The document provides an analysis of how the media producer's music video for the song "Brand New Day" by Dizzee Rascal uses, develops, and challenges conventions of the grime music genre. The summary discusses: 1) Shot types and editing styles used conventional close-ups, mid shots, and occasional long shots typical of grime music videos. Standard editing techniques like 2-3 second clips and special effects like strobe were also used. 2) Locations included urban settings like an abandoned building and council estate consistent with grime genre conventions. 3) Costumes of tracksuits, hoodies and trainers fit the genre and props like smoke bombs and a microphone for a pirate radio

1. Evaluation Q1
In what ways does your media product use, develop
or challenge forms and conventions of real media
products.

2. Intro
The music video I made is that to the song “Brand New Day” by Dizzee Rascal.
For purposes of A-level I renamed it in the actual video to “The come up by Grim
Easy”. The song itself tells the story of events from Dizzee’s past and how he
looks to the future. It also talks about the violence and loss of friendship in his life
as a 17 year old Teenager. These are quite deep, conscious themes that you get
quite often in the genre (genre being Grime). Because they are quite often themes
in my genre of music there are a wide range of music videos I could use as
examples and inspiration. So throughout the video I used conventions that are
typical of my genre and not really breaking any of those conventions.

3. 1)Shot types
There are a few examples of how I stuck to the conventions of my genre, such as:
shot types.
Shot type used in my video
Same shot type (apart from
people in background)
Shot type used in Dave - JKYL+HYD Music video
Photo of Dave in
the same place
the shot was
taken just without
the people in the
background.
Mid shot with movement going into
close ups back out to mid shots
and the occasional longshot.

4. More Shot types
Second example of shot type convention I used.
Shot type used in my video
Same shot type (apart from
the focus of the particular
screenshot)
Shot type used in Kano - Three
Wheel Ups
Close up

5. 2) Editing
To edit my music video I went a different route to everyone else and used
Premiere Elements 13. The reason I did this is because it’s the software I use on
my laptop and computer at home so I was able to put more time into the editing
than just when I was at school. I am also better at editing with the elements
version of premiere because in my opinion it’s a simpler editing software to use
but still has all the necessary editing features required for A level media studies.

6. Editing techniques used
Like I said before, Premiere elements 13 offered very much the same amount of effects etc that the pro
version does. Meaning that I wasn’t really limited when it came to the effects etc. For example, throughout
the video I put a clip effect on which creates a black bars at the bottom and top of the film making it look
better quality like a professional movie or expensive music video. This is done a lot in my genre of music
video for the same reason even though the cameras don’t produce the black bars naturally. For the
stairwell shots (example bottom left) I put a black & White filter on to portray the emotion of the song, and
also to contrast between the other shots that are in colour. In the screenshot to the right of that you will
see a similar black & white theme going on only with the colour orange still showing which is the colour
coming out of the smoke bomb. I wanted this to still show to show the danger/violence aspect that the
song discusses. Finally you will see the colour correction I added to the clips down by the wall, which I feel
make the clip look better quality overall, but more importantly I think the blueish look gives it a
depressive/emotional feel which and again is a topic discussed in the song.
Without colour correction With colour correction

7. Keeping to the editing/normal Grime conventions
Well as for keeping to the conventions for the editing of my video, I did that very well too. For example I
kept to the editing speed that is most common in my genre. That being most clips last 2-3 seconds and
only occasionally going over that. Also with the special effects I used kept to the conventions of the genre.
Special effects like strobe (used in the 1st minute) which are commonly used in music videos in my genre.
However, one of the conventions which Is debatable whether I kept to it or not is the fact that I’m white
and a lot of the musicians in my genre are black. I wanted to challenge this convention because I felt most
comfortable doing a song off this genre as I know it the best. Also because there are white musicians in
the genre as well so it isn’t completely out of place for a person like me to be doing it.

8. 3) Mise en scene
For the Mise en scene, location wise I chose 3 locations.
1. Redcliffe caves
3. My Kitchen
2. Get Knitted Carpark

9. Mise en scene: Reasons for locations
The reason why I chose the redcliffe caves (shots against the wall) was because of the
abandoned building in the background (which was covered in graffiti) made the performance
shots more interesting. Also because of how big the space was it gave me opportunity to
use the smoke bombs and also to try out different shot types. The second location I used for
my music video was the car park at Get Knitted. My genre uses a lot of urban settings for the
music videos (car parks included) so this carpark fitted the convention of the genre perfectly.
As well as that the background features a council Estate which in another common feature
of my genre and also right next to the car park is a stairwell where I did the performance
which worked really well. Then for my 3rd and final location, I used my own kitchen to
portray a pirate radio set. Pirate radio sets were the foundation to my genre’s (Grime)
upbringing, so it wouldn’t have been out of place to re create a pirate radio set for my music
video, which has also been done before in previous music videos, in locations such as flat
kitchens etc. I’m lucky that my kitchen itself looks pretty run down as it works well to fit my
genre.

10. Mise en scene: costume and props
For the props I used smoke bombs to add uniqueness to the video giving it something special. It is also
not uncommonly used in my genre’s music videos. In one of the smoke bomb scenes (bottom left) I wore
a ski mask to add to the uniqueness of the video, as well as matching the convention of my genre. It
represents the violence portrayed in the song as a lot of the time people wearing ski masks are there to
rob/kill people.
In the pirate radio set I also had a microphone in my hand as a prop to further prove the point and show
that it was a pirate radio set. Well as for the costumes I wore trainers, black trousers Helly Hansen Coat
for Redcliffe shoot, nike hoodie for stairwell shot and Adidas white top with a sports direct puma jacket for
the kitchen shoot. All the clothes I wore in the different shots are typical of my genre and fit pretty much
perfectly into what I wanted. Also for the stairwell shot I wore North face gloves to add to the violence
aspect that the song talks about but also to change it up from the other shots.