E v a l 1

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E v a l 1

  1. 1. E V A L U A T I O NICON843F T J O J O R D A NH E R E TO S T A Y
  2. 2. IN WHAT WAYSDOES YOUR MEDIAPRODUCT USE,D E V E L O P O RC H A L L E N G EF O R M S A N DCONVENTIONSOF REAL MEDIAP R O D U C T S ?
  3. 3. IN A NUT SHELL I BELIEVE T HAT OUR PRODUCTS DO CONFORM TO GENRECONVENT IONS RAT HER, T HOUGH T HERE ARE ELEMENT S OF T HE PRODUCT S T HAT DO CHALLENGE GENERIC IDEAS.BUT BEFORE WE CAN CONCLUDE ANYTHING, W E M UST F I RST LY ASSESS T HE G ENRE O F MUSIC T HAT OUR ART IST AND HIS SONG FALL INTO. IT CAN BE AGREED T HAT ICON 843 W O ULD G ENERALLY BE SEEN AS A UK H I P - H O P A R T I S T, B U T A S A N A R T I S TH I M S E L F, H E C H A L L E N G E S T H I S S E N T I M E N T BY MAKING MUSIC T HAT WOULD MORE L I K E LY F A L L I N T O T H E R N B C AT E G O R Y. WITHOUT DOUBT THOUGH, ICON 843 WOULDM O ST CERTAI NLY BE CO NSI DERED AN URBAN A R T I S T, A S A N U R B A N A R T I S T, T H E R E A R E CERTAIN EXPECTAT IONS OF HIM, T HAT I T HINK W E HAVE ADDRESSED W ELL.
  4. 4. T HESE EXPECTAT I O NS USUALLY DI CTAT E THE ARTIST’S STYLE, BOTH IN TERMS OF CLOTHES FASHION, BUT ALSO THE MUSIC’S C O N T E N T. I C O N 8 4 3 ’ S C O N T E N T I S CERTAI NLY A PART O F A NEW BRAND O FRAPPER. T HESE RAPPERS HAVE G ENERALLY ABANDONED T HE FEAT URES OF WHAT T YPI CALLY W O ULD M AKE T HEM A HI P - HO P A R T I S T. T H E Y C A N D I S TA N C E T H E M S E LV E S F RO M T HE HYPE, AND ALLO W T HEM SELVESTO CONNECT THEIR MORE FEMININE SIDES. THESE RAPPERS INCLUDE, DRAKE, J.COLE AND WALE. AGAIN, W HILE T HEY MAY NOTEXCLUSI VELY M AKE T HESE T YPES O F SO NG S (HIP-HOP/RNB HYBRIDS), T HEY HAVE DEMONST RAT ED T HAT IT IS A POPULAR VARIAT ION ON T HE GENRE, AND ONE T HAT P R O M I S E S T O O N LY G R O W I N P O P U L A R I T Y.
  5. 5. SO AS WE BEGIN TO CONSIDER WHETHER OR NOT OUR PRODUCTS DEFY GENRECONVENT IONS, WE MUST ACCEPT T HAT DUE TO T HE NAT URE OF T HE ART IST AND T HE SONG, THE ACTUAL GENRE CAN BE D E B AT E D , N O T O N LY T H AT, B U T I T SCONVENT I ONS ARE NOT F ULLY DEF I NED. W ECAN ARGUE T HAT IT TAKES T HE KEY T HEMES FROM RNB, WHILE RETAINING THE RUGGED E L E M E N T S O F T R A D I T I O N A L H I P - H O P.
  6. 6. OUR MUSIC VIDEO WAS SHOT IN THREE LOCAT IONS, A HOUSE, AN URBAN UNDERPASS AND AT CENT RAL LONDON.WITHIN THIS DYNAMIC, WE SHOT THE ARTISTW I T H I N T H E M O R E U R B A N E N V I R O N M E N T, I N AN AT T EMPT TO REPRESENT T HEIR ROOT S. T HE LOCAT ION WAS INT ENDED TO SUBCO NSCI O USLY SI G NAL TO T HE VI EW ER T HAT T HAT WAS ICON 843’S NAT URAL E N V I R O N M E N T. I T WA S O U R B E L I E F T H AT T HIS CHOICE OF LOCAT ION SHOULD AID IN HELPING T HE AUDIENCE IDENT IFY T HAT HE I S I N D E E D A N U R B A N A R T I S T, C O N F O R M I N G TO THIS COMMON CONVENTION.
  7. 7. OUR LONDON LOCAT ION WAS CHOSEN IN TANDEM WITH THE SCENES OF THE FEMALE LEAD BEING ALONE AND THE SCENES OF HER AND THE MALE LEAD TOGETHER, BOTH TO ROMANTICISE THE CAPITAL, BUT ALSOTO SHO W T HAT I T CAN BE A LO NELY PLACE. THIS CAN BE SEEN AS A DIRECT CONTRAST TO T HE REPRESENTAT IONS MADE ABOUT ICON 843, BUT IT IS THESE SAMECONT RAST S, OR BINARY OPPOSIT IONS, T HAT HELP TO REPRESENT THE GENRE’S S T R U G G L E F O R A N I D E N T I T Y.
  8. 8. THE PERFORMANCES BY BOTH ICON 843 AND JO JO RDAN CO NT RAST HEAVI LY W I T H T HE DEEPLY EM O T I O NAL NARRAT I VE, I N W HI CH T HE ACTORS PORT RAY ONE OF T HE MANYD I F F I C U LT I E S O F B E I N G I N A R E L AT I O N S H I P. AS PROMOTED BY MANY RNB SONGS OF A SI M I LAR NAT URE, T HE O UT CO M E I S M O ST LY ALWAYS A PO SI T I VE O NE, I N W HI CH T HE MALE AND FEMALE LEADS FIND/REKINDLE T HEIR LOVE. ONE WAY IN WHICH WE DEVELOPED THIS IDEA TO BOTH CONFORMAND CONTEST WAS TO DO A ROLE REVERSAL – IN T HE VIDEO YOU WILL FIND T HAT IT ISTHE FEMALE WHO WALKS OUT ON THE MALE, WHILE HE STAYS AT HOME AND CRIES (A T YPI CALLY F EM I NI NE T HI NG TO DO ) .
  9. 9. B Y T H E S A M E W AY, W E C A N J U D G E T H AT T H ECD COVER AND MAGAZINE ADVERTS DO WELLAT ALSO CHALLENGING CONVENT IONS. T HEY ARE NOT T YPICAL REPRESENTAT IONS OF A LOVE SONG. INSTEAD THEY BRING TO BARE T HE MORE URBAN AND GRIT T Y NAT URES OF T H E A R T I S T. T H E S E C H A L L E N G E S T O EXPECTAT I O NS ARE O NES F ULLY EMBRACED BY T HOSE INDEPENDENT LABELS T HAT OUR ARTIST BELIEVES HE IS MORE SUITED TO.
  10. 10. THIS IS FURTHER REINFORCED BY THE LACK OF THE ARTISTS’ IMAGES ON EITHER OF THESE PRODUCTS – MAINSTREAM CONVENTIONS DETAIL T HAT T HERE SHOULD BE AN ART ISTP R E S E N T, I D E A L LY M A K I N G E Y E C O N TA C T. T H I S BLATANT DISREGARD FOR CONVENT IONS CAN BE SEEN AS A FORM OF REBELLION, SIGNIFYING T HAT T HIS IS NOT A T YPICAL ARTIST WHO IS CONCERNED WITH FITTING IN. INST EAD T HE REPRESENTAT ION CREAT ED IS ONE OF ANT I -CONFORMIT Y AIMED AT OT HER GENERIC PRODUCTS.

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