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1. EVALUATION Ariba Ahmed

3. WAYS IN WHICH OUR MUSIC VIDEO CHALLENGED THE CONVENTIONS OF REAL MEDIA PRODUCTS? Through research I found that most Hip Hop videos use the idea of ‘the cult of the star’. Most male hip-hop artists like to expose their material possessions (eg;cash shown in the video on the right, excessive jewellery) in their videos to enhance their dominance, this is the persona that alot of the younger audience look up to as role models. This is also expressed through other ways such a low camera angles to shown their superior (also shown on the right) Other Hip Hop music videos also consist of objectifying women to convey power, aside from this their lyrics also talk about their background/where there from (which is usually low maintenance area) and they express their success, overall their lyrics are personal and their videos usually portray this. .

4. However, for our music video we didn’t COMPLETELY conform to all these hip hop conventions. As we believe our artist is more interested in promoting himself and his music rather than material possessions. Especially since the title song is ‘straight hip hop’ the narrative is about hip hop music is not just about the materialistic conventions we see today but about self expression which still exists in alot of hip hop music videos but needs to be more recognised. Our artist highlights this by his lyrics which are reflected through the projection shots in the music video, wherein, the images in the back represent current events/political issues eg; anti stereotyping/ anti terrorism/anti racism. This is shown on the images on the bottom right which reflects how we should open our eyes to important things in life eg; poverty around the world shown in the first image of post-flood image in Pakistan. Also, our artist doesn’t wear excessive jewellery/show cars/ other major materialistic things in the music video.

9. THE QUESTIONNAIRE 1) From the advert and CD cover do you think the music video will be mainly performance or narrative based? Circle one. Performance Narrative 2) What do you like most about the CD cover and advert? Circle one. Colour Picture 3) Was the link between the CD cover and advert and the music video easy to establish? Yes No 4) Do you usually listen to this genre of music? Yes No 5) Does the video look like typical Hip-Hop video? Yes No 6) If yes what features did you like about the music video? Please write here. ................................................................................................................................. ............................................................................................................................... 7) Did you like the colours used in advert and CD cover? Yes No 8) What kind of TV program do you think you would see this video on? MTV base 9) What improvements could you suggest that would make the music video or the ancillary texts more attractive? Please write here. ……………………………………………………………………………………… .. ……………………………………………………………………………………… .. 10) Finally, would you watch the music video after seeing the advert or CD cover? Yes No

11. Finally, we asked if they would consider watching our music video if they saw the advert or CD cover. The majority of the focal group answered yes and we were so pleased with that end result. Therefore, I have realised that our ancillary texts have marketed and promoted our music video successfully to the extent that our target audience would watch our video and raise its popularity

16. 1. Out of the following, which Magazine advert do u find most appealing & why?

18. FINAL CD FRONT COVER WE DECIDED UPON Produced by myself as it received the most postitive feedback, through comments and ‘likes’ etc via social netowrking website- facebook

19. FINAL CD BACK COVER WE DECIDED UPON This is Warsan’s back cover that was chosen as it shows alot of synergy as itis evidently the location shot that matches the genre of the hip hop music and it has a very urban feel to it. it also contrasts well with the inside cover

20. FINAL INSIDE COVER WE DECIDED UPON The simply written graffiti reads ‘horn head in the fuckin area’ whilst he is facing to the right, this not only reinforces conventions of a hip hop/rap genre which is area dominance/turf wars etc it also as the artist facing to the right where the cd is supposed to be placed. claiming the music to be his own, unique, original in a ‘area’ of his own. Also the person graphitised the wall represents the devil as he has horns but him facing away from the artist reflects he is a strong good character and isn’t influenced by bad, this sets a good example especially to the youth of our target audience. This inside cover was also produced by me and chosen especially for the relationship and synergy it has with the back cover due tot he colours used also through research we realised inside covers are more subtle as itis what the audience sees later on, whereas the front cover needs to really attract the audience to purchase the product more.