The document discusses how the media product conforms to and challenges conventions of real media products in the hip hop genre. It summarizes that the group conducted research on hip hop music videos like A$AP Rocky's "Multiply" to understand conventions. They implemented conventions like gang imagery and skateboarding scenes but also added their own twist. The lighting, outfits, and drug references conformed to hip hop video conventions, while not including stereotypical male gaze helped challenge conventions. Overall, following genre conventions was important to accurately represent hip hop.

1. I N W H AT W AY S D O E S Y O U R M E D I A
P R O D U C T U S E , D E V E L O P O R
C H A L L E N G E F O R M S A N D
C O N V E N T I O N S O F R E A L M E D I A
P R O D U C T S ?

2. Our research we conducted prior to filming our music gave us a much deeper level of understanding
of the hip hop genre as a whole. During our research we soon started to establish the conventions
that are specific to our hip hop genre. For example we delved into “Multiply” by A$AP Rocky to build
our knowledge in both the conventions and editing techniques of hip hop music videos. But we also
wanted to strive to add our own personal twist on conventional hip hop music videos. By this point
was had established that we would like to base our work on a similar style to A$AP Rocky’s video and
by researching it in great detail we are able to notice what we wanted to implement into our work.
The next Slide Will Go into Deeper Detail of this.

3. Convention resemblance 1
Here is One example where we have used previous conventions of hip hop music videos to implement into our
Work. This is A$AP Rocky’s music video for “Multiply.” Here we can see that he is surrounded by a number of ot
People creating a gang like affect. I found this shot interesting due to the fact that it conforms to the stereotypi
Association of hip hop music and gang culture. These stereotypes are a constant theme throughout our song H
And we felt that this shot would fit perfectly into our work and give our work a much more deeper meaning.

4. CONVENTION RESEMBLANCE 2
Here is the second convention we have implemented into our work with conforms to previous hip
hop music videos. Here we have “Waves” by Joey Bada$$ this video has chosen to feature
skateboarding In the video. Skateboarding is associated in the same street culture group as hip hop
music, I saw this a an opportunity to show my detailed understanding of street culture as a whole and
bring another factor into our music video. But we decided to tailor the skateboarding

5. CONVENTION RESEMBLANCE 3
• The next convention of our music video which resembles previous hip hop music videos is the narrative. When we looked
into pre existing hip hop music videos we were trying to find the narrative in the videos. We looked at a wide variety of
videos and a majority of the time the videos did not have a narrative. What we found was that the visuals of the music video
were in fact accompanying the lyrics of the song and played them out for the audience. Therefore the video doesn't’t really
have a narrative in the usual context. What we found in our video by what the artist has chosen to use in their music video is
that it is more a mixture of relatable conventions for example people riding BMX bikes, this is one example of a relatable
convention due to them both coming under street culture. This can be based into different media theories for example
Vladimir Propp’s theory on different types of characters. This means that we have chosen certain conventions from other
similar videos and added our own unique style of video. One benefit to this is that the audience can establish their own
unique interpretation of our video due to the fact that there is narrative , a narrative essentially tells that audience what to
take from the video whereas our allows the audience to develop their own opinion. This challenges the audience more to
solve the meaning of the video. This shows conformity of aspects of Bathes Enigma Code as our video has no clear narrative,
therefore illustrates a puzzle. Keeping the audience guessing gives them the ability to perceive the content in whatever way
they want. Although , we still challenged the code because we didn't solve the puzzle for our audience we simply left it a
mystery to what it could mean.

6. • We additional used conventions associated with Hip Hop as a genre through mise-en-
scene. One scene that we found to be very popular in hip hop music videos is Driving
scenes, these can been seen in video such a “Alright” by Kendrick Lamar , “Waves” By
Joey Badass and “Hive” By Earl Sweatshirt. This is one aspect where we have used
previous conventions to implement into work. Another example where we have used
Mise-en-scene where we to relate our work to Hip Hop music was the outfits we used.
More specifically the brands that we used. When thinking about the brands of the
outfits that we used we wanted to use brands that would fit well into our work. For this
reason we made sure that we have a justification for each brand that we implemented
into our work. For example we feature a Travis Scott hoodie in some of the scenes,
Travis Scott is a contemporary hip hop artist therefore we have Cleary feature another
artist of this genre from the same generation as our artist Earl Sweatshirt

7. • In almost all of the videos that we have researched the artist seems to be under the
influence of some kind of drug and or alcohol. We have attempted to implement this
method in a professional manor and not actually consumer any drugs or alcohol. We
went about this by implementing editing techniques to create the psychedelic mood
to connote to drug use. We have used a compound blur to create the feel that it is
viewed through the eyes of someone on LSD. Another example of how me have
created a drug influenced hip hop scene is through using a smoke machine in a small
room. As the smoke diffuses around the room it gives the scene a feel of a cannabis
influenced video which is a convention which our artist Earl Sweatshirt features in a
number of videos of his. So these affects have conformed to conventions of previous
hip hop media videos and also created a higher level of production.

8. • Then we were conducting our research into Digi pack's belonging to professional hip hop
artists we found a majority of them were very minimalistic and simple, but on closer
inspection all had their own unique characteristics. For example our group have chosen to
use Kendrick Lamar’s (Arguably one of the most successful and influential artists of our era)
latest project “Untitled Unmastered” has next to no conventions to it. Clearly this artist is
keeping the album plain to focus more on the music and let that be the most important
aspect of this work. They have only put the fundamental basics which is the name of the
album and the parental advisory. This doesn't bore the reader with detail. Instead its
straight to the point and the lack of detail leaves the audience more curious as they don’t
have anything to go off the front cover and will be more intrigued for the content. We have
decided to implement this style of Digi pack into our work thus conforming to preexisting
media texts due to the success of these examples.

9. However , it is also a common stereotype in rap videos to show conformities of the male
gaze a theory created by Laura Mulvey. This theory states that the audience are meant to
see the content from the angle of a heterosexual male and to represent women as an
object instead of a person. We have decided to challenge this theory as we feel that it it
would’t add anything to our work and that it is a dated theory. This meant we would not
limit our content to the specific gender therefore broadening our audience base. In
relation to lighting, our research showed us that have a darker lighting have a much
more darker and gloomier feel. This choice of lighting accompanied the tone and pace
of the the song itself and we feel that this option would dramatically add to the
atmosphere and perception of our video. Simple aspects such as lighting were areas
where we felt that if we paid attention to we could push our one to a much higher level.
With that in mind I feel that we conformed to conventions of similar videos both through
the Digi pack and our music video.

10. • Overall our group felt that it was crucial that we
implemented and developed these conventions as,
according to Andrew Goodwin , there is ‘Genre-related
style and iconography’, which means that we would need
to follow usual conventions shown in professional hip-
hop videos in order for us to accurately represent the
genre itself, explaining why did so.