This document discusses how the media product uses and develops conventions of real media forms and genres. It summarizes how the digipak, music video, and website employ conventions of their forms such as graphic images and fonts on the digipak, shots types and editing techniques in the music video, and scrolling layout and colors on the website. However, it also challenges some conventions by using different colors than typical for digipaks and applying rhythmic editing to non-rap music. Overall, the media product draws from real conventions to make it feel authentic while also putting its own spin on some aspects.

1. Anna Farish
In what was does your media
product use, develop or
challenge forms and
conventions of real media
products?
Evaluation Task 1

2. Conventions
❖ A media convention is the traditional features, approach and construction
typically employed within a genre. Conventions are split into technical
conventions which is how the video is filmed, and symbolic conventions
which is how costumes, colours, performance, sets and props are
consistently used within the genre.
❖ A media form is the inclusive architecture of a media product for example a
digipak, a music video and a website. A form will commonly regulate the
medium that is used, the length of the product and the content that is
contained. EG: A music video is made using a film camera, lasting around
3-5 minutes and containing a lip sync, performance, narrative and stylistic
elements.

3. Digipak

4. Use of Graphic Effects
❖ The covers of all these rap albums are heavily
edited through the use of graphic images to
connote the rap connotation of an altered state.
❖ We digitalised a drawn image of the rapper in
our video as graphic images on the front cover of
rap albums are a convention.
❖ However we still found it imperative to still have
an image you could associate Franek with so
that he had facial recognition with fan base.
❖ In three of these digipaks you can see all the
rappers are wearing a cap which is a convention
of rappers having street style.
❖ The body language of Franek on our digipak is a
confident gesture where he is pointing at himself
whilst he is rapping. This confident attitude is a
convention of rappers who are usually very
arrogant. Top left: Yung Frank (ours)
Top right: Kaytranada
Bottom left: Asap Rocky
Bottom right: Chance the Rapper

5. Font and sticker
❖ The font in all of these digipaks are
relatively similar in the way that they
are all quite obvious and stand out. We
ensure for our digipak that the name
“Yung Frank” was enlarged so that it
would be memorable in peoples minds.
❖ The parental advisory sign conveys that
these albums are explicit and are
aimed at an older age dynamic. As
there are curse words in our music
video we added this sign as well as
making the album more intimidating. A
lot of younger people who want to listen
to rap in rebellion would find this sign
appealing.

6. Colours in the digipak
❖ All of the colours within these
similar digipak covers use the
colour of purple. Purple is the
symbolic colour of modern rap
due to the colour of a specific
type of marijuana which is purple.
The colour of dark purple
represents the mood of our artist
as quite moody and a late night
colour. Our digipak attempted to
fit the conventions of rap through
making our digipak different
shades of purple.

7. Music Video
Conventions of rap video:
• Low angle shots
• A crowd is usually shown dancing to insinuate they like the
song
• Clothing is generally baggy and with a brand on it
• Drinking, doing drugs, having a good time is usually a
primary factor
• Beautiful girls surrounding the rapper
• links between lyrics and visuals
• close ups

8. Low angle shots
❖ Low angle shots are effective for rap videos as they show the audience that rappers
have power over the audience.
❖ The low angle gives the rapper power as they are looking down on the audience as if
they are better than them.
❖ The low angle also causes the audience to look up to rappers and aspire to be like
them.
❖ In the Jay Z and Kanye west music video Otis, the rappers are rapping in direct address
in front of an American Flag at a low angle. This is effective as they are conveying how
both themselves and America are bigger than the audience and have power.
❖ In the low angle shot in Glowed Up, Franek is lip syncing a less aggressive form of rap
than in Otis which is conveyed through his mellow attitude when in the low angle shot
yet it is still a reminder of his power over the audience.

9. Otis - Jay Z and Kanye
Glowed Up

10. Close up shot
❖ This close up shot emphasises the lyrics of the track, making it more likely for the
audience to remember them as you can see Franek's mouthing movements therefore
remember the song.
❖ The close up shot gives the audience a facial recognition for Franek which is important
for a new artist to be associated with his music.
❖ It forms a connection with the audience as Franek is staring into the camera which
makes you feel as though he is looking at you through the screen. Dyer’s star image
theory would suggest this gives a feeling of his presence.
❖ The intimacy of the shot shows the artists style, body language, attitude conveying to
the audience what the rapper is like.
❖ In Snoop Dogg’s Drop it like its hot video, the close up shots form the same purpose
as in Glowed up, so to provide a facial recognition and emphasis on the lyrics. Most
people who listen to Snoop’s music know what he looks like as he is such a prominent
part of his own music videos.

11. Drop it like its hot - Snoop Dogg
Glowed up

12. Double Crank
❖ The double crank in the party scene makes the party look more surreal and
disparate to normal life. This makes the scene more appealing and interesting
as people want to be in that crowd.
❖ The double crank represents the party through its slow motion effect
mimicking drinking and drugs and the effects they have on people. For some
people may relate to this, or for others may aspire to enjoy themselves as the
people at the party do.
❖ Life is not in slow motion so having a video in slow motion allows people to
slow down and absorb the content of the video.
❖ In The Internets Special Affair video, the double crank creates the same affect
as in Glowed Up, as it conveys a chilled out, altered state vibe which mimics
the music being sung.

13. Special Affair - The internet
Glowed Up

14. Dolly shots
❖ The dolly shots allowed us to have moving shots.
❖ Music is not static, so adding moving shots mimics the music
keeping it dynamic.
❖ The movement within the shots makes the audience more
attentive to what is going in within them.
❖ The moving shot makes the footage look energetic and vibrant
especially with the colours involved within our first set.
❖ Through having the dolly shot as our opening shot it immediately
draws attention to the depth of the set and Franek.
❖ The dolly shot within Drake’s Hotline Bling is faster than our dolly
shot as it is not in slow motion but creates the same effect on
pace and interest in the dancers.

15. Hotline Bling - Drake
Glowed Up

16. Rhythmic editing
❖ Rhythmic editing is when you cut the footage to the beat of the song.
❖ As the beat in our song is sometimes irregular and rapid, the use of rhythmic editing to the beat
keeps paces of the music video to match the song and emphasis the track
❖ The technique is not exclusive to rap videos, however as our video is electronic based music it
works due to the frequent beats, percussion. Therefore we are challenging a rap convention but in
a fitting way.
❖ Through matching the pace of the song it emphasises the tempo and emotions of the music
making the music video more interesting to watch.
❖ We did fast cuts within the verses and slow cuts within the chorus to mimic the pace of the music.
❖ In Eve’s Let me blow ya mind, rhythmic editing is used and employed through the video being cut
every certain electronically generated noise giving the music video fluidity.
❖ In Glowed Up the rhythmic editing is much faster than in Let me blow ya mind as the beats are so
regular thus creating a more fast paced sequence.

17. Let me blow ya mind - Eve
Glowed Up

18. Direct Address
❖ Direct address is when the singer looks straight into the camera breaking the 4th
wall.
❖ This makes the audience feel as though the singer is in communication with them
and as if the song is being sung to them.
❖ This gives a feeling of intimacy and closeness making the audience feel connected
to the singer.
❖ Rappers often want to be intimidating so when looking directly into the camera it
makes the audience feel smaller.
❖ Eve’s Tambourine direct address is more of a extreme close up than our Glowed
up direct address. This makes Eve’s music video more intimate for the audience
than Glowed Up as Eve is closer to the camera thus the audience feel a closer
proximity to her.

19. Tambourine - Eve
Glowed Up

20. Website

21. Scrolling layout
❖ We looked at lots of different websites ranging in layout,
text, font and design and we used inspiration from all of
the websites we saw. The most prominent layout was
simple, easy to navigate around and scrolling.
❖ The scrolling layout is common for a lot of rappers
websites including Goldlink, Mac Miller and Chance the
Rapper.

22. Colours
❖ The colour purple symbolises rap music due to the
influence of “purple drank” a high which is purple. We
therefore made our website purple to connote the genre
of rap.
❖ The Goldlink, Chance the Rapper and Mac Miller
website’s are all very colourful as vibrant colours also
connote rap. However purple is the most dominant
colour.

23. Yung Frank Website

24. Goldlink Website

25. Mac Miller Website

26. Chance the Rapper Website