The document discusses how a media product, specifically a music video and its ancillary tasks, utilizes and challenges conventions of rap music videos through various visual techniques. It details the use of close-ups, tracking shots, and costume choices to reflect the artist's emotional state and background, while maintaining a cohesive visual style. The analysis also highlights the significance of location and the strategic absence of a female vocalist to create mystery, adhering to genre expectations.

1. Q1 – In What way does our media product use, develop or challenge forms
and conventions of real media products?
Task: Select 10 stills/ images from your Music Video
and the 2 ancillary tasks. Annotate each one of
them in Photoshop or Powerpoint to indicate which
conventions you have used at which point.

2. This still displays a shot
where we have used a very
close up angle, this is a
convention seen in many
music videos performed by a
single artist as it makes them
the main focal point of the
video and allows the
audience to see the
expression on the artists
face, it also follows another
convention of rap music
videos as it displays the
emotion of the artist through
both the visuals and the
lyrics. This is used
throughout our video when
the artist is rapping a verse.

3. These stills display how
we have used
tracking/panning shots to
follow the artist and
further show them as the
focal point of the video.
This is another
convention seen in rap
music videos where the
artist is followed around a
certain area by the
camera to show a sense
of progression and the
camera cuts between the
narrative of the song and
the artist performign the
lyrics.

4. The digipak we created mainly focuses on the artists appearance and what Pane
represents in his music, through his costume both in the video and on the album cover. We
wanted to created a clean image of the artist but at the same time display the gritty
background he comes from by including his the name of his hometown inside the
digipak, the images are actually from the area Pane is from also so that also implements a
sense of pride in his fans and him as an artist not forgetting where he came from. The
costume we selected for the star to wear both in the video and on the cover of the digipak
was chosen to represent the genre and kind of style associated with the genre and Pane

5. We have used the same theme and
colours for our Digipak and
Magazine Ad to create a clean
consistent image through out our
work, we chose these colours to
show the sense of darkness within
the song but also a sense of class
with the gold writing and font. The
song is very sad and deep which is
shown through the slow Dubstep
beats in the song and we have tried
to present this through the aesthetic
of our 2 ancillary tasks by exhibiting
the artist looking ‘moody’ and
unsettled. A common convention of
rap videos is that the meaning of
the video/song is really exploited by
being exposed in the album cover
and magazine advert.

6. A variety of angles through out a video is a convention of rap videos and
we have displayed this with the use of the rotation/stop motion shot we
came up with. The camera circles the star as he is staring at the same
point to display that he really has something on his mind because he
does not look happy. The shot involves a variety of different angles at
slightly different distances but are all generally medium to close up
shots, its really effective and is commonly something seen in other rap
videos to show every aspect of the star at any one given point in the
video.

7. Artists in this genre like to show of the type of clothing they like to wear, we have
displayed this convention by introducing the visuals with a tracking shot of the
stars shoes which has also been cut to beat to which gives a good effect on the
viewer and really attracts them into the visuals. The shoes in the frame are also
common to the genre and a sort of icon within the genre itself as they are worn
by many rap artists, generally in the past but still seen in many videos.

8. Throughout the video the start is performing for/into the camera as if an audience is
in front of him. This is a convention of rap videos as rap is genre dominated by
individual artists as opposed to groups so it is important for that artist to be in touch
with his fans and know what they want and give it to them. We have tried to do this
with the artist solely performing for the camera.

9. Many rap songs nowadays include a guest artist on the track very commonly a
female one to vocalize the chorus of the song while the main artist has a break from
rapping the lyrics as the verses can sometimes be very long. It is also common
throughout the genre for this female vocalist to not be seen in the actual video and
creates a sense of mystery around the artist especially if the they are to break
through as the viewers want to know what the artist looks like so the video is almost
teasing the viewer. The song we chose includes this and we decided to try and
create a sense of mystery around the females artists appearance by not including
any females in the video.

10. Rap music can also be conveyed through the location of where videos are filmed. These
locations are usually dark places, with a gritty background and they are set in a lower
social-economic environment. Examples of these could be roads with dark
lighting, council estates, recording studios, car park with little lighting. We were not able
to film where we would have liked to due to weather problems and travel issues so we
had to film a lot more locally than we had planned but we tried to interpret the area in the
way we wanted to as much as we could.

11. There are also long shots that focus on the
background and locations of where the artist is
shooting the video. Also there are pan and ariel
shots which can be used to represent their power
and also give a view of the surroundings. We have
done this with the long shots of the surrounding
trees of where we were filming our video.