Lara Lawal created a music video and campaign for an R&B artist that both uses and challenges conventions of real music products in the genre. She researched conventions around cinematography, locations, costumes, and more from artists like Jay-Z and Kanye West. While including typical elements like close-ups and casual clothing, she also challenged norms by showing the artist creating music rather than just performing it. Her goal was to represent the artist as hard-working while still entertaining audiences with familiar genre traits. She applied theories from scholars like Dyer and Goodwin to develop the artist's image and include intertextual references.

1. Q1: IN WHAT WAYS DOES
YOUR MEDIA PRODUCT
USE, DEVELOP OR
CHALLENGE FORMS
AND CONVENTIONS OF
REAL MEDIA PRODUCTS?
Lara Lawal

2. THE PURPOSE
The advanced portfolio offered me a choice of genre, unlike last year which was solely focused on thriller. I chose R&B as
growing up I am familiar with the conventions, yet not the exaggerated lifestyles presented so found it equally as easy as
challenging. A lot of research was put into breaking down what is put into the genre, to widen my options as much as
possible and choose how I would convey the genre in my own way.
A music video is a typically 3-5 minute visual piece of artistry created to compliment a song. Music videos have developed
over time in terms of their purpose. There is much more emphasis on the importance of them now than in an earlier time
period, such as the 70's. Debate has developed over music videos at that time were really music videos, as the conventions
became clarified at a later stage. Artists use videos today to emphasize their image as a singer/songwriter/producer/etc.
Music videos are an addition to the package of promotion, and offer perks between artists and their audiences.
Researching media and theory enabled me to plan my own products and techniques to implement theory into
presentation. The video was planned first, then the ancillary products. The ancillary products are vital because the task was
to create a campaign which needs as much exposure as possible from multiple platforms, some of which only work with
posters such as billboards, and some only on iTunes, such as the digipak.
Research gave me an insight into my genre and how others’ portray it through the use of conventions.
Planning helped me figure out how I will create those conventions, through cinematography, mise en scene, storyboarding
and a shot list.
RESEARCH -> PLANNING -> PRODUCTION -> EVALUATION

3. DOES MY PRODUCT DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?
• Themes
The overarching theme of many Hip-Hop videos is hegemonic ideologies of
wealth and attractive stardom. Our entire video is saturated in these two
concepts, distinctly seen in the artist dominating camera shots, his car, his
posse in the workroom, etc. These connotations were easy to create because
stardom is a concept understood by the masses, being that the construction of
it is for their entertainment.
• Character Representation
The representation of my character follows typical conventions –
Egotistical - the whole song is about how he once was, what he did and how he is now.
Deterministic - this is shown in his continuous varying activities through the videos, and
the lyrics which amplify his perseverance.
Influential - audiences will be inspired to have goals and aspirations, by showing his hard
work in the industry.
Passionate - Hip-Hop usually involves themes of life experience, rags to riches...these are
sung well in a passionate perspective.
Arrogant - the artist is the centre of attention through the music video, and dismisses
those who aren't in his group
• Location
Generally, we have chosen locations to represent the lifestyle of the artist -
such as the recording studio which shows that he's working on his music. I
consider this a challenge against conventions as Hip-Hop videos usually
feature just the performance of music, rather than creation of it. This has
been done to represent the artist as hard-working which is a moral already
imbued into the lyrics.
• Theory
Goodwin
We will be using star image as the narrative revolves around the artists’
life in the music industry.
An intertextual reference is made to his life with the promotion of the
digi-pack within the video.
Genre characteristics are not being precisely followed, though the
setting of a recording studio may apply.
Dyer
Most of the video will be performance-based. Some concept shots at the
beginning during the meeting scene
Mulvey’s ‘Male Gave’
Our genre is known to sexualise women, however out video challenges
this trait as there is no focus on women, nor sexual themes.
Adorno
The artist is alluding to the ruling-class through encouraging morals of
success and wealth.

4. ARTIST INFLUENCE
• KANYE WEST
Kanye West is a popular Hip-hop artist which I have
researched about, in his music videos he is presented as a
relaxed artist, this is shown from his body language. Our
artist has replicated the body language of Kanye with facial
expressions that make him appear very serious about his
music. I think this follows conventions as Hip-Hop artists
are often presented as “hardcore”.

5. CINEMATOGRAPHY: IDENTIFYING
CONVENTIONS
• After researching into exiting music videos, I saw that
most of Jay Z’s music videos consist of close ups and
straight cuts. This allows the audience to understand
more about the narrative better as there will be
different shot angles used up to create a montage
which also interests the audience. In my music video I
used a lot of close ups as it allows the audience too
see the artists facial expression clearly. Close up shots
allowed my audience to feel connected to the artist
as they feel like the artist is making eye connect with
them. Using Jay Z’s music video as a real media
product helped to understand how my artist could
achieve a Hip-hop audiences expectations. While
filming our music video, we also used planning shots
which is a conventional shot that Hip-hop artists use
in their music video. Using this shot allowed the
camera to be flexible and follow the artists in any
direction. This was very effective as Jay Z also used
this type of shot in his music video as it allowed him
to be more flexible s he could walk and sing to the
sing without using nay other hosts to create the
video.

6. CAMERA ANGLES AND
POSITIONING
Camera angles and positing - I referred to use
low angle shots as this shot is conventional in
Hip-hop music videos, in a low angle shot the
artist is shown singing down at the camera.
This develops a connection with the audience
as it looks like the artist is talking down at
them, this shot also represents the artist as a
strong person because in Hip-hop artist are
usually males which this is a serotypes but
male Hip-hop artists are presented as
successful people.

7. MISE EN SCENE – LIGHTING &
COLOUR
During our production I used high and
low key lighting because low key
lighting created a intense atmosphere
in the music video and low key
lighting is conventional in Hip-hop
music videos as in Eminem’s music
video's, he also uses low key lighting,
which allows him to be presented as a
masculine character. Using this idea
allowed my artist to develop
conventional characteristics.

8. MISE EN SCENE - SETTING
My music video was shot in four different
locations, this allowed me to present the
artist as a conventional Hip-hop artist
because stars such as G-eazy shoot his music
video's in different locations which gives him
the freedom to act the way he wants. This
also gives the audience an insight of what the
artists may be like. For example; we filmed
some shots in a filming studio which allowed
us to use and challenge G-eazy’s idea as well
as he also filmed his music video in a filming
studio. Locations such as; house, streets, car
parks, filming / music studios are common
locations that Hip-hop artists shoot their
music videos because these are the locations
that they usually hang around at.

9. MISE EN SCENE – FACIAL EXPRESSION AND
BODY LANGUAGE
Hip-Hop artists typically use a lot of hand-
movements to emphasize the importance of
their lyrics. They also often hold serious facial
expressions due to Hip-Hop often focusing on
negative themes through lyrics. For our artist
we chose to give him serious facial expressions
to boost his star image, instead. It shows that
he is serious about his music. However we
stuck with the original intentions of hand
movements to add emphasis. These ideas were
inspired by Eminem.

10. MISE EN SCENE – COSTUME, HAIR &
MAKEUP
I researched about conventional clothing
that Hip-hop artists wear and from my
researching's I found that most Hip-hop
artists wear casual and comfortable
clothing as they are always moving around
on set. Kanye West is known to be very
casual in his music videos, e usually wears;
a plain t-skirt, trainers, hoodie/ jacket and
expensive jewellery. These clothing items
resembles a conventional Hip-hop artist.
Using Kanye Wests clothing styles helped
my artist to be recognised as a Hip-hop
artist.

11. EDITING
We used different editing techniques
because although we wanted our music
video to be conventional, while
researching I found that most Hip-hop
artists do not use a range of different
editing techniques. This is why I choose
to use more edits in my music video as I
wanted it to be different for my
audience. Goodwin’s theory was also
used when we were editing as we used
intertextual references which was
shown at the end of the music video,
e.g. the artist on a magazine cover.
Another, intertextual reference that my
artist showed was, when he was in a
meeting and in the music video he is
promoting his own album. This is a
reference to his own life.
Some specific edits included cloning
and overlays.

12. Theory – Richard Dyer
Dyer’stheory was used in my music video as
he believed that star image should be used in
music videos. That why, in my music video I
made sure that I show my artist as the main
focus so that my audiences is concentrated
ion him. At the end of my music video, the
artist appears on a magazine cover. I have
used Dyers theory to make sure that I present
my artist as a successful person. As Richard
Dyer believes that the artist should be
presented as a successful individual as the
audience looks up at the artist.

13. Andrew Goodwin
I have also considered Andrew Goodwin’s theory while filming my music video as he believed that the artist
should show conventional characteristics. E.g. Hip-hop artists always uses intertextual references in their music
videos. I believe that my music video has uses and challenged Goodwin's theory and does include genre
characteristic as this is shown by the way my artist is acting. Hip-hop genre characteristics includes the artist to
show that he Is relaxed and he is concentrated for his albums to be successful. my music video also does
include the relationship between lyrics and visuals, as my artist is singing out successful then he shows his own
album cover. My music video does challenge Goodwin’s theory as he believed that a music video should be,
performance, narrative or concept based. Therefore, my music video is narrative and performance based as
the character is showing events from his life, he is also illustrating dance moves which is conventional to the
Hip-hop genre. My music video does use star motifs because the camera lingers around the artist which then
allows the audience to be concentrated on him only, this means that the artist is the main and only focus in the
music video.

14. USING REAL MEDIA PRODUCTS -
DIGIPAK
I researched into real media digipaks,
Hip-hop artists have used to promote
their music. I really like Kanye Wests
album (image on right) because its
conventional to his music, as the way
he dressed in the picture shows that
he is a successful artist. I found Kanye
West’s album very interesting because
it was conventional to the hip- hop
genre as the way he is dressed shows
that he is the leader as he is very
successful. I decided to use the colour
old because it shows fame and
indicates the richness of the artist.

15. USING REAL MEDIA PRODUCTS – ADVERT
I used Jay Z’s magazine advert to develop my
knowledge and skills, in order to create a
conventional advert. I think that I have
created a advert that follows conventions as
it is very unique. For his magazine advert, he
used objects to illustrate his album which is
very interesting as it us different. For my
magazine advert, I decided to use a cartoon
background that shows a city, from this the
audience should understand the fame of the
artist and how popular he is. Both adverts
include important information such a release
dates, key singles and also how music
formats that the audience could use to
download the song.