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Introduction

In this presentation I will be evaluating the planning, production and feedback of our music video. I will be making comparisons and constructive criticisms within this essay to show my understanding of this project answer the 4 main questions.

Pre-ProductionWe began looking for an instrumental to vocal on and was going through a lot of up-tempo hip hop tracks. Then we came across a beat used by French Montana and decided to use that.

Then we went to the studio and made the track, a week later we decided that the video should have a bright London theme to symbolise making it in this world and ‘living it large.’

The track was made and was called ‘When we make it’ by Krysis ft Crucial & Phantom. We started filming shots in Central London to fill in certain spaces within the video. Without these shots the video wouldn't have been as bright and atmospheric

We then started to film the important parts of the video, which was shooting the artists. Our whole concept of the music video was going to be about opening doors to better places and we were going to use transition to support that effect. But unfortunately, it was too ambitious and we didn't have enough time to do it, so we stuck to the simple road.

In what ways does your media product use, develop or challenge forms and conventions of real media products?

In our research, it seemed as though a number of hip-hop videos portrayed shots of the landmarks of which they reside. This was to represent their hometown and where their from. Doing this would immediately catch the target audiences eye because it would be something similar and interesting.

Alot of the videos had shots of the artist either in the studio, walking down the road, or against a wall, so we decided to use those shots and make it our own. Having shots of the same artists in various places will show more atmosphere and diversity of the video than being in the same place all the time. This video needed to be something that the audience wouldn't take their eyes off.

This studio shot in this screen

shot is what inspired us to

use in our video

The Truth Behind the Shots

In this shot, it is pointing upwards to the artist to represent status and to also support the line he says which is ‘the whole worlds below me like its a Krysis Hegemony’

In this shot, there is a time lapse effect to also support a line which is ‘because of those f***ing cameras that's scoping us down’. So this was to try n replicate the quality of a simple CCTV camera

In this shot, it shows one of the artists faded into a shot of the ground, this is to reflect off the line which is spoken at this part which is ‘ill be in my backyard staring at the ground’

We try to represent the genre in many ways such as, jewellery, clothing, hand gestures etc...

This was to signify not only the stereotype of hip-hop but a symbol for the main artist who Is called Krysis

This is to represent how bright London is by reinforcing the meaning of the title

This shot is common in certain hip-hop videos. A shot of the mixing desk

Since the song was Krysis featuring Crucial & Phantom, we felt as if we need to get more shots of Krysis than the others to show who the lead artist was. In normal rap videos the lead singer tends to be the person most seen in each shot. It is to show status and relevance towards the song

A shot of the artist getting in a car is frequently used within hip-hop videos

In hip-hop music videos the artist nearly always has a chain to represent money or themselves. The letter ‘K’ is to represent Krysis as the Lead Artist

Hiphop videos tend to have shots of nice places of their town to represent beauty and sophistication

Hiphop videos also tend to have shot on a road where it tracks you walking and rapping at the same time

How effective is the combination of your main product and ancillary texts?

What have you learned from your audience feedback?

How did you use new media technologies in the construction and research, planning and evaluation stages?