1) In what ways does your media product, use, develop or challenge forms and conventions of real media products?
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Convention of a music video
Conventions of the rap/hip hop genre:
MISE-EN-SCENCE
- Reasonable locations. For a rap video it can follow any location as long as it can connect with what the lyrics of the character is meaning. Sometimes also if a narrative is played alongside the lip-sync location is better to be isolated so that the lyrics can mean more.
- In addition to this a rap video will include mainstream/casual costume design, this is so that the audience do not become so focused on what the artist is wearing and they can connect with the visuals/lyrics.
- 'A$AP ROCKY' and 'Kendrick Lamar are two influential rapper's who follow this stereotype and are some of the rappers I used as a key source of ideas and imagery.
'Dear Lana': LOCATIONS
- Locations were used to highlight the meaning of the lyrics, and to highlight the narrative for our audience to understand and relate to it.
Artist lyric location
- These are just isolated rooms. This is so that the audience are not distracted by anything during the video and can connect and feel the emotion of the lyrics.
Suburban Alleyway
- This was on of the subtle hints the grime genre had on our music video. It is a typical convention within that genre. Due to availability we had to use this rather public area for the fight scene.
Domestic Location- Bedroom
- This is help create the narrative of the ending where our artist wakes up to show 'a day in a life' of the character.
Subverting the Rap/Hip Hop genre
- A convention of the rap/hop genre which I did not include was the extravagant, luxury lifestyle stereotype of the genre. I didn't include this because I felt it was totally the wrong message I was trying to get for my audience to understand and I felt using this was not only give the wrong impression but contradict the message by the artist.
- These are some examples of rap artists that use the extravagant, luxury lifestyle stereotype. This tends to sexualise women, show of designer clothes, and show money as only an object
Gucci Mane - Nonchalant
Rick Ross "Same Hoes"
Meek Mill - On The Regular
- In addition to this we tried to not to focus on some anti-social behaviour usually expressed in a rap video. For example the overuse and focus on Drugs / Guns etc.
- Some examples of this are
O.T. Genasis - CoCo
Slim Jesus - Drill Time
Snoop Dogg & Wiz Khalifa - Young, Wild and Free ft. Bruno Mars
- However some audience members may recognise our imagery of the drug culture within the rap industry. This can be seen through the drug deal.
Music video conventions
Technical conventions
- A final aspect technically which we tried to show was the use of the 'Fourth Wall'. This is when there is an 'invisible wall' between separated between the actor (Tawanda) and our artist. This is too create a direct relationship/contact between both our artist and the audience.
- This works very well due to the lyrics within our track touching on topics of racism, the education system, drugs. By having this technical aspect the audience can feel the message more clearly and find it a lot more meaningful on the audience.
Here is Drakes example of using the 'fourth wall' during his music video of 'Hotline Bling'.
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ANCILLARY TEXTS
Magazine Advert
After researching real media print products in the grime genre, I created this digipak/poster in order to conform to the grime conventions and create a realistic finish.
Font and Design
- Continuous and relatable throughout all final media products (black, red, white) theme
- Big bold for the main information (artist name / title)
- Landscape
Image choice
- Similar photos used
- Tried to incorporate the black and white imagery throughout
- Shots of artists used throughout.
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