The document analyzes a media product created by the author in the genres of rap/hip hop music videos. It discusses how the author researched conventions of existing successful music videos within these genres to understand elements like camera angles, editing, mise-en-scene and narrative. Costume, lighting, and location choices were made to adhere to genre conventions while also challenging conventions in some ways, such as choosing to film during the day rather than at night. For the accompanying digipack, the author stuck to conventions of established rap/hip hop artists but portrayed the subject in a more serious, upscale manner to appeal to a wider audience.

1. A2 media evaluation

2. In what ways does your media
product develop or challenge real
media products?

3. • To start creating my own media product, I first had to look at
some existing media products. We had to watch and analyse
music videos, cd covers, adverts and magazine covers. We
looked at established artists in our genre of music from the
USA and the UK this allowed us to grasp and understand the
conventions of our video.
• For our media product we analysed camera angles and shots,
editing Mise en Scene and the narrative of our genre of music
videos.
• The videos that were of the rap/hiphop genre as it is
representative of our artist and genre of our song choice.

4. • Before we started filming we had to gather as
much information by doing research to
understand the generic conventions of the genre
we had chosen.
• To do this we looked at a number of music videos
that related to the genre as to gain an insight into
what makes up a successful and professional hip
hop/rap music video.
• With use of the locations we picked we have tried
to stick as close to the generic conventions of our
video

5. Costume
• Clothing (costume) is a very important aspect of any genre of
music as it gives indicators as to what genre the artist is
representing as research has found that people build first
impressions in the first 10 seconds of a music video so having
the right attire will allow audience to recognise it as belonging
to a genre.
• In a rap/hip hop video the conventions are for the artist to be
wearing designer clothes/baseball cap/dark coloured
clothing/hoodies etc.
• We made sure that our artist stuck to these conventions
when picking his outfit on a filming day.

6. Lighting
• Most hip hop/Rap videos are filmed at night with the use of
additional lights and high quality cameras. Filming at night
brings a greater contrast of colours also having it set at night
it gives a deeper meaning to the words of the song as it plays
on emotions.
• For our music video we chose to shoot during the daytime as
it also gives a meaning to the lyrics and pays on audiences
emotions but in a more positive way this works for our song
as it is about working hard to make money

7. Digipack conventions
For our digipak we stuck to generic conventions of a rap/hip hop artist but more of a upscale artist
who has already been established rather than giving him the look of someone who is just starting
out. He is dressed in a smart casual outfit as i believe that this makes him look more serious
about his music and will appeal to a larger audience of people. Also the clothes he are wearing
complement the setting of the digi-pack. I also played with the grey scale for the digipak pictures
making it black and white and made this a common theme throughout the digi-pack.