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How we implicated this

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How we implicated this

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I believe that our group both challenged and supported the conventions of a UK rap/hip hop music videos.

From watching various videos we established that the typical location for videos of this genre is flats areas which are local to the artists home area and flats so we decided to shoot in the barbican which resembles flats found in urban vids which properly expresses the themes which we are trying to present  and because slap squad is a east London based group we shot in Dalston which is a local area to the group which represents the artists background and allows the audience to get a deeper understanding of where the artists are coming which could lead to a better connection between artist and audience and in the process it could help us to further refine our target audience to those from the hackney borough.  The St. dustan area was originally supposed to give our video a contrasting scene for our video to give our video a more classier look however the shots we ended up using only added to our urban theme as the shot on the wall for marz' verse resembled other hiphop tracks where artists performed on a wall and also it is stereotypical to find 'hood' youths posted after school.

The costumes used for our video supported the conventions of a video of our genre in which you would expect to see hoodies caps and jewellery. This juxtaposition is expected in  the life represented by an rap/ hip-hop artist who can afford to have pricey jewellery but still wear hoodies and caps. Our most iconic prop was a grey goose bottle which is a prop commonly found in these types of videos in which the artist wants to flaunt their lifestyle to the audience so they can both get a second hand taste of their life and also try motivate the audience to try be successful like them.

The reason why I believe that our video challenged the conventions of the rap/hip - hop genre is because it is expected to see a lot of women who are objectified and placed in the video to support Mulvey's theory that women are the submissive and only appear in videos to please the dominant male however we avoid this by not having any women in our video.

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Transition through hand movements

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The Section Boyz video was an influence for us especially for the one person verses as combination of the close up shot and static camera movement gave our video more unique scenes

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The Chip video was an inspiration to us as we found the use of the canted angle shots and tilted angled camera interesting

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How we implicated this

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Vernallis was a music theorist who's ideas revolved around the difference between music videos and film she described how music videos do not use continuity editing but rather obvious edits which keeps the videos fast paced and exciting and also draws more attention to our artists.

Our music video is also closely linked to Carol Vernallis' theory on music videos for instance in terms of structure she stated that a base track is used frequently to give the video structure which we also use throughout. And there was a clear imbalance between narrative and performance as you can see that our video was completely performance based so there is no narrative to complete or resolve.

Carol Venallis found that the general rules of continuity editing are broken to attract more attention to whats happening on screen, editing to the beat and melody instead of for continuity Our camera moves in time with the music's beat which made our jump cuts more effective and the scenes more interesting

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Example of 4th wall being broken

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Example of closure

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Promotion of other products

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Our video is directly linked to Goodwins theory for many reasons; one being that all artists in the video break the fourth wall repeatedly, maintaining the audiences attention and appealing to our artists on a personal level by allowing them to feel like they're in the video giving them a sense of escapism. Another reason is that the video has recurring images reflective of the choruses, like the shots where Denzel (Bodunrin) is in front of a wall singing in a blue jacket which is seen various times. Also towards the end of the video we have a group scene we're all seen dancing and the video ends with a transition to black which gives the video a sense of closure just as Andrew stated which puts an end to all the repetition seen throughout the video.

He also described the relation between song and video which can be illustration (where the video supports lyrics of the song), amplification (the visual images support the lyrics and add layers of new meanings), and disjuncture (there is little connection between visual imagery and lyrics or the images contradict the lyrics). Our video was a illustration type video and follow's the conventions throughout our videos as our actions/body language are products of the lyrics for example during our first verse Wretch 32 says "whole team full circle" and marz makes a circle with his fingers which helps to make the lyrics more effective and also in the second verse we hear Tribez say "give a bottle to them" and we see him hold a bottle towards the screen. The bottle shown is a Grey Goose bottle which supports Goodwin's theory that sometimes music videos promote other products.