FC: IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE FORMS OF CONVENTIONS OF REAL MEDIA PRODUCTS?
1: By Lana Kheder
2: Elements of editing that were used in my music video 'Are You?' included dissolve transitions and the tint effect, which were commonly found in existing rap videos such as Eminem- When I'm Gone and Yungen- Rapstars (above). I believe that dissolves are very appropriate and effective when there is a change of subject in what the rap artist is rapping about. For example, in my video during the third verse when the final line is delivered about the artist's motivation to prove people wrong that disapproved of what he does there is a dissolve between this and the next line which goes back to the chorus being about 'the ends'. Therefore, my video uses transitions in a conventional way to differentiate between narratives in the video. The tint effect was conventional to the rap genre in the sense that its limited, colours wise and it is quite dark. This connotes a serious and elegant tone, which is important as rap videos are stereotypically supposed to deliver serious & significant messages, which our artist is shown doing in all our studio scenes and the tint effect sets these scenes apart from the rest of our video, making it unique, in contrast to genres such as Pop and R&B music, Rap is less colourful and playful.
3: An element of cinematography that was used in both my music video and in rap video Eminem- Bezerk' was low angle shots. Low angle shots evoke a sense of the rappers superiority as rappers tend to appear larger, dominant and strong. This is important for rap videos because rappers stereotypically want to create an image for them self that is serious, making their character appear feared enough that nobody messes about with them. This image creates a strong message to their fans that may make fans believe in the artist and his/her lyrics more because of how powerful they come across in their music video, making them a person people might aspire to be.
4: Close ups are a very important element of cinematography that appear in many real media texts such as Dr Dre- Kush, Snoop Dogg- Boss Life & Rick Ross- Stay Schemin', which are all rap music videos. The purpose of close ups of is to show the person facial expressions, particularly the emotion on their face while they are talking/ singing/ rapping/ posing. In my own music video there are several close-ups of the artists' face when they passionately rap and sing within the music video. However, close- ups are also useful for making the audience become familiar with the artists faces, which is important as for promotional purposes, audiences need to be able to recognise the artists face in order to purchase their media products, such as their album.
5: I conformed to the forms and conventions of rap as typically within the rap genre, artists promote their wealth through materials that are particularly expensive. The way that we portray the concept of a luxurious & wealthy lifestyle is by putting our artist's in Ralph Lauren and Stone Island clothing. The purpose of the car is for a similar reason to show that the artist can afford to travel at his own expenses, even at such a young age which has been achievable through his successful career as a rapper. This creates the idea that the artist is self-reliant and can afford pricey items. The use of mid-shots allow a view from the waist up of the artist, so that the audience can clearly view the designer brand logos, and also this makes the artists aspiring figures for viewers as viewers will adore and aspire to have the dream lifestyle that our artists have. | Elements of mise-en-scene that our music video uses is props such as the Fiat car, and costume such as the designer label clothing both artists appear wearing in the mid shots above.
6: Laura Mulvey coined the term ‘Male Gaze’ in 1975, believing that film audiences have to ‘view’ characters from the perspective of a heterosexual male. The way that the male gaze works is by the way the camera lingers on the curves of the female body. The male gaze objectifies women and puts any the viewer in a position where they must experience the narrative secondarily, by identification with the male. (The images below are real existing media examples [Snoop Dogg- Boss Life & Schoolboy Q- Man of the Year] of women being perceived through the 'male gaze' within rap music videos) | I intentionally subverted from including elements of the male gaze within my music video, hence the absence of females because I believe that it can look very demeaning for women and its only purpose would serve the pleasure of men, which I think could be done in a better way without women appearing in a derogatory way.
7: Elements of mise-en-scene that I conformed to was the use of locations in London and the streets of Hackney. The reason I used and developed these forms and conventions of rap music videos is to create something old school that the viewer is used to and will recognise. But also something that is refreshing to see like the shots of Liverpool Street station that we used towards the end of our video, which subverts to typical locations seen in rap videos. | The images above portray the gritty brick walls around estates and blocks around Hackney, connoting life in the streets, in the ends which relates to the subject of our chosen song. It links to real media texts such as Fazer- Pound Cake Remix (right) because of the similar location on the streets and the blocks. This creates a realistic portrayal for audiences as Both our artists Alibi & Jibz represent their ends- where they were born and raised, likewise Fazer does the same- in that sense I have conformed to the idea of belonging and representing the area your from through the various locations in London, Hackney that appear in my music video.
8: From real existing media texts | From my music video | Flashing effect from my music video | My music video has scenes that speed up, which suit the fast tempo verses in my chosen track 'Are You?'. Real existing media texts that also use time lapse scenes are 'Krept and Konan- Don't Waste Time'. Similarly, the rap song is up beat and the fast tempo of the lyrics match the fast tempo of the sped up clips of the vehicles on the road. The sped up scenes from my own music video are effective, suitable and appropriate. I also used the 'flashing' effect on a few occasions throughout the editing stages of my music video, particularly scenes that involve CCTV cameras, in order to make that specific shot stand out, whilst placing emphasis on the idea of the police watching out for our main artist Alibi', also reflecting his lyrics "feds sight me".
9: Real existing media texts: K-Koke- Deep Struggle, and Justin Timberlake- Rock Your Body | An element of mise-en-scene I decided to conform to was making my main artist (rapper) appear masculine in baggy and dark clothing. Which is a contrast to the featuring artist (singer) who appears in a similar costume, however also in some white clothing, which is similar to what existing singers wear in their music videos such as Justin Timberlake. On the other hand, Alibi is dressed in dark colours such as black and navy which connote a more serious tone and make the figure appear more powerful and masculine, whereas the singers appear more calm and soft. The contrast of the costumes between Alibi and Jibz in a few scenes are done for the purposes of presenting our main artist and rapper, Alibi, in a more darker light, conforming to existing stereotypes such as K-Koke.
10: Conclusion Ways that I conform to forms and conventions of real existing media texts - Having a variety of close up shots, mid shots and low angles - A range of effective transitions and effects such as dissolve, tint, speeding up clips and flashing - Gritty locations that represent the ends - Artists are wearing stereotypical dark and masculine clothing, also designer (promoting wealth) Ways that I subvert to forms and conventions of real existing media texts -Not having elements of the male gaze included in my rap music video. - Shooting in locations that are not stereotypical for the rap genre such as Liverpool Street station