The products that have been produced links in and fits the conventions of our chosen genre which is grime.The lyrical nature link in with our genre, it usually tends to involve or relate to something or someone, sometimes the lyrics can be aimed at a specific individual like in Stormzy's 'one take' freestyle aiming his lyrics towards a boxer, for our product we had to make sure the lyrics were similar to the ones we would hear of our genre. In some video's of our genre like 'Bookey' by Chipmunk (Chip), the similarity of a public place being the setting and it being during night fits in with the conventions of the genre. Often the artists are very expressive in emotion and attitude in videos of our genre, hand movement which helps express emotion and a mean attitude happens very consistently, it also shows the artists passion in them being the focus of the video. During our music video the use of hand actions were used a lot by our artist, he did it a lot but it is very common to see in our genre as they express emotion through doing it, it also adds aggression in the lyrics, some artists like JME in his music video 'man dont care', in this music video the hand expressions are there from the beginning showing the passion when rapping. The lyrics of our media product fit the conventions of our genre through intertexual references, it is very common for artists in our genre to always reference something like Stormzy in his track 'know me from' his makes many references to things, he mentions adidas clothing brand, apple iphone products, shoe brands, he also references another artists track, dizzie rascal's 'i luv u'. Stormzy also made reference to eastenders the nations most watched soap drama, so all this intertextual referencing is key of our genre. Another example of this is in Wiley's video 'on a level', showing off nike and referencing timberland the shoes and clothing brand and arsenal football club, so intertextual referencing is key in our genre. In our media product we tried to put intertextual references into our product which we did where references to Christian Bale and the dark night sequence and also hunger games two films referenced in our films, this really engages the audience cause they understand what the artist is saying. This gets the audience gets hyped up through this which really grasps the audience and the artist gets his fans interactive in a way, the lyrics are usually easy to pick up and catchy which makes the audience remember the lyrics and sing or rap along to the track as well. Another convention of the genre is the prevalence of the artist, they take up most if not all the shots in their music video. This common convention was translated over to our music video giving the artist the main focus and framing in the video an example of this is JME - Man dont care' this song gives JME the most screen time as he is rapping.
Editing of our genre depends on the artist, usually there are a number of effects in video's of our genre, like in section boyz - trappin aint dead, there is an effect which is like rewinding the video and we added that effect in, it is almost like you control time. Another important convention of our genre is the amount of close ups in the genre, there are a lot of these which show expressions and emotions or attitude, in our product we did it a couple times showing an attitude coming from the artist, through the editing our artist receiving most prevalence as it all revolved around him. For our cd cover and mag ad we fitted the convention of our genre as the artist is always on the front cover and there is a twist to what was on it, the idea that comes across when taking a look at it you notice the dark, aggressive vibe which could be read in different ways.
In terms of postmodernism we created conflict through the use of the police car and the contrast of whats going on, we created a binary opposition through this the idea that there is a conflict between the artist and the police is there. The male gaze idea has not been subverted in our product due to the fact its a solo male artist and in our genre male gaze being subverted doesn't happen, so we kept to the normality of what our genre does. Intertextuality was mentioned a fair amount of times during our product, this makes the track more engage-able and and adds a specific tone to it. In relation to our genre of grime our media product fits the conventions of it fairly well, clothing,lyrical nature, mise-en-scene and camera work were all key to trying to fit the conventions and making it similar. In our product we have added more effects than there would usually be, just to be hyperbolic, this effect draws the attention onto the video with all the skills of the editing and the timing of the edits fit very nicely with the music.
In terms of our media product and interpellation, the idea being picked up is not very positive so in a sense the audience is being shown the fact of being against law enforcement so they are put in an position where they would need to adopt that ideological position. The audience can see the conflict between the two and is represented in the lyrics as well through footage in the music video. We've stuck to the road man stereotype in our video, hood up, almost unknown or unseen, however this stereotype of hood men tend to generate and have a very negative representation, and one thing we didn't add in the video was an entourage or an accomplice who usually act together and this is very common in our genre in music videos. So we subverted that usual convention of our genres videos, but we have still kept the stereotype.
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