Research of Chosen Genre

Mac Miller - Nikes On My Feet

In this hip-hop music video, typical genre conventions are met in that there are several low angle shows in order to make the artist appear large and powerful, this is used in a wide range of hip hop video's as it is generally a genre which involves a lot of boasting and bragging, and therefore the artist is aiming to appear as important and significant as possible. Moreover, I really think the technique in which the artist knocks on the camera in tune to the beat is especially effective, and I plan to employ something similar in my own music video.
This technique can be seen here-

Furthermore, smoking is something seen in several rap/hip-hop media texts in an attempt to clarify that 'cool' and anarchistic attitude they are trying to portray. This video is not different in this sense, and this can be seen here-

Moreover, the portrayal that rappers have a lot of money and tend to brag about it in a deal of their songs is evident here as the rapper is filmed simply flicking through a handful of dollars. This would seem completely irrelevant in other genre's of music video, but because this is a hip-hop video and it is expected, it almost goes un-noticed.

Also, you can see that throughout the shooting of this music video, it is rare that there is any kind of warm lighting used. This is because a typical genre convention of a hip hop video is the idea of dim lighting, and living a gritty lifestyle. This also goes a way towards explaining the urban scenery typically used in order to portray their anarchistic qualities.

Eminem - Lose Yourself

In 'Lose Yourself' there is a combination of performance and narrative, as scenes from the artist's movie '8 Mile' are incorporated within.This video is particularly interesting as it hits a lot of the genre conventions expected, but does them in an interesting way which would help to captivate and intrigue and audience, for example, typical urban imagery is used but it is done in a way which is not expected.

For example, in this shot, (which is set at the beginning of the video and establishes the whole context of it) the typical city view of graffiti infront of a wall is not used like we have seen in other music video's, but a bird's eye view of the whole city has been used to bring a different representation, possibly suggesting that though it looks beautiful on the outside, it has a much more gritty truth the deeper you delve.

 

This is re-enforced when seconds after this extablishing shot, another shot of the 'street life' is used, but a panning shot is used and so it appears that the audience are physically driving around the street's of Detroit at this point. I think this is a very effective technique and helped to draw my attention to the music video, and so I plan to employ a technique similar to this in my media text.

Again, in this video, low angle shots are used in order to glorify the artist and make him appear powerful. Furthermore, the dim lighting that is used in almost every shot of this music video emphasises the dark underbelly of the hip hop culture. We can also see that again the artist is wearing a hat, which he is in several different scenes in this music video. This is a genre convention of hip-hop and is seen throughout several rap media texts. Typically it would be the baseball cap as a representation on the hiphop culture, however the 'do rag' and wooly hat are used in this scenario.

 

I compiled some hip hop album covers in order to get a general idea of what I may have top create for my ancillary task. As you can see, it is particularly common for close ups to be used on album covers, and also the colour pallets range, however there is a general feel of a bold and bright statement being made, this would typically be used to assert the dominance of the artist. Furthermore, there are masses of fonts which are used, and although graffiti is common in order to portray the typical anarchistic qualities of a rapper, basic and minimal writing is also used on more than one occassion. My research suggests that this could be to force all attention to the artist, and to avoid distraction from any kind of display on the cover. I did some research into graffiti fonts to explore what would suit my album cover, but furthermore, to discover what I presonally liked, and thought worked with the image I was trying to create for my artist. There are some I found..

 

These would be found in all kinds of media texts which derive hip hop connotations, from films, and magazines, right through to album covers and posters advertising particular hip hop artists.

Goodwin's Theory

Applying Goodwin's Theory to Drake - Headlines

'Music video's generate certain genre characteristics'

Typical genre characteristics of a hip-hop/rap video are:

Expression of Rich/Poor (Money)
Expensive Clothing/Costume and Props
Graffiti or Urban Scenery
General feel of anarchy
Dark Lighting
Quick Cuts
Smoking & Alcohol
Low angle shots to magnify performer
Voyeurism - The objectification of women

'There's generally a link between the lyrics and the visuals' 

This shot shows the artist, centred typically in the centre of the shot in order to make him dominant and force the focus upon him. At this point in the video, the lyrics read 'Those my brother's, I ain't even gotta say it, that's jus' somethin' they know'. This suggests that the men gathered around him are his friends, and this therefore signifies the link between the lyrics and the visual representation of them. 

'There is generally a link between the music and the visuals'

At this point in the music video, the rapper 'Drake' is pictured in front of several range rovers, a stereotypically expensive car, also one which is famously popular amongst modern day rappers. The backing beat at this point, and throughout, is relatively upbeat and connotes wealth and happiness, this therefore is a representation of that wealth.

'A record label would demand an amount of close-ups of the artist'

Throughout the song, close ups of the artist are frequent. This is demanded by the record label in order to help the video appeal to its audience's demographic and show a recognisable figure that an audience will be able to relate to.

Chosen Track

listen to ‘for brady’ on Audioboo

My first thoughts on this track are that it sounds quite gritty and serious, and so although it isn't American Hip-hop, which I have analysed so far, the genre conventions are completely relevant and fit well, with UK Hip-hop and Rap also. It conveys quite a set in stone message of hard work and determination brings achievement, which is quite a positive signal for Hip-hop artists to be sending out. It is known that within my chosen genre hard work is appreciated as it is typically appealing to a working class audience, although many rappers are currently rich, very much middle class figures in society, it is accepted that their origins are very much working class and so that 'grafting' quality that rappers convey is appreciated and respected amongst rap fans.

Music Video Research

1970's

This video consists of performance, by the band, and some basic narrative which is parallel to the song lyrics. The video makes relatively frequent cuts between the band and the actors in the video, but tends to avoid making them on certain beats, which brings an un-predictable edge to the music video, as it fails to fit into a particular pattern. There is a lot of focus on the lead singer, and similarly on other members of the band when their particular instrument becomes predominant. This goes hand in hand with the fact that there is also a portion of focus on the actual instruments being played. This makes the video recognisable to its audience, and easy to relate to for people who enjoy music of this particular genre. Furthermore, the 'zoom' effect is used a lot in this music video, as it puts emphasis on particular shots, such as the one used to enhance our view on the lead singer. I would conclude that it appears to be a rather low budget music video, but this is expected considering the time period in which it was made (1970's) and possibly taking into account that the basic narrative method was used in order to create ad simple, yet effective, and easy to follow storyline.

1980's

However, in this music video by Michael Jackson, there are many camera cuts on the main underlying beat, and this is relatively consistent, predominantly at the beginning of the video, but also throughout at particular points. This creates the effect that the video is in sync with the music, and therefore makes it all the more visually stimulating and intriguing throughout. The opening to the music video is completely narrative, and it is not until about one third of the way into the video that it becomes mainly performance based. Moreover, what is interesting about this video is that it is shot as one continuous scene, and it does not jump away from the narrative storyline we are set up to follow much like many other music video's tend to, it almost creates the implication that it is being shot like a scene from a movie, although there is a lot of focus on the performer (Michael Jackson) throughout. Additionally, it is intriguing to see how effects have been used in this media text, as there are sections where the screen is divided into three parts, and pauses are adapted in at particular moments. This could be in order to boast Michael Jackon's dancing ability and highlight it, but I also think it has been incorporated in order to visually stimulate its audience. Bearing in mind the fact that Michael Jackson was a global superstar at the time of this video, it would have been particularly high budget to shoot in regard to the time era, and so therefore it is interesting to see how the use of effects in music video's and generally media texts overall has changed and become much more of a priority since the shooting of this video.

 1990's

This is an interesting video, as although the typical mise en scene, particularly costume and setting, creates the depiction of any stereotypical 'gangster rap' media text and suits all of its genre conventions, it goes on  to add wit and shows a degree of intelligence and humour within the making of it. For example, the way that the cuts are used whilst showing a boy playing some kind of orchestral musical instrument creates the idea that he is playing the main beat to the song before its first verse has begun. Of course, as an audience we understand that he is not in fact responsible for the sound we are hearing, but nevertheless it brings a humour-us edge to the music video. In addition to this, quick cuts are made throughout the entirety of the video to match the quick and up-beat tone. This video consists of performance and narrative, and what is interesting is that they are edited so the narrative is portrayed in black and white, whereas the performance, although they are quite bleak, is shown in colour. Also, the music is dominant to the song, and the video has been constructed around the song in a way that even without the sound, you can establish the general tempo of the song. 

Introduction to Music Video Course.

My task during A2 media this year is to create a music video to a professional standard. I'm going to be researching different media texts and analysing the representations I can draw from them in order to achieve my purpose of appealing to a specific audience (dependant on the musical genre) and creating an authentic looking music video.