Music video

Feed back

Targets for improvements

PMM- Task 1 (History of music videos)

- Check spelling using word

- Show evidence give examples

PPM- Task 2 (Genre conventions)

-complete self produced artist analysis

-Add other people in your groups work

- explain why performance is important for rock artist and talk about lip syncing

NYA- Task 3(Goodwins theory)

PMM- Task 4

- Use notes from class

- further develop your answers

MMM- Task 5 (pitch)

- be more confident of your ideas

- also know your genre well

Profiles Pre-production report

Anamatic

Selection of technical and performance crew (Producer and Assisant Director)

Unsigned Artist - Johnny Hutch (main actor)

We got permission from the unsigned artist to use his track and create a music video, he also agreed to be the main performer for the music video since he is the one who made the track for the certain target audience.

Main performer of the music video

Johnny Hutch

Age: 18

Gender: Male

Facebook: Johnny Hutchinson

Technical Roles

James - Camera Operator

Age: 18

Gender: Male

Email: James.white1075@gmail.com

I have been chosen as the camera operator for this music video because I have creative skills in shooting footage and have done this camera operator work previously which was the short horror film that he worked in the previous coursework of 90-credit which he got high praise for due to the camerawork being shown on display. When it comes to the responsibilities of doing this role, he will need to write up a storyboard of what is going to be happening within the different scenes of the music video but he will be working with the director of Lawrence in terms of the shooting script of the video in general.

Daniel- Producer

Age: 18

Gender: Male

Email: danric25@gmail.com

The way that I found this person is via LinkIn. The reason why I chosen to this role by the director is because I can be well-organised and self-motivated by making sure that the crew are up to date with the work in general like for example: if we are about to shoot on location for the music video then I need to make sure that everyone shows up on time to get started. As part of being a producer the skills included being well organised and making sure that everyone else is completing their tasks to the best of their ability, also making sure that deadlines given are being met.  He will also need to risk assessment for the locations which are chosen to be filmed at, this includes things such as hazards within the location that may cause harm for people on set and the permission to film.

Rosie- Lighting


Gender: Female

Age:17

Contact Email: rosiemariahellawell@hotmail.co.uk

This person was found using the site of Linkedln but the reason why she is good for the role because she has experience with lighting for other productions such as a short film that she worked with Maya in the previous coursework and how to use the equipment, which we will be hiring from the college for free of cost, also this person knows how to light a set so that it creates the mood of the song. As part of her role she will be taking part in the animatic along with director of photography, this will be where her creative side will be put to use and editing skills as you will need to cut to the beat of the track to show where each shot will be at in the music video making it very specific. When doing the lighting for the shoot the person will need to have a steady hand as the lighting will need to be handheld of the lighting packs. 

Lawrence- Director

Age: 18

Gender: Male

I have taken the role of the director because I found an unsigned artist and I have been given permission to use the track for my music video and I am imaginative when it comes to storytelling of what is going to be happening in the video as it is going to be an narrative-based story which he said that it is going to challenge the conventions of an standard music video since the track's genre is Electronic music. Also, he is going to be picking the people to be part of the production team in terms of their experience in their work that they worked on before although he will need to pick carefully since it is his idea that we are working but, he is going to working with the camera operator (James) with the shooting script of the music video.

Email: Lakintayo@ymail.com

Individual contribution to 500 word treatment 
iv) How and where it will be filmed over how many days?  

The location that we have visualised for the music video was two separate rooms one was a dark room the other was a brighter room. The dark and dull atmosphere will be filmed in an abandoned car park. In the dark room there will be low key lighting used to create an edgy atmosphere also suspense featuring the artist who will be wearing dark makeup to appear dominate and scary. The reasons for choosing this style is because it connects with the lyrics of the track as they are very dark and mysterious meaning that the locations for the visuals must create a similar atmosphere to connect with the lyrics this also helps the engage the audience as they become more engaged in the visuals and the image of the artist.  The filming will take a maximum of three days to complete the shooting for the music video, each day a different scene will be shoot in order of the structure for the music video. The shoot will be spilt into different sections such as the scene for each verse. We will be including camera shots such as close ups in our production this is because we want to capture the facial expressions of the artist's face. Because there will be two different location we will film the scenes from one location in the same day and the other location in the next day collecting footage from all scenes.

Individual contribution to 500 word treatment 
iv) How and where it will be filmed over how many days?  

The location that we have visualised for the music video was two separate rooms one was a dark room the other was a brighter room. The dark and dull atmosphere will be filmed in an abandoned car park. In the dark room there will be low key lighting used to create an edgy atmosphere also suspense featuring the artist who will be wearing dark makeup to appear dominate and scary. The reasons for choosing this style is because it connects with the lyrics of the track as they are very dark and mysterious meaning that the locations for the visuals must create a similar atmosphere to connect with the lyrics this also helps the engage the audience as they become more engaged in the visuals and the image of the artist.  The filming will take a maximum of three days to complete the shooting for the music video, each day a different scene will be shoot in order of the structure for the music video. The shoot will be spilt into different sections such as the scene for each verse. We will be including camera shots such as close ups in our production this is because we want to capture the facial expressions of the artist's face. Because there will be two different location we will film the scenes from one location in the same day and the other location in the next day collecting footage from all scenes.

Chroma key is a technique which involves a green screen to create visuals in a music video, this is usually shot in a studio. The reasons for using this technique is because it's a quick and cheaper way of creating visuals in a music video. This way you can have any location of your choice this may be space or in the sky something creative. The technique is used to create false surroundings so that it makes the music video more interesting to watch for viewers. For example a location such as in space which forms hyper reality for the audience. One of the main reason why producers chose to use this technique is because they don’t have to pay for things such as travel or any products to create your desire location, making it free of cost. For instance if you wanted to film your music video in a different country you would need to pay for your transport also may have to pay to thing in a certain place making it a more expensive option.

 Visuals are very important in a music video because it's what sells the image of the artist promoting them to their audience as well as their music by engaging the audience also encouraging them to buy their concert tickets. Artists chose to use chroma key in their music videos because it creates a clearer image for their audience representing their emotions in their music, as well as to create a sound and visual aesthetic focusing more on the artist. 

To create this technique you simply film your artist in front of a green screen playing the track in the background this may be where your artist lip synchs the lyrics directing facing the camera giving eye contact to the audience using camera shots such as close ups and mid shots. During editing you will use the footage, adding your chosen background for that scene. We see Chroma key has been used by the artist Kayne West for the track ‘Bound’, the background chosen for the music video is a deserted desert featuring his wife Kim Kardashian. The location of the desert is used to create the sense of an illusion of being somewhere else which links with the lyrics about being on a journey.

Another music video which uses chroma key is ET by Katy Perry featuring Kanye West. This music video has a setting of out of space with the use of chroma key creates a unrealistic location. The location of space is unavailable to be filmed at but with the help of chroma key makes it successful, you always can do this by building a set that creates the location however this means it will cost more whereas a green screen is free.

Chroma key is used to draw the attention of the audience into watching the music video, showing that the artist is a part of the music connecting with their audience further. Another reason to use chroma key in your music video is to help create the exaggeration of human ability this could be the illusion of someone flying. Without chroma key this will be very difficult to create this effect and will cost a lot money meaning that chroma key is the best option. 

A bad example of Chroma key would be by David Hasslehoff 'Hooked on the feeling, in this music video we see the use of chroma key being used in an unsuccessful way making it not effective for the audience. This is because it appeals to the audience that they are too reliable on the green screen making their music video have no meaning. The chroma key doesn’t relate to the track making it look more of a parody for the audience as they don’t see the relation between the location and the music.  

Effects

An example of effects is shown in the music video by Foal 'Mountain at my gates' the effect used allows you to move your screen along with the artists showing different views of the performance, this is an example of virtual reality. The effect is created by four different go pros which then are overlapped to show movement, this shows the use of creativity making it more interesting to watch for the audience as they feel as if they are watching the performance live encouraging them to buy tickets to their concerts.

Task 3C

Camera movements

A track away is when the camera is moving away from the artist. Commonly in music videos this will be used when the artist is walking towards the camera. This is created by placing the camera on a dolly and then moving it away from the scene.

 A tilt is another camera movement that can be used in music videos, tilts are commonly used in hip hop music as it gives an unstable effect. The reason for using a tilt is so that a composition can work well in a frame. Tilts can be used to tell a story revealing something which is coming towards or away. When creating a tilt you must make sure that the camera is steady when the filming is taking place. From the position you then can move the camera up or down creating a tilt movement. 

Another camera movement is dolly in, this is when the camera  moves slowly in towards the subject. This can be done by putting the camera on a dolly and moving it towards the artist showing a zoom. This can be used to capture the artist facial expressions also the importance of that character as they are the main focus point as the character will appear larger as the camera gets closer.

Lastly an Arc this is where the camera moves around the artist in a music video, whilst the artist stays in the middle. This can be create by placing the camera on a dolly and moving it around the artist . This movement suggests the world revolves around the artist impacting their life.

Handheld is when the camera is not on a tripod and is filmed whilst holding in the camera operators hand, this means they can move with the camera which creates an shaking effect. This also creates an edgy atmosphere of realism, handheld can also suggest that the character is in distress this is because the camera is shaking showing chaos and struggle. It usually would be used in a performance type music video as it gives the viewers a sense of the performance that artist gives making them want to buy the artist concert tickets.

Camera angles

There are a variety of different camera angles used in music videos to show different meanings. Such as tilt also known as canter or a Dutch angle. This is when the camera is at an angle which is slanted to one side showing a tilt. This is used in music videos to create a dramatic effect for viewers also showing the producers creativity. It can suggest a feeling of action in the scene.

Another camera angle used in music video is the high angles, high angle are used to show the character is sad or depressed. To create a high angle you have to aim the camera directly above the artist filming from above you can do this by having a taller tripod of from a high ground.

Then there is a low angle which is the opposite of a high angle instead of filming from above you are filming from below the artist. Low angles are used in music videos to show dominance and power of the character.  To create a low angle you simple have to film putting the camera on floor level filming upwards.

Lastly a birds eye view which is when the camera is filming from directly above the artist. You can use a drone to create this angle. This gives viewers a sense of looking down on the artist, it also can be used to show the location at a birds eye aspect, the angle is created to show different perspective of an object. This type of angle is generally used at the beginning of music videos to introduce the artist or to create an intense atmosphere. An example of this would be in the music video for 'Bang Bang' by the following artist Nicki Minaj, Jessie J and Arianna Grande the technique is used at the beginning of the music video showing a birds eye view of the location where the music video is being filmed at.

Task 3C

Camera movements

A track away is when the camera is moving away from the artist. Commonly in music videos this will be used when the artist is walking towards the camera. This is created by placing the camera on a dolly and then moving it away from the scene.

Another camera movement is dolly in, this is when the camera  moves slowly in towards the subject. This can be done by putting the camera on a dolly and moving it towards the artist showing a zoom. This can be used to capture the artist facial expressions also the importance of that character as they are the main focus point as the character will appear larger as the camera gets closer.

Lastly an Arc this is where the camera moves around the artist in a music video, whilst the artist stays in the middle. This can be create by placing the camera on a dolly and moving it around the artist . This movement suggests the world revolves around the artist impacting their life.

Handheld is when the camera is not on a tripod and is filmed whilst holding in the camera operators hand, this means they can move with the camera which creates an shaking effect. This also creates an edgy atmosphere of realism, handheld can also suggest that the character is in distress this is because the camera is shaking showing chaos and struggle. It usually would be used in a performance type music video as it gives the viewers a sense of the performance that artist gives making them want to buy the artist concert tickets.

Camera angles

There are a variety of different camera angles used in music videos to show different meanings. Such as tilt also known as canter or a Dutch angle. This is when the camera is at an angle which is slanted to one side showing a tilt. This is used in music videos to create a dramatic effect for viewers also showing the producers creativity. It can suggest a feeling of action in the scene.

Another camera angle used in music video is the high angles, high angle are used to show the character is sad or depressed. To create a high angle you have to aim the camera directly above the artist filming from above you can do this by having a taller tripod of from a high ground.

Then there is a low angle which is the opposite of a high angle instead of filming from above you are filming from below the artist. Low angles are used in music videos to show dominance and power of the character.  To create a low angle you simple have to film putting the camera on floor level filming upwards.

Lastly a birds eye view which is when the camera is filming from directly above the artist. You can use a drone to create this angle. This gives viewers a sense of looking down on the artist , it also can be used to show the location at a birds eye aspect.

Camera movements and angles

Camera movements

A track away is when the camera is moving away from the artist. Commonly in music videos this will be used when the artist is walking towards the camera. This is created by placing the camera on a dolly and then moving it away from the scene.

Another camera movement is dolly in, this is when the camera  moves slowly in towards the subject. This can be done by putting the camera on a dolly and moving it towards the artist showing a zoom. This can be used to capture the artist facial expressions also the importance of that character as they are the main focus point as the character will appear larger as the camera gets closer.

Lastly an Arc this is where the camera moves around the artist in a music video, whilst the artist stays in the middle. This can be create by placing the camera on a dolly and moving it around the artist . This movement suggests the world revolves around the artist impacting their life.

Handheld is when the camera is not on a tripod and is filmed whilst holding in the camera operators hand, this means they can move with the camera which creates an shaking effect. This also creates an edgy atmosphere of realism, handheld can also suggest that the character is in distress this is because the camera is shaking showing chaos and struggle. It usually would be used in a performance type music video as it gives the viewers a sense of the performance that artist gives making them want to buy the artist concert tickets.

Camera angles

There are a variety of different camera angles used in music videos to show different meanings. Such as tilt also known as canter or a Dutch angle. This is when the camera is at an angle which is slanted to one side showing a tilt. This is used in music videos to create a dramatic effect for viewers also showing the producers creativity. It can suggest a feeling of action in the scene.


Another camera angle used in music video is the high angles, high angle are used to show the character is sad or depressed. To create a high angle you have to aim the camera directly above the artist filming from above you can do this by having a taller tripod of from a high ground.

Then there is a low angle which is the opposite of a high angle instead of filming from above you are filming from below the artist. Low angles are used in music videos to show dominance and power of the character.  To create a low angle you simple have to film putting the camera on floor level filming upwards.

Lastly a birds eye view which is when the camera is filming from directly above the artist. You can use a drone to create this angle. This gives viewers a sense of looking down on the artist , it also can be used to show the location at a birds eye aspect.

Goodwin's theory on music videos

Goodwin’s Music Video Analysis

11-Music videos demonstrate genre characteristics e.g stage performance in rock videos and dance routines in hip hop videos.

Music videos for genres such as rock and hip hop tend to performance type videos or live performances. Where the video will focus on the artist or the band. Music videos for rock focus on the bands performance and their instruments they are playing, the music video for this genre will use low key lighting creating a dark atmosphere and dominance this demonstrates the theme representing the image of the artist as shady and  mysterious, this is a rock genre convention. The editing of a rock music video will be fast pace to help match with the tempo of the track being quite upbeat and fast also including things such as special effects and the lighting to exaggerate styles or to give as atmosphere using mis en scene. Cutting to the best is a way of editing for music videos generally used in Hip hop music videos. This is where in the mayor video when the beat of the track changes there will be a shot change in time with that beat this is used to make the video visuals more interesting and entertaining to watch whilst listening. You are able to take the lyrics of the song and section it into different scenes that may relate with the lyrics
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   2-There is a relationship between lyrics and visuals

There is a relationship between lyrics and visuals. There are different our purposes for different styles of music videos. This may be that the artists wants their audience to see a relationship between the lyrics of the track and the visuals this is because the artist wants to convey a meaning through the illustrations, through a set of images to show a meaning of the lyrics. In the music video ' A team' by the Artist Ed Sheeran there is a relationship between lyrics and visuals. We see this through the following lyrics 'or sells love to another man' implying that she may become an prostitute so that she can earn money as she is homeless, we then see in the next shot we see the main character of a girl waiting for a car to come. 

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33)    There is a relationship between music and visuals.

The visuals in music videos are used to create a mood and atmosphere with the lyrics of the track. This is because the artist and record label want to promote the image of the artist through visuals that connect with the music, making the music video more entertaining to watch for their audience that will get more views and become popular.Generally in music videos we listen to the music that both the track and visuals relate to, for instance if the music was to be really upbeat and fast paced then we would we notice the visuals being quick and quickly edited, as the tempo is upbeat and fast.

44)    The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which crosses their work

Mainly major record labels create music videos so they can create and image for the artist and promote this image to their target audience. The do this by demanding the production crew to include shots such as close ups, close ups are used so that the artist can connect with their audience and show dominance in their music video this makes them the main star in the text as they will be more focused on in the video as the main character.

Music videos directors may use in-textual references in their music videos by using films and programmes or even older music videos to inspire them are such inspiration of that artist. This makes the music video more interesting for audiences who may have different sub cultural interest.  An example of this would be the track 'I have nothing' by the artist Whitney Houston in the music video we see parts of the film she starred in as a female artist who fell in love with her bodyguard this interests her audience in watching the film by watching the music video as they see clips of what the film is about and what happens in the film making it a trailer for the film which viewers will then want to watch it. 

Directors of a production team try different ways of promoting their artist to their audiences. This may be creating an character for the artist for example the artist nick I Minaj is seen as an exploitive woman of confidence and seen as a sexual figure towards men as in her music video such as acondona she dances in a sexual manner of twerking and showing off her body which men will be interesting in watching rather than watching the music video for her music. This also helps to se tickets for the artist as she puts on an performance which her audience expect to see at her concerts. This is known as voyeurism, this term is used to attract certain sub cultural groups as they are the ones interested in things that have a sexual approach.

How to beat edit

Using the Final Cut Pro software. Cutting to the beat is an editing technique used to edit music videos. This is where the video will cut to the beat by either adding a transition or adding a cut that is in sync with the beat. Beat editing is used to engage the audience further into the visuals of the video, this can help make the video become viral as more people view it. The quicker the cut is then the more the audience will be engaged.

To begin beat editing you must add markers to every beat of the track, this makes it easier to see where the beats are so you know where you have to edit to cut to that beat in time with the track.  This makes it more of an easier process and accurate approach.

There's a number of ways in which you can beat edited. One way you can do this is cut to the next clip where the beat comes into the track making it quick and then deleting the unwanted clips. You then must add cuts consistently throughout the track. Another thing you can do is add a transition such as an earthquake which will move the video creating a beat. You must insure that the videos are moving to show the cutting to the beat. You also can jump cut using images in the video to every time the beat changes. However some images may be still and this technique won't be able to work successfully. You may also want to add a title to your video this may be at the start when the beat comes in and the title appears in time with the beat.

Beat edited is used in genres for music videos such as dance or hip hop this is because these genres are upbeat and usually fast paced and using the beat editing technique helps to make the visuals of the video more interesting to watch rather than just listening to the track.

In my first music video the beat editing technique was used rarely. However there was a few cuts added during the editing of the music video using the technique a little but not consistently throughout. To improve on this I will insure that my next approach I will use beat editing more effectively through out the video making it more interesting to my audience.



Miming and lip synching



Lip synching is another thing used to create a music video. This is where the artist or band will mime the lyrics of the track in front of the camera, usually a close up or mid shot is used to show this. During editing the editor will synch the video clips of the person miming in time with the track so it appears as the person is performing the song to their audience. Close ups are used to connect the audience with the artist as the feel the artist is performing directly to them using eye contact. This technique is commonly used in performance style music videos or live performances. The purpose of this is to make it realistic to the audience feeling as they are performing to them encouraging them to buy tickets for the artist to earn money. The purpose of lip synching in a music video is to make it realistic for the audience, getting a sense that the artist is singing and performing directly to them.

An example of this is seen in my music video is when the female artist mimes the lyrics of the track however she is miming the voice of a male making it unrealistic almost making is humorous to watch. The style of my music video was narrative which still incorporated lip synching in parts of the video.

Understanding styles of music videos Task 2b (I)&(ii)

Performance

There are three different styles of music videos one of them is called performance style music video, this is where the band or artist is featured in the video performing their song to their either a camera or an audience. The purpose of a performance type video is so that the record label of the artist are able to try and sell the tickets for the artists concert this is because now a days no one actually listens to the music itself however they watch the visuals of the music video, also a performance style  music video is used to sell the image of the artist to their audiences. In conventions of a performance type music video are lip syncing, artist generally lip sync in their performance style music videos as they have to performance completing a choreography that is hard to do and sing well at the same time.

An example of a performance type video I looked at was the song 'Work from home' by fifth harmony. In the video we see the artists dressed as builders which links to the lyrics of the song 'work' we also see the members of the band dancing which makes the music video a performance type music video, also in the video the artists are lip synching so the song whilst performing this shows the characteristics of the artist selling the tickets of their concerts as their target audience believe that is what they are like when performing live, therefore the music videoing is promoting the artist to a range of audiences by watching the music video on online mainstream such as YouTube.
In a performance type video there may be the choreography of the artist also other back up dancer

Parody

Parody music videos is where the music video mocks the original work from that artist for comedy purposes. Parody music videos usually become viral as they get more viewers watching their music videos as they are funny and entertaining which people may enjoy watching.

Homage

Homage is when the artist shows their appreciation and respect of another artist in their music video. The reason of creating a homage music video is because the artist wants to show the audience their role model and who has inspired them to create their own music.

Animation

Animation music videos include drawings and other models that act as an illusion in the music video making the video a more cartoon style approach. The purpose of music videos is so that they are more abstract and artistic than other music videos making the audience more interested in the video by the visuals which may result in the video being viral.

Conceptual

Conceptual music videos have a metaphoric and poetic approach meaning that the audience will need to interpret their own meaning of the track using the visuals, this is because conceptual music videos have no use of narrative in their videos this is an easier form as the viewers have to come up with their own story of the music video, conceptual is also used to help create a mood for viewers to interpret. An example of conceptual music video would be from the artist Sia the song called 'Elastic heart' this is because the music video consists of a meaning, however it does not have a narrative. Which viewers may interpret their own meaning such as the relationship between the young girl and man.

Intertextuality

Intertextuality music videos is when there is a reference between the music videos and another cinematic film or a programme. This can be reflected in the style of the music video or produced in a humorous way similar to a parody. The purpose of intertextuality is so that the audience can take further meaning away from the text, interpreting their own meaning. Most mainstream music videos have a cinematic feel mainly because of their directors having more post production techniques and other technology. There are many examples of cinematic references in music videos such as, the music video for 'Material girl' by the artist Madonna that mimics the film 'Gentlemen prefer blondes', in 1953. There is a similarity between the artist and the actress's costume as well as the choreography as Madonna copies the dances such as when the men pick the girl up in the film also in the music video Madonna is picked up in the same way.

Narrative

Another style of music videos is narrative, which is like a short film; narrative music video resembles a story, which may include the artist as one of the characters demonstrating as a story line. This is surrealist because the stories are usually things that could happen in every day lives in reality which viewers may be able relate to. 

Genre conventions- Task 2a

Rock genre conventions

• Costume dark clothing 
• Black makeup 
• Performance type videos including artist playing instruments 
• Camera shots, close ups, long and mid shots 
• Image of the artist dominance and intimidation

In rock music videos they generally wear dark clothing along with heavy eye makeup which is a style associated with Gothic culture.Rock music videos generally have a theme of being quite dark and depressing also will contain dominant characters that they have scenes of them breaking things showing violence and aggression. They have meaningful lyrics with strong and upbeat sounds. Colours such as black and white will be used to show seriousness. Rock music videos are usually performance type videos where the artists are band play the song using instruments such as guitars.

They may use camera shots such as long and wide shots showing all members of the band playing instruments. There may also be close ups showing the facial expressions of the artist whilst playing the instruments.In the music videos we see the similarities of the genre conventions in the music videos for rock artists such as they all have performance type music videos where the perform directly to the camera connecting with their audiences,This because it makes the audience more interested as they are encouraged to buy their concert tickets because they want to watch their performance live we also see a similarity in their appearance such as the way they are dresses in dark clothing also dark makeup showing the image of the artist quite dark and scary looking. The image of both artist are very similar as the audience get as sense of scary and intimidating characters as their music videos contains screaming and shouting expressing anger. Both music videos are performance type videos where the artist performance the song playing instruments such as guitars and drums.

The editing of the videos used is rhythmic montage where the music video is cut to the beat of the song. You can see this when the music videos is cut to a different scene or location of the song when a new beat comes in.With this technique you are able to break up the lyrics of the song into sections and different scenes where the mucus video will cut to another shot. The music video is filmed in black and white as this encourages the audience to focus more on the lyrics and music, inferring that bright vibrant colours are not needed to show meaning. The style of black and white makes the song more serious and the tone becomes more clearer as it is heard through the lyrics.

Hip Hop

This music video is for a song made by an artist named 'OG Maco'. The artist is signed by a major label. This song is a hip hop song, and it is clear that it is because it includes the conventions that a hip hop music video would include. First of all, the song is a performance music video because it includes the artist in the song, lip synching the song. It is a performance music video also for the fact that the artist is included in the video. This music video was produced to sell the artist, creating an image. This was done through hyper-reality. In this music video, there is a lot of exaggeration portrayed, causing the audience to think a certain way, which is a conventional technique used in hip hop music videos. The image the music video is trying to portray is that having money leads to attracting numbers of women, gaining power, etc. Another conventional technique used in the music video is the use of close ups, a camera angle usually used on the artist, which is usually demanded by the record label. Another conventional technique used in the video is the use of voyeurism. The women in the video are portrayed as sex objects, as a result of them barely wearing any clothing. This technique was used as a result of the target audience, which would be young men. This technique would grab their attention as it would cause young men to gaze at the women who are undressed. Relating back to camera angles, one way in which this would be done is by having the cameraman doing a close up of the woman’s different body parts. Another term used to describe this technique would be objectifying the female and creating a male gaze. Another genre convention is the location. Hip hop videos tend to consist of expensive, and very large locations. Another thing about the locations is that they will always have a one or two locations that will have a party related setting, where there are loads of people in the background and the artist focus in the middle of the shot.
Another technique used would be the used of costumes, as the artist is dressed up in designer labels. This gives him the more 'upper class' look, and this would come under star image. Below is a music video of the same genre that consists of the same conventions.

Above is a music video for a song, made by an artist who goes by the name of 'Ty Dolla Sign'. The song features another hip hop group, who are named 'Migos'. This music video consists of similar conventions. Firstly, it is a performance music video, just like the one above, as it includes all the artists lip synching. Another genre convention technique that was used in this video that was also used in the other music video is the use of hyper-reality. This technique was also used in this video, portraying an image for the viewer, causing them to think that money is the key to having all the women, and power. Close ups were used also in this video. It was used on the artists, and again, used on the private body parts of the women. This comes under voyeurism, as it causes the females to then become a sex object, creating a male gaze.

The music video used the typical sort of locations, which is the club/party type of setting. The location includes other people in the background, and again, the focus is on the main artist, as they are placed in the centre of the shot.

In the previous music video, the artist wore costumes that were high-end designer labels, and I spoke about how this gives the artist an image of being high-class. Likewise with this music video. However, the costumes seemed to be more jewellery, rather than just the designer clothing. This implies the fact that they are wealthy, which is what they want the audience to think.

UK Rap

LD (67) is a UK Trap/drill artist that is situated in Brixton, South London, he is a self-delivered craftsman and is not marked to any non-mainstream or real names. From this video you can straight away tell the mood of the tune for the individuals who know the music. The state of mind is dim and bleak encompassed by dim countenances that are not effortlessly seen. The artist LD himself wears a veil with the goal that he can conceal his character since he was banned from making music by the police. this recordings and a great deal of his different ones him and his companions show a considerable measure of vicious hand signs, that is utilised to appear to be threatening and that is the sort of picture that they are attempting to get a cross. Since he is a self-delivered craftsman in Brixton he wouldn't have a great deal of cash to create a music video so the subsequently that it is the reason there is insignificant enhancements or significant area changes.

The next video is also a UK rap video and as you can see it still that same dark gloomy mood that the first video had. It’s quite dark and he is also covering his face as well in the video to also create that mysterious persona. In UK rap that is the kind of image that artist are trying to get across because it is all about who is the baddest. As you can see there is a lot of low key lighting used also to create that dark atmosphere