Evaluation answers

A stereotypical convention of a Hip-Hop music video involves appropriate locations, for example the hip-hop artist 'Wiz Khalifa' includes trendy, expensive settings such as parties and clubs, used to show off their wealth and power. A lot of less mainstream hip-hop is set in the streets of more urban and 'gritty' locations, shown to represent where they have been brought up and where the genre was originated. Our music video for the Nextmen 'My Way' meets the 'street look' convention as the lyrics and beat suggest quite an underground approach to the music industry.
Another convention of hip-hop videos are the props used; these include the use of alcohol, drugs and cigarettes used usually to attempt to give off a rebellious look for the artist, to represent the artists visual symbol. Our group decided to develop this convention and replace these props (in this case drugs) with a microphone, a prop that is frequently mentioned in the lyrics of the chorus. By developing this convention, we have brought more clarity and meaning to the lyrics, as well as linking the video with the song in an effective manor. We believed this also added a twist to the entire significance and understanding of the song, challenging the conventions that are expected to be feature in a hip-hip video. This also makes the video more engaging to watch as it is different and original, with an element of depth included.
We incorporated appropriate and exciting camera angles and shots to satisfy and affiliate the action that features in the video, to give the audience a clear understanding of the narrative. The conventional camera shots used for music videos are close ups/extreme close ups to illustrate feelings and emotion, and long shots to display the trendy settings. We made use of long shots and mid shots to display scenery and the setting of the characters, however generally avoided use of close and extreme closeups as we were not looking to promote the faces and characters within the video, however to promote the narrative and genre of the song. Our music video aims to demonstrate genre characteristics through. We believe that this approach will sell the artist and song in an original way which will grip and draw in the audience. We have also continued this theme in the Digi-Pack and magazine cover, by introducing the plot, not the characters.