of images of buildings in my ancillary task. This is a convention followed by many UK rappers. I think this is done in order to create realism and a show a snippet of everyday life. Bricks are also a common theme used across rap album CD covers. (KREPT & KONAN Tsunami) (COKE BOYS 2) (Sections of my CD case)