Location Recce

                                  Location Recce

For this blog post, our group went out around the sixth form to find suitable locations for a music video. We had to take into account the different factors when finding a suitable place. For example, lighting, and power sockets for equipment that require a electrical source. We also wanted to make sure that our creativity wouldn't be at a disadvantage if the locations we used didn't have the right facilities or the right "feel" for the rap genre. For example, we wouldn't want to film in the country side as it's not part of the rap conventions, unless are intentions were to subvert genre conventions. 

Location 1 - The gantry

This location has high end facilities that we will be able to use during the production of our music video task. The gantry has the ability to control lighting, sound and many other elements. The control over lighting is key as we can create different visual effects which allow us to capture unique camera shots.

Computers on site reduce time, as editing
can be done whilst shooting, making it
a more efficient process

Photo showing some of the equipment
at our disposal 

                                                                                           

Location 2 - Theatre

This location goes hand in hand with the Gantry. We can create different types of visuals when in the theatre, as we can change the lighting by using the Gantry. The theatre also has a large amount of space so we have the ability to create different shots and angles. 

Location 3 - Portswood

This location is good for rap conventions, as it shows urban city life which is a common theme throughout the rap genre. Therefore, this location will allow us to conform to the conventions of rap music. Also, the graffiti suggests themes of poverty, which is another common theme focused on within the rap genre. 

Initial ideas

                                       Initial Ideas

After a tough group discussion, we have finally chosen our song from our chosen genre. We collectively decided to go for a song by the artist J Cole called Role Models. We originally decided to pick The real slim shady by Eminem however, we believed that the narrative would be hard to copy as acting would be required, due to it being a linear/episodic narrative which is story based.

Also, the song Role Models doesn't currently have a music video, therefore we can put our own take on the song. This will allow us to create our own messages and values through the visuals on what we believe the songs message is and what the artist (J Cole) is trying to address to the viewers.

Are initial ideas on the representation of women throughout rap, were generally negative. This is due to the consistent sexualisation of women throughout thousands of rap music and music videos. This is generally created through visuals which sexualise women by showing them wearing limited clothing. We also identified that lyrics were also a way to represent gender negatively. Females are mainly described as objects through lyrics, with their main purpose set to pleasure the male

Are initial ideas for the representation of ethnicity were a mixture of negative and positive. We believed it was positive to an extent, as it showcases their culture which educates the spectator, as we become more aware with their culture and how they are. However, it could be negative as stereotypically, the star is criminalised through lyrics and other micro features, which not only criminalises them, but people of their ethnicity and culture. This widens the gap between them and society, which could create conflict between the two.

Audience theories

                                        The Audience 

For this blog post, I will be taking into account about one of the most vital elements of any product... the audience. To achieve the right target audience that we want our music video to aim for, we have to first establish the main target audience of the rap genre. To do this, we have to identify the different demographics of the genre which is C2, D, E as we assume that this audience can relate with the genre more due to it's messages and values and the connections they have with their lives. For example, these demographics stereotypically experience Crime and poverty stricken areas which is commonly shown in rap.

As well as using demographics to establish our audience, we can also use psychographic profiling to give us a more detailed/advanced idea of who are consumers are. This involves being able to categories people by acknowledging their individual wants and needs. This allows us to target the audience directly which is much more effective as it allows us to attract a wider audience as they become satisfied with our product as it meets their individual needs.

Another way of identifying our audience is by using the LifeMatrix segments. There are 10 different types of audiences in the LifeMatrix segments. The ones that we believe apply mostly to rap are:
- Tribe Wired: Digital, free-spirited, creative young singles.
- Fun/Atics: Aspirational, fun-seeking, active young people.
- Struggling singles: High aspirations, low economic status.

Down below is a Prezi giving information on each of the three different types of audiences that rap could appeal to, and how we could make our music video appeal to them.

Representations in the rap genre

           Representations in rap

There are many different representations to discuss. However, in rap certain representations are much  more common than others. These representations are age, gender, and class and status. However, some of the most important ones tend to be around culture and ethnicity due to rappers being proud of their own background.

                                                    Bobby Shmurda - Music video

Down below is a prezi on the different representations showcased in this music video and what kind of image are they portrayed in e.g. negatively or positively. I also talk about other representations that aren't necessarily evident in this music video, however are a big part of the rap music industry.



How are these representations created?
Class and Status - Performance (Mise-en-scene) is predominately the main aspect in creating representations during the music video. The artist and the surrounding people, create a stereotypical representation of the "D" and "E" demographic mainly using Hand gestures (performance, Mise-en-scene) which symbolise gang culture. Another Example of this, is when they symbolise a gun through their hand gesture, which depicts gang life in urban area's within America.

Gender - Performance is once again the most dominant micro element in constructing representation of gender within the music video. However, it subverts gender conventions of the rap genre as it doesn't include any females for the duration of the video. Gang signs and gun gestures can be seen through out the video, captured by Medium shots (Camera work). This is very negative as it seems to criminalise the culture and ethnicity of people living within urban area's of America, which widens the gap between them and society, as they become fearful of the "D" and "E" demographic.



What I have learnt so far
During this post, I have been able to explore many different representations and how they are portrayed in the music/rap industry. I have a better understanding of how people are represented in the rap genre due to my analysis of this video, and also the detailed analysis of another video during class.

Eminem Star Analysis

                                 An analysis of Eminem

Background of Eminem
Marshall Mathers (Eminem) is an American Rapper, record label owner, and songwriter. Born in 1972, Marshall was raised in Detroit by his mother and is the starting place of Eminem's music career.

Music career
Eminem has won 15 grammy's in his entire music career. Eminem is known for his artistic creativity through his lyrics as well as his alter ego Slim Shady. Eminem has also received the global icon reward during the 2013 MTV Europe Music Awards. Eminem portrays the stereotypical life of a rapper (from rags to riches) which is why he is a great artist to analyse for this genre as he meets conventions as well as subverting them.

Music style
Eminem's music style is very abstract and unique. Eminem creates a story through the use of the linear narrative/episodic narrative which helps the viewers understand his lyrics and him as a person. This is a contrast to the stereotypical conventions of the rap genre as typically, it's all about the star image due to institutions  controlling the star. Eminem didn't like this and so created his own record label, shady records.

Logo for Shady Records

Outside of music
Outside of his music career, Eminem has various acting roles in films. One of his most famous roles is from the film 8 Mile which is about Eminem's life and showcases his upcoming before becoming a mainstream rapper. In this movie Eminem plays as him self (Marshall Mathers).

Richard Dyer's star theory

                              Richard Dyers star theory

Richard Dyer

 

Richard Dyer's star theory suggest that stars are constructed and manufactured for financial gain and to target a specific group of people. Richard Dyer is states that stars are constructed by the institutions to serve one specific purpose which is to make money off of the audiences as they start to become fans and idolize the artist therefore, results in the audience buying the artists products creating more revenue for the institutions, meaning more money and more profit.

This could be applied to various rap artists, and even all rap artists to some extent. One example of an artist who is built around Richard Dyers star theory, could be arguably Drake. This is because the music videos have a circular narrative, and give a lot of on screen time for the star, as he appears in the majority of camera shots within the music video. This can be seen in his music video "hotline bling" which created a big star image for the rapper which involved into consumers buying merchandise belonging to drake, profiting him and the institutions.









What I have learnt so far
I have become confident with this theorist and as a result, I can start to apply his theories into my posts to deliver a more detailed analysis in my posts to come. This could be very useful for in depth star analysis, as I can focus on how they have been constructed by the institutions.

Lyotards theory

Jean Francois Lyotard

Lyotard's narrative theory

Jean Francois Lyotard was against looking at narratives in media as one whole narrative (a meta narrative). He suggested that traditional ways of thinking, like Todorov's theory, are flawed. Lyotard argued that narrative is becoming increasingly fragmented, and that these become stories within stories (micro narratives).

Lyotard also came up with concepts of postmodernism where he published a book on these ideas. This book is called La condition post-moderne which stands for The post-modern condition: a report on knowledge. This book explains his views on postmodernism, however, Leotard himself has disclaimed some of his views on the matter.



Lyotards narrative theory can applied to the Yamborghini High music video that I have recently analysed. This music video does not have a meta narrative, but is fragmented into different episodes. This can be seen when the video uses straight cuts (editing) to transition from the star then back to cars. Therefore, this proves that Lyotards narrative theory is correct, and is evident within music videos.

What I have learnt so far
I have become confident with this theorists and as a result, I can start to apply his theories into my posts to deliver a more detailed analysis in my posts to come.