Jack Renshaw’s A2 Media Coursework Evaluation<br />Dizzee Rascal - Holiday<br />
In what ways does your media product use, develop or challenge forms and conventions of real media products?<br />
The Rappers Appearance<br />Depending on the profile of rapper the costumes will vary. If they are an unknown rapper they normally wear track suit bottoms and cheap clothes as well as setting their locations of their music video in urban areas as they do not have such a big budget and can relate to their target audience of the lower to middle class people. <br />If they are an older more well known rapper/artist, they normally wear more expensive or expansive clothing and have jewellery on to show their wealth and how well they have done in the past. The more well known artists videos are narrative this is mainly because they are widely known and have a bigger budget, as apposed to when they were trying to make their name and just wanted to be noticed by people to raise their profile.<br />
Our rappers appearance in the video<br /><ul><li>In mine and James’ music video, we decided to do a parody sort of video and that clothing wasn’t going to be essential to our music video. When we were filming, we decided to make our rapper dress in a stereotypical way of a unknown rapper, so he didn’t have any extravagant jewellery or clothing on, just a simple coat and jeans, the coat is important as in the video he is rapping with his hood up and gives off a certain message about the rapper.</li></li></ul><li>Our Music Video<br /><ul><li>In our music video, we decided to try and create a narrative music video. However we could not make a conventional narrative music video due to a number of reasons. We did not have the sufficient funds to make a expensive music video like some of Dizzee Rascals latest music videos. We also did not have the time or the equipment available to us to do this
However, with the time, equipment and money we had available to us, we decided we could still make a narrative music video but it may have to be aimed at a slightly different audience than we originally intended. We decided to go against original conventions and make a parody video where alot of the lyrics would be taken and changed in a British humoured way.</li></li></ul><li>Our Music Video<br /><ul><li>We did use some typical conventions in our rap music video, we tried to make it look as though we filmed our video in a very urban area, with a very typical ‘Jack-the-lad’ kind of character who might live around there.
Also, in the music industry there are very few British teenage artists who make music of this genre. As this rarely happens, we wanted to try and challenge it a little further by adding an element of humour into it and see what our audience feedback would be like.</li></li></ul><li>How effective is the combination of your main product and ancillary tasks?<br />
Our Music Video<br />http://www.youtube.com/watch?v=jyxpCBS6NPk <br />
How they fit together<br /><ul><li>I think our video as well as our ancillary tasks work well together as they both give off the same impression. They are both clear as to what they are trying to send out to the viewer. It is clear what genre our artist is trying to represent and it is also obvious that there is supposed to be a certain amount of humour involved and that the character should not be taken too seriously as the character is supposed to make the viewers laugh.</li></li></ul><li>What have you learned for your audience feedback?<br />
The idea<br /><ul><li>When we first came up with the idea, we got a very mixed reaction to the song and then the narrative video idea to go with it.
The first query we received was who would be in it and how we would go about filming it. Whilst filming, our biggest help were the actors and actresses, they gave their opinion when we were trying to film the original footage.</li></li></ul><li>During the filming stage<br /><ul><li>When we had filmed the majority of the film, we decided to start editing our film
Once we had completed the editing of the filming we had done, we invited a few of our friends to come up to have a look at it and give their opinion to us on ways to improve it.
The main query everybody had about our video was how much lip syncing there was on the video and that maybe we should break it down in some way, so after a chat with James, we broke up the long periods of lip syncing within the video so that the video was improved overall. </li></li></ul><li>General Opinion<br /><ul><li>Overall, the audience feedback was very positive and encouraging. There was feedback throughout the production which was very helpful and made it much easier for us to make the video.
There was one major talking point during the editing stage, where I had decided to repeat a certain section of filming over and over to go with the beat of the music, I personally did not like it and still do not, however, it was kept in as the audience feedback was more positive on that part than any other so I decided to trust the feedback and leave it as it was.</li></li></ul><li>How did you use media technology in the construction, research, planning and evaluation stages?<br />
Research on the Internet<br /><ul><li>Before I decided to make a music video, I researched the history in the music video industry and key concepts used in that to make a successful music video of a specific genre, in this case, Rap.
I researched music directors such as Andrew Goodwyn, Spike Jonze, John Stuart and Michael Gondry as did everyone in the class to try and learn what techniques they used to make their music videos stand out and be so successful.</li></li></ul><li>Researching and posting using the Internet<br /><ul><li>I annotated music videos from a variety of genres to show general key concepts in the music videos. I did this by watching the videos on YouTube and then posting the videos and annotations onto my blog.
I annotated music videos from a more specific genre which was appropriate to me and my group as we needed to study artists from the rap genre and needed to analyse what made a good rap music video. I also analysed general things which are very key to a music video, things like location, mise-en scene, mood, costumes and narrative. I posted this all on my blog once I had done this.</li></li></ul><li>Planning<br /><ul><li>We used the internet to help plan what days we were going to film, we used websites which told us what the weather would be like, as we needed sunny days to film our video as this is what we wanted our video to look like.
We also scanned in our storyboards which we used for our planning and then posted it up on blogger so we could prove we had put thought and effort into our music video.</li>
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