- The video uses conventions found in rap music videos such as compositions with the artist in center frame, body language expressing confidence through hand gestures, and lyrics appearing as graffiti text. - It connects lyrics visually by having people mimic the lyrics "One, Two, Three" and the artist wearing a shirt that says "Get Fresh". - While incorporating typical elements like a range of locations, fast editing, and camera movement, the video challenges conventions by portraying a happy atmosphere in realistic settings rather than an exaggerated wealthy lifestyle.

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

2. In rap videos they usually use compositions where the
rapper is either far left, far right or dead
centre, and we’ve incorporated this into our
video as the subject is usually in these positions.
Also something you will always see in rap video is a
particular body language the artist uses whilst they're
rapping, they make lots of hand gestures and arm
movements as a form of expression and the in our video
COMPOSITION &
our rapper does this similarly to current rappers. This body
language is used to show confidence or emotion and BODY LANGUAGE OF ARTIST
emphasises the mood or meaning of the song.

3. LYRICS
In the Genres hip-hop and rap a
We’ve included this convention in our
recurring convention is that often lyric
video by using text on the lyrics that
related text of graffiti will appear in
stand out in some of the verses our artist
the music video.
raps. We’ve tried too use text suited too
the lyric, for example in the freeze frame
below, the text robot has a futuristic
font, therefor suited to the lyric robot.
We use white and black backgrounds
(made with a green screen) to emphasise
the lyrics. Additionally the body language
of the rapper is used to emphasise the
text, as the lyrics come on screen when
he points forward and also when we shot
the rapper side on, the text appeared to
come out of his mouth as if from a speech
bubble.

4. LYRICS & VISUAL CONNECTION
In relation to Goodwin analysis, there could be a relationship between the lyrics and
the visuals, Our song does not have a strong narrative but in the chorus he raps
'One, Two, Three if you want to get fresh like me' and in our visuals we’ve included
clips of people in London, putting up there fingers in time to the 'One, Two, Three'
and also our rapper wears a jumper which says 'Get Fresh' on it which shows a
connection to the lyrics.
Because body language is a strong aspect in
rap music videos, you will often find that the
rappers make visual gestures that symbol the
lyrics.
This is a freeze frame from the video
irreplaceable by Beyonce. Here she mimics
the lyrics to the left by pointing to the left.

5. TARGET AUDIENCE
Also the age group of the people who
perform in it stays similar too the target
audience and the fashion is current as
people watching a music video will
typically like to see people of there own
age and aspire and look up to them.
Additionally the landscape
and backgrounds are
typically rural and modern
city areas which you will
find in young rap artists
videos.

6. DANCE
Furthermore dancer's are a
convention typical thing to
see in a rap music video, and
we've included a young
dancer, dancing to a fast
tempo which goes with the
upbeat song.
We used flashing lights in the
background to go with the
beat and make the song seem
upbeat and emphasised the
dancing.
Dancing in music video’s Is used to encourage you to think it’s a song you can
dance to and therefore a song you would play at a party to or listen to in a club.

7. CONNECTION BETWEEN ARTIST AND
AUDIENCE
'Tinashe' our rapper appears continuously in our
video rapping so that it is clear that he is the artist,
which would compare in current rap music video's as
record labels demand close-ups and single shots of
the star/performer as their music is branded on the
artist as well as the sound.
The rapper also sings into the camera engaging the
audience, as if he were too sing to them.
Here the rapper actually points to
the camera and raps making eye
contact with the camera. To the
viewer it appears as if the rapper is
pointing and rapping to them, which
engages the audience and makes a
connection between them. This is
done so the audience feels included
in the performance and as a result
feels a connection to the artist.

8. EDITING
Another convention of rap videos is
the widely assorted editing, they use
layering, split screens, reversing clips
etc.
We’ve used split screen vertically and
horizontally as we wanted to
incorporate a wide range of editing
techniques to keep the video
entertaining. Another technique
we’ve included is layering and fading
two clips together.
This is sometimes used to emphasize the
beat or to add interest to the video.
Sometimes a split screen is used to show
two different scene’s happening at the
same time.
On the left we see a still from a music
video by the artist drake, there we see
three different perspectives of one
location, which is interesting for the viewer

9. Locations and mise en scene
We have used a wide range of backgrounds in our video, of which includes green screen backdrops, a
dance studio, a basketball pitch and scene’s in London ranging from tourist sites too more urban
locations.
In the footage we shot in London, we wanted to include central
city life with shots of the rural run down side of the city.
Its a contrast which shows variation and gives viewers an insight
into what people could perceive as the rappers lifestyle and on
gives the audience something they can use to relate to the artist.
It is also a convention of rap music videos, where they usually
show the lifestyle, or a version of someones lifestyle and use this
as a type of narrative and the usual types of lifestyles shown
would be an exaggerated version of a wealthy lifestyle or a
underprivileged.

10. Camera Movement
In music video’s they very often use a lot of different types of camera movement to add
effects and also so the viewer feels like they are be taken into the video as they feel like the
camera motion is directing them to the video.
In the still below I used a dollyand directed the camera to approach the subjects and pass
them keeping the camera pointing at them, as if I were a passing them looking at them. I
used this shot as it appears to be point of view and engages the audience.
In rap videos they often use point of view shots
to make the audience feel like they are in the
video and experiencing what the artist has as
their lifestyle. As rappers are often branded on
having an extravagant lifestyle.

11. Editing
The editing in rap videos is usually very fast paced and often cut on the beat, they
do this to keep an upbeat pace you can dance to and emphasize the beat to add an
urban feel to the song.
In the background I used images I’d made in Photoshop behind our dancer, and these
Images were kept on screen for a split second to create a flashing effect.
I use this because flashes remind people
of clubs and dancing which goes well
with the dancer.

12. Challenging the conventions of rap
In rap videos the themes that a majority of them will
portray is either showing an expensive lifestyle that the
viewer is supposed to be desirous of or a moodier
narrative of someone who was brought up in an rural
bad neighbourhood. And this is something the we and
the artist Chiddy Bang have challenged by creating a
happy atmosphere but using realistic locations where
listeners will be familiar with rather than creating
worlds that the target audience will probably never
have experienced.