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By having the camera fixated on his face, it allowed the audience to decode through his changing facial expressions that he is being controlled by something inside of him and that he is struggling to overcome it. This is also emphasised through the use of the black and white filter which shows Good vs Evil. The colour white connotes innocence and black portrays death. We also used a variety of angles to show the differences between his normal self and alter ego. We used a high angle shot when he was in a normal state to show how defenceless and weak he was. We used the low angle shot on the alter ego character to show his authority and power over his normal self. This clearly showed the differences between both personalities therefore it was easier for our audience to understand. The audience can decode that there is a battle occurring because the angles are going back and forth. We used a close up on his face to show the anger of his alter ego and put this on our magazine advert to show to our audience that it won't be pleasant story and that it won't be suitable for all ages. This is also emphasised through the use of the black and white filter which shows that it will be a dark eerie music video and narrative.

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Through the use of editing, we incorporated range of clips from real media such as a skeleton cartoon and a moving image of a parental advisory logo. We used Barthes’s theory of semiotics because these clips used send a sign to the audience. It foreshadows that something bad is about to occur in the video therefore they can try work out what it is making them more active.  The atmosphere of the video became much more eerie as it was transitioning into the final verse because we reversed the clip of him struggling to take off the handcuffs. This was effective because it helped reinforce to the audience that he is restrained because his alter ego. We created a music video that showed an innocent artist the same age as the audience going to war with his alter ego. The binary opposite of Good vs Evil was implemented in through the use of fast paced panning shots leading up to an enraged facial expression and then quickly cutting away to a frightened facial expression. This showed the contrast between the two attitudes and made the story easier to decode. We also emphasised the evil mind of his alter ego through the use of extreme close ups on his hand that had the numbers “666” written on. This shows that he is committed to the devil’s ways reinforcing his danger in the music video. The use of a sudden extreme close up on his hand built up the tension and alerted the audience of what an evil specimen his alter ego is making them scared of what will happen next. We also used a close up of his normal innocent self, wearing handcuffs to connote that he is trapped inside his own mind. Through the use of editing we made it more evident when his alter ego was attempting to take over as we changed the skin colour of his body to red. Red is also another colour that connotes evil, suffering and death therefore it was suitable for the narrative.

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The narrative of the music video is about Tyler the creator and his alter ego. He is confused about who he believes he is and his alter ego is telling him one thing while he says another contradicting himself constantly. This builds together a narrative where the audience has to listen to the lyrics closely and pay attention to the artist’s actions in order to understand the story of him being in a battle with his alter ego. The song itself is very unique and doesn’t portray the typical rap conventions seen in most rap music videos. Because of this we wanted to challenge the conventions and make a more interesting music video for the audience that they would have never seen before therefore, it is original and fresh.

Our narrative is also shown on the back cover because of the black and white filter which clearly shows the binary opposite of Good vs Evil. The artist in the picture is distorted and is fading away therefore he can barely be seen. The white light shining on the artist on the back cover represents the alter ego. This shows him as a God-like evil specimen and shows that he is much stronger than he his normal self. The story on the back cover is that a higher force known as his alter ego is taking over his body. This is evident because the artists body is faded and distorted and because of the lack of bright cheerful colours. Research shows that white shining lights are used to represent God in real media therefore, we have incorporated this in our ancillary product. For the song name titles we have used an eerie black bold type of font that looks handwritten. This makes it look more sadistic and personal. This also fits with the narrative of the music video because he is fighting the evil side of himself therefore, this is a personal matter that only he can resolve.

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As a group we presented the genre our artist through the editing, narrative and theme of the music video. In our music video we showcased a war between Tyler the creator and his sadistic alter ego that wants to take over his life. He has no connection to the outside world and he is constantly fighting himself. Because of this our music video is very dark and it has a theme of isolation. . As our audience was black males aged 16-20 we wanted to play on the theory of Levi Strauss which was binary opposites. We chose Good vs Evil because, research shows that young males are extremely enticed whilst watching a battle between two different personalities. We showed this in all our media products by putting on a black and white filter. This made the atmosphere of the video very eerie for the audience and it also showed the binary opposite of Good vs Evil which the audience can decode. The colour black connotes death, mystery and evil therefore, this colour in the video represents the alter ego. The colour white, shows innocence and purity therefore, this colour in the video represents his normal self. We are using Stuart Hall’s reception theory because we are encoding by using the filter of black and white. The audience are decoding that there is split personalities and a sense of duality coming across in the video. There is also some use of colour correction in the video to show the anger of the alter ego. Our aim was to show that the alter ego is trying to take over with the use of that editing technique. Flashy Clothing is a massive convention in rap videos and we have used this convention by making our character wear a gold chain. However, we also go against the convention because he is dressed in all black clothing to show the sadistic and dark side of the artist. We made it relatable and more entertaining for our audience because we casted a young black male as the main character.

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The personal handwriting makes it more relatable for the audience as it shows that everyone has an evil side in their personality. Rap is a very personal genre as most artists give their audience an insight into their most defining moments and their lowest moments in their life, through the words they speak and their music videos. We have implemented our own personal style on our music video because we are going against the conventions of a normal rap video for example we are portraying our main character as trapped, marginalised and isolated. Whereas in real media, rappers are portrayed as free, arrogant, show offs and happy with life. Our audience is very niche and this is evident in our ancillary product. On the inside left cover, it is covered with the letters “OFWGKTA” which stands for Odd Future Wolf Gang Kill Them All. This is the name of the original artists rap group therefore we have incorporated it into our product and made it more suitable for our aim for the music video. We have used the colours black and white so it fits with our theme and is presented in bold letters to represent how hard hitting the music video is when you watch it. This cover is also repeated on the right hand side of the product to reinforce how dark the music video is. The use of bold letters on both covers represent a warning sign to the audience because the music video touches on issues such as death, suicide and war. One of the major messages of the video is that everyone has a dark side therefore by making the majority of the CD covers dark colours reinforces this message. The repetition of the covers foreshadows what our character goes through because in the music video we have reversed a clip of him doing the same thing which shows that he goes through the struggle again and again until his alter ego gets what he wants. In the reverse clip he is escapes the handcuffs but then he is put back in them showing the battle he is in with his alter ego. It makes it more impactful because it reinforces the message of our video that our dark side always attempts to bring us down but we have to try and control it.

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The representation of our artist is shown through our ancillary products which consist of a digipack and magazine advert. The front cover shows the album cover name "Paradox". A paradox is a seemingly absurd or contradictory statement or proposition which when investigated may prove to be well founded or true. The original artist Tyler, the creator says he is talking to his alter ego called Wolf. Wolf is claiming to be a walking paradox, but Tyler is resisting. A paradox is a contradicting but true statement, then he contradicts that statement because he is not literally a walking paradox. To represent this we have used a mosaic image which consists of small patterns of the same picture of the artist. The colour distortion is also used to represent the alter ego to show that he doesn't know what he is fighting. There is also the handwriting of Tyler the creator shown underneath the album cover name 'Paradox'. This makes it seem more personal and shows that he is battling his evil alter ego that is trying to take over him.