Music Video

Evaluation

Final evaluation

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Final Crucial- Straight up Hip Hop Music Video

http://www.youtube.com/watch?v=pkLe8GK6z9c

This is the music video me and my group have made.

As our project draws to a close we need to pick out which front cover, back cover, insides and advert best suits our music video. Each person in the group has created one so we asked people which ones they prefered. We presented a group, who have previously seen the video, which front cover they prefer and suits the video best. This is the front cover that won the majority vote:

We presented the same group with the four back covers and this is the one they liked the most:

This is the advert our target audience has picked:

And the CD insides they felt suited the video the most:

They felt that this really suited the back cover.

My advert

I have my advert relatively simple like the ones I have conducted the research on. I used the graffiti theme that has been consistent in my project. For my advert I have used different pictures, I used InDesign to create my advert because it seemed easier and more appropriate. I have a HMV logo and a rating from Vibe magazine which is the biggest Hip Hop magazines which feautures HipHop a-listers.

Analysing music adverts

Most adverts are just nice and simple; for example the Tynchy Stryder one below. He uses a simple picture and an uncomplicated colour scheme. The text is in green, white and yellow with some information on how to order.

50 Cent’s advert is also very creatively done and doesn’t look really complicated or over done. The text is in white and red on a picture of the artist; because the artist’s back is turned it doesn’t the text doesn’t cut of the mode of address

MY DIGIPACK AND ADVERT

These are the front cover I have made using Photoshop CS4. I really liked this picture because graffiti was the main theme in our project. I made it nice and simple like the CD covers I have annotated before. There is only the name of the artist, album name and a parental advisory on the front cover.

For my back cover, I had a list of the songs in his album, a simple picture again using graffiti and a barcode. Comparing it to other back covers it looked really good.

Reasons for Locations

My first location was Liverpool Street, we went to a graffiti clad area and decided to shoot around those areas. Why graffiti? A lot of people wondered while we were shooting.

“The relationship between graffiti and hip-hop culture arises from the appearance of new and increasingly elaborate and pervasive forms of the practice in areas where other elements of hip hop were evolving as art forms, with a heavy overlap between those who wrote graffiti and those who practiced other elements of the culture.” http://en.wikipedia.org/wiki/Hip_hop

Graffiti writing is one of the pillars of Hip Hop so this is the main reason why we have decided to go down this road. Like the Hip Hop genre graffiti has negative connotations. Society sees it as defacing and anti social which some forms are but others are truly inspirational. This is the unique selling point of our video and digipack.

Another thing that kind of confused people is the reason in which I have filmed my artist performing to a camera. Before we started filming my group and the artist spoke a lot about his music, what it’s about and the message behind his song. Crucial’s song is about “Hip Hop in its purest form.” He makes fun subtly of Hip Hop artist who are in the industry for the wrong reasons. His song is called “Straight Up Hip Hop” and he is trying to get a point across to the audience. Superficial Hip Hop artist talk about money, women and wealth which under values the genre because Hip Hop is about freedom of speech. This is the message behind the camera on camera style. He uses a lot of sattire in his lyrics; this is his way of trying to get his message across to people. He tries to provoke thought when he is performing by being funny when talking about serious topics. So I thought this would be appropriate because he is mimicking and poking fun at artist who are in the game for all the wrong reasons.

Another part of our video consists of Crucial standing in front of a projector and showing pictures behind him. One of our Indicatives have inspired us to use it but we adapted it and made it differently. The pictures all have a powerful message behind them. Below are a couple of examples.