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

2. Goodwin’s Theory
Goodwin’s theory states that for any music video to be
prominent, it must adhere to at least some of these following
elements:
1. Have a link between lyrics and visuals.
2. Have a link between visuals and music.
3. Contain certain genre characteristics.
4. Include inter-textual references.
5. The demands of the record label are met.
6. Frequent reference to notion of looking, particularly
voyeuristic reference and treatment of women.

3. Correlations-Camera shots
JayZ ft. Alicia Keys-New York Sloozie- Rain Falls Down
When analysing music video’s I realised that many rap video’s generally
used street backgrounds, whilst JayZ and Alicia keys are standing in front of
iconic New York, Sloozie is standing in front of where parts of the “Misfits”
was filmed. Consequently I decided to go for that authentic rap convention
of the streets, where rap started. “Rain falls down” by Sloozie is a sub-
genre of rock/rap, many artist’s who use this sub-genre adhere to mainly
rap conventions, yet containing some rock elements. Additionally in both
video’s low key lighting is used to create a chiaroscuro effect.

4. Correlations-Camera shots
JayZ ft. Alicia Keys-New York Sloozie- Rain Falls Down
High angle shots are used in both video’s, making the figure or object seem
vulnerable or powerless. JayZ is prominent in his field, ranked as the 10th
most successful artist of 2000s by Billboard and ranked as the 5th top solo
male artist, as well as the 4th top rapper , he also has companies such as
record labels and clothing lines, this high angle shot reinforces the notion
that no matter how powerful he might be, he still has a boss. His record
label “Rock-a-Fella” is a subsidiary which only reinforces this notion.

5. Correlations-Editing
JayZ ft. Alicia Keys-New York Sloozie- Rain Falls Down
Jump cuts are used in both video’s.
This editing technique is used to
save time in the video, but more so
to go in time with the beat to
hopefully keep the audience
excited. This is crucial as the most
interesting video’s contain many
different angles and location, made
possible through jump cuts, which
again keeps the audience
watching. This edit was used in
my preliminary exercise, however
I developed how to use the edit
effectively throughout the editing
process of the music video.

6. Correlations-Editing
JayZ ft. Alicia Keys-New York Sloozie- Rain Falls Down
The Dissolve used in
these video’s, allows the
editor to describe a
transition to and from a
blank image.
Furthermore I used the
dissolve to soften
obvious hard cuts which
may startle the viewer,
similarly it’s always good
to use a variation of
edits again to keep the
audience attracted.

7. Narrative
Narrative is sometimes used in music videos to tell a story. Whilst I
acknowledge some artist’s, in various genre’s use non-linear narratives, I
could not see a good correlation between lyrics and a non-linear narrative
whilst carrying out my research. I therefore decided not to go down that path.

8. Mise-en-scene-Location
JayZ ft. Alicia Keys-New York Sloozie- Rain Falls Down
In my music video I used various locations, however the most prominent is the one
above. If you look at JayZ’s video situated in New York it allows the audience to
recognise and even relate to the background. Despite the fact that my location is
not instantly known, it’s situated in Abby wood, East London, which was the
location used by the “Misfits” production. This atheistically pleasing image was
down to the lack of scenery in my preliminary, so I concluded that in my music
video the background should adhere to rap conventions of the streets, yet maintain
some elegance.

9. Breaking Conventions
Sloozie- Rain Falls Down Lil Wayne ft. Nikki Minaj-Knockout JayZ ft. Alicia Keys-New York
Sloozie is wearing a black coat, army style trousers and big black boots, this
fashion style is unconventional as many rap artists show their bling, cars, baggy
clothes and hats, JayZ on the far right adheres to these conventional and
stereotypical perceptions. Alternatively Lil Wayne’s song “Knockout” which is
also associated with the sub genre rock/rap, challenging these conventions as
he is wearing skinny jeans, a chain strapped to his jeans, and trilby.