In what ways does you media product use, develop or challenge forms and conventions of real media products?

In my music video i've edited the video so it is cut to certain parts in the music, either the bass, the snap or the lyrics itself. Cutting to the beat is a massive convention in HipHop music videos, and i have done this however i have developed this by also cutting to the lyrics, when ever the lyrics had a certain feeling to it and a subject changed i would cut after the artist's said a certain word that would allow a nice edit into another shot.

For most this music video it follows Andrew Goodwin's Theory and especially the part about Illustration, majority of the video is cut to the beat and the music video is related a lot to the lyrics and its message

However, the music video is related to the lyrics but not in a obvious way, we wanted to challenge the stereotype of associating success in HipHop music videos to money, girls and cars. Instead we focused on success being any aspect of life and how its the viewers interpretation of success that they will be viewing. By having two spectrums in our video, one artist's working his way up and the other being rich; it challenged the stereotype of HipHop music videos

However, we did touch on some aspects of his idea of Amplification, the message of our story was obvious and was portrayed in a subliminal.

I think have aspect from both which work very well with one another and to use them both in progression has worked very well; and allowed us to use, develop and challenge the HipHop music video conventions