EVALUATIONQUESTION ONE

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

Usually in the genre Hip Hop, Andrew Goodwin’s theory can be applied to portray the conventional features of the genre.

You can do this by showing relationship between music and visuals, the visuals and lyrics, Intertexuality, star image, narrative and performance.

Narrative

The narrative was shown through the verse and the chorus was used for our main artist singing in different settings. We had kept the clothing different for the narrative and chorus so the audience can distinguish between both characters being played by the same person. This is a conventional feature of Hip-Hop music video.

Relationship between music and visuals

The lyrics at this point say whisper in her ear.. It’s kind of crowded in here, would she care to blow it.The lyrics relating to the visuals allows the audience to relate better to what is happening in the narrative and emphasis better with the male and female character. It shows the soft side of the male character and the chemistry which has begun to arise between each other.

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Another relationship between music and visuals

Near the ending of the video the lyrics say, ‘won’t be longing I see you in the morning.’ At this point in my music video the screen shows the male character taking out his phone and he see’s that it’s a text from Monique (female character) she says, ‘see you in the morning.’

Star image is shown numerous times in my music video, however the most effective time was through a zoom, low angle shot, during the chorus. By using this shot it shows the importance of the artist and allows the audience to relate better to him. We had purposely made sure that our shooting hours were not peak hours so that the audience is able to see who our star is allowing better focus on him.

Relationship between music and visuals

At 1.48 seconds of music video the beat and lyrics are said in such a way which allowed us to make sure the care leaves whilst he says, ‘I've been chasing you too.. Since they kidnapped me from the castle..’ It was important for us to make sure the car leaves whilst saying those lines as the music had such a beat that allowed the car to move with it.Having expensive cars is seen to be convention to Hip-Hop music videos.

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The music allowed us to think about the pace of our narrative. After deep thought and consolidation with my entire group we came to a conclusion to make the narrative in slow motion to ensure the music matches the visuals and the storyline is conveyed clearly.

We had used the same effect through out our music video, which was; fade in to black to ensure professionalism and the relationship between music and visuals is remained, to convey our story.

Intertexuality

We had not used Intertexuality evidently, however we were inspired by Drake’s music video from his new Album Take Care, the song is called Headlines. As you are able to see, we had used similar kind of setting for our music video. This sort of setting of showing the ‘hood’ and streets (where Hip-Hop/Rap music is invented from), allows the audience to experience the roots of the genre and relate better to the artist. This sort of setting is conventional to the genre Hip Hop.

Using Goodwin’s theory to analyse my DIGI PAK

My front cover and back cover conveys the life of the artist. The colours at the back shows the media fantasising his life and the audience concluding that he’s had an easy going life. However his clothing show that he’s actually had a hard life and behind the colourful colours there was a dark and bad side to his life and the industry. I felt that the back and front cover depict star image very well as his posture and facial expressions portray him as a confident, self-established and a good person. Having such qualities allows the Artist to have a strong fan base which will help the marketing of the Artist and Album.

INSIDE LEFT AND RIGHT

Inside left and right show continuity of the setting and star image by having a low angle long shot. This is a conventional feature of the Hip-Hop genre as the genre shows the Artist as the most important individual.

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Medium Long shotLabel NameName of ArtistAlbum Name

The posture shows star image, and the setting being same in album cover and advertisement allow the audience to catch their eye on it and find it easier to identify the Album.