The document discusses the purpose and analysis of a student-created music video. It aimed to represent the genres of hip hop and soul through conventions like the artist's streetwear costume, locations like public streets, and themes of love. The video was also meant to apply media theories and challenge or develop conventions. Overall, the analysis found the video largely followed expectations for the genres through its representation of the artist, cinematography, editing, sound, and other elements.

1. 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.

2. 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.

3. 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.

4. 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.
.
Kendrick Lamar-Poetic Justice
This picture is a screenshot
example of a hip hop music
video that uses slow
editing to portray the
theme of romance.

5. 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.

6. 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.

7. 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 .

8. 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 si 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.

9. 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.

10. 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.

11. 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.

12. 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 the female:

13. 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.

14. 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.

15. 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
 Media product: