For our A2 task we was asked to design a lip-sync music video from a signed or unsigned artist and we also had to design an ancillary task which was to design a magazine advert and dig-pak which would link in to the music video. As a group we was fortunate to get an unsigned artist form Downham Market he is know by the name ‘Filterz’.  We was fortunate to get into contact with him and he gave us his permission to use his song “My Messed up Brain” and shoot a music video for the song. We was even fortunate to use the artist himself within the music video he was the main character within the music video.

 

When were designing our music video we wanted to make sure we used the British Hip- Hop genre, as this is what genre the song, to show we used a hip hop genre we made sure our mise en scene was correct troughout the video, for example we used baggy all throughout the music video but this did not challenge anything as it is the sterotypical hip hop clothing for this type of musiv video.

 

When thinking about the mise en scene we had a dark scene menaing that there was not alot of lights and noise going on around the artists, this challeneged the convention of a typical hip hop vidoe becuase usually they are filmed in big cities with lots of lights where as we filmed ours in a rural countryside which relates back to the theorist Neale he said "'genres are instances of repetition and difference" we decided to argue against htis throughtout our music video sinc ewe used a differnet scene.

linking this to the ancillary task we made sure that both the digipak and magazine advert was very dark to show synergy throughtout both of the tasks. 

 

when we was filming our music video we used alot of wide shots to show the audience the scnee behind the artist. this challenege Neale again because Wide shots are not usually used for the convention of hip hop genre.

 

when doing the editing for out music video and ancillary task we decided to put a rewind part half way within the music video. This was challenged as it is not usually conventionalto use this type of editing technique in a british hip hop video but it did engage the audience which also then related back to Neale that everything should be in repetition and have no difference where we challenged this. 

for the anacillay task we used a editing software called 'Sonyvegas Pro' we used this to edit out magaizne advert and digipak. to make sure there was synergy throughout our ancillary taks and music video w emade sure we use dht esame filter throughtout the editing htis is to make sure th elighting of the images and clips where all the same so it is conventional and the audience cna clearly state that they all realte to each other. This links to Richard Dyers star theory as it makes it ordinary but extroordinary a thte same time.

 

Finally when doing the font style and language of it we made sure we used an informal language as it makes it relatable to the audience which links to the uses and gratifications theory ( perosnal identity) becuase not everyone speaks formally all the time. os it also links make to Dyers star theory of extordinary and ordianry beucase somehting extordinary and be made ordinary if used consitantly.