The music video uses, develops, and challenges some conventions of real hip hop/soul music videos. It develops conventions through the artist's streetwear costumes, locations like public streets, themes of love, close-up shots, and editing that matches the song's pace. It challenges conventions slightly through an unpredictable artist and themes of imagination. Cinematography, lighting, sound, and other elements reinforce the love theme and apply genre theories to represent the artist and their feelings. Overall, the video mainly develops rather than challenges typical conventions of the hip hop/soul music video genre.

1. Evaluation Question 1:
In What ways does your media
product use, develop or challenge
forms and conventions of real
media products.
BY Rex Okere

2. The Purpose of the music video?
 The task we were set was to carry out a music video that fulfils the conventions of
our genre. Also, we had to apply different theories within our music video.
 The genre of the music video is hip hop/soul. Therefore we had to represent
characteristics of the 2 genres within our video.
 The music video was most importantly used to see if we challenged or developed
conventions within this media product.

3. Does my product challenge or develop
forms and conventions of real media
products?
 Artist Image: The Image that our artist had was that he was wearing street design
clothes of Nike and puma. Most of our male artist's costume was urban apart from his
hat. This supports the convention of hip hop of the rappers wearing street designers.
 Location: One of the locations we used in our music video was a public street. This
was conventional to the hip hop genre because it's the usual location rappers would
use in their music videos as it is connotes the origin of my genre.
 Themes: The themes we portrayed in our product was themes of love, romance and
imagination.

4. Artist Representation: How it follows
conventions?
 The artist representation in our music video is very conventional. The male artist was
quite unpredictable in our music video with the moves he was portraying.
 Cinematography: Throughout the music video close up shots were used to portray the
feelings our male artist was having in the music video along with his lifestyle and
character. We decided to make our represent our artist similar to Vic Mensa.

This specific close up
shot is used to show
the facial expression of
our artist representing
him being in love.

5. Artist Representation
 MES: High key lighting is used on our male artist with a faded background of
his loving encounter with our female artist in the music video, this enhances his
feeling of being in love. Iconography of the game controller is used in the
music video to connote the chemistry between the male and female artist.
This is the typical aspect of the hip hop genre.
 Editing: The editing within our music video matches the pace of the song
throughout. Specifically slow editing is used to emphasis and build the tension
of the male artist's romantic encounter with the female. This reiterates the
representation of the male artist. In hip hop music videos , slow editing is
usually used when themes of romance is being portrayed.
. This picture is a screenshot
example of a hip hop music
video that uses slow
editing to portray the
personality of the artist.

6. Cinematography: Theory
application
 The cinematography had strongly helped to apply theory in our music video. The close up
shots helped to represent Goodwin's theory of star Image motifs. This would help our artist to
become recognizable.
 The cinematography also helps the audience see that the music video is performance based
which again comes out of Goodwin's theory.
 Cinematography also helped us to apply the theory of Mulvey's gaze which is shown with the
shots that are taken of our female artist who is quite attractive. Specifically it’s the close up
shots.
Hopsin is made recognisable in his
music video, Sag my pants
With this close up shot. This fits in with
Goodwin’s theory.
This close up shot is taken of a
female’s lips as she says I love you,
this combines well with Mulvey’s
explanation.

7. Cinematography: Angles,
movement and shots.
 Close up shots as I have mentioned before was used throughout our music video and
probably was the most camera shots used. Camera movement of panning was also
used throughout the video to help view the enthusiasm of our male artist as well as the
background. High angle was also used in the music video mostly in the more so on our
female artist to represent her vulnerability.

8. Themes:
 The themes that are portrayed in our music
video are based on love and romance that is
shown through the lyrics of the song. This theme
strongly fits in with the conventions of the hip-
hop genre.
This action from a 50
cent song shows an
action that is
representing the
theme of love in this
hip hop song Baby by
me .

9. Mis En Scene: Iconography
 Iconography: The iconography of the game controller as I mentioned before is
used to connote the connection the male artist has with the female artist in our
music video. To be specific this is when they are filmed playing Wii as they laugh
and jokingly push each other too show their bond.
 The iconography of the duvet is also used to enhance the romantic bond
between our artist and characters in the music video as they are sleeping
together on the bed.
The iconography of the phone is used
In this music video to enhance the
theme of fear in this song Ransom.

10. Location
 Various locations were used throughout the music video, locations that would suit the lyrics
and themes within the music video.
 The bedroom and living room where our 2 artist are playing on the Wii was used to represent
specifically the romance between them and to fit in with the lyrics of romance.
 The location of public streets was used to help demonstrate the performance structure we
wanted to use in our music video, with our male artist expressing his feeling through his lyrics
and movement.
Example: This setting in biggie's
song Juicy was used to relate
to the theme of making it to
the top, humble beginnings.
Also it enhances the fact that it
is a performance structure
video
The background of
the living room helps
to reflect the theme
of love as our 2 artist
are bonding together
by playing Wii.

11. Lighting and colour
 High key lighting is used to emphasize the emotion of love between the 2 artists in our
music video. In other words, it helps re-emphasize the theme of love.
 Also, natural lighting is used to reinforce the realism within our music video despite the
imagination element it has, the lighting helps influence the viewing audience to
come back to reality.
 Also, light colors of purple, blue, baby blue etc were used to help re-emphasize the
themes of love and imagination.
Chance the rapper
song juice contained
high-key lighting to
reinforce and connote
the excited mood he
was portraying. as well
as colour.

12. Body language and facial
expression
 The body language that is used in this music video helps to represent the themes.
The male artist's body language is quite carefree and laid back. This helps to re-
emphasize the fact that he's madly in love with our female character and artist.
This also goes along with his facial expressions that he shows in the music video
which represent his happiness and his laid back feeling.
This character from the
music video of
Eminem's Stan shows a
facial expression that
reflects the theme of
obsession and
addiction.

13. Costume, hair and make up
 The costume our artists was wearing was quite casual but relating to
our young target audience. Our male artist was wearing street designs
of Nike and Puma(with his jacket and shoes).
 Our female artist wasn't wear any street design in our music video but
she did wear costume that was stereotypical of female characters or
artists in a hip hop music video. The female also had long curly hair
with her seductive make up which is partly shown on her nails.
 Here are some artist similarities for our female and Male:
Here our female artist is wearing
white clothing along with her
make up. This shows her
seductiveness but vulnerability
at the same time In our product.
Tinashe in her music video
Aquarius
Is wearing a costume that is
portraying her
seductiveness as well as her
vulnerability.
This is combining with her
facial expression and
body language.
Our male artist clearly cares about his
appearance with the hat, but manages
to maintain his masculinity, this is all due to
the costume he’s wearing for our
product. His costume helps to represent
his masculine attitudes.
Like our artist, Childish gambino prioritizes his
appearance with the coat he’s wearing,
while portraying his masculinity.

14. Editing
 The editing that was used in the music video had always matched the pace of the song. Fast
editing was one of the techniques that were used in this video, this was used to emphasize the
good feeling and imagination that the male artist was having at the start of the music video .
 The editing technique of jump cut was also used when our make artist is lying on the table yet
again to emphasize he mood he is in.
 Slow editing is also used to slowly build the romantic encounter between our artists in our music
video.
 The editing technique of fading were used to reinforce the theme of love and imagination,
specifically it was used when the male artist had the female within his arms.

15. Sound
 Non-Diegetic sound is used throughout the music video. The
diegetic sound helps to apply the Goodwin theory, specifically
the song matching with the lyrics and visuals of the music video.
 Also the sound helps the audience to understand the theme of
our song as well as the genre.

16. Conclusion:
 Our media product mainly develops forms
and conventions of it's genre even
though there are small aspects that
challenge them.
 Every micro-element had there part in
making our product stick to it's
conventional themes and representations.