evaluation 1

1. In what ways does your media product use, develop, or challenge forms and conventions
of real media products?
The music video we have created meets some of the conventions of real media products
but not all. The fact it doesn’t meet all conventions allows us to show more originality and
creativity that would help to make our product stand out from the rest.
The track “Kick Dat Down” should immediately be recognized to be from the genre of
grime. The artist himself should be able to give any viewer the thought that this is grime.
To create this video and target the right audience, we had to look analyse other grime
videos. Grime is in fact a very unknown genre to the public however to any youth, its
known very well.
Grime videos vary quite dramatically though, some videos by grime artists eventually turn
more mainstream meaning the track and video gets classified as hip hop or rap. Some
grime videos aren’t known to be music videos but known to be hood videos. Hoods videos
are when the artist would be filmed in his own local area.

2. Some grime videos are actually filmed professionally in studios or with professional
camera crew making their video appeal to a broader audience. Finding an grime artist
wasn’t that much of a difficult challenge, in today’s youth there are alot of grime artists
who are aged 12 and old.
By viewing many different grime videos, we were able to collect ideal conventions that
could be possibly be used in our own video.
Andrew Goodwins theory talks about general forms and conventions of a music video;
• Relationship between music and visuals • Close up of artists
• Relationship between music and lyrics • The notion of looking
• Music video showing genre characteristics • Intertextual reference to other media
• Voyeuristic treatment of female body

3. We had noticed a common trend
in the types of clothing most
grime artists have worn. Most of
them would at one point have a
hat on, hood up or both at the
same time. We knew this was a
common convention for grime so
we just had to make sure our
artist followed the same
convention however this image
of having a hood up or hat can
make anyone victim of being
stereotyped into being a bad
person. This is also known as
mis-en-scene

4. Since other grime artists dressed like that, it was most obvious we had to have our
artist dressed similarly too.
Here are many different shots
from our video of our artist
where you can see the
convention of wearing a hat
and a hood are put into full
play. There are many scenes
that show our artist dressed in
this typical grime way that is
also known throughout
today’s youth culture.

5. Another convention we had noticed from grime
videos is that the videos are often filmed in the
streets of London especially if the video is about
London or thats where the artist is from.
An iconic symbol of London that has appeared
on many videos is the red bus that often goes
past in the background. Although this wouldn’t
immediately be noticed by every viewer, its
something that can be identified by any media
student.
Often grime videos which are filmed in London
have the camera focused on the artist instead
meaning the background is slightly blurred
however you can see there are buildings behind.

6. So after watching other grime videos, we decided the ideal location for our video
would most definitely be the streets of London. This would be mean the artist is to
make reference to local areas within London and would also make the video look far
more interesting that just filming next to a brick wall. As we had noticed the iconic
London bus appeared in a many grime videos, we decided to include a similar shot of
where the red bus just happens to pass by however we didn’t want viewers to be
distracted by the background so we simply entered the clip elsewhere so viewers
could still keep focusing on the artist.

7. From our chase sequence we had learnt how to use the camera most effectively. On
the day of our video shooting, we managed to think of an very original yet creative
shot we wanted. This was when you make the camera go out of focus on a set of
lights that would cause it to have an very interesting effect. Immediately we were
pleased with the shots we had managed to get and we wanted to make sure this
would be added to the beginning.
However funnily enough I had actually come across a recent grime video which
features the same effect we used for our video! This seems to be very surprising but
of course this isn’t something regularly seen in grime videos so im sure we can still
be proud of thinking and filming this kind of shot that looks impressive in our video.

8. One idea which came towards the end of our video
editing was the use of lyrics to included in the actual
video. The track name “Kick Dat Down” was included
in the video with rapid straight cuts from word to
word with a little fade effect added in between.
There are other lyrics included from the chorus in the
video however the most important lyrics are in fact
Similarly the artist JME had
the track name which were given their own second
once used this technique in
to be on the screen.
his own video called “Over
me” however in his video the
lyrics are repeatedly visible
on the screen where he
actually picks up and throws
the words around as well as
walks round them and
through them.

9. Whilst looking through many grime videos I realised that most videos were very simple.
They had a start and a finish and mostly were really edited at all. They were simply
joined together with not many effects at all. The only videos that had effects were from
the current “superstar” grime artists who actually are known publically and there only a
few. Most grime videos simply consist of the artist just saying his lyrics.
We wanted our video to stand out from the crowd. We want grime to be more
recognised so we decided to actually include some interesting effects into our video
that would make the viewer far more interested in the grime video. The two main
effects that do stand out are shown above. The image to the left has the effect called
“Bad TV” which we found on Final Cut Pro. This effect made the screen shake, split into
two, lose colour and then back to normal. This effect was used that at the start of the
video when the artist was first shown. The second effect was when the artist moved his
hand diagonally causing the current clip of him to move across the screen diagonally
allowing a new clip to be placed in immediately.