In our music video, have use a lot of different devices to make our video effective, such as different props and we have used the green screen to its full potential and took advantage of the facilities available. What makes it different from real media products is that we tried to balance the footage from outside and the green screen room to create a superb visual video, which differs real media products. We used interesting locations to give our video an extra edge, but we also acted naturally not as if we was acting like a normal rap video when you feel like that artist has rehearsed it many times, we went out and did what we felt. We challenged forms of real life products by not really having a story as the video is made up of different shots with different locations and doesn't give the audience a clear view of what is happening and by doing this, we strayed away from a linear narrative and tried to let the audience think for themselves and come up with their own conclusion of what is happening with the character.
What separates our video to an real rap artist video is the location, you wouldn't have a famous artist filming in Manchester in winter they would rather go to something where its sunny, also we didn't feature any girls in video which is different to typical rap video which features girls almost naked and degrading themselves which is a typical stereotype. Our music video has similar conventions to a typical rap video because our artist is performing and there are fast cuts to the beat.
Using Goodwin's theory of the six major conventions of a music video we've been able to assess our own video to see if it follows these conventions. One of Goodwin's theories is that the lyrics and the visual have relationship between them in our video of dollar and a dream the relationship is shown when "young nigga with his jeans low" is shown which shows the connection between the lyrics and the visuals. We planned on showing the jeans low because it symbols " freedom and cultural awareness among many youths or a symbol of their rejection of the values of mainstream society" this is the beliefs of the rap artist community and young teenagers in America.
This is shown in the image below where the performer has his jeans low to indicate the relationship between the lyrics and visual.
Another of Goodwin's theories refers to the genre conventions of a video. There are many traits in a music video that are specific to the genre of the song, in the song take a chance on me by JLS (URL - http://www.youtube.com/watch?v=JIzw7BHmkN4) he is filming in a urban location as you can see the London wheel in the shot at 0:30. The way they are dressed is a very typical fashion which must artist dress which is a similar approach we took when we was creating our video, also their locations which we could recreate in our image
Finally another of Goodwins theories is the representation of the musician or artist that is portrayed in the video. Some record labels have huge power over the way their artists are dressed and how they act in the music video to please certain audiences, an example of this is the pop culture who please their audiences by singing love songs and dressed in colorful clothing but in the Rap industry if they feel that your dressing to impress they label you a sell out because your acting and not being yourself. We took this into consideration when we was making our video. Birdman - Y.U. MAD (http://www.youtube.com/watch?v=jHgOvf7710k) is a typical Rap video were you can tell that the record company hasn't had any input in the video compared to a video such as Britney spears - toxic (http://www.youtube.com/watch?v=LOZuxwVk7TU&ob=av2e) which is typical pop video which you can tell the artist is dressed in a certain fashion and acts in a certain manner to please his/her's audiences.
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