Evaluation Question 1- In what ways does your media product use, develop or change forms and conventions of real media?
Throughout our music video and the promotions of the artist, we have wanted to maintain some conventions of a rap video, but also as Drake is a new artist and also raps different to other famous rappers. He incorporates vocals, melodies and harmonies. In the same way we wanted in the video to highlight his new and different style in the video differently. Most rap Videos contain violence, scenes of a sexual nature, drug use and derogatory insinuations of women and lesser men to the rappers. The title of the song we chose is 'Started From The Bottom' the idea behind this song is about being thankful and rejoice with your good loyal friends, your love for them and how you would be nothing without them and vice versa. We a conventional way to shoot this video would have been to have a staged party, with a crew behind our characters of friends pointing at the camera, alongside with footage of the artist singing different parts of the song in different locations. Although this works for world famous rappers, we did not have the budget to gather a group of people who would have taken it seriously and made it look effective. Therefore we decided change the conventions in our video slightly. We shot at various London attractions like embankment, london eye and big ben,
The music industry is a very competitive industry and is hence why artists have to stick out, and offer something new, a new way of performing and listening to music. Drake offers this, and therefore we have decided to play on the audiences memories. The front cover and back cover displays pictures of London. This is a famous City and the landmarks are known throughout the world, especially in the UK. When you look at pictures you create an instant association to how you know what it is or how someone has told you. This attraction will be a unique selling point and help Drake also to stand out as the covers are not of himself of his face, another way we have adapted the usual conventions of a music video, it also links in with the lyrics of the song of being a journey.
We have been inspired by a number of music videos and even films, these insiprations allow us to come up with orginal ideas for our music video. one aspect we were inspired by is the film Project X there party scenes created an image in our heads for some of the lyrics in our song with people dancing and jumping in slow motion, this inspired us, however we wanted it to be more formal than the character of this film, so during the embankment scene we got Anoop to dance to kind of replicate this.
Also the music video of headlines inspired us where he raps and its with his whole crew, we want to mirror this but use the location of an urban ghetto like setting so we used southbank skate pack which was filled with graffiti. Also another one of drakes video inspired us the video Marvins room where clips of Toronto are shown and are colour graded in purple which gives of a very aesthetically pleasing image, we were inspired by this imagery which allowed us to develop our ideas to create something like this by filming traffic in london.
In this music video we what to emphasis the character, showing how they have 'made it', they have reached all of the goals they set out in life. In the music video there are many moving shots of Anoop rapping , this conveys a suggestion of the popstar rock and roll lifestyle, in the industry this is shown by always at the biggest parties, with the most attractive woman, and showing to everyone how much money they are worth which we wanted to go against. In this video as we want to convey Drake as different shooting the scenes as a 1st persons view, what Drake is seeing through his eyes, this eliminates a boasting reference. As the Title of the song is 'Started From The Bottom' which is the love that you have with your friends, showing your loyalty and commitment and showing that no matter the fame and success you remain humble.
The car scene of Anoop rapping in the back of the car has reference to Drakes official video 'Headlines'The idea of going up is shown physically in that video in the elevator, this represents Drakes stuggle to success and struggle in the industryto the top shows success, wealth and fame. We wanted to depict this by the sports car being a luxuray way of travel, as famous people are always current and update. The charcter in the frame adds to the feel of fame with the reference to how they are always in the spotlight no matter where they go.
As the song already has a music video this gave us some ideas, which we could addapt and create new ones. we had to interpret official music videos by the artist prior to starting ours, to make it realistic it has to suit some of the general conventions of a rap video. The Settings and Locations were carefully thought of before filming to ensure they were conveying the image we wanted, for example it would have been out of place to have an artist we want to convey as famous and wealthy in a small quiet town, it would look out of place and not effective for the target audience.
Throughout our music video and the promotions of the artist, we have wanted to maintain some conventions of a rap video, but also as Drake is a new artist and also raps different to other famous rappers. He incorporates vocals, melodies and harmonies. In the same way we wanted in the video to highlight his new and different style in the video differently. Most rap Videos contain violence, scenes of a sexual nature, drug use and derogatory insinuations of women and lesser men to the rappers. The title of the song we chose is 'Started From The Bottom' the idea behind this song is about being thankful and rejoice with your good loyal friends, your love for them and how you would be nothing without them and vice versa. We a conventional way to shoot this video would have been to have a staged party, with a crew behind our characters of friends pointing at the camera, alongside with footage of the artist singing different parts of the song in different locations. Although this works for world famous rappers, we did not have the budget to gather a group of people who would have taken it seriously and made it look effective. Therefore we decided change the conventions in our video slightly. We shot at various London attractions like embankment, london eye and big ben,
The music industry is a very competitive industry and is hence why artists have to stick out, and offer something new, a new way of performing and listening to music. Drake offers this, and therefore we have decided to play on the audiences memories. The front cover and back cover displays pictures of London. This is a famous City and the landmarks are known throughout the world, especially in the UK. When you look at pictures you create an instant association to how you know what it is or how someone has told you. This attraction will be a unique selling point and help Drake also to stand out as the covers are not of himself of his face, another way we have adapted the usual conventions of a music video, it also links in with the lyrics of the song of being a journey.
We have been inspired by a number of music videos and even films, these insiprations allow us to come up with orginal ideas for our music video. one aspect we were inspired by is the film Project X there party scenes created an image in our heads for some of the lyrics in our song with people dancing and jumping in slow motion, this inspired us, however we wanted it to be more formal than the character of this film, so during the embankment scene we got Anoop to dance to kind of replicate this.
Also the music video of headlines inspired us where he raps and its with his whole crew, we want to mirror this but use the location of an urban ghetto like setting so we used southbank skate pack which was filled with graffiti. Also another one of drakes video inspired us the video Marvins room where clips of Toronto are shown and are colour graded in purple which gives of a very aesthetically pleasing image, we were inspired by this imagery which allowed us to develop our ideas to create something like this by filming traffic in london.
In this music video we what to emphasis the character, showing how they have 'made it', they have reached all of the goals they set out in life. In the music video there are many moving shots of Anoop rapping , this conveys a suggestion of the popstar rock and roll lifestyle, in the industry this is shown by always at the biggest parties, with the most attractive woman, and showing to everyone how much money they are worth which we wanted to go against. In this video as we want to convey Drake as different shooting the scenes as a 1st persons view, what Drake is seeing through his eyes, this eliminates a boasting reference. As the Title of the song is 'Started From The Bottom' which is the love that you have with your friends, showing your loyalty and commitment and showing that no matter the fame and success you remain humble.
The car scene of Anoop rapping in the back of the car has reference to Drakes official video 'Headlines'The idea of going up is shown physically in that video in the elevator, this represents Drakes stuggle to success and struggle in the industryto the top shows success, wealth and fame. We wanted to depict this by the sports car being a luxuray way of travel, as famous people are always current and update. The charcter in the frame adds to the feel of fame with the reference to how they are always in the spotlight no matter where they go.
As the song already has a music video this gave us some ideas, which we could addapt and create new ones. we had to interpret official music videos by the artist prior to starting ours, to make it realistic it has to suit some of the general conventions of a rap video. The Settings and Locations were carefully thought of before filming to ensure they were conveying the image we wanted, for example it would have been out of place to have an artist we want to convey as famous and wealthy in a small quiet town, it would look out of place and not effective for the target audience.
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