A2 Media Studies

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

2. THE PURPOSE
• My advanced portfolio was to create a music video in which I chose within
the genre of Hip-Hop/Rap. This required research to take place into this
genre in order to understand what needed to be included into my music
video.
• The main purpose of a music video is to be able to visuals the lyrics to the
song or to see the artist perform it in order to create a closer bond with the
audience. This also gives the audience an element of entertainment.
• After my research was complete, I was then able to start planning my music
video in detail such as the narrative, story board, location, and
representation of my artist and also the ancillary products to ensure I was
creating a full campaign.

3. MUSIC VIDEO INFLUENCES
• These music videos were main influences to
my group, as these are from the same genre of
music which gave us ideas on how to use,
develop or challenge the conventions.
• Drake – Over
• Drake – Marvin’s Room
• Rihanna – We Found Love
• Neyo - Mad

4. CINEMATOGRAPHY
From my research I found that in the Hip-Hop/Rap genre there were mostly
close-ups and medium shots to ensure the artist was the main focus of the
music video. Dyer supports this due to his theory on ‘star image’. Therefore, I
was able to use and develop this convention by using similar shots in my own
music video. This is the main influence I took from using these shots:
On the left image, is the
close up used in my own
music video, and on the right
image is the close up used in
Drake’s music video to his
single “Over”.
On the left image, is the
medium shot used in my
music video, and on the
right image is the
medium shot used in
Drake’s music video to
his single “Over”.

5. CAMERAANGLES
From my research, I found that the artist tends to be captured through low angles
suggesting he is of higher authority or a canted angle where the artist is not directly
looking into the camera. This suggests that the artist has power and is able to express
this through these angles to the audience as he does not even need to pay attention to
the audience. I used and developed this as it enhanced the star image of the artist
significantly and is also conventional to my target audience.
On the left image is a side angle where
my artist is not directly looking into the
camera which expresses a canted shot is
used and developed following the
conventions of a Hip-Hop/Rap music
video. On the right image, in Drake’s
music video ‘Marvin’s Room’ he is also
viewed using a canted shot suggesting
his power where I was able to gain
influence from.
On the left image a low angle is used and
developed in my music video following the
conventions of a Hip-Hop/Rap music
video. This expresses the artist with more
power as it makes his body language look
much more confident, and the fact that he
is looking down at the camera suggests
the audience is inferior to his status. On
the right image a low angle is used in
Drake’s music video ‘Over’ where I was
able to gain influence from.

6. MISE EN SCENE – LIGHTING AND COLOUR
From researching into the lighting and colour in Hip-Hop/Rap music videos, it was
evident that colours like black, white, grey and warm oranges/gold were the most
popular within this genre. Also, I found that the lighting in this genre is usually low-
key or top lighting focusing on the artist. I used and developed this convention with
similar lighting and colours to enhance star image and create the right atmosphere
for the genre.
On the left image is my
music video where the
warm orange/gold colours
are used similar to the
image on the right where
it also shows the same
colours in Drake’s music
video “Marvin’s Room.”
On the left image is my
music video where the
low key lighting is being
used similar to the
image on the right
where it also shows low-
key lighting in Drake’s
music video “Marvin’s
Room.”
On the left image I was able to
challenge conventions of my genre
as I included bright blues and
whites creating high-key lighting
which is not conventional to the
Hip-Hop/Rap genre.

7. MISE EN SCENE: SETTING
From my research into the Hip-Hop/Rap genre, I found that settings such as plain rooms and
bedrooms were mostly used. I was able to use and develop these conventions by using similar
settings. I decided to shoot certain scenes in the bedroom as this is where the flashbacks
would take place of an intimate moment between the younger version of the artist. I also
decided to use a plain black room as this is where the main performance is takes place and
also creates mystery behind the artist. This also diverts the audience attention into just
focusing on what the artist is rapping about rather than being distracted with the narrative
etc. I also decided to use a plain room however, add projection on top of the artist. This was
done to resemble what is going through the artist’s head which is confusion as he is
reminiscing on his younger years. For example, the projection of cars driving suggests he is
searching for answers and the journey of the car is able to resemble the journey of the story
he is telling the audience. Also, the projection scenes of LA links to the lyrics of the song
where he states “One time for my LA sisters” suggesting his strong link with the place.
Therefore, by including these ensured me to use and develop conventions.

8. MISE EN SCENE: FACIAL EXPRESSIONS AND
BODY LANGUAGE
From my research, I found that the facial expressions of an artist from the Hip-Hop/Rap
genre is usually quite serious. This is because the artist is rapping about something
personal to him, in this case is his younger years when he used to like a girl, however she
was playing him. This suggests the serious face rappers tend to portray. Therefore, I was
able to follow this convention in my music video by making the artist perform serious.
Also, the body language of an artist is usually quite confident as rappers from this genre
tend to believe that they are powerful enhancing their body language into a more confident
artist. Therefore, I was able to follow this convention by making my artist sit or stand
upright to suggest power, and even slightly dance in order to show that they’re interested
in the music and want to actually perform the song to the audience. From this, I was able
to use and develop the conventional facial expressions and body language.
The image on the left is taken
from my music video where
the artist looks extremely
serious, similarly to the image
on the right which is from
Drake’s ‘Over’ video, where
his facial expressions are also
serious suggesting I have
used and developed this
convention.
The image on the left is taken
from my music video where the
artist is moving around quite
confidently with his arms up in
the air, similar to Drake’s music
video ‘Over’ where he is also
standing around confidently
with his hand in the air
suggesting I have used and
develop this convention.

9. MISE EN SCENE: COSTUME HAIR
AND MAKE-UP
From my research, I found that the most conventional outfits from the genre are
quite plain and for the female character there are less clothes and the make-up is
minimal excluding the bright red lipstick which could suggest the female being
‘sexy’. In my music video I was able to use and develop these conventions as I
made my artist wear a plain white t-shirt portraying innocence as he is
reminiscing on the time when he got hurt. Also, I was able to use and develop
these conventions as I made my female wear minimal clothes in order to follow
Mulvey’s Male Gaze theory.
In the left image is my
female character
wearing a shirt being
represented as quite
‘sexy’ which I was
influenced from
Rihanna’s music video
to ‘We Found Love’.
In the left image is my
main artist wearing a
plain white t-shirt
expressing his
simplicity and
innocence which I was
influenced from
Drake’s music video
‘Take Care’.

10. EDITING
From my research, according to Goodwin, the
editing of the video should match the beats of the
song. I was able to use and develop this idea by
matching the beats of the song to different edits in
order to keep the audience engaged. My song was at
an average pace however did speed up at times in
which the editing got much quicker. For example,
the song gets faster in a particular area in which I
was able to use fast editing in this particular bit.
This suggests I was able to use and develop this the
convention of matching the pace of the music to the
edits.
Moreover, I was able to use the 3D prism effect to
enhance my artist’s star image and entertain the
audience further. This was used and developed on
certain areas such as the main beats of the song, to
enhance the music also.
Furthermore, I was able to use a overlay with an
invert effect on top which also enhances star image.
This is also used on the beats of the song in order to
emphasise the actual song with the artist.
Therefore, I was able to use and develop
conventions to the Hip-Hop/Rap genre as these are
seen constantly within the genre.

11. SOUND: HAVE YOU FOLLOWED
SOUND CONVENTIONS OF YOUR
GENRE AND HOW?
• Overall, I believe I have followed sound conventions as I
was able to follow Goodwin’s theory on matching the
pace of the music to the visuals as well as matching the
lyrics to the visuals. Therefore, I was able to use and
develop these conventions when creating my own music
video.

12. THEORY - GOODWIN: USING,
DEVELOPING AND CHALLENGING
CONVENTIONS
These are the key 8 factors Goodwin believes are present in
the majority of music videos:
1) Genre characteristics – I was able to use and develop the
genre characteristics of the Hip-Hop/Rap genre as my artist
was wearing jewellery and also smoking which is
conventional to the genre.
2) Relationship between lyrics and visuals – I was able to use
and develop this through visualising the lyrics e.g. “One time
for my LA sisters” where LA is projected onto him.
3) Relationship between music and visuals
4) Star image motifs
5) Notion of looking - Female character dancing around
6) Intertextual references - Uncle Phil and Bush
7) Performance, narrative or concept based? Performance and
narrative based, as he lip syncs the song and also shows a
narrative of him when he was younger.
8)Technical elements

13. THEORY - DYER: USING,
DEVELOPING AND CHALLENGING
CONVENTIONS
Stars and construction - Artificial Image
Industry and audience - Make money
Ideology and culture - Cultural values to share
Character and personality - Audience feel closer to their lifestyle
• I believe I was able to use and develop this theory as I followed the
convention in representing my artist as a ‘star’. This is due to the industry
and audience, where my artist is seen as a commodity due to his unique
values and beliefs influenced from the artist’s rough childhood. My artist’s
character and personality enables the public to feel closer to their lifestyle as
he is constantly engaging with them through social media websites.
• Also, my artist is typical to popular culture as he is seen as attractive and the
ideal male that the young females will be interested in. He is also portrayed
as what other males should aspire to be like setting a certain image to the
public applying to Dyer’s theory on stars and construction.

14. THEORY - ADORNO: USING,
DEVELOPING AND CHALLENGING
CONVENTIONS
• Adorno argues that the popular culture is created for the masses
in order to influence mainstream values and reinforce them into
society.
• My music video appeals to the masses as I chose the Hip-Hop/Rap
genre where the target audience is mainly working-class which
suggests that they can relate to the narrative and artist.

15. THEORY - HEBDIGE: CHALLENGING
CONVENTIONS
• Hebdige’s theory suggest that there are subcultures within
society who have there own set of norms and values. Due to
this, depending on the subculture, the genre of music will
differ. For example, ‘Punks’ may identify with Rock music.
• Hebdige’s theory does not apply to my music video as my
target audience does not have a specific target audience
where a subculture is formed. Although, ‘thugs’ or
‘gangsters’ may be linked to the genre of Hip-Hop/Rap, they
are not subcultures and therefore, does not apply to my
music video.

16. THEORY - MULVEY: USING,
DEVELOPING CONVENTIONS
Overall, I believe that I was able to use and develop Mulvey’s theory within my
music video. This is because I was able to portray my female character in a
sexualised way due to her costume, make-up and body language. The female
character’s costume is tights with just a jean jacket suggesting that she is barely
wearing anything portraying the sexualised idea of women as they are being
represented as ‘sexy’ and ‘attractive’ as the audience is focused on their assets.
Also, in another scene of the music video the female character is wearing just a
shirt this time, exposing her legs and a bit of her chest. Moreover, her make-up is
minimal however, the character is wearing bright red lipsticks which connotes the
idea of being ‘sexy’. Additionally, the character’s body language is quite relaxed
where she is dancing around and occasionally singing along, again portraying the
idea that she is careless and is seen as sexualised.

17. DOES MY ANCILLARY PRODUCT USE,
DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS
• When researching, I viewed many different existing digipaks
and adverts in the genre I chose which was Hip-Hop/Rap.
• I identified the important features of both in order for me to
follow these. I ensured that my main image followed the genre
by focusing the digipak and advert on the artist. I also
ensured that the lighting and colours were warm or dark
mostly which matched my music video. I also ensured that my
typography matched the style and genre by making it the
artist’s handwriting as rappers tend to make music which is
personal to them. I also ensured that the overall layout was
conventional to the genre.
• Therefore, I believe I have used and developed forms and
conventions of real media products when creating my digipak
and advert to complete my campaign, along with the music
video.

18. DIGIPAK
On the left image is my digipak I created whilst on the right is
Drake’s digipak I gained influence from. I used and developed these
conventions as there are warm colours like oranges and browns,
along with low-key lighting to accompany this. Also, the typography
is the artist’s handwriting which was also conventional to the genre
as it suggests how personal the album is to the artist. Moreover, the
main focus is the artist image, although the artist isn’t looking
directly into the camera this suggests the power he holds in which I
used and developed this from Drake’s digipak. Therefore, I believe I
have created a conventional product to the Hip-Hop/Rap genre.

19. ADVERT
On the left image is my advert whilst on the right is Drake’s advert. I
used and developed the conventions as again there were warm colours
used where I gained influence from. Also, I was able to follow the
convention of the artist looking away from the camera expressing power
and authority. Also, my artist has a serious facial expression and the
main focus is him on the advert. Some of the typography is in gold which
is conventional to the Hip-Hop/Rap genre. Therefore, I believe my advert
is conventional to the genre.

20. CONCLUSION
• Overall, I believe that my product as a whole campaign
is conventional to the Hip-Hop/Rap genre. This is
because as well as my music video being conventional
through colours, themes, typography, star image etc, my
digipak and advert also accompany this. Therefore, I
believe my campaign as a whole is conventional to the
Hip-Hop/Rap genre.