Our video uses, develops, and challenges some conventions of typical hip hop music videos based on our research. It focuses more on the character and surroundings rather than people around him or dancing groups. It also develops the convention of focusing on society seen in Jay-Z's videos. While including some typical conventions like close-ups and illustrating the lyrics, our video takes a more detailed and message-driven approach in portraying society.

1. In what ways does your media product use, develop or challenge forms and conventions of real media
products? – This task requires you to compare the outcomes of your research of similar media products
with the outcome of your group’s finished production.
Goodwin key music Using Your Research Your Production – Use, Develop or Challenge
video conventions Findings – note/ bullet
point typical generic
conventions
Genre characteristics • Having done 3 Our video did not follow the research as we decided to focus more on
(e.g. stage music video the character and his surroundings and less on the people around him
performance in metal analyses I realized and there are no dancing groups but this convention is not typical for
video, dance routine for that for an rnb music hip hop videos. Our hip hop video was more urban and focused
boy/girl band)- video dancing is a around society and the character himself and not focused on money
typical convention and woman.
for men and
women. Our video also developed on the typical conventions of jay z’s video
• The artist was as it focuses on society and our video contains many different shots
playing his own that portray society but in a more detailed way. E.g. all the cameras
guitar which is to and caution signs which reveal broken society which is a convention
reveal his our video is focused on.
importance in the
video. This helps sell
the artist individually.
Relationship between lyrics • lyrics were illustrate Our video was very illustrative as its lyrics went with the visuals and was
and visuals as it were revealing conveying a message with what is being shown on screen. We chose
(either illustrative, what the artist was to make it illustrative as it went good with the lyrics as most of the lyrics
amplifying, contradicting conveying the were quite based on the location (England) which made it easy to
message along side get different shots.
with the lyrics
• lyrics and visuals are
very similar to each
other and relate
throughout the uk
hip hop video of

2. ‘signs in life’ by Kano
Relationship between
music and visuals * most of the videos were
(either illustrative, illustrive as they follow the
amplifying, contradicting). typical conventions of the
artist with the music
Demands of the record The demands of the record label were typical close ups for hip hop
label will include the need • Demands of the videos and we went with it. Our video has many different shots but
for lots of close ups of the record label Iearnt focuses on the character with medium long shots to reveal his outfit
artist and the artist may was that there has and also close ups of the artist to reveal the importance of him and
develop motifs which recur to be close ups of the main focus. These demands are mainly focused to sell the artist
across their work. (a visual what the artist is and we did that with the typical hip hop conventions.
style). wearing and how
he’s been We also went with the record labels demand with the colours used
represented throughout our video which mostly consists on dull colours such as
• Also other close ups black and grey and dark blue. These colours are all dark colours and
of the dancers. go with the record labels of hip hop genre videos.
• Within the genre of
hip hop the videos I Throughout or video we took the demands of a typical hip hop genre
analyzed I realized video and added it to our music video. Our video consists of medium
that near enough in long shots on the character to reveal his image and the clothing he
all of them close ups has on throughout the video
were revealed and
the longshots, this
was a very typical
as these shots are
used to sell the artist.
With long shots the
artists image such as
clothing and image

3. is being revealed to
the audience and
then the close ups
for the hip hop
genre ones I studied
helped me realize
the close ups
helped sell the artist
such as lil Wayne
when there were
close ups of his face
and body to reveal
his tattoos. These
were vital ways in
selling the artist.

4. Notions of looking (screens We chose not to go with the typical voyeuristic treatments but
within screens, telescopes, • The re searched
etc) and particularly revealed that
voyeuristic treatment of woman have a big
the female body. impact in creating
target audience
and the way the are
revealed on screen
has a big impact to
the video
• Close up of the
females bodies,
clothing in the hip
hop video
intertextual reference (to *
films, TV programmes,
other music videos etc.).
Technical Directions
Artist/bands / actor’s We followed the technical directions of a hip hop character as our
positioning, movements, • Typical directions of video consists on focusing on the artist facial expressions and his body
gestures, pose and mode hip hop characters language in throughout the video. The movement in our video reveals
of address etc. is there movement the artist always moving and never actually standing still with no
on screen which is movement. The movement of the hands is a important
usually the
movement of hands
and facial
expressions
•

5. Editing directions
(Match cuts, jump cut,
reverse shots – cutting
rthymn etc.)
Selection of mise-en-scène
including colour, figure,
pops, lighting, objects,
costume, location and
setting and use of crowds/
dancers etc.
Framing of Shot
CU, MLS, ELS etc.)