The document discusses how a media product uses and challenges conventions of real hip hop media through its narrative, relationships between music/visuals, star image, and intertextuality. It analyzes these elements in a student-created music video. Key points made include using clothing, cameras angles, and pacing to distinguish character vs artist and build narrative. Relationships between lyrics and visuals help tell the story. Intertextuality was inspired by Drake's music video.

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 relationships between music and visuals, the
visuals and lyrics, intertextuality, star image, narrative and
performance.

3. NARRATIVE
The narrative is 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 chorus and the
verse so the audience can
distinguish between the artist and
character which is being played by
the same person.

4. RELATIONSHIP BETWEEN VISUALS AND THE LYRICS
The lyrics at this point say, ‘she whispers in her
ear its kind of crowded in here.. Would she
care to blow it..’ The lyrics relating to the
visuals allow the audience to relate better to
what is happening in the narrative.
Soft side of the male character
Good personality

5. …..
Another relationship between
lyrics and visuals.
Towards the end of the music
video when the verse is
ending and the narrative
ends the lyrics say, ‘won’t be
longing I’ll see you in the
morning..’ At this point in the
music video the male
character takes out his
phone and see’s that it’s a
text from Monique saying,
‘see you in the morning.’
Effective- helps build up of story
and end the story as a happy
ending as she refuses to hug
him.

6. STAR IMAGE
Star image shown through
numerous ways in my music
video, the most effective shot, I
felt was the last screen shot of
the chorus when my male
character Kairo Noise is singing
from the Bridge. We had used a
zoom out, low angle shot which
enabled our artist’s star persona
to be shown through this shot.
We had purposely made sure that
whilst shooting this shot there
was no one on the bridge
because it allows better focus on
our artist and easy identification
of the artist.

7. RELATIONSHIP BETWEEN MUSIC AND VISUALS
An interesting relationship between music
and visuals is at 1.48 seconds of my
music video (check it out in my blog)..
The lyrics say, ‘ 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 as the music
had such a beat which allowed us to
make sure the car leaves with the beat. I
felt this was one of the hardest shots for
us to edit as we had to make sure that we
had to complete the narrative in the last
verse before the chorus came and this
beat took up many seconds. It was
challenging but it went well with the beat
you can check it out on my blog.
Having an expensive car is conventional
to the Hip Hop genre as money and fame
is fantasized within the genre.

8. …..
The music allowed us to think about the pace of
our narrative. After deep though 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 in 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 remained, to convey
our story.

9. INTERTEXTUALITY
We had not used Intertextuality 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 musi
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 GOODWINS THEORY TO ANALYSE MY
DIGI PAK
The front cover and back cover conveys the life of the artist. The colours at
the back shows the media fantasizing his life and the audience
concluding that he’s had a good life. However, his clothing being black
shows the hardships the artist has been through. As you are able to see
on the front and back cover our main artist has a slight grin which
portray him as a nice person. We decided to have a moral to our artist
which is not conventional to the genre. However, we wanted to convey
that love is stronger than hate. The artist experiences these words and
love makes him change and see the colorful and bright side of life
hence the title of our music video track, ‘sunshine.’

11. INSIDE LEFT AND RIGHT
Inside left and right show continuity of the setting and star image
By having a low angle long shot on a raised platform. This is a
Conventional feature of the Hip-Hop genre as the artist in Hip
Hop music videos are shown to be the protagonist and the most
Important individual.

12. ADVERTISEMENT
The posture is a bit slanted and is not upright this shows the life of Hip-Hop
and our artist which is laid back.
The medium long shot shows the whole posture and body our artist and
this effective because it shows the main artist as an ordinary person
allowing the audience to relate better to him.

13. THE END