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UAL Awarding Body



Unit 9: Characteristics and contexts in media

and communication MUSIC VIDEO (HIP HOP)

Sarah Wilson; Adam Jones; James Ashford; Chris Leinster

Date Issued: Monday 06/11/2017
Final Deadline: Friday 15/12/2017
Vibe Productions

Vibe Productions requires you to produce a media production to

demonstrate your expertise within your chosen field.

You must submit a portfolio of work which

shows your understanding and application of
conventions and techniques within your
chosen specialism.

Your products must be completed and

submitted by 15th December 2017

Your work must include details on the conventions of your specialism, existing
examples to support your points, self-created content, and an evaluative
section detailing your strengths and areas for improvement.

For more information, please visit

The Fine Print

You must produce your own production using the following


You must demonstrate an in-depth understanding of your specialism

Only one person of each specialism is allowed in each group
Group size should not exceed three people


Prior to shooting your production, you must submit the following (may vary
depending on specialism):

o Script
o Story board
o Test shots
o Props list
o Location
Recces for ALL
o Call Sheet
o Equipment
o Clearances /
Grading Criteria

Unit aim: Provide students with an opportunity to develop a focused, in-depth,

understanding of the range, characteristics, complexity and contexts that define
media and communication activity. It will require the student, through exploration
and investigation to enter into a more formal dialogue of personal interrogation
and understanding designed to confirm strengths, enthusiasms and ambitions.

Learning outcomes
On successful completion of this unit the student will:

1. Understand the characteristics and context for a chosen media and

communication activity.

2. Be able to use knowledge of the characteristics and context of a media and

communication activity.

3. Be able to use evaluation in support of creative media production.

LO1.1 Research:

Analyse three examples of music videos from the Hip Hop genre. Discuss how and
why different techniques are used depending on the context and lyrical content.

Hip Hop is a genre that has changed over time and as a result, so have their music
videos. A lot of videos are stereotypically built around crime and aggression,
however that is not always a representation of the genre. Artists such as Lauren Hill
use more positive videos to represent the community she was from and others you
have looked at previous, like DRAM Broccoli, are also a lot more fun. You need to
look at this variety within your research.

1. Secondary Research Using the internet and books, research the

conventions within Hip Hop music videos. What characteristics are
expected to be seen? Why is this? How do they represent the
background of the artists?

- Examples find at least 3 examples of

music videos and analyse their
production elements. Are there
similarities between the videos? Why
do you think this is?
- These should be in-depth analysis of
the videos, with at least 10 screenshots
uploaded and discussed. Consider the
o Mise-en-scene
o Camera angles
o Locations
o Editing

- You should also refer specifically to time codes in the videos you have
used, in order to discuss specific edits/cuts to the beat etc. Upload
the videos next to your analysis.

2. Harvard Referencing Ensure all of your research is Harvard

Referenced. This is easiest if you complete it as you work rather than just
doing it all at the end. The more references you use, the greater the
reliability of research.
LO1.2 Propose a brief:

Based on your research from Task 1, propose a brief for 2 small projects which will
demonstrate your ability to use your knowledge of the codes and conventions of Hip
Hop to create effective segments of music videos.

You must create a crime orientated video and a community or fun music video
to represent different styles of Hip Hop.

You will be required to justify your choice of songs as well as the style of music video
which you have chosen to produce them in.

Your research should inform decisions such as the location, theme (mood), and
editing of each video.

You will need to make 2 different examples to demonstrate different styles. Your
examples should be built around the opening 2 minutes of each song.
LO2 Plan and Produce a Media Product:

As you will be focussing your own specialism, you may want to work with
another student whose specialism will compliment your own.

For example, an editor and a camera operator could work together, or a

camera operator and a lighting technician.

Maximum group size is three. You can only have one person in your group for
each specialism. Dont have two editors working together!

Prior to shooting your media productions, you need to plan them to ensure
their success. It will make you more time efficient when filming and will make
sure your productions run smoothly.

Your pre-production should include the following (some may vary dependent
on production)

Production Schedule
Props List
Crew List
Location Recces
Clearances and
Contingency Plan

Your finished product should be of a high standard and demonstrate an

awareness of key techniques and concepts. This may include (some may
vary dependent on specialism)

Camera Angles
Editing Techniques
LO3 Evaluation:

At the end of each LO, you should be completing evaluative

journal entries - evaluating, analysing, and highlighting areas for

It is extremely important that these are completed as you work and not just at
the end. Please remember to take photos during production and screenshots
as you edit. All of this will help to support what you are evaluating.

Follow the guidance available at

use-evaluation-in-support-of-creative-media-production.html to help you
through each weeks entry.