Media A2 Evaluation question 1

1. Question 1 - In What Ways
Does Your Media Product
Use, Develop Or Challenge
Forms And Conventions Of
Real Media Products?

2. What is a music video
 For our A2 coursework, our task was to create a music video, my music video was
from the Hip-hip genre featuring G-eazy. I was expected to create a music video
completing; research, planning, production and evaluation. This process allowed
me to gain new knowledge and skills, as well as creating a new music video music
video. As well as creating a music video, me and my group also had to create a
magazine advert and a digipak that goes along with the music video. By doing this,
I was able to use, develop and challenge forms of conventions, I also used real life
products to help me create a conventional music video. I believe that my music
video was successful and it did cover similar conventions of a Hi-hop music video.

3. Music video influences
 JayZ is a artist that has influenced me to create a Hip-hop music video because he is very
passionate in his music videos and this is shown by the way he dresses and the way he
expresses his characteristics while actin in his music videos, the ay he dresses illustrates that
he has a fun and passionate personality which this also relates to my own artist. Kanye West is
also a popular Hip-hop artist which I have researched about, in his music videos he is
presented as a relaxed artist, this is shown from his body language.
 I think that using, developing and challenging conventions of real media products as helped me
to create a very successful music video as in my music video, the artist is presented as a calm
and relaxed people, this is shown by the way he acts in the video. My artist is also relatable to
Kanye West as my artist doesn't show that he's too happy in the video a his facial expression
shows that he is a mature and intelligent person.

4. Cinematography – shot angles
 After researching into exiting music videos, I saw
that most of Jay Z’s music videos consist of
close ups and straight cuts. This allows the
audience to understand more about the narrative
better as there will be different shot angles used
up to create a montage which also interests the
audience. In my music video I used a lot of close
ups as it allows the audience too see the artists
facial expression clearly. Close up shots allowed
my audience to feel connected to the artist as
they feel like the artist is making eye connect
with them. Using Jay Z’s music video as a real
media product helped en to understand how my
artist could achieve a Hip-hop audiences
expectations. While filming our music video, we
also used planning shots which is a conventional
shot that Hip-hop artists use in their music video.
Using this shot allowed the camera to be flexible
and follow the artists in any direction. This was
very effective as Jay Z also used this type of
shot in his music video as it allowed him to be
more flexible s he could walk and sing to the
sing without using nay other hosts to create the
video.

5. Cinematography – camera
angles and positing
 I referred to use low angle shots as this shot is
conventional in Hip-hop music videos, in a low
angle shot the artist is shown singing down at
the camera. This develops a connection with
the audience as it looks like the artist is talking
down at them, this shot also represents the
artist as a strong person because in Hip-hop
artist are usually males which this is a
serotypes but male Hip-hop artists are
presented as successful people.

6. Mise en scene – lighting and
colour
 During our production I used high
and low key lighting because low
key lighting created a intense
atmosphere in the music video and
low key lighting is conventional in
Hip-hop music videos as in
Eminem’s music video's, he also
uses low key lighting, which allows
him to be presented as a masculine
character. Using this idea allowed
my artist to develop conventional
characteristics.

7. Mise en scene – setting
 My music video was shot in four different locations, this allowed me to present the
artist as a conventional Hip-hop artist because stars such as E-eazy shoot his
music video's in different locations which gives him the freedom to act the way he
wants. This also gives the audience an insight of what the artists may be like. For
example; we filmed some shots in a filming studio which allowed us to use and
challenge E-eazy’s idea as well as he also filmed his music video in a filming
studio.
 Locations such as; house, streets, car parks, filming/ music studios are common
locations that Hip-hop artists shoot their music videos because these are the
locations that they usually hang around at.

8. Mise en scene – facial
expression and body language
 Hip-hop artists are usually presents a relaxed
body language as their back is always leaning
forwards. This means that their audience are
people that like to feel chilled out. My artists
body language shows that he is a very relaxed
person and this is conventional to Hip-hop artists
because Eminem also shows his emotions
through his body language. Eminem's facial
expression also shows that he is angry or
serious about what he is doing in the video.
using this to develop my knowledge and skills
allowed me to make sure that my artists facial
expression show that he was serious and
relaxed at the same time.

9. Mise en scene – costume,
hair and makeup
 I researched about conventional
clothing that Hip-hop artists wear
and from my researching's I found
that most Hip-hop artists wear
casual and comfortable clothing as
they are always moving around on
set. Kanye West is known to be
very casual in his music videos, e
usually wears; a plain t-skirt,
trainers, hoodie/ jacket and
expensive jewelry. These clothing
items resembles a conventional
Hip-hop artist. Using Kanye Wests
clothing styles helped my artist to
be recognised as a Hip-hop artist.

10. Editing
 We used different editing techniques because
although we wanted our music video to be
conventional, while researching I found that
most Hip-hop artists di nit use a range of
different editing techniques. This is why I
choose to use more edits in my music video as
I wanted it to be different for my audience.
Goodwin’s theory was also used when was
was editing as we used intertextual references
which was shown at the end of the music
video, e.g. the artist on a magazine cover.
Another, intertextual reference that my artist
showed was, when he was in a meeting and in
the music video he is promoting his own
album. This is a reference to his own life.

11. Does my product develop or challenge forms
and conventions of real media products –
Theory specific
 Richard Dyer – star image
 Andrew Goodwin – characteristics of a music video
I used theory to use, develop or challenge conventions of hip-hop music videos.
Using theory helped me to produce a conventional production because I focused
on two theories which was’ Richard Dyer and Andrew Goodwin. Richard Dyers
theory helped me to make sure that the artist is presented as a successful
person, as in Hip-hop music videos the artist is presented as a rich individual that
is concentrated on his career. Furthermore, Andrew Goodwin’s theory allowed me
to challenge conventional characteristics of a music video.

12. Richard Dyer
 Richard Dyers theory was used in my music
video as he believed that star image should be
used in music videos. That why, in my music
video I made sure that I show my artist as the
main focus so that my audiences is
concentrated ion him. At the end of my music
video, the artist appears on a magazine cover. I
have used Dyers theory to make sure that I
present my artist as a successful person. As
Richard Dyer believes that the artist should be
presented as a successful individual as the
audience looks up at the artist.

13. Andrew Goodwin
 I have also considered Andrew Goodwin’s theory while filming my music video
as he believed that the artist should show conventional characteristics. E.g.
Hip-hop artists always uses intertextual references in their music videos. I
believe that my music video has uses and challenged Goodwin's theory and
does include genre characteristic as this is shown by the way my artist is
acting. Hip-hop genre characteristics includes the artist to show that he Is
relaxed and he is concentrated for his albums to be successful. my music
video also does include the relationship between lyrics and visuals, as my
artist is singing out successful then he shows his own album cover. My music
video does challenge Goodwin’s theory as he believed that a music video
should be, performance, narrative or concept based. Therefore, my music
video is narrative and performance based as the character is showing events
from his life, he is also illustrating dance moves which is conventional to the
Hip-hop genre. My music video does use star motifs because the camera
lingers around the artist which then allows the audience to be concentrated on
him only, this means that the artist is the main and only focus in the music
video.

14. Using real media products -
digipak
 I researched into real media digipaks, Hip-hop
artists have used to promote their music. I really
like Kanye Wests album (image on right) because
its conventional to his music, as the way he
dressed in the picture shows that he is a
successful artist. I found Kanye West’s album very
interesting because it was conventional to the hip-
hop genre as the way he is dressed shows that he
is the leader as he is very successful. I decided to
use the colour old because it shows fame and
indicates the richness of the artist.

15. Using real products –
magazine advert
 I used Jay Z’s magazine advert to develop my
knowledge and skills, in order to create a
conventional advert. I think that I have created a
advert that follows conventions as it is very unique.
For his magazine advert, he used objects to
illustrate his album which is very interesting as it us
different. For my magazine advert, I decided to use a
cartoon background that shows a city, from this the
audience should understand the fame of the artist
and how popular he is. Both adverts include
important information such a release dates, key
singles and also how music formats that the
audience could use to download the song.