Comparing a Hip Hop magazine advert with another genre

For a bit of further research I have decided to compare two magazine adverts from different genres. The advert on the left is to promote a new album for a mainstream Pop/Indie band called The Zutons. On the right hand side is the same magazine advert I have already evaluated by Wretch 32 (mainsteam Hip Hop artist). The point of this extra research is to find the main differences between the two genres in the way each of their adverts present themselves so my group and I can get a good idea of all the conventions that a Hip Hop magazine advert needs compared to other genres.

Text styles

One of the first differences I noticed between these two adverts was the style of font used. In the Hip Hop advert (Wretch 32) the font is bold, simple, easy to read and solid. In comparison, the Pop/Indie advert by The Zutons has a lot more detail and more of a theme. For example, there is a lot more use of colour (red/yellow/white), many different styles (bold/italic) and an obvious use of many different font styles. This may be explained by the Hip Hop genre having more of a niche audience, and so their style of writing (hard and bold) fits only their conventions. Whereas the Pop/Indie advert is more diverse, and so they have a larger target audience in which they must make appealing to many different people.

Artwork

Another main difference I noticed instantly was the use of artwork. In the advert for the Hip Hop artist, there is a portrait of the artist with a use of 'graffeti' styled effect. Comparing this to the other advert, the Indie/Pop advert does not include any of the band members and is a cartoon which resembles an old movie poster. Because The Zutons are a mainstream band, they may not need to be shown in the media and to the public as often as the other artist (Wretch 32) because they are already known. However, Wretch 32 (although a popular artist within his niche genre) is not as mainstream and popular, and so his advert may include his photograph to promote himself more and make him more appealing to new people of the public who have never seen his or heard his music before. 

Information included

Both of these adverts display completely different information to one another. The Zutons' poster has information about featuring songs, critical quotes and includes the band name. The other magazine advert for Wretch 32 also has the artist name, but has no information about featuring songs or critical quotes. This may be because the Hip Hop genre likes to 'let the music speak for itself' and so feels that critical quotes are not needed. Also, their songs may not be as well known and popular. So instead of including featuring songs like a Pop magazine advert may have, Wretch 32 (representing the Hip Hop genre) has information about featuring artists. This is beneficial for the niche genre (compared to mainstream Pop music) as people who listen to other artists mentioned on the advert may then listen to Wretch 32's music. This is a clever and subtle way to self promote the artist himself, and other artists who are featured on his album. The Hip Hop advert includes much more information than the Pop advert. Including album release date, where to purchase the advert and a link for the artist website. All this added information gives the viewer of the magazine advert easier and quicker details about where to find out more about the artist and how to buy the music. 

Mood Board

I created an A3 mood board on the influences we've encounted to get ideas for plots, shots and themes

Amateur Vs Professional

A level interpretation of The Killers - Mr Brightside



The Killers- Mr Brightside

Here I've got two versions of a music video. The first is an amateur version and the second is the professional version. If we look at the first few shots in the opening scenes there are numerous things to consider. The first thing that catches my eye is the camera quality that lacks in the amateur version. The colour of the camera lens appears grey and quite out of focus. Whereas, the professional version comes across as being very clear and colourful. The amount in the frame is also something that helps to compare between the two. Although the amateur version has included many artistic props such as photographs, posters and radios, the shot still appears to be quite dull and plain. Whereas when we look at the Killers own version, it is very lavish and the frame is filled with many actors and actresses dressed with what appears as very expensive clothing.
If we look at the set, in the amateur version, the young actor is simply sat in a bedroom with a lack of furniture or props. Whereas in the Killers version, they are on their own stage and surrounded by props. Already, from the opening scene we can see that the Professional version is very overpowering and extravagant.
If we look at particular things such as lighting and camera work we can see where the money has really been spent. Obviously for the amateur version, the group may not have even had a budget, and this can be seen with the shakey camerawork and lack of transitions. However, the group have attempted to copy a similar concept as The Killers for their video and it comes across as being quite successful and creative. The killers, inspired by Moulin Rouge, decided to go for a burlesque theme that clearly had quite a big budget and this can be seen with the neat framing and camera work. The professional version can also be seen to use particular transitions such as fades and jump cuts. Moreover, as the video progresses the professional version the editing effects are shown through firework displays and bright flashes of colour.
 Even though the amateur group has really attempted to bring out their creativity in the video, they are let down by lighting and shakey camera work. However, the video comes across as being very impressionable and impressive considering the low budget. They share a similarity with The Killers in the fact that both groups have chosen a theme and stuck to it throughout. Furthermore, both groups are choosing similar target audience groups consisting of young, indie teenagers.

Analysis of a magazine advert fitting the conventions of Hip-Hop genre

This is an album advertisement in a magazine for Jay-Z's 'Blueprint 3'. This album is of a hip-hop genre and i will be exploring the different conventions of this genre within a magazine advert. There are particular conventions that an advert may chose to follow when advertising a particular product. I will be looking at the hip-hop aspect of this advert.

-This album cover includes the name of the artist and the name of the album. ( mentioned above) This is usually included within a convention of hip-hop as the artist doesn't want to hide their name or album name. This helps to promote themselves. Most other conventions of music will also include this convention as it is a standard thing to chose to include on the album promotion.
- Most album adverts will include the date of release as the aim to get the audience to purchase the product. Here on Jay-z's album it notes that the album is released on September 14th of 2009. This will encourage the audience to ensure they purchase this album on this particular date or as near to it as possible, driving sales.
-There is a mention of featured tracks on Jay-Z's album which again fits the conventions of the hip-hop genre. This helps to keep the audience familiar with the artist's music and style.
-The artwork imagery seen here does not include the artist which most hip-hop genres tend to include in order to let the audience know who they are. However, some well known artists can afford to take the risk of not having their face pasted on the front of their cover and instead chose to have imagery instead. Here the artist has chosen to use an image consisting of instruments and electrical equipment which fits the musical convention in a sense, however the electrical equipment doesn't really fit in with the conventions. The artist's team have clearly used some sort of Photoshop in order to create the album imagery, possibly to alter the colour or the shape of the image.
-The name of the artist's record label is included in the imagery as 'RocNation' however, it is kept minimal aand simple.
-There are no quotes or ratings included in this CD advertisement . In my opinion this is due to the fact that in hip-hop a majority of the artists like the have the image of  'not caring' about how people see them and to take them 'as they are'. They like to let the music speak for itself and not fuss things with people's opinions and critique. A lot of hip-hop artists stick to this convention within a magazine advertisement by keeping the wording simple. Moreover, possible retailers are also left out of this advertisement, again keeping the advert simple and plain.
-The website of the artist is included in this advertisement, again fitting into the conventions. This is a sly way of self promotion within the advertisement without being seen as self-indulgent.
- The colour scheme fitting the conventions of hip-hop tend to be quite simple. They tend to involve a lot of two-tone colours such as white and red seen above, or black and white, or black and blue. This way it keeps the concept brief and simple. There is the clear use of light within this advertisement to catch the viewers eye.
- Another convention that i have recognized to be popular within the hip-hop genre is the use of bold, large font in capital lock. This way the words 'shout out' at you encouraging you to be interested. The artist almost wants to come across as offensive, trying to be controversial and aggressive. Furthermore, the lack of imagery and critique of the music leads the viewer to think that the artist wants their music to be self explanatory. In other words, they want you to buy the album and make your own mind up about the decision.

Analysing a Hip Hop magazine advert

Wretch 32 magazine advert to promote his new album 'WRETCHROSPECTIVE'.

Within the media, (whether it be a magazine advert, tv advert or radio advert) all advertisements include certain conventions and include certain features to promote a particular artist/product. This magazine advert is to promote the release of a new album by Wretch 32. He is a popular Hip Hop/Pop artist who has become increasingly popular over the past two years. This magazine advert has many of the main conventions that any type of magazine advert would have. But what links this advert to the style of Hip Hop, and how does it promote it's style through the media?

1. Name of band/ artist and album
2. Date of album release
3. Band/artist image/ style
4. Featuring songs
5. Form of release (CD, download)
6. Either photograph or artwork as main image
7. Record company
8. Bands website – myspace /official page
9. Critical quotes, ratings
10. Set colour scheme

These are a number of codes and conventions which any regular magazine advert would include. 

Name of band/artist and album
You can see on this advert that both the name of the artist and the name of the album are clearly visible. Although it would seem obvious to the name of them both on an advert, I did notice something important. Wretch 32 has a signature font that he uses for his name, which it placed in the top right hand corner. Keeping a constant font and style for the artist name allow people to instantly recognise who it is. The album name is in another style font and in the center to the advert. The album name is a play on words which includes the artists actual name (WRETCHrospecive). Once more, it reminds the audience who the person is and is constantly mentioned.


Date of album release
"OUT MONDAY 6TH OCTOBER 08" is the information given on the magazine advert to let the audience know the date of release.It is clearly written and is bolder than the information underneath it, this gives the date release information more importance. The style of writing follows the same font, colouring and style as the rest of the written information on the advert which shows continuity.


Band/artist image/style 


Featuring songs
Although this magazine advert does not include featuring songs, it does have a list of other featurings artists who have appearied on different songs within the album. I think this is a good effect as it not only promotes other artists, but it also means that people who listen to the other artists mentioned on the poster may be more enclined to listen and buy Wretch 32's album. Naming other featuring artists fits in with the convntions of the Hip Hop genre as a whole as they appear to be very 'friends and family' based, meaning that they will support other artists and give them credit for their work.


Form of release




Artwork
The artwork for this advert is a mix of art graphics in the background and a photograph of the artist himself. You can see the use of photoshop in the art graphics which gives the background a 'graffeti' style effect with spray paint splatters and paint dribbles. This could link in with the Hip Hop genre as they are sterotypically linked in with street crime such as graffeti and living in flats (as seen in the background image). Another aspect of the magazine artwork was the use of props. The artist is seen holding a cross necklace in his hand. Religious references are often used with the Hip Hop genre of music which we have based our music video on and so we may make a further reference to this clear convention.


Record company


Artist website
Although it is hard to spot straight away, there is a MySpace webpage which is being promoted on the advert (myspace.com/wretchclart). This can be seen in the bottom left hand corner. It is clearly not a main piece of information for the advert but it is still important that it has been put on to promote the artist's webpage and so other can find out more about him and his music.


Critical quotes/ratings
On this advert there are no critical quotes or ratings from any of sources. Whilst looking at a number of different Hip Hop adverts I noticed that many of them didn't actually include any quotes or ratings at all. I thought a reason for this could be that this genre of music generally follows the rule of 'letting the music speak for itself'. I think we will definitely take influence from this idea and try and fit in with the conventions for our own magazine advert.


Colour scheme
The colour scheme here is simplistic yet bold. The main colours being used are black, white and different shades of blue. The limited use of colours allows the viewer of the magazine advert to focus mainly on the image of the artist and the information being given. 

Analysis of a magazine advert fitting the conventions of Hip-Hop genre

I shall now analyse this magazine advert for the hip hop artist 'Late' and see what ideas influence my group and I for our magazine advert and also looking at the following conventions;

Codes for a magazine advert

1. Name of band/ artist and album

The name of the hip-hop/rap artist is 'Late' and his album title is called 'Rapscallion'  The font on the image is rather centered and bold which is common in most magazine adverts of this particular genre. The colour scheme is Red and white because it contrasts well against the black.

Why we want to use this for our magazine advert

We like the idea of the writing to be bold and centered to follow hip hop conventions . The colour of the text would link in well with the meaning behind our music video- The red would represent the suffering and the white text would represent the religious element .

Date of album release

The album states it's a brand new album now and its bold white writing which grabs the audiences attention this album is obvious to a niche market by the common conventions of a hip-hop video it portrays.

Why we want to use this for our magazine advert

 The magazine advert for our artist 'Aim' would have this, my group and i decided to state this on our magazine advert because it follows the hip-hop/rap conventions.

Featuring songs


It features the album title song 'UK RAPSCALLION' and it features other artists, the featured artists are printed in red and are a smaller font because it's Late's album and it would be bad marketing to advertise  other artists on his advert.

Why we want to use this for our magazine advert

On the front of our magazine advert we wanted our featured song ' sunshine'.

Form of release

 The album is Available on CD , mp3 and all digital stores including iTunes 

Why we want to use this for our magazine advert

We would like to use iTunes because it has mass users and also available in shops i.e HMV and TESCOS, so we want to target downloads as well as purchasing it by hand.

Does this magazine advert have artwork or a photograph?

The image of the artist and background is a photograph , the contrast and saturation of the image has been edited to make it look darker and more fierce also there is a burnt border around the image to draw more attention to the centre of the image. Furthermore parental advisory is on the cover because his songs contain swearing, drugs and violence. we would have one of these on our magazine advert and Digi-Pak because we have references to bad language drink, sex and drugs.

Why we want to use this for our magazine advert

For our magazine advert we will use photoshop to play around with different ideas but keeping in mind our conventions for hip-hop. We were fixed on the idea of it being in black and white making Nia look threatening but at the same time vulnerable and aslo we liked the idea of having a light behind her ( as you can see behind Late's head) to represent heaven because in the music video she dies, so we definitely wanted to include religious elements to link with our music video.

Does the magazine advert show links to his website?

It doesn't show any websites that link straight to his profile ( facebook/myspace) but it has the web address to where you can download his album at www.wolftown.recordings.net . Wolftown recordings is the label he is signed to,

Why we want to use this for our magazine advert

We will include Aim's myspace address on the magazine advert 

Is there a set colour scheme?

The set colour scheme is a two tone balance consisting of black and white with lighter elements. This is a common colour scheme for hip-hop / rap adverts.

Why we want to use this for our magazine advert 

We want to have our magazine advert in black and white to fit the conventions with light elements, also we want to put a yellow tint on the light behind Nia so it draws focus on her. 

Final Music Video

Here is our final music video. It took approximately a week to conclude filming. However, it worked out to our advantage that we chose myself ( Nia) as the main actress as it meant that we could rely on filming schedules. Furthemore, it mean that we all had individual roles. Chloe as camerawoman, Leila as director and myself as an actress. We chose central Windsor as the main location for most of the filming.