1. Allin NuhEvaluation 1: In what ways does yourmedia product use, develop orchallenge forms and conventions ofreal media products?

2. Media ProductsThe three media products we created are: A Music Video A Digipak A Magazine advertOur music video is a Hip Hop/R&B themed genre,so we had to use unique codes and put real lighton the artist. The codes and conventions wefollowed werent easy to go by as it wasdistinctive. 3. Types of Hip hop/R&Brepresentations in MediaWomen: Represented in a voyeuristic manor, where they tend to have lessclothes or more revealing clothing to be exact. They tend to worship money and love any man with a bit of money, thatis a extremely negative light on female as they seem to have theirindependence stripped of them. If you look at Lil Kim Lighters Up, she really does highlight all thenegative of Black females, as not only voyeuristic, but also violent.http://www.youtube.com/watch?v=X8l_0N8lLWYMen: Men are represented in a money hungry, jewellery loaded, violentpromoting way which is extremely negative and can be deemedoffensive to many people. They tend to wear a lot of jewellery to emphasise on how much moneythey have and how proud they are of it. They also look down on womenas objects and really degrade them in a huge manor. If you look at French Montana Pop That (remix), this really showswhere women stand in their lives, just as objects and nothing more.http://www.youtube.com/watch?v=X98HX5nbsCI 4. Conventions of music video (HipHop)Men in Hip Hop: Jewellery Baggy clothing Tattoos Sunglasses Jeans Gold Teeth (occasionally) TrainersWomen in Hip Hop: Minimal clothing Fake hair Jewellery A lot of make up Bikini (occasionally)Hip Hop music videos are usuallyexplicit and very violentpromoting stuff. Men arerepresented as the moresuccessful sex, where money ispower and women chase theman with money. This way ofthinking goes back to the 1950sItalian Mafia days where Hip Hopartists such as Rick Ross andJay-Z take inspiration from.2pac Keep your head up,challenges the stereotypecompletely were he looks towomen as inspirational figureheads and how all men camefrom a women, so they should 5. Setting the lightingOur Music Video Drakes Music VideoThe similarities between both music videos is that we are pretty muchusing the same lighting in certain parts of the music video. I think thisreally does show that this is a hip hop music video as it is not too brightand has a element of darkness in it, which again shows this is a hiphop music video. 6. ClothingOur Music VideoLupe FiascoMusic VideoOur Music VideoLupe FiascoMusic Video 7. General TheoryThis is where the lyrics establish a general feeling and a sense ofsubject rather than a meaning. The tempo of the music oftendrives the editing. The Genre might be reflected in types of mis-en-scene, themes, performance, camera and editing styles.Camerawork, has a major impact on meaning, the movement,angle and shot distance all play a part in the representation ofthe artist/band (for example the use of close-ups will showinferiority and importance). Editing the most common form isfast-cut montage, rendering many images impossible to grasp onfirst viewing, so ensuring multiple viewing. Often enhancing theediting are digital effects, which play with the original images tooffer a different type of pleasure to the audience. Intertextuality,not all viewers will recognise a reference which would not detractthem from their pleasure in the text itself, but if he viewer was torealise the reference it should increase the audiencesengagement regarding the product. Lastly exhibitionism, this iswhere the powerful independent female artists portray an imagewhere the woman is being sexually provocative and apparentlyin control of and inviting a sexual gaze. 8. Andrew Goodwins Theory Visuals illustrate, amplify or contradict the lyrics and music.Genres often have their own music style/iconography. Close-upsshould always be included. The artist/ band might want todevelop their own star iconography, which becomes their starimage. Voyeurism is a common theme within music videos.Intertextual references are also popular. Goodwin argues that thefemale performer is frequently objectified principally for displaypurposes, often through a combination of camerawork andediting with fragmented body shots emphasising a sexualisedtreatment of the star. Looking at our music video, comparing similarities with thistheory isnt really hard; In fact its pretty easy. Our music videodoes place emphasis on the main artist by using camera anglessuch as close-ups on the artists face and jewellery. A star imagewas definitely created with the main artist being involved in themain glamorous scenes. However, voyeurism is also shown inthe music video with the male lusting over the female. 9. Lyrics and Genre Lyrics: Once in loveStrongNow its long, long goneBecause the pain, pain, painI remain all aloneBecause I want you [Repeat: x2]I been thinking boutI been thinking boutI been thinking about you latelyThoughts take me to when we were closeAddicted 2 your love, feel I need another doseI know its a feelingThat should be long goneThings seem to come upWhen I hear our songGolden brown girl, it seem so longSince I heard your voiceWhere did the king go wrong? Lyrics: These lyrics arent very visual but more or less have a deep feeling of emotion and love instead of visuals andphysical motions. The audience should sense a type of emotion and love when listening to the lyrics, but the music isnt reallyslow and mellow so it would be difficult at the same time. Genre: looking at the lyrics, its obvious that the mis-en-scene has to create a heart throbbing and warm feeling in theaudience. This kind of feeling might bore young teenagers who arent really into all that lovey dovey stuff but maybe someelders in mature relationships or some who just got out of some might find this very interesting. Editing: the music tempo plays a huge part in the video; the cutting of the scenes is basically down to the tempo of the music.As the music is pretty fast in some parts, a lot of cutting has dominated in the music video. 10. Our DigipakWe added the red in ourdigipak to connoteslove and affection,consequently what ourgenre represents.As you can see, our digipak is prettySimilar to Rihannas Loudalbum/digipak. The use of red heavilyimpacts the cover of the whole digipakand essientally gives the viewer anidea this could be about love. 11. Digipak Album coverThe digipak front cover containsa picture of the both male artistsfacing opposite directions. If youlook closely, male artist 1 (CarloGambino) has his face a littletightened up, this suggests whatgenre he represents. Male artist2 (Jay-S) has his face slightlymore loose and relaxed, whichcould represent the R&B genrehe represents.When looking at the design ofthe album cover, it has beenheavily influenced by LupeFiasco & Trey Songz albumcover with both artists facing 12. DigipakDigipaks usually have a distinct structure, therefore meaning it was importantthat we followed that structure and kept it looking good but at the same timebeing unique. It was pivotal to have promotional material on the digipak so wedevelop our actual concept of promoting the artist, which was our original aim. 13. Magazine Advert 14. Conclusion (Music Video)How we used conventions: The main artist is wearing a baseball cap with lots ofjewellery which signifies the genre (hip hop/R&B) The use of special filter effects such as Crisp contrast andcold steel to make key scenes from our video look similarto real media products.How we challenged conventions: The female in video was completely modest and covered,this counter types the hip hop/R&B music genre asfemales usually tend to have little or no clothing. The male representation is also challenged were the malehas a really soft and subtle touch with the female,something you dont usually see in hip hop music videos. 15. Conclusion (DigiPak)Our digipak definitely had conventions of real media products. Theimages we used in the digipak were like real images you would see onany R&B Digipak, only the lady was more modest and covered up. Theimage of love was definitely there when the couple are hugging andposing happily togetherThe colours we used had a big impact on it and made it way morerealistic and love like. The red connotes love which again is linked backto the R&B genre and the Black connotes sophistication which can belinked back to the Hip Hop genre.Structuring the digipak was important and most digipaks you comeacross have the same structure, which is why we followed the basicstructure to keep it as real as possible. 16. Conclusion (magazine advert)It was important for us to make the main artist, CarloGambino, look as good as possible and thats exactlywhat we achieved here. The digipak uses conventionsof real media products, the colour scheme is the sameas the digipak and some parts of the music video too.We added logos such as HMV and iTunes to make theadvert look more realistic and serious. This helps uspromote the artist and the song much better.The British flag in the background is there to show thatthis one artist is representing a whole nation, thereforetrying to get the whole nation behind him and supportthis brand new artist.