Our music video uses some conventions of real rap music videos through editing techniques like split screens and fast pacing. It sets the scene by beginning with an establishing shot to show where the artist is from, developing conventions. Costume and locations are also used to adhere to conventions of mise-en-scene. Green screen is used, allowing manipulation of backgrounds, and cars are featured to portray wealth, both common conventions. However, it challenges conventions by not using jewelry or females typically featured in rap videos and instead uses still shots.

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

2. Ways in which our media product uses conventions (EDITING) Our music video uses some conventions of real rap music videos through our editing techniques. We used split screens which is a typical feature found in rap videos. We also made use of fast paced editing which is another convention of rap videos and is significant because our target audience of youth prefer to receive information quickly and the fast transitions between shots in our video allows them to do so.

4. This is particularly significant for our track as it is entitled ‘Where I’m from’ and so it shows the audience where the artist is from and could be seen as a hidden narrative.Giggs – Hustle on My video

5. Ways in which our music video develops conventions (mise-en scene) We also adhered to conventions of real rap videos through our use of mise-en-scene, especially through costume, our artist is shown wearing a body warmer which is something worn in many other rap videos. Also the location of some of he shots as both my video and a real video which is shown are set in a council estate which is a typical feature of UK rap videos.

6. We also used a car in our music video which is a widely used feature and is a typical convention as almost all artists use cars in their video to indicate that the artist is wealthy. It is used in the video on the right and allows the artist to portray himself in a dominant way. We also do a scene in a booth which again is another convention of rap videos.

7. Ways in which I developed conventions Another convention used in our video is the use of green screen. This is a feature which is common to most rap videos and is significant as it allows you to adapt the background to what you want it to be. It allows you to manipulate your video and portray things however you want.

8. Ways in which our video goes against typical conventions of a rap video. Unlike most rap videos we didn’t use jewellery which would be shown in most videos in order to show off what the rapper has and show his wealth. We also don’t have females in the background of our video as a form of appeal which is another convention of rap videos.

9. Ways in which our video challenges conventions We also used still shots through out the video which challenges the typical conventions of rap videos as they are normally concept or narrative based with females in the background as a form of appeal.