Album Cover Images

Album covers expose visual information about the artist's music, ranging from the actual title of the album itself to the record label supporting the artists all the way down to any urgent information about the album for example parental advisory's.

We constructed a survey delegated to 20 people in hope of obtaining their opinions on what they thought the image on our album cover should be. Their opinions are more than valid because in the music industry, specifically Hip Hop/Rap, fans of the artists and even critics help form and escalate the performers image and without their inputs they wouldn't be musician they are today. The information extracted from the public revealed that most of preffered a combination of various images which initially was not our intention but these valid opinions have converted our mind set thus altering our image arrangements for our album images. We recorded our obtained data received from the public on Microsoft excel to help convey which images the general public wanted to witness on the final album cover.

The pie chart, extracted from Microsoft Excel, reveals that more people preferred the second album cover with the third album cover coming a close second. this unveiled to us of maybe combining the two images delegating the most popular cover as the main image on the front whilst the other image will be used as the back cover.

Initial Planning (Research into Hip Hop/Rap genre)

The music video we have chosen to adopt presents us with the opportunity to unveil our many skills. Whether they be in the performing aspects of the video, cinematography or even the editing of the whole production. Specific role's have been delegated amonsgt the group . Jacob will take on the role of the protagonist accompanied by Rebecca and Lucy who would only feature in specific scenes which specifically conjunct the lyrics. We will collectively direct the video in hope of attaining a wider range of ideas which could help produce a high standard of filming. Furthermore, we will we would each contribute to the editing of the piece because we each harbour the skills obtained from AS media.

The initial planning of our music video was of a broad spectrum. As a group we were wise enough not to limit our choices to only one genre. So we did in fact analyse a selection of different genres, including the folk/acoustic “The a Team” by Ed Sheeran. The dance/pop “Telephone” by Lady Gaga and the hip-hop/rap “Hustle hard” by Ace Hood. In my opinion, analysing a selection of different genres and not limiting it to one, allowed us to gain a better insight to the music industry and the way in which music videos work; thus giving us a better advantage when making our own music video.

Between the three of us we had decided that we wanted a somewhat storyline narrative portrayed through our video. We wanted our video to represent everyday life and the normality of working life but at the same time, we

wanted to get across the message that anything is in fact possible.

To fulfill this, we believed the rap/hip-hop genre would work best as we thought this was the most energetic and would appeal to the motivationally driven adolescents who hope to achieve more in life. We also wanted to break the stereotype of rap music, as many people do in fact assume rap has no meaning.The reason as to why we chose the song we did, relates directly to the message we wish to convey, that it is possible to move “on to the next” aspect of life and follow what you dream of.We believe what you are moving onto is individual and should be what makes that person happy. During research into the hip-hop/rap genre I was made aware of a quote by Tupac Shakur, himself being a famous rapper. He stated “during your life, never stop dreaming. No one can take away your dreams.”

The hip-hop/rap genre usually consists of rapping, a rhythmic and rhyming speech that is chanted. The words usually rhyme, like poetry over a beat. The stereotype of rap assumes that rap/hip-hop is usually only about several things, such as girls and money to name two. However, rap can be consisted like poetry as previously mentioned. For example, many rappers such as Jay-Z and 2Pac write lyrics that people can relate to, about things such as love or everyday life.

Adaptations to our production

Planning and eventually choosing the locations of our production came from our own thoughts and various ideas came into existence from every day life, watching and analyzing other hip hop videos. The choice of locations worked well with our video however when actually arriving at the location, a collective amount of opinions would be said to add or change shots and surroundings as it didnt adapt well with our video. For example, we wanted an over the shoulder shot of Jacob walking over the bridge in Hulme due to the open space and freedom. However this proved to be difficult as it is indeed a public place and was profoundly busy especially at the time we arrived. As this occured we went back on another occasion,to see if the situation had been resolved and if the business reduced but this was not the case as it was an all round busy location; and so we opted to use a medium shot of Jacob stood next to the bridge, as opposed to walking over the bridge itself. This solved the extraneous problem we faced of getting people in the shot when we didn't want that. To further solve the problem we used another location, an alley way in Hulme which was evidently less busier as it was not a public place compared to the bridge. This was advantageous as is connotes lack of freedom as it is such a tight space and the long walk through the alley represents a journey to freedom. An alley has connotations within itself, of being 'scruffy' and seen mainly near estates. This worked well because in our video we are trying to express how the star image is becoming successful yet he started from humble beginnings and had very little in life.



Since filmed in colour, our production was firstly based in colour throughout. When planning the Video at the commencement we decided on editing the footage to all black and white because it seemed adequate for the hip hop genre. However when exporting and filling up the timeline we came to the conclusion that the colours applyed caught the viewers eye making it striking for the audience. Due to this we only changed distinctive parts such as Jacob and Lucy in the studio lip syncing the lyric 'On to the next one' together.
Many other creative desicisons such as the montaged street dancing constructed to add realism due to the jusifications of modern day hip hop videos habouring a dinstintive type of ritual dance. As seen in 50 Cent "Candy Shop" music video.


This is an aspect of intetextuality we trtied to replicate in our adaptional video.

Locations/ Significant Locations

We filmed in various locations as they represented significant parts in our film. It was crucial that the locations used during the production of our music video conveyed essences of wealth and also in contrast locations which depicted poorness.

The opening establishing shot (shown above) was clinical due to the representations a bus stop has in everyday life. Furthermore we aimed to replicate our storyboard precisely and this specific location fitted criteria very well.

We had some inspiration off certain films which influenced the locations we used to film. The film ‘Kidulthood’ follows a group of teenagers from London, who live on a London estate. It follows their lives, showing they do not have much which evidently leads them to gang and rivalry, as they have nothing else and do not follow their dreams. The locationsin ‘Kidulthood’ represent working class and a somewhat struggle; and so we tried to use similar locations in our video. We chose to use a bridge with graffiti which represented an estate like environment.

Firstly, walking down an alley way conveys the fact of the poor unattractive surroundings This relates to our song as the protagonisted is moving up in life gradually as he started from lower working class. Other locations consist of the cark park of the arndale in manchester where we filmed the big wheel and Jacob performing on the edge with buildings in the background

Filming at Rebeccas house in Hulme Manchester was very useful as this associated to the lyrics once again due to us making a sign of "Hrown ups only" this is played when the lyric is said

Costumes

In many music videos the costume in which the star image is dressed in, plays a huge part. They can represent certain feelings and emotions for the audience to engage with; and at the same time be used for effect. One specific example in which costumes can be used for effect and dramatisation is many of Lady Gaga's videos, one of them videos being "telephone" in which we have analysed previously. Although the costumes Lady Gaga herself wears are very dramatic and emphasised, they are still intended to represent a certain mood/feeling.

For example, in the prison scene she is seen to wear a black and white outfit which in my opinion represents the good and bad of society. Black glasses are covering her face which may suggest her not wanting to express her true self.

This can be compared to another outfit in a different scene which is extremely differet. The star image, Lady Gaga is dressed in an extremely revealing costume. The outfit consists of a somewhat bra and knicker set which displays the American flag. This could possibly show that Lady Gaga wishes to express where she has originated from and that she is proud of it, as the song itself relates in no way to America.

However, some music videos don't hold much importance surrounding costumes. For instance, Jay-Z's "Empire State of Mind" features Jay Z himself, the star image, dressed in casual, everyday clothes which can be seen as a 'normal/everyday' approach. The colours tend to be dark colours which could creates a sense of mystery. This can be said for the majority of Jay Z's videos.



He tends to deliver his music without a performance opposed to Lady Gaga who performs her songs.Throughout our production there are different costumes which will be selected and used purposely to intend a certain effect. The star image, Jacob, whom is playing the part of Jay-Z, wears several different costumes to display various feelings and symbolise different things. The outfits he wears are far from dramatic yet still manage to represent certain things. For example, during the working class aspects of his life in which he faces a somewhat everyday struggle, he wears casual clothes, that aren't out of the ordinary and does not hold any luxuries.

However, to represent a rise in money/wealth/power/status he is seen with certain luxuries and dressed head to toe in a smart black suit. The black suit represents sophistication and organization of himself and his life. In the scenes that Jacob is in the black suit, it is filmed agaisnt a white background which shows the contrasts: good and bad, poor and rich.

Another person to appear in the video is Lucy, who only appears in footage that shows Jacob as being rich and powerful. This reflects the thoughts of the everyday music industry that all sucessfull rap musicians, such as Jay-z himself, will have a girl, or many girls, that they can be seen with. This is seen to give the male power and status, making him appear as an aplha male with certain dominance. The girls costumes usually consist of provocative wear, such as a bikini or underwear. Generally, if this is not the case, a part of the girls body is usually shown, for example her stomach or legs. The rapper 50cent, is one rapper that uses many girls in his video and so he appears the main dominant aplha male. The girls in the video are usually used to look glamourous and idolised or in such videos they perform, whether it be a dance routine or singing perfomance.



Lucys costume consists of an all black outfit, which can be compared to Jacobs black suit. The fact that they match in what they are wearing makes them seem compatitble and in sync with each other. She is wearing black lipstick which connotes a certain unknowning mysterious effect. Further mystery is added as Lucy is wearing a mask wich hides her face. This is quite ambigious, it has many different interpretations, for example: she wants to hide her true identity, but our intention was for it to appear that she was hiding from her poor past, as she does now endure a totally different way of life, being with a rich idolised artist.

Jay Z - On To The Next One Analysis

The video itself doesn't contain a deep story line. It is however, surrounded by great complexity for example: it was released on the 1/01/10 which has great significance; the numbers 1+1+1 equals 3 which is an important theme in the video. Three also represents the 3 bars representing Jay Z's album "The Blueprint 3" which is of Hip-Hop genre.

The actual song is about the star image, Jay Z, moving "on to the next on." It relates to Jay Z changing the way in which he is, while getting better and achieving better. This is benifical as the actual narrative relates directly to the title of the song. It shows this in the video by using two contrasting objects such as showing milk,something that is used everyday; then in the next shot showing cristal, an expensive drink, which is indeed a luxury.


The video is based upon a series of specific images as mentioned previously. A medium shot of Jay Z is shown, where by the background appears to make Jay Z look like he has a halo. This is considered iconic imagery in certain biblical terms, such as holy or sacred figures. While this is occuring Jay Z uses the lyrics "HOVA" referring to himself as this, which supports the biblical aspects in the video as this is a reference to "Jahovah."


The video raised a certain controversy surrounding the "Illuminati" by using images associated with this, for example: the horned skull symbol.

In the video there is a certain intertexuality with Heath Ledger's, The Joker and Brandon Lee's, The Crow.


The video in constantly in black and white throughout which could be considered a contrasting aspect of opposites, like the certain symbols.

On To The Next One

The music video we have chosen to remake is arguably one of the most talked about hip-hop videos of the modern day era. 'On to the next one' harbors controversial imagery and certain sequences which depict the protagonists change in status from a mere mortal to some kind of holy figure.

On to the next one, which is a music video produced by ‘ Jay Z.’ one of the 21st centuries biggest music moguls, is an illustrative ‘hip hop‘ music video which contains a particular narrative as it implies that the performer is moving onto bigger and better things. Hence the ironic title ‘On to the next one’.

Shawn Corey Carter, best known to us by his infamous stage name 'Jay-Z', is renowned as one of the greatest rap artists of all time. Through his vast

amounts of success, he has sold over 50 million albums worldwide (including 'The Blueprint' which is the prequel to 'The Blueprint 3') cementing his himself as one of music's greatest artists along side his iconic wife, Beyonce Knowles.

The track it self harbors a narrative story witch is capitulated in the video through the performance. We will try to implement our own unique adaptation of this video and cleverly illustrate more of the lyrics in our altered copy than in the original. In addition we intend to take inspiration from other ‘hip hop’ music videos and collectively build a production with other videos shinning elements.

In addition, we will also take an intertextual approach into our music video however minimal that may be as we aim to achieve an essence of realism which some modern day music videos now have.

This is the album cover of 'The Blueprint 3' of wihich the track were will adapt, 'On to the next one', comes from. We will take aspects of this original design and conjuct together with our own adopted album cover.