Our music video definitely challenges the forms and conventions of media products of the same type of genre. The original music video to our song by Kanye West is a popular rap song and includes a range of things typical to such a genre such as costume and location. Our video is more artsy/ montage video which features all of the band members, and therefore goes against the typical conventions of a rap music video. We have locations such as a studio and gym, places which wouldn't really be associated with rap, as they usually contain locations such as, basketball courts, parties/clubs and against walls. This may have actually been more effective had we conformed...
The dress code of our band members are also non-conforming. Common costumes in rap music videos include vests, hoodies, caps, jeans or baggy trousers, sunglasses, lots of jewelry; ours is opposite. We decided to go with the smart casual look, consisting of trousers and shirts, suiting us much better. We were afraid that by going with the typical rap dress code, that it might come across like a parody and we didn't want this, although that was our initial idea. Also, the fact that we are a band performing a rap song is definitely challenging conventions, as most rap songs are performed mainly by a solo artist. Bands are more associated with the genres of pop and rock.
Digipak and advert-wise, they seemed to not be very conforming also. I was given criticism for my advert as it was said to resemble a film poster, not a music one. However, this was the aim, as i didn't want it to look the same as any other music advert. Plus, a little controversy will do no harm.
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