evaluation

1. 1. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP
OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?

2. An unusual feature of my feature of my video especially it being a hip-hop video was only having the
performer be by himself. Commonly most video would feature a number of females and/or a group of
stars ‘friends’, however with the songs content focus of isolation I had him perform alone as it
highlights his frailty and hopelessness. The locations and kind of spaces that I chose to shoot the
video also bucked the trend of using exotic and luxurious environments to create a hyperreal sense
of superiority. Instead I went with realistic and relatable locations including shots in my own house
and in a park playground, I got the idea of using the playground from the famous scene from the
Alfred Hitchcock film “The Birds”. How I dressed the star of my music video is also rarely found in
commercial rap videos by having him zipped up in all black jacket I wanted to make to viewer focus
on the message of the song rather than the superficial details. I also wanted to challenge the way in
which alcohol and substance usage was being portrayed in by hip-hop videos and tried to show the
dark side of such activities.
For the most part my music video challenges the content and topics that are
present in the vast majority of modern mainstream Hip-Hop videos. This is also
a reflection of the artist and the themes of the song that I chose to use. As it
features lyrics about unlikely topics like isolation, trust issues and frailty, I made
sure to create a text that highlighted and effectively illustrate these themes.
Content

3. I have mostly gone against Andrew Goodwin's theory on music videos as I have
for the most part chosen to oppose the typical themes and features of the genres
videos. I have also chosen not to feature the usual voyeurism seen in music
videos partly because the video only features the star but also because I think
that it would detract from the message of the song. However I have made a point
to create a succinct relationship between the music and the visuals by illustrating
the topics discussed in the song, a prominent example of this is with the shots of
the empty bottle when he is talking about blacking out. I have also made
intertextual references to horror movies like the Blair witch project witch project
and saw with the camerawork and styling of the video.
Theory