EVALUATION

QUESTION 1

There are many ways in which, my products use, develop and challenge the forms and conventions of real media products. 

Our theme was 'UK/British artist' and we chose two British rap artists. Their videos are supposedly set in urban/ghetto locations along with jeans or tracksuit type clothing. Fast camera movement assisted by fast artist movement and speech is what the british rap industry is well-known for. We used these but developed them in certain ways.

Vernallis' theory is all about jump cuts and effects. She believes that the narrative can be disjointed and disconnected to the visual images itself and could appear in fragments. I have followed vernallis' theory with the narrative link to the visual images because it is more entertaining and grabs our specific audience in easier. 

Vernallis' camera movement theory also applies to our video because the camera movement is in time with the lyrics. This gives the video an easy on going flow that isn't disrupted with cuts in between.

VERNALLIS' THEORY

GOODWIN'S THORY

Goodwin's 'notions of looking' theory is something we followed up on because we've portrayed the artists to make it seem as if they have little hope. They also look troubled and affected by their past lives. This is shown through their facial expressions and their body language.

On the other hand, we have challenged Andrew Goodwin's 'lyric & visual' theory. Goodwin believes the lyrics should make constant references to visuals on screen. I have however, placed the placed the cutaways on with the lyrics by disconnected fragments.

My base tracks were set in an urban, abandoned location surrounded by trash and greenery. This was supposed to infer that these young, up and coming artists are surrounded by worthless things but still have a chance to make it out. The greenery was supposed to represent the little hope that my two artists had.  

LOCATIONS

CLOTHING

The clothing my artists wore were used as a form of convention from real media products. My artists wore all black and this was meant to symbolise death in my video. The singer in my video however, wore a white t-shirt and this is because he was representing heaven as the track is called 'the other side'.

I was influenced a lot by the video above, 'Krept & Konan - My story'. I was at that video shoot so I know how it was filmed and the techniques that were used on it which, made it much easier for me in production for my video. I really like the narrative and effects that are used in this video. I applied similar effects in my own video. The editing and camerawork from this video is very impressive. The whole video is filmed with high fps and is slow motion throughout. There are no performance shots, only a narrative.

My ancillary and advertisement are very conventional because of the clothing used in the images and the font type. I haven't used funky or hip-hop style text, instead I used plain & simple text like every other rap album has used. My artists are wearing all black in every picture on the album which goes back to our theme, so this shows we have selected and stuck with a theme.

DIGIPAK & ADVERTISEMENT CONVENTIONS

In conclusion, I have challenged and used forms and conventions of real products. However, I have used more than I have challenged. The theories of Goodwin and Vernallis were both applied to my project as I believed that both combined together will make a stronger combination than only one theory.