This document summarizes how the student's media product uses conventions of hip hop music videos. It discusses several key elements: 1) The narrative is shown through verses and choruses with the main artist in different settings and clothing to distinguish characters. 2) The relationship between the music and visuals emphasizes lyrics at certain points to further the narrative. 3) Star image is prominently featured through close-up shots of the main artist, setting the work within the conventions of the genre.

1. EVALUATION
QUESTION ONE

2. In what ways does your media product use,
develop or challenge forms and conventions
of real media products?
 Usually in the genre Hip Hop, Andrew Goodwin’s
theory can be applied to portray the conventional
features of the genre.
 You can do this by showing relationship between
music and visuals, the visuals and lyrics,
Intertexuality, star image, narrative and
performance.

3. Narrative
 The narrative was shown through the verse
and the chorus was used for our main artist
singing in different settings. We had kept the
clothing different for the narrative and chorus
so the audience can distinguish between both
characters being played by the same person.
This is a conventional feature of Hip-Hop
music video.

4. Relationship between music
and visuals
The lyrics at this point say whisper in
her ear.. It’s kind of crowded in here,
would she care to blow it.
The lyrics relating to the visuals
allows the audience to relate better
to what is happening in the narrative
and emphasis better with the male
and female character. It shows the
soft side of the male character and
the chemistry which has begun to
arise between each other.

5. ...
 Another relationship between
music and visuals
 Near the ending of the video the
lyrics say, ‘won’t be longing I see
you in the morning.’ At this point
in my music video the screen
shows the male character taking
out his phone and he see’s that
it’s a text from Monique (female
character) she says, ‘see you in
the morning.’

6.  Star image is shown
numerous times in my music
video, however the most
effective time was through a
zoom, low angle shot, during
the chorus. By using this shot
it shows the importance of
the artist and allows the
audience to relate better to
him. We had purposely made
sure that our shooting hours
were not peak hours so that
the audience is able to see
who our star is allowing better
focus on him.

7. Relationship between music
and visuals
At 1.48 seconds of music video
the beat and lyrics are said in
such a way which allowed us to
make sure the care leaves whilst
he says, ‘I've been chasing you
too.. Since they kidnapped me
from the castle..’ It was
important for us to make sure
the car leaves whilst saying those
lines as the music had such a
beat that allowed the car to
move with it.
Having expensive cars is seen to
be convention to Hip-Hop music
videos.

8. ....
 The music allowed us to think about the pace of
our narrative. After deep thought and
consolidation with my entire group we came to a
conclusion to make the narrative in slow motion
to ensure the music matches the visuals and the
storyline is conveyed clearly.
 We had used the same effect through out our
music video, which was; fade in to black to
ensure professionalism and the relationship
between music and visuals is remained, to
convey our story.

9. Intertexuality
 We had not used Intertexuality evidently, however we
were inspired by Drake’s music video from his new
Album Take Care, the song is called Headlines. As you are
able to see, we had used similar kind of setting for our
music video. This sort of setting of showing the ‘hood’
and streets (where Hip-Hop/Rap music is invented from),
allows the audience to experience the roots of the genre
and relate better to the artist. This sort of setting is
conventional to the genre Hip Hop.

10. Using Goodwin’s theory to
analyse my DIGI PAK
 My front cover and back cover conveys the life of the artist. The colours at the back
shows the media fantasising his life and the audience concluding that he’s had an
easy going life. However his clothing show that he’s actually had a hard life and
behind the colourful colours there was a dark and bad side to his life and the
industry. I felt that the back and front cover depict star image very well as his
posture and facial expressions portray him as a confident, self-established and a
good person. Having such qualities allows the Artist to have a strong fan base which
will help the marketing of the Artist and Album.

11. INSIDE LEFT AND RIGHT
 Inside left and right show continuity of the
setting and star image by having a low angle
long shot. This is a conventional feature of
the Hip-Hop genre as the genre shows the
Artist as the most important individual.

12. ADVERTISEMENT
Medium Long shot
Label Name
Name of Artist
Album Name
The posture shows star
image, and the setting
being same in album
cover and advertisement
allow the audience to
catch their eye on it and
find it easier to identify
the Album.