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After choosing the chosen genre for our production I began to research previous music videos that surrounded that specific genre. This was done in order to understand the conventions that were typical of the Hip Hop and R&B genre. This included looking into the costume codes, shot types and props that were prevalent in a range of different artists of this specific genre. The main artists that I decided to look at included the likes of Bryson Tiller, Chris Brown and Trey Songz for inspiration. From this we were able to compile a list of typical conventions and then choose what we would be conforming to and subverting from.

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Album name: I decided to use the album name in my magazine advert this was so my magazine advert could have a clear I direct link to my Digi Pack. This is very conventional of magazine adverts of my chosen genre as companies want to make it as easy as possible for their albums to sell. By me putting the name of the album in a large typography it would enable it to stand out to my target audience and encourage sales.

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Typography: I decided to use a sans serif font – by using this font it challenges the normal conventions of a magazine advert for the genre of Hip Hop and R&B as most of them seem to use a serif font. This is as the genre of Hip Hop and R&B is seen to be a softer genre, for this reason they typically use a softer font. However, as my artist also has elements of the Hip Hop genre I wanted to make it feel more masculine to appeal to my target audience. This is similar to the magazine advert font of Jessie J's album.

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Artist image: the image of the artist on the front cover of my magazine advert is looking directly at the camera this form of direct address is very conventional for my genre of magazine advert. However, in order for me to develop this convention I decided to make the image slightly darker. This would help in terms of showing the darker side to my artist and makes him look very intriguing. It also has connotations of him coming out of the shadows and as Hakim is a new artist this is very representative of him showing the audience the type of artist he is.

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Typography: I decided to use a sans serif font – by using this font it challenges the normal conventions of a magazine advert for the genre of Hip Hop and R&amp;B as most of them seem to use a serif font. This is as the genre of Hip Hop and R&amp;B is seen to be a softer genre, for this reason they typically use a softer font. However, as my artist also has elements of the Hip Hop genre I wanted to make it feel more masculine to appeal to my target audience.

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Colour scheme: The colour scheme that is used is based around the colours black gold and grey. With the genre of Hip Hop and R&amp;B being a very diverse genre. There are a range of different styles of Digi packs. The main convention seen however has an element of a dark colour. These colours include black and dark red. In this way, I conformed to the conventions for my genre as I decided to use the colour black this is because I wanted to use the cover of my Digi pack to represent his masculinity. This would help his target audience to connect with him as they would feel as if they want to be as masculine as him. The colour gold also has connotations of being a winner and coming first this transpires in my artist as he wants to be seen to be the best.

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6 page insert: I decided to create a six page insert to go in the inside of my magazine album advert. This is conventional in almost all Digi Packs no matter what genre. However, I wanted to challenge the conventions of a 6 page insert for my chosen genre. This was done by instead of my creating a booklet full of lyrics for each song. I decided to create a booklet where Hakim explained each of his songs and what they mean both to him and in general. This was done as Hakim is a new artist I wanted him to make his audience feel as if they had a personal connection with him. This would make my target audience understand him more and encourage them to be loyal to him.

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Parental advisory logo: almost all of the album covers of my chosen genre includes a parental advisory notice. This is done both for legal reasons and as it entices and younger audience to want to buy it especially if they think it is ‘bad’. For both of these reasons I decided to conform to this particular convention. This is because the songs of my chosen genre can sometimes be seen to be quite explicit. In relation to my target audience which is young teenage males this logo makes them feel as if the artist is very ‘cool’ making them want to be like him in a way and look up to him a someone they want to be like.

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Track list: I wanted to include the track list as it is conventional for my genre of artist. However, I wanted to develop it by using editing techniques to make it stand out. Most of the track list seen previously for example in the album artwork of Drake’s Views was very simple. However, I decided to use a dark gravelly background to make the yellow writing stand out and also use lighting to further emphasise the words. This convention was developed as I wanted to make sure that my track list stood out to my target audience enticing them into it.

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Locations: From looking at a variety of music videos from my chosen for example Trey Songz heart attack and Byrson tiller don’t. We found that one of the main conventions was to use a range of different locations both inside and outside. To some extent we were able to conform to this particular convention by using a range of different locations. These locations included a bridge and a park. Despite this we also wanted to challenge this convention by not using any indoor locations. This is due to the fact that we wanted the locations to represent the narrative of the story and show him as finally being free from his bad relationship. By using outdoor locations, we were able to achieve this.

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Opening scene: Much like the music video for ‘Mad’ – Neyo we decided to create an opening segment that consisted of a speech particularly an argument between our couple. This is not conventional of R&B music videos as a whole but in order to give our particular music video an extra edge we decided to continue. We wanted our music video to almost appear cinematic and by creating an opening sequence we were able to do this. Allowing our music video to be effective by way of giving the audience something to remember.

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Editing techniques: Due to the fact that the song that was chosen was a very fast song we thought that using on beat editing would help to add intensity and excitement. This in fact challenges the conventions of a normal music video from my chosen genre. This is due to the fact that many from this genre use slower editing to show the suffering of the artist. Despite this as I developed my narrative, this worked very well. However, to make sure that my music video did still resemble that of an R&B music video I wanted to make sure that I used similar editing techniques to that of existing music video. Thus, helping me to conform to conventions. Some of these editing techniques included Black and white editing and the use of slow motion as seen in Chris Brown’s music video for ‘don’t think they know’. The reason we decided to do this was to ensure that my target audience could still recognise the conventions that we were presenting.

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Narrative: The genre of Hip Hop and R&amp;B is one that can be considered quite diverse. However, by looking at a range of music videos from this genre it was clear to see that the overall conventions of this genre were to have a narrative of love and heartbreak. We were able to conform to this convention by basing our storyline around the idea of love. However, we wanted to develop this by not only showing love and heartbreak but also the stage after this. This is because as Hakim is a new artist we felt it important to show as much of him as a person allowing him to start to build his fan base. By showing him also moving on it presents him to his target audience as being a strong role model giving them something to aspire to.