apologise for the audio it seems not worked so i will explain by texts.
To start off we planned our music video using theories from Andrew Goodwin and Carol Vernallis, their idea on the way music video portrays and the narrative structure.
Using Andrew Goodwin’s theory on the narrative structure for “POP videos”, where from our music video has the singer constantly looking at the camera to show his importance and this allows the view to feel involved with the performer while at home.
Moreover, there are three different ways a music video can have a relationship with lyrics; illustration, amplification, Disjunction. As it has been explained before what each means I won’t bored your mind and go through it again, at first we wanted to do a music video that had little connection with the lyrics (disjuncture) as you can see an example from our music video where we have the split screen it has really nothing to do with the lyrics but it an idea we had where it related to the concept of the lyrics “rising to be a star” we see different stages of his struggle to be the best artist with riches we were influenced by the music video titled and by Lil Jon – whatch you gone do ft. Eastside Boyz as also it relates to our chosen genre. Yet it followed the traditional repetition of the song where’s it comes to the chorus (Rhyme Royale is set Canary Wharf) or when there is same scenes throughout the verses.
Furthermore, Andrew Goodwin analysed POP videos and found most have a form of opening and closure where it would fade away. Our music video has an opening “amplification” to the lyrics were a pan of the London cityscape relating to the song title “It’s my city” this idea was influenced by Wiz Khalifa – Say yeah were it to had a pan on the opening.
The ending (closure) had to finish in a deep meaning where it had a slow motion and Rhyme Royale pointing at his city is the length of time it took him to be at that stage and the struggle starting from the bottom raised by the estates.
Carol Vernallis study on editing and camerawork influenced our music video as such. From her study on edits she found that there are used to draw attention by adding some special effects, we had a special effect on our music video as there is a video for an example referring to the smoke scene where Rhyme Royale blown out smoke and it rewind back into his mouth this grabbed a lot of viewers’ attention, this idea was highly influenced by the music video yet again from the same artist Wiz Khalifa – on my level ft. Too Short.
Ancillary
From visual effect I went for the convention of the genre and the title name and what the artist is about his experience, I wanted to give an insight to Rhyme Royale through my digipak.
The obvious genre I went for was more of the underground genre and link to the Hip-Hop/Rap industry. This was done through artist positioning, costume, background colour, images used and the font there is various links and influences to other albums that suit my concept and genre. The costume gives us the image of him being rapper giving Royale a “hard look”. Explaining the font is easy it’s the colours of London simple as most rappers aim to promote themselves b showing their background and where they “Represent” and thought of the same bycalling the album “L-D-N” and also promoting his Label.
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My adverisment is a simple i wanted it to be simple for the fact it kind of suits the genre. I found many flash and a lot of things happening at once in an advertisment and i thought how would this promote the artist if things are distracting? So looked for more basic advertisment and my influence was David guetta "Nothing but the beat".
