Q1 - In what ways does your media product use, develop or challenge forms and conventions of real media products ?

Andrew Goodwin's theory of illustrative, amplifying, contradicting lyrics.

In our video, some of our lyrics had explicit references to objects. In this case and many other RnB videos, it's to do with activities related to alcohol and women. The song had a few lyrics, inwhich, I believed we could either illustrate, amplify or contradict. I had extracted clips from our video and explained what lyric and what form of relationship it had with the action from the video.

Artist looking directly look into the camera

Camera Movements and other Influences

This is Drake, 'Headlines', we took the idea of the dining scene,

with Drake smoking and drinking alcohol. This suggesting he is a don,

and has people power and men under his influence and authority. We wanted

to portray this same aspect in our video, with our dining scene.

The Banquet Scene In Drake's Video 'Headlines'

The Banquet Scene in Rhyme Royale's Video

Champagne and Alcohol

This is from Dolla's music video, 'Make a Toast',

we took the idea of having a champagne/alcohol 

bottle. As this seems to be conventional, in most RnB 

videos. In addition, We took the scene of the 'toast', itself,

suggesting that Rhyme Royale has people power and authority.

The slideshows below, show the ideas that we took from Dolla's music video and that we took into 

consideration. The first one, is about the toast and the man power he controls and the second, he shows the empathy of alcohol in his video.

Edits and Women representation theory of Laura Mulvey

In Drake's video, 'Money to Blow'. We took the

idea of using one of the split screen edits, as we thought
it was a great way of putting empathy on Rhyme Royale,
as well, as the objects associated around him, i.e. women. We
considered Laura Mulvey's theory of representation, of females
in music videos. We wanted to make women look like a desire
and an object to Rhyme Royale and the male audience, who can
relate to him.

Here is the split scene screen applied to our video

, if applied to Laura Mulvey's theory of representation. We wanted to show

women as a sexual desire of the male audience. Hence, specific focus was

placed on part of their bodies.

Smoke, Smoke and blow it away...

This is Wiz Khalifa's, 'On My Level'. We took the

idea of the smoke being reversed in to the mouth. As

most of our music video was being filmed in a Shisha

lounge, so we thought it could be a nice touch. In addition,

it looks quite menacing and we wanted to show that Rhyme

Royale is a bad boy and a rebel - which seems to attract female attention,

in RnB music videos. Here below, I lined up some images from my video,
of Rhyme Royale and his female accomplice smoking, to portray this rebel
representation. It seems like the idea of drug use is a effective portrayal of
that 'Rebel image'.

The City and Establishing Shot

This is Wiz Khalifa, 'Say Yeah'. We liked the start of the video

of how it introduced itself, with the cityscape, with the artist and

track name, floating with it. So we chose fonts that suited our genre,

and imported it on to our establishing shot of Canary Wharf.

This is the opening shot to our music video, as you can clearly

see we took influence of the text and the same camera movement,

conducted from the Say yeah video. We thought it would be a classy way
to begin the music video.

The Filters we used

We applied a filter with a light and amplified with
Final Cut Pro.

This is Belly - Purple Drugs, we wanted to take the
filter of the shots made. 

This is Usher - Yeah, the blue filter, gives off that cool feeling,
along with the idea of everybody is all in the same feeling, as
they're in a party.

This is Drake - Marvins room, the filter used gives the feeling
of surrealness and hazyness.

The filters gave off an intensified effect, as it is common in all videos. In Belly - Purple Drugs, it gives off that feeling of being lost and mystery (connotations associated with the purple). Our Burgundy and red filter, gave off that feeling of sexual tension and heat in our video.












Ancillary Products

This is the front panels of the Digipak, as you can see that the city of London
is evident within the songs. As the song we did was called, 'Its my City'.
I researched some artists from London and checked out their Digipaks and
could see that London skyline was used, with effects to satisfy what kind of
feel that they wanted to put out.

With K Koke, that feel was a smokey and gritty London. Whereas,
in our Digipak, we wanted London to look stunning and shimmery.
However, our genre was not to do with Gangster Rap or Grime. So we
altered the city to portray that it as a place to be, with the night life. Not
somewhere that is associated with Estates and Ghettos.

This is another piece of album art, inwhich, I developed my Digipak
and poster upon. Ne-Yo is an RnB artist, just like Ryhme Royale, as
you can see the image of the album is taken at night, which demonstrates,
something about a City's night life. However, I did not want to portray Rhyme
Royale as a formality, as that was not specifically, his target audience. Hence, he
wore casual and items, that his target audience desire, such as Beats Headphones and
Biker jackets etc. Therefore, I can say I managed to fuse the two aspects of album art,
from Grime and RnB together.

However, during our video, the filming took place a little early prior to
sundown, as I was looking for that darkness to come through. This
could contradict the whole concept of promoting the night life aspect in RnB
videos. On the other hand, the white sky, could connote the idea of rising

This is the advertisement poster, once again. I stuck with the
blue theme throughout, so the ancillary products were consistent.
I followed the conventions you would find on an advertising poster, for
a music artist. I referenced specialist RnB magazines, to give their ratings and
comments upon him, as the audience would get the assumption, that he is a talented artist.

I placed the iTunes and HMV in the poster, to show how easy it would be for his target audience,
to get hold of his music. As millions of people use iTunes and for those who would like to get hold
of his album, they could go in to a store and purchase it.

Also, I added the social networks that Rhyme Royale is connected to, which is the three major social
networks, this tells his audience, that he is easy to connect to and communicate with.

This is the inside panel of my Digipak, I followed the convention of keeping
a filter and theme consistent throughout the Digipak. I tend to notice that
blue had a consistent upbringing in other Digipaks, such as, the one below of
Pitbull - Planet Pit.

The blue theme here is what we utilised in our Digipak, as
we believed that this was the colour of our genre of RnB. This
is Pitbull's Planet Pit album, however, we challenged the apsect
of his face being merged in to the woman. As we thought, it would give off
the idea that Rhyme Royale is just a ladies man, which he is but we also wanted
the album to be about him and his city.