In what ways does your media product use, develop or challenge forms and conventions of real media product?
I have chosen 2 genres to research on, which are RnB and Hip-Hop. I've chosen them genres because i think that nowadays the music industry has been more dominated by these genres. Although the music industry is mixed, i think that Hip-Hop and R&B has the edge. Some may say that these 2 genres are completely similar but both have its difference, for example: In Hip-Hop it’s more drug/crime related; however in R&B the drug/crime influence is limited. I've chosen R&B as my main genre to avoid controversy and the topics of drugs (my teacher did not seem keen on these issues being used) Hip-Hop conventions tend to be quite negative and I felt that R&B would be more appropriate.
R&B would also give us more variety of editing choices e.g. a slow track would have smoother and longer editing whereas in an upbeat track the editing would be faster and more effects can be used and both type of tracks can be used in R&B. In modern day videos like ours, most are located in cities to show the artst as successful and modern, and ones that are set outside are ones that are sang softly e.g. Nelly – Just A Dream (set in the beach).
The artist usually wear hoodies and if not a hat with only a few showing their hair, not forgetting a lot of jewellery. In our music video we used nearly all of the conventions you’ll see in modern day R&B/Hip-Hop videos. For example the locations where in the city of London and costumes worn were typical clothing worn by R&B/Hip-Hop artists, as well as jewellery. However majority of videos in this type of genre would involve voyeurism, but we decided to subvert that because of the artist we chose and the people we’re showing this to. Imad, our artist didn’t want
voyeurism in the video as he didn’t want people to think of him like that and also he didn’t want to use girls in such ways to promote the video as he thought it’s only included to get a wider audience.
Location was not a hard decision because where it was located, was area’s all of us visit every now and then. Living in London makes it easier for travel, and we’re also familiar with the locations. Waterloo was chosen because it’s seen as a romantic place where couples usually visit. Canary Wharf was shown so the audience is familiar where the setting is, and because Canary Wharf is an iconic figure of London we decided to show it. Another iconic figure of London used was Tower Bridge, and this was chosen because we visit the place a lot and know the place inside out, also looks good
in the video with many places to visit that surrounds Tower Bridge, places like Southward (place with the multi coloured lights and speedy cars). Because we couldn’t choose a copy right song, it was difficult for us to find a decent track. Having a friend that records music, we decided to use him. His music also appeals to the audience we want to target and its arguably the genre which dominates the music industry. Our artist, Imad, is quite dark (no offence to him) and when you see on TV, most of these artists are dark, although he is Bengali.
Most narratives in R&B and Hip-Hop music videos are about girls, for example they’re in the look for a girl, partying with girls or about your girl. We chose to follow these because there aren’t many other narratives on these genres. Although it was quite straight forward to briefly come up with the narrative, it was difficult how we were going to do it. Because the lyric of the music wasn’t specific, it could’ve been about anything about a girl, and we came up with a lot of ideas. Finally coming up with the final idea where it would be suitable and simple but effective. Most the conventions we used should appeal to the target audience which is young teenagers.
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