Firstly I have chosen to display ways in which our music video uses forms and conventions of real media products. My first example is from Kanye

West Feat. T–Pain ‘Good Life’

• As you can see from the Kanye West music video, I was

influenced to use the typography appearing on the screen idea.

This uses the conventions of the kanye west music video but in a

way it challenges its own genre of grime. This is because the

typography is quite bubbly and cartoony whereas, grime videos

are usually quite gritty and rough.

• For example in comparison to my music video Ghetts ‘Artillery’ or ‘Trained to Kill’ are much more

dark sided. I will display this below.

• It is evident here that usual grime videos have a gritty, crime-appealing element. However my music video

totally contradicts that element.

• This video also conforms to a lot of stereotypes to

young black males. Young black males are commonly

stereotyped as gangsters, so by wearing a balaclava

conforms to that stereotype as people usually wear

balaclavas when partaking in a criminal event.

Secondly I am going to display another example of where my music video uses forms and conventions of another real media product. This next example was not taken from a music video, it was taken from a

film called ‘8 mile’ starring American rap artist Eminem.

• This image of the rap battle in ‘8 mile’ displays that I was influenced to use this idea in my own music video. As you can see the person who has the mic is the one who is currently rapping, whilst the other individual is listening and thinking of what to say as a comeback. Luckily we had a mic, which allowed us also to use this technique. You can also see from the ‘8 mile’ battle that there is a big crowd. This is because in the film the trap battle was a big event therefore, many people went to watch it live. However as there weren’t ant superstars in my music video I couldn’t get a crowd as big as the one in ‘8 mile’ therefore I made each artist arrive with their crew.

This is the rap battle from my music video. As you probably noticed the two front guys are the same person. I done this by

researching how to clone on youtube, I then found out and applied it to my video. Like the ‘8 mile’ video you can see that

the guy with the mic is the person who is currently rapping (he is just about to start).

Finally I also used forms and conventions I saw in a music video from an artist called Kano, the music video

is called spaceship.

• This is a clip in ‘Spaceship’, which highly influenced me. Unfortunately I never had the technology to carry this out exactly as planned therefore, I had to make a few tweaks to my project. In my video there is a part where the artist Fudge says “positive, negative”. At this point I wanted to do what Kano done in the photo above but instead of a red tint I wanted it to be normal on one half and have the negative effect on the other half. Below I have left pictures of how the final cut came out as an alternate to the Kano technique.

This is when he says ‘positive’. This is when he says ‘negative’.

• As you can see it looks like the same image but with one edited. This is because he says “positive, negative” in the same line therefore he hasn’t changed he’s body positioning yet.

Developed• In our video as well as uses we also developed forms and

conventions of the genre. This is evident in the mise en scene we used. The artist were dressed in casual clothing, for example Mars wore jeans, trainers and a sweat shirt, there are also scenes where he is wearing a red and blue chequered shirt. This subverts against conventions of the genre because grime artist are usually dressed very informally for example, tracksuits. The way I dressed my artist also subverts against stereotypes because young teenage boys are quite often put into a category of dressing very informally and getting involved with gangs, but in my project I contradicted the stereotypes. We also showed development of mise en scene by using sweatshirts to promote the name of the album ‘read between the lines’. In many cases a picture is 1000 words therefore, I will leave a picture of my music video in comparison to grime artist Ghetts.

This is a picture of the costume used in my music video. As you can see the clothing is casual.

This is a picture of the costume used in Ghetts video ‘artillery’.

Read Between The Lines top.

Challenged• The artist challenged the forms and conventions of the genre by writing lyrics that

have a very positive message. The song is about friendship, which is a positive subject. This subverts against the genre because usually grime artist are quite negative and talk about violence or crime. Once again I will use grime artist Ghetts as an example of writing violent content in comparison to the artist that I have used. Here is the chorus of ‘Friends Forever’ “where was you before, we share memories galore and I’m prepared for more, to tackle any shore. Your problems are mine so stand by me and trust me I’ll be your friend forever and ever and ever” If you read this you can see this is an extremely positive message to spread. However the chorus of Ghetts ‘Trained to Kill’ goes like this; “you want me to die, but I’m alive, you wont survive if you aint on my side, you don’t want to war, I’m trained to kill”. This clearly shows the contrast of the two artists.

• I also challenged the forms and conventions of the genre by filming in vibrant

locations. This again is another subvert of the genre as grime usually filmed in dull dark lighting. For example Ghetts video ‘Artillery’ is in some sort of dark warehouse however, the ‘Friends Forever’ video was filmed in numerous vibrant locations such as canary wharf, waterloo. Below are pictures from both videos.

• Ancillary texts are an important aspect of a production. All the ancillary text help to promote your product and it is essential that they are all relevant to each other. Ancillary text consist of the following:

• Music video • Digi pack• Poster• My ancillary texts are effectively combined through specific components. I used the

mise en scene to create effective ancillary text, for example I used props to promote my music video. Firstly I used the ‘read between the lines’ logo on all of my ancillary texts. I did this to promote the name of the album, which the single ‘friends forever’ had come from.

• The second most noticeable component on all my ancillary texts is the typography. On all texts are a variety of cartoony fonts, in various colours. This is very eye catching to the audience and also links to my primary audience audience.

• There were also small props such as Fudge’s era caps and Mars’ chain. In order to have some aspects similar to the grime genre I had Fudge in an era hat in all ancillary texts. However this is quite challenging to the genre as Fudge is a young white male, whereas Mars is a young black male, but Mars has much more casual attire. This technique was done to subvert against stereotypes. Stereotypically the young black male would be dressed informally, however I did not want to conform to the stereotypes of the genre.

• Mars’s chain was also used to conform to the components of the grime genre. It is common for grime artist to wear a lot of jewellery, however I did not want to portray Mars as a thug, therefore I had him wear a thin necklace.