Evaluation Question 1 - Samuel Baksh

In what ways does your media product use, develop or challenge and conventions of real media products?

Our music video is for the song Next Hype by Tempa T therefore it is within the modern day Grime genre.

The genre is essentially a development of UK garage, dancehall, and hip-hop. Grime is illustrated by complex 2-step, 4X4, and breakbeats, generally around 140 BPM and constructed from different Synth and String sounds.

Some of the characteristics of a grime music video would be to expect to see is Jewellery, Urban Clothing such as hoodies, caps etc. Grime videos usually tend to have forms of aggression shown often between the characters or sometimes towards the audience due to the aggression in most lyrics and/or music within Grime music.

Therefore in our music video that we have created as A.S.A. Productions we have followed the typical genre characteristics by using the conventional mise-en-scene, which was done by using urban style clothing such as tracksuits and baggy clothing, which is what we have used for our main character in the music video. We have also chosen locations, which suit the grime genre in our video as they are in urban locations such as streets and alleyways, which are commonly used in grime music videos.

As the song is of a Grime genre it typically is a fast pace song and has a high BPM rate therefore we have used fast pace cuts in the editing to match the pace of the music. This improves the appearance of the video as it becomes more eye catching and each scene becomes shorter therefore the audience are less likely to become bored whilst watching the music video as of the fast, constant cuts. The fast pace editing was inspired by the music video 99 problems by Jay-Z as it has many cut edits throughout the video. The theme of the narrative in our music video was inspired by the original music video for the song Next Hype by Tempa T as there is some violent nature in the content of the video.

The video is a performance video as the character lip-syncs, miming the lyrics but also it has narrative as there are scenes in which the main character in the video breaks into someone home and begins to attack them which also shows use of Goodwin’s theory as the lyrics to the song Next Hype reflect on the video. Also the sound of the music has an aggressive nature to it and this is also shown in the video by the violent scenes in the video, which is again using Andrew Goodwin’s theory where the music matches the music video. In our video the artist who is the main character is shown right throughout the video which is asked for by the record label to show the artist performing the song, which is also part of the branding as the audience put his face to the song and can recognise the artist.


Please see my Evaluation presented on my Wix website, see link below:
http://www.wix.com/asaproduction3/asaproductions#!question-1