1. In what ways does your media product use, develop or challenge forms and conventions of real media products? Music genres tell a lot about an individual, for example the way Victor Karani is portrayed in his music video ‘the intro’ reflects his personality. Andrew Goodwin created a book, ‘Dancing in the distraction factory’ where he explored the typical codes and conventions which arise within a music video. He was particularly interested in the imagery and visual language; he wondered whether music videos reflect today’s society or current climate/ state of affairs. The typical codes and conventions in which Andrew Goodwin stated which are promoted by many music videos are as followed: 1. There is a relationship between the lyrics and the visuals. 2. There is a relationship between the music and the visuals. 3. Particular music genres have their own music video style and iconography (visual style). 4. There is a demand on the part of the record company for lots of close-‐ups of the main artist. 5. The artist may develop their own star iconography, in and out of their music videos, which over time, becomes part of their star image. 6. There is likely to be reference to voyeurism, particularly in the treatment of women, but also in terms of systems of looking (screens within screens, binoculars, film and movie cameras etc.) 7. There is likely to be intertexual references, either to other music videos or to films and TV texts. I have referenced many of these codes and conventions to the music artist, Victor Karani as they apply to his music video style and iconography. There is a clear relationship between the music and the visuals; the music video is based around Victor’s lifestyle and is stylised in black and white. ‘So if you ever notice, money becomes the motive, our hearts become the coldest, the grief becomes golden’, these lyrics are part of the music which emphasizes the visuals shown in the music video. The video was filmed in Geneva, Switzerland; Geneva is a global city, a financial centre, and a worldwide centre for diplomacy that reflects Victor’s lifestyle and iconography. Although Victor’s lyrics can contrast with the connotations of Geneva, personally I think that the contrast compliment the music video. State why you think your video is appropriate for the style of the track, the image of the artist or band and the genre of music. Conscious rap is a subgenre of hip-‐hop that focuses on social issues. Typical conscious rap music videos include themes such as; sex, gender, religion, money, power and social status/class and reinforce these visuals within their videos. Victor Karani applies to Andrew Goodwin’s ‘particular music genres have their own music video style and visual style’ due to his expression of life-‐related issues within his music video. Although Victor’s music would be generally classed within the conscious rap genre, some of his lyrics in other songs suggest his music could also be classed as gangsta rap. Why would this representation be appropriate for the genre of music and for the target audience? I have chosen to represent Victor Karani in a way that reinforces his genre of music and appeals to his target audience/fans. By researching into youth cultures, this enabled me to get a feel for why the music artist dresses like he does and how to link his style with the music video.
By being multi-‐cultural, Victor has created his own individual iconography that reflects his music strongly. Joe Gow identified six central genres of music video, all of which are defined in terms of their relationship to the display of the performance. Victor Karani ‘s music video for ‘Intro’ connotates the enhanced performance video, one of the six central genres of music video identified by Joe Gow; it blends performance elements with other visual elements, a blend justified through associational form of motivation. The music video includes the artist performing in Geneva, with visuals added such as camera shots of the surroundings of the set, an introduction and studio shots; this representation of Victor is appropriate for his chosen genre of music, conscious rap, and fan base as it is most suited to his iconography. What were you hoping to achieve with the video-what were your aspirations? One of my main aims regarding the music video was to make sure it represented Victor Karani in a way that not only promoted himself as an artist, but a youth figure with aspiration in the conscious rap category of music, also to make a connection between the music artist and the audience. Personally I think that if you cannot relate to a music video, especially met all of the codes and conventions of a typical conscious rap music video. Personally I think that if a music video does not match particular codes and conventions of the music genre, it immediately creates a negative impression to both the audience and the music artist. I also aimed to produce an ‘analog narrative’, one of the three ‘narrative forms’ of music video identified by Steve Jones that includes non-‐concert performance of the song intercut with other material. I aspired to use this type of narrative to increase the variance and creativity of the music video. DVD Digipak and Print Advert Analysis:Apply questions to both What are the key elements of your DVD Digipak? Artwork/images/photography, record company logo, soundcloud address, bar code, review quotes, audio CD and DVD tracks, blurb, typography, exclusive remixes and special guests. What have you included and why? I have included most typical elements of a digipak. The main digipak element which I wanted to be the most attractive to consumers was the artwork/photography; I wanted to create a niche style based on creative and attractive images. What inspired your DVD Digipak? Is it similar in any way to other existing digipaks? I was inspired by the music artist, Nas and his iconography. His digipaks are simple, however creative and influential, which is what I wanted my DVD digipak to be like. The layout and design of his album ‘….’ Particularly inspired my ideas. The digipak for Victor Karani is similar to other existing digiapaks, such as ‘..’ and ‘….’, in the way that they both reflect the image of alternative hip/hop and youth subcultures. Is there anything unique about your Digipak? Personally I feel the photography and images used for the digipak are unique as they give a clear representation of the artist.