2. CODES AND CONVENTIONS
I started off by looking into the hip/hop and rap genre by researching music videos and album covers and
analysing them. I wanted to create a video that would challenge some what the viewer is used to but,
overall stick to as many of the codes and conventions within the genre, to make the video recognizable
to the viewer, hopefully meaning they will more easily be able to identify and relate with the video.
When applying Lacan’s Mirror theory says a person recognizes their identity in the mirror and begins to
consider how other people perceive them. Laura Mulvey, a british feminist, develops this further when
relating to a feminist theory of the silver screen. How the media (film) works almost like a metaphorical
mirror, reflecting representations of the viewer back to the viewer.
My goal of creating the music video in the style I did was to take the artist out the mainstream spotlight
and help brand to the underground or what hip/hop fans may refer to as ‘real’ or the ‘core’ of rap. I did
this my making it appear as if you were following him on a day out of his normal life and there happened
to be a camera which he was performing for, as appose to the idea of a staged music video, with special
effects and rock band style props, that keep the artist fan base strictly mainstream. His lyrics are what
you would expect from an underground style of rap how ever the artist is branded in a way that appears
the opposite. I chose to use central London environment as location for the video to help incorporate
the idea of being ‘on the streets’, naturally carrying on with his day. I wanted to create a natural feel to
the video so I chose not to use any additional lighting and relied on shop signs and windows as a source
of light during the construction of the video.
3. CODES AND CONVENTIONS
I chose to use a handheld style of recording and not to use a tripod, because all of the
scenes were including movement (walking around) and also to hint that it was a coincidence
they began to record the video. This will help the audience open up, accept and realte to
the artist, raising the chance they will watch the video all the way through, like and enjoy
the video, causing them to purchase the single/album and share it with others. This style of
shot and almost continuous journey, is not often seen within the genre and a convention I
intentionally broke.
However the main theme and style of a traditional rap video remains. The artist is the main
focus and all attention is on glorifying the wealth of the artist, using locations props. Such as
the luxurious hotel at the beginning, which implies this is were he has been staying and to
the expensive clothing store, that can afford to purchase items from. As well as the iconic
gold jewellery around his neck and arms. These are subtle but effective in making the viewer
recognize this is a hip hop video.
With the digi pack, the front cover is of the artist in a dark room with a bright light behind
him. This represent the current position of the artist, stardom and fame, literally the
spotlight is on him and how he came from a dark place (the underground street rap) and how
this video, incorporates features from both styles. Aswell as having good visual effects, the
light appeared like a moon behind in the dark sky.
