The music video analysis document discusses conventions in hip hop music videos and how the student's music video for Mick Jenkins' "Waters" challenges some of those conventions. It incorporates some typical conventions like an introduction but does not include drugs, gang affiliations, or objectification of women often seen in hip hop videos. It uses first person perspective at times to relate the lyrics personally and features minimal imagery of the artist to generate intrigue. The student discusses distributing the video online and creating a website to promote the artist's music and connect with fans.

1. A2 MUSIC VIDEO ANALYSIS
CREATIVE CRITICAL REFLECTION
MICK JENKINS -WATERS

2. HOW DO YOUR PRODUCTS USE OR
CHALLENGE CONVENTIONS AND HOW DO
THEY REPRESENT SOCIAL GROUPS AND
ISSUES?
MANY HIP HOP MUSIC VIDEOS TODAY USE DRUGS, GANG RELATED AFFLIATIONS
AND WOMEN TO CREATE THEIR VIDEOS AS THEY REPRESENT THE HIP HOP WORLD
HOWEVER MICK JENKINS AS AN ARTIST SEES THIS AS A DEMEANING ROUTE FOR
HIP HOP MUSIC AND FOLLOWS A DIFFERENT ROUTE WITH HIS LYRICS, THAT’S WHY
I TOOK HIM AS THE ARTIST I WAS DOING AS I CAN CREATE A DIFFERENT VIDEO
FROM THE NORMAL…THESE ARE EXAMPLES OF NORMAL HIP HOP VIDEOS BELOW

3. My music video does not use any of these parameters except a short clip with a cigarette being lit
which will be explained

4. • A CONVENTION FOLLOWED IS THE INTRODUCTION AT THE BEGINNING OF THE
VIDEO AS IT HELPS THE AUDIENCE KNOW WHAT THEY ARE WATCHING AND
LISTENING TO, MOST HIP HOP VIDEOS FOLLOW THIS NORM
MINE AN EXAMPLE

5. THE RELATION BETWEEN LYRICS AND THE
VIDEO AS A WAY OF USING CONVENTIONS
• MOST HIP HOP VIDEOS WILL RAP ABOUT THE AFFLUENT LIFE AND THE VISUALS WILL RELATE
WITH THE LYRICS AS THE AUDIENCE RELATE AND ARE ENTERTAINED AT THE SAME TIME
T.I’S ‘GO GET IT’ REFERRING TO THE AFFLUENT LIFESTYLE

6. • THE WATERS SONG IS ABOUT THANKING GOD FOR WHATEVER YOU HAVE AS THE
SOCIETY HAS DECIDED WHAT IS GOOD ENOUGH WHEN IN REALITY NOT
EVERYBODY CAN LIFE LIKE THAT
A fire burning which represents hell and those
who sin without repent as in the music video
the fire scene ends with the shot at the clouds
this is to represent that there is a God to be
thankful to for everything we have little or
much

7. • ANOTHER CONVENTION INCORPORATED INTO THE MUSIC VIDEO IS DANCING
WHICH HIP HOP IS KNOWN TO REPRESENT AS A GENRE WITH DANCING MOVES
CREATED FROM SONGS
HOWEVER UNLIKE MOST MUSIC VIDEOS I USED 1ST PERSON. THIS WAS TO SHOW THE LIFE I
LIVE AND HOW ITS GOODS TO HELP THOSE WITHOUT MUSC AS THE SONG STATES, ON THE
NEXT SLIDE

8. Biting Elbows - 'Bad
Motherfucker' Official Music
Video where first person was
used the whole video it was
easy for them because of the
genre Biting Elbows perform,
however in my case only a
few scenes were used to
help explain the lyrics of the
song.Walking in 1st person this
challenges most hip hop
music video convention but
is a way of accommodating
the audience as they relate
at a personal level.

9. HAVING FOLLOWED ANOTHER CONVENTION WITH THIS GENRE WITH THE USE OF DRUGS HOWEVER
MINE IS A CIGARETTE EDITING HIDES THAT, THOUGH THROUGH USING A CONNECTION WITH THE
LYRICS AND VISUALS THE LYRICS AT THIS PART..
MINE LIL REESE
MICK JENKINS’ LYRICS MEANING
Got a little light bout as bright as my
Bic
And y'all got way too much on the
shine
He means that he’s in a dark place
right now as Bic lighters don’t
provide that much flame and that
LIL REESE LYRICS MEANING
There’s no point as though I enjoy Lil
Reese’s music the song’s lyrics ‘So Fast’
are repetitive which is what mainstream
Hip Hop has become to sell.

10. HOW DO ELEMENTS OF YOUR PRODUCT
WORK TOGETHER TO CREATE A SENSE OF
‘BRANDING’
• THIS MUSIC VIDEO IS DIFFERENT FROM MANY RAP VIDEOS THAT ARE
STEREOTYPICAL OF SCANTILTY CLAD WOMEN AND OTHER VICES
The video I created has only me shirtless as a
convention of usual Hip Hop dancing towards the
end of the video however there is at no point
misrepresentation of women undermining them
Mick Jenkins music itself never having
discriminating lyrics towards women. This itself is
a way to get educated women(who usually feel that
Hip Hop is against them) as an audience for Mick
Jenkins.

11. • INSTEAD OF REVEALING THE ARTIST THE AUDIENCE ALL THE TIME I WANT TO CREATE A
‘SUSPENSE EFFECT’ SUCH THAT DAFT PUNK AND SIA HAVE CREATED HAVING RARELY BEING IN
THEIR MUSIC VIDEOS, AS FANS WILL FLOCK TO YOUR CONCERT LOOKING TO SEE THE ARTIST.
AS MUSIC VIDEO OF WATERS SELDOM SHOWS THE ARTIST WITH ONLY VERY FEW SHOTS
NOT SHOWING ME ONLY MY LIPS MOVING WITH THE LYRICS.
Daft Punk’s hit ‘One more
time’ which was an
animations shows it can be
a success for the ‘shy’ artist
to still be successive though

12. DIGIPACK
Having searched online on digipacks I found that mostly
acoustic rock artist go with it as they are intertwined with
their music too deeply compared with Hip Hop artists who
produce music weekly to sell, though having special
editions where a digipack is offered sometimes for their
albums, such as Eminem though most mixtapes just have
the cover and back. An example of Eminem’s digipack.
As a way of branding, this
project for Mick Jenkins was a
album however it was be sold
really cheaply as a way to help
the artist instead of being sold
for $9.99 it could go for $12.99
because of the ‘extra’ design
such as the CD cover design, As
it was most sold online.

13. • CREATING A VIDEO WITH NO STEREOTYPICAL AFFLUENCE COULD START A
TREND AND THE ARTIST COULD BE ASSOCIATED WITH MAKING AESTHETIC
PLEASING MUSIC VIDEOS RATHER THAN ALWAYS TRY TO SHOW THEY ARE RICH
SUCH ARTISTS ARE J.COLE ‘G.O.M.D’

14. HOW DOES YOUR PRODUCT ENGAGE WITH
THE AUDIENCE AN HOW WOULD THEY BE
DISTRIBUTED AS REAL MEDIA
• SO FAR FEEDBACK FOR MY VIDEO HAS BEEN POSITIVE WITH OUT OF TEN VIEWS
ON YOUTUBE THROUGH THE SMALL SCREEN 3 LIKES BUT ALSO PERSONAL
FEEDBACK FROM FRIENDS HAS BEEN GOOD ON SOCIAL PLATFORM WHATSAPP
THOUGH THEY COMPLAINED ABOUT THE LENGTH AND WIDTH OF THE VIDEO.

15. • JUST BECAUSE THERE LIKES DOESN’T MEAN THE VIDEO IS ANY GOOD AS THERE
HAS BEEN ONLY TEN VIEWS SO FAR.
• ANOTHER WAY THE MEDIA COULD BE DISTRIBUTED IS THROUGH THE SITE
‘HTTP://MICHAELMAGOHASTUDE.WIX.COM/ACHI#!CONTACTS/C9A0’ BUT
INDIRECTLY IS THE ARTIST’S MAIN SITE IT IS A WAY FOR THE FANS TO GET HIS
LATEST MUSIC, LYRICS, CONTACTS SUCH AS FOR TWITTER OR FACEBOOK.
• NB: ONE NEEDS TO LOG IN TO GOOGLE TO ACCESS THE SITE BECAUSE IT WAS
CREATED BY AN ONLINE TOOL.

16. THIS IS THE HOMEPAGE OF THE WEBSITE AND
SERVES AS A CONTENTS PAGE FOR THE
AUDIENCE WHO WANT TO KNOW MORE ABOUT
MICK JENKINS.
KNOWN FOR HIS LYRICS THAT BARELY ANYONE
CAN MIMICK THIS LYRICS PAGE HELPS THE
AUDIENCE RELATE WITH THE ARTIST AS KNOWN
THEY HAVE THE PERSONAL LYRICS FROM THE
ARTISTS SONGS.

17. THIS IS A WAY TO SHARE THE MUSIC
ONLINE TO THE FANS AS THEY ARE ABLE
TO FREELY ACCESS IT, NOW IT REACHES
A WIDER AUDIENCE AS THE INTERNET IS
ACCESSIBLE TO ANYBODY WITH
INTERNET CONNCETION.
THE AUDIENCE ARE ABLE PERSONALLY
GET IN TOUCH WITH THE ARTIST WHICH
COULD BE DONE THROUGH SOCIAL
PLATFORMS. THIS WAY THEY SEE THE DAY
TO DAY LIFE WITH THE ARTIST REAL TIME.

18. HOW DID YOU INTERGRATE TECHNOLOGIES
SOFTWARE
• BEFORE THE START OF THE PROJECT I ONLY HAD EXPERIENCE WITH ADOBE
PHOTOSHOP, WHICH I HAD USED EXTENSIVELY ON MY AS WORK, SO MAKING MY
DIGIPACK WAS NO PROBLEM AND THE EDITING PROCESS WAS SHORT, EXAMPLE BACK
OF MY PACKAGING.BEFORE AFTER
USING TOOL
SUCH AS
DARKENING THE
IMAGE AND
TEXT TOOL TO
WRITE THE
TRACKS ON THE
BACK WERE
SOME OF THE
FEATURES I USED
IN MAKING THE

19. • HOWEVER WITH THE MAKING OF THE VIDEO I HAD TO LEARN HOW TO USE
ADOBE PREMIERE PRO FROM SCRATCH, LEARNING HOW TO CUT SCENES TO GET
THE SCENES THAT I WANTED IN PARTICULAR
THOUGH I HAD THIS MUCH FOOTAGE MUCH OF IT WAS RUINED BY PEDESTRIANS WHO WALKED
STRAIGHT INTO US FILMING OR EVEN AT THE SAME TIME MY OWN FRIENDS UNKNOWINGLY
WALKED INTO ME FILMING AS MOST FOOTAGE WAS WASTED BEFORE IT COULD BE USED IN
ADOBE PREMIERE PRO.

20. AFTER FINISHING TO INSTALL ADOBE
PREMIERE PRO. CHOOSING THE DREAM VIDEO EFFECT
AND CHOOSING ITS SPECIFIC SETTINGS.

21. FINALLY AFTER FINISHING THE
CUTTING,EDITING AND PUTTING WHATEVER
EFFECTS I HAD TO ENCODE THE VIDEO AND
MESH EVERYTHING TOGETHER THIS IS
WHERE MY LAPTOP REFUSED TO INCREASE
THE VIDEOS LENGTH AND WIDTH HOWEVER
ALOWED FOR THE INCREASE OF
RESOLUTION.

22. HOW DID YOU INTERGRATE TECHNOLOGIES
ONLINE
• BLOGGER
THIS ONLINE BLOG TOOL WAS USED TO KEEP ALL MY INFORMATION DEALING
WITH WHATEVER HAD TO DO WITH MY VIDEO AND WAS MY DIARY REMINDING ME
OF WHERE I AM IN MY PROJECT.

23. • YOUTUBE
PROBABLY THE MOST IMPORTANT ONLINE TOOL AS I LEARNT HOW TO USE
SOFTWARES OR HOW TO TAKE DIFFERENT SHOTS DURING FILMING FROM MUSIC
VIDEOS ON YOUTUBE

24. • WIX
THIS WAS AN ONLINE TOOL THAT ALLOWED ME TO MAKE A WEBSITE ONLINE AND
SAVE ONLINE JUST AS LONG AS I HAD A GOOGLE ACCOUNT IT WAS A SHORT WAY
TO MAKE A WEBSITE BY ALLOWING ME TO CHOOSE A TEMPLATE AND CHANGE
EVERYTHING.

25. HOW DID YOU INTERGRATE TECHNOLOGIES
ONLINE
• HARWARE
THIS WAS ONE OF MY BIGGEST PROBLEMS BY FAR, HAVING ALL THE EQUIPMENT
AT FIRST I THOUGHT THAT I HAD MY CAMERA AND LAPTOP BUT IT TURNED OUT
THAT I DID NOT HAVE MY SONY CAMERA USB CABLE, AND WAS UNABLE TO MOVE
ANY VIDEOS I HAD TAKEN THROUGH THE CAMERA TO BE MOVED TO THE LAPTOP,
WASTING PRECIOUS TIME THAT COULD HAVE BEEN USED MAING THE VIDEO.
USING A SMALL CAMERA TO SHOOT A MUSIC VIDEO WAS NOT EASY AS THERE IS
NO TRIPOD TO HOLD IT AND KEEPING IT STEADY WAS A CHALLENGE WELL TAKEN.
THOUGH I ONLY USED A CAMERA AND A LAPTOP FOR MAKING MY VIDEO, FOR MY
DIGIPACK I USED A GOPRO CAMERA TO HAVE THE ZOOMED IN EFFECT THAT EVEN
PHOTO EFFECTS CANNOT FULLY CREATE AS THE GOPRO CAMERA IS DESIGNED TO
VIEW IN 1ST PERSON