1. Media evaluation By Craig Arthur

2. In what ways does your media product use, develop or challenge forms and conventions of real media products? “QuESt- Do it all for you” distances itself from conventional hip-hop stereotypes and focuses on melody and the use of todorov’s theories on narratives. The “do it all for you” video was rather more difficult in regards to portraying a conventional hip-hop video, due to the story the song told. Based on that fact however, it was essential we focused the basics of the convention, notably: women and money. The aim was to be prestigious within the whole setting and scenery of the video, due to the melodic vibes created and the way the rhythm didn’t follow the conventions of most hip-hop videos in terms of the glorification of money, the video had to follow more of a set storyline and had to retain a more sophisticated edge. Through the beginning sequence alone, while the glasses of wine are being poured, there is an establishment of prestige shown in most film noir movies. The distortion used at the beginning of the video, indicates audience involvement toward the video as it shows life from the cheater’s perspective that maybe he was not to blame for his affair. The lyrics and the visuals blend well together as the concept of the song is about conflict of love and broken hearts and the struggles of emotional cheating. Andrew Goodwin’s theories have been conveyed here as the visuals have amplified the lyrics here, such as when the two detectives are discussing the situation on the park bench: “she was like the heaven to the hell that he was living” whilst a flashback of the cheater presenting a rose to his current love and the audience later gather that the hell is represented by the mistress he later meets. There is a reference toward the semantic field of religion emphasizing the intensity of the situation.

3. As a hip-hop video, there are no typical intensive views on the use of sex, drugs, alcohol and money although there are minor indications. The glasses of wine being poured at the beginning sequence show the use of alcohol playing a part in the situation, much like when several hip-hop artists hold expensive bottles of vodka and other alcoholic beverages, mainly to show prestige but also as a way to show they are not held accountable for their reckless actions and lifestyles. The exposure of women also plays a major role as we can see during the sex scene and is established as a focal and turning point of the video. The objective in the video has been a development of hip-hop conventions, as he must successfully call his girlfriend to refrain from getting caught in the act of cheating. Most hip-hop videos today fail to follow Goodwin’s theory as a video such as “DJ Khalid – Fed Up” although there is a story; the lyrics don’t particularly follow the visuals making it a usual off-the-wall hip-hop video which just glorifies the use of money. Despite this, there is an introduction used to make it more cinematic much like my video. Much like the first video I was part of, there was a nostalgic essence to the second. In the first one there was the use of graffiti and breakdancing referencing hip-hop in the 80s & 90s era where hip-hop wasn’t materialistic and vague but more a movement. Although this video contains the same nostalgic sensation, there is a view from a different audience that will appreciate it more due to the film noir reference. The video is filmed in a way that involves the audience more in contrast to most other hip-hop videos which shows the average viewer what they can’t have.

4. I made sure I used several voyeur type shots to create suspense and encourage audience involvement, much like a murder case in a film noir movie, as to whether our cheater would successfully reach his girlfriend in time before our detective got to her. This again backs up the fact that it has challenged hip-hop conventions. The detectives played a major role in regards to linking the film noir reference to a more modern audience as seen when they are reciting the lyrics. Some lyrics were also displayed at several times on screen as a way to put emphasis on the emotive side in regards to the lyrics, such as where it goes; “for him she would die, you could see it in her eyes” where the camera focuses on the girlfriend’s eyes highlighting her pain, sorrow and distress and lets the audience understand her character more making it easier to relate to her. The video may not be a typical representation of the hip-hop genre, yet it retains key features and conventions enough to follow the structure whilst still being unique.

5. How effective is the combination of your main product and ancillary text? In regards to the ancillary text, it was essential that I made the artist bridge the barrier between street style and a style based on portraying intellect. As the first video had a more hip-hop styled theme, the second video being more jazz based had to be considered, so basing the attire around a red bow-tie to highlight the struggle of love and refraining from ruining his gentleman persona being displayed in regards to the second video, was essential. The artist was also coupled with red trainers which outlined the passion for hip-hop’s street life. The graffiti based setting also highlighted the raw edge of hip-hop and its expression as an art. The ancillary texts and music videos link well as the acrobatic style poses that are being shown show his rebellious side which is evident in the first video, whilst the imagery of his back to the camera pose and mid-shot main pose, highlights he more sophisticated style shown in the second video. It was essential that I made him wear the bow tie in the ancillary text because he has worn it throughout production, from the first draft of the samba theory video right up until the the final do it all for you video as it acts as a statement that he is a gentleman in hip-hop and a more sophisticated rapper.

6. What have you learned from your audience feedback? I’ve learnt through the feedback statistics on the video on YouTube that, our video is very popular in the United States due to the fact that the artist is in actual fact based in Miami. We have received 48 likes and 4 dislikes emphasizing more positive feedback. The video is also popular with males in the age range of 18-44 appealing to a more sophisticated crowd. The video has also received 44 favourites and 5,807 views highlighting its popularity. From these statistics, we can see that the video is very popular due to its views and there is a more positive viewpoint from the general audience.

7. How did you use media technologies in the construction and research, planning and evaluation stages? I made sure I carefully researched the different forms of technology in media due to the style I wanted to approach this video. I made sure to regard mise-en-scene as one of the main features toward the success of this video because it ultimately paints the picture for the audience. Through the use of DVDs and the simplicity of YouTube, I established the way in which to tackle research and planning as they are both stable outlets for this. Goodwin’s theory was also a fantastic source. To capture the blend of lyrics and visuals is very difficult but through the structured source, I achieved a successful hip-hop video which retained its conventions. Looking through other videos from notable artists such as Wale, and Lupe fiasco helped with the production of this video. These are two artists who paint pictures with their lyrics which is rare in the current hip-hop scene, yet their videos show this. Wale's song; "the break-up song" was pretty straight forward with its production as it told of a break-up and although there were some humorous references and such, it helped in regards to the construction of my video. Lupe Fiasco's "Paris Tokyo", is very metaphoric in regards to Goodwin's theory. There is evidence that he refers to his lover, yet she doesn't accompany him on any travels despite the chorus; "Let's go to sleep in Paris, wake up in Tokyo" yet we understand he yearns to see her again and the problem is resolved once they are reunited again. These artists both played a pivotal part in the production of my video, as both are known for their sophisticated styles, much like my chosen artist. Both videos also have introductions painting a better picture for the audience and adding a cinematic feel.