The document discusses the forms and conventions used in the author's music video for a UK hip hop song called "When We Make It". It focuses on how the video develops and challenges conventions of the genre. Specifically, it highlights the use of urban locations to contrast the artists' past and aspirations for success. It also discusses the inclusion of well-known London landmarks and the use of black and white shots to represent the artists' backgrounds. Common conventions like solo shots of artists rapping and casual recording studio scenes were also incorporated into the video. Clothing styles typical of UK hip hop like hoodies, hats and bling accessories were worn by the artists to fit with genre trends.

1. In what ways does your media product use’ develop or challenge forms and conventions of real media products?By Zarah Matin

2. In what ways does your media product use’ develop or challenge forms and conventions of real media products?Forms and Conventions:The location we decided to use throughout our video were city and urban landscapes highlighting the contrast and build up from an average life to a successful life. This is a UK hip hop convention because lyrical content in this genre is usually about the opposite sex, riches or success. As the song is about success, we developed the convention through highlighting the contrast of the artists lives before and after success. For example, showing the artists carrying out their daily task such as walking down the urban road side and addressing the camera can emphasis location and symbolise the artists’ social status yet the contrast of montages of London landscapes highlight where they aim to be. For example:Their urban backgroundThis is Kano’s ‘’P’s and Q’s’’ video, in which throughout he addresses the audience whilst walking through the urban streets.This was also done in our music video with each artist as it highlights the artists urban background and helped us with the progression of the narrative.The success and wealth they aim to reach.By Zarah Matin

3. In what ways does your media product use’ develop or challenge forms and conventions of real media products?Forms and Conventions:The form of our video is a performance, narrative because throughout the song, each artist is lip syncing and performing the song to the camera whilst carrying out their daily tasks. This is a convention used quite a lot in music videos in general. However, in UK hip hop videos walking down the urban road side or studio shots of the artist casually going into the recording booth to make a track.For example:This is Kano’s ‘Hustler’’ video, in which throughout the song he performs the song through a recording session that takes place, with mixing desk shots too.This was also done in our music video with each artist. It highlights the artists individuality as they are three separate artist featuring on one track. Our initial idea for the narrative didn’t go to plan. The initial idea was to relate to the lyrical content based on aims and opportunities (‘’When we make it’’) so we planned to have each artist encounter various doors, they open but leads them to some place elsewhere highlighting their social changes. For example opening a house door leading them to the Tower Bridge. We failed to meet this narrative as we knew it would be very time consuming and would consist of a vast amount of shoots. Thus fore we kept it simple with each artist being introduced by a door opening in their urban surroundings and emphasising their aims of success through montages of wealthy areas.By Zarah Matin

4. In what ways does your media product use’ develop or challenge forms and conventions of real media products?Forms and Conventions:Most videos typical of this genre like to represent their British background through including well known landscapes in London that are familiar to everyone. For example in our music video, the London Eye, Tower Bridge and the Gherkin is shown repeatedly through out representing the artists origin as well as symbolising the social change in their life as they are seen walking the urban streets at first and then central London landscapes are shown.This is Tinnie Tempah’s ‘’Tears’’ video, in which he performs part of the song to the camera on a rooftop highlighting the genres origin and essence.Likewise in our ‘’When we make it’’ video, this is a face out shot. we show these well known buildings and landscapes as well highlighting the British origin of the artists and genre.By Zarah Matin

5. In what ways does your media product use’ develop or challenge forms and conventions of real media products?Forms and Conventions:Many UK hip hop videos have wall shots or tunnel shot with either a gang or alone and also can contain many shots that are in dull or black and white colouring highlighting the past. For example:A black and white, three shot at a brick wall in our video, was originally a tunnel but couldn’t make location.A black and white, three shot of Marvels’ ‘’Official’’ video, under a tunnel.Tinie Tempah’s Black boys video, a brick wall shot representing his hometown. A wall shot in our video, bright lighting like the picture next to it.By Zarah Matin

6. In what ways does your media product use, develop or challenge forms and conventions of real media products?Forms and ConventionsImage:The conventions of urban clothing for the male gender normally includes, hats, hoodies, trainers and baggy jeans alongisde accessories like chains and rings known as ‘bling’ as well as headphones, shades or earrings.This is seen all the time in hip hop as a whole as its a part of the culture.Above are an assortment of pictures of UK rappers and actors. Below are pictures of clips in our music video, as you can see they are all in similar attire which contributes to the trends in hip hop.By Zarah Matin