The document summarizes how the student's media project of a dancehall music video for the song "Rum and Red Bull" both used conventions of the genre but also challenged them in some ways. It situated the project within popular dancehall music videos by artists like Beenie Man and Sean Paul to highlight similarities in conventions like an announcing DJ or sexualized dancing by women. However, it also noted ways they diverged like having the performer and dancer in separate scenes and focusing more on conceptual elements than large dance scenes. Intertextual references to silent films were also an unconventional choice for a dancehall video.

1. Evaluation
1) In what ways does your media product use, develop or challenge the
forms and conventions of real media products?
The song we used for our music video was ‘’Rum and Red bull’’. Our genre for our
music video was dancehall. We start of our music video by having a DJ in his DJ
booth announcing the start of the song. This is similar to the video ‘’Dude’’ by Beenie
Man as he also had the radio announcing the start of the song.
In most dancehall videos the women in the video are sexualised for the purpose of
the male gaze. In popular dancehall video’s such as ‘turn me on ‘– Kevin little and
‘gimme the light’- Sean Paul the girl in the video’s are dancing half naked around
the lead singer. We decided to use that form and convention in our video but put a
twist on it. Taking in to consideration of our target audience starting from 13 years
old we decided that it would be too inappropriate to show a half naked woman so
we dressed our dancer in a black lacy top which is still sexy and appealing to the
male gaze but still appropriate for the male gaze. We also decided to place the
male and females separate. We had the girl dancing in one scene with the rum and
redbull and the performer in the other scene singing to song in a studio by himself
this challenges the codes and conventions of a dancehall video as you would not
usually see this.
In most dancehall video’s you will find big groups of people dancing with the main
performer with a specific dance like the video ‘’ Willie bounce’’- Elephant Man.
However since we decided to concentrate on the concept side of the video rather
than the performance we decided to not add a big dance scene in there.

2. As the music begins we have a tracking shot of the messy pool table in the party
scene. This also works as an establishing shot of the scene showing of what to come.
The messy pool table is also a metaphor of our video as a whole as it shows that the
video is random, abstract and unique. A video that uses a tracking shot at the
beginning is ‘’Last Friday night’’- Katy Perry although this is not a dancehall song it is
still a party song that is similar to our narrative. Another shot we used was titling the
camera as if it has fallen. This is not typical to dancehall videos as they like to use
simple shots.
Whilst editing we added effects like the mirror effect and we also speeded up some
shots. Our shots were quick and snappy synchronising with the music which matches
most dancehall videos like ‘’Nuh Linga’’-Elephant Man.
Regarding intertextuality, our graveyard scene with Michael Jackson was very similar
to old black and white silent movies like Charlie Chaplin and laurel and hardy. The
slapstick chase scene were Michael drops his hat is amusing aiming to get cheap
laughs like the old silent movies. Intertexality is not a common thing in dancehall
video’s as they like to focus on the music and not the actual video as they like
people to dance along which is where the name ‘’dancehall’’ originated from.