The document discusses the media student's music video project for their course. They aimed to highlight issues in society through a hip hop music video. They drew inspiration from J. Cole's "Who Dat" video. Feedback from audiences was positive and suggested ways to further develop the video's message and use of conventions like location shots. The student learned about operating cameras and editing software to bring their vision to life. Extensive research was done on the genre and artist to authentically represent hip hop.

1. A2 Media Evaluation
By Semi Ehigiamusoe

2. In what ways does your media product use develop or
challenge forms and conventions of real media products?
My media product uses conventions of hip hop
the fact it is set in an estate. It highlights the street
life that people live which is a very hip hop theme.
The song itself is an political out cry of how
people live and what can be done to make life
better for people that don’t have as much as
others.
This idea is developed by setting the scene in a
bridge, estate and graveyard. It develops ideas by
people fighting and having post code wars. The
kind of things that people who are in gangs wear We used the music video of “ J Cole Who Dat”
reinforce the conventions. as a template to make our music video. His
video shows and highlights what he had to do
This video doesn’t really challenge the to make himself who he is now and how he got
conventions, but it shows the emotion of how to where he is and some of the struggles he had
people suffer which might not be seen in hip hop in the street life telling people not to do the
music videos as much. same thing. This real media product shows the
conventions of hip hop.

3. How effective is the combination of
your main product and ancillary texts?
Our ancillary text was the
music magazine advert,
CD front cover and back
cover. I researched within
the genre to come up
with what I want my
product to look like. I
focus on some
conventions of hip hop.
That the background
should be black. The
picture should be of the
artist and he looks at his
audience with a strong
presence.

4. What have you learned from your
audience feedback?
I have learned that my music video is good but on a novice level. That I have to experiment with misc en scene and the meaning I
want the audience to leave with. The target audience of this music video is young people age range 13-25 as they might see
themselves struggling with these kind of problems.
They also taught I could have taken better locations to film certain scenes. That I could have enforce some of the hegemony by
showing images or short little clips of how people struggle rather than them being on the street doing the same things that we
see on a day to day basis.
The audience also gave good feedback that they like the message of the song and it is portrayed in the music video clearly and
they can identify some of the themes a hip hop music video can have e.g. buildings, post codes, people in hoodie and so fort.
The comments I got on Facebook and YouTube were all positive which is good as it encouraged us to make music videos that
show problems or changes that we should make in society and we learned that these type of things interest our audience.
One last thing our audience also taught and like things that are abstract and new and that these things maybe could have been
present in our music video to get them thinking for the next time we shoot to show them something they haven’t seen to make
them think and tackle a problem or issue in different ways.

5. How did you use media technologies in the construction and
research, planning and evaluation stages?
We used different media objects like a camera and software e.g. Photoshop. I will briefly
talk on each of these categories hardware we used software and the research and
planning we had to undertake
Hardware
We used a digital camera to take pictures to make the magazine cover, CD front and back cover. The
digital camera was not to hard to operate as I have used cameras before. What I learned is that we
needed a stand to take good valid pictures that look nice as the image is still. To create a media
convention we would use the camera in our hands to create a media meaning. We also had to use
a film camera, which was a bit harder to operate, because I have not used that type of camera
before. I had to learn to record rewind back fast forward and other important things to produce a
good film. We also used a computer to save our film and images we took on the hard drive.
Software
We used different soft wares to edit the tape we took on the computer hard
drive. We used Final cut pro to edit the music video and put meaning to it as we
only had scenes that didn’t make sense on its own so we put it together to make
a sequence. For our pictures I used Photoshop to edit the picture itself in size
and in colour. Then in InDesign I used the pictures and added some extras like
headline or something to make the magazine, CD cover front and back.

6. Research and planning
For the research and planning I did a lot of research on the artist and what he has done and achieved, also I have listened to some
of the music he created and what he wanted the audience to get out of the music. I also checked to see what genre he fits and it
was hip hop as in most his videos he raps and talks about life and how it should be lived.
We also planned how we are going to film it by making a storyboard of the different things we want in the video. The amount of
actors we are going to have the amount of equipment we are going to use location all these things are going to be included in the
storyboard for the misc en scene.
Before we started filming we also wrote down what kind of shots we are going to take. If were going to use long shots, mid shots
and others. We needed to construct what different shots we are going to use to create different meanings the audience are
familiar with.
We also searched up stuff that fits with the genre of music we are making. What kind of music video they have done and if it fits
our perception of hip hop and rap and what we wanted the audience to leave with. Its media text used to give us a pilot idea of
what we want our music video to be like.