Evaluation Task 1In what ways does your media product use, develop or

challenge forms and conventions of real media products?

Rhythmic Editing

Rhythmic editing is when the shots cut in relation to the beat of the music to match the pace. We used rhythmic

editing in several different areas of our video. On the upper right hand side we can see one example of how

we used it. This is a convention that applies to the genre and music videos in general. One example from the Hip-Hop genre would be the Gif on the lower right hand side

taking from Kendrick Lamar's ‘Swimming Pools’.

Elaborate Editing

Elaborate editing is when there are noticeable visual effects created through editing which are there to an

create effect or image. On the top left you can see where we used this, its called the Echo effect. Our porpoise was to create the feeling of an altered reality which matched

the theme of drugs and hallucinations which is addressed in the song. These theme is a convention of genre which isn't predominant but we can still it from

musicians like Change The Rapper. Here is an example From Left Boys ‘Laying in the snow’

Double Crank The double crank is a visual effect that you can make by filming with the song at double speed with the frames per second raised by 25 to 50, then slowing it back down in

editing. What this does is create the elusion that everyone is moving in slow motion while artist is normal

speed. This has appeared in several music videos of the genre and one of the examples that inspired us to use this effect was The Internets ‘Special Affair”. Which we

can see on the lower right.

Use of the Dolly

We layed out the dolly tracks and got some shots on several occasions on the shoot day. A Dolly shot adds

movement to a shot a prevents the video from looking flat or getting boring. We had several different shots like this in our video as do many other musicians. Heres a clip 21

savages ‘X’ where they used a dolly shot.

Use of Mid shots

Mid shots can be used for a variety of different reasons, We used mid shots the same way a lot of other rap music videos do, to show off the rappers jewellery and clothing.

Here are some examples of how we did it in our video and then how 21 savage did it in ‘X’ and how migos did it

in ‘Bad and Boujee’

Hand Held Camera shots

We only filmed hand held camera shots to film the party seen, we saw in the test shoot that doing this made the

party come to life a little bit more. It makes the viewer feel like they are actually in that environment and creates an

almost POV like experience. Even though we edited through the areas of movement and only used stills the we feel the movement still translate to the viewer. This

kind of thing has happened in countless Hip-Hop videos and is a clear convention of the genre. It makes the audience feel like they are there partying with the

musician and that also that musician is a down to earth guy who just doesn't care about anything. on the right hand side you can see our use of it and some other

people who did.

Graphics and Aesthetic of the Digipak

We used a graphic for the front cover as opposed to using an actual photo of the musician, this is a

reoccurring theme between rappers with the style of Hip-Hop that our song choice was, and its what we expect to

see, making it a convention. Also the way the name is written and the name of the artist its self is a convention

of the genre. In this period of time rappers often start their names with young or yung, for example Young

Thug, Young Metro, Yung Lean and Yung Sherman. On the right are some examples of digipak covers with

similar art work.

Aesthetic of the Digipak

For the artist name and album name we decided to use a font that looked more hand written almost

graffiti, to do this i actually had to hand write it, scan it and edited. This is something common in the genre

that we expect to see as often artist use graffiti tags to show the audience where they come from and how they actually are, or at least give off that perception.

Aesthetic of the Digipak and website

We picked a colour scheme that recently has been a popular colour within the Hip-Hop community, purple.

This is due to its intensity and drug connotations relating to cough syrup. We kept this scheme on the website as we felt it was good a choice to keep similarities to the

album artwork and website which artists like Travis $cott and Mac Miller. On the right hand side we can see some artists that have used purple as there colour scheme. We also added a Parental Advisory sticker to add to the bad

boy attitude.