In what ways does your media product use, develop or challenge forms and conventions of 

real media products?

In rap videos they usually use compositions where therapper is either far left, far right or dead

centre, and we’ve incorporated this into ourvideo as the subject is usually in these positions.

Also something you will always see in rap video is aparticular 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

our rapper does this similarly to current rappers. This body language is used to show confidence or emotion and emphasises the mood or

meaning of the song.

COMPOSITION &BODY LANGUAGE OF ARTIST

LYRICSIn the Genres hip-hop and rap a recurring convention is that often lyric related text of graffiti will appear in the music video.

We’ve included this convention in our video by using text on the lyrics that stand out in some of the verses our artist 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.

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.

TARGET AUDIENCEAlso 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.

DANCEFurthermore 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.

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.

EDITINGAnother 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

Locations and mise en sceneWe 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.

Camera MovementIn 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 dolly and 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.

EditingThe editing in rap videos is usually very fast paced and often cut on the beat, theydo this to keep an upbeat pace you can dance to and emphasize the beat to add anurban 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 peopleof clubs and dancing which goes well with the dancer.

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.